Taking drinks brands between India and the UK

I've taken a global brand into India before. At American Express I led the India brand launch, which hit 125% of its new-customer target, and built the emerging-markets playbook the company later used for China. Now I do it for drinks, in both directions.

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Ruchira Neotia signing a cask at Rampur Distillery, Uttar Pradesh

American Express, India launch
125% of the new-customer target

Darjeeling Express, London
Drinks sales up 3x in six weeks; #30 in the UK Top 40 lists, 2024

Diageo, December 2025
Ten Indian single malt brands in one room

Why now

The UK–India trade agreement came into force on 15 July 2026. Scotch duty halved overnight; gin, rum, vodka and brandy follow a slower schedule tied to minimum import prices, and excise is still set state by state. The brands that get their story and their importer right in the first two years will own their category. The rest will arrive to find the shelf taken.

150%

before 15 July 2026

75%

now

40%

by year ten of the deal

India's import tariff on Scotch whisky under the UK–India trade agreement

UK and European brands going to India

I help you work out what the new duty means at your price point, which states and channels to start in, how to tell your story to Indian drinkers, and who to meet first.

Indian brands coming to the UK

The UK is curious about Indian whisky but still buys by category. I build the category story with you and put your bottles in front of the buyers, bartenders and journalists who matter, which is where importer interest comes from.

How it works

A first call

Tell me the brand, the market you want and the money behind it. I'll tell you straight whether there's a route and what it will take.

The market read

Duty at your price point, the states or channels to open first, the story the trade will buy, and the twenty people worth meeting. Written up, with numbers.

Introductions and the first season

Importer and distributor meetings, trade showcases and masterclasses, the right journalists, and representation at trade events in both countries. Editorial support is always labelled.

I am not a sales agent. I open the doors and build the story; your team closes the orders.

Brands pay for my time and expertise.

Coverage is earned: if the work has a story in it, I pitch it to editors on its own merits.

Doors I've already opened

Three Carriages, a flight of three cocktails Ruchira Neotia created for Darjeeling Express

Darjeeling Express, London. Photo: Ming Tang-Evans

Ruchira Neotia presenting ten Indian single malt brands at Diageo for the Worshipful Company of Distillers

Ten Indian single malts at Diageo, for the Worshipful Company of Distillers

The first Indian single malt category on a UK restaurant listDarjeeling Express, 2023Part of a drinks list that tripled beverage sales in six weeks.

Ten Indian single malt brands in one roomDiageo, London, December 2025A first, curated for the Worshipful Company of Distillers.

An Indian single malt listing at Soho Whisky ClubLondon, 2026Added after my category masterclass in May.

The American Express India launchIndia125% of the new-customer target, from the playbook I built.

“Ruchira is a communicator whose work is redefining how Indian whisky and heritage spirits are understood globally.”

The IWSC, announcing the 2026 Emerging Talent in Spirits Communication shortlist. Read it

Tell me about the brand

A short brief is enough to tell whether there's a route.

Thank you. The brief has landed.

That didn't send. Email ruchira@neomargarita.com instead.