Philanthropic initiative

In addition to adapting to the ‘new normal’, the alcohol manufacturing companies are using this opportunity to support several causes and segments, offering them the much-required boost in this crisis.

For instance, Pernod Ricard India pledged ₹150 million to support healthcare facilities in India. The brand also collaborated with transport unions in the country to supply hand sanitisers and masks to truck drivers.

The company behind names like Absolut Vodka and Chivas Regal, Pernod Ricard contributed towards National Restaurant Association of India’s (NRAI) ”Rise for Bars” initiative that is aimed at raising funds for bar employees facing difficult times.

Eco-conscious business 

In the domestic as well as international alcohol beverage market, sustainability is gaining momentum.

Recently Diageo announced that it has created 100 per cent plastic-free paper-based spirits bottle, made from sustainably-sourced wood. The bottle will debut with Johnnie Walker in early 2021.