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India has been going from win to win in the last decade when it comes to alcohol. With the rise of homegrown spirits like Indian agave, the timeless appeal of blended whiskey and the continued popularity of the craft gin space, 2024 brings a host of new entries as well as returning favourites to the market and in a recent report compiled by the team at The Outlier in collaboration with 30 Best Bars, Mansworld India and Tulleeho Beverage Education & Experiences, they got an in-depth insight into exactly what’s topping charts in different spaces across the country.
This year, we cover 116 premium bars across 15 cities in 12 top alcohol-consuming states. With India’s drinks economy being a global talking point, the Indian beverage alcohol market is expected to add US$ 7.6bn by 2028, making it the fastest-growing alcohol market among large economies. India has now overtaken France as the world’s largest Scotch whisky market, with sales of 219 million bottles in 2022. Notably, Indian brands are steadily entering the Top 10 across various categories once dominated by international brands, with a marked increase and visibility in international markets.
What’s India Drinking in 2024?
Gin, Premium Indian Whisky, and Blended Scotch have emerged as the three favourite spirits across seven major Indian cities, reflecting a dynamic shift in consumer preferences. Gin, with its fresh botanical appeal, has seen a surge in popularity, particularly in urban bars, driven by a growing interest in craft cocktails. Premium Indian Whisky, on the other hand, continues to enjoy a strong cultural connection, representing both tradition and modern sophistication. Blended Scotch remains a staple in India's drinking culture, admired for its heritage and complex flavours, making these three spirits the top choices in bars across the country.
The Gin Scene
Gin, a favourite among mixologists and consumers for its versatility, had a standout year in 2023, with brands focusing on local terroir and regional ingredients to create unique expressions. Distilleries rapidly released innovative gins, making it a go-to for creative cocktails. However, the swift growth of the category introduced challenges, as many new entrants struggled to make a lasting impact while other niche brands found firm followers. With consumer interest gradually shifting and bartenders exploring other spirits, the gin market now finds itself in a delicate balance. Additionally, the past year saw an influx of international gins from Japan, Italy, and France, contributing to a more diverse gin menu.
The Whiskey Roundup
The Indian whisky scene is thriving like never before, with premium Indian single malts captivating global whisky enthusiasts through exceptional craftsmanship and rich flavours. India's position as the largest whisky consumer worldwide is further solidified by the rise of its premium whisky brands. Over the past year, several Indian single malt brands have snagged awards at international competitions as well, propelling the notoriety of Indian whiskies. Meanwhile, blended whisky, often hailed as one of the most challenging spirits to perfect, is flourishing with master blenders creating balanced blends of single malts and grains. In 2024, the category is witnessing innovations, with brands experimenting with diverse cask finishes, from sherry to rum, adding new dimensions to their blends, and embracing transparency in their blending techniques.
The Up and Comers
Agave is the new horse in the spirits race and in 2024, 25 agave spirit brands were mentioned in the survey, a slight decrease from 29 in 2023 with foreign brands leading the charge across cities. Once seen as a winter spirit, rum has now secured a year-round presence in Indian bars, with bartenders and consumers embracing it for all seasons. White rum is also gaining popularity, with homegrown brands offering unique takes, while super-premium Indian rums, priced over ₹3000, are making their mark. This year, 30 rum brands were mentioned, up from 26 last year.
Overall, 2024 promises to be a stellar year for Indian alcohol the rise of homegrown brands showing an uptick and the consumer market adapting to make room for their unique offerings.