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US, China drink less, India begins pouring more

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US, China drink less, India begins pouring more

The early months of 2026 witnessed a significant 10 percent increase in India's alcohol consumption volumes. Among various categories, full-strength beer saw a notable rise of 16 percent, marking a striking divergence from the downturns faced by markets like the US and China. Furthermore, the consumption of no-alcohol beer soared by 25 percent, signaling a shift in consumer habits.

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The world’s two biggest alcohol markets are drinking less, but India seems to be in the mood for another round. Alcohol consumption volumes in the country jumped 10 percent in the first half of 2026, the fastest growth among 21 major markets tracked by drinks research firm IWSR , according to estimates shared exclusively with TOI.

India was also the only country among these markets where consumption increased across every category and subcategory tracked by IWSR. From beer and whisky to vodka, gin and wine, Indians consumed more of almost everything, even as the wider global drinks industry struggled with falling demand.

Beer led the growth, with full-strength beer consumption rising 16% year-on-year during Jan-June. Ready-to-drink (RTD) alcoholic beverages, which include premixed cocktails and other packaged drinks, grew 12 percent, while Indian whisky, one of the country’s largest spirits categories, recorded 4 percent growth.

Blended Scotch whisky volumes rose 8 percent, while vodka and gin grew 6 percent each. Rum and non-Cognac brandy recorded 3% growth apiece. Still wine consumption increased 2 percent, while fortified wine grew 7 percent.


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