Indian consumers are starting to appreciate vodka and gin. Moreover, these spirits no longer suffer from certain biased perceptions such as gin being an older man’s drink and vodka being a woman’s beverage of choice.
Companies have realised that to unlock the potential of the Indian market, they need to target smaller cities or towns rather than limiting themselves to metros and Tier 1 cities. The rising affluence, coupled with a decline in the social stigma attached to drinking, are the primary reasons for growth in these small cities.
Some consumer segments in India are well travelled, enjoy large disposable incomes and have access to imported brands. These combined factors have played an essential role in the growth of premium whiskies.
United Spirits continued to lead spirits in 2018, supported by global brand owner Diageo Plc. The company benefits primarily from Diageo’s distribution network across the country.
Magic Moments Vodka has been a clear leader of vodka throughout the review period. Its position is due to a clear strategy.
ADS Spirits launched Royal Green under other whiskies in 2014, primarily in North India. Within four years, the brand became popular in Haryana.
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This industry report originates from Passport, our Alcoholic Drinks market research database.