In this episode, we break down the alcohol industry in India — from market size and categories to pricing, premiumization, and consumer trends. You’ll learn how volume and value growth differ, why premiumization is driving higher margins, and what challenges the industry faces with high taxes, strict regulations, and advertising bans. We also explore key mental models to understand what makes a company successful in this space, including cost control, distribution, exports, and focus on high-value products. And finally, we cover six of the best businesses in this sector to give you a complete picture of where the future opportunities lie.