Liquor majors race to make brandy cool beyond the south
Tilaknagar, Diageo, Radico Khaitan and John Distilleries are redesigning labels, smoothing blends and launching flavoured 'flandy' variants to premiumise a category where 98% of sales sit in five southern states and premium SKUs are under 25% of volumes.
What happened
Tilaknagar Industries · Indian liquor companies including Tilaknagar, Diageo, Radico Khaitan and John Distilleries are attempting to premiumise and nationalise
Key facts
- 98% sales in 5 states + 1 UT
- 88.5 million cases annually
- 20% of spirits sales
- premium <25% of category
Why this matters
Watch for tuck-in targets among regional southern brandy houses with distillation IP or state-license depth—Tilaknagar and John Distilleries' moves make scarcity value rise fast if Diageo or Radico go inorganic.