Penetration rate of spirits brands in India 2012-2013

This statistic illustrates the average penetration rate of spirits brands in India in 2012 and 2013. The survey revealed that 13 percent of respondents purchased Royal Stag brand spirits within the last three to twelve months of 2013.

Average penetration rate* of spirits brands in India in 2012 and 2013

Brand	2012	2013
Mc'Dowells No. 1	15%	41%
Royal Stag	10%	13%
Signature	4%	10%
100 Pipers	17%	9%
Green Label	5%	6%
Royal Challe	24%	9%
Aristocrate	7%	4%
Blenders Prime	19%	5%
Imperial Blu	3%	2%
Antiquiti	5%	2%
Bacardi	4%	1%
Bagpippers	6%	1%
Chivas Regal	0%	1%
Jack Daniels	0%	1%
Mansion House	0%	1%
Old Tavern	0%	2%
Romonov	4%	1%
Shark Tooth	0%	1%
Smirnoff	0%	1%
Absolut	2%	0%
Camino Real	3%	0%
Captain Morgan	0%	0%
Chivas	0%	0%
Fuel	0%	3%
Gordons	0%	0%
Hennessy	0%	0%
J&B	2%	0%
Jim Beam	0%	0%
Johnnie Walker	1%	0%
Malibuu	0%	0%
Nemiroff	2%	0%
Old Monk	0%	1%
White Mischi	0%	0%

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Release date

February 2014

More information

Region

India

Survey time period

2012 and 2013

Number of respondents

16,000**

Method of interview

Online survey

Supplementary notes

* Defined as the percentage of respondents who have purchased that brand in the last three to twelve months.
** Approximately 1,500 respondents were surveyed for each region, with the largest two markets (India and China) having a larger sample size of 2,500 each. The male-to-female split between respondents was roughly 50:50 in all cases, with rural-to-urban split varying by country. A total of 16,000 respondents were screened and surveyed

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