Hyderabad: Walk into any bar or liquor store in Telangana and the shelves tell a clear story: This is whisky country. From budget blends to premium labels, the spirit dominates the state’s drinking culture like nowhere else, more so in South India. Now, with regulators weighing a possible price hike, whisky lovers here could be hit hardest — a prospect that has both consumers and industry watchers on edge.Latest market data for 2026 underscores the scale of this dominance. Whisky accounts for an astonishing 84.89% of Indian made foreign liquor (IMFL) sales in Telangana, cementing the state’s reputation as one of India’s strongest whisky markets.This is far ahead of Karnataka at 76.50% and Andhra Pradesh at 55%. Tamil Nadu and Kerala, by contrast, remain brandy-leaning markets. Breezers, on the other hand, hold a modest 3.32% share, reflecting steady demand among younger professionals in Hyderabad’s IT and services sector.“Telangana is unique. Whisky isn’t just a drink here, it’s a habit woven into social life,” said a Hyderabad-based market analyst. “Any upward revision in prices will ripple across households, retail shelves, and hospitality businesses more sharply than in other states,” he observed.The numbers also reveal a growing appetite for mid-priced and premium whisky brands in the state. Nearly half of all sales (45.9%) came from bottles priced between Rs 170 and Rs 260. Another 22.69% were in the Rs 110 segment, while whiskies in the Rs 140-160 range accounted for 21.07%. Premium labels priced Rs 270-350 contributed 6.54%, and those above Rs 350 made up 3.8%.If prices rise, the impact will be felt most acutely by whisky drinkers — nearly nine out of 10 IMFL bottles sold in Telangana are whisky. For a state that has built its drinking identity around the spirit, the coming months could test both consumer loyalty and market resilience, an industry expert said.IMFL refers to hard liquor such as whisky, brandy, vodka, rum and gin, distinct from country liquor and traditional beverages like toddy, feni and arrack. Within this segment, whisky towers over all rivals.Brandy, once a staple in the South, has been pushed to the margins in Telangana, accounting for just 9.21% of IMFL sales. Vodka stands at 1.24%, wine at 0.88%, rum at 0.32%, gin at 0.09%, liqueur at 0.04% and tequila at a negligible 0.01%. Even within brandy, mid-range products dominate, with 63.99% of sales in the Rs 150-200 bracket.Beer consumption patterns are also shifting. Lager has overtaken strong beer as the preferred choice, with 55.97% of sales compared to 44.03% for strong beer.Analysts say this reflects changing urban tastes.“Younger drinkers are moving towards lighter options. It’s a sign of evolving lifestyles in cities like Hyderabad,” said another industry expert.The overall picture is clear: Telangana’s liquor market is overwhelmingly shaped by whisky, with consumers showing a steady preference for mid-range and premium products. At the same time, diversification is visible in beer and ready-to-drink categories, hinting at gradual shifts in consumption.
