India is fast becoming one of the most promising markets for international spirits. Shifting trade relationships, rising incomes and more discerning consumers have opened doors that stayed firmly shut a decade ago. As a result, imported brands are moving quickly to claim their place.

Above all, premiumisation sits at the heart of this change. Indian drinkers are trading up and choosing quality over quantity. They also show real curiosity about provenance, craft and category. For example, single malts, aged rums, small-batch gins and agave spirits once sat on the margins. Now they are finding a steady audience, and imported spirits have posted strong volume growth in recent years.

In fact, the country's hospitality scene is driving much of that demand. New bars, hotels and restaurants are raising the standard of what's poured. At the same time, a confident cocktail culture introduces consumers to brands and styles they may never have tried before. For international producers, therefore, the on-trade has become both a showroom and a proving ground.

Moreover, trade policy is adding further momentum. Specifically, recent agreements are easing the path for foreign brands and improving pricing. In turn, building a lasting presence, rather than a token one, is now more realistic.

Taken together, these forces mean international spirits brands can no longer afford to watch India from a distance.