Brandy Gets a Stylish New Identity in India..

India’s liquor industry is now planning a major transformation for brandy, aiming to reposition it from a traditional “cold remedy” image into a premium and stylish alcoholic beverage. Although brandy is the second most consumed spirit in India after whisky, it has never enjoyed the same glamorous identity. Liquor companies are now focusing on premium packaging, smoother blends, cocktail culture, and youth-oriented branding strategies to make brandy more appealing among younger consumers. Industry experts believe South India’s strong emotional and cultural connection with brandy gives it huge growth potential in the coming years.

Currently, nearly 98% of India’s total brandy sales come from southern states including Andhra Pradesh, Telangana, Tamil Nadu, Karnataka, Kerala, and Puducherry. Tamil Nadu alone contributes more than half of the country’s brandy market. Reports suggest India sells nearly 88.5 million cases of brandy annually, crossing over 100 crore bottles in 750ml terms. Inspired by changing consumer lifestyles and growing demand for premium alcohol categories like tequila and gin, liquor companies are now trying to give brandy a modern, aspirational identity across the Indian market.