“I am seeing bottles of vodka on the table in permit rooms in tier 3 towns...”

Name of CEO – Mahesh Madhavan
Name of Company – Bacardi Martini India

1. One thing you'd like to change about the Indian market…

There are 28 laws to deal with in India as liquor is a state subject. A unified tax structure across the country would ease things greatly for the industry.

2. Who do you think sets drinking trends in India?

Globally Bacardi Martini, calls the opinion leaders, “moles”, as they’re well integrated into the system and it’s often not easy to identify them. These opinion leaders may be present in a number of sub-segments in India, including restaurateurs, fashion designers and even hair stylists!

3. What according to you is the most overrated drinking fad / drink in India at the moment?

None at the moment.

4. What's the next big thing for India?

The growth of white spirits and the way they are eating into the dark spirit market. I am seeing bottles of vodka on the table in permit rooms in my travels to even Tier 3 towns in India.

5. Which is your favourite liquor brand ad campaign?

When I used to work for IDV (what is now known as Diageo), we launched Smirnoff in 1994 and the then ad campaign of people looking through a bottle and things changing was truly revolutionary. Also when I moved to Bacardi and we launched Bacardi in 1997, the “Be what you want to be campaign” was a landmark. It was differentiated at a time when a lot of liquor advertising was all about aspirations, Bacardi said you should be comfortable as who you are. (use a visual from the campaign here?)

Globally I like what Jack Daniel’s has done.

6. Which is your favourite Bar in India and why?

I’m a beer drinker and so I like both the Rockman Beer Island at the nearby Ambience Mall as well as Howzzat @ the Galaxy hotel, both brew pubs.

7. Which of your competitors gives you sleepless nights?

None. I believe competition is good for the business and the Indian market is still a small market.

8. If you were alone on a desert island, which drink would you want with you?

A Bacardi Mojito