For a long time, alcohol in India has been a subject of quiet indulgence—something done in hushed tones, behind closed doors, or with a certain sense of reservation. It was something that, in most households, discreetly found a place as something for the man of the house to indulge in or a forbidden fruit that people never spoke of openly. Over time, with changing times and moods, India has taken a different attitude toward drinking. This shift has occurred not just in the metropolitan cities but has gradually spread across the country, driven by evolving preferences, social media exposure, and growing appreciation for quality spirits.
Changing Preference for Alcohol in India
Once very conservative about alcohol, India has seen a sharp change in how people consume alcohol. The nation has emerged to experience considerable change in the consumption pattern of alcohol. The youth are more experimental and adventurous in the consumption of alcohol, and the change is attributed to the changing scenarios of culture, globalization, and the boom in the alcohol industry. Today, a person in the major cities will be more adventurous to try craft beers, whiskey varieties, and even premium spirits that were previously considered luxuries. This openness has led to the growth of craft breweries, mixology, and niche liquor segments, away from the traditional beer and whiskey consumption.
India and its alcohol consumption trends
There has been a change not only in the alcoholic beverages people are drinking, but how Indians drink also. While for generations Indians used to take whiskey as the favourite alcoholic drink followed by beer and rum, globalization, internationalism and increasing cultural contact from West, and all the cultural values they had from it made a turn among younger generations for diversity in beverages. This further increased interest in cocktails, flavored spirits, and even white spirits like gin and vodka. Furthermore, as people's awareness over the health value grew and concerns over it, people started looking for low alcohol and non-alcohol beverages. The pandemic merely fast-tracked these trends since people started consuming much more at home, which further resulted in increased DIY cocktail kits and pre-mixed drinks.
Indian Alcohol Market Demographics
The alcohol market in India has also undergone significant demographic changes. Though the urban centers still lead the alcohol consumption, tier 2 and tier 3 cities are witnessing growth. Social media influence, easy availability of international brands, and higher disposable income in these cities have boosted alcohol consumption. Different markets have developed their age segments into different types of products. Whiskey and rum are getting into older consumers whereas gin, tequila, etc., with its international varieties have more experimentative young consumers. Growth in tier II cities reveals that this consumption market of alcoholic beverages has taken a life out of big metro cities; constantly rising premium demands are its clear evidence.
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