Alcohol Market
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Indian <strong>Alcohol</strong><br />
<strong>Market</strong><br />
Future <strong>Market</strong> Insights<br />
Share, Trends, Analysis,<br />
Research, Report,<br />
Opportunities,<br />
Segmentation and<br />
Forecast,<br />
2014<br />
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Report Description<br />
<strong>Alcohol</strong>s are the intoxicating beverage consisting of spirits, wine and beer. It is defined by<br />
the alcohol content and the major raw material used in it. For instance, spirits are mainly<br />
made by fermenting grains and sugar, whereas wine is made by fermenting fruits/berries.<br />
Indian alcohol market has been flourishing since 2001 and registered growth between 7-<br />
12% till 2011 when the growth finally declined due to heavy import taxes, state<br />
government taxes, excise duty and political instability in election season. The year 2013<br />
was a great fall in Indian alcohol market when the spirits volume actually declined by 2-3%<br />
in India. <strong>Alcohol</strong> industry is a part of huge US$ 12 billion beverage industry of India<br />
excluding milk and milk products.<br />
Indian alcohol market is dominated by whiskey which falls under spirit category. However,<br />
the wine market is expected to show highest growth in the forecast period. The Indian<br />
alcohol market is broadly segmented as spirits, beer and wine. Spirits are further subsegmented<br />
into whiskey, rum/brandy, vodka, gin and others. The market is projected to<br />
register a flat growth in the forecast period.<br />
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Consumers are largely inclined towards quality alcohol due to increasing disposable<br />
income and better standard of living. Other drivers include greater inclination towards<br />
social drinking as well as women indulging into alcohol consumption. As India has huge<br />
youth population, the demand of alcohol would remain high in the coming years. The<br />
market saw a boom in Vodka sales in past decade as Vodka was positioned as the alcohol
Report Description<br />
for women. Youth largely prefer beer and the salaried youth are inclined toward whiskey<br />
and rum. In beer segment, more than 85% of the market is dominated by strong beer<br />
rather than mild.<br />
There exists quite a few restraints in the market such as high taxes, stringent government<br />
regulations on manufacturing and selling liquor, and ban on advertisements among<br />
others. <strong>Alcohol</strong> consumption is also subjected to the overall economy’s growth in terms of<br />
gross net income per capita and household expenditure. Thus, development in the<br />
economy would give a thrustto the alcohol market further but in a less pronounced<br />
manner.<br />
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One of the most notable trend is the demand of premium liquor among the consumers.<br />
The growth of premium segment would surpass the overall growth of alcohol market due<br />
to greater exposure towards foreign brands. India has seen a burst of high net worth<br />
individuals in past two decades and the list is ever increasing, which would fuel the<br />
growth of market in premium segment. In addition to travel retail theatres and duty free<br />
retailing would further boost the growth of premium alcohol in the market. Companies<br />
are launching exclusive new brands and products at premium prices to increase their<br />
margins and capture the upper class consumers. In September 2014, SABMiller, which<br />
also happen to be the second largest player in beer segment (after Kingfisher) launched<br />
its premium brand “Miller Ace” in India to compete with brands such as Carlsberg and<br />
Anheuser-Busch InBev.
Report Description<br />
Many international brands such as Diageo plc, PernodRicard, and The Carlsberg Group<br />
already forayed into the market with their million-dollar brands. The market is also<br />
moving towards consolidation with large number of acquisitions and joint ventures. One<br />
of the biggest mergers in recent past is that of London based Diageo plc and Indian firm<br />
United Spirits Limited, (USL). Diageo acquired 54.78 % share in USL by shelling whopping<br />
US$ 3 billion by mid-2014. USL is the dominant player in Indian alcohol market<br />
commanding majority of market share.<br />
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Some of the major players in Indian <strong>Alcohol</strong> <strong>Market</strong> are United Spirits Limited,<br />
RadicoKhaitan, Jagatjit Industries, Globus Spirits, Allied Blenders and Distillers Pvt. Ltd.,<br />
Sula Vineyards, SABMiller India Ltd. and John Distilleries Pvt Ltd among others.
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