Most whiskies in India are positioned in the value segment. However, there was growing demand for imported whiskies in 2019 that carry higher unit prices.
Indian consumers continued to increasingly appreciate vodka and gin in 2019. 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.
United Spirits continued to lead spirits in 2019, supported by global brand owner Diageo Plc. The company benefits primarily from Diageo’s distribution network across the country.
On-trade volume sales of spirits are expected to fall by 37% in 2020 in light of the impact of COVID-19. This compares to an expected 2% rise forecast for 2020 during research conducted in May 2019, ie before the spread of COVID-19.
All categories in spirits are expected to experience steep declines in volume sales in 2020 due to the cessation of manufacturing and ban on all sales during lockdown. As a result, premium and super premium categories, such as super premium white rum and premium dark rum, are likely to be particularly badly affected.
The COVID-19 tax levied in varying degrees by 18 states is likely to have a severe toll on producers of spirits over the forecast period, with industry players believing that the unrealistic tax on alcohol is likely to do more damage to the industry than the pandemic. The overall price of spirits increased in these states from 10% to 75%.
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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 report originates from Passport, our Spirits research and analysis database.
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