Festive spirits surge: Alcoholic beverage market upbeat as season boosts sales; industry expects 10–20% rise Q4

India’s alcoholic beverage industry has seen strong sales during the festive season, with the premium spirits category driving growth, and expects an upswing of 10-20 per cent in the October-December period.As per news agency PTI, Radico Khaitan COO Amar Sinha said, “We have witnessed a highly encouraging festive season, with strong uptake across our premium and luxury portfolio…Retail and on-trade channels are optimistic, demand indicators remain strong.” Brands such as Rampur Indian Single Malt and Jaisalmer Indian Craft Gin recorded robust growth across high-potential markets.The Confederation of Indian Alcoholic Beverage Companies (CIABC) expects momentum to continue during Christmas and New Year, driven by rising consumer spending, higher disposable incomes, and a young, aspirational consumer base. As quoted by PTI, CIABC director general Anant S Iyer said, “Premium and luxury segments are the ones where we are seeing good growth, especially in metros/ Tier I & II cities.”Similarly, the International Spirits and Wines Association of India (ISWAI) highlighted buoyant festive sales, aided by GST benefits. CEO Sanjit Padhi noted, “Reports on the ground indicate the upswing is in double-digit numbers, especially in the premium spirits category. The NCR region has seen record sales, with Noida & Gurgaon leading the way.”Regional patterns also showed strong consumption. Telangana excise authorities reported Rs 1,000 crore revenue over two days of Dussehra, mainly from IMFL sales, while Kolkata saw a 15–16 per cent rise during Durga Puja.Data shows that the domestic volume of branded spirits reached 408 million cases in 2024, contributing Rs 3.5 lakh crore in excise in FY24. Between 2019 and 2024, the overall industry grew at a CAGR of 3.4 per cent, while the premium segment registered double-digit growth, raising its market share from 42 to over 50 per cent.