Whalesbook
Flavor Innovation Fuels Growth
The traditional image of Indian alcohol advertising, once focused on masculinity and premium status, is changing fast. Companies are now using flavors, experimentation, and influencer marketing to attract younger drinkers. United Spirits reported "record monthly volumes" fueled by innovations like Minty Jamun, tying success directly to its flavor-led strategy. Radico Khaitan also sees strong growth from its "Flavors of India" line, with variants like Jamun, Mango, and Thandaai making major contributions. Radico plans to roll out these India-inspired flavors nationwide, betting on local tastes and nostalgia. This shift away from Western-style drinks taps into familiar flavors found in Indian snacks and desserts.
Lifestyle and Experience Over Spirit
Alcohol brands are also positioning themselves as lifestyle and entertainment providers, not just drink makers. United Spirits highlighted its Gen Z engagement through collaborations with music festivals like Lollapalooza, gaming influencers, and broader campaigns. This strategy appeals to drinkers who explore various categories and occasions, rather than sticking to one spirit. Sula Vineyards is boosting this trend by expanding its wine tourism, festivals, and hospitality offerings. After its wine tourism business exceeded ₹100 crore in FY26, Sula is increasing capacity for SulaFest to cater to "music and wine lovers." This reflects a wider industry view: for many young Indians, drinking is now about shared social experiences and cultural connection.