India’s Allied Blenders & Distillers Lowering TV Marketing Budget, Increasing Digital Marketing Budget

In the age of the internet, digital marketing matters more than ever. Things like King Kong SEO reviews and the like are now things that companies pay attention to.

In response, India’s Allied Blenders & Distillers have shifted their marketing, reducing their budget for TV marketing, and increasing money devoted to digital marketing, to get in on some of the good marketing from King Kong SEO reviews and the like.

According to Allied Blenders and Distillers’ COO Bikram Basu, the consumption habits of millennials are changing, and they’re responding to that. He adds that they’ve also seen a lot of people opting for whiskey.

Basu said that the company is also working on strengthening its presence in India, with a particular focus on the western side of the country. The company, which sells about 38 million cases of whiskey annually, has plans to grow more than 10% for 2019.

As for its marketing budget, it’ll be spending about 40% of its total marketing budget on TV, with 30% to go to digital. The alcohol industry can’t do product advertising, so ABD has always relied on utilizing the human angle when it comes to getting marketing done for its products.

He says that TV marketing was 50% of their budget before, but since digital has gone up, they’ve devoted more resources towards that. On top of that, Basu noted that they’re also advertising on OTT platforms.

ABD has plans to associate its premium whiskey brand, Sterling Reserve, with musicians, as the format of the brand, Basu says, resonates really well with newer, younger customers.

He does admit that the alcohol industry is still dealing with the fallout from the ban that prevents alcohol being sold within half a kilometre of highways. The last quarter, Basu admitted, has been a bit of a slow period.

That being said, Basu notes, that the alcohol market in India is growing with the youth people because drinking has become a bit more responsible. With cab aggregators gaining traction in India, drinking in clubs has become easier, as people don’t have to worry about having to drive back in an inebriated state.