CHENNAI: With more and more Indians taking to drinking, India has emerged as the fastest growing alcohol market in the world with whiskey being the most preferred alcoholic beverage, comprising 80 per cent of the 6,700 million litres of liquor sold through authorised liquor shops annually, according to a industry specific analysis of the Associated Chambers of Commerce and Industry of India (ASSOCHAM).“Awareness about health benefits associated with moderate drinking” is attributed to the upsurge as “Indians are adopting a healthy lifestyle,” said the study, ‘Latest Trends in Domestic Liquor Market,’ revealing that Indians have, of late, developed a fondness for imported liquor as various foreign brands are crowding the market.Sizeable middle class population with rising spending power and a sound economy, urbanisation together with ever-changing social norms, increased alcohol availability, high intensity marketing and relaxation of overseas trade rules have all contributed to increased alcohol consumption in the country, the study found.Boys and girls were drinking at a young age due to high disposable incomes, lack of parental supervision, changing society norms and peer pressure, the study said“Almost 45 per cent of 12th graders in metropolitan cities in India excessively consume alcohol and teenage drinking has risen by a whopping 100 per cent during the course of last 10 years,” it added.Stating that beer made from malt was popular among the youth and its consumption was expected to reach 2.4 billion litres by 2012,the report said, “Owing to India’s affinity for hard liquor, Indian whiskey market which currently stands around `40,500 crore is expected to cross `54,000 crore mark within next two years.” The market comprising beer, wine and spirits would cross the `1.4 lakh crore mark, selling 19,000 million litres, in 2015 from the current `50,700 crore market, it said.While India produces almost 70 per cent of alcohol and account for 10 per cent of the imports in south-east Asia, counterfeit bottles form 15 to 20 per cent of the total outtake, causing enormous tax loss to the State governments and brand reputation for the manufacturers, the report said.Among the states, Kerala and Punjab lead in liquor consumption — 16 per cent and 14 per cent respectively — while Andhra Pradesh, Haryana, Himachal Pradesh, Karnataka, Rajasthan, Tamil Nadu and West Bengal account for 40 per cent and Union Territories of Chandigarh and Puducherry together almost six per cent, the report added.
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