Map: Indian States by Favorite Alcohol Brand (2025)

India’s connection with alcohol is as varied and vibrant as its cultural landscape. While certain states impose strict prohibition, others embrace distinctive local brews alongside international brands. Our examination of the most favored alcohol brands by state uncovers intriguing patterns — from the supremacy of whisky to the loyalty towards traditional rum.

Whisky Takes the Lead

In many regions of North and Central India, whisky is the preferred choice. Brands such as Royal Stag and McDowell’s No.1 dominate the market in states like Punjab, Rajasthan, Madhya Pradesh, and Uttar Pradesh. The strong market presence of Royal Stag can be attributed to its reasonable pricing and widespread appeal, while McDowell’s No.1 has successfully penetrated both urban and rural demographics with its diverse offerings.

The Rum Powerhouses

In hilly regions like Himachal Pradesh, Uttarakhand, and even remote areas like Ladakh, there is a notable inclination towards Old Monk, the renowned Indian dark rum. This brand enjoys a devoted following, particularly among older individuals and military personnel, ensuring its continued prominence despite evolving trends in other areas.

Southern States and Their Affection for Brandy

In the southern part of India, particularly in Kerala and Tamil Nadu, brandy maintains its unparalleled popularity. Mansion House Brandy in Kerala and McDowell’s No.1 Brandy in Tamil Nadu, bolstered by state-operated TASMAC outlets, illustrate how local regulations influence consumer preferences.

Beer Hotspots

Coastal regions such as Goa and Karnataka are recognized for their vibrant beer culture. Kingfisher is the leading brand in this area, benefiting from the region’s tourism-friendly atmosphere and the beverage’s popularity during social events.

Prohibition and Smuggled brands

In states like Gujarat and Bihar, where prohibition is enforced, brands like Royal Stag and Officer’s Choice are reported to thrive in underground markets. Likewise, Mizoram and Nagaland, which have partial or recent prohibitions, still exhibit a strong preference for McDowell’s No.1.

Local Alcohol Brands

Goa combines Kingfisher with its beloved Feni, showcasing its open drinking culture.

Ladakh is notable for its local Chang-based beverages alongside Old Monk.

Union territories such as Puducherry and Daman & Diu provide a broader selection of brands due to progressive licensing and tax regulations.

Final Sip

In summary, Royal Stag stands out as the leading brand across the nation, with a presence in almost every region. At the same time, McDowell’s No.1 and Old Monk continue to hold their positions, demonstrating that regional tastes are profoundly influenced by history, availability, and state regulations.

From whisky enthusiasts to rum aficionados, each Indian state narrates a distinct tale through its preferred beverage. Cheers to that!

Sources

• McDowell’s No. 1 — “largest umbrella spirits brand globally”
• Royal Stag — “consistently top‑3 whisky in India, 16 million cases sold in 2014”
• Old Monk — “one of India’s best‑selling IMFL rums”
• Kingfisher — “controls about half of India's beer market”
• Rum/brandy sales in Kerala — “rum and brandy together account for 94% of KSBC sales”
• Beer in Karnataka & Goa — “lower tax rate… strong beer market due to tourism”