CTV and omni-channel experiences to shape William Grant’s 2026 playbook: Kapila Sethi

William Grant & Sons is doubling down on experiential marketing and premium-led storytelling as it gears up for 2026, with its India leadership signalling a sharper focus on where affluent consumers spend time, attention and money.

Kapila Sethi, Marketing Director at William Grant & Sons, said the company’s marketing philosophy remains rooted in bringing its portfolio closer to consumers through immersive brand experiences, even as the playbook evolves with changing consumption patterns.

“Marketing for us has always been about bringing the brands closer to the consumer. Our commitment has been to bring the best experiences to them through the brand,” Sethi said during a recent interaction.

The family-owned Scottish distiller, which owns and produces Glenfiddich, The Balvenie, Hendrick’s Gin and Monkey Shoulder, has been steadily leaning into curated, high-touch engagements. Its latest initiative marks the third edition of its invitational golf experience, following earlier collaborations including its global association with Aston Martin.

“Our brands are beautiful across the portfolio. Whether it is The Balvenie, Glenfiddich, Hendrick’s or Monkey Shoulder, the endeavour has always been to bring the brand’s soul closer to the consumer,” she said.

While specific plans for the coming year remain under wraps, Sethi positioned 2026 as a breakout phase for the company. “2026 is a very exciting year. There are limited things I can share right now, but there are huge things coming up across the portfolio,” she added.

On media strategy, Sethi said the company is moving away from single-channel thinking, opting instead for a diversified mix aligned with evolving consumer behaviour.

“No one today consumes just one form of media. Influencers play a role in bringing credible information to consumers in the right way. For us, it will be a multi-format approach,” she said. The mix will span digital platforms, connected TV and other touchpoints, with the brand aiming to be present wherever consumers are.

Consumer premiumisation remains the most defining trend shaping William Grant & Sons’ marketing blueprint. Sethi noted that Indian consumers are drinking less but better, driven by global exposure and evolving tastes.

“Consumers today are well-travelled and have explored the best the world has to offer. They are having less, but they are having it better. Less is becoming more,” she said.

Despite the rise of cocktails and experimentation, Sethi emphasised that India continues to be a whisky-first market. “India is predominantly a whisky market. No matter how much we love our cocktails, the love for whisky remains strong,” she said, adding that brands like Glenfiddich and The Balvenie are best enjoyed neat or with water.

Sports collaborations, according to Sethi, are not tactical sponsorships but value-led associations. She said partnerships such as Aston Martin and the invitational golf experience stem from shared philosophies rather than category adjacency.

“It is about shared values like discipline, patience, craftsmanship and respecting the journey as much as the outcome,” she said. “That is what connects our brands with the world of sports.”

As William Grant & Sons sharpens its focus on premium experiences, multi-platform storytelling and value-driven collaborations, the company is positioning itself to deepen engagement with India’s evolving alcobev consumer heading into 2026.