Looks like India just raised the global bar – quite literally! For the third consecutive half-year period (H1), India has recorded the highest growth in total beverage alcohol (TBA) consumption among 20 global markets, according to an exclusive data shared by International Wine and Spirits Record (IWSR) to the Times of India. Here’s all the details you must know about!
India has registered the highest growth in TBA consumption among 20 global markets for the third consecutive first half-year period. As per global-focused industry research firm ISWR, TBA volume in India grew 7% year-on-year during the January-June period to over 440 million 9-liter cases.
Within spirits, Indian whisky dominated the game, remaining the largest segment. Whisky volumes rose 7% year-on-year to more than 130 million 9-liter cases. On the other hand, vodka grew 10%, rum 2%, and gin and genever rose to 3%.
Commenting on the same, Sarah Campbell, IWSR head of research-Asia-Pacific, said, “Indian whisky remains the dominant growth engine for the spirits category in India, driven by improving quality, an expanding consumer base, and favorable economic conditions. Spirits at the higher end of the standard price band and above are outperforming value spirits, reflecting the quality uplift across domestic distillers.”
India’s position at the top is based on percentage growth in TBA volume among all 20 markets IWSR tracks in its half-year report.
Other global markets that India left behind include China, the US, Brazil, Japan, Germany, Australia, Canada, and many other countries. According to IWSR’s long-term forecast, India is on track to become the fifth-largest alcohol market globally by volume.
The ‘premium and above’ alcohol segments have become India’s latest obsession, unsurprisingly. This category saw an impressive 8% increase in both volume and value during the first half of the year. This increase signals a major shift toward refined tastes and elevated drinking experiences.
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Within the broader landscape, ready-to-drink (RTD) beverages took the lead with a 11% rise, proving that convenience continues to charm younger consumers. Beer wasn’t far behind, registering 7% growth and spirits followed 6% growth.
Among specific spirit types, Irish whiskey made the biggest splash – a whopping 23% rise. Following it are agave-based spirits (yes, tequila fans!), growing at a rate of 19%. On the flip side, American whisky saw a dip of 10%, showing how Indian drinkers are subtly shifting away from this category. Campbell also stated that India is increasingly one of the most important global markets for the beverage alcohol industry.
She further elaborated that IWSR attributed the rise to consistent demand growth across categories and steady premiumization trends. These reports also highlighted how Scotch malts lost some share to Indian single malts, whereas blended Scotch showed stable numbers. Brandy saw more appreciation in southern states and flavored vodka too showed considerable growth.
These numbers don’t just reflect higher consumption but also represent a cultural evolution happening one sip at a time. From the rise of Indian single malts to the unstoppable rise of RTD beverages and craft spirits, the Indian alcoholic beverage market is getting more diverse, democratic, and experimental. It is growing to be more and more globally competitive.
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India has shown the highest consistent, consecutive H1 growth in TBA consumption among 20 global markets. And that is no surprise – the country is one of the fastest growing alcoholic beverage markets in the world. So, the next time you raise your glass, remember – you’re part of the world’s fastest-growing drinking nation. And that’s something worth toasting to!
