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India's Spirits Surge: Premiumization & FTA Boom
4 Feb
Summary
- Indian malts are winning global accolades, outperforming Scots.
- India-UK FTA will halve whisky and gin import duties.
- Younger generations are driving a 'drink better' culture.
The Indian Alcoholic Beverage (AlcoBev) industry is undergoing a significant structural shift, moving from a volume-driven market to one focused on value and premiumization. Projections estimate the sector will reach Rs 5.8 lakh crore by 2030.
The India-UK Free Trade Agreement (FTA), expected to be ratified in early 2026, is a key catalyst. It will reduce import duties on UK whisky and gin from 150% to 75%, making luxury spirits more affordable.
This regulatory change is expected to lead to immediate price drops for popular Scotch labels, estimated at Rs 200-300 per 750ml bottle. The deal also aims to accelerate the shift towards 'Bottled-in-Origin' imports and encourages reciprocal market access for Indian distillers.
Indian single malts are achieving unprecedented global prestige, winning major awards and driving a 22% CAGR in the category between FY19 and FY24. Brands like Indri, Rampur, and Godawan are gaining international recognition.
United Spirits (USL) is identified as a primary beneficiary, with analysts initiating coverage with a Buy rating and a target price of Rs 1,650. USL holds a dominant 45% market share in the premium and alcobev (P&A) segment.
A fundamental behavioral shift is underway, with consumers prioritizing quality over quantity. Whisky remains dominant, while white spirits represent the fastest-growing segment in P&A.
India's demographic expansion, with 13 million drinking-age adults added annually, provides a strong growth runway. Millennials and Gen Z are key drivers of this trend, influencing innovation and demanding better experiences and products.
High entry barriers, including compliance burdens and state-specific policies, protect incumbents like USL and Radico Khaitan. The ownership of the Royal Challengers Bengaluru (RCB) IPL franchise by United Spirits is also noted as a valuable asset, contributing significantly to EBITDA.
