product synopsis

Alcohols are the intoxicating beverage consisting of spirits, wine and beer. It
is defined by the alcohol content and the major raw material used in it. For
instance, spirits are mainly made by fermenting grains and sugar, whereas
wine is made by fermenting fruits/berries. Indian alcohol market has been
flourishing since 2001 and registered growth between 7-12% till 2011 when
the growth finally declined due to heavy import taxes, state government
taxes, excise duty and political instability in election season. The year 2013
was a great fall in Indian alcohol market when the spirits volume actually
declined by 2-3% in India. Alcohol industry is a part of huge US$ 12 billion
beverage industry of India excluding milk and milk products.

Indian alcohol market is dominated by whiskey which falls under spirit

category. However, the wine market is expected to show highest growth in
the forecast period. The Indian alcohol market is broadly segmented as
spirits, beer and wine. Spirits are further sub-segmented into whiskey,
rum/brandy, vodka, gin and others. The market is projected to register a flat
growth in the forecast period.

Consumers are largely inclined towards quality alcohol due to increasing

disposable income and better standard of living. Other drivers include greater
inclination towards social drinking as well as women indulging into alcohol
consumption. As India has huge youth population, the demand of alcohol
would remain high in the coming years. The market saw a boom in Vodka
sales in past decade as Vodka was positioned as the alcohol for women. Youth
largely prefer beer and the salaried youth are inclined toward whiskey and
rum. In beer segment, more than 85% of the market is dominated by strong
beer rather than mild.

There exists quite a few restraints in the market such as high taxes, stringent
government regulations on manufacturing and selling liquor, and ban on
advertisements among others. Alcohol consumption is also subjected to the
overall economys growth in terms of gross net income per capita and
household expenditure. Thus, development in the economy would give a
thrustto the alcohol market further but in a less pronounced manner.

One of the most notable trend is the demand of premium liquor among the

consumers. The growth of premium segment would surpass the overall

growth of alcohol market due to greater exposure towards foreign brands.
India has seen a burst of high net worth individuals in past two decades and
the list is ever increasing, which would fuel the growth of market in premium
segment. In addition to travel retail theatres and duty free retailing would
further boost the growth of premium alcohol in the market. Companies are
launching exclusive new brands and products at premium prices to increase
their margins and capture the upper class consumers. In September 2014,
SABMiller, which also happen to be the second largest player in beer segment
(after Kingfisher) launched its premium brand Miller Ace in India to compete
with brands such as Carlsberg and Anheuser-Busch InBev.

Many international brands such as Diageo plc, PernodRicard, and The

Carlsberg Group already forayed into the market with their million-dollar
brands. The market is also moving towards consolidation with large number
of acquisitions and joint ventures. One of the biggest mergers in recent past
is that of London based Diageo plc and Indian firm United Spirits Limited,
(USL). Diageo acquired 54.78 % share in USL by shelling whopping US$ 3
billion by mid-2014. USL is the dominant player in Indian alcohol market
commanding majority of market share.

Some of the major players in Indian Alcohol Market are United Spirits Limited,
RadicoKhaitan, Jagatjit Industries, Globus Spirits, Allied Blenders and Distillers
Pvt. Ltd., Sula Vineyards, SABMiller India Ltd. and John Distilleries Pvt Ltd
among others.

The research report presents a comprehensive assessment of market and

contains thoughtful insights, facts, historical data, and statistically supported
and industry validated market data and projections with suitable set of
assumptions and methodology. Research report provides analysis and
information by categories such as market segments, geographies, types,
technology and applications.

Report covers exhaustive analysis on

Market Segments

Market Dynamics
Market Size
Supply & Demand
Current Trends/Issues/Challenges
Competition & Companies involved
Technology
Value Chain
Regional analysis includes

North
South
East
West
The report is a compilation of first-hand information, qualitative and
quantitative assessment by industry analysts, inputs from industry experts
and industry participants across value chain. The report provides in-depth
analysis of parent market trends, macro-economic indicators and governing
factors along with market attractiveness as per segments. The report also
maps qualitative impact of various market factors on market segments and
various geographies.

Report Highlights:

Detailed overview of parent market

Changing market dynamics of the industry
In-depth market segmentation
Historical, current and projected market size in terms of volume and value
Recent industry trends and developments
Competitive landscape

Strategies of key players and product offerings

Potential and niche segments/regions exhibiting promising growth
A neutral perspective towards market performance
Must-have information for market players to sustain and enhance their
market footprint.

Alcoholic Drinks in India

Volume sales of alcoholic drinks record a stable performance

Overall volume sales of alcoholic drinks grew positively in 2014 due to
factors, such as the growing on-trade channel, wider consumer base, and
increased manufacturer activities. Premium products across beer, spirits and
wine continued to register higher demand, although this was dampened
somewhat by rising taxation on alcoholic drinks. Social and regulatory
factors, therefore, continued to shape the growth path of alcoholic drinks over
the review period.
PET bottles and small packs drive rural sales
Use of PET bottles and small tetra packs helped branded IMFL (Indian Made
Foreign Liquor) manufacturers to gain a competitive edge over IMIL (Indian
made Indian Liquor) also called as country liquor manufacturers. Many pricesensitive low-income consumers started to try branded alcohol in 2014. In
India the various state governments drew up regulations for alcohol packaged
in PET bottles. This enabled manufacturers to keep their costs low by not
using glass bottles. Moreover, price-sensitive low-income demographics find
more value in purchasing PET bottles. This trend is expected to continue in
the coming years as more manufacturers will target rural consumers with
small and alternative pack sizes.
Global companies emerge as the leading players
Foreign companies have in the past found it difficult to enter the Indian
alcoholic drinks market because of heavy import taxes and well-established
domestic production. With the takeover of United Breweries by Heineken and
United Spirits by Diageo, global companies made a foray into the Indian
alcoholic drinks market, which was previously dominated by domestic

manufacturers. Entry into India enables global majors to tap into the regional
distribution networks and leverage on local manufacturing and marketing
capabilities to gain momentum and develop their product and brand
portfolios. The Indian alcohol industry also befits from these developments
through the expertise, best practices and renowned brands that global
companies bring with them.
The off-trade remains the dominant sales channel for alcoholic drinks
Despite the widespread availability and popularity of on-trade outlets, the offtrade continued to be the preferred channel from which to buy alcoholic
drinks in the country. This is due to the large price difference between these
channels. Most Indians continue to entertain at home to avoid paying high
prices for alcoholic drinks. The on-trade channel also recorded encouraging
growth rates, with greater numbers of business, entertainment as well as
corporate activities being organised throughout the year. Consumers became
more willing to spend on socialising and partying at on-trade spots, which
propelled demand for alcoholic drinks during 2014.
Positive performance anticipated over the forecast period
Alcoholic drinks is expected to maintain a positive performance during the
forecast period, backed by several factors, such as the changing outlook of
society towards drinking, the tendency to spend on lifestyle products and
increased availability of a wide range of brands. There will be a continued
increase in demand for products, such as quality red wine, premium Scotch
whisky, good beer, vodka and rum, which will result in positive growth in both
volume and value terms at constant 2014 prices for alcoholic drinks as a
whole. Wine, spirits and beer will be the dynamic categories whereas
RTDs/high-strength premixes will be static over the forecast period. Both offtrade and on-trade sales are expected to record a better performance as
alcohol consumption becomes more acceptable over the forecast period.

segmentation:
This market research report includes the
following:
Alcoholic Drinks
Beer
Dark Beer
Ale
Sorghum
Weissbier/Weizen/Wheat Beer
Lager

Flavoured/Mixed Lager
Standard Lager
Premium Lager
Domestic Premium Lager
Imported Premium Lager
Mid-Priced Lager
Domestic Mid-Priced Lager
Imported Mid-Priced Lager
Economy Lager
Domestic Economy Lager
Imported Economy Lager
Lager by Origin
Domestic Lager
Domestic Premium Lager
Domestic Mid-Priced Lager
Domestic Economy Lager
Imported Lager
Imported Premium Lager
Imported Mid-Priced Lager
Imported Economy Lager
Non/Low Alcohol Beer
Stout
Cider/Perry
RTDs/High-Strength Premixes
High-Strength Premixes
RTDs
Malt-based RTDs
Spirit-based RTDs
Wine-based RTDs
Other RTDs
Spirits
Brandy and Cognac
Brandy
Cognac
Liqueurs
Bitters
Cream-based Liqueurs
Other Liqueurs
Rum
Dark Rum
White Rum
Tequila (and Mezcal)
Whiskies
Bourbon/Other US Whiskey
Canadian Whisky
Irish Whiskey

Japanese Whisky
Blended Scotch Whisky
Blended Malt Scotch Whisky
Other Blended Scotch Whisky
Single Malt Scotch Whisky
Other Whiskies
White Spirits
Gin
English Gin
Dutch Gin
Vodka
Other Spirits
Wine
Fortified Wine and Vermouth
Port
Sherry
Vermouth
Non-Grape Wine
Sparkling Wine
Champagne
Other Sparkling Wine
Still Light Grape Wine
Still Red Wine
Still Ros Wine
Still White Wine

IMFL:

Indian-made foreign liquor (IMFL) is the official term used by

governments, businesses and media in India to refer to all types of
hard liquor manufactured in the country other than indigenous
alcoholic beverages such as fenny, toddy, arrack and others.
IMFL is also referred to spirits that are produced in foreign countries
and imported to India in bulk quantities and bottled in an Excise
Bonded Warehouse by the Importers.
The alcoholic strength of IMFL generally does not exceed 42.8% alcohol
by volume or 37% alcohol by weight .[citation needed] Most common
bottles of IMFL are available in sizes of quart (750 ml, 684 g), pint (375
ml, 342 g) and nip (180 ml, 164 g) in cases of 12, 24 and 48 bottles
respectively.

Manufacture

A common characteristic of many IMFLs, distinct from spirits elsewhere

in the world, is that irrespective of the final product the starting
ingredient is a neutral spirit distilled from molasses, a byproduct of the
sugar industry. For example, whisky in most countries would be
distilled from grain, while Indian whisky is made from distilled molasses
spirit, blended with grain or malt-based whisky, which may include
imported whisky.[1][2] The same applies to other IMFL spirits, like rum
or vodka. However some recent entrants distill spirits per traditional
methods even when manufacturing in India.
SRNo.
Title
Packing
MRP/Btl.
(Incl.Taxes)
1
100 Pipers Blended Scotch Whisky Aged 12 Years.
750 ml
1900
2
100 Pipers Deluxe Blended Scotch Whisky.
750 ml
1400
3
100 Pipers Deluxe Blended Scotch Whisky.
375 ml
700
4
100 Pipers Deluxe Blended Scotch Whisky.
180 ml
350
5
8 Pm Bermuda Gin Saunf Flavoured 750 ml
301
6
8 Pm Bermuda Gin Saunf Flavoured 375 ml
151
7
8 Pm Bermuda Gin Saunf Flavoured 180 ml
75
8
8 Pm Classic Whisky
750 ml
287
9
8 Pm Classic Whisky
375 ml
147
10
8 Pm Classic Whisky
180 ml
74
11
A.C. S.E.K.C. Whisky
750 ml
300
12
A.C. S.E.K.C. Whisky
375 ml
151
13
A.C. S.E.K.C. Whisky
180 ml
75
14
After Dark Fine Grain Whisky 750 ml
570
15
After Dark Fine Grain Whisky 375 ml
288
16
After Dark Fine Grain Whisky 180 ml
144
17
Antiquity Blue Ultra Platinum Whisky
750 ml
737
18
Antiquity Blue Ultra Platinum Whisky
375 ml
369
19
Antiquity Blue Ultra Platinum Whisky
180 ml
184
20
Aristocrat Extra Dry Gin750 ml
288
21
Aristocrat Extra Dry Gin375 ml
148
22
Aristocrat Extra Dry Gin180 ml
73
23
Aristocrat Xxx Rum
750 ml
288
24
Aristocrat Xxx Rum
375 ml
148
25
Aristocrat Xxx Rum
180 ml
75
26
Bagpiper Classic Whisky
750 ml
301
27
Bagpiper Classic Whisky
375 ml
151
28
Bagpiper Classic Whisky
180 ml
75
29
Baileys The Original Irish Cream
750 ml
1921
30
Blenders Pride Rare Premium Whisky
750 ml
694
31
Blenders Pride Rare Premium Whisky
375 ml
346
32
Blenders Pride Rare Premium Whisky
180 ml
175
33
Blenders Pride Reserve Collection Whisky 750 ml
900

34
35
36
37
38
39
40
41
42
43
44
45
46
47
48
49
50
51
52
53
54
55
56
57
58
59
60
61
62
63
64
65
66
67
68
69
70
71
72
73
74
75
76
77
78
79

Blenders Pride Reserve Collection Whisky 375 ml

450
Blenders Pride Reserve Collection Whisky 180 ml
230
Bonnie Special Whisky 750 ml
246
Bonnie Special Whisky 375 ml
123
Bonnie Special Whisky 180 ml
61
Carews Dry Gin 750 ml
301
Carews Dry Gin 375 ml
151
Carews Dry Gin 180 ml
75
Ciroc Snap Frost Vodka 750 ml
3785
Contessa Xxx Rum
750 ml
287
Contessa Xxx Rum
375 ml
147
Contessa Xxx Rum
180 ml
74
Directors Special Regular Whisky
750 ml
301
Directors Special Regular Whisky
375 ml
151
Directors Special Regular Whisky
180 ml
75
Fratelli Cabernet Franc - Shiraz
750 ml
805
Fratelli Cabernet Sauvignon 750 ml
778
Fratelli Cabernet Sauvignon 375 ml
393
Fratelli Chardonnay
750 ml
898
Fratelli Chenin Blanc
750 ml
697
Fratelli Classic Chenin 750 ml
581
Fratelli Classic Merlot 750 ml
666
Fratelli Classic Shiraz 750 ml
581
Fratelli Gran Cuvee Brut Sparkling 750 ML (6 Bott.) 1364
Fratelli Sangiovese
750 ml
908
Fratelli Sauvignon Blanc
750 ml
708
Fratelli Sauvignon Blanc
375 ml
358
Fuel Vodka 750 ml
438
Fuel Vodka 375 ml
217
Fuel Vodka 180 ml
107
Fuel Vodka Green Apple 750 ml
443
Fuel Vodka Green Apple 375 ml
219
Fuel Vodka Green Apple 180 ml
109
Fuel Vodka Orange
750 ml
443
Fuel Vodka Orange
375 ml
219
Fuel Vodka Orange
180 ml
109
Gold Riband Deluxe Whisky 750 ml
301
Gold Riband Deluxe Whisky 375 ml
151
Gold Riband Deluxe Whisky 180 ml
75
Gordons London Dry Gin
750 ml
1599
Honey Bee Premium Brandy 750 ml
293
Honey Bee Premium Brandy 375 ml
147
Honey Bee Premium Brandy 180 ml
75
Iice Bare It All Vodka Premium
750 ml
415
Iice Bare It All Vodka Premium
375 ml
205
Iice Bare It All Vodka Premium
180 ml
102

80
Iice Bite The Apple Vodka Premium 750 ml
443
81
Iice Bite The Apple Vodka Premium 375 ml
222
82
Iice Bite The Apple Vodka Premium 180 ml
110
83
Iice Undress The Orange Vodka Premium 750 ml
443
84
Iice Undress The Orange Vodka Premium 375 ml
222
85
Iice Undress The Orange Vodka Premium 180 ml
110
86
Imperial Blue Superior Grain Whisky
750 ml
392
87
Imperial Blue Superior Grain Whisky
375 ml
197
88
Imperial Blue Superior Grain Whisky
180 ml
99
89
J And B Rare Blended Scotch Whisky
750 ml
1846
90
Jackpot Dry Gin 750 ml
301
91
Jackpot Dry Gin 180 ml
75
92
Jackpot Xxx Rum 750 ml
301
93
Jackpot Xxx Rum 180 ml
75
94
Johnnie Walker Platinum Label Blended Schotch Whisky
750
ML (6 Bott.) 7890
95
Johnnie Walker Black Label Blended Scotch Whisky
750 ml
3500
96
Johnnie Walker Blue Label A Blend Of Our Very Rarest Whisky
750 ML (6 Bott.) 23783
97
Johnnie Walker Double Black Blended Scotch Whisky 750 ML (6
Bott.) 4626
98
Johnnie Walker Red Label Blended Scotch Whisky
750 ml
1792
99
Ketel One Vodka 750 ml
1891
100 M-2 Magic Moments Remix Smooth Flavoured Vodka Green Apple
750 ml
453
101 M-2 Magic Moments Remix Smooth Flavoured Vodka Green Apple
375 ml
227
102 M-2 Magic Moments Remix Smooth Flavoured Vodka Green Apple
180 ml
113
103 M-2 Magic Moments Remix Smooth Flavoured Vodka Orange
750 ml
453
104 M-2 Magic Moments Remix Smooth Flavoured Vodka Orange
375 ml
227
105 M-2 Magic Moments Remix Smooth Flavoured Vodka Orange
180 ml
113
106 M2 Verve Magic Moments Super Premium Vodka
750 ml
674
107 M2 Verve Magic Moments Super Premium Vodka
375 ml
352
108 M2 Verve Magic Moments Super Premium Vodka
180 ml
179
109 M2 Magic Moments Electra Agent Orange Flavour
275 ml
85
110 M2 Magic Moments Electra Appletini Apple Flavour
275 ml

85
111 M2 Magic Moments Electra Cosmopolitan Cranberry Flavour
275 ml
85
112 M2 Magic Moments Electra Starry Night Martini Chocolate And
Coffee Flavour
275 ml
85
113 M2 Verve Magic Moments Green Apple Premium Flavoured Vodka
750 ml
688
114 M2 Verve Magic Moments Green Apple Premium Flavoured Vodka
375 ml
345
115 M2 Verve Magic Moments Green Apple Premium Flavoured Vodka
180 ml
173
116 M2 Verve Magic Moments Orange Premium Flavoured Vodka
750 ml
688
117 M2 Verve Magic Moments Orange Premium Flavoured Vodka
375 ml
345
118 M2 Verve Magic Moments Orange Premium Flavoured Vodka
180 ml
173
119 Magic Moments Smooth Grain Vodka
750 ml
400
120 Magic Moments Smooth Grain Vodka
375 ml
200
121 Magic Moments Smooth Grain Vodka
180 ml
99
122 Maharaja Mahansar Premix Vodka Sonf
750 ml
247
123 Maharaja Mahansar Premix Vodka Sonf
180 ml
63
124 Mc Dowells Green Label Export Special The Rich Blend Whisky
750 ml
305
125 Mc Dowells Green Label Export Special The Rich Blend Whisky
375 ml
153
126 Mc Dowells Green Label Export Special The Rich Blend Whisky
180 ml
78
127 Mcdowells Blue Riband Premium London Dry Gin
750 ml
301
128 Mcdowells Blue Riband Premium London Dry Gin
375 ml
153
129 Mcdowells Blue Riband Premium London Dry Gin
180 ml
78
130 Mcdowells No.1 Celebration Xxx Rum-750 ml
301
131 Mcdowells No.1 Celebration Xxx Rum-375 ml
159
132 Mcdowells No.1 Celebration Xxx Rum-180 ml
84
133 Mcdowells No.1 Deluxe Whisky
750 ml
391
134 Mcdowells No.1 Deluxe Whisky
375 ml
197
135 Mcdowells No.1 Deluxe Whisky
180 ml
98
136 Mcdowells No.1 Deluxe Whisky
90 ml 51
137 Mcdowells No.1 Diet Mate Premium Grain Special Whisky 750
ml
438
138 Mcdowells No.1 Diet Mate Premium Grain Special Whisky 375
ml
219
139 Mcdowells No.1 Diet Mate Premium Grain Special Whisky 180

ml
140
141
142
143
144
145
146
147
148
149
150
151
152
153
154
155
156
157
158
159
160
161
162
163
164
165
166
167
168
169
170
171
172
173
174
175
176
177
178
179
180
181
182
183

110
Morpheus Xo Blended Premium Brandy 750 ml
691
Morpheus Xo Blended Premium Brandy 375 ml
346
Morpheus Xo Blended Premium Brandy 180 ml
174
New Improved Aristocrat Premium Whisky
750 ml
391
New Improved Aristocrat Premium Whisky
375 ml
197
New Improved Aristocrat Premium Whisky
180 ml
99
Officers Choice Blue Classic Grain Whisky 750 ml
392
Officers Choice Blue Classic Grain Whisky 375 ml
197
Officers Choice Blue Classic Grain Whisky 180 ml
99
Officers Choice Blue Classic Grain Whisky 90 ML(100 Bottles)
48
Officers Choice Classic Whisky
750 ml
301
Officers Choice Classic Whisky
375 ml
151
Officers Choice Classic Whisky
180 ml
75
Peter Scot Malt Whisky 750 ml
704
Peter Scot Malt Whisky 375 ml
352
Peter Scot Malt Whisky 180 ml
179
Premium Romanov Vodka Apple Flavoured
750 ml
301
Premium Romanov Vodka Apple Flavoured
375 ml
153
Premium Romanov Vodka Apple Flavoured
180 ml
78
Premium Romanov Vodka Orange Flavoured
750 ml
301
Premium Romanov Vodka Orange Flavoured
375 ml
153
Premium Romanov Vodka Orange Flavoured
180 ml
78
Red Knight Finest Malt Blended Whisky
750 ml
478
Red Knight Finest Malt Blended Whisky
375 ml
239
Red Knight Finest Malt Blended Whisky
180 ml
120
Royal Challenge Classic Premium Whisky 750 ml
490
Royal Challenge Classic Premium Whisky 375 ml
245
Royal Challenge Classic Premium Whisky 180 ml
122
Royal Stag Barrel Select Whisky
750 ml
594
Royal Stag Barrel Select Whisky
375 ml
297
Royal Stag Barrel Select Whisky
180 ml
151
Royal Stag Delux Whisky
750 ml
483
Royal Stag Delux Whisky
375 ml
243
Royal Stag Delux Whisky
180 ml
121
Royal Stag Delux Whisky
90 ML(100 Bottles)
59
Russian Romanov Vodka
750 ml
301
Russian Romanov Vodka
375 ml
151
Russian Romanov Vodka
180 ml
75
Signature Premier Grain Whisky.
750 ml
720
Signature Premier Grain Whisky.
375 ml
360
Signature Premier Grain Whisky.
180 ml
180
Signature Rare Aged Whisky 2 Liter (4 Bottle) 1766
Signature Rare Aged Whisky 750 ml
694
Signature Rare Aged Whisky 375 ml
347

184
185
186
187
188
189
190
191
192
193
194
195
196
197
198
199
200
201
202
203

Signature Rare Aged Whisky 180 ml

176
Svara 750 ml
1321
Tanqueray Imported London Dry Gin
750 ml
Teachers 50 Blended Scotch Whisky750 ml
1704
Teachers 50 Blended Scotch Whisky375 ml
852
Teachers 50 Blended Scotch Whisky180 ml
434
Teachers 50 Blended Scotch Whisky60 ml 137
Teachers Highland Cream Blended Scotch Whisky
1320
Teachers Highland Cream Blended Scotch Whisky
660
Teachers Highland Cream Blended Scotch Whisky
337
Teachers Highland Cream Blended Scotch Whisky
Teachers Origin Blended Scotch Whisky 750 ml
Teachers Origin Blended Scotch Whisky 60 ml 158
White Mischief Vodka Ultra Pure
750 ml
301
White Mischief Vodka Ultra Pure
375 ml
151
White Mischief Vodka Ultra Pure
180 ml
75
York Cabernet Merlot
750 ml
825
York Sauvignon Blanc 750 ml
825
York Shiraz 750 ml
825
York Sparkling Cuvee Brut
750 ml
1177

1869

750 ml
375 ml
180 ml
60 ml 110
1965