Festive Sentimeter: India’s alcobev industry anticipates record sales fueled by premium launches
Leading the charge, Radico Khaitan has reported steady growth in its premium offerings during this festive period, boasting a 15-20% increase in volume year-on-year over recent years.
Radico Khaitan is also taking advantage of the festive buzz by launching a special gold edition of Jaisalmer Indian Craft Gin, a product designed to resonate with a high-end audience seeking a luxurious spirit for celebratory moments.
Meanwhile, Amrut Distilleries, continues to make its mark both domestically and internationally. The brand has reported a consistent 30% growth during the festive season over the past five years, underscoring the appeal of its premium lineup.
This year, Amrut has introduced a limited edition of its Two Indies Rum, which aims to capture India’s growing interest in luxury spirits. The new release not only caters to Indian consumers but also strengthens Amrut’s presence on the global stage.
Meanwhile, Indri has garnered attention and accolades with its Diwali Collector’s Edition 2024, which recently won a prestigious gold medal at the Whiskies of the World Awards. This accolade highlights the quality of Indian whiskies and bolsters India’s reputation in the global fine whisky market. More broadly, Indri’s win points to a larger trend in the industry toward premiumisation, as brands increasingly cater to a segment of consumers who are willing to invest in luxury spirits.
Last year’s festive season saw a 12% increase in premium and luxury spirit sales, according to the Confederation of Indian Alcoholic Beverage Companies (CIABC). This year, with robust consumer demand and an array of enticing new launches, 2024 is expected to surpass those figures. Many brands are leaning into premiumisation as a strategy to counterbalance inflationary pressures and protect their margins, banking on the fact that consumers in India are increasingly willing to pay for quality.
