Daijiworld Media Network – New Delhi

New Delhi, Nov 20: India’s drinking landscape is undergoing a defining transformation, with premium spirits and high-end beers rapidly taking centre stage. What was once a market dominated by mass whisky and budget beer has evolved into a Rs 3.2 lakh crore industry (USD 39.30 billion) that is witnessing a clear, upward shift in consumer choices.

Across metros like Mumbai and Bengaluru, shelves that once displayed regular labels are now lined with sleeker, pricier bottles—signalling a nationwide upgrade in preference and purchasing power.

A recent JM Financial report (September 2025) reveals that the Prestige & Above (P&A) segment in Indian Made Foreign Liquor (IMFL) and the premium beer category are outpacing mainstream brands, growing in low double

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