Imported whisky growth slows in India as premium spirits boom cools – IWSR
Imported whisky growth in India eased across major categories in 2025 as post-pandemic premiumisation normalises and consumer spending shifts toward sustainability.
INDIA – Growth in imported whisky sales in India slowed for a second consecutive year in 2025 across Scotch, Irish, Japanese and American categories, according to data from alcohol market researcher IWSR, reflecting a broader moderation in discretionary spending after the post-pandemic premium spirits boom.
Scotch whisky, the largest imported segment, grew 5% in 2025, down from 6% in 2024 and significantly below its 17.4% compound annual growth rate between 2020 and 2025.
Irish whiskey recorded an even sharper slowdown, with growth easing to 21% in 2025 compared with a 58% surge in 2024.
“The moderation in growth rates is best seen as a normalisation following the exceptional post-pandemic period, when premium spirits categories experienced rapid expansion,” said Amitabh Pande, chief strategy officer, India, at Diageo.
“We are now returning to more sustainable, long-term growth rates across categories,” he added.
Pande noted that while parts of India’s middle class have faced pressure on discretionary spending, consumer interest in premium spirits remains resilient. “Consumer interest in premium spirits continues to be strong,” he said.
Diageo, which sells Scotch brands including Johnnie Walker and Black Dog, saw blended Scotch continue to gain share in standard and super-premium price bands in 2025.
However, overall category growth slowed as the market lapped several years of rapid expansion driven by premiumisation.
Japanese whisky volumes rose 7% in 2025, easing from 17% growth in 2024, though the category still posted a strong 47% compound annual growth rate between 2020 and 2025. Irish whiskey recorded a 65% CAGR over the same period.
American whiskey underperformed, returning to marginal growth of 1% in 2025 after a decline of 8% the previous year.
Industry analysts attributed the slowdown to supply constraints, particularly in bulk Scotch, tougher comparative bases, a weaker rupee, and softer discretionary demand. The growing popularity of domestic spirits also contributed to the shift.
“The real story behind the slower growth numbers is that India’s whisky drinkers are becoming more sophisticated,” said Sarah Campbell, global head of research at IWSR.
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