Growth in imported whisky sales slowed for a second consecutive year in 2025 across Scotch, Irish, Japanese and American categories, reflecting a broader moderation in discretionary spending after the premium spirits boom that followed the pandemic, according to data from alcohol market researcher IWSR.
Scotch, the largest imported whisky segment, for example, grew 5% in 2025, down from 6% a year earlier and well below its 17.4% compound annual growth rate (CAGR) between 2020 and 2025.
Also Read: Assam brings in MGR for liquor licences; prices likely to rise from July 1
The deceleration was sharper in Irish whiskey, with growth slowing to 21% in 2025 from a segment-leading 58% surge in 2024.
“The moderation in growth rates is best seen as a normalisation following the exceptional post-pandemic period, when premium spirits categories experienced rapid expansion,” said Amitabh Pande, chief strategy officer, India, at Diageo.
“We are now returning to more sustainable, long-term growth rates across categories,” he added.
Also Read: Beer sales rise 10% in Delhi this May as popular brands regain shelf space
Several Factors at Play
While parts of middle-class India have been facing pressure on discretionary spending over the past few years, Pande stressed the underlying premiumisation trend remains intact. “Consumer interest in premium spirits continues to be strong,” he said.
Diageo, the country’s largest distiller, sells Scotch such as Johnnie Walker and Black Dog. While blended Scotch continued to gain share in standard and super-premium price bands in 2025, growth moderated as the category lapped several years of exceptional expansion driven by consumers trading up.
Japanese whisky volume sales grew 7% in 2025, down from 17% in 2024.
The category nevertheless posted a 47% CAGR during 2020-25, reflecting strong consumer appetite for premium imports. Irish whiskey’s CAGR during the same period was 65%.
American whiskey showed the weakest performance, returning to growth of just 1% in 2025 after declining 8% a year earlier.
Industry officials attributed the moderation to a host of factors, including supply constraints, particularly for bulk Scotch, tougher comparisons with previous years, a weakening rupee and pressure on discretionary spending. Some also cited the increasing popularity of homegrown alternatives.
“The real story behind the slower growth numbers is that India’s whisky drinkers are becoming more sophisticated,” said Sarah Campbell, global head of research at IWSR.