India’s wine and spirits market shows a clear contrast between urban and rural demand. Urban areas favor premium, imported, and craft alcohol driven by lifestyle choices and rising disposable incomes, while rural regions prioritize affordable Indian-made foreign liquor (IMFL) and local spirits for occasion-based consumption. Wine & spirit distributors must adopt tailored strategies focusing on brand-building and digital tools in cities, and optimizing logistics and price-sensitive offerings in rural areas. Understanding these divergent consumer behaviors is key to capturing growth across India’s diverse alcohol landscape, especially as the industry continues to expand steadily toward 2030.