US, China drink less, India begins pouring more
India's alcohol consumption grew by 10% in the first half of 2026, bucking the global trend of declining demand seen in major markets like the US and China. Growth was observed across all categories, with non-alcoholic beer showing the most significant surge.
Why it matters
This shift highlights India's growing importance as a major consumer market for the global beverage industry amidst a broader international slowdown.
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.
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