US, China drink less, India begins pouring more

US, China drink less, India begins pouring more

BENGALURU: The world’s two biggest alcohol markets are drinking less, but India seems to be in the mood for another round. Alcohol consumption volumes in the country jumped 10% in the first half of 2026, the fastest growth among 21 major markets tracked by drinks research firm IWSR, according to estimates shared exclusively with TOI.India was also the only country among these markets where consumption increased across every category and subcategory tracked by IWSR. From beer and whisky to vodka, gin and wine, Indians consumed more of almost everything, even as the wider global drinks industry struggled with falling demand.Beer led the growth, with full-strength beer consumption rising 16% year-on-year during Jan-June. Ready-to-drink (RTD) alcoholic beverages, which include premixed cocktails and other packaged drinks, grew 12%, while Indian whisky, one of the country’s largest spirits categories, recorded 4% growth.

Growth of liquor consumption

Blended Scotch whisky volumes rose 8%, while vodka and gin grew 6% each. Rum and non-Cognac brandy recorded 3% growth apiece. Still wine consumption increased 2%, while fortified wine grew 7%. Interestingly, the fastest growth among the major subcategories for which IWSR shared India-specific figures came from beer without the booze. No-alcohol beer consumption surged 25%, outpacing every major alcoholic drink category in percentage terms. The numbers stand in sharp contrast to trends elsewhere. Across the 21 markets covered by IWSR, which account for 76% of global beverage alcohol consumption, total volumes fell 1% in the first half of 2026.The US, the world’s largest alcohol market alongside China, recorded a 4% decline in consumption, while China saw volumes fall 3%. Beer consumption declined 4% in the US and 2% in China, compared with India’s 16% growth.Remove the US and China from the calculations, however, and alcohol consumption across the remaining markets actually grew 1%.India topped the growth charts, followed by Colombia at 9%, South Africa at 5%, Brazil at 3% and the UK at 2%. Mexico and Thailand also reported growth, although IWSR did not specify the rates.“India continues to be one of the most important markets for the beverage alcohol industry worldwide. This latest data just reinforces this narrative. Global brands that want to expand internationally are increasingly looking to India as a key source of their growth plans,” said Marten Lodewijks, president and managing director of IWSR, told TOI. The contrast is visible across individual drinks too. While still wine consumption declined 4% across the 21 markets, it grew 2% in India. No-alcohol beer volumes increased 8% across these markets, compared with India’s 25% rise.IWSR said growing moderation trends and the use of GLP-1 weight-loss drugs were putting pressure on alcohol consumption globally. Inflation, tariffs and economic uncertainty have also weighed on US consumers, while China’s slowing economy and other structural challenges have affected demand.