Executive Summary

Jul 2019
PROSPECTS
Millennials and cocktail culture drive growth of white spirits

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.

Tier 2 and Tier 3 cities to drive the growth of premium spirits

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.

Rise of single malt clubs and partnerships with bars and hotels fuel growth of premium whiskies

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.

COMPETITIVE LANDSCAPE
United Spirits continues to lead spirits supported by Diageo

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.

Radico Khaitan’s Magic Moments retains lead of vodka

Magic Moments Vodka has been a clear leader of vodka throughout the review period. Its position is due to a clear strategy.

Royal Green is one of the fastest growing brands within whiskies

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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Spirits in India

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Overview

Discover the latest market trends and uncover sources of future market growth for the Spirits industry in India with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Spirits industry in India, our research will save you time and money while empowering you to make informed, profitable decisions.

The Spirits in India market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market volume shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Spirits in India?
  • What are the major brands in India?
  • Are consumers switching from international spirits to ‘cheaper’ local spirits as consumer spending is being squeezed?
  • What is the most popular price point for blended Scotch; super-premium, premium, standard or economy and has the recession resulted in a switch?
  • How do premium vs standard vs economy brands compete for sales?
  • What are the key flavours in vodka?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Alcoholic Drinks market research database.

Spirits in India - Category analysis

HEADLINES

PROSPECTS

Millennials and cocktail culture drive growth of white spirits
Tier 2 and Tier 3 cities to drive the growth of premium spirits
Rise of single malt clubs and partnerships with bars and hotels fuel growth of premium whiskies

COMPETITIVE LANDSCAPE

United Spirits continues to lead spirits supported by Diageo
Radico Khaitan’s Magic Moments retains lead of vodka
Royal Green is one of the fastest growing brands within whiskies

CATEGORY BACKGROUND

Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology
Summary 1 Benchmark Brands 2018

CATEGORY DATA

Table 1 Sales of Spirits by Category: Total Volume 2013-2018
Table 2 Sales of Spirits by Category: Total Value 2013-2018
Table 3 Sales of Spirits by Category: % Total Volume Growth 2013-2018
Table 4 Sales of Spirits by Category: % Total Value Growth 2013-2018
Table 5 Sales of Spirits by Off-trade vs On-trade: Volume 2013-2018
Table 6 Sales of Spirits by Off-trade vs On-trade: Value 2013-2018
Table 7 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2013-2018
Table 8 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2013-2018
Table 9 Sales of Dark Rum by Price Platform: % Total Volume 2013-2018
Table 10 Sales of White Rum by Price Platform: % Total Volume 2013-2018
Table 11 Sales of Other Blended Scotch Whisky by Price Platform: % Total Volume 2013-2018
Table 12 Sales of English Gin by Price Platform: % Total Volume 2013-2018
Table 13 Sales of Vodka by Price Platform: % Total Volume 2013-2018
Table 14 Sales of Vodka by Flavoured vs Non-flavoured: % Total Volume 2013-2018
Table 15 GBO Company Shares of Spirits: % Total Volume 2014-2018
Table 16 NBO Company Shares of Spirits: % Total Volume 2014-2018
Table 17 LBN Brand Shares of Spirits: % Total Volume 2015-2018
Table 18 Forecast Sales of Spirits by Category: Total Volume 2018-2023
Table 19 Forecast Sales of Spirits by Category: Total Value 2018-2023
Table 20 Forecast Sales of Spirits by Category: % Total Volume Growth 2018-2023
Table 21 Forecast Sales of Spirits by Category: % Total Value Growth 2018-2023

Alcoholic Drinks in India - Industry Overview

EXECUTIVE SUMMARY

Alcoholic drinks experiences recovery in 2018
Premiumisation and the rise of craft
Diageo and UB Group continue to lead alcoholic drinks
Distribution is recovering from highway ban and emergence of internet retailing
Alcoholic drinks to record steady total volume growth over the forecast period

MARKET BACKGROUND

Legislation
Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
Table 22 Number of On-trade Establishments by Type 2013-2018

TAXATION AND DUTY LEVIES

Summary 2 Taxation and Duty Levies on Alcoholic Drinks 2018

OPERATING ENVIRONMENT

Contraband/parallel trade
Duty-free
Cross-border/private imports
Key New Product Launches
Outlook

MARKET INDICATORS

Table 23 Retail Consumer Expenditure on Alcoholic Drinks 2013-2018

MARKET DATA

Table 24 Sales of Alcoholic Drinks by Category: Total Volume 2013-2018
Table 25 Sales of Alcoholic Drinks by Category: Total Value 2013-2018
Table 26 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2013-2018
Table 27 Sales of Alcoholic Drinks by Category: % Total Value Growth 2013-2018
Table 28 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2018
Table 29 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2018
Table 30 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2018
Table 31 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2018
Table 32 GBO Company Shares of Alcoholic Drinks: % Total Volume 2014-2018
Table 33 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2013-2018
Table 34 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2018
Table 35 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2018-2023
Table 36 Forecast Sales of Alcoholic Drinks by Category: Total Value 2018-2023
Table 37 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2018-2023
Table 38 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 3 Research Sources

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