Bacardi claims India is the largest brandy market globally with its new launch of Good Man Brandy in the Indian market: Bonafide Research

Grey Goose owner Bacardi introduced Good Man brandy, India’s first made bottle, exclusively in southern states of the country like Kerala, Karnataka, Telangana, and Pondicherry; with the main purpose of disrupting the premium brandy segment.

Consumers across the country are open to experimenting more with their drinking choices and are seeking more premium experiences. The social and cultural taboo around alcoholic beverages is slowly dissipating, and some beverages, such as wine, are becoming a status symbol among the upwardly mobile classes. The Indian wine market might be at a nascent stage, but its potential is fast attracting the interest of wine exporters from all over the world. The cultural revolution that millennial India is undergoing is forcing a change in tastes and preferences, inching towards more refined and premium imported wines. A rising level of health consciousness among Indians who see wine as a healthy alternative to other hard liquors also contributes to its popularity.

According to Bonafide Research's report, "India Brandy & Wine Market Outlook, 2027-28," demand for premium brandy range is increasing, while wine drinking is becoming a social norm among Indians.For most people, enjoying a glass or two of red wine each day can be part of a healthy diet. The key is moderation. Regardless of the possible health benefits, drinking excess alcohol can do more harm than good.

Rapid urbanization, changing lifestyles, rising disposable incomes, exposure to new and western cultures, and overseas education have contributed to the popularity of wine in India, particularly among urban consumers. Growth in the number of foreign tourists in India has also led to an increase in overall wine consumption. In 2018, India’s local wine production stood at approximately 17 million liters, whereas wine imports in the same year were 5.2 million liters, valued at US$28.38 million. India’s top destinations for wine imports in 2018 were Australia and the European Union. High tariff rates are a point of contention for exporters, but the fast-growing Indian wine market can no longer be ignored. Moreover, geopolitics continues to disrupt global trade, making it necessary for exporters to diversify their target markets.

Despite being not so popular in many regions of India, brandy holds the second place in the Indian alcoholic beverage market. The only beverage ahead of brandy is whiskey, which occupies a major share of the Indian alcoholic beverage market. Brandy Is Getting Trendy! India is increasingly adopting the boozing culture. This is because of the rising number of bars and restaurants. The Indian brandy market is highly concentrated in the west and accounts for more than 35% of the Indian brandy market by region's consumption. Despite only having a high presence in the west, brandy manages to secure the second position in Indian alcoholic beverages, just behind whisky. The companies in the Indian brandy market have started focusing on the other regions. Brandy is promoted as a healthy drink which also provides many health benefits and cures different diseases. The brandy market is slowly shifting towards premiumization, which will reduce the regular brand's consumption in the near future. While Indian brandy companies are finding it hard to make consumers switch to premium brands as India is a price-sensitive country and any change in price highly affects the sales.

While brandy contains 35% to 60% alcohol by volume and is typically taken as an after-dinner drink, in wine it is around 12%. Some of the famous brandies in the Indian market are McDowell’s No.1, Remy Martin, Old Admiral, Hennessy, Golden Grapes, Honey Bee, John Exshaw, Clovis, Courrier Napoleon, and Courvoisier. Some of the best wines in India are Cabernet Shiraz by Sula, Sette by Fratelli Wines, Big Banyan Merlot, Four Seasons Barrique Reserve Shiraz, La Reserve by Grover Zampa, Reserve Tempranillo By Charosa, York Arros, Reveilo Reserve Cabernet Sauvignon, KRSMA Sangiovese, Myra Cabernet Sauvignon.
The top players are concentrating mostly on technical developments in order to increase efficiency. Long-term growth patterns for this market can be achieved by maintaining current development trends and having the financial resources to participate in the best strategies.