United Spirits preparation platform owned by Diageo for the home delivery of alcohol

United Spirits Ltd (USL), owned by Diageo, which makes the Black Dog Scotch and Signature Whiskey brands, is building its online platform for home delivery of products at a time when liquor companies and government bodies industry are urging state governments to consider delivering alcohol to the consumer’s doorstep.

USL will use its In.thebar.com platform for online sales, a company official told Mint. Currently, he is testing the platform in beta, hosting content, and building communities.

“Depending on the regulatory environment, how the model evolves, there could definitely be an integration of (In.thebar.com) for home delivery,” said Hina Nagarajan, Managing Director and CEO of Diageo India. , in Mint. The platform, which was launched last quarter in India, is also present in other countries.

As alcohol is a state subject, India does not have a national policy on home delivery of products. Some states like Maharashtra, Odisha and West Bengal have allowed companies to deliver alcohol to consumers at home through aggregators such as Swiggy.

Apps like Living Liquidz, Hip Bar and Spiritzone deliver alcohol to consumers at home in some states. Swiggy has also partnered with over a dozen licensed liquor stores to carry the best brands.

Industry associations have urged states to consider more convenient forms of alcohol access, including the home delivery option amid a surge in COVID-19 cases, as it would prevent crowding in retail outlets.

Last month, industry body International Spirits & Wines Association of India (ISWAI) sought permission from the Delhi government to deliver liquor to homes in the city despite restrictions imposed due to the COVID-19 pandemic. 19.
The industry association – which includes renowned international companies such as Bacardi, Diageo, Brown Forman, Pernod Ricard, Moet Hennessy, Beam Suntory and William Grant & Sons – is pushing for door-to-door alcohol delivery from the second half of 2020. ISWAI said it is willing to work with states to develop comprehensive regulations and safeguards for alcohol home delivery.

Meanwhile, Karnataka has strongly resisted the idea of ​​door-to-door alcohol delivery to consumers, The Times of India reported.

“In Karnataka and especially in Bengaluru, the IT-BT capital of the nation and Silicon Valley of India, the government has not yet considered this option,” ISWAI CEO Nita Kapoor told TOI. .

While the association said it was pursuing the matter with the government, Karnataka Excise Minister K. Gopalaiah said no such appeal had been submitted to him or the ministry.

The state government is prepared to consider industry suggestions as long as they remain within reasonable scope and ensure liquor licensees do not lose their jobs, the minister said.

Meanwhile, the Maharashtra government on January 27 allowed supermarkets and shops to sell wine directly to consumers to boost the wine industry and support grape growers in the state.

“In supermarkets, sealed wine bottles will be sold directly to consumers. The government will issue the FL and AXC license to supermarkets and stores to sell wine. The condition is that the size of the stores should be at least 1000 square feet,” the Maharashtra cabinet said.

(Edited by : Shoma Bhattacharjee)

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