The alcoholic beverage industry is at a peak, with near double-digit sales growth during the holiday season, and now expects an increase of around 20 percent in the October-December period, driven by the premium spirits category.
The industry witnessed a spike in sales across categories, be it IMFL or Scotch in the whiskey segment, or rum or white spirits such as vodka, white rum, gin and tequila during the nearly month-and-a-half-long festive season, which is now coming to an end.
This festive season, the industry has witnessed higher growth in the premium category as well as in smaller Tier II and III markets, besides developed markets.
“We have witnessed a very encouraging festive season, with strong adoption across our premium and luxury portfolio. The festive season remains an important consumption period in India, and this year’s performance has reaffirmed the growing consumer preference for premium and carefully crafted spirits,” Radico Khaitan Chief Operating Officer Amar Sinha told PTI.
The brands, such as Rampur Indian Single Malt to Jaisalmer Indian Craft Gin, have shown robust growth in several promising markets.
“With the momentum built this festive season, we remain confident that we can maintain a healthy positive trajectory in the third quarter as well,” he said, adding: “Retail and hospitality channels are optimistic, demand indicators remain strong.” The makers of AlchoBev expect this momentum to continue through the Christmas and New Year celebrations, driven by factors such as rising consumer spending, higher disposable incomes and a young, aspirational consumer base.
Helped by this, “the Alcobev industry expects a 10 to 20 percent increase in sales during the festive season (October-December),” said Anant S Iyer, director general of the Confederation of Indian Alcoholic Beverage Companies (CIABC).
A good monsoon and positive economic outlook will boost sales, he said.
“We are already getting positive feedback on rising liquor sales,” says Iyer, adding, “Interestingly, the premium and luxury segments are the segments where we are seeing good growth, especially in metros/ Tier I and II cities.” Similarly, the International Spirits and Wines Association of India (ISWAI), which represents the imported premium portfolio of spirits and wine brands in India, said the festive season has been very vibrant for the spirits sector, fueled by consumer purchases amid the GST benefits passed on by the government.
“…Reports on the ground indicate that the revival is in double digits, especially in the premium spirits category. The NCR region has seen record sales, with Noida & Gurgaon leading the way,” said Sanjit Padhi, CEO, ISWAI.
ISWAI members include Bacardi, Beam Suntory, Brown Forman, Campari Group, Diageo-United Spirits, Moët Hennessy, Pernod Ricard and William Grant & Sons – global leaders in the spirits and wine industry.
The festive spirit is also visible in the regional consumption patterns. According to media reports, Telangana’s excise department reported significant revenues of Rs 1,000 crore over just two days of Dussehra festivities, mainly from IMFL sales. Similar trends were observed in Calcutta, where the Durga Puja festivities led to a 15 to 16 percent increase in sales during the ten-day celebration period,” the report said.
While CIABC represents the homegrown spirits maker, it is mainly the IMFL players.
ISWAI said that with a domestic volume of 408 million cases of branded alcohol in 2024, it contributed to excise duties of Rs 3.5 lakh crore in FY24.
Between 2019 and 2024, the overall sector grew at a CAGR of 3.4 percent, while the premium segment registered double-digit growth, with market share increasing from 42 to over 50 percent.
CIABC data shows that IMFL Whiskey sales volume at pan-India level declined to 1.4 percent in FY25, to 40.17 crore cases (12 bottles of 750 ml).
Published on October 26, 2025
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