“10-15 years ago, people were afraid to drink in front of their parents, that’s no longer the case.”

Name of CEO – Pradeep Gidwani
Name of Company – South Asia Breweries

1. One thing you'd like to change about the Indian market…

The complexities of the tax structure and the many India’s within one India. This is the only industry, where we don’t operate in one India, but in many different India’s. Even Europe is unified.

2. Who do you think sets drinking trends in India?

Consumers who are linked in to what’s happening around the world, through the net or travel are trendsetters, and this is across categories, not just for beverages

3. What according to you is the most overrated drinking fad / drink in India at the moment?

Wine is something which came in and people got very excited about wine, but it hasn't realized it's potential

4. What's the next big thing for India?

More bars opening up, more people going out and more liberal attitudes toward drink. If you look back 10-15 years ago, people were afraid to drink in front of their parents, that's no longer the case.

5. Which is your favourite liquor brand ad campaign?

The Carlsberg Lorry campaign – "Probably the best beer in the world", very simple and basic campaign but gets the message across.

6. Which is your favourite Bar in India and why?

Too many across the country to pinpoint a favourite. Olive is nice, in Mumbai and Delhi, Vie has a fantastic view, Poison has a great crowd, Venom is good in Kolkata, Jaipur has a fantastic bar called Tablu, Blue Bar @ The Taj West end, Toto's in Mumbai, good atmosphere, On Toes, always busy, Gokul, Leopold's, so I have many favourites.., at different times, different bars

7. Who's the one fictional character you’d like to have a drink with

Jerry, from Tom and Jerry. He always keeps his wits and gets the better of other guy.

8. If you were alone on a desert island, which drink would you want with you?

You’re talking to the wrong guy, I enjoy a number of drinks across categories. But if I had only one to chose, then Carlsberg.