• Sun. Jan 23rd, 2022

Alcoholic Beverages & The Changing Indian Consumer


Most data about India and its consumption of liquor will show that the market share is dominated by whiskey. However, a large section of this dominance can also be attributed to local (country) liquor, which comes under this segment as it accounts for a large volume of sales. The consumer at this level is extremely price conscious and therefore it is difficult to establish brand loyalty at this level.

However, moving to a more premium audience that consumes IMFL, the trends start to get more interesting. This audience consists of younger consumers that are looking for brand novelty and are therefore less conscious of pricing. The preferences of this new consumer vary – vodka, whiskey, gin, rum etc. – available in a number of variants and at variety of price points, throughout the country.

With rising income levels over the last decade, many consumers have moved towards deluxe and premium whiskeys – leading to an increase in demand for Scotch, Single Malts and Premium Blended Whiskey. Chhattisgarh Distilleries Limited (CDL) has been manufacturing whiskey brands since 1988 and over their journey of three decades, have also introduced brands across liquor categories like vodka, rum, gin etc.

Over the last 3 decades, Chhattisgarh Distilleries Limited has created a number of brands that are at par with IMFL and deluxe brands available in the market. India No. 1 Rare Premium Whiskey is a grain whiskey that is available in size variants of 750 ml, 375 ml and 180 ml. It has a rich and smooth flavour. Among the more popular brands, CDL’s Goa Special Whiskey is one of the most celebrated brands of CDL in Chhattisgarh market.

Coming to the consumption of vodka and rum, these have always been popular alcoholic beverages of choice for India with many home grown brands in the market. CDL’s Karlov Vodka and Red Indian XXX Deluxe Rum are also amongst some of the best selling liquor brands in these categories. The attractive packaging and introduction of flavours has increased the appeal of Vodka. CDL with its years of experience in liquor manufacturing has a fully equipped facility to produce the best-in-class vodka for the discerning Indian consumer.

CDL, with its extensive infrastructure, know-how and talent, has been manufacturing variety of brands across liquor categories, and with its vision to manufacture world-class alcohol brands in India, will soon be expanding into newer markets, to cater to diverse set of consumers across the country.

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