Who do you think sets drinking trends in India?

As a brand person I would like to define drinking trends. But eventually consumer is king. In a dark market, it is mostly peer groups; but now mixologists and bartenders are getting involved.

What is the most overrated drinking fad/ drink in India at the moment?

LIIT (Long Island iced tea)… There is little brand equity involved in the formulation.

What’s the next big thing for India?

With such a large consumer base, even a small thing can go big. In a whisky-loving nation, whisky cocktails are probably the next big thing.

One thing you’d like to change about the Indian market?

I would like it to be called an “Indian market”, not a state-by-state market. One market, one tax, one RTM.

What’s the best motivation for your team?

Be in high spirits – but of different kind at work, and after work!

Which is your favourite liquor brand ad campaign?

“Johnnie Walker – Keep Walking” is iconic, time- and culture-agnostic.

Which is your favourite bar in India and why?

Novelé in New Delhi. They have a fantastic cocktail menu, very exclusive and classy, yet contemporary.

Which of your competitors gives you sleepless nights?

Thankfully, our biggest global brands do not have competition.

The one fictional character you’d like to have a drink with?

Joker from The Dark Knight, and ask him over a Glen Grant 10-YO. “Why so serious?”

If you were alone on a deserted island, which drink would you want with you?

Aperol Spritz, of course!