HT Bureau
GUWAHATI, Aug 8: The International Spirits and Wines Association of India (ISWAI) recently commissioned global research agency IPSOS to conduct a market survey to assess shopper experience and perceptions at high-end premium liquor stores. The survey gleaned interesting insights into transforming alco-bev buying experiences with the growth of premiumisation across key regions in the country.
Notably, as per the initial study, it was found that women are stepping into liquor stores more than ever before on the back of premiumisation. The survey found that while just 2% of women shoppers visited regular stores, premium stores witnessed 10% women visiting and shopping for their preferred brands. Further, a safe and inviting environment is also encouraging men and women to spend more time at premium stores, basking in the shopping experience. The survey revealed that 23% men are accompanied in a premium store and 63% are alone, as compared to regular stores where 27% men come accompanied and 72% are alone.
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On the other hand, unlike regular liquor stores, premium stores allow patrons to enter the pleasantly-designed outlets and browse through the aisles to pick up their preferred drinks. The research found that individuals in the age group of 31-40 years are driving the experimentation and browsing trends with 54% shoppers enquiring about products.
Speaking on the survey, Nita Kapoor, chief executive officer, said, “Premium liquor stores are driving the trends of browsing and experimentation in the alcobev industry leading to the key message of Drink Less, Drink Better by ISWAI. As evidenced by the survey, more shoppers, including women and higher age groups, prefer premium stores on the back of elevated experience, perception, ease of navigation, and safety. Weekdays and non-peak hours witness an uptick in browsing as relaxed shopping takes place during these hours. The number of people consuming liquor in India is projected to increase from 29.3 crore in 2018 to 38.6 crore in 2030. With greater and better variety and room for experimentation at premium stores, premiumisation of liquor stores will continue to unlock interesting trends in this space.”
