‘The Fashion Installation Show’ by Radico Khaitan: A CX Triumph at AlcoBev India 2025
At AlcoBev India 2025, Radico Khaitan proved once again why it is a CX pioneer in the alcobev industry. From product to presentation, and strategy to storytelling, the brand delivered an experience that was immersive, innovative, and impossible to ignore. Held in New Delhi on April 23, 2025, this landmark event was co-organized by the Confederation of Indian Alcoholic Beverage Companies (CIABC) and APEDA, aiming to push the boundaries of India’s alcobev ecosystem.
Radico Khaitan played a pivotal role in shaping the narrative of the event. As one of CIABC’s most influential members, the brand demonstrated not only its market leadership but also its unwavering focus on customer experience (CX). By blending policy dialogue with brand storytelling, Radico crafted a multi-dimensional journey for all attendees.
Setting the Stage for Transformation
Right from the morning sessions, AlcoBev India 2025 buzzed with dynamic energy. Policy makers, senior bureaucrats, global partners, and industry leaders joined forces to discuss taxation reforms, premiumisation, and global competitiveness. Radico Khaitan stood out through its collaborative spirit and forward-thinking stance.
Moreover, the presence of officials from the Ministry of Food Processing Industries, Department of Commerce, APEDA, and State Excise departments added immense credibility to the initiative. Their active participation validated the industry’s push toward progressive policies and seamless ease of doing business.
Customer-Centric Storytelling: The Heart of the Evening
While the daytime was packed with policy and strategy, the evening celebrated style, emotion, and storytelling. Here, Radico Khaitan brought a new dimension to the customer journey—one that was not only about tasting but also about feeling.
Titled ‘The Spirit Awakens’, the fashion installation show was the creative high point of the event. Curated by renowned designer Jyoti Sachdev Iyer and powered by Radico Khaitan, the showcase brought together fashion, spirits, and storytelling in an unprecedented way.
Each collection was inspired by Radico’s premium brands, transforming the experience into a multi-sensory spectacle. From the cool confidence of Magic Moments Vodka to the rich mystique of Rampur Double Cask and the aristocratic grace of Royal Ranthambore Whisky, every garment spoke volumes. Models didn’t just walk—they narrated a story with every step.
Sensory CX in Full Swing
Transitioning between the crowd, the models dissolved the fourth wall. As a result, the runway came alive in the audience’s midst. This interactive approach allowed guests to experience the garments and the spirits they embodied up close.
Additionally, a live saxophonist performed throughout the show, infusing the air with soul-stirring notes. Each sound aligned with the spirit of the showcased drinks, enhancing the atmosphere and elevating the audience’s emotional connection.
In this moment, Radico Khaitan achieved what few brands dare to pursue—emotional resonance through experiential storytelling. It was not just a fashion show. It was a curated customer experience journey, complete with narrative, texture, sound, and style.
Innovation Meets Inspiration
Designer Jyoti Sachdev Iyer summed it up perfectly: “The Spirit Awakens was more than a fashion showcase—it was a tribute to craftsmanship and creativity.” And indeed, the garments weren’t merely fashionable. They were expressive, layered, and rich with symbolic meaning.
Every piece of fabric, every silhouette echoed the characteristics of the Radico spirit it represented. As a result, the brand became more than a drink—it transformed into a lifestyle aspiration. That’s customer experience at its finest.
Why This Event Matters to CX Professionals
CX isn’t always about digital tools or automation. Sometimes, it’s about presence, emotion, and storytelling. Radico Khaitan didn’t just market its products. Instead, it elevated its relationship with customers by showing them a different way to connect—with the brand, with each other, and with themselves.
Through its participation at AlcoBev India 2025, Radico Khaitan also reinforced its strategic intent. The brand doesn’t only aim to sell spirits; it aspires to lead the category through innovation, premiumisation, and deep customer engagement.
Radico’s CX Philosophy in Action
At its core, Radico Khaitan believes in offering more than a product. It delivers an experience. By designing a high-impact fashion show inspired by its spirits, the brand showed how customer experience extends beyond the bottle.
Every element of the evening—from venue layout to lighting, music to model choreography—was engineered with the customer in mind. The transitions between segments were smooth. The pacing was deliberate. The emotions? Carefully orchestrated.
Each attendee left not only with insights about the industry but also with a lasting memory. And in CX, that memory is the currency of loyalty.
What the Industry Can Learn
Firstly, brand storytelling must evolve. Secondly, customer engagement should be holistic. Finally, experiences should be immersive. Radico Khaitan’s contribution at AlcoBev India 2025 checked all these boxes.
By fusing fashion with flavor, and creativity with commerce, Radico demonstrated how CX can be a differentiator. More importantly, it proved that when brands treat their customers as audiences and experiences as stories, they win both hearts and market share.
In Closing
AlcoBev India 2025 was not just a platform for policy. It was a canvas for creativity and a showcase for customer excellence. Radico Khaitan didn’t merely participate—it led from the front.
Through ‘The Spirit Awakens’, the brand redefined what it means to engage with consumers. From visual storytelling to experiential branding, Radico reminded everyone why customer experience is not just an outcome—but a journey.
In today’s increasingly experiential economy, brands must create moments that resonate long after the applause ends. Radico Khaitan has done just that. And for CX professionals everywhere, it’s a case study worth raising a glass to.
