The last year has not been easy for India’s liquor brands, according to Sridhar B., Chief Digital Marketing Officer at Diageo India. Various regulations on advertising, a liquor ban, demonetisation and the introduction of a Goods and Services tax all made themselves felt amid a period of disruptive category change.
“We as an industry have faced a horrific time last year. We had the demonetisation, then we had the GST (Goods & Service Tax) problem. Above all, we had this liquor ban happening in the country, where somebody said if a highway is passing through the middle of a city,...