Crafting Careers – Industry Insights
Rojita Tiwari is a leading drink professional, Founder & Director of Drinks & Destinations, and an award-winning writer, educator & consultant with 19+ years in the industry! A certified juror at prestigious global wine & spirits competitions, she has won multiple industry awards for her influence and contributions. From launching wine, rum, baijiu, whisky, and tequila brands to curating luxury drinks experiences, Rojita is passionate about storytelling, education, and innovation in the world of drinks. She works with top international and Indian publications and collaborates with leading spirits brands on marketing and strategy.
1. What inspired you to enter the beverage industry?
My entry into the beverage industry was quite unplanned. I began my career as a business journalist in 2003, and in 2006, I interviewed for an editorial position at a publishing house. I joined as the Associate Editor for one of their magazines, which happened to be focused on wines and spirits. That was my initial exposure to the world of drinks. While my role involved editing articles, writing features, and interviewing industry leaders, I realized I needed a deeper understanding of the subject. This led me to pursue formal qualifications in the field, completing multiple levels of the Wine & Spirit Education Trust (WSET) programs in both wines and spirits. What started as a journalistic pursuit gradually turned into a passion for beverages, brand storytelling, and consumer education.
2. What are the challenges faced while marketing alcohol in a country where its direct advertising has been banned?
Marketing alcohol in India presents unique challenges due to stringent advertising regulations. Direct advertising of alcohol is prohibited across traditional platforms such as television, newspapers, and magazines. However, over the years, the industry has adopted innovative and responsible ways to engage consumers. As a writer, educator, and brand consultant, I have explored creative avenues such as: Educating consumers about the heritage, craftsmanship, and versatility of a brand through storytelling. Hosting curated tastings, masterclasses, and luxury experiences that allow consumers to connect with brands firsthand. There are brands who use the surrogate advertising option by leveraging brand extensions like music CDs, water bottles, and merchandise to build brand visibility. Another option is leveraging social media and influencer collaborations to create engaging, brand-aligned content that sparks consumer interest.
While navigating these restrictions requires a strategic approach, it also encourages creativity and innovation in promoting brands responsibly.
3. How do you see content marketing shaping the future of the beverage industry?
Content marketing has become an essential tool in shaping the future of the beverage industry. As direct advertising remains restricted, brands are increasingly turning to storytelling and educational content to engage with consumers. Authentic, informative, and visually appealing content allows brands to build trust, enhance brand perception, and influence consumer choices.
4. How do you stay up to date with the trends in the Alcobev Industry?
Staying informed about industry trends is essential in such a dynamic and evolving space. I adopt a multi-pronged approach to ensure I’m always up to date: Attending international events such as ProWein, Vinexpo, and the Concours Mondial de Bruxelles keeps me informed about emerging trends and innovations. I follow key publications like Drinks International, Wine Spectator, Imbibe, IWSR, Spiritz, Sommelier India and industry reports to stay abreast of global developments. Engaging with industry peers, sommeliers, and brand leaders during panel discussions, competitions, and forums helps me stay connected to evolving trends. Participating in webinars, podcasts, and online forums hosted by global industry experts ensures that I’m exposed to cutting-edge insights and perspectives.
5. What advice would you give to young professionals looking to build a career in the beverage industry?
My advice to young professionals entering the beverage industry is to approach it with passion, curiosity, and persistence. The industry is vast and offers diverse career paths, from brand management and mixology to writing, education, and consulting. Here are a few tips:
Get Certified: Enroll in globally recognized programs such as WSET, CMS (Court of Master Sommeliers), or IWS (Italian Wine Scholar) to build a solid foundation.
Gain Hands-on Experience: Intern at bars, wineries, or beverage companies to develop practical skills and industry insights.
Stay Curious & Network: Attend industry events, tastings, and seminars to build connections and learn from industry leaders.
Find Your Niche: Explore different facets of the industry to identify your strengths and passion—whether it’s wine, whisky, cocktails, or spirits marketing.
Embrace Storytelling: Develop the ability to articulate a brand’s journey and engage consumers effectively, as this skill is highly valued across the industry.
Persistence and adaptability will go a long way in establishing a successful and rewarding career.
6. What are the key skills required to succeed in marketing in the Alcobev Industry?
Succeeding in marketing within the Alcobev industry requires a unique blend of creativity, analytical skills, and industry knowledge. Some of the essential skills include: Crafting authentic narratives that resonate with consumers and reflect the brand’s core values. Leveraging social media, SEO, and influencer marketing to amplify brand visibility and engagement. Understanding evolving consumer preferences and tailoring campaigns to meet market demands. Designing engaging brand experiences through tastings, masterclasses, and live events. Navigating advertising and promotional restrictions while ensuring compliance with industry regulations. And lastly, working closely with cross-functional teams, agencies, and stakeholders to deliver cohesive and impactful marketing campaigns.
A combination of creativity, strategy, and adaptability is key to driving success in this highly competitive and regulated industry.
