Premium liquor companies are increasingly targeting India's festive and wedding-gifting market to drive sales of higher-priced spirits, introducing designer collaborations and limited-edition packaging to attract affluent consumers. According to reports from Moneycontrol, William Grant & Sons, which makes Glenfiddich whisky and Hendrick's gin, derives 15-20% of its India business from weddings and festive gifting. The company has partnered with fashion designer Rajesh Pratap to introduce special-edition gift packs, offering specially designed accessories including pocket squares and brooches with premium whisky variants.
The festive season has seen several manufacturers launching premium gifting options across different price segments. As reported by Moneycontrol, Moët Hennessy's Glenmorangie has introduced a limited-edition festive pack featuring its Original 12 Years Old single malt and two signature glasses, priced at ₹6,000 in Mumbai. Radico Khaitan has introduced a limited-edition colour pack for its 8PM whisky brand and consumer value-added packs for Rampur and Virasat Indian single malts, each featuring two glasses. Jammu-based DeVANS Modern Breweries has launched gifting packs for its GianChand Indian Single Malt Whisky and GinGaLaLaHu premium Indian craft dry gin.
The emphasis on gifting reflects broader changes in consumption patterns, particularly in metropolitan markets where demand for premium spirits and experimentation with new categories is relatively stronger. According to Moneycontrol, Radico Khaitan's chief marketing officer Kunal Madan noted that premium spirits continue to lead the way, with gifting and hosting driving much of the occasion-led consumption. The trend is encouraging both international and domestic manufacturers to expand their festive offerings, with imported Scotch brands competing alongside Indian single malts and other premium spirits for consumer spending.
The festive and wedding season presents additional opportunities as manufacturers seek to benefit from premiumisation trends. As reported by Moneycontrol, William Grant & Sons' managing director Kartik Mohindra indicated that lower prices in several markets following the India-UK free trade agreement, which came into force in July 2026, could support spending on imported Scotch whisky. This development is expected to enhance consumer accessibility to premium international spirits during the festive period.
