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.
This story is from the {{IssueName}} edition of {{MagazineName}}.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber ? Sign In
This story is from the {{IssueName}} edition of {{MagazineName}}.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber? Sign In
Most Expensive Made-In-India Cars
From Mercedes limousines to variants of the flagship Land Rover, a surprising number of luxury flagship models are now locally assembled or produced in India
Making Noise In Quiet
Manik Handa of Eudaemon explains what it truly takes to define quiet luxury in India’s crowded retail market
Luggage Travails of a Frequent Flyer
Luxury and semi-luxury luggage are the new fashion frontier amongst the Indian jet set. Our writer though recommends extreme caution, unless you are the kind who can afford to fly in private jets
Ruling The Street
Either through imitation or rejection, streetwear continues to dominate the wardrobe of young India. We talk to those who follow the scene closely to understand its rise in status
Street Cred
Royal Enfield’s Guerrilla 450 is a thoroughly fun and exciting motorcycle—it is not that the Himalayan has just tidied up for a visit to the city
Now Serving.Indigenous India
India's culinary scene is buzzing with a quiet revolution, fueled by a vibrant comeback of hyperlocal ingredients. This movement isn't just about digging up fresh, local produce from across the nation—it's about rediscovering the deep, rich tapestry of India's diverse culinary heritage
CHAITANYA AKKINENI OF OLD LOVES AND NEW
The Akkineni-Daggubati family scion is starting a new phase, and life is looking more exciting than ever
Independence Movement
As we step into India's 77th year of Independence, we're shining the spotlight on four stunning timepieces, all designed from within the nation's borders
Precision in Motion
How Alain Zobrist and Omega Time the Olympics
The New Frontier
While India witnesses a massive growth in the number of global skincare brands entering the market, an increasing number of homegrown brands takeover the space and trust among consumers