India’s drinking culture is witnessing a paradigm shift as homegrown brands are making their mark in a market traditionally dominated by global brands. The 2024 trends are recorded and studied and the reports reflect a significant audience shifting towards Indian brands when it comes to consuming spirited drinks.
According to the 2024 edition of the What India Is Drinking report, released by 30BestBarsIndia in collaboration with The Outlier, across all the different types of spirits, 71 Indian brands have ranked in the top ten of their respective niche. Out of the data collected from 15 cities across 12 states, with over 616 brands collated from more than 116 top bars of the country, the report reflects that the number of people preferring locally crafted spirits has increased tremendously.
What’s India Drinking?
While the report has established the fact about the rising trend of homegrown brands, it also concludes that India is the fastest-growing alcohol market among the largest economies in the world, with an expected annual growth rate of 4%. Another interesting report by IWSR (International Wine and Spirits Record), estimates that the Indian beverage alcohol market will add an incremental value of approximately 7.6 billion USD over the next four years to 2028, which is as much as what the US market will add over the same period.
The Co-Founder of 30BestBarsIndia, Radhakrishnan Nair observes, "This year’s report reveals the stronghold of global brands like Grey Goose, Bombay Sapphire, and Johnnie Walker, which continue to dominate in cities like Mumbai, Delhi, and Bangalore. While these favourites maintain their lead, niche categories like Brandy/Cognac and Amaros are gaining traction, reflecting a shift towards more diverse preferences. The regional differences are striking—what's popular in one city may differ greatly in another, highlighting the unique tastes across India's varied markets. This year’s report captures the presence of established brands and the emerging trends reshaping the industry."
Reportedly, the most popular spirits in India are vodka, gin, single malt whiskey, and the emerging spirit – Agave. However, interestingly, India's drinking preferences are far from uniform across the country. The What India Is Drinking report sheds light on striking regional differences in brand popularity, with consumer preferences varying significantly from city to city.
For example, Kingfisher continues to dominate as the most popular Indian beer, Corona is also making significant inroads in cities with more international exposure like Delhi and Bangalore. In the non-alcohol category, Himalayan water and Schweppes mixers emerged as clear favourites across several cities.
This regional variation underscores how India’s drinking landscape is shaped by local tastes, urban influences, and cultural preferences. Cities like Kolkata may favour classic Indian spirits, while Mumbai and Delhi, with their cosmopolitan culture, often lean toward premium international brands.
Vikram Achanta, Co-Founder of 30BestBarsIndia, also adds, “A striking insight from the 2024 report is the impressive presence of Indian brands, with 71 making it into the top 10 across various spirit categories. While international brands continue to lead in many key categories, the fact that Indian brands are now competing at such a high level across the board highlights a significant shift in the market. It is a testament to the growing confidence in locally crafted spirits."
Top Brands Across Categories
As per the What India Is Drinking 2024 report, here’s a list of the most highly voted brands across various categories:
- Agave: Patrón
- Vodka: Grey Goose
- Gin: Bombay Sapphire
- Rum: Bacardi
- International Single Malts: The Glenlivet
- Indian Single Malts: Indri
- Blended Scotch/Malt: Johnnie Walker
- International Whisky: Jameson
- Indian Premium Whisky: Indri
- Indian Craft Spirit: Hapusa
- International Beer: Corona
- Indian Beer: Kingfisher
- International Still Wine: Jacob’s Creek
- Indian Still Wine: Sula
- Sparkling Wine: Moët & Chandon
- Cognac & Brandy: Hennessy
- Liqueur and other spirits: Jägermeister
- Amaro & Aperitif: Campari
- Mixers: Schweppes
- Water: Himalayan