Gen Z drives India's alcobev premiumisation as boomers moderate, survey finds
Urban Gen Z alcohol participation hit 80% in Mar 2026, up from 70% a year earlier and 60% in 2023, per an IWSR survey of 2,545 adults across 11 cities. Indian whisky (57%) and blended Scotch (43%) both gained share, lifting United Spirits, Allied Blenders and Tilaknagar even into Tier II/III markets.
What happened
United Spirits · Urban Indian Gen Z alcohol consumption is surging (80% participation), driving premiumisation across spirits in India even into Tier II/III
Key facts
- Gen Z drinkers 80% in Mar 2026 vs 70% year earlier, 60% in 2023
- urban affluent participation 77% vs 67%
- 60% last drank at bar/club/restaurant
- 32% drank at home
- Indian whisky 57% vs 53%
- blended Scotch 43% vs 38%
- 2,545 adults surveyed across 11 cities
Why this matters
Accelerating Gen Z premiumisation and Tier II/III expansion make premium whisky and Scotch brands attractive acquisition or partnership targets to lock in shelf space ahead of further consolidation.
What to watch
- State excise duty revisions or advertising restrictions on alcohol
- Quarterly volume/value mix disclosures from USL, ABD, Tilaknagar
- IWSR/Nielsen follow-up participation and category-share data
- Entry of global RTD/seltzer players or new low-no launches in India
- Input cost (ENA, glass, Scotch import) and pricing pass-through signals
- United Spirits and Allied Blenders accelerate Tier II/III distribution and premium SKU launches targeting urban Gen Z
- Brands ramp digital/experiential marketing (events, on-trade activations) skewed to 21-27 demographic
- Tilaknagar leverages brandy/whisky momentum to push price-point upgrades and regional expansion
- Portfolio hedging into RTD, flavoured and low/no-alcohol lines to pre-empt format shift
- Distributors and modern trade expand premium shelf allocation in metros and emerging cities