With an estimated retail market size in the region of USD 40
Billion per annum, India is the 3rd largest liquor market in the
world. A global study by Paris-based Organisation for
Economic Cooperation and Development (OECD) has found
that alcohol consumption in India has risen by 55% over a
period of 20 years.
India currently has approximately 600 million people of legal
drinking age. Alexandre Ricard, the CEO of Pernod Ricard,
hence told reporters in London, "the underlying consumption
potential in India isn't strong, it's extremely strong".
This immense market potential has led to several industry
altering innovations targeting the young consumer. These
include brew pubs, microbreweries and innovative other craft
Within a short span of a decade, over 100 brewpubs have
opened across India. There are several new ones cashing in on
the trend in Kolkata, Hyderabad, Chandigarh and Goa.
Gurgaon and Bengaluru host the majority of them, obviously
fueled by demand from young urban professionals. The
number of microbreweries are increasing year on year and are
expected to grow at a CAGR of 7.5% in the coming years.