New Delhi, May 4 -- Alcoholic beverage companies are rolling out new products across spirit categories as consumption shifts from category loyalty to repertoire-led drinking.

Nearly a dozen products are either already in market or being introduced through early 2026-27 across whisky, brandy, vodka, gin, rum and tequila, as companies respond to younger consumers, and especially those who are moving across categories on different drinking occasions.

That shift is now reshaping portfolio strategies among bigwigs such as Pernod Ricard India, and listed players such as Tilaknagar Industries, Radico Khaitan, Alcobrew Distilleries, Globus Spirits and Allied Blenders & Distillers.

The change is not competition between categories but growing fl...