Spiritz Beer Survey 2025: Light Brews, Craft Choices, & Affordable Pricing

Beer continues to be the quintessential summer drink, driven by its affordability and refreshing appeal, as highlighted in the Spiritz Beer Survey 2025. Conducted online across 5,000 participants, the survey reveals that beer dominates consumer preference, with 64 percent choosing it as their go-to drink. White spirits follow at 14 percent, cocktails at 13 percent, and only 9 percent opt for wine.

However, beer is no longer merely a thirst quencher or a seasonal indulgence; its appeal has expanded beyond summer refreshment. The survey explores various aspects such as drinking habits, pricing preferences, legal drinking age opinions, and favoured beer types. The findings indicate that beer consumption is both a social and personal experience, with an increasing preference for freshly brewed and light beers. Affordability remains a crucial factor, alongside a growing demand for lowering the legal drinking age.

Evolving Tastes

Consumer preferences are shifting, with a growing inclination toward light and lowerABV beers over stronger variants. According to the beer survey, 67 percent of respondents prefer light beer, mirroring global trends where drinkers opt for easy-drinking options suited for longer sessions.

The demand for freshly brewed beer is also on the rise, with 47 percent of consumers favouring craft beer and microbreweries. While packaged beer remains significant, preferences are diversifying—28 percent prefer bottled beer, while 25 percent opt for canned beer. 

This shift reflects changing drinking habits across Indian cities, as consumers explore milder, more flavourful, and session-friendly beer options. As the industry evolves, brands are innovating to attract new consumers and build loyalty through variety and experience-driven offerings. The rise of microbreweries and the craft beer culture across major cities signals a promising future for freshly brewed beer, which now enjoys the highest consumer preference. Today’s beer lovers seek quality, diversity, and unique flavours, making it essential for brands to go beyond conventional lagers and strong beers.

Where & When India Drinks

The survey offers valuable insights into beer consumption habits in India. Preferences for drinking locations are evenly split—35 percent of respondents prefer bars, while an equal 35 percent enjoy beer at home. This is, however, closely followed by 30 percent in favour of social gatherings, highlighting beer’s role as a shared experience.

When it comes to drinking frequency, 56 percent of respondents do not follow a fixed pattern. However, 35 percent prefer weekend drinking, reinforcing beer’s status as a leisure beverage, while only 9 percent limit their consumption to once a month.

Price Matters

The Indian beer market faces challenges related to taxation, accessibility, and pricing, all of which significantly influence consumer choices.

High taxation on beer, compared to spirits, has historically hindered its growth, despite beer being a lower-alcohol alternative.

Survey findings highlight the importance of affordability, with 43 percent of consumers preferring beer priced between ₹100 and ₹150, around 36 percent willing to spend between ₹151 and ₹200, and 21 percent opting for premiumpriced beer above ₹200. While there is scope for premiumisation, the majority of beer drinkers remain price-sensitive, making affordability a key factor in market dynamics.

One Nation, Many Laws

The legal drinking age remains one of the most contentious aspects of alcohol regulation in India. While some states permit alcohol consumption at 18 or 21 years, others enforce a higher minimum age of 25.

The survey reveals strong support for policy reform, with 60 percent of respondents advocating for 18 as the legal drinking age. They argue that if individuals can vote and serve in the military at 18, they should also be trusted to make responsible drinking choices. Meanwhile, 33 percent support 21 years, which aligns with the global average, while only 7 percent believe 25 years is appropriate.

This disparity highlights the need for more progressive and uniform regulations across states, allowing the beer industry to operate under clearer legal conditions. After all, isn’t it ironic that a 21-year-old cannot legally drink beer in many parts of India but can do so freely when travelling abroad? If consumption is responsible, where lies the harm?

Key Insights

• 64 percent of Indians choose beer as their top drink.
• 67 percent prefer light beer.
• Nearly half of Indian beer lovers now prefer fresh brews.
• Majority of beer drinkers opt for ₹100-₹150 range.
• 60 percent of consumers push for 18 years as the standard.
• 56 percent do not follow a fixed drinking pattern.

Economic Impact

The economic impact of the beer sector is also significant. According to an Oxford Economics study on the global beer industry in 2023, the sector contributed $878 billion to global GDP, supported 33 million jobs, and generated $376 billion in tax revenues.

In India, the beer industry accounted for $10.6 billion in GDP (0.3 percent of the national total), supported 1.31 million jobs (0.3 percent of total employment), and contributed $5.9 billion in tax revenues (1.8 percent of government revenue). These figures highlight the industry’s crucial role in employment and government revenues, reinforcing the need for policies that foster its sustainable growth.

The Spiritz Beer Survey 2025 provides valuable insights into evolving beer consumption trends, offering guidance for breweries, distributors, and marketers to align their strategies with consumer preferences. It also underscores the importance of fair and balanced regulations to ensure the beer industry receives the recognition it deserves in India’s economic landscape.