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.
Indian liquor companies including Tilaknagar, Diageo, John Distilleries and Radico Khaitan are attempting to premiumise and nationalise brandy, a category dominated by southern states, through new blends, flavour innovations (flandy), redesigned labels and cocktail positioning.
Why this matters
Tilaknagar continues its premiumisation drive for Mansion House brandy, building on prior signals of pushing the category beyond the South through flavoured variants and cocktail-led marketing.
Retail-brand activity steady at 379 signals over the last 90 days.