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Courtesy: Stranger and Sons
Synopsis
Stranger & Sons wants to be an aspirational Indian gin brand. In order to achieve that, it is limiting its potential consumer base to the top 2% of the population by income who can pay for expensive alcohol. But how sustainable is this strategy in a price-sensitive and whiskey-dominated market like India?
This New Year’s celebration was like none other. Confined to our homes, while missing the dressing up and the dance floor, the party mood, however, was still in full swing and the spirits were high. Thanks to a smaller guest list, fewer get-togethers across the year, and months of saved discretionary income, most consumers are now open to experiment with premium alcohol brands.“When we started, we weren’t looking to replace any gin brand in the

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