

United Spirits’ premium brands soothe volume pain amid regulatory challenges
Subscribe to enjoy similar stories. For United Spirits Ltd, the next few quarters will be shaped by how well it navigates a structural reset in Maharashtra, one of its crucial markets, without sacrificing profitability. Higher excise duties and the rollout of Maharashtra-made liquor (MML) have altered consumption patterns in the state, weakening demand for Indian-made foreign liquor (IMFL).
A lack of exposure to MML has proved a problem for United Spirits. In the December quarter (Q3FY26), overall volumes fell about 3% year-on-year, weighed down by Maharashtra and a high base in Andhra Pradesh, where one-time retail pipeline fill had lifted volumes last year. The popular segment, which contributes roughly 9% of revenue, bore the brunt of the adjustment, with a 9% volume drop.
The stress was far more contained in the prestige & above segment, which contributed 89.4% of Q3 revenue. The segment’s volumes declined 2%, though it delivered around 8% value growth. Pricing and mix did most of the work, allowing standalone revenues to grow 7.3% year-on-year despite lower volumes.
This divergence reflects a longer-running shift in which United Spirits’ premium and luxury brands have continued to grow faster than the category, compensating for weakness at the lower end. Signature, Johnnie Walker, Godawan and Don Julio have led this trend. The mix shift has helped profitability.
Gross margin rose 219 basis points year-on-year to 46.9%, aided by higher realisations, product mix, and relatively stable input costs. Management expects margin to be broadly stable despite emerging bulk Scotch inflation, aided by continued premiumization and sustained brand investments. Notwithstanding near-term volume pressure, the company continued to
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