Fashion and liquor are intertwined with each other.
The Indian Government has banned the promotion of liquor through advertisement. The premium liquor companies have found a better path by associating with fashion, which can promote their brands as well as target the consumers who follow the same lifestyle.
Liquor companies have been sponsoring the fashion shows for quite a long time now.
The Blenders Pride Fashion Tour held in the top metros of the country.
Seagram India roped fashion moguls like Aki Narula, Ashish Soni, Malini Ramani, Manish Malhotra, Ranna Gill, Rocky S and Tarun Tahiliani for its brand events.
Vodka brand Smirnoff and beer brand Kingfisher have paraded with fashion for years.
The new entrant in the flock is Sweden's Absolut vodka.
Kyndal India the distributor of the company has recently concluded the four-city promotion. Models from Delhi, Ludhiana, Kolkata and Pune catwalked on the ramp at the 'Absolut Elegance' fashion show.
marketing@alchempro.com
