**Globus Spirits Expands Craft Portfolio Amid Rising Demand for Premium Liquor**
**Meta Description:** Globus Spirits is diversifying its offerings with new craft spirits, targeting growth in premium liquor as consumer preferences shift.
**URL Slug:** globus-spirits-craft-portfolio-expansion
**Globus Spirits Expands Craft Portfolio Amid Rising Demand for Premium Liquor**
Globus Spirits Ltd, renowned for its Terai gin and Doaab single malt whisky, is set to broaden its product range by venturing into new categories such as beer and additional single malt variants. This strategic move aims to diversify the company’s offerings in response to the growing demand for premium spirits. Shekhar Swarup, the joint managing director of Globus Spirits, emphasized the potential of the luxury Indian spirits market, which is expected to flourish over the next 7-10 years, despite its current size.
The company’s craft spirits division has emerged as its fastest-growing segment, reflecting a shift in consumer preferences towards higher-quality products. Last September, Globus launched its single malt whisky, Doaab, and is now targeting sales of approximately 20,000-25,000 cases for the current fiscal year. The firm, which began as a sugar mill in the 1950s, transitioned to grain-neutral alcohol production in the 1990s and has since expanded into Indian-made foreign liquor (IMFL) and ethanol.
Currently, about half of Globus Spirits’ revenue is derived from grain-neutral products sold to other companies in the spirits and petroleum sectors, while the remainder comes from its consumer alcohol division, which includes entry-level, premium, and luxury offerings. The demand for premium spirits, particularly those priced above ₹2,000 per 750 ml, has surged in major Indian cities, indicating a broader trend towards quality over quantity in consumer drinking habits.
Industry experts note that this shift is partly due to the rising costs of dining out and changing preferences among younger consumers, who are opting for premium options while drinking less overall. In FY24, Globus’ luxury and higher-end brands experienced a remarkable 150% year-on-year growth. The company plans to introduce more flavors and variants for its Terai gin, which already includes two premium options, as premium and luxury brands contribute significantly to its consumer business revenues.
In conclusion, as Globus Spirits continues to innovate and expand its craft portfolio, it is well-positioned to capture the growing market for premium spirits in India, aligning with evolving consumer tastes and preferences.
**FAQ**
**What is Globus Spirits’ strategy for growth?**
Globus Spirits is focusing on expanding its craft spirits portfolio, including new categories like beer and additional single malt variants, to meet the rising demand for premium liquor.
