Author Archives: Janhavi Panani

Teacher’s Whisky Unveils a Bold New Identity

Teacher’s Whisky has unveiled a new identity, signaling a bold new chapter. The new look brims with modernity yet remains anchored in timeless tradition, celebrating over 195 years of character, conviction, and quality, states a press release.

“True to the vision of our founder William Teacher, the blend continues to offer its signature smoothness and full flavour crafted from a high malt content and distinctive smoky notes. This consistency crafted over 190 years has made Teacher’s a trusted choice for whisky drinkers across the globe.”

The evolved identity speaks to today’s premium whisky consumer – confident, globally attuned, and deeply appreciative of quality. Developed in collaboration with Design Bridge & Partners, London – one of the most awarded global brand design agencies – the refreshed identity spans from a refined label to an elevated bottle structure, crafted to signal depth, substance, and distinction. At its heart lies the iconic WT hallmark, a proud tribute to founder William Teacher, honouring his legacy of integrity and conviction.”

“With this bold new packaging, we’re not just refreshing the look of Teacher’s – we’re reaffirming the values that have shaped its nearly 200-year legacy,” said Rishi Walli, Senior Director – Marketing, Suntory Global Spirits.

“This evolution honours our rich heritage while introducing a contemporary edge that resonates with today’s culturally fluent consumer. It’s a bold expression of our commitment to evolve with the times, while staying true to the spirit of quality and character that defines our portfolio,” he added.

Whether through its high malt content, cask maturation in ex-Bourbon barrels, or the presence of Ardmore’s signature fingerprint malt, every bottle of Teacher’s continues its legacy. With its debut in Uttarakhand, the identity sets the stage for a nationwide rollout.

June 2025 Issue is out!

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It features interesting articles like:
• Vinexpo Asia calls for rules-based trading, amid tariff issues
• Jonas Gustav Ax on Patrón El Alto and Bacardi’s big tequila bet in India
• Labels that lead: Inside India’s evolving beer aesthetic
• How Simon de Beauregard is rewiring Pernod Ricard India’s digital game

Raising a Toast to Transitions

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The Indian alcobev landscape is never still. Much like the beverages it
celebrates, the industry is constantly fermenting new ideas, distilling fresh
opportunities and occasionally – as we’ve seen this month – grappling with
heady challenges.

As we raise a toast to our June 2025 issue, the spotlight turns to three compelling themes:
the potential of wine exports, the shifting aesthetic of Indian beer culture, and the impact of
the Maharashtra government’s latest hike on liquor taxes. Each story is a reflection of the
larger dynamics at play in the country’s rapidly evolving drinking culture and marketplace.
Not all developments this month have been celebratory. The Maharashtra government’s
recent hike in liquor taxes — one of the steepest in the past three years — has stirred concern
across the value chain. Distributors, retailers, and premium brand owners are scrambling to
recalibrate pricing without losing consumers to parallel markets or lower-cost alternatives. In
our in-depth report on this issue, we explore the ramifications for both local businesses and
global players invested in India’s most lucrative alcobev state.

Equally vibrant is India’s beer revolution. Gone are the days when choice was limited
to a handful of lagers. Today, the urban consumer is spoilt for choice — from juicy IPAs to
Belgian-style saisons, and even experimental local brews with Himalayan herbs or jackfruit.
In “India’s Evolving Beer Aesthetic”, we unpack how new-age consumers – particularly
millennials and Gen Z – are embracing beer and also how new age brands are using aesthetics
to appeal to the consumer. Breweries are now story-driven, design-forward, and increasingly
sustainable. Beer in India has matured – not in age, but in attitude.

Now let’s talk about wine. For international producers eyeing India, the market has moved
beyond the metros. As our lead feature “How to Successfully Export Wine and Increase Sales
in India” outlines, success lies not just in logistics or pricing, but in understanding India’s
diverse palates, regional food pairings and growing interest in wine education. Wine tourism,
influencer-led tastings and digital-first sales strategies are beginning to bridge the gap between
producer and consumer. India isn’t merely an emerging wine market — it’s an expressive one,
and brands that acknowledge this nuance will find a loyal, curious audience.

Amid these dynamic shifts, this issue also brings you a curated selection of insightful
reads. For those curious about the business side of things, we feature candid conversations
with industry insiders navigating regulation, trends and consumer engagement.
June may be the start of monsoon season, but in the alcobev industry, it’s anything but
a slowdown. The skies may cloud, but the vision for India’s alcobev future remains sharp,
vibrant and full of flavour.

Maharashtra Government Hikes Taxes on Liquor; Dearer for the Consumer

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CIABC urges government to reconsider hike
CIABC says hike will disrupt the market, erode competitiveness of national brands
May lead to dumping from neighbouring States

The Maharashtra cabinet, chaired by Chief Minister Devendra Fadnavis, on June 10 approved the Excise Department’s proposal to increase duties on Indian Made Foreign Liquor (IMFL), country liquor and also premium liquor brands. The hike in excise duties is expected to boost the coffers of the state government by about Rs. 14,000 crore.

As per the announcement, the excise duty on IMFL (with a declared production cost up to ₹260 per bulk litre) from 3% to 4.5% of the production cost. The excise duty on country liquor will go up from Rs.180 to Rs. 205 per proof litre. The premium foreign liquor brands have seen the most hike, with a new rate set to bring the minimum retail price to Rs 360.

The Cabinet also approved the department’s proposal to introduce a category ‘Maharashtra Made Liquor’ (MML) to include grain-based spirits produced by local manufacturers. The idea behind this proposal, it said, was to encourage local manufacturing. The MML manufacturers are required to register their brands under the ‘MML’ category.

The excise department had formed a high-level study group which toured other states to understand the excise policies, the distillery operations, distribution etc and recommend the best for Maharashtra. Going by the recommendations, the department has also approved the creation of an integrated control unit powered by Artificial Intelligence (AI) to monitor distilleries, liquor manufacturers, and wholesale vendors. Additionally, a restructured administrative framework for the department has been sanctioned, which includes the offices of the Additional Superintendent for Mumbai Suburban, Thane, Pune, Nashik, Nagpur, and Ahilyanagar districts.

The Chief Minister’s office said “These reforms are a result of an extensive review of excise policies in other states which focused on tax structures, licensing efficiency, and measures to combat evasion. The objective of the new policy is not only to boost state revenue but also to curb illicit trade and foster a more transparent and regulated liquor market across Maharashtra.”

Revised minimum retail prices

The state government has issued the revised minimum retail prices for 180 ml bottles.

Country liquor: Rs 80
Maharashtra Made Liquor (MML): Rs 148
IMFL: Rs 205 (previous Rs. 120 to Rs. 150)
Premium foreign liquor: Rs 360 (previously Rs. 330)

Reforms in Licensing and Staffing

The Cabinet has also approved reforms in liquor licensing:

Sealed Foreign Liquor Sale Licenses (FL-2) and Hotel/Restaurant Licenses (FL-3) can now be operated on a lease basis (Conducting Agreement)

An additional annual fee of 15% for FL-2 and 10% for FL-3 licenses will be charged

To support these changes and ensure effective implementation, the Cabinet has sanctioned the creation of 1,223 new posts, including 744 new positions and 479 supervisory roles in the State Excise Department.

These comprehensive reforms are part of the government’s broader strategy to strengthen the department and increase revenue through systematic regulation of the liquor trade.

It must be mentioned that the state is facing a financial crunch due to the implementation of many welfare schemes particularly the ‘Ladli Bahin Yojana’ which pays eligible women Rs. 1,500 per month.

The state government is expected to table the relevant bill during the upcoming session of the state legislature.

Presently, it is said that Karnataka levies the highest liquor taxes in the country, with an 83 per cent cess on the actual price. In addition, the state government introduced a 5 per cent additional excise duty on certain products last month. As a result, Bengaluru has become the most expensive metro city for alcohol in India.

In neighbouring Telangana, the state government in May issued an order raising the retail price of select liquor brands by ₹10 for a quarter bottle (180 ml), ₹20 for a half bottle (360 ml), and ₹40 for a full bottle (750 ml).

Almost all the states, barring those having prohibition, treat the liquor industry as the cash cow and keep raising taxes as and when the government is in need of funds.

CIABC Opposes Steep Increase in Excise Duty on IMFL

Expressing grave concern over steep increase in Excise Duty on IMFL by up to 50% by the Maharashtra Government, the Confederation of Indian Alcoholic Beverage Companies (CIABC) has urged the state government to rethink and reconsider such a huge hike as it could trigger serious consequences. The CIABC has urged the state government to immediately hold deliberations with all stakeholders “to arrive at a balanced, data-driven, and sustainable course of action that protects both revenue interests and the long-term viability of the IMFL sector in Maharashtra”.

Stating that the CIABC has already written to the Maharashtra government urging to start a consultative process with all stakeholders before releasing any final gazette notification, Mr Anant S Iyer, Director General of the apex body of the Indian Alcoholic Beverage Industry, underlined that this steep hike in excise is projected to push Maximum Retail Prices (MRPs) up by as much as 85%, a step that could severely disrupt the market, erode the competitiveness of national brands, and jeopardize the availability of legitimate alcoholic beverages in Maharashtra.

“Such an unprecedented escalation in duties poses a serious deterrence to consumer access of established and reputed brands, compelling a shift toward lower-category products. This poses a serious threat to the stability of the IMFL industry in the State…such a move will have a far-reaching adverse impact,” Mr Iyer said in a statement.

The hike, he said, would lead to a steep and abrupt increase in MRPs (maximum retail price), destabililsing consumer accessibility and purchasing power, particularly within the mass-market segment which caters to the common man. This will lead to a significant drop in legal sales volumes, overlooking the interest of industry and its substantial investment in the state. It will also endanger the employment of people engaged in the entire value chain from farm to consumer.

Mr Iyer warned that higher MRPs often create a vacuum filled by illegal operators. Past experiences show that pricing arbitrage fosters regional imbalances, encouraging the spread of illicit and unsafe liquor and counterfeits of popular brands—posing a major public health risk and leading to further revenue leakage.

Porous Borders, may lead to Dumping

Noting that this move will also result in increased stock dumping from neighbouring states, the CIABC DG said Maharashtra shares borders with states that are porous. These states have similar brands which have lower MRPs for IMFL. Any additional price escalation will trigger large-scale dumping (exfiltration) from these states, resulting in illicit inflows that damage legitimate trade and erode the State’s tax base. Maharashtra has always ensured minimal impact of such occurrences by ensuring competitive pricing vide neighbouring states till now.

Mr Iyer further said the retail price structure must align with consumer affordability. The proposed price increase risks shifting consumers toward lower-tax categories, undermining premium and mid-tier segments. Such behavioural shifts could dilute revenue contributions from higher-margin IMFL products.

IMFL Accounts for 60% of Excise Revenue

The IMFL industry contributes approximately 60% of the total Excise Revenue of the State. Furthermore, the Excise Duty collected from a single case of IMFL is equivalent to that from four cases of beer, underscoring the critical importance of this category. Duty increase on IMFL, without corresponding changes for a category such as beer will create an uneven playing field and distort category dynamics leading to possible adverse impact on revenue. The CIABC has highlighted to the Maharashtra government that while the intent behind the proposed hike may be to enhance revenue collections by Rs.14,000 crore, the actual outcome may be contrary- driven by declining sales, rising illicit trade, and border leakages. The long-term impact could be deeply detrimental, not only for industry and employment, but also for public safety and overall state revenues.

DOAAB India Craft Whisky Crowned ‘India Whisky of the Year 2025’ On the Global Stage

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DŌAAB India Craft Whisky awarded Gold with 95 points at the Berlin International Spirits Competition 2025, where it was also bestowed with the coveted title of “India Whisky of the Year 2025”.

This milestone triumph underscores DŌAAB’s commitment to redefining the Indian whisky narrative through a seamless blend of heritage, innovation, and uncompromising quality. The brand’s debut expression, 01 Six Blind Men and the Elephant, encapsulates the essence of creative exploration and craftsmanship. Aged exclusively in 100% ex-bourbon barrels, this limited-edition single malt offers an evocative journey of flavour, a sensorial celebration rooted in Indian tradition and elevated by modern expression.

On the nose, it bursts with tropical fruits, golden honey, and creamy vanilla, elegantly intertwined with notes of dried dates, toffee, and charred oak. The palate unfolds with layered richness, nutty barley malts, cinnamon, warm spices, and toasted almonds, finishing in a long, refined trail of vanilla, coconut, and mellow oak. With only 500 casks ever produced, DŌAAB stands as a bold and rare tribute to India’s evolving whisky identity.

Further solidifying its global credentials, DŌAAB also clinched Silver at the prestigious International Spirits Challenge 2025 in London a competition known for its rigorous standards and international acclaim. This is in addition to its earlier recognition at the London Spirits Competition 2025, where it was awarded Bronze with 89 points. DŌAAB India Craft Whisky has been also hailed as Indian Single Malt Whisky of the Year 2025 nationally.

Shekhar Swarup, Joint Managing Director, Globus Spirits Ltd., said, “To be named India Whisky of the Year and win at the world’s most respected spirits competitions is an extraordinary honour. DŌAAB is not just a whisky, it’s our bold statement to the world about what Indian craftsmanship can achieve. These international recognitions, from Berlin to London, reaffirm our commitment to pushing boundaries and setting new global benchmarks in quality, creativity, and authenticity.”

Amrut Bags Triple Gold at San Francisco World Spirits Competition

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Amrut Distilleries from Bengaluru has walked away with several awards at the recently concluded 2025 edition of the San Francisco World Spirits Competition (SFWSC). Amrut made history by becoming the only Indian distillery to take home three Double Golds and an additional Gold.

The Double Gold winners are Amrut Fusion Single Malt; Amrut Indian Single Malt; and the Amrut Kurinji Indian Single Malt, while Amrut Peated Indian Single Malt bagged a Gold.

It was in 2010 that Amrut Fusion really put Amrut on the world map when Jim Murray, author of the Whisky Bible declared Fusion as the third best whisky in the world. Since then, there has been no looking back for Amrut, with the Indian market also standing up and taking notice.

At the San Francisco competition, it was Amrut Fusion which captured the imagination of the judges. Amrut Fusion, the brand ambassador of Indian Single Malt, is sourced from barleys from two distinct regions – Himalayas and peated barley from Scotland. It is distilled and matured separately in both old and new American oak barrels at the Benguluru distillery.

Amrut Indian Single Malt is the backbone of the brand’s identity. Using locally sourced barley and traditional techniques, Amrut captures the essence of the Indian terroir. The Amrut Peated Indian Single Malt offers a layered drinking experience.

The relatively newer Amrut Kurinji has quickly made its mark by portraying a different side of Indian whisky – one that’s unorthodox, adventurous, and expressive. It’s part of a new generation of spirits that aren’t afraid to take risks, much like the independent bottlers that inspired it. Bottled at 46% ABV, Kurinji epitomises the essence of Indian craftsmanship and terroir. Named after the Kurinji flower which blooms every 12 years in the Nilgiri hills, the whisky pays homage to the region’s natural beauty and cultural heritage.

Rakshit N Jagdale, Managing Director of Amrut Distilleries, said, “We are extremely pleased to receive this award from such a prestigious forum. It reaffirms that we are crafting spirits of truly world-class repute, and strengthens our resolve in the continued pursuit of delivering exceptional quality to our consumers.”

RCB Win Triggers ₹157.94 crore Liquor Sales in Just One Day in Karnataka

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In a thrilling final of the Indian Premier League (IPL) 2025, Royal Challengers Bangalore (RCB) nudged past Punjab Kings to lift the IPL trophy, after a long wait of 18 years. The much-awaited win on June 3 saw widespread celebrations across Karnataka, cheering the team ‘spiritedly’.

Besdies RCB, the winner was, of course, the alcobev industry. Karnataka collected a huge sum of ₹157.94 crore from liquor sales on that single day.

According to reports, 1.48 lakh boxes of bottled beer were sold, generating a turnover of ₹30.66 crore. This is a substantial increase from the same date last year when only 0.36 lakh boxes were sold, resulting in ₹6.29 crore in revenue. Sales of other alcoholic spirits reached 1.28 lakh boxes, valued at ₹127.88 crore. In contrast, on June 3 last year, the revenue from liquor sales was only ₹19.41 crore.

With RCB having reached the IPL final for the fourth time, there was an air of anticipation that RCB would pull off the win which was to be special for several reasons – it was the 18^thIPL edition and Virat Kohli, the India and RCB icon, dons jersey number 18. Anyone and everyone got drawn into watching the game in their own style, with drinks or otherwise.

11 RCB-Flavour Shots

Celebrations across Karnataka began early on June 3 with offers galore at pubs, restaurants, clubs etc. With huge screens televising the event live, there was so much euphoria and the pubs and restaurants played to the gallery.

One of Asia’s largest microbrewery, BYG brewski in Hennur put up a “larger than life” stadium-like experience with live streaming supported by surround speakers. Like the twists and turns in the match, the brewery offered cocktails that resonated with the RCB campaign and campaigners.

At Jollygunj in J P Nagar the fans got to taste 11 different shots, a tribute to the 11 RCB players and their distinct personalities. For Phil Salt it was spicy flavours, for Virat Kohli it was Vanilla flavour and such like, adding to the zing of the evening, even as the game progressed in a ding-dong manner.

SOCIAL, owned by Impresario Entertainment and Hospitality, live=streamed the match across its Bengaluru outlets, throwing several enticing offers. There were 1+1 offer on beer buckets of all brands.

The best campaign was by a new pub called 404 by ToF in Tavarekere which offered free shooters and an extra free beer at the bar counter if a player scored ‘4,0,4’. The pub also offered two new flavours of Geist beer, adding to the excitement of the evening.

The Yard at Doddanekundi offered one beer free for every three beers. It also had unlimited beers from the first ball to the last of an innings for just ₹1,999 per person. The menu at the Yard was quirky from Punjabi Butter Chicken Fries and Rajasthan Royal Rajma to RCB Battered Prawns, Delhi Wale Tom Uncle’s Maggi, and the cheeky Overseas Players and so on.

Virat Kohli’s restobar One8.Commune was packed in all the eight cities – Bengaluru, Mumbai, Pune, Delhi, Gurgaon, Jaipur, Indore, and Kolkata – it is present in, cheering its owner who scored a decent knock in the final.

As the home of the Royal Challengers Bangalore, RCB Bar & Café was again in the centre-stage of celebrations with exciting offers. RCB Bar & Café is not just an establishment that is for watching sporting events in a cool and cozy place, but is surely a one-of-a-kind experience that celebrates the spirit of the sport alongside exceptional cuisine and mixology. It was chock-a-block with frenzied fans cheering the RCB team.

Piccadily Targets 1 Million Cases of Whistler Barrel Whisky in 3 years

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Relaunches Whistler Barrel Aged Blended Malt Whisky
Positioned in mid-premium segment

Piccadily Agro Industries Limited has relaunched Whistler Barrel Aged Blended Malt Whisky, featuring new packaging and premium blend.

Piccadily said that Whistler’s new avatar is a celebration of barrel ageing, maturation and the art of blending. The finest matured malt and grain spirits have been handpicked and aged in oak wood barrels, creating a whisky that’s smoother, more elegant and even more memorable than before, it said. Inspired by the Whistler Warbler, a vibrant songbird native to the region of Indri, the packaging reflects the whisky’s premium ethos with a modern and sophisticated design.

The relaunched Whistler expression offers a more layered and complex drinking experience—crafted for today’s evolving palate, yet grounded in traditional whisky-making excellence.

Tasting Notes:

Nose: Warm and inviting, with dried apple and apricot at the forefront. Vanilla cream and caramelised malt add delicate sweetness, complemented by toasted oak, cinnamon, and floral hints.
Palate: Silky and well-rounded with a rich malt core. Notes of toffee, pineapple, and vanilla glide through the sip, underscored by gentle spice and warmth.
Finish: Medium to long, leaving a graceful trail of mellow sweetness and soft refinement.

Whistler Whisky (750 ml / 42.8% ABV) will be available across premium retail outlets and on-trade venues across India, with plans for export expansion in the coming months, the company said.

“Whistler’s new premium look is more than a brand refresh — it’s a strategic play to capture the next wave of premium whisky consumers,” said Praveen Malviya, CEO – IMFL, Piccadily Agro Industries Limited. “With its elevated blend and bold new identity, Whistler is poised to disrupt the mid-premium segment. Our goal is ambitious — 1 million cases in the next three years — and we’re confident Whistler will become a powerhouse brand that redefines what Indian blended malts can achieve.”

Why Primitive in Jaipur Should Be Your Next Dinner Reservation

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You know a city’s serious about food when you go back eight times for it. And while Jaipur’s kachoris are definitely part of the pull, I also return for the block prints, the bazaars, and the city’s old-world charm. But this time, the agenda wasn’t the usual street food chase or Anokhi haul. I was there for one reason: to finally eat at Primitive, Jaipur’s new fire-obsessed, flavour-forward restaurant that’s already turning heads.

Tucked inside Hotel Pearl Palace, Primitive is a design-heavy space that makes you pause and look up. The interiors draw from ancient Indian aesthetics without being literal; carved walls, dramatic lighting, and textured surfaces give it the vibe of a contemporary cave palace. There’s even a Sheesh Mahal-inspired room with shimmering thikri work that almost steals the spotlight from your cocktail. The space is divided into five distinct sections, including a tasting room and terrace bar, each designed with intricate craftsmanship and moody elegance. The entire experience—visual and culinary—is crafted by Karan Singh Wallia and Simran Kaur Wallia, the husband-wife duo behind this venture and the popular Native Cocktail Room.

Smokey bites, spirited sips, and sweet finales

The food here doesn’t come with frills; it comes with flames. The kitchen is led by Chef Mohib Farooqui, and there’s no gas in sight; just woodfire, coal or ember driving the cooking. The result? Familiar flavours, reimagined with creativity.

Shakarkand ‘Do’ Pyaza arrived with roasted sweet potato and onions done two ways. Sweet, smokey, and smartly balanced. The Butte ke Kees, layered with jeeravan spice, corn broth and smoked ghee powder, was homely comfort elevated to fine dining. Beetroot and Walnut Khatai had a mild kick and crunch from the biscuit; simple, bold and plated like art.

Among the non-vegetarian picks, the Prawn Patio stood out. Grilled, saucy, and finished with salli; one of those dishes that disappears before conversation can resume. Primitive Pepper Chicken was another hit: coal-roasted, glazed with tamarind and pepper, topped with garlic chips. The Junglee Murgh, slightly wilder in flavour, came with glossy skin, Mathania chili emulsion and a garlicky yoghurt dip that I now want bottled.

Even the vegetarian mains were confident. Bharelu Bhindi was stuffed, saucy, and felt more indulgent than I expected. Amrood ki Kadhi sounded quirky, but the mix of charred guava and kadhi turned out to be quietly brilliant.

The drinks deserve their own fanbase. Calicut was a dessert in a glass…coffee and coconut over whisky and peach caramel, complete with trivia on Kerala’s coconut heritage. East IndiaCompany was punchy and nostalgic, with smoky whisky, oat milk and dark rum playing surprisingly well together. Masala Chai Old Fashioned brought bourbon and spice together with ease and had me rethinking my usual post-dinner tea.

I couldn’t skip dessert, of course. Gajar ka Halwa came shaped like a carrot, smoked just enough, and topped with cardamom cream cheese frosting. The Primitive Mithai Board was like a candy box curated by someone who respects tradition but shops at a French pâtisserie. Think kaju katli macaron, mosambi fruit gel, and a coffee-cardamom bonbon, among others. And yes, I also tried the Haldi Doodh Ice Cream. Fermented turmeric, pepper milk foam, milk crumble; it was strange, but in a good way.

Verdict

Primitive doesn’t shout innovation. It simmers, chars, and grills its way into your memory. The techniques may be old, but the imagination is fresh. If you’re in Jaipur and looking to try something new without straying too far from the familiar, this is where you should head, well, with an open mind and an empty stomach.

The Regular, The Semi-Premium, The Premium and Super Premium target audience

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India’s alcoholic beverage sector is the world’s third largest. Despite a lack of uniformity in state excise rates, state-specific regulations, and limited opportunities for the marketing of alcoholic beverages, the sector continues to record significant growth.

The alcoholic beverage industry is one largest processed beverage industries in the world. Globally, the alcohol market is valued at 2.4 trillion dollars. In India, the alcohol industry was valued to be at 55.84 billion dollars in 2024. The Indian alcoholic industry is one of the fastest growing and most diverse alcoholic beverages market globally. The sector has a high-growth potential given favourable demographics and increasing social acceptance.

Alcoholic Beverages industry (Alcobev) is a portmanteau for a large variety of alcoholic drinks. These drinks are categorised into Beer, Wine and Other Spirits. They are generated from variety of sources such as corn, wheat, grapes, molasses, and other agricultural products. The Alcobev Industry directly supports the agriculture and food processing industry in India. In India, alcohol consumption stood at 4.9 litres per capita with male alcohol consumption at 8.1 litres per capita. 18.8% of men and 1.3% of women in India consume alcohol.

India has one of the youngest populations globally. The total population of India is estimated at 1.43 billion for 2025. The median age in India is estimated to be 28.2 years in 2023 and is expected to remain under 30 years until 2030.

Regular

The population pyramid of India is bottom heavy with growing working age population and low dependence ratio. This trend is expected to lead to rising income levels per household as well as higher levels of discretionary expenditure.

The Indian middle class constitutes 31% of the population and is expected to be 38% by 2031 and 60% in 2047. Households with annual earnings between USD 5,000-10,000 grew at a pace of 10% between 2012 and 2020. These households are leading to an increase in discretionary spending on food and beverages, including alcoholic beverages, apparel and accessories, luxury products, consumer durables, and across other discretionary categories.

Women Participation: Increasing education, workforce participation, and urbanisation is leading to a change in the socio-economic status of women in society.

This increase of women in the workforce has resulted in a shift of patterns in terms of household activity, an increase in incidence of eating out coupled with entertainment which may lead to higher acceptability of women consuming alcohol.

Semi Premium

Young consumers are better educated, more tech savvy, well informed, and willing to try new products. Alcobev manufacturers are focussing on craft premium spirits at higher price points to capitalise on margins, while premium brands also tend to command greater loyalty among consumers.

The proportion of people who drink alcohol varies considerably low in a global context. This raises the expectation of significant growth potential in per capita consumption, especially as the acceptance of alcohol is spreading. A major consumer base that has emerged over the past five years is the rising acceptance of drinking amongst women.

The Indian alcobev industry is segmented majorly into Indian Made Foreign Liquor (IMFL) and Indian Made Indian Liquor (IMIL). Based on the type of products, Alcobev is classified as Beer, Whiskey, Wine, Rum, Brandy, Vodka, and other alcohols. The two segments of IMFL and country liquor cater to different sections of society. Country Liquor caters to the low-income groups in rural areas while IMFL caters to the middle-and high-income groups in both urban and rural areas.

Beer, a popular alcoholic beverage made from water, malted barley, yeast, and hops. It contributes approximately 8% to the recorded consumption of pure alcohol in India. The beer market in India is evolving from manufacturing usual beer products such as strong-lager beers to flavoured beers owing to the adoption of foreign trends and technologies. Today, more than 140+ beer brands exist in the Indian beer market, which could address the palate of each customer segment. The per capita beer consumption in India is still very low compared to other countries in the Asia Pacific region, and therefore the market could witness rapid growth in the coming years.

Super Premium

Ranked on its own as a country, India would have a population of 140 million spread across 30 million households, and would be the 10th-largest country in the world. Its per capita income would stand at $15,000 (about ₹12.80 lakh).

This would place it at 63rd position on the list of countries by per capita income. For perspective, Oman, which is at 54 on the real list, has a per capita income of $20,000.

Premium

The Indus Valley Annual Report 2025, published by venture capital firm Blume Ventures, divides India into three categories: India 1, representing the wealthiest 10% of the population; India 2, representing the middle 23%; and 3, 67% the rest of India.

The “aspirant class”, consisting of about 23% of the population, would be made up of 70 million households and 300 million people, and would have a per capita income of $3,000 (about ₹2.55 lakh).

Country

India 3 would consist of 1 billion people across 205 million households, the entire “bottom” 67% of the economy. Per capita income here stands at $1,000 (about ₹85,000).

How badly do averages skew perception? In 2023, India’s average per capita income was placed at $2,500, or about ₹2.12 lakh.

Super Premium

Who are the wealthiest?

3.7% of the world’s HNI individuals are Indian citizens, according to the Knight Frank Wealth Report 2025, released in March. They define HNI as a net worth of $10 million or more. 85,698 Indians met this mark, according to the Knight Frank report.

India is third on the list of countries with the wealthiest billionaires. Indian billionaires collectively hold an estimated $950 billion in wealth, coming in immediately after the US ($5.7 trillion) and Mainland China ($1.34 trillion).

191 is the number of billionaires in India, as of 2025, according to the Knight Frank report. 26 of these billionaires joined the ranks over the financial year 2023-24 alone. A big jump from seven new billionaires in 2019.

Indian Alcoholic Industry Overview

The Indian alcoholic industry has a high growth potential due to favourable demographics and increasing social acceptance. The alcobev industry in India grew remarkably in recent years because of factors such as rapid urbanisation, evolving consumer priorities, a burgeoning middle-class population, greater purchasing power, and growing liking for premium alcoholic beverages.

Alcohol consumption has surged across geographies, as a growing number of consumers, both men and women, enter the target consumer class. The legal drinking age in India varies from 18 – 25 years, depending on the state, highlighting the enabling environment for the alcohol market’s robust growth.

The consumer landscape in India has traditionally been a pyramid, with many households from low incomes forming the base, and a small number of households with large incomes at top. Similarly, alcohol consumption forms a similar structure with lower brand consumption dominating the larger base while premium brand consumption dominating the upper base. With growth being fuelled by economic development and demographic dividend, the rising “middle class” is divided into groups each with distinct consumption drives and needs.

In India, the alcohol consumption is expected to increase. Alcohol consumption stood at 4.9 litres per capita, with male alcoholic consumption at 8.1 litres per capita and female alcohol consumption at a mere 1.6 litres per capita. Alcohol consumption is expected to increase to 5 litres per capita in 2025 and to 6 litres per capita by 2036.

India’s alcohol market is experiencing rapid growth, with a compound annual growth rate (CAGR) of 3.3% from 2022 to 2027, making it the fifth-largest market globally, according to IWSR.

The role of the alcoholic beverage industry in India’s economic landscape is expected to grow. Recognising its potential and addressing the existing hurdles will help spur economic growth. The Indian alcohol beverage market is the third largest in the world and is poised to become a key player in the global spirits industry, with products made in India rapidly gaining prominence internationally. Valued at US$ 59.8 billion in FY24, the sector contributes significantly to India’s economy, accounting for nearly 3% of the nation’s GDP. As India becomes a manufacturing hub, the alcoholic beverage sector will play a key role in this growth. Both global and local players view India as a thriving domestic market and a potential exporter, particularly for home grown single malts. This growing segment aligns closely with the “Make in India” initiative, showcasing India’s potential in premium spirits production.

Whisky dominates the Indian spirits industry by a wide margin. By consumption patterns, Telangana, Maharashtra, West Bengal, Odisha, Karnataka, Uttar Pradesh, and Punjab, are among the largest consumers of alcobev in India. Liquor stores serve as the predominant sales channel nationwide, especially since alcobev consumption and sales primarily occurs outdoors.

The Indian alcohol industry is in a nascent stage compared to the global liquor industry. The growing economy supports the sector through an interplay of demographics, urbanisation, and policy reforms.

Young Population:

In 2024, revenue in the alcoholic beer market in India is projected to reach USD 9.8 billion, and exports experience a value of 34 million in 2023. The market is expected to experience an annual growth rate of 6.89% (CAGR 2024-28).

Whisky market

India is the largest whisky market in the world, with almost one out of every second bottle of whisky sold in India. The Indian whisky market was projected to reach USD 17.4 billion in 2024 and was expected to reach USD 22.4 billion by FY 2025 by leveraging demographic trends, new customers and premiumisation. Indian whisky market can be divided into four segments including popular (up to ₹450), prestige (₹450-1000), premium (₹1000-2000) and luxury segments (More than ₹2200). The value segment, consisting of popular and prestige segments, contributed close to 86% of the total volume for the Indian whisky market.

The contribution of the premium and luxury segment by value is projected to reach around 34% of the overall whisky market by FY 2028 from 33% in FY 2023. However, its contribution by volume would still be close to 16% in FY 2028. The Whiskey industry is expected to grow annually at 5.3% (CAGR 2024-2028). The Indian whisky sector generates the highest revenue among all alcoholic beverages in India.

Wine Market

The consumption of wine in India constitutes a small share but is one of the emerging alcoholic beverage categories. Growing awareness, underpinned by income growth, westernisation and a changing profile of consumers, is driving growth in the wine category.

Domestic wine manufacturers have invested in both the upstream and downstream operations of value chain. To leverage the growing acceptance of wines in the premium and luxury segments in metro cities in India. Metro cities including Mumbai, Bangalore, Delhi-NCR, Hyderabad, and Pune are the major consumption centres for wines in India. The Indian wine market is a concentrated market with domestic players controlling the market and steadily increasing their prominence in the market.

The wine segment was valued at ₹2,660 crore, with the domestic wine industry constituting 73% of the market size in 2023. It is expected to grow to ₹6,425 crores in 2028, with the domestic wine industry constituting 77%. The wine market sold 3 million cases in 2023 and is expected to sell 3.9 million cases in 2025 (Provisional). It is expected to experience an annual growth rate of 14.57% (CAGR 2024-2028).

Rum market

Rum is made by fermenting and then distilling sugarcane molasses or sugarcane juice. It is available in dark rum and light rum. Dark rum is the more popular category with a share of ~98% followed by light rum. Dark rum differs from traditional rum due to the addition of caramel or by the maturation in oak containers. Canteen stores department or army canteens are the primary drivers of rum sales in India. Rum is also the preferred alcobev drink in the northern and eastern states of India.

The Rum segment was valued at ₹21,074 crores in 2023 and is expected to increase to ₹30,240 crores by 2028 (provisional). The sale of Rum, which stood at 51 million cases in 2023, is expected to increase to 68 million cases in 2028 (provisional). The sector is expected to grow at 5.65% (CAGR 2024-2028).

Brandy market

Brandy is a beverage made by distillation of wine. It may be aged or matured to possess aroma and taste of brandy. Indian blended brandy is a mixture of minimum 2% of pure grape brandy with any other fruit or flower brandy as recommended by the Indian Law. Indian brandies are permitted to use extra neutral alcohol (ENA) from other agricultural origin sources.

Indian Brandy market can be divided into four segments, including popular (up to ₹450), prestige (₹450-800), premium (₹800-1500) and luxury segments (More than ₹1500). Brandy consumption is price sensitive as most brandy brands are in the popular and prestige segment. There is a high degree of variation in the price structure of brandy in different states, with each having an independent cost structure with unique excise duties and other applicable taxes, which leads to varying prices from state to state.

In 2024, the revenue from the brandy market in India was estimated to reach USD 3.7 billion. The Brandy segment is projected to grow annually at 4.33% (CAGR 2024-2028).

Vodka market

Vodka is a clear distilled alcoholic beverage. It is made from a fermentable base which can be grains, potatoes, or other starchy or high-sugar plant matter. The vodka industry in India constitutes a small part of the overall alcoholic beverage industry, but is experiencing one of the highest growth rates among all the alcoholic industry. Magic Moment, a core Vodka brand in India recorded sales of 6.3 million cases during the year and crossed sales value of 1,000 crore.

The revenue of the vodka segment amounted to USD 37.8 million in 2024. It is projected to grow annually at 2.13% (CAGR 2024-2028).

This is attested by the growth in sales, profit, along with projected capacity addition by alcobev companies. The alcoholic drinks sector will witness strong growth prospects in the alcoholic drinks sector over the years, driven by an improving macroeconomic growth, positive demographics, shifting cultural values, expanding young, middle class, rising sophisticated retail channel, a progressively more adventurous consumer base, and a burgeoning premiumisation trend.

The increasing focus on streamlining state excise policy, increasing support from the government, entry of international brands, effective promotion and branding by the companies, and improving the standards of alcoholic beverages available in India will provide further impetus to the growth of the alcobev industry in India. Concerted attempts to relax the cumbersome complex regulatory framework, simplify its operational complexities, enhance its Ease of Doing Business (EODB), and unlock its full growth potential will provide tailwinds to this industry. However, rising consumer inclination to consume non-alcoholic beverages may constrain market growth.

India’s Travel Retail Growth Potential despite geopolitical tensions

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Asia Pacific Travel Retail Association (APTRA), APTRA India Conference highlights India as the industry’s most compelling long-term growth opportunity. Growth in APAC region on the rise.

The India travel retail market is anticipated to reach $6.67 billion by 2032, growing at a CAGR of 19.80% during the forecast period 2025-2032.

The India travel retail market is witnessing substantial growth, fuelled by a rise in both international and domestic tourism. According to the World Economic Forum’s Travel and Tourism Development Index (TTDI) 2024, India ranks 39th out of 119 countries, highlighting the nation’s increasing prominence in the global tourism sector. As international tourist arrivals (ITAs) continue to recover from the impact of the COVID-19 pandemic, India is poised to capitalise on this upward trend, particularly in the travel retail sector, as global tourism steadily rebounds.

According to the Public Information Bureau, India recorded 9.24 million foreign tourist arrivals (FTAs) in 2023, reflecting a 43.5% increase compared to 6.44 million in 2022. This growth is driving a rise in demand for travel retail products, especially at airports and transit hubs. The duty-free retail segment, which plays a key role in this market, is also benefitting from the surge in tourism. Duty-free shopping at airports provides travellers with the opportunity to purchase a wide range of international products, such as luxury goods, cosmetics, perfumes, and electronics, often at lower prices due to tax exemptions.

Consumer preferences in India’s travel retail sector are undergoing a notable shift. With evolving lifestyles and increased exposure to global trends, travellers now seek unique and high-quality products. This inclination towards exclusive offerings is reshaping the assortment of goods available in duty-free shops, airport boutiques, and hotel stores. As consumers prioritise experiences and value authenticity, there’s a growing demand for products that reflect their individuality and cater to their discerning tastes. This shift underscores the importance for retailers to adapt their offerings to align with changing consumer desires, thereby enhancing their competitiveness in the market.

The surge in disposable incomes, constituting close to 60% of the GDP, propels the growth of India Travel Retail Market. As consumers become more affluent and well-travelled, there’s a notable shift towards discretionary spending, especially on leisure and business travel. Additionally, a study by Oxford Economics forecasts New Delhi and Mumbai to emerge as the world’s largest consumer cities for middle-income households by 2030, further affirming India’s rising economic stature and its promising outlook for retail growth.

However high operating duty-free retail spaces in airports entails substantial costs. Despite generating significant revenue, these spaces require extensive maintenance and operational expenses. To address these high operating costs, duty-free operators are increasingly exploring innovative strategies, such as online pre-purchase orders to optimise efficiency and profitability.

Geopolitical tensions can have a multifaceted impact on the India Travel Retail Market. Uncertainty and security concerns deter international travellers, impacting duty-free sales at airports and other travel retail outlets. Reduced tourist influx affects revenue streams and disrupts supply chains, leading to decreased consumer confidence and spending. Additionally, fluctuations in currency exchange rates and trade restrictions further exacerbate the situation, hindering market growth. To mitigate these challenges, stakeholders must closely monitor geopolitical developments, implement robust security measures, and diversify market strategies to adapt to changing dynamics and sustain resilience in the face of geopolitical uncertainties.

Geographically, the India Travel Retail Market is divided into North India, South India, East India, and West India regions.

Major players operating in India Travel Retail Market include Ospree, Dufry, Delhi Duty Free Services Pvt Ltd, Lotte Duty Free, The Shilla Duty Free, Flemingo Travel Retail, Travel Food Services (TFS) India, Cochin Duty Free, Hyderabad Duty Free, HMY, Beauty Luxe, Beauty Concepts and Relay India. To further enhance their market share, these companies employ various strategies, including mergers and acquisitions, partnerships, joint ventures, license agreements, and new product launches.

Sunil Tuli, President of the Asia Pacific Travel Retail Association (APTRA), opened the APTRA India Conference with a call to embrace India as the industry’s most compelling long-term growth opportunity.

Addressing delegates in Mumbai recently, Tuli acknowledged the challenging business environment, including global trade tensions and inflationary pressures across key categories such as beauty, spirits, and confectionery. “We now face a new disruptor in the form of tariff wars,” he noted, pointing to ongoing tensions sparked by the US administration’s trade strategies.

“India’s economy will soon reach $4trn, making it the world’s fifth largest, with projections to overtake Germany by 2027,” said Tuli.

Tuli highlighted the transformational growth of India’s aviation and retail infrastructure, including the upcoming Navi Mumbai International Airport, set to begin commercial operations in late July. The new hub will support Mumbai’s ambition to grow its economy from $140bn to $1.5trn by 2047.

With over 40,000 new passports issued daily and international travel spend by Indian consumers rising to $70bn in 2024, Tuli described a “new India” fuelled by its rapidly expanding middle class and Gen Z consumers. This digitally savvy, brand-aware demographic is increasingly prioritising travel and consumption, creating new expectations for retail experiences.

“Increased outbound traffic—growing at 5–6% year-on-year—means more travellers, more spending, and more opportunity for travel retail to shine,” he said.

Local retailers such as Ospree Duty Free and Delhi Duty Free for setting new standards in customer engagement, with activations ranging from Bollywood celebrity appearances to gold giveaways. “Retailers in India are delivering memorable shopping moments—this is the kind of magic we need to inspire shoppers,” he said.

He pointed out APTRA is committed to supporting growth across the region through advocacy, knowledge-sharing and stronger collaboration between retailers, brands, and airport operators.

“Together, we must rise to meet this moment,” Tuli concluded. “India is not just part of the future of travel retail—it is leading it.”

TFWA has released details of the upcoming Asia Pacific Exhibition & Conference, which will be held in its totality from May 11-15, with the conference taking place on May 12 at the Marina Bay Sands Expo & Convention Centre in Singapore.

Philippe Margueritte, TFWA President, said of the upcoming event: “Asia is the location of some of the world’s most dynamic economies. As passengers across the region continue to take to the skies and seas in ever greater numbers, it’s paramount that we turn these travellers into shoppers. This conference will give attendees plenty of fresh ideas on how to do just that.”

Tickets for the APTRA Singapore Networking Lunch – now in its third consecutive year, are available and selling fast for the upcoming event on Sunday 11 May 2025, ahead of the 2025 TFWA Asia Pacific Exhibition.

The lunch is open to everyone in travel retail and this year it will be held in the Padang Restaurant at the Singapore Cricket Club, between 12.00-3.30pm. Located in the Marina Bay Street Circuit, the venue is 10 minutes by taxi from the MBS Expo Centre, Singapore. Tickets are available at US$120 per head to include a buffet lunch and drinks, including Champagne Piaff from Loch Lomond Group, that is supporting the event, along with Lindt.

APTRA President, Sunil Tuli said, “One of APTRA’s core strategies is to provide opportunities for networking and connection amongst members and the wider industry. We’re very grateful for the support of our partners Champagne Piaff & the Loch Lomond Group and Lindt, as their contribution helps us to deliver a premium event at a reasonable price.”

In keeping with APTRA’s status as a non-profit organisation, the tickets are priced to cover costs without profit.

For many, the news from Asia Pacific is cause for concern. China’s ailing economy has damaged consumer confidence, leading to a projected 20% drop in luxury consumption according to a recent Bain & Company report. Meanwhile, South Korea’s duty free market faced a -22% year-on-year fall in H1 average spend, based on figures from the Korea Duty Free Association. Contrast those negative pointers with a 55% rise in concession income at Airports of Thailand for the year ending in September, more than double the growth of passenger traffic through the country’s terminals. And DidaTravel noted surging Chinese outbound travel during Golden Week, with trip bookings within Asia Pacific up 77% over last year and almost tripling for the Americas.

APAC continues to be the largest travel retail market by region – accounting for approximately 40% of global market share by revenue.

China is expected to remain the largest travel retail market through to 2030 and will continue to be a priority market for many brands.

India is also expected to grow in importance over the medium to long term as more Indians join the ranks of the country’s growing middle class.

Southeast Asian markets also present significant growth opportunities, with brands looking to capitalise on growth in new markets including Thailand and Vietnam.