Beverage Trend Reports
From hooch to the top shelf, the great social lubricant has given us plenty to explore across Indian contemporary life.
India
Project Background: Mega beverage conglomerate commissioned Citizen to research and write quarterly insight reports on India’s spirits market valued at $35 billion. The reports included research studies, surveys, and extensive ethnographic research, interviews with experts and trend setters.
Methodologies: Trend Report, Expert Interviews, Ethnography
Outcomes: The research report provided valuable context to the shifting socio-political and cultural scene in India. This helped to inform the launch of localised beverages to cater for the market. We explored home grown brands, street culture, the trend for nostalgia and the complicated politics of spirits in India.
