The liquor industry is seen as a sunrise industry because of its strong growth potential and growing societal acceptance. The size and diversity of India's alcohol market are among its most distinctive characteristics. Liquor includes a broad variety of alcoholic drinks, such as whiskey, rum, vodka, gin, beer, wine, and native mixtures that are specific to different geographical areas. There has been an optimistic growth in the industry accruing to rapid pace of urbanization, changing lifestyle and attitudes within the culture. The sales of alcoholic beverages (Alco-Bev) in the nation are likely to rise by 7 per cent CAGR in the next ten years.