Alcobev retailers call for consumer-first stores at Brews & Spirits Expo 2025

A session on retail at the Brews & Spirits Expo 2025 held from 27 to 29 November 2025 at the KTPO Convention Centre in Bengaluru, brought together some of India’s most experienced alcobev retailers and distributors to examine how liquor retail is evolving—and where it is still falling short. Moderated by Vikram Achanta, founder and CEO of Tulleho, the panel discussion featured Hansel Vaz of Vaz Liquor Industries, Vishal Deorah of Global Spirits India, Gurmeet S Johal of GD Alcobrew, Bhavesh Patel of World of Wines, and Vikram Jagadish of Dewars Wine Store.

Achanta set the tone by calling Indian liquor retailers the “unsung heroes” of the industry, noting how the sector has quietly undergone a transformation—from counter stores to walk-in formats, from short-term licensing mindsets to longer-term investments, and from purely transactional spaces to destinations with ambition. Yet, he argued, one “elephant in the room” remains: retail environments dominated by brand-led displays rather than consumer-led discovery.

Hansel Vaz described how his stores consciously resist repetitive, formulaic brand displays. Rather than renting out shelf space, Vaz Liquor Industries focuses on quality, creativity and exclusivity. Brands are challenged to design bespoke installations instead of deploying identical units across dozens of stores. According to Vaz, distinctive displays spark curiosity, encourage interaction, and drive sales—proving that customer engagement, not uniform branding, delivers long-term value.

Vishal Deorah echoed this view, stressing that stores must be designed around how consumers shop, not how brands want to be seen. While brand support is essential—especially given thin retail margins—Deorah argued that the consumer experience must remain the “largest logo” in the store. Global Spirits India has moved towards category-based layouts, eye-level planning and storytelling around gin, wine or spirits, rather than scattering brands across multiple locations. He acknowledged the delicate balance retailers must strike, but insisted that brands listen when retailers demonstrate how thoughtful layouts add value.

The discussion turned to cost pressures, particularly in the northern markets such as Delhi and Gurgaon. Gurmeet S Johal highlighted the enormous financial burden of annual license fees and real estate costs, which push retailers to seek aggressive brand funding. He warned against “brand overkill,” where monopolized sections force consumers to hunt for alternatives and marginalize smaller, craft producers who lack deep pockets. Johal advocated collaborative approaches that give craft brands a seat at the table, arguing that retail should not become an exclusionary playground for multinational budgets.

Panelists from Karnataka and Maharashtra reflected on the rise of large-format walk-in stores and the criticism they initially faced. While brand marketing budgets helped sustain these formats, over-segmentation soon created confusion. The solution, several agreed, lay in clear category zoning—ensuring that tequila sits with tequila, gin with gin—while still allowing brands visibility. However, engagement beyond shelving remains the missing link, particularly for smaller brands that cannot afford permanent promoters.

Community-building emerged as a key theme when the discussion shifted to tastings and experiential retail. Bhavesh Patel explained how World of Wines introduced structured, paid tastings to attract serious consumers rather than casual drinkers. By building databases and hosting curated sessions around specific categories, the store has been able to convert education into repeat sales. Patel noted that average store visits in metro cities last barely five minutes, underscoring the need for planned experiences rather than ad-hoc sampling.

Hansel Vaz shared international inspirations from New Zealand and Singapore, where paid tastings led by specialists drive both discovery and sales. In Goa, despite regulatory constraints, his tasting room and curated seasonal selections have demonstrated the commercial impact of education-led experiences—sometimes resulting in unexpectedly strong sales of ultra-premium products.

Johal described hybrid models emerging in North India, where liquor stores coexist with adjacent drinking spaces. While sampling remains heavily regulated, he argued that limited, paid sampling licences could unlock significant value. Structured sampling, he said, is far more cost-effective than expensive on-trade activations and offers measurable returns when linked directly to off-trade sales.

The final segment focused on staff education, which all panelists agreed is non-negotiable. From pronunciation and category basics to storytelling and confidence, trained staff are essential to prevent consumer overwhelm in increasingly crowded stores. As one speaker noted, a premium store cannot afford an un-premium experience. When staff lack confidence, consumers default to the cheapest option, eroding both trust and value.

The session concluded with a clear message: Indian alcobev retail is at a pivotal moment. The future lies in balancing brand partnerships with consumer-centric design, investing in education, and creating meaningful experiences within regulatory realities. Where policy allows, innovation is already reshaping the shop floor—and where it does not, retailers continue to find ways to adapt, collaborate and push the category forward.