Agenda

Expectations and narratives in the Indian alcobev industry have changed considerably in the past few years. The product of course remains key in terms of the liquid integrity, it’s provenance and the branding and packaging, but alongside, the softer aspects of storytelling, narrative and experience are also becoming more important. Liquids nowadays are being transformed via the increased use of Indian ingredients to help increasingly bring Indian ingredients to the fore, whether it’s rum made from jaggery (Huli, Maka Zai, Amrut) to Gin brands that use botanicals from Uttarakhand (Kumaon & I) or base their narrative around rain water harvesting (Cherrapunji) to vodka brands that are flavoured with Saffron and Green Mango and Chilli (Smoke Lab).

The nature of brand engagement with bartenders is also changing rapidly. Advocacy is evolving from classroom style sessions to more immersive engagement with bartenders, from heritage walks (Bushmill’s) to foraging trips (Hapusa, The Botanist). On the retail front, liquor stores where the law permits, are adding on tasting rooms. Progressive liquor stores are also investing in softer aspects such as gift wrapping and florist services as well as investment in staff training. And finally, brand homes are coming of age as a number of brands are set to open their brand homes in 2025, from Piccadilly at Indri in Haryana to Himmaleh in Uttarakhand to TGCC in Bangalore and Goa. Early movers in this space have been Paul John with PJVC and Sula Vineyards. Brands are banking on fans of their brands to make these into destination trips.

Topics:

• Liquid Innovation / Inspiration - How are craft spirits and beer brands in India seeking inspiration from Indian terroir for product development and innovation.
• Bartender Advocacy - The nature of brand engagement with bartenders is also changing rapidly. Advocacy is evolving from classroom style sessions to more immersive engagement with bartenders, from heritage walks (Bushmill’s) to foraging trips (Hapusa, The Botanist).
• Retail - Liquor stores where the law permits, are adding on tasting rooms. Progressive liquor stores are also investing in softer aspects such as gift wrapping and florist services as well as investment in staff training.
• Brand Home - Brand Homes and how wine and spirits brands have created and creating experiences at their manufacturing sites, that they are encouraging consumers and the trade to visit, and engage with.
• Drinkable Culture - How Alcobev brands are evolving into cultural curators to build liquid experiences- Diageo Walker & Co Campaign, Glenmorangie Infinita, Singleton X Nicobar, Arthaus by ABD, Patron El ALTO with Karan Aujla's exclusive music video integrations
• The Experience-First Bars - Bars are increasingly moving from product-first to experience-first. It’s not just what’s in the glass — it’s how it's served, what it evokes, and how it makes people feel. From theatrical garnishes to custom glassware, from theme-based menus to immersive events, modern bars are turning cocktails into storytelling strategies.

Conference schedule