03 November 2011
Approximately, one-third of all teenagers have their first alcoholic drink (more than a few sips) before entering college. Girls are starting to drink at younger ages than ever before.
India’s alcoholic beverage market
comprising beer, wine and spirits will reach over Rs 1.4 lakh crore in 2015 from its current size of about Rs 50,700 crore. In volume terms, alcohol consumption in India will cross 19,000 million litres by 2015 from the current level of 6,700 million litres.
India is one of the fastest growing alcoholmarkets in the world and the largest consumer of whiskey, which accounts for almost 80 % of the entire liquor market. The Indian whiskey market, which currently stands around Rs 40,500 crore, is expected to cross Rs 54,000 crore mark within next two years. With the number of youngsters and income levels on the rise, popularity of beer made from malt is increasing and is expected to reach 2.4 billion litres by 2012.
Kerala and Punjab are leading liquor-consuming states in India with Kerala alone accounting for 16 % and Punjab accounting for 14 % of all the liquor consumed in India. States lik