Alcohol consumption has risen sharply in recent years across much of India, and this upward trend is expected to continue, according to experts. Both subjective and objective product knowledge are vital, as has been repeatedly demonstrated in studies of consumer behaviour. As a result of consumer demand, a survey platform containing detailed analytical and subjective data on alcoholic beverages has been developed; so far, 122 respondents have filled out the accompanying online, self-administered questionnaire. In Delhi-NCR, 211 questionnaires were sent out to readers of magazines that sell accessories for alcoholic beverages. Google Form documents were used to conduct the survey online. Email distribution lists and social media platforms were used to disseminate the survey's web link address to potential respondents. According to the data, consumers have a good understanding of alcoholic beverages. Even though spirits are more popular among N.C.R. consumers, a growing demographic—women—are driving wine sales thanks to the beverage's relatively low alcohol content. The results show that familiarity with the product affects the weight given to different aspects of the product when evaluating the company, with the product's flavour and quality emerging as the most important factors. Proper education and training in beverages is required due to differences between more and less experienced consumers of alcoholic beverages. It has been found that different groups of alcoholic spirits consumers, differentiated by gender and stage of life, require different approaches to address the sensory and other behavioural elements of alcohol consumption. However, it must not be oversimplified, as this could have the opposite effect on food development strategies. The growth in consumer interest in alcoholic beverage products is linked to a number of factors, including the increased stigma associated with their use.

alcoholic beverages, consumer behaviour, product knowledge, subjective & objective knowledge.