From single malt whiskey to gin cocktails: see what’s in store for you in India’s 2024 beverage report

India has gone from victory to victory in the last decade when it comes to alcohol. With the rise of local spirits like Indian agave, the timeless appeal of blends whiskey and the continued popularity of the craft gin space, 2024 brings a host of new entries as well as the return of favorites to the market, according to a recent report compiled by The Outlier team in collaboration with 30 Best Bars, Mansworld India and Tulleeho Beverage Education. & Experiences, got an in-depth look at exactly what is topping the charts in different spaces across the country.

This year, we covered 116 premium bars in 15 cities in 12 top-drinking states. With India’s beverage economy being a global talking point, the Indian liquor market is expected to add $7.6 billion by 2028, making it the fastest growing alcohol market among majors. economies. India has now overtaken France as the world’s largest Scotch whiskey market, with sales of 219 million bottles in 2022. Notably, Indian brands are steadily entering the Top 10 in several categories that were once dominated by international brands. , with a marked increase and visibility in international markets. .

What will India drink in 2024?

Gin, premium Indian whiskey and blended Scotch whiskey have emerged as the top three favorite spirits in seven major cities in India, reflecting a dynamic shift in consumer preferences. Gin, with its fresh botanical appeal, has seen a surge in popularity, particularly in urban bars, driven by a growing interest in craft cocktails. Premium Indian whiskey, on the other hand, continues to enjoy a strong cultural connection, representing both tradition and modern sophistication. Blended Scotch whiskey remains a staple in Indian drinking culture, admired for its heritage and complex flavors, making these three spirits top choices in bars across the country.

The Gin Scene

A favorite among mixologists and consumers for its versatility, gin had a standout year in 2023, with brands focusing on local terroir and regional ingredients to create unique expressions. Distilleries were quick to release innovative gins, making them an ideal choice for creative cocktails. However, the rapid growth of the category introduced challenges, as many new entrants struggled to make a lasting impact, while other niche brands found firm followers. As consumer interest gradually shifts and bartenders explore other spirits, the gin market is now in a delicate balance. Additionally, last year saw an influx of international gins from Japan, Italy and France, contributing to a more diverse gin menu.

The Whiskey Summary

The Indian whiskey scene is thriving like never before, with premium Indian single malts captivating whiskey enthusiasts around the world through exceptional craftsmanship and rich flavours. India’s position as the world’s largest whiskey consumer is further cemented by the rise of its premium whiskey brands. Over the past year, several Indian single malt brands have also won awards in international competitions, boosting the notoriety of Indian whiskies. Meanwhile, blended whiskey, often hailed as one of the most difficult spirits to perfect, is flourishing with master blenders creating balanced blends of single malts and grains. In 2024, the category will see innovations, with brands experimenting with various cask finishes, from sherry to rum, adding new dimensions to their blends and embracing transparency in their blending techniques.

The promising

Agave is the new horse in the spirits race and in 2024, 25 agave spirits brands were mentioned in the survey, a slight decrease from 29 in 2023, with foreign brands leading the charge in all cities. Rum, once seen as a winter spirit, has now secured a year-round presence in Indian bars, with bartenders and consumers embracing it throughout the seasons. White rum is also gaining popularity, with local brands offering unique takes, while super-premium Indian rums, priced upwards of ₹3,000, are making their mark. This year 30 rum brands were mentioned, compared to 26 last year.

Overall, 2024 promises to be a stellar year for indian alcohol The rise of local brands is showing an upswing and the consumer market is adapting to accommodate their unique offerings.