There has been a paradigm shift in the mindset of Indian middle class in the past few years. The shame associated with alcohol consumption in India has vanished. The middle class has become open to the concept of moderate, social consumption of alcohol. The popularity of beer, wine and vodka is increasing in the Indian consumers who have primarily been whiskey consumers. The changing consumer behavior of experimenting with new brands, increasing preference of IMFL and imported liquor is giving rise to a very positive picture for the Indian Alcohol market.

Consumers are inclined towards alcohol with quality ingredients and taste due to increasing disposable income and better standard of living. Other drivers for the market include increasing number of women consuming alcohol and advent of online shopping for alcoholic beverages. As India has huge youth population, the demand of alcohol would remain high in the coming years. The market saw a explosion in Vodka and wine sales in past decade as these were positioned as the alcohol for women. Youth largely prefer beer and the salaried youth are inclined toward whiskey and rum. However, there exist quite a few restraints in the market such as high taxes, stringent government regulations on manufacturing and selling liquor, and ban on advertisements.

The report provides an in-depth research and rational analysis of the current status and future prospect for Indian Alcohol Consumption - The Changing Behavior. The study presents a transparent picture about the current and future market outlook, in terms of type of product, consumption by states, purchase channel, and taxation policies.

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