Premium alcohol brands have continued to grow and sell in the face of the global cost of living crisis, reveals a Euromonitor International expert.  Spiros Malandrakis, Head of Alcoholic Drinks at leading market research firm Euromonitor International, said that from champagne to ultra-premium English gin and from Tequila to prestige Dark Rum all the way to non-alcoholic spirits and aperitivo-embracing bitters, premiumization remains firmly in the spotlight.   “This is premiumisation against all the odds. Aspirational momentum is overcoming the cost of living crisis. In fact, iconic segments that are now intricately associated with aspirational consumption and increasingly higher end offerings are among the top sales performers,” said Spiros. 

The purchase of premium wines, spirits and non-alcoholic alternatives by consumers during the steepest inflationary spirals in modern history reflects the diverse range of consumer behaviours and motivations that exist within a population. For many consumers indulging in premium products is seen as a way to enjoy occasional luxuries or as a form of escapism. The consumption of premium wines and spirits can also be viewed as a status symbol or a reflection of personal taste and sophistication. Some consumers are willing to allocate a portion of their income to maintain their desired lifestyle, impress others and demonstrate their social standing or expertise in the field of wines and spirits. 
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Spiros said: “The inexorable march towards ever more premium offerings has been a key theme and driver for the alcohol industry for decades and there is no category that remains impervious to the trend’s relevance and long-term appeal. As one of the steepest inflationary spirals in modern history places extraordinary pressure on drinkers’ discretionary incomes, the premiumization mantra is being put to the test and the results are proof of how solidly embedded it has now become. Contrary to expectations and parallels to previous recessionary cycles, there are no significant signs of sustained or heavy trading down - at least not just yet!” 
​(Excerpt from a release)

Wild Drum, an Indian brand has launched hard-seltzers, a clear carbonated beverage infused with natural fruit flavorings. Wild Drum offers the refreshing beverage in four flavours: Peach, Pure, Mango, and Lemon-Mint.
Hard- Seltzer is a fresh, new category of beverage that is gaining skyrocketing popularity all around the world.  Wild Drum is a refreshing drink made with clear carbonated water, alcohol and is infused with natural fruit flavorings.
Launched in August 2021, this seltzer at  99 calories per serving is now available in Maharashtra, Goa and Madhya Pradesh. 
(Excerpt from a press release) 
It is priced between RS 150-200 and the alcoholic strength ranges from  4.75% to 8%. 

Bangalore, Karnataka, India
Salud Beverages, an Urban Lifestyle brand that was launched in Karnataka earlier this year, raised USD 1.1 million as of March 2021.
 
Salud Beverages, an Urban Lifestyle brand that was launched in Karnataka earlier this year, raised USD 1.1 million as of March 2021. The VC fund, comprising actors and HNIs includes serial entrepreneur and leading Indian actor Rana Daggubati, and former Managing Director of Microsoft India, Srinivas Koppolu, among others backed by Prasad Vanga’s Anthill Ventures.

The fund was primarily used to establish a formidable retail presence with flagship brand Salud G&T 2.0, a bottled gin and tonic cocktail, as well as to build a diverse product portfolio. This resulted in G&T 2.0 being available in over 500 retail outlets, with 250,000 bottles sold and a consumer base that is growing every passing day. 
After successfully launching the brand in Karnataka, bringing out the country's first RTD gin and tonic in a bottle, Salud followed it up by introducing Salud Merch and Salud Sessions. Salud Merch offers an exclusive range of fashion and lifestyle merchandise and accessories. Salud Sessions, the music label, collaborates with leading DJs from around the country creating compilation volumes of electronic beats, accompanied by music videos.

Sharing his views on Salud’s journey so far and about the market at large, Ajay Shetty, Founder-Director, Salud Beverages said, "We are a focussed brand striving to put India on the global map, alongside the best countries in the world, with some of the finest spirits including bottled cocktails, craft spirits, non-alcoholic beverages and more. And not to stop there, but continue to innovate with products and experiences that will lead to a loyal consumer base, on the way to our big-picture goal of becoming an aspirational global lifestyle brand."

Ready-to-drink (RTD) cocktails are fast becoming the drink of choice – from millennials to connoisseurs alike. Everybody is warming up to the idea of bottled cocktails, and it cuts across demographics, culture and lifestyle.

Salud G&T 2.0 is currently available in three refreshing flavours - Original, Cucumber and Lavender, all of which are distilled in Goa. These bottled cocktails are made of English Juniper, botanicals sourced from Europe, and the finest Indian tonic, giving consumers a premium quality experience with affordable pricing.

The Indian alcobev ecosystem has become increasingly dynamic in recent times. This is a result not only of many players entering the market but also the appetite of a consistently growing consumer base that has shown great interest in healthier, more responsible and more unique and modern drinking options. Reports indicate that the global size of RTD cocktails market is expected to clock USD 1775.1 million by 2028, and India is ripe with potential, ranking among the top 3 largest alcoholic beverage markets in the world. 

In the coming days, Salud will expand its footprint into other markets such as Goa and Orissa and additional domestic markets. It will also be adding new flavours to the G&T 2.0 range, as well as expanding with new offerings in both, the alcoholic and non-alcoholic beverage segments. It expects to triple its current sales by the end of FY 2021-22. Entering international markets in the Middle East and Europe is also a part of the long term strategic plan that should materialise by the end of the year.  
​(Excerpt from a release)