Brown-Forman is launching its super-premium rum brand, Diplomático, in India – and its most critical challenge is to capture the imagination of young drinkers who are flush with choices in the alcohol category today. Our task was to unpack the nuances of India’s evolving alcohol & rum culture for Diplomático, while gathering feedback to fine tune its launch packaging and brand narrative. We met rum aficionados, non-rum drinkers, and bartenders / bar owners in India to explore this...

Delving into every facet of a brand, from positioning and culture to category, consumers, and product, is always insightful. It is also much needed in a category like rum, which is currently competing with gin & tequila for cultural relevance in India! Keep an eye out for how Diplomático rises to this challenge here the next time you head out for drinks ☺