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risuola · 6 months

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I — NOT YET — F. READER x SUKUNA RYOMEN, who is a mob boss

When a guy in the club tries to assault you, you ask a random stranger to pretend to be your boyfriend. Little that you know that out of all people, you chose a mob boss.

cw: smut, mafia mob!au, briefly mentioned assault and tiny bit of violence, Sukuna (yeah, I consider him a warning), reader discretion is advised — 2,7k words

a/n: mada... mada mada~ the very second I heard this menace toying with Panda, Kusakabe and the rest in Shibuya, not allowing them to move unless he say so - my head went straight to the idea of him playing the same game in bed.

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Sukuna never had to get used to being interrupted. Never. Anytime it happened in the past, all he had to do was to glance at the person and it usually got the message across. His gaze has enough power in it to quickly inform the intruder why invading his personal space or cutting him half-sentence is a damn bad idea. One look from him usually was enough to make anyone reconsider if they really want some problems. Sukuna had his eyes trained to be sharp and cold, his body strong and intimidating and his aura dangerous. He spent years building his reputation, earning a position in his world that now guaranteed him calm. Now everyone and their mothers know that he’s not the one to cross paths with. He’s a VIP, he’s allowed everywhere and he has no qualms about killing someone. Ryomen Sukuna is a brand, he’s a threat, he’s untouchable, invincible. No one in the right mind would ever try to start anything with him at this point. That’s why, when he tried to relax in one of many clubs that he owns in Tokyo, he couldn’t believe someone had the guts to push onto him at the bar.

“Hey, sorry, can you please pretend to be my boyfriend for a second?”, he heard near his ear and following the sound and the soft tug on his elbow, he turned his head towards you. Lucky girl, he thought while quickly assessing the view. You were too god damn pretty to be killed, looking at him with those pleading eyes that glistened in the harsh artificial lights. You were visibly scared of something, or someone, and oddly enough it wasn’t him who brought you to the verge of tears.

“Your boyfriend, huh?”, he mused, allowing his eyes to trail down your figure. The dress you had on left little to imagination and yet he wished to tear it off to see more of you. It hugged the shapes of your body perfectly and the silky fabric betrayed the lack of bra underneath. You were attractive, but clearly not smart enough to think twice before approaching a stranger.

“Please, I beg you, this guy—“, you tried to explain, squeezing your perfectly manicured fingers around his veiny forearm, but your sentence was cut in half when a man grabbed you by the waist, pulling you away just a little and harshly pressing your back against the bar. Sukuna watched as you winced when your spine hit the edge of the wooden countertop, he watched for a moment how you tried to push the guy away. With no effect, you weren’t strong enough to stand against him, you were trapped between the unwanted body and the furniture behind you, fighting the hungry hands that were groping your figure.

“Naoya, get off of me—” you tried, pushing his face away from where he was trying to suck a spot onto your neck.

“Oh, shut up woman, I know you want it,” the blonde-ish idiot grinned, twisting your arm enough to make a space for himself. He wasn’t bothered in the least with the fact he was trying to get between your legs in the very center of a club. Sukuna’s club.

Ryomen zeroed the whisky in his glass and got up from the chair. Usually, he would ignore situations like this. Other people’s problems were none of his business and he had enough his own things to take care of, to bother himself with anything else, but you. You were a problem he was willing to explore.

“Zenin, huh?”, he asked, connecting the name he heard falling from your lips with the wannabe gangster he heard about many times before. There was a certain reputation tied to Naoya’s name, mostly regarding his treatment of women but as long as he wasn’t touching his women, Sukuna couldn’t care less about this trash of a man. You definitely were not his woman. Yet.

“The fuck you want, I’m busy,” Zenin groaned, pulling his nasty mouth away from your shoulder for just a moment, only to shot a glare to the club owner.

“I can tell that you’re busy,” Ryomen grabbed one of Naoya’s wrists. It wasn’t looking like a hard grip, but the face of the blonde betrayed the sharp, bone-breaking pain he felt.

You felt some kind of relief when the stranger you just met stepped between you and your unwanted date. The large body of him towered above you completely, he was bigger than you thought when you approached his sitting form, but you couldn’t think about it for too long when he dealt with Naoya so easily. Once the blonde was gone, he turned to you.

Your heart skipped few beats once you took the image in. The man was huge, way taller than you and built like a greek god. The sharp outlines of his muscled torso beautifully showed through the dark graphite dress shirt. Looking up, you could finally see his face clearly. His features were attractive, dangerous with the black tattooed lines around them. He could easily be a gangster or something.

“T-thank you,” you spoke finally, snapping out from the initial impression of him. He was a red flag, you knew that. If not for the circumstance, you’d probably be the first to run away from him. He was hot. An absolute smokeshow, but he was certainly bad news.

“Was he your date?”, he asked, pulling a chair that he was sitting on previously and twisting it to position, before his large hands landed on your hips. There was no effort whatsoever when he lifted you and sat you down on the seat. He opted to stand next to you.

“No… I came here with a friend, but she left earlier. I was just about to leave as well, but this guy stopped me,” you sighed. “He wouldn’t let me go, I was afraid that he’ll just walk after me to my home. I’m sorry I interrupted you.”

“Don’t apologize,” he said, pushing a strand of your hair behind your ear. The gesture in itself was soft, but you shivered underneath his touch nonetheless. You couldn’t quite tell what made him so… scary. Was it his overwhelming frame? Or maybe the calm, distant demeanor? He had authority, he was expecting submission and when he was looking at you, you felt like a prey of him. Strangely, you were quite fine with that. You had no wish of doing anything with Naoya, but this man… he was different, he was interesting, he made you cross your legs just to feel any kind of pressure between your thighs. “Your name?”

“Y/n,” you replied.

“Y/n. Nice,” he gave it a soft nod and ordered two drinks. “Ryomen is my name. Sukuna Ryomen. Memorize it.”

“Sure…”

At this moment, you had no guts to ask why was it important to imprint the name he told you into your brain, but it all became clear just barely two hours later. You couldn’t exactly recall the moment Sukuna led you out of the club and into his car. There was something so enticing about his entire aura that made you lose your ability to think. He made you break every rule you ever had for yourself – to not talk with strangers, not go with them anywhere. Before that night you were doing exceptionally good in avoiding danger, you somehow slipped through your life up until that point without any major problems, but once you faced the problem, it was a big one.

The talk was good, it flowed easily and the menacing aura that Ryomen had all around him kept you interested. You had no idea that you’re attracted to bad boys, and maybe you were not exactly into school hooligans. Turned out, you’re aroused by the much worse kind – the kind that keeps a gun behind his belt, drinks pure whisky and makes people run away just by shooting them a glance. Yeah, that seems to be the kind of men you are into, because if there was any common sense left in you, you’d be out the door and running towards the safety of your dormitory. If there was any self-preservation instinct in you, you’d be probably anywhere else, rather than in here.

In the most luxurious house you’ve ever seen, not to mention been inside of; somewhere in the outskirts of Tokyo where you were not even sure how you can get back to your home from there. If you were just a little smarter, you’d for sure be in your own bed right now and not on the dark leather couch, with your silky dress scrunched up around your waist and your underwear torn to pieces and laying on the floor. If you had more braincells, maybe you wouldn’t be bouncing on that stranger’s dick right now, gripping onto his muscular shoulders as one of his large hands kept your hip in a dead grip, leading your moves up and down his girthy length and the other one tightly squeezed around the back of your neck, from where he was keeping his head close so he could kiss you so hungrily it took your breath away. But that’s just where you were. And you wouldn’t change a thing.

He felt so goddamn good, filling your tight hole to the very brim, stretching you to the point of delirium and he wasn’t even fully in yet. His moves were aggressive and yet sensual; he made you feel small even if it was you who was on top of him. You had no control, he made it clear with the way he was holding you and every time you tried to dominate him in any way, he quickly showed you your place back. Maybe later, he’ll let you have your way with him, but now, he was in charge.

“Think you can take all of me?” He asked against the delicate skin of your neck, now painted in red and purple marks he nibbed onto it. You could feel him grinning at the way you squeezed your little hands on his clothed biceps. He got you all exposed and yet he only allowed you to free his dick; his shirt was still buttoned up, his pants were still on his legs. There was a certain dominance shown in the way he got you all naked on top of his suit.

“N-no,” you breathed out, “too big.”

“Oh, I’m sure you can.” Sukuna doesn’t exactly accept no as an answer and he for sure gave you enough time to accommodate to his size. “You’ll take it and thank me for it, yeah?”

“Yes,” was all you could mumble, before both of his large hands landed on your hips. The iron grip, you were sure, was going to bruise you but now, it felt grounding in a way.

“Good girl,” he praised, his purr vibrated against your skin as he sucked yet another mark along your collarbone. It distracted you for a moment before he pushed your pelvis even lower, fully bottoming into you. Your clit made a contact with his lower belly, the harsh brush of his skin against the swollen bud making you moan louder than you were meaning to. You felt like all of your organs were moved out of the way just to make more space for his dick and Sukuna couldn’t be more satisfied by the way you took him in. “See? As if you were made to take this cock.”

Something incoherent left your mouth, a tear stained your cheek and the man was happy to lick it away, tasting the saltiness before he bucked his hips up, keeping yours in place. He took full control, thrusting into you with all the power he had in his muscular body and you held onto his shoulders with your little hands. The filthy, wet sounds were filling the interiors, bouncing off the walls and mixing with all of the whines and whimpers that were leaving your lips. Some grunts added to the melody, but you barely heard any of it, too consumed by the exploding pleasure between your legs.

Sukuna’s name was leaving your mouth like a prayer, you felt so close, you felt like falling and you had no intention to stop. The man grinned, licking a long stroke along your throat, his tongue curling upwards as it reached the tip of your chin. The taste of your skin felt intoxicating to him, he wanted to devour you whole, to keep all for himself.

“You wanna cum, huh?” His voice was taunting. “You’re clenching around me so fucking hard, you’re gonna milk me as well.”

“Yes, yes, please,” you near damn begged, chasing the bliss that you could almost taste on your tongue right now. It filled all of your body cells, rushed through your veins in ecstatic waves of lust.

“Not yet,” he ordered and it felt almost painful to force yourself back from the state of climax. You could tell he was playing with you, toying with his dominance, reminding you that it’s him who pulls the strings in here. And yet, he was still rutting into you, his movements completely different to what he was saying, he was fucking you like he wanted you to cum in that very moment. “Still not yet,” he teased, feeling your little fingers digging onto his shoulders, your manicured nails nearly making holes in his shirt as your eyes fell shut.

“Oh god, Ryomen, please,” you whined. Your thighs were shaking, your spine arching and the incredible tension below your stomach threatened to burst any second now.

“Now,” he ordered and just like that, all inside of you snapped. You came all over his dick, and you came hard. It felt like nothing you’ve ever experienced, like you were suddenly shot into another dimension and if not for the way he sped up his movements, you’d probably just get lost in the lustful feeling. Ryomen came just few moments after you, wrapping his arms around your waist and painting your walls white. You felt him throbbing, spasming inside of you, the hot seed gushed out of you as he was pumping it in, staining your thighs and the bottom of his black shirt. Then he pushed you down, fully onto his cock, plugging the way out for his cum.

You found his lips, swallowing his quickened breath as you kissed him with desire and he gave in, quickly dominating the kiss. You were tired, the muscles in your legs were burning from the intense exercise, but you couldn’t shake off the feeling of still wanting more. He made you hungry, he made you unsatiated and you were sure, you won’t be able to recognize yourself after you’re done with him. You were never such a greedy lover but frankly, you never had a chance to feel that good with anyone. The boys you’ve been with had no skills and if not for the orgasms you gave yourself with your fingers, no one else ever brought you over the edge like Sukuna.

“Can you undress?” You asked him, your lips brushing against his as you mouthed the question and he chased your kiss with his head, grabbing your lower lip between his teeth. There was a certain expression painted all over his dangerously handsome features, the menacing aura amplified as he took his sweet time before replying.

“I can undress,” he began, yet there was a but hanging in the air. He had conditions and you were open to hear them. “I’ll give you two options, little kitten. Wanna hear ‘em?”

“Yes.”

“I won’t undress. You can pull yourself together and I can drive you back to your home now. But I can also take the suit off, carry you to my bed. Then you’ll stay with me till morning, but don’t have any hopes for a calm sleep, no. The night will be as filthy as it can get. You’ll be sore tomorrow, most likely exhausted.”

You blinked hearing the options. It was clear as day, stop there or continue? You knew the answer already, your body decided for you even before he came up with an offer.

“Will you drive me home as well if I pick the second option?”

“Of course.”

“Then let’s get you naked.”

» PART TWO

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spiritsrituals · 7 months

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whisky promoter in india

whisky promoter in india, the amber nectar, continues to dominate the palate in India. It is the preferred pout and the most enjoyed Spirit in the country. As elsewhere, even though Gin is gaining a lot of attention, but Whisky continues to be on top of the game.

The last 18 months have been dominated by Covid situation, impacting all F&B in India, including spirits. The Covid situation now seems in control; across the country except states of Maharashtra ( Mumbai ) & Kerala, where the numbers are still a challenge.New Delhi & NCR is well paced with Positivity ratio being less than 1 %. Vaccination rates have come down, but numbers are still high across most states.Hills Stations and Tourism spots are witnessing massive crowds thus endangering the covid climate once again.Medical Community & the Govt are preparing for the impending third wave, which is being predicted either in Oct or even Dec.Growth in Real Estate industry on premium housing. Growth witnessed in people buying houses in the hills. Large offices opening with 50% employees. Global brands are still WFH till Oct 2021, at this stage. There is reduced movement in High energy Zones like Bars, Night Life, Premium Dining, etc.. Wedding beginning to pick up with smaller guest lists of 50 -150. There is also a defined movement towards most affluence Indians looking at moving overseas – Dubai, Australia, Canada and UK being favourite

The F&B Environment in India is an upswing, as cities and states continue to open up.

Hotels and F&B Outlets have opened with 50% capacity. Bars have also opened but not witnessing large number of guests – Less than 30%. Over 35% outlets in premium dining may not open again, as perestimate at stage. Outlets are offering as much 33% discount on dining, with an average cheque US$20.00 per head. Most stand alone F&B Outlets are witnessing 40%-60% average footfalls, from 2019.Malls are witnessing 50%-60% footfalls but not much conversion in sales. Higher base of customers in local markets & for weekly shopping. There is a good response to fast food & Indian snacks – up by over 60%. Pizza is the most ordered fast food, followed by Burgers and then Indian Samosa. Full meals are being ordered at least twice a week by over 20% households, average US$ 80 per order. Huge growth in cloud kitchens & home delivery services. Growth in Indian regional cuisines & local chefs. There is also high growth in Indian Home chefs & home-made condiments. Hotels are offering Premium food Hampers with multiple cuisines, at over 40% discount from pre Covid rates.Most people who could not afford Hotels, are now enjoying hotel foods delivered at home, at 40%-50% lesser price. Hotels like The Taj Hotels are opening food trucks to cater to quality fast foods. Large Growth in health foods, spices & condiments. There is also large growth in home Cocktail Mixes, Tonic Water & Mixers. Home catering is picking up well, with packaged & designed hampers. There is definitive growth in premium alcohol & spirits. Growth in Healthy Dining & Premium Foods. Most Trends are here to stay – Health & Healthy Foods. Home Bars & entertainment at home – High Possibility of revival

All Things Beverage

Retail sales are at all time high with shops recording over 200% growth in the last few months. Hotels &Stand alone Bars are doingmodest business, less than 30%, but high opportunity in the next 6 months. The Duty Free is at an all-time low, but looking to ramp up in 12 months with international travel picking up again.Home Drinking – Starts on Tuesday & weekends are looking more “food oriented”. Over 20 flavours of mixers are on offer across premium outlets. Cigars are gaining ground with more smokers buying in India. Gin & Whisky top as Spirits of Choice. Rum & Tequila are on limited offer. Vodka picks up every so often often based on crowd. Bar displays – In Vogue. Movements towards Premiumization of Spirits. Whisky – Top of the Value Chain. New guidelines on Communication of Beverage Brands. Digital gains prominence, though physical event will start again by Sept 2021

New Trends

The above points can be used as an input on going ahead with all areas.The consumer profile remains the same though there may be changes in their thinking. New Excise Policy in New Delhi – Encouraging, will lead to higher sales. New Excise Policy in Gurugram – Expected in 2 months. High end retail being planned across key markets in India. Higher focus of new Investors on catering to home services, fresh foods, fruits & condiments than bars. Investors are keen on low investments cloud kitchens, than investing in outlets in premium bars in “loud” locations. Move towards backing promising Mixologists / Chefs to offer & create own brand of Cocktail F&B Outlets / Outlets. Investors keen on creating home grown F&B Brands seeing the success of othere. Home chefs looking at small outlets & investors.

Social Trends

New Bars coming up in Goa & smaller towns

Neighbourhood bars may be the new trend in 2022

Beam Suntory join’s Diageo & Pernod Ricard on top

Reduced rate of footfalls in Bars in Malls – Needs to be studied

Most younger people are relocating out of large towns, which is impacting office operations, such large companies / brands are looking at moving out of CBDs

******

SLL also feels that these are current trends and things may change in the next 12 – 18 months

It is imperative to adopt the new learning’s, refresh the product offering & launch again in India.

The new marketing activity will need to start afresh & all old work may need to be updated

SLL will start afresh, with redefined leanings and the new environment in Beverages & Bars

Based on our joint plan on moving ahead, SLL is ready to launch any Marketing & Market Development exercise for Paragraph, UK in India

Whisky production has evolved in the last few years, in India. As per a Spokesperson of Paul John Distillery, “Changes are being seen and felt across, all Indian whisky has been changing on all points over the last few years. As consumers become more aware, and with more international brands now available, Indian Whiskies discovered the need to hold their own against global products and have striven to do so with success. New technology and innovations have been introduced across the board, including innovative packaging, better testing in accordance with global norms and information available on the labels as per FSSAI implementation in the country. More and more whiskies are using high quality Indian malt spirit along with grain-based ENA or even pure malts and Single Malts, all of which require not only resources and innovation but also need much stricter Quality Assurance processes.

Indian whisky (IMFL) historically has been made from molasses-based ENA blended with flavours due to the high availability of the by-product in our country. Over time, consumers have developed a taste for grain based and malt based whiskies and as such, the core DNA of most Indian whiskies has changed from cane based to grain based. The economy segment across India still dominates the volume of alcohol consumption. Having said that, we have observed that with the improvement in standard of living coupled with the awareness, exposure and evolving preferences will certainly redefine the Indian consumption pattern.

Though according to Mr. ThiruvikramNikam, Joint Managing Director of Amrut Whiskies,“The process of whisky production is more or less standard across the globe. However, there has been a massive change in the technology leading to improvements in the quality of the products while being environment conscious. Styling is an ongoing change that reflects the trend to connect in different ways with the customers.Though the basic production process remains the same but there is an increasing use of Grain Alcohol in Whisky making in India instead of Molasses Alcohol. Also increasing blending with Indian Malt spirit alongwith Scotch Malts.

The key factor in terms of production norms is sustainability and quality assurance. This includes the ability to consistently source high quality raw and packing materials as well as establish and maintain control on the factory floor to ensure consistent quality is provided. Based on one’s experience, these factors vary from one company to another. General key factors revolve around the raw materials, fermentation time, pot stills, casks etc., to produce quality new make spirit and by extension a great malt whisky.

Today’s Indian consumer is much more globally aware. They are highly exposed to global/international products and therefore are constantly and actively seeking out new and exciting options. Alcoholic beverages are now more acceptable, and the urban consumer specially is more educated and prefers to shop in large format stores where he can explore a wider range of options.The data reveals that there is a surge in sales of premium products which only goes to show that consumer exposure and preferences have evolved to enjoy better character and profile of whisky, rum or brandy. Also, the fact that availability and consumption of variety of brands from across the globe is an indication of the evolving consumer pattern. According to Sanjeev Banga, President, RadicoKhaitan, a leading Indian Company, “The Indian consumer has evolved a lot in the past few years and if fairly knowledgeable. They are seeking better quality products and willing to experiment and try newer blends.

There are new trends being witnessed in consumer behaviour as well. Product innovation and premiumisation are the key and bodes well for the future of Whisky in India. The Indian consumer demands high quality both in product and packaging, while still seeking value. MOTs and Modern trade outlets that allow consumers to enjoy a personal shopping experience will continue to grow, in turn encouraging consumers to explore multiple brands in addition to their brand of choice, their preferences may change based on occasion as well.

Consumers are showing keenness to enjoy quality products. Seeing this change, companies are gearing up to move towards premium segment of supply. In terms of marketing, the virtual whisky releases and tastings are here to stay for a while. The pandemic has made that aspect of brand building and storytelling possible with the consumer.Pandemic has resulted in more home consumption, upgradation to premium brands and taboos relating to alcohol consumption are coming down. More and more consumers are now drinking to enjoy and celebrate rather than to get drunk.

So what are the new consumer consumption patterns in India.! According to a Spokesperson from Paul John Distillery, “ The biggest change has been the acceptability of alcoholic beverages as just another beverage and their entry into the urban households. Today, it is quite acceptable to offer a guest a drink at home. This has allowed for consumption patterns to shift from a drinking session to sessions with friends and family where alcohol may also be served.The consumers today are much more evolved due to their exposure to more options. They know their tastes and are not afraid to experiment. This change is observed across all age groups, but mostly at the prestige and above price points.The consumers are becoming creators in their own right. While enjoying their whisky in the traditional way, they are also engaging in putting together easy-to-make cocktails that can give their favorite whisky a new dimension.According to Sanjeev Banga, “ There is increasing acceptance of the fact that India today is producing World Class Whiskies be it Blended or Single Malts. The Indian consumer now takes pride in the consuming Indian products and the craze for imported brands in gradually coming down.

There have been changing consumer preferences towards Whisky Styles, Regions, Countries, Palate as well. The biggest change is the move towards authentic, malt-based whiskies. As they experiment with various styles of whiskies, the consumers are developing sophisticated palates which allow for more variety in styles and finishes. Going forward, special finish whiskies will grow in size as they offer the consumer something over and above the standard fare. Though according to Mr. ThiruvikramNikam, Joint Managing Director of Amrut Whiskies, “Indian are known to like smoky whiskies (in varying range of intensity) and we have also observed that people take great liking towards having whiskies from across the globe. The consumers are wide ranging. They are new and evolved, young and older. They offer a mixture of opinions and views that brands are out to seek.More and more people are now drinking to enjoy the moment, be it with family, friends or in celebration of an occasion.

Indian are appreciating&enjoying their whiskies, more than ever before. Every consumer has his own way of enjoying a Whisky. Overall, however, we can say that consumers enjoy whiskies as they are, with less emphasis on flavoured mixers.People are enjoying their whiskies the way they like it and that is how it should be. Having said that, for a malt enthusiast, it is an exploration and normally they enjoy it neat or with a splash of water.Along with premium product offerings the resultant packaging has also improved tremendously and now you can get world class Indian products in packaging similar to international brands.

One of the key factors has been the change in packaging. Brads including Amorim Top Series, Portugal and Bruni Glass, Italy besides Wade Ceramics, England are offering world class solutions to the Indian spirit industry. Packaging has definitely changed over time. FSSAI and global packing norms have been key drivers in this change, consumers have also actively encouraged this change due to the growing urge to know what they are buying. Detailed information on labels, innovative designs that catch the eye and emphasise the quality of the liquid etc are specially noticed with regard to premium categories. According to ThiruvikramNikam, “Today brands are using the packaging to convey the uniqueness of their produce and enlighten the consumers to read and make a choice.

So after all this does Age continue to be a huge factor with Indian consumers. According to Paul John, “ Age is definitely a factor but more for the manufacturer than the consumer. With the much higher efficacy of maturation in the subcontinent, a whisky aged for 3 years here displays similar maturity to whiskies aged 8-12 years in colder climates like Scotland. The correct ageing of whisky is very important for manufacturers to get the product right. The consumer relates more with the experience of the finished product. Global malts are also slowly moving away from making age statements in acknowledgement of this fact, It is an undisputable fact that ageing of whisky is imperative to relish and enjoy it. Age plays an essential role in shaping up the whisky. However, the length of ageing depends and varies from place to place. Consumers now know better to look beyond the age and enjoy the whisky on its merit.

Though RadicoKhaitan, the makers of Rampur Single Malt Indian Whisky avers, Sanjeev Banga President, states, “ We strongly believe Age is just a number. Specially in Indian weather conditions where malt maturation is 3 to 4 times faster than Scotland. What is important is the taste of the whisky on the palate and not the Age. More and more consumers, specially for Single Malts are now aware of the fact that Single Malts coming from new world may not carry any Age Statement but are at par, if not better than number of brands that carry age statements.

Trade Channels

The pandemic has virtually wiped out the on-premise channel. This has made the off/retail channel much more important than it previously was.In India, trade and channels vary from state to state based on state government policies. Now retailers are offering consumers a retail experience unlike before. Yes, very much so. The threat of the pandemic has made people wary on close quarter engagements and gathering. While social distancing is the norm, a lot of the consumer outreach program has taken stream virtually offering a unique solution and opportunities for brand building and marketing.Online and Home delivery are the new norms. Though still at a nascent stage in India but growing everyday.

Brand Marketing & Consumer Outreach

With the decimation of on-premise channels, it is no longer possible to allow consumers to experience new products or to pair food and drink for a new experience. In store marketing options are also highly limited. Thus marketing and consumer outreach has moved from the physical world to mass and virtual media where consumers share their experiences and build communities around brands. Since advertising is still not legally allowed for the industry in India, this means that consumer outreach is primarily based on word of mouth on social platforms today.

Digital marketing and social media are the new buzz words and their influence will keep growing in future

A Toast to the Future

Whisky accounts for nearly 70% of all spirit sales in the country. It is. While a lot of the categories in India are being shaken up and are creating a lot of buzz and activity, whisky is the dominant category in India and will remain to be for the foreseeable future.This is not likely to change in the immediate future. Though Gin as a category is growing at a very rapid pace, but on a very small base. Whisky will continue to flourish in India, however the next few years look tough for Made-In-India whiskies due to changing govt. policies. While we have already achieved parity or surpassed most global brands in terms of quality and packaging, the statutory and regulatory environment in India is highly skewed against domestic spirits. Global brands already have a massive advantage with fixed annual market costs in most states, as well as lower % taxes at the local level. They are also able to get around the Indian laws prohibiting advertising by running their global campaigns online. With the govt. mulling reduction of import customs duties, the disadvantage for Indian products will only increase.I’ll respond to this from Amrut’s perspective, we are adored for our innovation and unprecedented releases of single malt expressions like Herald, Naarangi, Spectrum …, continuing this trend we will soon be going to release first of its kind expressions in India and the globe. According to Sanjeev Banga, President, RadicoKhaitan, a leading Indian Company, “ As they say, best is yet to come. There is increasing premiumisation in the Whisky space and more producers are entering the Indian Single Malt category. The future looks very promising for Indian Whiskies not only in India but globally. India has so much to offer to the world in terms of its unique and innovative products.

#whisky promoter in india #Rise of Indian Whisky #Global Trending Tipples #Market entry India #Market Development and Brand Communications #Market and Business Development

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