Memories warm you up from the inside. But they also tear you apart.
For decades, India has held a reputation as one of the world’s largest consumers of whiskey, driven largely by Indian-made foreign liquor (IMFL) brands such as Royal Stag, Officer’s Choice, and McDowell’s. This high-volume, cost-effective whiskeys have long dominated the country’s alcohol market, accounting for over half of all spirits sales. However, a new wave of craft gins—often infused with regional botanicals—has entered the scene, signaling a gradual shift in preferences among India’s urban and upscale consumers.
A Historical Whiskey Hold
The popularity of whiskey in India is hard to overstate. Market research firm IWSR (International Wine and Spirits Record) estimates that India’s whiskey category (including IMFL and imported brands) crosses 200 million cases per year, making it one of the highest-volume markets in the world. This longstanding love affair with whiskey has been fueled by accessibility, cultural acceptance, and historically lowers price points when compared to imported spirits.
But while whiskey remains the top choice for many Indian consumers, its share of the spirits market has plateaued in some metropolitan areas. Younger drinkers, especially in cities like Mumbai, Delhi, and Bengaluru, are now open to exploring a wider array of spirits, seeking out unique flavor profiles and premium experiences.
The Indian Craft Gin Boom
Enter homegrown gin brands that have quickly gained traction over the last five years. Labels such as Greater Than, Hausa, and Stranger & Sons lead the pack, presenting gins infused with ingredients like Himalayan juniper, gondhoraj limes, and a variety of local spices. According to Drinksworld, the craft gin segment in India has grown by roughly 30% year-over-year in major metros—a phenomenon driven by a mix of consumer curiosity, global cocktail trends, and the desire for local authenticity.
Economically, this growth is a boon for small-scale distilleries and regional farmers. Craft producers often source herbs and botanicals directly from local growers, tapping into India’s wide agricultural diversity. Meanwhile, bars and restaurants gain unique selling points by offering Indian-inspired gin cocktails—an especially attractive proposition for tourists eager to sample something authentically local.
From Peg to Pour: The Rise of Gin Cocktails
In a country where “peg” (a standard whiskey serves) is a cultural mainstay, the notion of gin-centric menus is a fresh development—yet one that’s quickly catching on. Mycologists in top-tier urban bars now feature dedicated gin sections, experimenting with cocktails that highlight local flavors alongside the more traditional tonic and citrus pairings.
Spiced Gimlet: Bartenders are reworking the classic gimlet by adding a touch of Indian spice—curry leaves, cardamom, or even chili—to craft an aromatic cocktail that pairs well with a variety of Indian dishes.
Botanical G&T Twists: Standard gin-and-tonic combinations are given a sub continental spin with ingredients like kaffir lime leaves, jiggery syrup, or fresh pomegranate arils.
Seasonal Infusions: Many craft gin distilleries and mycologists collaborate on limited-edition batches featuring seasonal fruit infusions like mango or lychee—catering to India’s tropical climate and taste for sweet, bold flavors.
For bars, these new gin-based cocktails offer higher profit margins, as customers are willing to pay a premium for bespoke, locally inspired drinks. On the consumer side, the novelty factor, coupled with a desire to explore homegrown brands, has made gin cocktails a must-try for the urban elite.
Challenges and Opportunities Ahead
Despite the momentum, craft gin in India remains a niche category compared to the colossal whiskey market. High excise duties, varying state regulations and a need for greater consumer education continue to limit rapid expansion. Many smaller distilleries face hurdles in distribution and marketing, especially in states with tightly controlled alcohol sales.
However, the opportunity is clear. As disposable incomes rise and tastes evolve, Indian drinkers are showing an increased willingness to experiment. Premium experiences—think cocktail clubs, tasting events, and distillery tours—are growing in popularity, and gin producers are well-positioned to capitalize on this thirst for new flavors. Global brands have also taken note, with some launching Indian-centric variants or collaborating with local producers.
Looking to the Future
While whiskey is unlikely to lose its top spot in the foreseeable future, the surge in craft gin exemplifies an emerging shift in India’s drinking culture. Urban consumers’ increasing taste for artisanal, locally sourced beverages mirrors broader trends in the global spirits market. Gins brimming with native spices and botanicals are capturing hearts—and palates—across the country, a testament to India’s readiness to embrace its rich culinary heritage in liquid form. As more bars roll out curated gin menus and more homegrown labels hit the shelves, India’s spirits landscape looks set to grow beyond its whiskey-dominant roots, carving out a distinct identity for craft gin on the world stage.