“In beer we are the trend setters. But frankly speaking, nowadays the trend setters are the people going out to pubs and malls.”

Raja and I are sitting at the ideal place to enjoy a pint of beer, Geoffrey’s a quintessential English pub at the Palms Country Club in Gurgaon. Palms has recently installed Hoegaarden and Stella on tap. The draught beer is imported and represents yet another bold move by the Belgian beer brewing giant. I’m here for a relaxed chat with Raja (also joined by Shimoni, Inbev’s marketing services manager).

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

Get one simple unified tax structure for alcohol.

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

In beer we are the trend setters. But frankly speaking, nowadays the trend setters are the people going out to pubs and malls.

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

Single Malts.

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

Specialty Beers. Wines. Food and Beverage revolution in terms of bigger chains coming in with chains like Geoffrey’s (where we are sitting) expanding. You will see the change especially in Tier 2 and Tier 3 cities. Pizza Hut, Costa Coffee, etc. are all doing very well. When you are spending money you would like to go to a nice atmosphere, listen to some good music.

5. Which is your favourite liquor brand ad campaign?

Very few people have seen it. It was a Gordon Gin’s ad campaign. When Smirnoff was introduced, their ad of people seeing through the bottle was good. Also when Gilbey’s Green Label was launched, their tag line of “kuch paana hein, kuch kar dikhana hein” was nice.

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

Smokehouse Grill in Delhi. It belongs to friends of mine! But the best place in India to go down and have a drink is either Café Leopold’s or Mondegar in Mumbai. Undoubtedly. I went to college in Kolkata and my favourite bar there was Bar B Q on Park Street, also owned by friends of mine. Another interesting place in Kolkata is Peter Cat whose Chelo Kebab’s are legendary. It’s also the only place I’ve seen which have “Something” and “Anything” listed on their menu. When I took my wife there, I asked her what she would like to eat and she said “Something”, so that’s what I ordered and she was amazed when the waiter brought it!

7. Which of your competitors gives you sleepless nights?

None.

8. The one fictional character you’d like to have a drink with…

Tintin

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

Stella Artois