India emerged as the fastest-growing major beverage alcohol market in the first half of 2026, with consumption volumes increasing 10% year-on-year, even as the world’s two largest alcohol markets, the United States and China, recorded declines. According to estimates shared by drinks research firm IWSR, India was the only one among 21 major markets tracked to register growth across every beverage alcohol category and subcategory covered.
Beer was the biggest driver of India’s growth, with full-strength beer consumption rising 16% between January and June 2026. Ready-to-drink (RTD) alcoholic beverages, including premixed cocktails, recorded 12% growth. Indian whisky consumption increased 4%, while blended Scotch whisky volumes rose 8%. Vodka and gin each registered 6% growth, followed by rum and non-Cognac brandy at 3% apiece. Still wine consumption grew 2%, while fortified wine increased 7%.
The fastest-growing category was non-alcoholic beer, with consumption surging 25%, highlighting the expanding interest in alcohol-free alternatives alongside conventional alcoholic beverages. This performance contrasts with the broader global market, where total beverage alcohol volumes across the 21 countries declined 1% during the first half of the year. The markets collectively account for approximately 76% of global beverage alcohol consumption.
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Heineken Promotes Kaushik Subramanian as Head of Trade & Customer MarketingThe United States recorded a 4% decline in alcohol consumption, while China registered a 3% fall. Beer consumption dropped 4% in the US and 2% in China, compared with India’s 16% growth. Other markets showing positive momentum included Colombia, where consumption rose 9%, South Africa at 5%, Brazil at 3% and the UK at 2%.
IWSR President and Managing Director Marten Lodewijks said India’s latest performance reinforces its position as a significant growth market for the global beverage alcohol industry, attracting international brands seeking expansion opportunities.
Globally, growing moderation trends, the use of GLP-1 weight-loss drugs, inflation, tariffs and economic uncertainty are weighing on alcohol demand. China’s slowing economy has also affected consumption. Against this backdrop, India’s broad-based growth presents a significant opportunity for domestic and international beverage alcohol companies.
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