MAM
GUEST ARTICLE: Marketing innovations being done by alcohol companies to reach consumers and the challenges
Mumbai: Allied Blenders and Distillers (ABD) is the largest Indian spirits company and the third largest by size in the country.
At ABD, we think differently. The category makes you do so, as many avenues open to consumer products marketers are not available, despite being a trending industry with consumers and a very significant revenue generator for governments. We simply can’t advertise in the media, and therefore communicating product benefits or special offers is not part of our plan. However, what it does achieve is to make marketers in alcoholic beverage organisations absorb a lot more human insights, which play a role over time in building brand personalities and positioning. Many successful brands have been able to build their communication skills, albeit over time, to engage with consumers in different ways and create a story.
A marketer in the alcohol beverage industry must be multi-faceted and equally adept at alcohol marketing as well as other categories critical to creating a surround, such as music, other performing arts, lifestyle, or large and small experiential events. The marketer should be able to join the invisible dots to create a big picture while working on every detail. The person should also be able to wade through a very strong regulatory environment for actual product labels and mandatory requirements as each state has a different set of rules which change almost every year.
In India, the alcohol consumer does visit the retail and on-premises (bars, pubs, etc.). Engagement in these places is positive. While it’s low on time in traditional retail, modern trade allows for browsing and a better consumer experience. On-premises is great for engagement as the consumer is there for an extended time. Brand visibility, awareness and recall are also achieved through sponsorships, mostly of sports and performing arts, with line extensions, which must be played by a rulebook. Communication has added responsibilities in this category, and all major organisations understand that well.
The best way to engage consumers is through product innovations. India is primarily a whisky-consuming country, other than a couple of states in the South, which predominantly drink brandy. Limited editions, flavours, low alcohol products, craft spirits and beer are all finding their feet and engaging new consumers. It builds curiosity in a category that is normally close to the hearts of its consumers.
ABD has just launched some very disruptive products with Srishti Premium Whisky with an infusion of curcumin, the active ingredient of turmeric or haldi. Interestingly, the infusion has no change in the sensorial; that is, in taste, aroma, or colour.
At ABD, we also launched Sterling Reserve B7 Whisky Cola. We’ve used the award-winning whisky blend and infused it with cola to add a zing to every drinking occasion. The whisky cola mix retains the colour of whisky in the bottle, in a glass with water, soda or when consumed as a shot. It is sure to appeal to the younger audience.
The ABD MetaBar is the first ever. It’s our presence in the metaverse, and we put out our recent mainline launch of ICONiQ White Whisky first on the MetaBar prior to our physical market launch. It exemplifies how innovative thinking as a marketer can push different routes and position a brand and a company differently while opening our minds to a future that is almost unreal but so very real.
The author of this article is Allied Blenders and Distillers chief strategy, marketing and business development officer Bikram Basu.
MAM
Worldwide Travel Insurance for Indian Travellers: How to Find a Plan Without Geographic Gaps in Your Protection
Travelling to more than one country can make insurance selection more complex, because a policy that looks broad at first may still leave certain destinations, transit points, or regions outside its scope. For Indian travellers, this can lead to gaps in cover during a medical emergency or travel disruption abroad.
Here’s a guide to understanding how worldwide coverage works, which plan types to review, and how to check for geographic exclusions before choosing a policy.
Why Geographic Coverage Matters in Travel Insurance
When travellers look for the best travel insurance, medical cover and premium often get early attention, but geographic scope matters just as much. A policy may appear broad while still limiting cover in certain countries, regions, or travel routes.
This can affect hospital access, emergency support, evacuation terms, and non-medical benefits. For Indian travellers visiting more than one destination, checking where the policy applies is an important way to avoid gaps in protection.
Types of Worldwide Travel Insurance Plans Available to Indians
Worldwide travel insurance may be available in different formats, and each one should be reviewed based on the route, trip pattern, and list of destinations.
Single-Trip Travel Insurance
This type of policy is generally chosen for one overseas journey with fixed departure and return dates. It may suit travellers visiting one country or more than one destination during the same trip. The policy still needs to be checked carefully to confirm whether every destination on the itinerary is covered during the full travel period.
Multi-Trip Annual Insurance
This type of plan may be suitable for travellers who visit different countries several times a year. It can be useful only when the policy’s covered regions match the countries included across those trips. Before choosing it, travellers should check trip duration limits, region-wise exclusions, and whether all intended destinations are covered under the annual plan.
Region-Specific Plans
Some policies are built for selected regions rather than for the whole world. These plans may be arranged by destination groups such as Asia, Europe, or broader international zones. They may be suitable in some cases, but they should be reviewed carefully if the journey includes stopovers, connecting countries, or travel beyond the listed region.
Comprehensive Worldwide Plans
These plans are usually reviewed by travellers who want broader international cover across multiple destinations. However, a plan described as worldwide may still have country-wise limits, separate terms for certain regions, or limits on healthcare access and emergency services. The wording should therefore be checked in detail before relying on the description alone.
Key Coverage Areas That Ensure Global Protection
A worldwide policy should be reviewed for the coverage points that matter when travel includes more than one country or a wider international route. These areas help show whether the plan is suitable for broader overseas travel and not limited to only a few listed destinations.
● Cover that applies to all countries listed in the itinerary, not only the main destination.
● Cover for transit stops and connecting countries that are part of the planned journey.
● Clear mention of excluded countries, restricted regions, or destinations not covered under the policy.
● Emergency medical and assistance support that remains available while travelling across different countries.
● Evacuation and repatriation terms that continue to apply during multi-country travel.
How to Check for Geographic Exclusions Before Buying
Geographic exclusions are often found in the detailed wording rather than in the headline promise of the plan. A careful review before purchase can help travellers understand whether the policy matches their travel route.
● Check the destination list in the policy schedule.
● Read whether excluded countries, sanctioned regions, or restricted zones are mentioned in the wording.
● Review whether transit stops and connecting destinations are mentioned as covered travel locations.
● Check if medical network access differs across countries even when the policy appears globally valid.
● Read whether adventure activities, cruises, or remote locations have separate geographic conditions.
● Review assistance and claim support terms to see if they apply equally across all covered destinations.
Conclusion
A travel insurance plan cannot be judged only by premium, destination label, or the word worldwide term alone. For Indian travellers, geographic scope needs close attention because exclusions and regional limits may affect how the policy works during the journey. A careful review of plan type, covered locations, medical support, and destination-specific terms may help reduce avoidable gaps.
