Diageo India CMO on how changing consumption goals are reshaping the alcohol market

It's no secret that the liquor industry, the world over is a fairly male-dominated one. But the story at one of the world's largest alcohol beverage companies is a little bit different. Diageo has many women in its ranks, but especially so in leadership, from the CEO to the sacred position of the Master Blender, women are leading from the front.

Among these is Ruchira Jaitly, who took over as the Chief Marketing Officer at Diageo India a few months ago. In this episode of ‘Media Dialogues’ with Storyboard18 Ruchira Jaitly talks about the power of a progressive culture, and how marketing can champion diversity, inclusion, and equity.

Jaitly pointed out that consumers are changing. They prefer quality over quantity, seeking premium drinks and experiences. With more young people, especially millennials and post-millennials, entering the market, their consumption goals are different. They want brands that promote progressiveness, offer elevated experiences, and prioritise sustainability as part of their purpose.

For Diageo, these consumers set the standard for what people expect from brands. It's not just about great drinks anymore—it's about how brands bring their values to life for consumers.