Gen Z drives India premium spirits surge as boomers cut back, IWSR survey finds
IWSR survey of 2,545 adults across 11 cities shows Gen Z drinker participation climbing to 80% (Mar 2026) from 70% a year earlier and 60% in 2023. Urban affluent participation rose to 77% from 67%. Premiumisation lifts Indian whisky share to 57% and blended Scotch to 43%, benefiting United Spirits, Allied Blenders and Tilaknagar.
IWSR survey shows Indian Gen Z alcohol consumption rising sharply while boomers pull back, driven by premiumisation across Tier II/III cities. United Spirits, Allied Blenders and Tilaknagar cite strong premium spirits growth in India's expanding alcobev market.