In a bold shift from tradition, India’s new generation of alco-bev consumers are embracing luxury and refinement, moving beyond mass-market offerings. This transformation reflects the global trend of premiumisation, where consumers are willing to pay more for quality and unique experiences. Millennials and Gen Z, driven by rising disposable incomes and changing preferences, seek superior, craft-oriented products that define their lifestyle and status.
This shift is reshaping the Indian alcohol beverage industry, traditionally dominated by quantity over quality. Consumers now proudly display craft collections and cherish high-quality spirits, driving the market towards artisanal spirits and luxury imports. Indian gins, single malts, and world-class whiskies are gaining recognition both domestically and internationally, highlighting the growing expertise and innovation within the industry.
The trend towards upscale preferences spans various categories, from gin and vodka to whisky and rum, fueled by the desire for superior taste and better ingredients. Premium whisky, in particular, remains popular, with a rising demand for well-crafted, aged varieties. This evolution towards sophistication and diversity not only mirrors changing consumption patterns but also opens new avenues for growth, making every glass raised a celebration of quality, craftsmanship, and cultural richness.
The author is the Managing Director of NeuWorld Spirits.