Beverage Trend Reports

From hooch to the top shelf, the great social lubricant has given us plenty to explore across Indian contemporary life.

Project Background & Methodologies: Mega beverage conglomerate commissioned Citizen to research and write quarterly insight reports on India’s alcohol market valued at $35 billion, the third largest liquor market in the world.The reports included research studies, surveys, and extensive ethnographic research, interviews with experts and trend setters, all of whom gave valuable context to the shifting socio-political and cultural scene. We explored home grown brands, street culture, the trend for nostalgia and the complicated politics of alcohol in India.

Client/Photographer: Greg Segal / Food Stylist: Mary Kei / Production Servicing: Wild Media

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