Tilaknagar, Diageo push to premiumise brandy beyond India's southern stronghold

India's second-largest spirits category sells 88.5M cases annually but 98% comes from five southern states with mass-market pricing. Tilaknagar (Mansion House), Diageo, Radico Khaitan and John Distilleries are betting on premium SKUs and national distribution to break brandy out of its regional, value-tier box.

— Source publishedWed, 20 May, 2026, 08:59 IST·First seen Wed, 20 May, 2026, 10:45 IST·Source ET Brand Equity

What happened

Tilaknagar Industries · Indian liquor companies including Tilaknagar (Mansion House), Diageo, Radico Khaitan and John Distilleries are attempting to premiumise

Key facts

  • 98% sales in 5 states
  • 88.5 million cases annually
  • 1 billion 750ml bottles
  • 20% of spirits sales
  • premium <25% of category

Why this matters

Regional brandy houses with southern brand equity but no premium playbook become attractive bolt-ons for Diageo or Pernod looking to accelerate national premium rollout.

Also reported by