Daybreak The rest of the world is cutting back on alcohol. India just doubled its consumption
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Mar 16, 2026 India's alcohol market has surged, with consumption nearly doubling and buyers upgrading to multiple, higher‑quality bottles. Home bars and post‑COVID premiumisation are reshaping habits. Global brands are racing in while complex state permits, excise systems and thin retailer margins make distribution a maze. Regional demand pockets and startup scaling challenges add to the market's fast, complicated growth.
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Rapid Post‑Covid Consumption Surge
- India’s alcohol consumption nearly doubled from 2020 to 2025, driving premiumisation across segments.
- Euromonitor and industry leaders report a CAGR near 14%, with home consumption and upgrades accelerating post-COVID.
Home Bars Are Reshaping Retail Baskets
- Retail baskets grew from one bottle to three or four, with average spends of Rs 5,000–8,000 at liquor stores.
- Kunal Patel says consumers now buy to build home bars and because drinking at home became more socially accepted.
United Spirits' Premium Surge
- United Spirits reported over 8% growth in its prestige and above segment while Scotch fell globally.
- That prestige segment now contributes about 90% of United Spirits' revenue, illustrating premium demand domestically.