In a new episode of Pitch BrandTalk - a video series that engages with the senior management of brands to churn out innovative insights - Pitch had an insightful conversation with Varun Koorichh, Vice President - Marketing & Portfolio Head, Diageo India. In an era where brands strive to resonate with consumers beyond just products, Diageo India aims to craft a narrative that's as rich and layered as their spirits. Koorichh shares insights into the brand's premiumization strategy, changing consumer preferences and its commitment to purposeful positioning.
At the heart of Diageo's strategy is the trend of premiumization, not just a buzzword in the industry but a shift towards valuing quality over quantity. Shares Koorichh, “Premiumization is becoming increasingly important, not just in the category but also in the industry”. This approach is especially evident in their prestige portfolio, where brands like House of McDowell's and Signature are being repositioned to appeal to a more discerning consumer base - in tune with the evolving tastes of consumers who are increasingly seeking unique, bespoke experiences, and brands that tell a compelling story.
Highlighting the inclusive nature of their campaigns, Koorichh says, "Across brands, purposeful positioning is important. Our latest campaign 'Yaaron Wali Baat’' for House of McDowell's celebrates the limitless possibility of friendship, featuring Kartik Aaryan”. Additionally, we did a campaign with Ayushmann Khurrana for Signature - which is driving the message of living good, doing good and in fact, giving back to the environment”. He emphasised that the campaigns are a reflection of Diageo's commitment to purposeful and inclusive positioning, resonating with a diverse and evolving consumer base.
Koorichh further highlights how the pandemic has altered consumer habits, with a sustained preference for quality over quantity - of drinking better and not drinking more, even post-pandemic. This change is driven by two consumer cohorts: the legal drinking age entrants, who are experimental and seek variety, and the affluent, who desire superior, crafted experiences. Further, he also touches on the evolving consumer profiles, and adds, "From a geographical standpoint, boom towns are performing well. They want to drink better and pay for a better drink than before. We are also seeing a lot more women entering the women - with the shift in autonomy in making decisions for themselves." This demographic shift is driving Diageo to be more innovative and inclusive in its product offerings and marketing strategies.
Varun also touched on the importance of responsible drinking as a core value for Diageo globally. "Responsible drinking is part of our Society 2030 goals. We work across institutions to impart the ill effects of excessive drinking, setting us apart in the industry," he explained. This commitment is not just about adhering to guidelines but about genuinely engaging with consumers, especially younger generations, who prioritize authenticity and responsibility in the brands they choose. Campaigns like Royal Challenge's 'Choose Bold, Choose Water' underscore this ethos, encouraging consumers to resist peer pressure and make responsible choices.
As Koorichh looks ahead, he emphasizes that Premiumisation and Purposeful branding are not just part of our strategy; they're embedded in the brand’s ethos. This forward-thinking approach is setting Diageo India on a path of sustained growth, resonating with consumers who seek more than just a drink - an experience, a story, and a brand that aligns with their values.
