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  • Writer's pictureTritech

Indians develop a taste for expensive alcohol – and that is bringing home global brands

Indian millennials are travelling around the world, living that instagram-worthy life... and they are also increasingly aware of the finer things in life. Whether it’s a 12 year aged scotch or a fine wine, they don’t mind spending that extra bit on a good bottle.

“For us, millennial consumers are increasingly getting more discerning. They are travelling around the world and seeing great quality products and demand the same thing in India,” Anshuman Goenka, Head of marketing, Bacardi India had told . Bacardi recently launched an eight-year old fine rum called ocho.

The world’s third largest liquor producer – Beam Suntory, which has been in India for long with the likes of Teachers and Jim Beam, too launched its Japanese whiskey Yamazaki and Hibiki, along with the craft Gin Roku. It also launched an Indian whiskey called Oaksmith.

In Haryana, Yamakazi and Hibiki both have a price tag of a whopping ₹20,000, although in Karnataka it is priced at ₹10,900 a bottle. In fact, Beam Suntory global calls India as an emerging market.

The recent economic slowdown in the country did affect the liquor market - but it also led to a new trend of premiumisation. “Even with the economic slowdown, from a spirits point of view, it has resulted in a greater degree of premiumisation. They are drinking lesser but quality products as international brands continue to grow. The base of international brands is still tiny in India but when you look at 2019, the category still saw a 10% plus growth,” said Neeraj Kumar, Managing Director of Beam Suntory India.

Sumedh Singh Mandla, CEO, Vbev India, said that the strong growth in International white spirits in India has been widely contributed by the millennials. Vbev recently introduced the premium Chinese Baijiu JIANGXIAOBAI Pure.


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