Global spirits volume edged up slightly in 2016, according to IWSR data. According to analysts, growth was driven by Tequila, gin and whiskey, which grew by over 5 percent, 3.7 percent and 1.7 percent respectively. Interestingly Indian whiskey was a standout category, driven by consumption in populous emerging markets. 4 of the top 10 best-selling spirits brands hail from the subcontinent driven primarily by the huge number of consumers and more open alcoholic beverage policies. The big players in the industry are taking notice as well and shifting large amounts of marketing dollars into regions that previously received almost no direct marketing what-so-ever.

Source: The Spirits Business, July 2017

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