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In India, all commercial beverages saw a growth in 2015 and are likely to continue in 2016. Across the alcoholic beverage industry, consumption reported a robust growth at an overall growth of 11%, with 6% increase in beer market. Though the early monsoons and unusual cyclones affected the small players, big players were unaffected due to strong distribution channel throughout the country. Greater inclination towards social drinking as well as increase in the economic independence of the younger generation due to increased employment, rise in acceptability of drinking and hunt for sensory flavor supported the competitive and dynamic beer market.