Hyderabad – The spirits market in Telangana is experiencing a dramatic shift, with whisky and rum dominating sales figures as of late 2025. Total stock purchases reached an impressive 660 crore, a clear indication of consumer appetite for premium beverages. This surge has significantly outpaced beer sales, marking a pivotal moment for the region’s liquor industry.
December 29th and 30th alone witnessed remarkable activity, with retailers reporting sales totaling Rs 315 crore and Rs 282 crore respectively, encompassing a wide range of spirits including whisky, brandy, rum, vodka, and gin breezers. The data underscores a strong preference for complex, layered flavors.
The shift is particularly pronounced when compared to the performance of beer. November saw a concerning 3.29 percent decline in sales, a trend that escalated throughout the year. From April to November 2025, a staggering 57 lakh cases of beer were sold – a figure that dwindled by 35 lakh cases compared to the previous year. Even the traditionally strong month of May saw a drastic reduction of 8 lakh cases, highlighting a broader trend of shifting preferences.
Contributing factors to this downturn include a significant price increase – rising from Rs 150 to Rs 180 for a 650 ml bottle of beer – which disproportionately impacted students and low-income consumers. Additionally, a severe cold wave across Hyderabad, a key market, likely reduced outdoor activity and dampened demand for chilled beverages. Industry analysts are closely monitoring these trends, anticipating a sustained focus on premium spirits across Telangana.
