Tilaknagar Industries
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Liquor majors race to make brandy cool beyond the south
Tilaknagar, Diageo, Radico Khaitan and John Distilleries are redesigning labels, smoothing blends and launching flavoured 'flandy' variants to premiumise a category where 98% of sales sit in five southern states and premium SKUs are under 25% of volumes.
ET Retail · 5/20/2026, 7:50:14 AM
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.
ET Small Business · 5/20/2026, 6:07:44 AM
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.
ET Brand Equity · 5/20/2026, 5:16:33 AM