Raise the Spirits: Whisky and rum dominate India's rising thirst for premium alcohol

India's alcohol beverage market has evolved beyond sheer volume, now ranking 5th globally in revenue contribution at 3.1%. Alongside China, it offers substantial volumes while showing a growing appetite for premium products amidst rapid urbanization and youthful aspirations. The industry spans 736 million 9-litre cases, predominantly led by brown spirits like whisky and rum. Indian single malts hold a significant share domestically and are poised for increased exports. Despite challenges like complex state-level regulations, the sector supports millions of livelihoods and contributes significantly to state revenues, urging for streamlined policies to foster growth and investment.