With new trends emerging in the Indian Alco-Bev industry ever so frequently, Diageo has launched a new format of drinking scotch – The Scotch Hipster.
The Scotch Hipster is a premium scotch made portable and made for sharing. Sleek and stylish, it fits right into today’s millennials lifestyle, at an affordable price. For Generation Z, millennials transcending the traditional idea of inherited status to create their own personal success stories. Scotch Hipster helps build that influence & self-expression.
The Indian Spirit industry today which includes whiskey, brandy, rum and vodka — is estimated to expand 25 percent to 2.92 trillion rupees ($41 billion) by 2022.
The Scotch Hipster makes whisky more relevant for Indian consumers and their spontaneous, casual social occasions. Smaller pack size is a way to rewrite the narrative around Scotch and connect with younger consumers. It will get consumers to enjoy Scotch wherever, whenever and however they want in a smaller, portable size that drives more spontaneous social experiences.
Diageo is present in India with the following brands – Johnnie Walker, Black & White, Black Dog, and Vat 69. Scotch Hipster unlocks a whole new lifestyle which is the perfect accompaniment to those who never stand still in the pursuit of the new, the different and the unique.
Nitesh Chhapru is currently driving inorganic revenue growth for Diageo India by leading cross-functional business teams. He is responsible for core brand re-launches and variant/line extension innovations on core brands. An important aspect of his role also includes devising new format and delivery innovations, new-to-world category and new-to-world brand innovations.
MediaNews4u spoke to Nitesh Chhapru – Chief Innovation Officer, Diageo India on innovations for the brands, how to create new innovations for the millennials.
How was the Journey for Diageo in India?
Over the last few years, Diageo has been focused on driving premiumisation and growing prestige and above spirits segment in India. We have witnessed some great consumer response to power brand re-launches done in the last few years.
As brand Innovator, what has been your role in innovating the brand?
I manage the marketing innovation agenda for Diageo India with accountability to deliver inorganic revenue by leading all power brands re-launches, as well as innovation in the form of new format and line extensions of power brands, new-to-world brands & businesses for Diageo in India.
The idea and concept behind launching the Scotch Hipster?
Millennials today are continuously looking for stylish yet accessible experiences. This extends to everyday consumption habits such as shopping, dining and drinking. Increased exposure to global trends has led to a shift in consumer attitudes, change in lifestyle choices and a higher level of aspiration. One can say that the increase in socializing and celebratory occasions is driving consumer patterns to undergo a metamorphosis.
With the introduction of Scotch Hipster, we are looking to address this change. By creating a new format for scotch consumption, we are looking to appeal to this millennial sentiment of “stylish accessibility”. The Scotch Hipster is a premium scotch made accessible and portable – a new to the world format, making their experience more exciting and convenient.
How the opportunities are seen in the Indian market to continuously reinvent and innovate as a brand?
Today, the Indian market is far more open and welcoming to fresh ideas than ever before. Consumers are seeking innovation and are constantly searching for newer and different experiences due to increased access to information and rapidly changing global trends. As a brand, this gives us the opportunity to constantly reinvent ourselves to be on par with changing consumer preferences. We need to adapt to changing lifestyle behaviours and attitudes in order to live up to consumer expectations.
How has the Scotch market grown in India over the years?
With increasing disposable income and a desire for premium experiences, Scotch whisky is likely to witness growth in the medium to long term. By introducing Scotch Hipster, we wanted to make sure that we stay in tune with millennial consumer needs of individual expression and stylish accessibility.