Gen Z drives India's alcobev premiumisation as boomers moderate, survey finds
Urban Gen Z alcohol participation hit 80% in Mar 2026, up from 70% a year earlier and 60% in 2023, per an IWSR survey of 2,545 adults across 11 cities. Indian whisky (57%) and blended Scotch (43%) both gained share, lifting United Spirits, Allied Blenders and Tilaknagar even into Tier II/III markets.
Urban Indian Gen Z alcohol consumption is surging (80% participation), driving premiumisation across spirits in India even into Tier II/III cities, while boomers moderate. In-scope for alcobev players like United Spirits, Allied Blenders, Tilaknagar.