India is witnessing a robust increase in demand for premium liquor, with the premium and super-premium segments expanding by 9% in volume and 12% in value in 2025, according to preliminary data from IWSR. This growth stands in stark contrast to a 2% decline in global beverage alcohol sales volume and a 4% drop in value, marking the first global downturn since 2020. Despite rising prices and cautious consumer behavior, India recorded a 4% increase in volume and a 5% rise in value. Neeraj Kumar, managing director of Suntory Global Spirits India, emphasized that discerning consumers are increasingly opting for prestige whiskies and premium white spirits, indicating a shift towards value over volume. India remains the largest spirits-drinking nation by volume, yet its share of luxury liquor is less than 5% due to high import duties. With an estimated 150 million middle-class consumers capable of affording premium brands, global firms like Diageo and Pernod Ricard are focusing on this market as a top priority. Pernod Ricard reported an 11% growth in the March quarter, underscoring the strong demand and potential in the Indian market.