India Alcoholic Beverages Market Outlook, 2027-28

India Alcoholic Beverages Market by Bonafide Research, states that the consumption of alcoholic beverages is to reach 11.45 billion litres by 2027-28.

Featured Companies

  • 1. Allied Blenders and Distillers Private Limited
  • 2. Bacardi India Private Limited
  • 3. DIAGEO India Private Limited
  • 4. Jagatjit Industries Limited
  • 5. John Distilleries Private Limited
  • 6. Mohan Meakin Limited
  • More...

India is the world’s 9th largest consumer of alcohol. It is the second largest consumer of spirits like whiskey, vodka, gin, rum, tequila, and liqueurs, behind China. The Indian whiskey market flourished despite many roadblocks. The importance of the Indian whisky market to the global well-being of the whisky category cannot be overstated: nearly one in every two bottles of whisky bought around the world is now sold in India, and seven of the top ten global whisky brands are Indian. Demand is being fuelled by a rising consumer base of young consumers who are becoming more affluent in a country where the global reach of some of the smaller cities is becoming more significant, diluting the historical whisky sales bias towards the big three cities of Mumbai, Delhi, Gurgaon and Bangalore. Consumers are moving towards the premiummization of whiskey brands. This has prompted the emergence of some pioneering and cult Indian whisky companies like John Distillers and Amrut Distillers, who are raising the bar for Indian whisky. Attempts are also being made to create a buzz around the use of whisky in cocktails, which will make the category more relevant not just to younger drinkers, but also to the female market. There is already evidence that in the higher echelons of Indian society, women are developing a taste for top-end whiskies.

According to the research report, "India Alcoholic Beverages Market Outlook, 2027-28" published by Bonafide Research, states that the consumption of alcoholic beverages is to reach 11.45 billion litres by 2027-28, which would generate revenue worth INR 58,618 crores. India consumed 8.82 billion litres of alcoholic beverages in 2021–22. India consumes more whiskey than any other country in the world, about 3 times more than the US, which is the next biggest consumer. Nearly one in every two bottles of whiskey brought around the world is now sold in India. Whiskey constituted 48% of the market share in India in 2021-22, followed by brandy and wine. Almost 60% of the urban population drinks alcoholic beverages on a daily, weekly or monthly basis. The population residing in the metro cities of India consumes most alcoholic beverages influenced by western culture. Consumption of alcohol in the southern states of India is higher than in other regions of the country. On the other hand, eastern states have the lowest consumption of alcohol. Alcohol consumption by women is highest in the eastern part of India and lowest in northern India. On the other hand, alcohol consumption by men is highest in East India and lowest in West India.

According to the NFHS (National Family Health Survey-5) Survey 2021, nearly 150 million adults (15 years and above) in India drink alcohol (10% of all adults). As per the findings, alcohol consumption amongst adult women (15 years and above) is at 1.3%, and for adult men (15 years and above) it is at 18.8%.

The price of the bottle of alcohol, rum, or vodka keeps rising due to the state governments and the plethora of taxes they impose, considering it a sinful product. The most common taxes are excise duties and levies such as sales tax, gallonage fees, and licence fees. On top of that, some states even charge VAT on the level of production and distribution. The highest excise duty was earned by Tamil Nadu in 2015-2016 and in 2019-2020 by Uttar Pradesh. The state government gets as much as INR 85 via taxes out of every INR 100 spent by a buyer on liquor. The sale of alcohol has always been a strong source of inflow for states, one of the reasons why the Centre never brought it under the purview of GST. but levies VAT on raw materials used to produce alcohol that is as high as 18% and to fill their coffers after their revenues were battered by several months of the COVID-19 lockdown. They levy GST on transportation and freight charges for liquor. In the Budget 2021, the Finance Minister proposed an agriculture infrastructure cess of 100% on all alcoholic beverages. However, according to experts, this new tax will not increase alcohol prices. That’s because 100% of agri infrastructure cess is cancelled by a 100% reduction in customs duty.

The 29 states and Union Territories of India approach liquor taxation policy differently. For instance, Gujarat and Bihar have banned their citizens from consuming liquor, meaning the state’s revenue from liquor consumption is nil, but outsiders with special licences can still buy it. On the other hand, Puducherry earns most of its revenue from alcohol trading. Uttar Pradesh earns the most excise duty on liquor. While Punjab decided to keep its excise duty unchanged in the current fiscal, it has increased its sales quota and expects to collect a revenue of INR 7,000 crores in the next fiscal. A Crisil report showed that in May 2020, Andhra Pradesh, Telangana, Kerala, Karnataka, and Tamil Nadu states earn some 15% of their revenue from excise duty, a Crisil report showed. Andhra Pradesh announced prohibition in 2019, but it sells alcoholic beverages with a prohibition tax. For Kerala, the tax on liquor is its single largest revenue source, with the highest 250% tax. Nationally, Maharashtra charges the highest rate but draws only a portion of its revenue from its sales. Tamil Nadu, like Kerala, earns a large part of its revenue from the sale of liquor. It has imposed VAT, excise duty, and a special fee on foreign liquor. Delhi is planning a move to increase the excise duty to increase liquor prices by as much as 50%. To promote tourism, Goa has the lowest liquor tax rate in the country.

Although perceived to be a recession-free industry, Covid-19 proved that the alcoholic industry too could be brought to its knees. When the country announced lockdowns, long queues were seen outside liquor shops across the country. In cities like Mumbai, a COVID-19 hotspot, booze-loving people made a mockery of social distancing rules, prompting the government to shut the shops again. During peak lockdown months, while the central government permitted the opening of shops to sell essentials, it denied the sale of alcoholic beverages, which led some states to allow online delivery of alcohol. Lack of liquor taxes has left near-bankrupt states groaning under lockdown with little money to spend. However, demographics in India and various factors prove that the industry could bounce back provided that legislative interference is kept to a minimum.

Companies present in the market: Diego India (United Spirits Limited), Pernod Ricard India Private Limited, Allied Blenders And Distillers Private Limited, Radico Khaitan Limited, Bacardi Limited, Jagatjit Industries Limited, John Distilleries Private Limited, Tilaknagar Industries Limited, Globus Spirits Limited, Mohan Meakin Limited, Som Distilleries & Breweries Ltd. Despite slowdown in the overall spirits segment, companies, especially selling either imported or the pricier bottled in India (BII) spirits, said their business has remained insulated in the country where 19 million people are becoming eligible for drinking every year.

Considered in the Report:
• Geography: India
• Base Year: 2021-22
• Estimated Year: 2022-23
• Forecast Year: 2027-28

India by Region
• South India
• West India
• North India
• East India

By Segments covered in the report
• Whisky
• Brandy & Wine
• Beer
• Rum
• Vodka
• Gin
• Other Liquors

By Distribution Channel
• Retail
• Institutional
• CSD (Canteen Store Department)

By Demographic
• Rural
• Urban

The Approach of the Report:
Bonafide Research performed primary as well as secondary research for this study. Initially, a list of manufacturers and suppliers operating in the Sun Care Market of India were sourced through secondary sources. With the identified companies and consumers, primary research was carried out which included conducting online surveys, competitor analysis and exhaustive personal interviews - both face to face as well as telephonic basis, to extract maximum information from participants like industry executives/ distributors or consumers. Primary research gave us an idea of company revenues, export, pricing, geographical presence, channel partner model, USP etc. and also helped us to identify various small players who otherwise have less presence on the web.
Bonafide Research seeks secondary data from third-party sources such as published articles, company websites, magazine articles, associations, trade journals, annual reports, government official websites and other paid database sources. In addition, data is also mined from a host of reports in our repository, as well as a number of paid databases of Indian government. Using both primary and secondary information, Bonafide Research calculated the market size through a bottom-up approach, where manufacturers’ value sales data for different types of sun care products were recorded and subsequently forecasted for the future years.

Intended Audience:
This report can be useful to Industry consultants, manufacturers, suppliers, associations & organizations related to alcohol beverages industry, government bodies and other stakeholders to align their market-centric strategies. In addition to marketing & presentations, it will also increase competitive knowledge about the industry.




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Companies Mentioned

  • Allied Blenders and Distillers Private Limited
  • Bacardi India Private Limited
  • DIAGEO India Private Limited
  • Jagatjit Industries Limited
  • John Distilleries Private Limited
  • Mohan Meakin Limited
  • Pernod Ricard India (P) Limited
  • SOM Distilleries and Breweries Limited
  • Sula Vineyards Limited
  • Tilaknagar Industries Limited
  • United Breweries Limited
  • United Spirit Limited
  • Radico khaitan Limited

Table of Contents

  • Table of Content
  • 1. Executive Summary
  • 2. Market Structure
  • 2.1. Market Considerate
  • 2.2. Assumptions
  • 2.3. Limitations
  • 2.4. Abbreviations
  • 2.5. Sources
  • 2.6. Definitions
  • 2.7. India Macro Economic Indicators
  • 2.8. Demographics Insight
  • 3. Research Methodology
  • 3.1. Secondary Research
  • 3.2. Primary Data Collection
  • 3.3. Market Formation & Validation
  • 3.4. Report Writing, Quality Check & Delivery
  • 4. India Alcoholic Beverages Market Outlook
  • 4.1. Market Size By Value
  • 4.2. Market Size By Volume
  • 4.3. Market Share
  • 4.3.1. By Company
  • 4.3.2. By Segment
  • 4.3.3. By Region
  • 4.3.4. By Distribution Channel
  • 4.3.5. By Demographics
  • 4.4. India Whisky Market Outlook
  • 4.4.1. Market Size By Value
  • 4.4.2. Market Share
  • 4.4.2.1. By Company
  • 4.4.2.2. By Segment
  • 4.4.2.3. By Region
  • 4.4.2.4. By Product Type
  • 4.4.2.5. By Combined Type
  • 4.4.2.6. By Packing Size
  • 4.4.2.7. By Distribution Channel
  • 4.4.2.8. By Demographics
  • 4.4.2.9. By Age Group
  • 4.5. India Vodka Market Outlook
  • 4.5.1. Market Size By Value
  • 4.5.2. Market Share
  • 4.5.2.1. By Company
  • 4.5.2.2. By Segment
  • 4.5.2.3. By Region
  • 4.5.2.4. By Product Type
  • 4.5.2.5. By Distribution Channel
  • 4.5.2.6. By Demographics
  • 4.6. India Brandy & Wine Market Outlook
  • 4.6.1. Market Size By Value
  • 4.6.2. Market Share
  • 4.6.2.1. By Company
  • 4.6.2.2. By Region
  • 4.6.2.3. By Distribution Channel
  • 4.6.2.4. By Demographics
  • 4.7. India Beer Market Outlook
  • 4.7.1. Market Size By Value
  • 4.7.2. Market Share
  • 4.7.2.1. By Company
  • 4.7.2.2. By Region
  • 4.7.2.3. By Segment
  • 4.7.2.4. By Category
  • 4.7.2.5. By Packaging Type
  • 4.7.2.6. By Distribution Channel
  • 4.7.2.7. By Demographics
  • 4.8. India Gin Market Outlook
  • 4.8.1. Market Size By Value
  • 4.8.2. Market Share
  • 4.8.2.1. By Company
  • 4.8.2.2. By Region
  • 4.8.2.3. By Segment
  • 4.8.2.4. By Distribution Channel
  • 4.8.2.5. By Demographic
  • 4.9. India Rum Market Outlook
  • 4.9.1. Market Size By Value
  • 4.9.2. Market Share
  • 4.9.2.1. By Company
  • 4.9.2.2. By Region
  • 4.9.2.3. By Segment
  • 4.9.2.4. By Product Type
  • 4.9.2.5. By Distribution Channel
  • 4.9.2.6. By Demographic
  • 5. Market Penetration
  • 6. Pest Analysis
  • 7. Channel Partner Analysis
  • 8. Policy & Regulatory Framework
  • 9. Raw Material Analysis
  • 10. Pricing Analysis
  • 11. Trade Dynamics
  • 11.1. Import
  • 11.2. Export
  • 12. Market Dynamics
  • 12.1. Drivers
  • 12.2. Challenges
  • 13. Market Trends
  • 13.1. XXXXX
  • 13.2. XXXXX
  • 13.3. XXXXX
  • 13.4. XXXXX
  • 13.5. XXXXX
  • 14. Competitive Landscape
  • 14.1. Porter's Five Forces
  • 14.2. Company Profile
  • 14.2.1. Diego India (United Spirits Limited)
  • 14.2.1.1. Company Snapshot
  • 14.2.1.2. Company Overview
  • 14.2.1.3. Financial Highlights
  • 14.2.1.4. Geographic Insights
  • 14.2.1.5. Business Segment & Performance
  • 14.2.1.6. Product Portfolio
  • 14.2.1.7. Key Executives
  • 14.2.1.8. Strategic Moves & Developments
  • 14.2.2. Pernod Ricard India Private Limited
  • 14.2.3. Allied Blenders And Distillers Private Limited
  • 14.2.4. Radico Khaitan Limited
  • 14.2.5. Bacardi Limited
  • 14.2.6. Jagatjit Industries Limited
  • 14.2.7. John Distilleries Private Limited
  • 14.2.8. Tilaknagar Industries Limited
  • 14.2.9. Globus Spirits Limited
  • 14.2.10. Mohan Meakin Limited
  • 14.2.11. Som Distilleries & Breweries Ltd
  • 14.2.12. United Breweries Limited
  • 14.2.13. Sula Vineyards
  • 15. Strategic Recommendations
  • 16. Disclaimer

List of Table
Table 1: India Tier-wise Classification Of Cities
Table 2: India Region-wise Classification Of Cities
Table 3: India Alcoholic Beverages Market Share By Company (2021)
Table 4: India Alcoholic Beverages Market Share By Segment (2016-17, 2021-22 & 2027-28F)
Table 5: India Whisky Market Share By Company (2021)
Table 6: India Whisky Market Share By Value By Segment (2016-17, 2021-22 & 2027-28F)
Table 7: India Whisky Market Share By Value By Region (2016-17, 2021-22 & 2027-28F)
Table 8: India Whisky Market Share By Value By Product Type (2016-17, 2021-22 & 2027-28F)
Table 9: India Whisky Market Share By Value By Combined Type (2016-17, 2021-22 & 2027-28F)
Table 10: India Whisky Market Share By Value By Distribution Channel (2016-17, 2021-22 & 2027-28F)
Table 11: India Whisky Market Share By Value By Demographics (2016-17, 2021-22 & 2027-28F)
Table 12: India Vodka Market Share By Company (2021)
Table 13: India Vodka Market Share By Value By Segment (2016-17, 2021-22 & 2027-28F)
Table 14: India Vodka Market Share By Value By Region (2016-17, 2021-22 & 2027-28F)
Table 15: India Vodka Market Share By Value By Product Type (2016-17, 2021-22 & 2027-28F)
Table 16: India Vodka Market Share By Value By Distribution Channel (2016-17, 2021-22 & 2027-28F)
Table 17: India Vodka Market Share By Value By Demographics (2016-17, 2021-22 & 2027-28F)
Table 18: India Brandy & Wine Market Share By Company (2021)
Table 19: India Brandy & Wine Market Share By Value By Region (2016-17, 2021-22 & 2027-28F)
Table 20: India Brandy & Wine Market Share By Value By Distribution Channel (2016-17, 2021-22 & 2027-28F)
Table 21: India Brandy & Wine Market Share By Value By Demographics (2016-17, 2021-22 & 2027-28F)
Table 22: India Beer Market Share By Company (2021)
Table 23: India Beer Market Share By Value By Region (2016-17, 2021-22 & 2027-28F)
Table 24: India Beer Market Share By Value By Segment (2016-17, 2021-22 & 2027-28F)
Table 25: India Beer Market Share By Value By Category (2016-17, 2021-22 & 2027-28F)
Table 26: India Beer Market Share By Value By Packaging Type (2016-17, 2021-22 & 2027-28F)
Table 27: India Beer Market Share By Value By Distribution Channel (2016-17, 2021-22 & 2027-28F)
Table 28: India Beer Market Share By Value By Demographics (2016-17, 2021-22 & 2027-28F)
Table 29: India Gin Market Share By Company (2021)
Table 30: India Gin Market Share By Value By Region (2016-17, 2021-22 & 2027-28F)
Table 31: India Gin Market Share By Value By Segment (2016-17, 2021-22 & 2027-28F)
Table 32: India Gin Market Share By Value By Distribution Channel (2016-17, 2021-22 & 2027-28F)
Table 33: India Gin Market Share By Value By Demographics (2016-17, 2021-22 & 2027-28F)
Table 34: India Rum Market Share By Company (2021)
Table 35: India Rum Market Share By Value By Region (2016-17, 2021-22 & 2027-28F)
Table 36: India Rum Market Share By Value By Segment (2016-17, 2021-22 & 2027-28F)
Table 37: India Rum Market Share By Value By Product Type (2016-17, 2021-22 & 2027-28F)
Table 38: India Rum Market Share By Value By Distribution Channel (2016-17, 2021-22 & 2027-28F)
Table 39: India Rum Market Share By Value By Demographics (2016-17, 2021-22 & 2027-28F)
Table 40: HS Code for Alcoholic Beverages Products in India 2021
Table 41: Import Duty Structure for HS Code XXXX in India 2021
Table 42: Import of HS Code XXXX in India - Value & Volume 2016-17 to 2021-22
Table 43: Import of HS Code XXXX in India - By Country By Value & Volume Share 2021-22
Table 44: Export of HS Code XXXX in India - Value & Volume 2016-17 to 2021-22
Table 45: Export of HS Code XXXX in India - By Country By Value & Volume Share 2021-22

List of Figures
Figure 1: India Population 2017-2021( In Crore)
Figure 2: India Population Age Structure (EST. 2019)
Figure 3: India Urban VS Rural (Crore)
Figure 4: India Alcoholic Beverages Market Size By Value 2016-17 to 2027-28F (in INR Crore)
Figure 5: India Alcoholic Beverages Market Size By Volume 2016-17 to 2027-28F (in Million Cases)
Figure 6: India Alcoholic Beverages Market Share By Region (2016-17, 2021-22 & 2027-28)
Figure 7: India Alcoholic Beverages Market Share By Distribution Channel (2016-17, 2021-22 & 2027-28)
Figure 8: India Alcoholic Beverages Market Share By Demographics (2016-17, 2021-22 & 2027-28)
Figure 9: India Whisky Market Size By Value 2016-17 to 2027-28F (in INR Crore)
Figure 10: India Whisky Market Share By Packing Size (2016-17, 2021-22 & 2027-28)
Figure 11: India Whisky Market Share By Age Group (2016-17, 2021-22 & 2027-28)
Figure 12: India Vodka Market Size By Value 2016-17 to 2027-28F (in INR Crore)
Figure 13: India Brandy & Wine Market Size By Value 2016-17 to 2027-28F (in INR Crore)
Figure 14: India Beer Market Size By Value 2016-17 to 2027-28F (in INR Crore)
Figure 15: India Gin Market Size By Value 2016-17 to 2027-28F (in INR Crore)
Figure 16: India Rum Market Size By Value 2016-17 to 2027-28F (in INR Crore)
Figure 17: Porter's Five Forces of India Alcoholic Beverages Market

Feed Phosphate Market Research FAQs

Of all states, Arunachal Pradesh has the highest proportion of both men (53%) and women (24%) who drink alcohol. Among women, Arunachal Pradesh is followed by Sikkim (16%); among men, it is followed by Telangana (43%).

According to a recent survey conducted by the National Family Health Survey, Kerala is the leader among all other Indian states on this aspect.

In India, consumption of alcohol is prohibited in the states of Bihar, Gujarat, Nagaland, and Mizoram, as well as the union territory of Lakshadweep. There is partial ban on alcohol in some districts of Manipur.

India makes its traditional alcoholic drinks. Before they began importing the known brands, the Indians use to make their own alcohols. The traditional alcohol is still popular today even with the introduction of the newer brands. The people in India prefer the traditional drinks more than the modern ones.

Alcohol consumption among Indian men has risen in all age groups, meta-analysis by Lancet showed. It is highest in the age group of 40-64 years where alcohol consumption increased by 5.63% since 1990, followed by 15-39 age group with s jump of 5.24%. For elderly (above 65 years), it has increased by 2.88% since 1990.
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India Alcoholic Beverages Market Outlook, 2027-28

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