Living Liquidz and Cartel Bros saw domestic premium liquor demand rise as international travel declined; imported spirits market expected to maintain strong growth through 2029
Premium and luxury liquor sales in India received a significant boost during periods of global travel disruption, as reduced international travel diverted consumer spending from airport duty-free stores to domestic retail outlets, according to industry executives.
Mokksh Sani, founder of liquor retail chain Living Liquidz and co-founder of alcobev importer and distributor Cartel Bros, said the trend resembled the consumption shift witnessed during the COVID-19 pandemic.
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“What we’re seeing is similar to what happened during the pandemic. People who travel three-four times a year internationally usually pick up a lot of bottles. When international travel drops, the consumption in domestic travel increases,” Sani said.
Domestic premium liquor sales rise as duty-free purchases slow
Living Liquidz operates a network of liquor stores across high streets, shopping malls and airports, while Cartel Bros distributes premium brands including The Glenwalk and The GlenJourneys through retail partnerships at several international airports.
The company recently expanded The GlenJourneys, co-founded by actor Ajay Devgn, into the Delhi-NCR market, which has emerged as one of India’s fastest-growing premium whisky regions. Company executives said the expansion was supported by a retail footprint of more than 400 outlets.
India’s imported and premium spirits market remains highly competitive
The premium spirits category is becoming increasingly competitive, with additional momentum expected from the recently signed India-UK Free Trade Agreement (FTA).
According to an IWSR report, India’s imported and premium spirits market has been driven by premiumisation, a growing consumer base and rising aspirational demand. The report stated that imported spirits volumes recorded a 16% CAGR between 2019 and 2024.
IWSR also highlighted the continued dominance of Scotch whisky in the imported spirits segment and projected that imported spirits volumes in India would grow at a CAGR of nearly 8% through 2029.
Liquor remains the largest contributor to airport duty-free sales
Travel retail continues to be a crucial channel for the alcohol industry. A recent JM Financial report noted that liquor accounted for 58% of total travel retail and duty-free sales at Mumbai International Airport last year, making it the single-largest category in India’s airport duty-free business.
Another IWSR Drinks Market Analysis report showed that India’s duty-free and travel retail alcohol volumes grew by 13% last year, significantly outpacing the 6% growth recorded by domestic beverage alcohol retail stores.
Indian travellers expected to drive future travel retail growth
IWSR said India’s travel retail market is positioned for long-term expansion, supported by rapid growth in air passenger traffic and rising beverage alcohol consumption.
“With Indian passenger numbers expected to grow by over 50% through the next five years and beverage alcohol volumes rising rapidly, it is clear that Indian travellers will be vital to the future success of global travel retail,” the report stated.
The latest industry data suggests that while duty-free retail remains an important growth engine for global spirits companies, temporary declines in international travel can create a meaningful short-term demand shift toward India’s domestic premium liquor retail market, benefiting organised retailers such as Living Liquidz and premium distributors such as Cartel Bros
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