CELEBRATING EXCELLENCE IN LIQUOR RETAIL
The India Drinks Retail Awards (IDRA) is a groundbreak-ing initiative in India designed to honour the unsung. heroes of the alcohol industry-retailers. This platform has been created to recognize and celebrate liquor retail-ers’ critical role as the primary customer interface. shaping consumer experiences and driving the success of alcohol brands across the country.
Liquor retail in India is undergoing a transformation. The industry is evolving rapidly from sprawling, aesthetically designed store layouts in metros to sophisticated retail spaces in smaller cities. Yet, liquor retailers’ contributions often go unnoticed, overshadowed by the prominence of on-trade channels. IDRA seeks to bridge this gap by shining a spotlight on the retail sector, celebrating its achievements, and setting benchmarks for excellence.
Objectives of IDRA
IDRA is an initiative under 30BestBarsIndia, co-founded in 2019 by Vikram Achanta and Radhakrishnan Nair of Bar 30 India LLP. 30 BestBarsIndia aim has been to raise aware-ness about the rising standards of Indian bars and bever-ages both nationally and internationally. Top bars in 30Best BarsIndia’s annual ranking have gone on to make their mark on global bar ranking lists.
30 BestBarsIndia has, over the last five years, become a gold standard in the bar industry for rating and ranking Indian bars. This has largely been because of the indepen dence of our jury and the scrupulously objective method-ology followed in the process of evaluating the bars. We will be following a similarly rigorous process in evaluating the liquor retail stores and chains for the IDRA rankings. and awards. The idea, as in the case of 30 Best BarsIndia, is to highlight the best practices and excellence in the indus-try to help raise the standards to the level of the best in the world.
As part of this objective, IDRA will also offer value additions to Indian liquor retailers in the area of upskilling store owners, managers and counter salesmen. This will include alcohol-information-related workshops, WSET Level 1 and Level 2 courses in wines, spirits and beer, and EWA (Edinburgh Whisky Academy) Courses in Scotch Whisky, Gin and Irish Whiskey, as well as masterclasses in areas like retail software, store layout, design, and merchandising. As indicated earlier, the idea is to work with the industry to raise the standards to the level of international retail.
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Consulting Editor- Gopal Joshi
