An advisory partner built for anything beverage.
A consulting and advisory partner for the beverage industry, alcoholic and non-alcoholic. Founded in early 2026, we help founders and management teams overcome operational and regulatory challenges, and build win-win businesses and strategic partnerships.
SpiritsWhisky, rum, gin, vodka, brandy and liqueurs
BeerLager, strong, wheat and craft
WineStill, sparkling and fortified
RTDsReady-to-drink cocktails, coolers and seltzers
Non-alcoholic (0.0)Zero-proof spirits, beers and adult soft drinks
5 beverage categories
Spirits, beer, wine, RTDs and non-alcoholic, for imported and Indian brands.
Operating verticals
4 regions
Headquartered in Bangalore, with capability across the north, east, west and south.
The people
behind the practice.
Spiritscope is not a department of a larger agency. It is a small practice of people who have spent their careers inside the businesses you are trying to join — building brands at Diageo, Rémy Cointreau, Moët Hennessy and United Breweries, and selling them through states that each have their own rules.
You deal with those people directly. Whoever answers your first message is whoever sits in the room when the decision matters.
A small practice of people who have spent their careers inside the businesses you are trying to join. Whoever answers your first message is whoever sits in the room when it matters.
Samar Singh Sheikhawat
Visionary Leader & Transformation Strategist
Thirty-seven years leading businesses in consumer products, retail and alcoholic beverages, in start-ups and established companies alike, for American, British, Indian and Dutch groups. As CMO of United Breweries he sat on the management committee of a USD 2 billion business. Since 2018 he has advised multinational and Indian clients on brand transformation, growth and leadership.
Thirty-seven years leading consumer, retail and alcoholic beverage businesses, latterly as CMO of United Breweries. An advisor on brand transformation and growth since 2018.
Who we work with
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Brands our ecosystem has worked with. The work was done across the ecosystem, not by Spiritscope alone.
The bench
behind us
No launch is the work of one firm. Where a stage needs a specialist — a laboratory, a printer, a trademark attorney, a distributor’s systems — we bring one in from our ecosystem and manage them as part of the programme. You are not handed a list of numbers to call.
The firms in our ecosystem are independent companies, not part of Spiritscope.
Built for
- A brand from abroad entering India
- An Indian brand launching
- An Indian brand expanding to new states and channels
Market research
Who buys the category, at what price and through which channel, and what the brands already there have left open. The evidence the feasibility rests on.
Phase 1
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Contract manufacturing
Distilleries, blenders and bottlers that produce to your specification and volume, for brands, Indian or international, that would rather not own a plant.
Phases 2 and 3
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Laboratory and quality
Liquid testing, shelf-life work and audits at the production unit, so the bottle on the shelf is the one that was approved.
Phases 2 and 3
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Packaging and artwork
Glass, closures, cartons and labels sourced and proofed, with advice for retailers and distributors who want a range under their own name.
Phase 2
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Legal, trademarks and IP
The name searched and the mark filed before a word of the packaging is printed, and the brand protected once it is trading.
Phases 1 and 2
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Excise and licensing liaison
Label registrations, brand approvals and licences, state by state, handled by people who know how each state’s office works.
Phases 2 and 3
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Logistics and warehousing
Storage, inter-state movement and replenishment planned around each state’s rules, so stock is where the order is.
Phases 2 and 3
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Trade and distribution
Distributors, modern trade, canteens and, where the category may lawfully be sold, e-commerce: the route from the warehouse to a shelf or a screen.
Phases 2 and 3
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Digital, media and design
The brand book, the website and marketplace listings, and the performance marketing that follows, by studios we have briefed before.
Phases 2 and 3
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Fractional leadership
Senior channel, sourcing and strategy operators engaged by the month, until the brand is ready to hire its own.
Every phase
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Most launches stall around the liquid, not in it.
Listings, compliance, channel rules and an unfamiliar consumer: that is where the time goes, and it is what the bench is for.
Reach out.
Tell us about
your idea.
A name, a way to reach you, and a line about what you are building. That is enough to begin.
Reach out.