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Food & Beverages
Bacardi stakes its claim on India's position as the world's largest brandy market with Good Man Brandy launch: Bonafide Research
From Vineyard to Living Room, How Brandy and Wine Are Quietly Taking Over India’s Changing Beverage Culture
From royal tables in ancient palaces to sleek lounges in modern cities, the journey of India’s brandy and wine market has been one of bold sips and cultural shifts. It began as a niche drink brought in through colonial influences, mostly limited to the elite, but over time, growing curiosity and changing social habits pushed it into the mainstream. People first struggled with limited choices, high costs, and a lack of local production, so producers introduced a wider range from fruity reds to smooth aged brandy to match Indian palates and pockets. Today, it is enjoyed by a mix of urban professionals, festive families, and social drinkers across metros and tier-2 cities, often served during celebrations, dinners, and weekend gatherings. Technically, these drinks are made through fermentation and distillation brandy comes from distilled wine or fruit juice, while wine is the result of fermented grapes both offering a rich taste and relaxing effect. They offer warmth, calmness, and a social charm, helping people unwind or mark a special moment. Their growing popularity is backed by smarter packaging, improved quality, and flavor innovation, R&D by Indian and global companies working on barrel aging, grape quality, and local sourcing. Still, the market faces its own hiccups regulatory hurdles vary by state, making distribution and pricing unpredictable. Social stigma in some regions limits open consumption, especially among women. Heavy taxes increase retail prices, keeping premium options out of reach for many. Lack of awareness around pairing and proper serving also holds back the wine culture from maturing in the way it has in Western countries.
According to the report, "India Brandy & Wine Market Outlook, 2027-28," published by Bonafide Research, states that the demand for these alcoholic beverages in India is projected to grow at a CAGR of 11.14% over the forecast period 2027-28.India’s love affair with rich, aged spirits and elegant pours has now turned into a booming business, with the brandy and wine. What fuels this rise is a mix of rising disposable incomes, evolving social lifestyles, and the shift from hard liquor to more refined, slow-sip choices. People now enjoy a glass over dinner, not just during celebrations, and that cultural shift is changing shelves across the country. A recent development in the market is the rise of boutique vineyards and homegrown labels crafting region-specific wines and premium brandy blends that appeal to younger drinkers and urban connoisseurs. Leading the pack are companies like Sula, Grover Zampa, and John Distilleries—each offering diverse variants to suit Indian taste buds and climates, ranging from bold reds and sweet ros?s to oak-aged brandies with smooth finishes. They do this to capture the growing demand for locally produced, globally styled drinks. A huge opportunity lies in untapped regions and the growing curiosity around food pairings, vineyard tourism, and premium gifting, especially as awareness spreads through social media and events. For producers, navigating the market means complying with strict state regulations, FSSAI licensing, and legal age verification, all of which help ensure quality, safety, and traceability for consumers. A strong trend now is the rise of fruit wines, low-alcohol variants, and women-centric marketing, which speaks to the modern consumer’s demand for lighter, more approachable options that match their lifestyle.
The retail channel is the most widespread, covering standalone liquor shops, premium wine boutiques, and large-format outlets in both urban and semi-urban areas. This channel allows consumers to directly choose from a variety of domestic and imported brands, and it plays a crucial role in impulse purchases and routine consumption. The institutional channel mainly caters to restaurants, bars, hotels, lounges, and event venues, where brandy and wine are served by the glass or bottle. These outlets often stock premium selections and play a strong role in building awareness around new labels and lifestyle choices. They also influence aspirational drinking behavior, especially among young professionals and tourists. The CSD (Canteen Stores Department) channel serves the defense personnel and their families, offering brandy and wine at subsidized prices. It is a highly organized, controlled channel and is significant in terms of consistent demand and volume, especially for Indian-made brands. Each channel contributes uniquely to the market—retail drives visibility and accessibility, institutional builds brand image and experiences, and CSD ensures reach among a loyal and stable consumer group.
In urban areas, the demand is driven by a growing middle class, increased disposable income, and changing social norms around alcohol consumption. Urban consumers, especially in metro cities and tier-1 towns, are more open to experimenting with different types of wine and brandy, including premium and imported options. They often buy through retail stores, online platforms, and enjoy wine or brandy in restaurants and lounges. The rise in home gatherings, food pairing culture, and lifestyle awareness also boost urban demand. Meanwhile, rural areas are slowly embracing these categories, though the pace is modest compared to cities. In rural markets, consumption leans more toward brandy due to its warmth and perceived medicinal value, especially in colder regions. Awareness campaigns, improved retail reach, and affordable Indian brands are helping brandy and wine gain traction even in small towns and villages. However, product availability, pricing, and cultural acceptance still vary. While urban markets are key for premium and diverse offerings, rural regions hold untapped potential for value-driven growth.
From royal tables in ancient palaces to sleek lounges in modern cities, the journey of India’s brandy and wine market has been one of bold sips and cultural shifts. It began as a niche drink brought in through colonial influences, mostly limited to the elite, but over time, growing curiosity and changing social habits pushed it into the mainstream. People first struggled with limited choices, high costs, and a lack of local production, so producers introduced a wider range from fruity reds to smooth aged brandy to match Indian palates and pockets. Today, it is enjoyed by a mix of urban professionals, festive families, and social drinkers across metros and tier-2 cities, often served during celebrations, dinners, and weekend gatherings. Technically, these drinks are made through fermentation and distillation brandy comes from distilled wine or fruit juice, while wine is the result of fermented grapes both offering a rich taste and relaxing effect. They offer warmth, calmness, and a social charm, helping people unwind or mark a special moment. Their growing popularity is backed by smarter packaging, improved quality, and flavor innovation, R&D by Indian and global companies working on barrel aging, grape quality, and local sourcing. Still, the market faces its own hiccups regulatory hurdles vary by state, making distribution and pricing unpredictable. Social stigma in some regions limits open consumption, especially among women. Heavy taxes increase retail prices, keeping premium options out of reach for many. Lack of awareness around pairing and proper serving also holds back the wine culture from maturing in the way it has in Western countries.
According to the report, "India Brandy & Wine Market Outlook, 2027-28," published by Bonafide Research, states that the demand for these alcoholic beverages in India is projected to grow at a CAGR of 11.14% over the forecast period 2027-28.India’s love affair with rich, aged spirits and elegant pours has now turned into a booming business, with the brandy and wine. What fuels this rise is a mix of rising disposable incomes, evolving social lifestyles, and the shift from hard liquor to more refined, slow-sip choices. People now enjoy a glass over dinner, not just during celebrations, and that cultural shift is changing shelves across the country. A recent development in the market is the rise of boutique vineyards and homegrown labels crafting region-specific wines and premium brandy blends that appeal to younger drinkers and urban connoisseurs. Leading the pack are companies like Sula, Grover Zampa, and John Distilleries—each offering diverse variants to suit Indian taste buds and climates, ranging from bold reds and sweet ros?s to oak-aged brandies with smooth finishes. They do this to capture the growing demand for locally produced, globally styled drinks. A huge opportunity lies in untapped regions and the growing curiosity around food pairings, vineyard tourism, and premium gifting, especially as awareness spreads through social media and events. For producers, navigating the market means complying with strict state regulations, FSSAI licensing, and legal age verification, all of which help ensure quality, safety, and traceability for consumers. A strong trend now is the rise of fruit wines, low-alcohol variants, and women-centric marketing, which speaks to the modern consumer’s demand for lighter, more approachable options that match their lifestyle.
The retail channel is the most widespread, covering standalone liquor shops, premium wine boutiques, and large-format outlets in both urban and semi-urban areas. This channel allows consumers to directly choose from a variety of domestic and imported brands, and it plays a crucial role in impulse purchases and routine consumption. The institutional channel mainly caters to restaurants, bars, hotels, lounges, and event venues, where brandy and wine are served by the glass or bottle. These outlets often stock premium selections and play a strong role in building awareness around new labels and lifestyle choices. They also influence aspirational drinking behavior, especially among young professionals and tourists. The CSD (Canteen Stores Department) channel serves the defense personnel and their families, offering brandy and wine at subsidized prices. It is a highly organized, controlled channel and is significant in terms of consistent demand and volume, especially for Indian-made brands. Each channel contributes uniquely to the market—retail drives visibility and accessibility, institutional builds brand image and experiences, and CSD ensures reach among a loyal and stable consumer group.
In urban areas, the demand is driven by a growing middle class, increased disposable income, and changing social norms around alcohol consumption. Urban consumers, especially in metro cities and tier-1 towns, are more open to experimenting with different types of wine and brandy, including premium and imported options. They often buy through retail stores, online platforms, and enjoy wine or brandy in restaurants and lounges. The rise in home gatherings, food pairing culture, and lifestyle awareness also boost urban demand. Meanwhile, rural areas are slowly embracing these categories, though the pace is modest compared to cities. In rural markets, consumption leans more toward brandy due to its warmth and perceived medicinal value, especially in colder regions. Awareness campaigns, improved retail reach, and affordable Indian brands are helping brandy and wine gain traction even in small towns and villages. However, product availability, pricing, and cultural acceptance still vary. While urban markets are key for premium and diverse offerings, rural regions hold untapped potential for value-driven growth.
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