Tilaknagar, Diageo lead brandy makeover bid as category stays stuck in the South
Brandy moves 88.5M cases a year and accounts for 20% of India's spirits, but 98% of sales sit in five southern states plus one UT. Tilaknagar (Mansion House), Diageo, John Distilleries and Radico Khaitan are pushing premium blends, flavoured 'flandy' variants, redesigned labels and cocktail positioning to broaden appeal.
What happened
Tilaknagar Industries · Indian liquor companies including Tilaknagar, Diageo, John Distilleries and Radico Khaitan 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
Regional brandy brands with southern distribution depth become acquisition targets as Diageo and Radico race to assemble premium portfolios in a category where <25% is premium today.