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India One of the Top Market for Higher Liquor


Consumption, Growing at a Healthy Rate
The Indian liquor Industry is one of the most vibrant in the world. The array of liquor sold
in India is dazzling and demand for the same is growing among affluent Indians. India is
one of the top markets for higher consumption and growing at a healthy rate. Alcohol,
when consumed in moderation is proven to be benign and some forms of alcohol such as
wine are known to be good for the heart. Among young Indians, drinking often is a
prerequisite to socialising and networking. While the year gone by gave the Indian
consumers access to new vintages, well-brewed beers, and matured liquors and scotch,
for the Indian lover of liquor the next year will be even grander. A few trends likely to
shape the Indian liquor market next year are described below, but first is an insight into
the 3 segments of consumers who make up the Indian liquor market. The brand name
liquor carries is crucial to its success and will remain so in the year ahead as well. Demand
for branded liquor is led by the most affluent segment of society and brand name led
consumption includes demand for imported scotches and single malts. Many of those who
consume liquor sold in this segment are liquor connoisseurs and take pride in enjoying all
the trappings of an affluent lifestyle which includes knowledge of and consumption of fine
liquors. Much thought goes into purchasing liquor among consumers in this segment.
People in this segment are involved in the purchase of liquor and they know what kinds of
liquors are available in the market. Such consumers enjoy drinking the highest quality
liquor and have the means to do so regularly. The experience led consumer purchases
whiskey that is in the premium and deluxe segment. People in this demographic are usually
younger than those in the former segment many being in their 20's and are employed in
prestigious jobs or are college students from relatively well-off backgrounds. They
regularly experiment by consuming different brands and hence are not completely won
over by a single brand. Such consumers are also open to consuming brands they have not
tried before and they can be won over by new brands when brands offer better value such
as attractive packaging, superior blend, a better consumer experience, and other high-
value offerings. Because people in this segment are younger than those in the former
segment, their tastes are not as evolved or as well matured as those of the latter. Many
new brands have gained traction in this segment because consumers in this segment
prefer such new brands and because they are open to experimentation. Price point led
consumers are very price sensitive and, unlike brand-name led consumers and experience
led consumers, display no brand loyalty. Members in this segment regularly close their
workday by consuming liquor and have incomes that are far lower than those of people
who consume branded liquor and experience led consumers. Many such consumers fall in
the lower middle class and many are also daily labourers. They don’t have any brand
loyalty and will easily switch from one brand to another as long as doing so saves them
money. In understanding consumers in these segments sit’s crucial to remember that
consumers are not a permanent part of any one segment. In reality, as incomes grow,
consumers who were motivated to purchase liquor only because of its low price grow to
be motivated by experience and at even higher income levels become driven to purchase
liquor because of the brand under which it is sold. New trends also reveal that younger
consumers of liquor are less conscious of price and become experience led consumers
directly, thereby skipping the stage where consumers are driven only by price. Trends also
indicate that young consumers, who earlier may have preferred to drink beer or vodka,
today are just as likely to consume whiskey. As income levels continue to increase across
India fewer people will select liquor in 2019 based solely on price. Hence the demand for
low margin whiskey will shrink next year while demand in the deluxe and premium
segments will grow. This is to be expected as liquor whose demand is driven solely by its
low price is an inferior good and demand for it will fall as income levels rise and consumers
can purchase higher quality liquor. In 2019 it is expected that the demand for vodka and
brandy will grow while demand for rum will fall. Next year will also mark the entry of
premium rum and of artisanal gins although the expected demand for both will be
low. Demand for scotch, Indian made foreign liquor (IMFL), deluxe whiskey, and regular
whiskey will be between 12 per cent 3 per cent 15 per cent and -2% respectively. The
drop-in demand for regular whiskey is commensurate with rising standards of living in
India and signals the aspirations of Indians some of whom prefer to consume more a
higher quality whiskey instead of regular whiskey. A very large number of those who
consume whiskey next year will consume regular whiskey signalling once again that
despite an aspirational class, low prices still have an impact on the average consumer’s
decision to purchase whiskey in India. Other liquors such as rum, brandy, and white spirits
share by volume in India is expected to be 15 per cent 22 per cent and 3% while their
share by value is expected to be 10 per cent 12 per cent and 5%. A casual examination
of these numbers reveals that in India consumers still prefer relatively inexpensive rum
and whiskey while those who consume white spirits are more likely to consume a premium
product. Both Premium Brandy and Beer are poised to grow in coming years while Rum
will be declining along with Regular Brandy. Hence the demand for each of the mentioned
categories of liquor except mass brandy will grow. The decline in demand for mass brandy
is also a result of rising aspirations of Indians who will be more likely next year to opt to
purchase a higher quality of liquor than a mass brandy. The rise in demand for beer is
congruent with the increasing numbers of young Indians who consume beer to have a
good time. More and more Indians are saying cheers among friends every evening, a trend
that is likely to continue. Excitingly more Indians are willing to pay extra for a higher
quality branded liquor than did in the past; this trend is likely to increase the demand for
branded liquor over the next few decades at the expense of unbranded liquor brands.

Sources: Independent Research, Drinks-Insight-Network

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