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IMRB International has carried out extensive studies to identify key characteristics of the Indian liquor market.

Indian liquor market is characterized by varying market structure across states:

  • Auction Market - E.g. Rajasthan
    1. Trade holds a disproportionately higher control over brand choice
    2. Monopolistic trade
    3. Lower availability and higher ECP
  • Free Market - E.g. Maharashtra
    1. Consumer is the king
    2. Larger brand choice
    3. Largely ATL driven, but only surrogate advertising is possible (mineral water, soda, music & CDs, game accessories like golf equipment, etc.)
  • Government wholesale or retail - E.g. Tamil Nadu or Andhra Pradesh
    1. Lesser choice to consumers
    2. Largely ATL led
    3. Protection to existing brands
    4. Company's selling price determined by Government
  • Government wholesale and retail - E.g. Kerala
    1. Higher control over brand choice
    2. Huge restrictions for entry of new brands
    3. Lower availability and higher ECP

Market Trends

  • Growth not uniform across segments -segments like wine and white spirits growing though limited for flavors like brandy and premium whisky
  • Presence and share of international players and brands on the rise

Category Conventions for marketing and communication

  • Consumption is important but cannot show bottle/product on TV communication
  • User imagery and lifestyle key drivers

Future Threats

  • World Trade Organization obligations
  • BIO and value Scotches
  • International players using acquisitions route to fuel inorganic growth

IMRB has carried out studies on almost all flavors comprising of:

  • Beer
  • Gin
  • Liqueurs
  • Rum
  • Premixed Drinks
  • Ready to Drink alcoholic beverages
  • Scotches
  • Brandy
  • Vodka (regular, prestige and premium)
  • Whisky (regular, prestige and premium)
  • Wines

Studies have been undertaken across the country covering the regions below:

  • North (Delhi, Ghaziabad, Chandigarh, Lucknow etc.)
  • South (Nellore, Bangalore, Chennai, Hyderabad etc.)
  • East (Calcutta, Patna Guwahati etc)
  • West (Pune, Mumbai, Ahmedabad, Baroda, Nagpur etc.)

Our Studies

Types of Studies Undertaken till date: Tactical & Strategic


  • Usage and Attitude
  • Segmentation
  • Brand Equity
  • Profiling of consumers


  • Product tests (monadic, sequential monadic & paired comparison)
  • Flavor profiling studies
  • Triggers for adoption and lapsing
  • Packaging studies


  • Ad pre testing
  • Post ad dipsticks
  • Evaluation of alternative creative routes
  • Brand and Ad Tracking studies

Brand Activation

  • Impact of specific activations – on premise & off premise
  • Impact of new media for generating awareness

Our Clients

  • United Spirits Ltd., (earlier McDowells, Shaw Wallace, etc.)
  • United Breweries
  • South African Breweries - SAB Miller
  • Bacardi Martini
  • Pernod Ricard (earlier Seagram)
  • Allied Domecq
  • Jagatjit Industries

Contact Us


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