SWOT Analysis for Indian Alcohol Industry:

Some recent trends in the industry are stated below:

1. Online sales: Due to the ongoing pandemic, most state governments have allowed the
online sale of alcoholic beverages to preserve social distance. Online sales were previously
constrained; thus, this newfound freedom may serve as a new source of demand in the
medium to long term.

2. Youth-friendly government initiatives: India annually creates 13 million adults of legal

drinking age, of which 3-5 million are users, indicating a sizable market for all alcoholic
beverages. The Delhi government began revising its excise policy in response to this trend.
The legal drinking age was changed in March from 25 to 21.

3. Cocktail premixes and Ready-to-drink (RTD) beverages: Due to pandemic restrictions,

cocktail premixes and RTD beverages are gaining popularity as a practical and portable
alternative. A few brands are now offering cocktail Premixes and RTDs, and a few more are
on the way. Due to this, there is a greater demand for and consumption of home cocktails.

As we advance, with ease in restrictions, outdoor sales will likely continue to pick up and
positively impact the market. Moreover, several other factors, such as an increase in
disposable income in the number of drinking-age people, will support the growth in the
market.
Interestingly, more Indians are willing to pay extra for a higher quality branded liquor than
did in the past; this trend is due to a rise in home consumption during the pandemic and
people becoming more accustomed to the premium taste. This trend is likely to increase the
demand for liquor. However, the need for alcoholic beverages in the near to medium term
would depend on virus containment and subsequent restrictions imposed in the country.