Held in Singapore, Vinexpo Asia 2025 brought together 1,100 exhibitors and over 11,000 visitors, reaffirming the resilience of the global wine and spirits industry amidst rising trade tensions and tariff uncertainties. The event underscored the importance of staying connected and adapting to an evolving geo-economic climate.
Singapore’s Minister of State for Foreign Affairs and Trade & Industry, Gan Siow Huang, highlighted the existential threat of trade barriers for small producers and the need for a predictable, rules-based trade system. She emphasized Singapore’s commitment to international collaboration, with 28 Free Trade Agreements, including the newly effective Pacific Alliance-Singapore FTA.
The Asia Pacific wine and spirits market is expected to grow annually at 6.85% till 2030, driven by a youthful middle class and interest in innovative offerings such as low- or no-alcohol options. Singapore, with its strategic location and robust logistics, has emerged as a key import-export hub—importing $2.1B and exporting $2.5B worth of wines and spirits.
Vinexpo’s CEO, Rodolphe Lameyse, addressed the triple challenges facing the industry: shifting consumption habits, climate change, and geopolitical shocks. He reiterated that face-to-face engagements like Vinexpo are crucial for building partnerships and strategizing the future.
The event saw strong participation from global wine producers and featured over 4,000 business meetings, with buyers from more than 60 countries—especially from Southeast Asia—cementing the region’s growing significance in the alcobev trade.
The Haryana State Government has increased taxes on beer and from June 12 the prices of beer in the state will go up by 55% for Indian brands and 45% for imported.
Beer brands such as Kingfisher, Carlsberg, Budweiser, and Hoegaarden will see sharp upward price revisions. A 650ml bottle of Kingfisher Ultra, currently retailing at ₹90, will now cost ₹140. Beers such as Corona and Amstel will cost ₹290 up from ₹200 for a pint. Tiger beer is expected to follow suit. A 330 ml beer bottle of Budweiser and Carlsberg will cost ₹120 that used to cost ₹75. Canned beer has been increased to ₹130 (45% for 500 ml can) from ₹90.
The cost of Indian Made Foreign Liquor (IMFL) and Imported Foreign Liquor (IFL) is set to rise by 15-20% under the new excise policy which the government announced on June 2. Absolute Vodka is likely to go up from ₹1,200 to ₹1,500, and Glenlivet from ₹3,200 to ₹3,800.
Haryana Targets ₹14,064 Crore Revenue
Jitender Dudi, deputy excise and taxation commissioner, Gurugram (West), confirmed the increase to a national newspaper. “Yes, there will be a 55% hike on Indian beers and 45% on imported ones. This is primarily to bring parity with neighbouring states and to promote Indian-made beer and liquor over imported alternatives. The excise department is also focussing on optimising revenue through fair pricing while reducing the consumption of foreign-labelled liquor.”
The Haryana government has set a revenue target of ₹14,064 crore for FY 2025–27 under its new excise policy. In the last 2024–25, the department surpassed expectations, collecting ₹12,700 crore against a target of ₹12,650 crore. Officials credited the achievement to improved enforcement, policy stability, and a rise in legal consumption. The 2025–27 excise policy aims to build on this momentum with reforms in liquor quota, duty structure, and stricter compliance enforcement. “With the increased license fee, it will be easier to achieve the targets,” said Dudi.
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).
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.
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.
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.
Sunil Tuli, President of the Asia Pacific Travel Retail Association
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.”
Philippe Margueritte, TFWA President
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.
• Prime Minister, Narendra Modi calls the pact ‘historic milestone’
• UK Prime Minister, Keir Starmer believes it would strengthen alliances and reduce trade barriers
• Scotch whisky and gin tariff reduced from 150% to 75%
• Indian alcobev industry hopes ‘minimum import price’ and non-tariff barriers are addressed
• Radico Khaitan to import `250 crore worth of Scotch in Fiscal Year 2025-26, expects substantial cost-benefit
After protracted negotiations from January 2022, India and the United Kingdom finally signed the ‘Free Trade Agreement’ on April 6. The Indian Prime Minister, Narendra Modi has termed it as a ‘historic milestone’, while his UK counterpart Sir Keir Starmer said that strengthening alliances and reducing trade barriers with economies around the world is part of their ‘Plan for Change’ to deliver a stronger and more secure economy.
The FTA signing announcement came following a telephonic conversation between Prime Minister Modi and his UK counterpart Starmer. The pact was signed in London by the Indian Commerce Minister, Piyush Goyal and the UK Trade Secretary, Jonathan Reynolds. The FTA covers 90% of tariff lines and includes tariff cuts on Scotch whisky, gin, automotive exports, medical devices, and machinery.
Scotch Whisky Tariff Halved
The Scotch whisky industry has been seeking reduction in tariff and that has been halved from 150% to 75% at entry into force, following to 40% after 10 years.
It must be mentioned here, recently India had reduced the tariff on American whiskey (bourbon) from 150% to 100%. India is likely to see now more of imported whiskies, predominantly Scotch as Indians love the dram.
Automotives down from 100% to 10%
The UK Department for Business and Trade (DBT) said that besides whisky and gin, tariff reductions have also been achieved on products such as medical devices, advanced machinery and lamb. Automotives has had the biggest tariff reduction from 100% to 10%. DBT said that the reduction of tariffs would be worth over 400 million pounds based on 2022 trade statistics and is expected to double to 900 million pounds by 2035.
“By striking a new trade deal with the fastest-growing economy in the world, we are delivering billions for the UK economy and wages every year and unlocking growth in every corner of the country, from advanced manufacturing in the North-East to whisky distilleries in Scotland,” said Trade Secretary Reynolds.
PM Modi’s Tweet
Prime Minister Modi
Prime Minister Modi tweeted “Delighted to speak with my friend PM Keir Starmer. In a historic milestone, India and the UK have successfully concluded and ambitious and mutually beneficial Free Trade Agreement, along with a Double Contribution Convention. These landmark agreements will further deepen our Comprehensive Strategic Partnership, and catalyse trade, investment, growth, job creation, and innovation in both our economies. I look forward to welcoming PM Starmer to India soon.”
Both agreed that the landmark agreements between the two big and open market economies of the world will open new opportunities for businesses, strengthen economic linkages, and deepen people-to-people ties.
The two leaders agreed that expanding economic and commercial ties between India and the UK remain a cornerstone of the increasingly robust and multifaceted partnership. The conclusion of a balanced, equitable and ambitious FTA, covering trade in goods and services, is expected to significantly enhance bilateral trade, generate new avenues for employment, raise living standards, and improve the overall well-being of citizens in both countries. It will also unlock new potential for the two nations to jointly develop products and services for global markets. This agreement cements the strong foundations of the India-UK Comprehensive Strategic Partnership, and paves the way for a new era of collaboration and prosperity.
PM Starmer
The talks between the two nations have been going on since January 2022 and the signing gains importance in the backdrop of the tariff war initiated by the US President Donald Trump. Between 2022 and now, Britain has seen four different Prime Ministers, including the previous PM Rishi Sunak, involved in the negotiations.
INDUSTRY REACTIONS
Sudden and steep reduction, impacts Indian alcobev sector: Deepak Roy
Deepak Roy
However, the Confederation of Indian Alcoholic Beverage Companies (CIABC) while welcoming the cut in tariffs said it should have been gradual.
The Chairman of CIABC, Deepak Roy said the reduction from 150 to 75% is ‘sudden and steep’ which should have been gradual as the Indian alcobev sector is going through difficult times, besides operating in a highly regulated market.
“The Indian single malts, the gins and others are doing well, but we needed another couple of more years to make them really competitive in the global market.”
He said CIABC is hoping that non-tariff barriers are addressed in the FTA. “We had proposed a minimum import price of 50 to 75$ per case to ensure that there is no dumping of cheap and unknown products.”
Roy added that it was time for some of the State Governments to withdraw the excise duty concessions given to multinational corporations. “There should not be any difference and there should be a level playing field.”
While stating “We are not against any tariff reduction. The Indian industry is ready to compete with the global best and they are holding their own. Only thing, we do not want unknown cheap brands coming and killing the industry here which is providing substantial revenues to the State governments.”
CIABC hopes for ‘Minimum Import Price’: Anant Iyer
Anant S. Iyer
The Director General of the Confederation of Indian Alcoholic Beverage Companies (CIABC), Anant S. Iyer said, “Though FTA details are still awaited, from what information we have gathered it seems that the Government has not fully heeded to the pleas of the Indian alcoholic beverage industry.
We have always been asking for a level-playing field for the Indian players. We only hope that the government has included in the FTA the minimum import price (MIP) which will prevent dumping / under invoicing and also the removal of non-tariff barriers to ensure better international market access to Indian alcoholic beverages.
“We fear that if the same template of duty reduction is followed for the trade deals with the EU, the US and other nations which produce spirits and wines, then the Indian Alcobev industry, including the wine sector, could get adversely impacted.”
CIABC has urged the Government of India, as pointed out earlier also to various states such as Maharashtra, Kerala, Odisha, Rajasthan, Madhya Pradesh etc., to review the excise concessions given to imported liquor, both spirits and wines. “The governments should make them equal to that of IMFL / Indian wines. This discrimination should end immediately.”
He added, “The government is looking to touch $1 billion exports from the Indian Alcobev industry by 2030. However, without ensuring proper market access especially to the Western nations, it will be difficult to meet the export target. While the other sectors might be benefitting from the FTA, the Indian Alcobev industry seeks similar benefit. Though Indian whiskies, rum and gins have been winning accolades globally, without removal of non-tariff barriers and granting of market access it will be difficult for the Indian Alcobev sector to meet the export target.”
Suntory’s Neeraj Kumar calls its ‘pivotal development’
Neeraj Kumar
Neeraj Kumar, Managing Director, Suntory Global Spirits India terming it a ‘historic milestone’, welcomed the decision to reduce tariffs on whisky and gin. “This is a pivotal development that will improve access, affordability, and consumer choice in India. It also marks a positive step in strengthening bilateral trade ties and fostering an environment for enhanced investment, innovation, and growth. The team at Suntory Global Spirits looks forward to unlocking new opportunities for collaboration and growth across both markets.”
Positive Shift for India’s Alcobev Sector: Abhishek Khaitan
Abhishek Khaitan
The Managing Director of Radico Khaitan, Abhishek Khaitan while extending his congratulatory messages to the Prime Minister and the Minister of Commerce said, “This is a welcome move that signals a positive shift for India’s alcobev sector, particularly for companies on a premiumisation journey and those which are producing world-class spirits.
“As the largest importer of Scotch whisky for blending, Radico sees significant potential for cost advantages through the expected reduction in customs duties. Radico plans to import scotch malt worth ₹250 CR in fiscal year 2025-2026, and this treaty therefore benefits us substantially.
“Overall, this agreement creates a win-win opportunity for Indian companies striving to take India to the global stage with excellence and innovation.”
Hope Indian Single Malts will not dilute premium image: Amar Sinha
Amar Sinha
The Chief Operating Officer of Radico Khaitan, Amar Sinha termed it as a ‘landmark’ pact that was ‘long overdue’.
“India is transforming and we as a country are producing world class spirits and constantly upgrading our quality. To produce this quality of spirit, obviously we need to import spirits for blending which India does so far as vatted malt Scotch is concerned from Scotland.
“Radico as a company are the largest importers of vatted malt Scotch. This fiscal year 2025-26, Radico plans to import scotch worth ₹250 crores. With this FTA, Radico is going to get substantial benefit on the cost front which will make the company healthier and more profitable. So, we personally think as a company that it’s a great agreement and it will offer great opportunities for Indian companies to continue their premiumisation drive and keep reducing their cost.”
Sinha, however, added, “As far as Indian single malts (ISM) are concerned Radico produces ISM which are today acknowledged as one among the top 10 spirits of the world. Rampur ISM is one among top whiskies from India. We have priced our product pretty high and we believe in pricing our product much higher than what competition does. So, we are not weary of the fact what the competition does to its price. We feel that competition if it reduces price, they will be diluting the image of their premium brand, therefore we don’t think they will reduce price. It would be an opportune moment for foreign companies to make some money through this tax reduction.”
It is a very welcome move and a win-win situation for the UK as well as India, he said and added that the demand of India to look into non-tariff barriers is genuine. “We are waiting for the fine print of the FTA, before that it is difficult to comment.”
‘Short-term impact’ on Indian products: Paul John
Paul. P. John
The Chairman of John Distilleries, Paul. P. John while welcoming the FTA said, “We believe this to be a significant step towards strengthening bilateral trade and economic cooperation between the two countries. This may have a short term impact on Indian products however we are confident about the quality of our products. We also hope that that this deal will allow better ease of business for Indian products in the UK. It is also crucial to ensure that both nations maintain a level playing field, safeguarding the interests of domestic industries and promoting fair competition.”
Three-year maturation period contentious issue: Vinod Giri
Vinod Giri
The Director General of Brewers Association of India, Vinod Giri who has championed the cause of the spirits industry earlier, said, “We are yet to see what India gets in return and how the non-tariff issues are handled – especially the condition of three-year maturation to qualify as whisky and measures to prevent predatory pricing.
“In terms of impact Scotch makers are expected to improve their margins first by adjusting duty savings in invoice prices and if that happens, market dynamics will remain unchanged in short terms. Companies importing raw material for blending with domestic whiskeys in India will make some savings on cost.
“The most important long-term impact will be on BII (bottled in India) category. As duties start falling, the rationale for that segment will go away.”
About 30% reduction in retail price, avers Ajay Srivastava
Ajay Srivastava
Ajay Srivastava, the Founder of Global Trade Research Initiative and who was earlier part of negotiations with Australia said, “it’s a good decision and trade would increase between the two countries across sectors.”
While stating that as details of the FTA were still not available it would ‘difficult to hazard a guess’ on what the minimum import price would be, Srivastava said but added that “it will only be on the higher side, unlike wine which is around 4 dollars. Scotch always sells at a premium.”
Srivastava said the question that needs to be asked is how much would be the retail price be following the duty reduction. Giving a hypothetical scenario, he said if a bottle of Scotch whisky is 100$ and the duty at 150% and average State government duties is 60%, the consumer will be buying at $400. Now with the tariff halved from 150 to 75%, the consumer will pay 275$ which is almost 30% reduction. It is a good deal and people are anyways willing to pay for Scotch.”
On whether the Indian spirits market would be impacted, Srivastava asked “Is any Indian company producing Scotch. Nobody is in the bulk business. The Indian single malt is a niche market and does not compete with Scotch. Yes, Indians love Scotch.” However, he added that the Indian alcohol sector has to further develop and this would help in doing so.
He said the FTA would open the flood gates to Europe seeking reduction in tariff on wines, maybe up to 50%.
Sanjiv Puri, Regional Director (India), Angus Dundee Distilleries
Sanjiv Puri
The proposed Free Trade Agreement (FTA) between India and the United Kingdom marks a significant milestone in strengthening bilateral trade and investment ties. For Angus Dundee Distillers, this development presents a promising opportunity to enhance our presence in one of the world’s fastest-growing spirits markets.
India’s burgeoning middle class, evolving consumer preferences, and growing appreciation for premium Scotch whisky align well with our commitment to delivering high-quality, authentic Scottish products. A well-negotiated FTA could lead to reduced tariffs and streamlined regulatory procedures, addressing long-standing market access barriers that have limited the full potential of Scotch exports to India.
Currently, imported Scotch whisky faces a high customs duty of 150% in India, which restricts competitiveness and volume growth. A phased reduction in tariffs under the FTA would not only make premium Scotch more accessible to Indian consumers but also support local economic activity through increased trade, investment in distribution, and brand development.
For Angus Dundee, a family-owned independent company with a long-standing tradition of quality and integrity, this FTA offers a platform to expand responsibly, collaborate with Indian partners, and contribute meaningfully to the India-UK trade corridor.
We look forward to the successful conclusion of the agreement and are optimistic about its potential to unlock mutual growth and value for both countries.
ISWAI believes premiumisation will get further boost
The CEO of International Spirits and Wines Association (ISWAI), Sanjit Padhi said, “We anticipate that this will accelerate the ongoing trend of premiumisation within the alcobev sector, positively impacting the exchequer revenues of Indian states. Cheaper prices may also result in premiumisation. India’s increasingly aspirational and discerning consumers will now have access to premium international brands at more accessible prices.”
Pegs on enhanced consumer experience
Suresh Menon
The Adviser (Tax and Regulatory Affairs) of ISWAI, I.P. Suresh Menon said, “ISWAI and its members welcome the UK-India Free Trade Agreement as a landmark development for the Alcobev sector. The reduction in tariffs offers significant strategic benefits for both countries. India’s increasingly aspirational and discerning consumers will now have access to premium international brands at more accessible prices. This enhanced choice will elevate the consumer experience and boost growth across related sectors such as tourism and hospitality.
“We anticipate that this will accelerate the ongoing trend of premiumisation within the Alcobev sector, positively impacting the exchequer revenues of Indian states. We see this agreement as a win-win for all stakeholders in the spirits sector whilst fuelling trade, attracting investment, and fostering the exchange of best practices. It reflects the shared commitment of India and the UK to deepening economic ties and advancing fair, balanced trade.”
RV Subramanian, Director, Ian Macleod Distillers India Pvt Ltd
RV Subramanian
The UK India FTA is a long-awaited trade deal covering wide range of goods and services between two countries. The most important one among the items is Scotch whisky, the proposed duty reduction of 75% from present level of 150% is a welcome move and this will benefit all stakeholders – the Governments (Centre and States), Scotch whisky companies and Consumers.
India being a predominantly whisky market, the customs duty reduction would expand the market for Scotch whisky, which is currently less than 2% of total Indian whisky market.
It is to be seen whether the states are increasing excise duty and other levies on imported bottled spirits.
It is difficult to predict now, whether consumer will get the benefit of customs duty reduction from 150% to 75% on Scotch whisky, much will depend on the State Excise and Brand owning companies.”
Scotch Whisky Association calls its ‘once in a generation deal’
While the Indian alcobev sector is still hoping for a ‘level playing field’, the distilleries in Scotland are more than happy.
The Chief Executive of the Scotch Whisky Association, Mark Kent calling it a “transformational” deal said, “The UK-India free trade agreement is a once in a generation deal and a landmark moment for Scotch Whisky to the world’s largest whisky market.
“The reduction of the current 150% tariff on Scotch Whisky will be transformational for the industry. The deal has the potential to increase Scotch Whisky exports to India by £1bn over the next five years and create 1200 jobs across the UK. The deal is good for India too, boosting federal and state revenue by over £3bn annually, and giving discerning consumers in a highly educated whisky market far greater choice from SME Scotch Whisky producers who will now have the opportunity to enter the market.
“This agreement shows that the UK government is making significant progress towards achieving its growth mission, and the negotiating teams on both sides deserve huge credit for their dedication. The Scotch Whisky industry looks forward to working with the UK and Indian governments in the months ahead to implement the deal which would be a big boost to two major global economies during turbulent times.”
Chivas Brothers CEO terms it ‘game-changer’
Jean-Etienne Gourgues
Jean-Etienne Gourgues, Chivas Brothers Chairman and CEO, said the FTA is a “welcome boost for Chivas Brothers during an uncertain global economic environment.”
He said “India is the world’s biggest whisky market by volume and greater access will be a game changer for the export of our Scotch whisky brands, such as Chivas Regal and Ballantine’s. The deal will support long term investment and jobs in our distilleries and bottling plants in Scotland, as well as help deliver growth in both Scotland and India over the next decade. Slàinte (meaning cheers in Irish) to the UK Ministers and officials who steered the deal though long negotiations.”
Chivas Brothers Ltd. which is part of the Pernod Ricard group of companies, exports over £2bn of Scotch whisky and gin every year, including brands like Chivas Regal, Ballantine’s, The Glenlivet and Beefeater. India is amongst Chivas Brothers’ largest export markets and the biggest consumer of whisky worldwide by volume. The UK-India trade agreement will help solidify and potentially expand on Pernod Ricard’s existing investments, which includes a €200m distillery construction in the Indian state of Maharashtra and £100m in bottling facilities in Dumbarton, Scotland.
Quality and choice will increase across India: Debra Crew
Debra Crew
Diageo Chief Executive Debra Crew said, “The UK-India Free Trade Agreement is a huge achievement by Prime Ministers Modi and Starmer and Ministers Goyal and Reynolds, and all of us at Diageo toast their success. It will be transformational for Scotch and Scotland, while powering jobs and investment in both India and the UK.
“The deal will also increase quality and choice for discerning consumers across India, the world’s largest and most exciting whisky market. Diageo is a global leader in beverage alcohol with a collection of brands across spirits and beer categories sold in more than 180 countries around the world. These brands include Johnnie Walker, Crown Royal, J&B and Buchanan’s whiskies, Smirnoff, Cîroc and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness.”
The Managing Director and CEO of Diageo India (USL), Praveen Someshwar
While congratulating the leaders for the historic agreement said, “The landmark treaty will enable improved accessibility and choice of scotch for the Indian consumers, the largest and the most exciting whisky market.”
Diageo is a leading player in India’s beverage alcohol sector and is among the top 10 fast-moving consumer goods companies in India by market capitalisation. Diageo has 35 manufacturing facilities across India, employs over 3,300 people directly in market with a further 100,000 jobs supported throughout its value chain. India is one of Diageo’s largest markets globally and accounts for almost half of its total global spirits volume.
Better access to global premium spirits: Sachin Mehta, William Grant & Sons
Sachin Mehta
Sachin Mehta, Managing Director – India of William Grant & Sons India Pvt. Ltd. Said, “This will enable much better access to global premium spirits to India’s growing discerning consumers. This enhanced choice will allow acceleration of the ongoing trend of premiumisation within high-end spirits, not only elevating the Indian consumers experience, but also benefitting the overall industry, trade, exchequer, and related sectors or travel, tourism, and hospitality. We are committed to provide access and choice of world-class brands of our global portfolio to the Indian consumers.”
‘Over the Moon’: Karan Billimoria
Karan Billimoria
Karan Billimoria, Chair of the International Chamber of Commerce, UK, Founder of Cobra Beer and Member, House of Lords, UK Parliament said he was ‘over the moon about the UK-India Free Trade Agreement’.
Calling from the UK, he said, “Negotiations started when I was President of the Confederation of British Industry (CBI) in early 2022 and they have concluded over three years later, whilst I am Chair of the International Chamber of Commerce (ICC) UK.
“India is the fastest growing major economy in the world and this year will become the fourth largest economy globally. In spite of this, India is only the 11th largest trading partner of the UK; it should be one of the handful of largest trading partners.
“I believe this FTA will be a catalyst for bilateral trade, business and investment between the UK and India and will turbocharge bilateral trade in goods and services from the current level of £42 billion to more than double at over £80 billion within the next five years.
“India has historically been a high tariff country, with the extreme being the tariff imposed on Scotch whisky at 150%. Thanks to this FTA, this will halve to 75% and decrease to 40% over the next decade. Scotch whisky exports are, as a result, expected to increase by £1 billion.
“I am hoping that this FTA combined with an investment agreement will also help to increase bilateral investment between the two countries. We already have the examples of Tata investing in Jaguar Land Rover and Tata Steel in the UK, and JCB investing hugely in India over the past decades. Similarly, I am confident that there will be large investments by British alcobev companies in India over the coming years.”
World Whisky Day, on May 17, is more than just a toast to tradition—it’s a celebration of how far whisky has come. Today’s blends are bold, approachable, and made to be enjoyed —neat, on the rocks, or shaken into a cocktail. Whether it’s the smooth, citrusy charm of Monkey Shoulder or the mellow depth of Grant’s TripleWood, these modern whiskies break the mould while staying true to their roots.
Monkey Shoulder is a bold yet balanced blend of Speyside’s finest single malts. Selected in small batches and expertly married, it delivers a signature smoothness with layers of zesty orange, mellow vanilla, and spiced oak. On the palate, rich honeyed sweetness meets warm spice, leading to a lingering finish with a hint of peppermint. Matured in first-fill ex-Bourbon casks and blended for depth, Monkey Shoulder is made for mixing—whether in a classic Old Fashioned or a fresh, lively cocktail.
Monkey Sundowner
The Monkey Sundowner is a light cocktail that captures the essence of a relaxing evening drink. It combines the smooth richness of Monkey Shoulder with the sweetness of peach syrup and the tartness of lime juice, creating a perfectly balanced flavour profile. The grapefruit shrub adds a tangy, slightly bitter finish, making it both refreshing and complex. The garnish of an edible flower adds an elegant, summery touch.
Ingredients:
60ml Monkey Shoulder
20ml peach syrup
20ml lime juice
Grapefruit shrub (to top up)
Garnish:
Edible flower
Method:
Shake the Monkey Shoulder, peach syrup, and lime juice with ice until well mixed. Strain the mixture into a glass filled with ice. Top up with grapefruit shrub and gently stir. Garnish with an edible flower for a visually stunning finish.
Grant’s TripleWood
Grant’s TripleWood is matured in three different types of woods: Virgin Oak cask, which provides the spicy robustness, American Oak, which lends subtle vanilla smoothness and the Bourbon refill, which offers brown sugar sweetness, resulting in a smoother, richer, mellower taste. It has the notes of ripe pear and summer fruits and has a long and sweet finish with a subtle hint of smoke.
Grant’s Tropical Fiesta
Tropical Fiesta by Grant’s is a Spirit Drink made by infusing Blended Scotch Whisky with natural pineapple and mango flavourings. Grant’s Tropical Fiesta captures the essence of the tropics in every sip and offers a refreshing and modern twist on the whisky experience.
Ingredients:
Grant’s Triple Wood 60ml
Ginger Juice 10ml
Pineapple Juice 30ml
Lime 20ml
Ginger Ale
Garnish:
Pineapple Leaves
Method:
Pour Whisky, Ginger Juice, Pineapple Juice and Lime Juice over ice in Highball Glass.
The no/low-alcohol market has enjoyed robust growth in the past few years, cementing its place as an area of significant opportunity for beverage alcohol, and one of increasing sophistication as well.
Moderation trends and demographic shifts have driven the long-term growth of no/low-alcohol around the world, but as the category matures and product quality improves, consumer trends in the space are becoming more nuanced and complex.
Another year of double-digit volume growth for no/low in the top 10 global markets (Australia, Brazil, Canada, France, Germany, Japan, South Africa, Spain, UK and US) during 2024 (+13%) capped a period of strong gains for the category: across those markets, 61m people were recruited into no-alcohol between 2022 and 2024, and 38m into low-alcohol, according to IWSR’s No- and Low-Alcohol Strategic Study.
This strong upward trajectory is expected to continue. While total beverage alcohol (TBA) volumes are expected to grow at a compound annual growth rate (CAGR) of 1% to 2028, no-alcohol is expected to gain share of TBA, driven largely by the well-established no-alcohol beer segment, but boosted by additional gains for RTDs, wine and spirits. The forecasted volume CAGR for no-alcohol beverages between 2024 and 2028 is +7%.
Susie Goldspink, Senior Insights Manager – RTDs and No/Low Alcohol
“The no/low-alcohol market has been experiencing significant growth for several years now, driven by moderation trends and younger demographics,” explains Susie Goldspink, Senior Insights Manager – RTDs and No/Low Alcohol. “It is not all about moderation, however, as no/low becomes more established and categories outside beer gain participation.
“Other drivers besides health and moderation are now increasingly important, particularly in those emerging no-alcohol categories. Factors such as taste, availability and brand are becoming key drivers of choice, especially among younger LDA consumers.”
Participation rates
The increased participation in no/low over the past few years has been spearheaded by the US and Brazil: the US added 37m new no-alcohol consumers between 2022 and 2024, and 36m new low-alcohol drinkers, according to IWSR data. Meanwhile, 13m people were recruited into no-alcohol in Brazil over the same timescale.
This increased participation comes against a backdrop of long-term declines in overall alcohol consumption. Since 2000, consumption in litres of pure alcohol has fallen faster than TBA volumes, reflecting a consumer switch to lower-ABV products such as RTDs and no/low.
This trend is also reflected by the performances of many of the top 10 markets. There is a clear contrast between the recent strong gains of no- and low-alcohol versus the softer performance of full-strength products in a number of key destinations, including the UK, US, Japan, Brazil, Canada, Australia and Canada. For instance, the US recorded a -1% CAGR decline in full-strength volumes between 2019 and 2024, according to IWSR data, while no-alcohol (CAGR +28%) and low-alcohol (+7%) grew strongly over the same timescale.
No/low buyers are also increasingly substituting full-strength beverages with no-alcohol drinks, according to IWSR consumer research. In 2024, when no/low consumers in the top 10 markets were asked what they would previously have drunk on the same occasion, 30% said full-strength products – materially higher than in 2022.
Meanwhile, when it comes to no/low categories, the picture has become more nuanced over the past few years: participation in no/low beer in 2024 was unchanged versus 2022, reflecting the more established nature of this segment, whereas other categories have seen increased participation from younger LDA consumers in particular.
“Boomers and Gen X have been in the category for a longer time and have established habits,” says Goldspink. “They are the main buyers of no-alcohol beer, as it was one of the first no/low options to be widely available.
“On the other hand, younger age groups, who are newer to the category and just entering legal drinking age (LDA), are discovering their preferences without established habits and are attracted across various categories. Millennials in particular, with more time in the category and higher disposable incomes, have the widest repertoires.”
Frequency drivers
As consumers become increasingly familiar with the no/low landscape, factors beyond health and moderation are becoming more and more significant in driving consumption frequency.
While trying to be healthier and reducing alcohol intake remain the most significant motivations, according to IWSR consumer research, taste, availability, brand and category awareness have all gained in importance since 2022.
“Frequent drinkers are driven by better-tasting options, highlighting how critical taste is for no/low growth,” says Susie Goldspink. “Better availability has been key for buyers in the US, where newer categories such as alcohol adjacents have a higher incidence than other categories.”
Purchase drivers
Brand familiarity is becoming an increasingly decisive factor in driving no/low purchases, when availability is not an issue. According to IWSR consumer research conducted in 2024, 52% of no/low buyers chose to drink a product because it was a brand they already knew, up from 48% in 2022, while 32% cited taste preference, up from 28%.
Consumer perceptions are shifting too: some 54% of no/low buyers described no/low products as brands they cared about in 2024, up from 50% in 2022, and 53% described no/low brands as exciting, up from 48%.
“Frequent drinkers and younger buyers, who are more engaged with the no/low category, are more likely to be driven by brand and sensory characteristics,” says Susie Goldspink. “Up to 57% of Millennials are driven by brands they are familiar with, compared to only 45% of Boomers, who are less engaged and claim more occasional consumption of the category.
“Meanwhile, the improvement in consumer brand perceptions is driven by Gen Z and Millennials, who are more engaged with the category: 62% of Millennials and 57% of Gen Z have brands they care about, explaining the higher rate of brand loyalty compared to other age groups.”
What’s next? The future of no/low
No-alcohol is set to continue to drive future growth for no/low, with forecast gains across all categories, including beer/cider (predicted CAGR growth of +7% between 2024 and 2028), RTDs (+10%), wine (+5%), spirits (+7%) and alcohol adjacents (+3%). Forecast trends for low-alcohol are softer, with the exception of RTDs, where low-alcohol products are predicted to grow at a CAGR of +17% over the same timescale.
While volume growth for no-alcohol is envisaged across all top 10 markets, there are strong regional contrasts, with Brazil, Canada, the US and the UK all likely to see higher growth in the near future (CAGRs of between +7% and +18% to 2028). However, growth is predicted to be more gradual in Spain, South Africa and Germany.
Smaller markets such as Canada and Australia offer attractive growth prospects, but the largest-scale opportunities sit in Brazil and the US – although the two markets have strongly contrasting characters.
“While Brazil and the US have a similar demographic distribution of no-alcohol drinkers, with similar frequency and intensity of consumption, the sources of expected future growth are diverse,” explains Susie Goldspink. “The US has high participation rates across a broader array of no-alcohol categories; their development will continue, particularly among younger consumers, who have a wider repertoire of no-alcohol drinks.”
By contrast, growth in Brazil will come almost exclusively from no-alcohol beer, thanks to the category’s dominant market position, the presence of large international players and high recruitment levels.
National Cocktail Day is the perfect excuse to shake, stir, and sip your way through some iconic cocktails that you can totally create on your own. Whether you go for a tried-and-true classic or an exciting variation, it’s pretty much guaranteed to be a great time. Salud!
Vaishali Mehta, Co-Founder, Swa Artisanal Syrups At Swa, “We’ve always believed that the best cocktails start with real ingredients. This National Cocktail Day, we’re celebrating the bold, vibrant flavours that make Indian drinks unique – whether it’s the heat of Bird’s Eye chilli, the richness of jaggery, or the tang of tamarind. Our syrups are all about keeping it natural, using ingredients the way they’re meant to be enjoyed – without shortcuts or artificial flavours. Here’s to cocktails that taste like the real thing, because they are!”
Bourbon Berry Breeze by Swa Artisanal Syrups
This smooth, fruit-forward cocktail packs depth, a touch of froth, and just the right amount of indulgence. Keep calm and berry on!
Ingredients:
60ml whisky
20ml Cabernet Sauvignon
6 black grapes
20ml Swa Summer Berries
3 drops of foaming agent
Method:
Pour all the ingredients into a shaker tin.
Fill the shaker tin with ice and give it a hard shake.
Fine strain into an old-fashioned glass over a block of ice.
Garnish with black grapes and a sprinkle of pistachio shavings.
Jade Goddess by Six Brothers Mahura
Rupi Chinoy, Director of South Seas Distilleries: Six Brothers Mahura’s sweet, fruity, earthy, spicy complexity, a smooth and crisp finish makes it a dream base for cocktails. Its unique flavour profile, which tastes like no other spirit in the world, blends beautifully with both bold and subtle ingredients, giving mixologists the freedom to craft everything from refreshing highballs to spicy picantes and rich espresso martinis. Six Brothers Mahura is a spirit with infinite possibilities and can be enjoyed neat, on the rocks, or in cocktails. With Six Brothers Mahura, the world now has a new category of spirit originating from India, ready to shine on the global cocktail scene.
A cocktail as enchanting as its name, the Jade Goddess is built around the versatile character of Six Brothers Mahura—India’s global spirit. Crisp cucumber juice brings a cool freshness, balanced by a fiery hint of Tabasco and the bright, herbal notes of cilantro. A squeeze of lime and a touch of sugar syrup round it out, creating a perfectly balanced and elegant sip.
Ingredients:
60ml Fresh cucumber juice
60ml Six Brothers Mahura
15ml sugar syrup
10ml lime juice
1 wedge of lime
4/5 drops of tabasco
3-4 fresh sprigs of cilantro
Garnish: Fresh cucumber slice roll and saffron
Glass: Old Fashioned or Poco Grande
Method:
In a mixing can add fresh cilantro and muddle.
Fill the mixing can with ice and add all other ingredients, then shake well.
Double strain the mix over a large cube of ice.
Garnish with a cucumber slice roll and saffron.
The Queen’s Martini by Monarch Legacy Edition
Regal and refined, the Queen’s Martini is a luxurious twist on the classic. It blends the smooth richness of Monarch Legacy Edition, the world’s first 100% pure grape brandy made with the finest French and Indian grape spirits, with the golden sweetness of French apricot marmalade. A splash of French orange liqueur and a touch of lime juice add a bright, citrusy balance. Shaken to perfection and served in a chilled martini glass, it’s finished with a crisp biscotti garnish. The layered notes of vanilla, spice, and dried fruits of Monarch makes for the perfect versatile base.
Ingredients:
45 ml of Monarch Legacy Edition
1 bar spoon of French apricot marmalade
15 ml of French orange liqueur
15 ml of lime juice
Garnish: Biscotti
Glass: Martini glass
Method:
Add Monarch, French apricot marmalade, orange liqueur, and lime juice into a shaker with ice.
Shake vigorously to ensure the marmalade mixes well.
Strain into a chilled martini glass.
Garnish with some biscotti.
Sanaya Dahanukar, Marketing Manager, Tilaknagar Industries Ltd.: Brandy has long been associated with slow sipping and old-world charm, but it’s the spirit everyone keeps overlooking in conversations around cocktails. There is so much untapped potential for brandy, and with luxury spirits making their way into India’s mixology world, we released Monarch Legacy Edition. Our aim with Monarch is to change the perception of brandy and showcase its immense untapped potential – as a spirit of boundless versatility. With its rich complexity and depth, brandy has a fantastic range of flavours that work beautifully when sipped neat and in cocktails. Whether adding a deeper note to a sidecar, bringing depth to a brandy sour, or elevating an aperitif spritz, Monarch is redefining how brandy is perceived, taking its rightful place at the forefront of modern mixology.
Blooming Breeze by Davana Vermouth Indica
A light and elegant cocktail, Blooming Breeze captures the essence of spring. Made with India’s first homegrown vermouth brand, this includes Davana Bianco for an herbal depth, blending harmoniously with the floral sweetness of elderflower and the crisp tartness of fresh green apple juice. A touch of lime brightens the flavours, and a silky foam finish creates a beautifully smooth texture.
Ingredients:
Davana Bianco – 60ml
Elderflower Syrup – 15ml
Lime Juice – 10ml
Fresh Green Apple Juice – 60ml
Magic Foam – 2 drops
Green Apple Fan – for garnish
Method:
In a shaker, combine Davana Bianco, elderflower syrup, lime juice, fresh green apple juice, and two drops of Magic Foam. Add ice and shake vigorously to create a smooth, foamy texture. Double strain into a glass to achieve a clean and refined pour. Garnish with a green apple fan and enjoy!
Chethan M V, Brand Ambassador, Davana Vermouth Indica: Vermouth has long been a staple in cocktails, yet in India, it’s remained an underrated ingredient—until now. With the launch of Davana Vermouth Indica, the country finally has its own homegrown vermouth, marking a new chapter for the category. As India’s cocktail culture evolves, vermouth continues to be the perfect base for classics like Negronis and Martinis, with Davana Vermouth being a great addition to Highballs and Spritzers. It offers a playground for experimentation, as bartenders embrace its Indian botanical profile, creating innovative cocktails that highlight its depth and versatility. The possibilities are endless, and we’re just getting started on this new era of vermouth in India.
Marigold Smash by Godawan Artisanal Indian Single Malt
A bold and vibrant cocktail that celebrates the love for mangoes and Indian Single Malts! Crafted with Godawan 02 Fruit & Spice, this drink showcases the whisky’s exquisite balance of dried fruit sweetness and warm spice, blending with the tropical notes of mango juice blend. The touch of spice and citrus bring in a fiery contrast.
Ingredients:
Godawan 02 Fruit & Spice – 50ml
Mango Juice – 40ml
Fresh Lime Juice – 15ml
Jalapeño/Chili – to taste
Soda – to top up (optional)
Spice Salt Mix – for the glass rim
Method:
Add a spiced salt rim to your glass and keep aside. In a shaker, combine Godawan 02 Fruit & Spice, mango juice, lime juice, and chili or jalapeño. Add ice and shake well to blend the flavours before straining into your glass. Add a splash of soda if you prefer!
Elderflawed by D’YAVOL
Elderflawed by D’YAVOL is a bold and refreshing vodka-based cocktail, perfect for summer indulgence. Crafted with the smooth elegance of D’YAVOL Single Estate Vodka, zesty clear lime juice, and the delicate floral sweetness of elderflower syrup, this drink is topped with crisp tonic water for a perfectly balanced sip. Ready to elevate your cocktail game? Let’s mix things up!
Ingredients:
D’YAVOL Single Estate Vodka – 45 ml
Clear lime juice – 15 ml
Elderflower syrup – 15 ml
Tonic water – 120 ml
Method:
In a Japanese High Ball glass, pour in D’YAVOL Single Estate Vodka, clear lime juice, Elderflower syrup and finish with tonic water. Top with a garnish of baby’s breath, and this refreshing cocktail is ready.
Leti Blagoeva, Co-Founder, SLAB Ventures: Cocktails today are more than just drinks—they’re an expression of artistry and taste. Mixologists are redefining the craft, but at the heart of every great cocktail is the spirit itself. The right spirit doesn’t just complement a cocktail; it elevates it, adding depth, character, and a level of refinement that transforms every sip into an experience.
Irish Coffee by Tulleeho
This Cocktail Day, here’s some trivia on a much-loved classic: the Irish Coffee. Cocktail legend has it that one Joseph Sheridan, a chef at Foynes Port in Limerick County, Ireland, added a generous dash of Irish whiskey to regular coffee to warm up passengers on their way over to America, and in that moment of brilliance, the classic Irish Coffee was born. And here’s how you can make your own:
Ingredients:
Irish whiskey – 60 ml
Black coffee – 1 cup
Hot Brown sugar – 1 tbsp
Sweetened whipped cream – to top
Instant coffee/cocoa powder – to garnish
Method:
Pour the coffee into the cup, add the whiskey and brown sugar and stir to dissolve.
Float the whipped cream on top, sprinkle with a little instant coffee/cocoa powder and serve immediately.
Vikram Achanta, Founder & CEO of Tulleeho and Co-Founder of 30BestBarsIndia and India Bartender Week: While innovative cocktails have dominated the scene, the resurgence of the classic cocktail is unmistakably on the horizon. This year, bars that master the fundamentals—perfecting balance, technique, and quality ingredients—will stand out. It’s no longer about excessive elements or theatrics; the real craft lies in nailing the essentials. A milestone like National Cocktail Day serves as the perfect reminder that timeless, well-executed drinks will always have their coveted spot at the bar.
Pistoloma – A Paloma by Maya Pistola Agavepura
A refreshing and zesty cocktail that’s effortlessly easy to make! The Pistola Paloma highlights the smooth vibrance of Pistola Joven, perfectly balanced with the tangy sweetness of grapefruit and a hint of saline for depth. Light, citrusy, and sparkling—this is your go-to cocktail for a laid-back yet flavourful sip!
Ingredients:
60 ml – Pistola Joven
45 ml – Grapefruit Juice
15 ml – Lime Juice
15 ml – Agave Nectar
5 ml – Saline
Method:
Fill a glass with ice.
Add the ingredients listed above.
Top up with Grapefruit Soda and garnish with a Grapefruit wedge.
Kimberly Pereira, Chief Operating Officer, Maya Pistola Agavepura (Pistola): If there’s one sure sign that a spirit is on the rise, it’s how quickly it integrates into cocktail culture and catches the attention of top mixologists. Agave’s ascent has been driven almost entirely by its incredible versatility in cocktails—whether in bold, structured classics or contemporary creations. Our Reposado is a standout favourite behind the bar, delivering depth and character that shine in cocktails. With summer approaching, the Picante, Paloma, and Margarita are go-to warm-weather staples – these drinks are easygoing, refreshing, and perfect for the season. But there’s even more to explore, this National Cocktail Day—swap in agave for whisky in a classic cocktail, and you’ll unlock an entirely new dimension of flavour.
SUMMER SHANDY by Geist Brewing Co.
Light, citrusy, and oh-so-refreshing, Geist Brewing Co.’s Summer Shandy is the ultimate easygoing drink. A vibrant mix of Belgian-style Geist Witty Wit and zesty lime soda, this cocktail delivers the perfect balance of tangy-sweet refreshment. Whether you’re lounging outdoors or just unwinding, this effortless beer-cocktail is the perfect sip for the warm sunny days.
Ingredients:
100 ml – Geist Witty Wit
30 ml – Lime Juice
60 ml – Sprite
Method:
Fill a highball glass with ice, add Geist Witty Wit and lime juice, then top with Sprite.
In 1987 itself, actor Danny Denzongpa had quietly started Yuksom Breweries
Long list of International actors, singers, sports personalities own liquor brands
India is yet to see a woman celebrity owning a liquor brand
On April 10, actor and businessman, Ajay Devgn joined the bandwagon of celebrities, part owning liquor brands with the launch of ‘The GlenJourneys Pioneer Edition’, a premium 21-year-old Highland single malt scotch whisky. Devgn has partnered with luxury spirits house Cartel Bros in this venture. He is not the first, nor is he going to be the last to venture into owning liquor brands, even as premiumisation is becoming the norm and connoisseurs are increasingly becoming aspirational and are looking at experiences, brand identity and quality. This trend began in the West with several celebrities associated with high-end brands and is catching up here.
Long before any of them really got into owning liquor brands or even before premiumisation had set in, our own Danny Denzongpa, the villain and character actor in Bollywood, had founded the Yuksom breweries in his hometown – Sikkim. Actor Tsering Phintso alias Danny Denzongpa’s, Yuksom Breweries Limited was established in 1987. Subsequently, in 2005 and 2009, Yuksom set up its second greenfield project in Odisha and acquired third brewery, Rhino Agencies in Assam. The three breweries together have a production capacity of over 680,000 HL per annum.
Yuksom Breweries has its market in Sikkim, West Bengal, Assam and Arunachal Pradesh. The brands include Hit (Super Strong Beer); He-Man 9000 (Super Strong Beer, bottle and can); Dansberg 16000, brewed at Denzong Breweries and sold in Odisha and also internationally (Super Premium Beer); Dansberg Blue (Premium Lager); Denzong 9000 (Strong Beer); Dansberg Red (Special Strong Beer); Dansberg Strong (Premium Strong Beer); He-Man 9000 Gold (Ultra Super Strong Beer); Himalayan Blue (Premium Lager Beer) exported to US and Australia and Himalayan Snowman (Super Premium Beer) sold in US.
Shah Rukh Khan and son Aryan Khan’s D’Yavol Inception making waves
Shah Rukh Khan (SRK), the highly popular Bollywood actor and his son Aryan Khan jumped into the fray in 2023 with the launch of D’Yavol Inception, a 100% pure malt Scotch whisky. Originating from Scotland, this whisky is carefully crafted as a medley of eight selected single malts hailing from the Speyside, Highland, Lowland, and Islay regions.
His son recently launched fashion and lifestyle brand D’yavol X in partnership with the Belgian drink and brewing company Anheuser-Busch InBev (AB InBev) in the Indian market.
D’Yavol which means ‘Devil’ in Russian has already captured the imagination of whisky drinkers in Karnataka, Maharashtra, West Bengal, Haryana, Delhi, Uttar Pradesh, Telangana, and Goa. The price ranges from ₹6,000 in Haryana to ₹9,950 in Karnataka. It has bagged several awards including the ‘Best Overall Scotch’ as well as the ‘Best of Class’ Blended Malt Scotch Whisky at the 2024 New York World Spirits Competition (NYWSC) for its flagship whisky – Inception.
D’Yavol co-founder Shah Rukh Khan said “INCEPTION’s award at the New York World Spirits Competition is a testament to the belief that the finest things in life are crafted with care and passion.”
Sanjay Dutt ‘s The Glenwalk has amazing sales
Another actor who has invested in alcobev startup Cartel & Bros is Sanjay Dutt and The Glenwalk Scotch whisky is quite popular having notched up impressive sales of 1.4 million bottles in FY 2024-25. Riding on his popularity, the company hopes to touch 4.2 million bottles in FY2025-26. Launched in December 2024, the brand is said to have generated over ₹15 crores in just 45 days, selling over 300,000 bottles in Maharashtra alone.
Cartel & Bros is a partnership of Manesh Sani and Mokksh Sani of Living Liquidz, one of the largest liquor retail chains in India; Jittin S. Merani of Drinq Bar Academy; and Rohan Nihalani of Morgan Beverages. “Unlike other Scotch whiskies in India, where the alcohol comes at a higher ABV from Scotland and is then bottled in India with Indian water, The Glenwalk is made and bottled in Scotland with Scottish water. This guarantees an authentic taste of Scotch,” said Jittin S. Merani.
Cartel & Bros are totally in sync with market trends and know how celebrities with their fan-following can influence them into becoming potential consumers. They are playing with the psyche of the fans and are roping in celebrities as the latter can build brands at accelerated pace. We have seen that happen with The Glenwalk. Now, Cartel and Bros has brought on board Ajay Devgn for ‘The GlenJourneys’, but we are yet to see any female celebrity in the alcobev sector, but the guess is, it won’t be too long a wait as India has seen a number of young women entrepreneurs launching gin, tequila and other categories with success.
Ranveer Singh equity partner in ABDMaestro
Last year, another superstar Ranveer Singh became an equity partner in Allied Blenders and Distillers Maestro, in a new business venture to offer a portfolio of premium brands. “I am delighted to partner with Allied Blenders and Distillers’ unique initiative. This venture is not just about creating and offering premium and luxury spirits, but equally about realising the aspirations of the Indian consumer. We’re blending world-class products, sourcing and craftsmanship with the rich, vibrant flavours of India, creating experiences that speak to people,” said Ranveer Singh, business and creative partner.
“At ABD Maestro, we believe in the power of innovation. This new venture, with a major impact personality like Ranveer Singh, represents our commitment to bring together simply the best. With him as our business partner and a creative mentor, we are confident that our luxury products will resonate with consumers,” said Alok Gupta, Managing Director, Allied Blenders and Distillers Limited.
Rana Daggubati’s Loca Loka
Actor Rana Daggubati owns an international tequila brand Loca Loka (Loca in Spanish means crazy and Loka in Sanskrit means world), using 100% pure highland agave sourced from the highlands of Jalisco, Mexico. In collaboration with music composer Anirudh Ravichander, Loca Loka is imagined in India, authentically produced in Mexico. The duo has blended & bottled the cultures, colours, art, tastes, and emotions of the two nations with vibrant energy.
At the launch last year, Daggubati said, “Both Indian and Mexican cultures boast rich histories, vibrant music and art, and much more. With Loca Loka, we look forward to bringing the essence of these cultures together and sharing them with longtime lovers of tequila, as well as those who are beginning their tequila journey. The entrepreneurial opportunity to innovate within the spirits industry while honouring and merging Indian and Mexican traditions is an adventure, I actively wanted to be a part of instead of just being a brand ambassador. There are so many possibilities with this venture and the introduction of Loca Loka is just the start.”
Celebrity Pull Factor
There is more than one reason why companies are bringing celebrities on board. Besides, their pull factor, making the brands more noticeable and reaching a wider audience, celebrities, unlike earlier days, are weary of advertising, even surrogate advertising. In India, the Central Consumer Protection Authority (CCPA) has escalated its efforts to clamp down on the indirect promotion of alcohol and tobacco. Celebrities and social media influencers who engage in such promotional activities could now face penalties of up to ₹50 lakh, according to new CCPA guidelines.
From advertising to investing, celebrities across the globe have made a decisive impact on businesses as they help in reaching a broader audience; improve brand credibility; go beyond boundaries; and make brands stand out from competitors.
Dwayne Johnson, Beyonce, Michael Jordan…. List of celebrities owning spirit brands is unending
Celebrities in India have just taken the first step, while internationally the list of celebrities from the field of cinema, music, sports etc, is quite exhaustive. They include Fast and Furious actor Dwayne Johnson (owns Teremana Tequila brand ); American rapper and actor Snoop Dogg (Still G.I.N); American singer and husband of Priyanka Chopra, Nick Jonas (Villa One Tequila); actor Ryan Reynolds (Aviation American Gin); Hollywood star George Clooney and Rande Gerber (Casamigos Tequila); Singer Beyonce (SirDavis Whisky); American TV personality and influencer, Kylie Jenner (Sprinter vodka); Hollywood star Brad Pitt (The Gardener Gin); actors Matthew McConaughey and Camila McConaughey (Pantalones Organic Tequila); Basketball icon Michael Jordan (Cincoro Tequila); Music band The Rolling Stones (Crossfire Hurricane Rum); actor and singer Jennifer Lopez (Delola, RTD spritz); actor Emma Watson and her brother Alex (Renais Gin); WWE star John Cena (Thomas Ashbourne); ‘Sex and the City’ TV personality Sarah Jessica Parker (The Perfect Cosmo by SJP); Heavy metal band Metallica (Blackened Whiskey); actor Mark Wahlberg (Flecha Azul Tequila); actor Eva Longoria (Casa Del Sol Tequila); singer Mariah Carey (Black Irish cream liqueur); Jamie Foxx (BSB-Brown Sugar Bourbon); actor Kate Hudson (King St. Vodka); singer Bob Dylan (Heaven’s Door Spirits, handcrafted whiskeys); actor Channing Tatum (Born and Bred Vodka); singer Justin Timberlake (Sauza 901 Tequila); David Beckham (Haig Club) among many others.
Ambrosia Magazine 2025 Awards jury member and global spirits expert shares his take on the future of Bourbon and American whisky in India. He is an award winning whisky expert, Keeper of The Quaich and Whisky Magazine Hall of Fame Member.
For the last twenty-five years whisky has enjoyed an unprecedented global growth in popularity, profit, expansion and appreciation in the alcobev industry, and among adult beverage consumers. While Scotch whisky has definitely dominated the landscape for decades, increasing – global travel, social media and global awareness has seen the world’s whisky industry explode. Whisky drinkers are now global explorers, enjoying flavours, aromas, enthusiasm and excitement from all over.
Nowhere is that more exciting than in India, the world’s largest whisky consuming and whisky producing country. India’s own export whiskies are gaining worldwide recognition, almost daily, as they continue to receive accolades and awards at major international competitions. The excitement is in India as well, not just for locally produced products but for whisky from other countries. The popularity of whisky continues to grow among Indian consumers as they explore outside the traditional boundaries.
Bourbon, together with its sibling Tennessee whisky and with its cousin, American Rye whisky, is America’s most popular spirit and has been enjoying growth at home and abroad. Virtually every alcohol consuming culture has a whisky or two which uniquely identifies with the local ingredients, natural resources and climate. Some emulate Scotch whisky, as Scotch is iconic and renowned for its flavour and its traditions. Others celebrate their differences and use local grains and ingredients to achieve a whisky experience which reflects their origins.
Bourbon is a uniquely American spirit and, by law, regulation and international trade agreements, it is acknowledged and protected as such. To carry the label ‘Bourbon’, it must be made in the United States and distilled from at least 51% corn maize, which brings a sweet and fruity character all its own. The balance of grain, called a “mash bill” must be composed of cereal grains – generally rye or wheat – with some malted barley. Bourbon must be matured in new, charred oak containers. The production standards are very specific and while most Bourbon is produced in the state of Kentucky, it can be made in any part of the U.S.
What does the future hold for Bourbon globally and in India? The global Bourbon spirits market is experiencing strong growth, despite a current slowdown due to international tariffs and uncertainty, with projections indicating a rise from approximately $8.2 billion in 2022 to $12 billion by 2030, driven by factors like premiumisation, craft distilleries and international demand.
Here’s a more detailed look at the bourbon volume growth.
• Premiumisation:
Consumers in India and elsewhere are increasingly seeking higher-quality and premium whisky offerings, leading to growth in the high-end and super-premium categories.
• Craft Distillery Interest:
There is growth in craft distilleries and artisanal whisky production which caters to the demand for unique and distinctive spirits.
• International Demand:
Bourbon’s popularity is expanding internationally, with key export markets like Europe, Japan, and Australia showing significant recent gains.
• Popular Cocktail Culture:
The “Cocktail Revolution” continues to expand internationally. The growing popularity of Bourbon-based cocktails and the expansion of cocktail culture further fuels demand. Many classic whisky cocktails are quite adaptable to Bourbon. India is a current global hotspot for this revolution.
• Cross Demographic Appeal and Affordability:
Bourbon has two very important characteristics which make it particularly attractive. First, accessibility – there is the range of pricing from value brands, which are priced to compete with popular, less expensive spirits to ultra-premium labels which appeal to connoisseurs and collectors. The second, perhaps more important, appeal – Bourbon is transgenerational in its appeal and crosses the full range of enthusiasts of all ages, genders and economic classes. In India, this translates into a product which will appeal to younger, aspirational drinkers and explorers.
• Tourism and Distillery Visits:
With return to global travel and the unique relationship between The US and India, particularly in the tech industry where whisky enjoys exceptional popularity, there is resurgence of tourism and distillery visits, providing immersive experiences for consumers, contributes to market growth. This is particularly apparent in Kentucky and Tennessee just as it is also beginning to happen in India.
• Sustainability:
Many distilleries are embracing eco-friendly practices, aligning with consumer demand for environmentally responsible products.
Market Projections:
• Global Market Value:
The global bourbon spirits market is expected to reach $12 billion by 2030, growing at a compound annual growth rate (CAGR) of around 5.6% between 2023 and 2030.
• North America Dominance:
North America remains the dominant market for bourbon, benefitting from strong local demand and a well-established production infrastructure.
• India and Asia-Pacific Growth:
The Asia-Pacific region is projected to experience the fastest growth in the bourbon spirits market. The opportunities in India are exciting as US Bourbon currently enjoys an import duty advantage over its Scotch whisky competitors and cheaper local IMFL products, making it competitive.
• Producers such as DIAGEO, which makes the incredibly fast growing and much celebrated brand, Bulleit Frontier Whiskey Bourbon, as well as several other American whiskey brands, have a strong advantage because of their already well-established infrastructure and market presence in India as well as their familiarity with local whisky culture.
Specific Growth Figures:
• In 2022, bourbon and Tennessee whiskey volumes in the U.S. grew by 4.2% to 29.7 million 9-liter cases, with revenues increasing by 10.5% to USD 4.5 Billion.
• The global bourbon spirits market was valued at nearly US$ 8 billion in 2022 and is expected to reach US$ 15 billion by 2030.
• The global Bourbon category is predicted to grow by 5% between 2022 and 2031.
• The global bourbon spirits market was valued at $7.8 billion in 2021, and is projected to reach $12.8 billion by 2031, growing at a CAGR of 5% from 2022 to 2031.
The Bottom Line – Bourbon’s Future in India
India is excited about American whiskey. A new, younger generation of educated, globally aligned consumers is energising the whisky market in India and Asia. Currently there are number of products available in India which includes Jack Daniel’s, Jim Beam, Woodford Reserve, Maker’s Mark, Gentleman Jack and Old Forester. And with the entry of Sazerac through John Distilleries Ltd as well as scores of other US companies, the Indian market will be flooded with bourbon and Tennessee whiskeys. Bourbon enjoys a particularly competitive advantage over other imported spirit products. My prediction – a bright and sunny future for Bourbon in India.
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