India raises the bar with premium spirits

India's premium spirits market is in the midst of a transformation as consumers seek craftsmanship and authentic storytelling in their drinks

- Sayoni Bhaduri

Driven initially by the rise of Indian single malts and boosted further by the craft gin movement, premiumisation is now a defining priority for both established homegrown brands and ambitious new entrants seeking to set their spirits apart at the top end.

The industry’s approach has shifted from chasing volume to prioritising prestige and quality, which is buoyed by consistent double-digit growth in India’s luxury and premium spirits segment. According to a report by Euromonitor International, the overall luxury market is expected to hit $12.1 billion this year.

Beyond a business strategy, there is also a broader cultural shift among Indian consumers, who are seeking quality and authenticity over quantity. “Premiumisation helps us meet these aspirations through refined taste, craftsmanship, and storytelling. It’s about creating experiences, not just beverages,” shares Amar Sinha, Chief Operating Officer at Radico Khaitan, which introduced Rampur Indian single malt and Jaisalmer gin as leading brands in Indian spirits. The company has collaborated with D’YAVOL Luxury Collective to launch D’YAVOL Spirits, a new-age alcobev venture, whose first launch will be a premium tequila.