How Liquor Stores In India Went Premium
Man's World|July 2022 issue
Across the country, buying liquor was a hush-hush affair. But in the recent years, a slew of premium liquor stores are changing that, one outlet at a time
Priyanko Sarkar
How Liquor Stores In India Went Premium

36-year-old advertising professional Gaurav Gupta remembers the first time he went to buy liquor in Mumbai a few years back. The owner, an old man, was sitting and watching to make sure that riffraff didn't hang about his store while a couple of young guys were busy mouthing off prices of cheap Indian rum and whiskies that most people had come to the store for. I distinctly remember the owner's eye-popping when I asked to buy a bottle of my favorite Jameson Whiskey, he recalls.

Today, Gupta simply hops over to Mansionz by Living Liquidz to pick up his Jameson, an experience he says is as simple as picking essentials from any other store. Indeed, from metro cities like Mumbai to satellite towns such as Gurgaon, Bengaluru, and Tier 2 cities like Pune and Ludhiana to name a few, the change in alcohol buying through the experience of premium stores has been on a steady rise over the past half-decade.

Now, super premium stores, ones that boast of technology-assisted services, self-service areas to browse through the entire collection of spirits, bar room, and tasting facilities, and more are challenging the very concept of buying liquor. Indeed, these experiential stores offer a much better buying experience than even airport liquor stores.

Most premium liquor store owners say that ironically, it was Covid-19 that helped propel the change from corner shops to premium stores as state governments realized the benefit of having people buy alcohol whilst maintaining social distancing and increasing revenue for the state exchequer. The demand for alcohol went up during lockdown, and the benefit of a large retail store that doesn't draw in crowds was obvious, Dinesh Kathuria, one of the three founders of The Liquor Store at Belapur's Palm Beach Road, says.

Esta historia es de la edición July 2022 issue de Man's World.

Comience su prueba gratuita de Magzter GOLD de 7 días para acceder a miles de historias premium seleccionadas y a más de 9,000 revistas y periódicos.

Esta historia es de la edición July 2022 issue de Man's World.

Comience su prueba gratuita de Magzter GOLD de 7 días para acceder a miles de historias premium seleccionadas y a más de 9,000 revistas y periódicos.

MÁS HISTORIAS DE MAN'S WORLDVer todo
Rekha At 70 The Enduring Mystique
Man's World

Rekha At 70 The Enduring Mystique

More than a generation after she was last seen on screen, the mystique that she successfully wrapped herself in continues to serve her well in the public imagination. Her fleeting public appearances in dazzling silk sarees and makeup continue to beguile the camera in the same manner it did at the peak of her career

time-read
7 minutos  |
October 2024
iPhone Fatigue
Man's World

iPhone Fatigue

Do we really need an annual Apple flagship release?

time-read
5 minutos  |
October 2024
Men's Guide To Combat Premature Hair Loss
Man's World

Men's Guide To Combat Premature Hair Loss

Male pattern baldness hit men at an early age, at times in late 30s and early 40s. We asked the experts the reason behind it, treatments that can help, and factors to take care of

time-read
5 minutos  |
October 2024
SMRITI MANDHANA MAKES CRICKET LOOK EASY
Man's World

SMRITI MANDHANA MAKES CRICKET LOOK EASY

In conversation with Man's World for Hyundai Drive Within campaign, the stylish Indian batter talks about her craft, evolution, and her thoughts on women's cricket

time-read
6 minutos  |
October 2024
Pritam Hitting The High Note
Man's World

Pritam Hitting The High Note

A National Award for Brahmastra: Part One Shiva this year and songs that continue to clock millions of streams, Pritam Chakraborty proves why he's one of the most acclaimed Hindi Film music directors of our time

time-read
10 minutos  |
October 2024
JEMIMAH RODRIGUES IS HAVING THE TIME OF HER LIFE
Man's World

JEMIMAH RODRIGUES IS HAVING THE TIME OF HER LIFE

In conversation with Man's World as a part of Hyundai Drive Within campaign, Jemimah Rodrigues take us through the drive within her that inspires her to be the best in her business.

time-read
5 minutos  |
October 2024
SHAFALI VERMA IN A LEAGUE OF HER OWN
Man's World

SHAFALI VERMA IN A LEAGUE OF HER OWN

In conversation with Man's World India as a part of the Hyundai Drive Within campaign, Shafali Verma opens up about her historic double century, her fearless brand of cricket, and more

time-read
6 minutos  |
October 2024
Hands Onl Seiko Prospex 1965 Heritage Diver's Watch SPB455 100th Anniversary Edition
Man's World

Hands Onl Seiko Prospex 1965 Heritage Diver's Watch SPB455 100th Anniversary Edition

Seiko's 100th anniversary of the first watch to bear its name brought an exciting addition to its famed Prospex collection; a timepiece that pays homage to the brand's iconic history while embracing modern ideas of versatile wearability

time-read
2 minutos  |
October 2024
WATCHES ON THE WILD SIDE ATYPICAL CASE DESIGNS
Man's World

WATCHES ON THE WILD SIDE ATYPICAL CASE DESIGNS

Horology isn't just about precision. It's also about understanding the rules of perception-and sometimes, taking a sledgehammer to them

time-read
7 minutos  |
October 2024
Denim The Timeless Trendsetter
Man's World

Denim The Timeless Trendsetter

Crystal Henricksen, Head of Denim Design at GAP, shares with us what makes the fabric simple, versatile, and timeless

time-read
6 minutos  |
October 2024