The Ledger
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Suri: Beer brands paid bartenders ₹20 per bottle cap to push sales
“In the beer industry, when I was running Jade, I remember this so clearly, people would pay the bartender outside of their job, you return caps to me, I'll give you 20 rupees a cap. For depletion. To make my distributor happy so he sells my product. So I'm bur…”
Suri: Listing a single whiskey SKU in Delhi costs ₹25 lakh
“Whiskey is 25 lakh rupees per SKU in Delhi to get your product listed.”
Suri: Ready-to-drink alcohol will take off in India in 5-7 years
“Rum and tunics and RTDs. Radio drink beverages. That's about five to seven years from now, but I see that picking up.”
Suri: Alcohol brands cannot legally market their own event content online
“Legally event, alcohol brands in India, they cannot do their own events. They can do their own events, but they cannot market the content legally online post doing an event.”
Suri: Gurgaon liquor stores get Diageo and Pernod to fund their construction
“But now nowadays in Gurgaon, it works on some bidding system. And then actually the store doesn't pay for construction. They go to a Diageo, they go to Perno and they said, this is my space. Turn it around in 30 days. And then it's a full branded store of a ce…”
Suri: Alcohol prices between Gurgaon retail and Delhi duty-free barely differ
“Duty free also takes a percentage of your sales, which actually now from Gurgaon to duty free, there's not too much difference, at least from Gurgaon to a Delhi duty free.”