INDIA ALCOHOL MARKET ANALYSIS

Alcohol is chemically known as ethanol or ethyl alcohol, which is mainly found in wine, beer, and spirit that leads to drunkenness. Alcohol is produced by fermentation of yeast. For instance, wine is produced from the sugar present in grapes, similarly, beer, cider, and vodka are produced from the sugar in malted barley, apples, and potatoes respectively. Alcohol is basically classified as a sedative-hypnotic drug that depresses the central nervous system.

Statistics:

The India alcohol market was valued at INR 2,807,236.7 Bn in 2018 and is anticipated to reach INR 5,482,851.3 Bn by the end of 2027, growing at a CAGR of 7.8% during the forecast period (2019 to 2027).

Drivers:

Growth in urban population coupled with the increasing disposable income is projected to propel the market growth of alcohol. Moreover, the advent of variety in the flavor of alcohol coupled with the expanding product portfolio by the manufacturers has further projected to boost the growth of alcohol market. For instance, in July 2019, Coca-Cola (Japan) Co. announced the preparation for its official entry into the nation’s alcoholic beverage market. Further, in May 2018, the company launched a canned ch?hai spirit-based product in the Kyushu region on a trial basis.

Change in demographics coupled with the change in lifestyle is another major factor expected to foster the market of alcohol. The legal drinking age in India varies from state to state. For instance, 18 years in Goa, Uttar Pradesh and Karnataka, 21 in Tamil Nadu and Andhra Pradesh, and 25 in Maharashtra, Delhi, and Punjab. As such, the aforementioned statistics indicate that India is ideal for the high growth of the alcohol market.

Statistics:

Figure 1. India Alcohol Market Share, By Sub-Region, 2018

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Market Restraints

Strict government rules and regulations due to the rising number of accidental cases due to over drinking alcohol is expected to hamper the market growth of alcohol.

Increasing implementation of VAT stringent excise duty and government regulations is expected to reduce the demand of alcohol. For instance, governments around the globe tax liquor and related products. They also control and regulate sales. Owing to the local licensing fees and a range of state controls on the trade of liquor, the consumers often end up paying four or five times more than the price at a distillery, that make alcohol costly. Hence this is expected to hamper the market growth of alcohol.

Market Opportunities

Shifting preferences towards the quality alcohol which also includes liquor with low alcohol. Moreover, rising demand for premium and high prices alcohol due to increasing purchasing power is further projected to propel the market growth over the forecast period. In June 2019, US craft brewer Shipyard has launched Low Tide, low-alcohol pale ale. As the name suggests, Low Tide carries a lower abv, of 0.5%. While leveraging on the growing consumer demand for low- and no-alcohol drinking options.

The rising trend of accepting alcohol drinking and increasing the number of pubs and bar around the globe is expected to foster the market growth over the forecast period. Moreover, a growing number of women drinking alcohol is further expected to drive the market growth of alcohol.

Figure 2. India Alcohol Market - Opportunity Analysis

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Market Trends/Key Takeaways

Increasing launch of new products by the manufacturer is expected to offer immense growth opportunities over the forecast period. In June 2018, Gordon's launches Low-alcohol pale ale. The new Ultra-Low Alcohol Gin and Tonic Flavoured Drinks have a 0.5% ABV and it contains 68 calories, compared to a normal gin and tonic which has 219 kcal.

The growing launch of flavored alcohol by manufacture is another major trend that has been observed in the market. In April 2019, Smirnoff launches a new range of fruit-flavored vodka that has nearly HALF the alcohol content of a Red Label. The new range is called 'Smirnoff Infusions' and includes orange, grapefruit and bitters flavored vodka and a raspberry, rhubarb and vanilla one.

Figure 3. India Alcohol Market Share, By Type, 2018

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Based on type, IMFL segment accounted for the largest revenue share of 62.3% in terms of value in 2018, followed by beer, country liquor, and wine segment.

Competitive Section:

Company Names 

• United Spirits Limited
• Tilaknagar Industries Ltd
• Jagatjit Industries
• Mohan Meakin
• Globus Spirits
• Allied Blenders and Distillers Pvt.
• SAB Millier
• Radico Khaitan Limited
• Khemani Group
• SOM Distilleries and Breweries
• Carlsberg A/S

Few Recent Developments

United Spirits Limited

• United Spirits Limited in India offers alcoholic beverages such as gin and vodka across all major states in India
• Most of its production facilities are located in Southern and Northern regions of India, which are major markets for gin

Tilaknagar Industries Limited

• The company manufactures its products through five in-house manufacturing facilities, supported by 12 leased units and 14 tie-up third party units

• The company has a strong sales network and sells products across states such as Andhra Pradesh, Karnataka, Kerala, Tamil Nadu, and Odisha