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Geist Beers now in Kerala and Kolkata

Geist Brewing Co., the award-winning distribution craft brewery, has expanded its portfolio into Kerala and Kolkata. Its craft beers are now available in cans and kegs across five markets.

Brewed in Bangalore, Geist Brewing Co. is known for its focus on freshness, quality ingredients, and a robust end-to-end cold chain that ensures beer is stored, transported, and served at optimum temperatures. In both Kerala and Kolkata, Geist Brewing Co’s craft beers are available on tap at select bars, restaurants, and hotels, as well as in 500 ml canned formats at retail outlets. In Kolkata, consumers can also order Geist Brewing Co’s canned craft beers for home delivery via Swiggy.

In Kolkata, the company sells Geist Repeat Strong – Export-style Lager; Geist Kamacitra – American-style India Pale Ale; Geist Uncle Dunkel – German-style Dark Wheat Beer; Geist James Blond – Belgian-style Strong Blond Ale; and Geist Witty Wit – Belgian-style Witbier.

In Kerala, Geist Repeat Strong – Export-style Lager; Geist Uncle Dunkel – German-style Dark Wheat Beer; and Geist Witty Wit – Belgian-style Witbier are sold in select outlets.

Narayan Manepally, Co-Founder and CEO, Geist Brewing Co., said, “At Geist Brewing Co., we have always focused on making craft beer accessible beyond our brewery. Kerala and Kolkata are both exciting markets with such an evolving food and beverage culture and a growing appreciation for quality beer. Kerala has been a natural next step for us in strengthening our presence in the South, while Kolkata marks our first entry into the East. With a clear love for well-made craft beer in both these markets, we are happy to introduce our portfolio as we continue expanding our distribution-led presence across India.”

Today, the brand has grown to become a 15,000 sq. ft. distribution craft brewery, with three owned hospitality locations across Bangalore and a strong B2B presence in 300+ on-premise outlets across Bangalore, Hyderabad, West Bengal, Pondicherry, and Mahe, and 600+ retail stores across Bangalore, Kerala, West Bengal and Pondicherry for its Retail 500ml Cans.

Pernod Ricard India introduces Cheers VRorld

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Marking an industry-first in India’s alco-beverage sector, Pernod Ricard India (PRI) has launched Cheers VRorld, a virtual reality (VR) powered onboarding experience for new employees across its locations in India. Moving away from traditional methods of onboarding, new joiners are inducted in real-time through a fully immersive 360-degree story-telling format using VR headsets. The virtual experience brings PRI’s culture of conviviality to life through leadership connects, brand galleries, plant and retail markets visits, that defines everyday life at the organisation.

Whether an employee joins the manufacturing plant in Nashik, the headquarters in Gurugram, or a regional office in Hyderabad or Pune, the onboarding experience is consistent, creating a shared starting point, anywhere and anytime, for all new employees across the organisation.

The virtual journey begins with a personal welcome from PRI’s CEO and ends with an orientation across the leadership team. This early virtual introduction creates a sense of familiarity allowing employees to recognise the senior leaders behind the roles from the very start.

They then travel virtually to the company’s state-of-the-art manufacturing facility in Nashik to witness the craftsmanship behind its iconic brands, from grain to glass. The journey continues into real market environments, both on-trade and off-trade, capturing the pace and vibrancy of the business. At every stage, employees are not passive viewers, but active participants discovering more about the various facets of the organisation at their own pace with interactive elements such as avatars, quizzes and guided touchpoints being introduced throughout.

Nitu Bhushan, Chief Human Resource Officer, Pernod Ricard South Asia said, “Onboarding is the first moment where new employees begin to form a connection with the organisation, Cheers VRorld allows us to deliver that moment in a way that is consistent, immersive and deeply personal. It enables every new colleague to get introduced to our company right from the top leadership, office culture to witnessing how our iconic brands come to life in our plant and gain a deeper understanding of the business. As creators of conviviality, this virtual onboarding experience is an extension of our people-first culture to spark meaningful connection with new colleagues beginning their journey in the company.”

Cheers VRorld is yet another industry-first initiative by PRI, leveraging technology in its people policies and practices. The initiative reinforces PRI’s commitment to building a future ready, people first organisation. Successfully piloted with around 100 new employees across 14 locations, the programme will be scaled further this year, PRI press release said.

Tilaknagar Industries delivers Robust Volume and Revenue Growth in Q3 FY26

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Tilaknagar Industries Limited (TI) has reported strong volume growth, revenue momentum and sustained profitability in the third quarter FY26. TI’s total volumes grew by 76.1% year-on-year to 53.1 lakh cases. This included Imperial Blue volumes of 17.9 lakh cases for December 2025 and Ex-Imperial Blue volumes of 35.2 lakh cases, reflecting a steady 16.8% year-on-year growth.

For the nine months ended December 31, 2025 (9M FY26), total volumes increased by 40.5% year-on-year to 119.3 lakh cases. Ex-Imperial Blue volumes stood at 101.4 lakh cases, registering a healthy 19.5% year-on-year growth, highlighting strong underlying demand and continued market share gains.

Net revenue for Q3 FY26 stood at ₹664 crore, marking a robust 95.0% year-on-year growth. Revenue adjusted for subsidy grew by 89.2% year-on-year. Ex-IB net sales realisation (NSR) improved from ₹1,161 per case in Q3 FY25 to ₹1,209 per case in Q3 FY26, reflecting a favourable product mix and impact of continued premiumisation.

On the profitability front, EBITDA (adjusted for subsidy income) for Q3 FY26 stood at ₹90 crore, registering a 49.6% year-on-year growth. EBITDA margin for the quarter was 14.0%. The Advertising & Promotional reinvestment rate (as a percentage of subsidy-adjusted net revenue) increased from 1.1% in Q3 FY25 to 1.2% in Q3 FY26, reflecting continued investments behind brands.

For 9M FY26, EBITDA (adjusted for subsidy income) stood at ₹206 crore, up 28.5% year-on-year. EBITDA margin for the nine-month period was 14.6%. The A&P reinvestment rate strengthened to 1.5% compared to 0.7% in the corresponding period last year, underscoring TI’s focus on building long-term brand equity.

Amit Dahanukar, Chairman & Managing Director, Tilaknagar Industries said, “As we progress with the integration of Imperial Blue into our portfolio, we have established dedicated work-streams across operations, distribution, systems and human capital to ensure a smooth transition and synergy realisation, strengthening our pan-India presence. With improving realisations, disciplined cost management and focused brand investments, we remain confident of driving sustainable profitable growth in the years ahead.”

A clearly defined strategic roadmap built around category leadership, premiumisation, margin expansion and accelerated deleveraging would help TI remain focused on disciplined execution and sustainable value creation for all stakeholders, Dahanukar added.

Uttar Pradesh hikes Liquor Prices, launches 3-Year Export Policy

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The Uttar Pradesh government has approved a sweeping new excise policy that will come into force on April 1, 2026. The policy is a combination of price revisions, structural reforms, and export-oriented measures that mark a significant shift in how India’s largest liquor market regulates and monetises the alcohol sector.

The policy’s immediate impact is on liquor prices and retail licensing. Importantly, Uttar Pradesh has become the first state in India to introduce a standalone three-year Excise Export Policy from 2026 to 2029, signalling a strategic intent to transform UP from a consumption-driven market into a production and export hub.

The export-oriented policy allows liquor and other excise goods manufactured in UP to be exported directly to international markets under a structured and predictable regulatory regime. Until now, most Indian states focussed their excise policies primarily on domestic consumption and revenue generation, with exports remaining incidental. By establishing a formal export roadmap, UP is seeking to encourage investment in distillation, bottling, and value-added production, while enabling local manufacturers to tap global demand for Indian spirits, particularly molasses-based country liquor and grain-based spirits.

Discontinues Standalone IMFL and Beer Shops

The policy also introduces a major structural change in retail distribution by discontinuing standalone Indian Made Foreign Liquor (IMFL) and beer shops. Going forward, composite shops will become the dominant retail format, although strict separation rules will apply within outlets. IMFL and country liquor will not be permitted to be sold from the same shop counters, and canteen facilities inside composite shops will also be discontinued. This restructuring is aimed at improving regulatory clarity, reducing misuse of retail licenses, and creating a more organised retail ecosystem.

In another significant move, the state has introduced separate licensing provisions for low-alcohol beverages such as wine, ready-to-drink products, and beer for off-premise consumption in major urban centres including Lucknow, Noida, Ghaziabad, Varanasi, Agra, and Prayagraj. This is a progressive step that reflects changing consumer preferences, particularly among urban consumers who are increasingly shifting toward lower-alcohol and premium lifestyle beverages. By creating dedicated retail channels, the government aims to expand consumer choice while improving compliance and monitoring.

Price hike from April 1

Local liquor prices will increase by approximately ₹5 per bottle starting April 1. For example, a bottle of local liquor with 36% alcohol content will see its price rise from ₹165 to ₹173. The price increase applies across bottle sizes, including miniature and half-quarter bottles, ensuring uniformity in tax realisation across packaging formats.

Foreign liquor will see a steeper increase, with prices rising between ₹10 and ₹30 per bottle depending on the category and brand positioning. This differential pricing approach reflects the government’s strategy of protecting the affordability of local liquor while maximising revenue from premium and imported segments, which are less price sensitive and contribute disproportionately to excise collections.

‘Baccha’ Packet Launched

The new policy has also introduced an entirely new miniature pack format that represents another first for the state. A 100 ml miniature pack of grain-based country liquor with 42.8% strength, popularly known as a ‘Baccha’, has been launched at a retail price of ₹50. This innovation is expected to cater to price-sensitive consumers while bringing smaller-volume consumption into the formal retail system, thereby reducing illicit sales and improving tax compliance.

In terms of product standardisation, molasses-based country liquor will now be available in 36% and 25% alcohol strengths in 200 ml tetra pack formats. Grain-based Uttar Pradesh Made Liquor (UPML) will be offered at 42.8% strength in both 200 ml and 100 ml packs, and at 28% strength in 200 ml packs. These changes reflect a broader effort to modernise packaging, improve product consistency, and align with evolving consumer expectations.

E-lottery system of shop allotment

Liquor shops across the state will now be allotted through an e-lottery system, replacing earlier allocation models that were often criticised for lack of transparency. The use of digital allocation is expected to enhance fairness, reduce administrative discretion, and encourage wider participation from legitimate operators.

License fees have been increased by 7.5% for retail foreign liquor shops, and a similar increase has been applied to beer retail licenses. This upward revision aligns with the state’s broader revenue optimisation strategy while still maintaining sufficient margins for retailers. At the same time, the quota for local liquor shops in urban areas will be reduced, reflecting an effort to rationalise retail density and prevent excessive clustering of liquor outlets in cities.

The policy also includes provisions aimed at supporting premiumisation and diversification within the alcohol sector. By enabling structured licensing for wine and ready-to-drink beverages, the government is acknowledging the rapid evolution of consumer tastes, particularly among younger and urban demographics. This segment has shown strong growth in recent years, driven by rising disposable incomes, exposure to global drinking trends, and the emergence of lifestyle-oriented consumption patterns.

The excise reforms also align with the government’s broader goal of improving regulatory efficiency and transparency. Digital allocation systems, structured licensing frameworks, and clear separation of product categories are expected to reduce leakages, improve enforcement, and create a more predictable operating environment for industry participants.

Ambitious Excise Revenue Target of ₹71,278 crore

The financial impact of these measures is expected to be substantial. The state government has set an ambitious excise revenue target of ₹71,278 crore for the financial year 2026-27, reflecting its confidence in the new policy’s ability to expand revenue streams while supporting industry growth.

Recent revenue performance provides strong evidence of the sector’s growth trajectory. Excise revenue in Uttar Pradesh reached ₹43,975.15 crore as of January 2026, representing a robust year-on-year increase of 16.03%. This growth demonstrates the continued expansion of the state’s alcohol market, driven by population size, urbanisation, rising incomes, and improved regulatory enforcement.

According to State Excise and Prohibition Minister Nitin Agarwal, the excise department collected ₹6,074.80 crore more in revenue compared to the same period in the previous financial year. Collections stood at ₹37,900.35 crore in January 2025, highlighting the scale of growth achieved over just twelve months. The state has already achieved 89.92% of its revenue target of ₹48,900 crore for the financial year 2025-26, indicating strong momentum heading into the next fiscal cycle.

Monthly performance has also been particularly strong. In January 2026 alone, excise collections reached ₹4,148.20 crore, marking a 23.60% increase compared to ₹3,356.26 crore collected in January 2025. The year-on-year increase of ₹791.94 crore for the month underscores the effectiveness of enforcement measures, pricing adjustments, and structural reforms introduced in recent years.

By introducing India’s first standalone excise export policy, modernising retail licensing, rationalising product formats, enabling export opportunities, and implementing targeted price increases, Uttar Pradesh is strengthening its position as the country’s largest and most strategically managed liquor market. With strong revenue growth already underway and ambitious targets set for the coming fiscal year, the new policy is expected to further consolidate excise as one of the state’s most important sources of own tax revenue while also fostering industrial growth and regulatory transparency.

Industry Shake-Up: Amar Sinha Exits Radico Khaitan to Join ABD as New Managing Director

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In one of the most talked-about leadership changes in India’s spirits sector this year, Amar Sinha, Chief Operating Officer of Radico Khaitan Limited has moved after nearly a decade at the helm of operations and joined Allied Blenders & Distillers (ABD) as their new Managing Director in a senior leadership role. Our sources confirmed the move and this also marks a significant talent shift at a time of heightened competition and strategic repositioning across the Indian alcoholic beverages market.

Sinha’s departureconcludes a tenure during which Radico navigated a major premiumisation drive, expanding its branded portfolio and market footprint. Radico’s market capitalisation in the past decade has increased from around ₹1,600 crore at the start of his tenure to nearly ₹40,000 crore, as it sharpened focus on high-growth segments of whisky, vodka, rum and brandy. Sinha states that his decision was ‘purely personal’.

Sinha’s move to ABD also signals the growing ambition of the Mumbai-headquartered listed spirits company – best known for its flagship Officer’s Choice whisky and growing global distribution network. This naturally is a strategic move with ABD actively seeking experienced leadership to bolster its premium portfolio and market execution at a time when competitive intensity in both domestic and international segments is rising.

Radico Khaitan, one of India’s oldest and largest manufacturers of Indian Made Foreign Liquor (IMFL) has also made its own changes at the top. They’ve promoted Kunal Madan as the CMO and Sudhir Upadhay as the Chief Sales Office. The company also recently launched Rampur Virasat Whisky and today boasts a diversified portfolio that includes brands such as 8 PM Whisky, Magic Moments Vodka, Morpheus Brandy and Rampur Indian Single Malt.

The transition underscores the dynamic talent flows in India’s alco-bev sector amid ongoing premiumisation, brand innovation and consolidation. For Radico, the challenge will be to sustain momentum with newly elevated internal leaders; for ABD, Sinha’s appointment brings fresh operational heft as it seeks to scale further.

RTDs Off Telangana Shelves, Government Sitting on Dues

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Breezer enthusiasts across Telangana are facing shortage of the fizzy ready-to-drink beverage. From small neighbourhood wine shops to large premium liquor stores in Hyderabad and other cities in Telangana, the absence of RTDs has become increasingly visible. What began as intermittent supply gaps has now evolved into a full-fledged shortage across the state, triggered by unresolved payment issues between liquor manufacturers and the Telangana excise department.

Industry sources say the disruption stems from mounting outstanding dues, prompting at least one major company to suspend dispatches to the state. This marks the second such episode in recent times where supply has been halted over delayed payments. The situation echoes earlier tensions in the beer segment, when leading breweries temporarily stopped supplying Telangana after receivables stretched well beyond standard credit cycles. For several weeks during that episode, popular beer brands were either unavailable or in short supply, highlighting the vulnerability of a system heavily dependent on timely state payments.

Supplies Plunged to 1,370 Cases

Fresh data underscores the severity of the current RTD slump. In January, supplies plunged to just 1,370 cases, a fraction of regular volumes and barely around 7% of typical monthly stock. The decline is stark compared to 26,432 cases in the preceding month. The contrast is even sharper when viewed against December 2025, when supplies had surged to nearly 1.75 lakh cases before falling off dramatically. Within weeks, a once-thriving category has slowed to a trickle.

RTDs, often marketed as breezers, are pre-mixed alcoholic beverages combining fruit flavours, sweeteners and carbonation. With alcohol levels typically ranging between 4.8% and 5% ABV, they are comparable to beer in strength but appeal to consumers seeking smoother taste profiles and convenient packaging. Over the past decade, Telangana had evolved into one of India’s strongest RTD markets. From a segment valued at around Rs 100 crore in its early years, annual consumption had grown to nearly 10 lakh cases. The expansion was fuelled by urbanisation, rising disposable incomes and a noticeable shift among younger consumers toward lighter, lifestyle-driven drinking options.

The current disruption has exposed structural weaknesses in Telangana’s liquor distribution framework. Under the state-controlled model, manufacturers rely on government channels for payment clearance. When dues accumulate, working capital pressures mount quickly. According to industry insiders, while the government had cleared a portion of earlier outstanding amounts, fresh dues have again built up, prompting suppliers to reassess dispatch schedules.

The RTD shortage follows a similar pattern witnessed in the beer industry. In the recent past, several beer producers reportedly paused or reduced supplies after delayed payments created cash flow constraints. For breweries, which operate with significant input costs and logistics commitments, prolonged payment cycles can disrupt procurement of raw materials and production planning. The temporary beer shortage that followed served as a warning signal to the broader alcobev ecosystem in the state.

Excise Major Revenue Source for Government

At the heart of the issue lies Telangana’s dependence on excise revenue. Liquor sales constitute one of the state’s largest sources of internal revenue. In recent years, excise targets have steadily risen as the government seeks to maximise collections. These funds play a key role in supporting a range of welfare guarantees and subsidy schemes promised to various sections of the population. As fiscal commitments expand, maintaining strong liquor revenues has become increasingly important to the state’s financial planning.

Suppliers have been hesitating to dispatch fresh stock without clarity on receivables, which in turn has been affecting product availability and potentially dampening excise collections. Reduced sales volumes are tightening liquidity further, creating a challenge for both the state and manufacturers.

The present crunch is compounded by limited local manufacturing options. Only a small number of players currently have the necessary approvals to produce RTDs within Telangana. With large national suppliers halting shipments and domestic production yet to scale adequately, the supply chain has thinned considerably. Retailers say they are operating with minimal visibility on restocking timelines.

For consumers, the shortage disrupts more than routine purchases. RTDs had become a popular choice at social gatherings and urban nightlife events, particularly among first-time drinkers and those preferring lighter alternatives to spirits. The category’s growth reflected changing consumption habits, where branding, flavour innovation and moderate alcohol content resonated strongly with young professionals and women consumers.

Market analysts caution that repeated supply interruptions could influence how companies prioritise markets. If payment uncertainties persist, manufacturers may channel inventory toward states with smoother settlement mechanisms. Telangana, once regarded as one of the country’s most dynamic alcobev markets, risks losing momentum if disruptions become frequent.

Industry sources indicate that companies remain hopeful of a near-term settlement, but until payments are processed and dispatches resume, shelves are likely to remain understocked. The government has yet to publicly outline a definitive timeline for clearing outstanding amounts. For now, the vibrant fizz that defined Telangana’s breezer boom has temporarily lost its sparkle.

SOM Distilleries Reports Sequential Growth in Q3 FY26

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SOM Distilleries and Breweries Limited has reported a steady sequential improvement in its third quarter performance for FY26 while delivering a strong nine-month showing that underlines sustained scale and profitability momentum, according to its unaudited consolidated financial results for the quarter and nine months ended December 31, 2025, reflecting resilience in a dynamic and competitive alcoholic beverages market.

For the quarter ended December 31, 2025, the company posted consolidated revenue from operations of ₹48,254.94 lacs, marking a sequential increase over ₹47,636.17 lacs recorded in Q2 FY26, signalling stable demand conditions across key markets and disciplined execution strategies despite industry headwinds. Profit before tax for the quarter stood at ₹741.19 lacs while profit after tax came in at ₹548.47 lacs, translating into earnings per share, both basic and diluted, of ₹0.26. The sequential uptick in revenue indicates that the company has been able to maintain traction across its core categories, leveraging its established distribution network and diversified product portfolio to sustain volumes and pricing discipline.

The nine-month consolidated performance further reinforces the company’s growth narrative, with revenue from operations reaching ₹1,84,345.74 lacs during the period, reflecting the benefits of scale and consistent market demand across states. Profit before tax for the nine months stood at ₹9,324.30 lacs while profit after tax was reported at ₹6,704.95 lacs, with basic earnings per share at ₹3.23. The numbers point to sustained profitability and operational stability, underscoring the company’s ability to manage input costs, optimise production efficiencies and protect margins in a business environment that continues to see regulatory shifts and evolving consumer preferences.

Significantly, the standalone performance presents an even sharper picture of growth momentum. In Q3 FY26, standalone revenue from operations was reported at ₹15,599.76 lacs, while profit after tax stood at ₹747.46 lacs, resulting in earnings per share of ₹0.36. The standalone profitability in the quarter highlights stronger margin delivery at the core operating entity level, reflecting efficiency improvements and tighter cost controls.

For the nine months ended December 31, 2025, standalone revenue from operations rose to ₹78,020.08 lacs, higher than ₹76,219.57 lacs recorded in the corresponding previous period, demonstrating continued topline expansion. More notably, standalone profit after tax surged to ₹6,130.12 lacs compared with ₹4,174.33 lacs in the corresponding previous period, reflecting a substantial improvement in profitability and operational leverage. Earnings per share for the nine-month standalone period increased to ₹2.95 from ₹2.14 in the previous corresponding period, underscoring improved shareholder returns and a stronger margin profile.

The growth in standalone profitability suggests enhanced efficiency across manufacturing operations, improved product mix and potentially stronger performance from higher-margin segments within the company’s portfolio. The margin expansion also indicates disciplined cost management at a time when input prices and regulatory costs remain key variables for the alcoholic beverages industry.

With a diversified portfolio spanning premium beers, spirits and ready-to-drink offerings, SOM Distilleries continues to focus on strengthening operational efficiencies and expanding its footprint across domestic and export markets. The company’s strategic emphasis on disciplined cost control, manufacturing optimisation and calibrated market expansion appears to be supporting stable earnings momentum even as industry dynamics evolve.

Headquartered in Bhopal, Madhya Pradesh, SOM Group of Companies has established itself as one of India’s leading alcoholic beverage manufacturers with a strong presence across multiple states and exports to international markets. Its portfolio includes flagship brands such as Mahavat Whisky and Bhimbetka Single Malt, along with popular beer brands including Hunter, Sunny Beaches, Power Cool, Black Fort and Woodpecker, among others. Backed by state-of-the-art manufacturing facilities and ongoing investments in capacity and distribution, the company continues to position itself for sustainable long-term growth in India’s expanding beverage alcohol market.

Overall, the Q3 FY26 sequential revenue growth combined with robust nine-month standalone profitability signals that SOM Distilleries is maintaining operational resilience while strengthening its earnings trajectory, reinforcing its standing within India’s competitive alco-bev landscape and signalling continued focus on scale, efficiency and profitable expansion.

Malabar Distilleries soon to Launch Affordable IMFL Brand

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Malabar Distilleries, Kerala government’s second distillery, is working on brand registration for an affordable Indian Made Foreign Liquor (IMFL) brand. The Excise department is expected to give clearance for the same soon. After the launch of the low-cost ‘Jawan’ brand by Travancore Sugars and Chemicals in Thiruvalla, the Kerala State Beverages Corporation (Bevco) is working on the new IMFL brand to be produced at Malabar Distilleries

A public contest to suggest a brand name and logo had triggered controversy. Following High Court intervention, court approval became mandatory for finalising the name. Over 10,000 suggestions were received from the public of which 100 have been shortlisted and the final name will be decided at the BEVCO board meeting.

According to reports, construction of the blending unit is progressing rapidly. Storage facilities for extra neutral alcohol (ENA), water and blended liquor are ready. The three-line blending unit will have a daily production capacity of 13,500 cases.

Meanwhile, Malabar Distilleries has agreed to pay Rs 4.47 crore in provident fund dues of the defunct Menonpara Cooperative Sugar Factory. The first instalment of Rs 1.61 crore has been paid. Once the remaining amount is cleared, the dues can be settled, and the factory’s land reclaimed by clearing the lien.

Royal Stag Reveals the #RS Code in partnership with Rohit Sharma and Paddy Upton

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At a time when cricket fever is at its peak, Seagram’s Royal Stag Packaged Drinking Water has unveiled the Royal Stag Code of Large (#RS Code), a first-of-its-kind, data-backed initiative with brand ambassador and former team India captain Rohit Sharma and mental conditioning coach Paddy Upton.

The #RSCode is the outcome of an in-depth data analysis of Rohit Sharma’s career using data science combined with Royal Stag’s brand ethos centered around celebrating the philosophy of Living in the moment and Living it Large. The process unearthed 4 unique personality traitsthat lay the foundation of decoding success, the manifestation of which would be unique to every individual.

The four defining traits consistently underpin Rohit’s success — traits that are a true reflection of Royal Stag’s long-standing philosophy.

To bring credibility to the whole initiative, the campaign features Paddy Upton, who anchors the initiative as a subject-matter expert, translating performance data into meaningful insights.

This RS Code is built on four traits — Selfless, where team success always outweighs personal milestones; Driven where every moment is celebrated and is seen as the stepping stone for a new beginning; Fearless, which tests one’s ability to adapt to higher responsibilities and Inspiring, where one’s leadership is not only motivational but contagious. Together, these form the Royal Stag Code of Large, #RSCode, a philosophy that transcends beyond cricket and applies to life.

The RS Code is brought to life through a phased, digital-first campaign designed to build intrigue and engagement. It began with a teaser by Rohit Sharma and Paddy Upton, which sparked curiosity around the RS Code, followed by the official reveal through a high-impact Talk show between Rohit Sharma, Paddy Upton hosted by Vikram Sathe. It seamlessly blends data-backed insights with storytelling and real moments, including a surprise appearance by Suryakumar Yadav that reinforces the ‘Inspiring’ trait of the RS Code.

The campaign is powered by an innovative AI‑driven #RSCode Finder that invites audiences to discover their own personalised Code of Large. By answering a few simple questions, consumers can decode their unique code, which is then revealed through a personalised video message from Rohit Sharma – creating a highly engaging and personal brand experience.

Speaking about the campaign, Debasree Dasgupta, Chief Marketing Officer, Pernod Ricard India, said, “Speaking about the campaign, Debasree Dasgupta, Chief Marketing Officer, Pernod Ricard India, said, “Royal Stag as a partner of ICC, allows us to deliver a truly “Live it large” experience to die-hard cricket fans everywhere. This year, we are giving each fan the power to craft their own Live It Large Story through this unique AI platform that integrates with the brand’s commitment to relishing every moment in their journey to success. The Royal Stag Code brings our ‘Live It Large’ philosophy to life in a meaningful way. By decoding Rohit Sharma’s success through a data driven approach, we are empowering individuals to follow their own path to success and live life large.”

AB InBev India Plans 16,000 Tons of Domestic Barley Procurement in 2026

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AB InBev India on February 10 marked the 6th Annual Barley Growers Day in Chomu, Rajasthan, in the presence of Jhabar Singh Kharra, Minister of Urban Development & Self-Governance, Government of Rajasthan, reinforcing its commitment to strengthening India’s barley ecosystem through its flagship SmartBarley Programme.

The initiative continues to empower over 2,000 farmers across Rajasthan, Haryana and Uttar Pradesh, while advancing sustainable agriculture, scientific farming practices and resilient local supply chains. In India, the SmartBarley programme has delivered results over the last decade across its three core pillars, farmer skill development, digital connectivity and financial empowerment.

Commenting on this edition, Ingrid De Ryck, Chief Sustainability Officer, AB InBev said, “SmartBarley reflects how sustainability comes to life at AB InBev, through strong local partnerships, innovative agriculture practices and a deep commitment to farmers’ livelihoods. We are grateful to our farmer partners for their leadership and openness to innovation. By investing in skills, connectivity and sustainable agriculture practices, we are helping farmers build resilience while advancing our global ambition to source high quality ingredients and strengthen agricultural ecosystems for the long term.”

The 2026 edition of Barley Growers Day brought together farmers, agronomists, research experts, supply-chain partners and policymakers for a full day of knowledge-sharing, innovation showcases and farmer recognition. The event spotlighted AB InBev India’s focus on technology-enabled, sustainable barley cultivation, at a time when domestic malt-quality barley is becoming increasingly critical for India’s agri and beverage value chain.

Globally, AB InBev operates agriculture programmes across key barley-growing regions to support farmers with science-based agronomy, sustainable agriculture practices, digital tools and stronger market access. In India, this global approach is translated into deep, long-standing partnerships with barley farmers. In India, AB InBev has been working with barley farmers since 2009, with the SmartBarley framework formally launched in 2016. The company said it will continue to expand the programme into new regions, increase per-farmer land allocation to malt-quality barley and deepen long-term farmer partnerships.

“We thank our farmer partners for their trust and adoption-led regenerative practices. Their partnership is what turns ambition into measurable outcomes and builds the resilient barley supply chains of the future,” said Arun Jacob Mathews, Director – Procurement & Sustainability, AB InBev India. “We have proven that when farmers are equipped with regenerative agriculture practices and timely insights, they build the resilient supply chains of the future.”

As part of its broader commitment to farmer well-being, AB InBev India is also supporting a vision care intervention for barley farmers in Rajasthan. In partnership with VisionSpring Foundation, the company is facilitated vision screenings and prescription eyeglass provision for 400+ barley farmers in Chomu, addressing a critical yet often overlooked factor affecting farm productivity and safety. The initiative builds on insights from a previous pilot, which revealed that a significant proportion of farmers were living with uncorrected vision impairments despite the vision-intensive nature of agricultural work. Research-backed evidence indicates that correcting vision can improve productivity by up to 30%, while also enhancing comfort, confidence and workplace safety. Through targeted, high-impact health interventions, AB InBev India aims to remove structural barriers that limit farmer potential and strengthen resilience across its agricultural value chain.

SmartBarley continues to scale as AB InBev India’s farmer‑first platform, linking science, digital tools and market access to strengthen domestic barley sourcing. The company said it will advance evidence‑based interventions, and 2026 procurement plans to build more resilient, local supply chains. Barley Growers Day 2026 is part of AB InBev’s global ‘Cheers to Farmers’ platform, underscoring that resilient agricultural systems are foundational to sustainable business growth, delivering measurable outcomes for farmers, supply chains and the broader agri‑economy.