The Alcobev Divas

How women-led start-ups are transforming the ₹3,60,000 crore Indian alcoholic beverage industry.

- AJITA SHASHIDHAR

FOUR MORE SHOTS PLEASE. A popular web series on Amazon Prime showcases lives of four city-bred women (a lawyer, a journalist, a fitness instructor and a stand-up comedian). One of them, a single mother, is trying hard to make her way through the judgmental eyes of the society, while another is a lesbian struggling to find her identity. The four meet at a bar every evening and share sweet-sour experiences of the day over generous pouring of cocktails and wines. Though the show has been criticised for showing too much skin and use of “foul” language, the non-judgmental way in which protagonists are shown consuming alcoholic beverages reflects changing societal norms. After all, showing women drinking alcohol in films and TV shows was a taboo not too long ago.

BREAKING STEREOTYPES

Almost 50% patrons in bars of upmarket restaurants and pubs are women.

Brown liquids like whisky are no longer a male bastion.

Brands are consciously building gender-neutral narratives.

Companies are coming up with newer spirits like gin, craft whisky and beer, and readyto-drink alcoholic beverages.

Diageo India has launched its first Indian artisanal single malt whisky, Godawan; it has also picked up a 25% stake in gin start-up NAO Spirits.

Bacardi India has launched Dewars Whisky, a smooth blended whisky that appeals to the taste of both men and women.

Alcoholic beverage companies are aggressively focusing on building a diverse workforce.