In 2021, the Indian government did not implement a uniform lockdown in the country as it had done in 2020. Mobility gradually increased to pre-pandemic levels in the second half of 2021, with consumers returning to socialising.
As of 2021, Diageo owned nearly 56% of United Spirits Ltd (leading national brand owner of spirits), with the global player looking to streamline its portfolio over the review period. The pandemic resulted in greater at-home consumption, and with lack of travel, higher disposable incomes allowed Indians to drink better-quality alcohol, further fuelling premiumisation.
Historically, players producing single malt whiskey in India have faced perception bias, as local consumers associated high quality with whiskies produced in Scotland. Amrut was the first Indian brand to challenge this perception by launching its products in Glasgow and gaining acceptance.
Spirit producers continue to face the brunt of inflation in 2022, driven by supply chain disruptions due to the war in Ukraine. Costs of ingredients, packaging and labelling, transportation and labour costs are rising, directly impacting the bottom line for spirits manufacturers.
For many years, gin has faced the perception bias in India of being an older man’s alcoholic drink. However, there has been a growing appreciation for gin in the country over the review period.
Most prominent players are focusing on premiumisation to cater for demand from new urban consumers searching for varied experiences. Mid-review period onwards witnessed a notable rise in experiential stores across the metros in India.
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Understand the latest market trends and future growth opportunities for the Spirits industry in India with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This is the aggregation of whisk(e)y, brandy and Cognac, white spirits, rum, tequila, liqueurs and other spirits.See All of Our Definitions
This report originates from Passport, our Spirits research and analysis database.
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