Education as a marketing vehicle for wine & spirits in India!

Wine & Spirit Awareness in India – The Missing Link

The wine & spirit repertoire in India is astonishingly limited given our population and the prospective market size. Some blame it on regressive liquor policies, some on advertising restrictions, and so on. One such factor that impedes growth is lack of awareness about the drinks category amongst both consumers and professionals — and this is one hurdle that not many brands cross.

Brands have tried to enter India in lure of the demographic dividend only to be disappointed with low offtakes and have gone back. Some have tried multiple times too. While navigating policies is difficult, most manage to find space on shelves but ultimately remain unsold. The reason is simple: no push from the salesman and no pull from the customer due to lack of knowledge.

It often ends with stocks being liquidated through heavy schemes and BOGO offers, after which the business loses momentum. Liquor behemoths like Diageo and Bacardi are ahead of the curve in awareness building through surrogacy and below-the-line initiatives including education. Upcoming brands, however, need to budget for awareness rather than rely on discounting.

Influencing Thought Leaders

Thought leaders here refer to people at the point of sale — retail or restaurants — who influence listing decisions and drive consumer recommendations. Engaging them effectively is key to building awareness and top-of-mind recall.

Masterclasses

Brands should conduct category masterclasses while integrating their own story. The aim is to build confidence in customer-facing associates through knowledge, enabling them to pass it on to consumers. Incentives can help, but long-term loyalty comes from experience and belief in the brand.

Site Visits

The more front-liners know about a brand, the stronger their conviction. Facility visits and immersive experiences help build trust and make them brand ambassadors. Engaging hospitality students early also helps shape future influencers.

Competitions & Community Building

Brand-led competitions for bartenders and sommeliers create visibility and peer learning. However, this should not be treated as a standalone brand exercise — the focus must remain on community building. This community becomes long-term brand equity.

Break Ice with the Consumer

The customers are the key. Some are irrational in their buying behaviours, some want to play it safe with known brands and are loyal, some love the freebies, some fall for the packaging, and many other factors influence decisions. At the heart of it all is the consumer. For any new brand or category, it is important to break the ice and bring the liquid to the lips at least once.

Curated Experiences

Create experiences that match your brand ethos. A sundowner on a yacht or a dessert and nightcap evening can make it easier and more aspirational for your consumer to associate with your brand. Involve your partners in both off and on-premise activations to create a sense of ownership.

Sampling Opportunities

Sampling is the holy grail of wine and spirit marketing and ultimately sales. Grab every sampling opportunity or create ones that allow you to directly interact with consumers. Cocktail promotions, DIY evenings, and drink masterclasses are essential in the early phase of the product lifecycle.

Collaboration

Collaborate with brands that share a similar consumer profile and engage through symbiotic relationships online and offline. Influencer associations are often driven by follower count rather than relevance. While that may work for FMCG products, premium drinks require thought leaders who are trusted and consulted. Remember, you are a lifestyle product and people choose to engage with you.

Last Words

When planning a brand, especially imports, it is ideal to have a 5-year horizon to gain organic traction. Most brands tend to fade after a couple of consignments if not nurtured correctly.