No cheap drinks this Diwali!

Tipplers will miss the usual price cuts and other freebies this Diwali as liquor makers are attempting to woo customers only through attractive packaging rather than festive season discounts.

Unlike last year, major players in the Indian Made Foreign Liquor (IMFL) segment such as United Spirits, Radico Khaitan and Diageo are staying away from any price cuts and discounts, instead, they are concentrating more on attractive packaging and premium brands.

"We have lined up several big ticket promotions this festive season across our brands. For example, Black Dog premium Scotch Whisky and McDowell's No 1 Whisky will be available in special commemorative packs for our customers (at existing prices)," USL president Vijay Rekhi told PTI.

According to experts, festive seasons which starts from Dusshera and continues till New Year, accounts for over one-third of the total spirit sales in the country and alcohol is also used during this period for gifting.

Radico Khaitan COO Raju Vaziraney said: "The festive season sees a growth of around 20-25 per cent in sales and this season also as we have brought some new offerings with Magic Moments Vodka and its flavours we are expecting this growth to surge further ahead."

Festivals in India bring an entire new set of seasonal opportunities for marketers, Diageo managing director Asif Adil said.

"A festive gift hamper customised to suit an Indian consumer's tastes is always preferred for corporate as well as personal gifting," he said.