In an industry long dominated by regulatory constraints and outdated promotional tactics, a fresh voice is rising — bold, innovative, and unapologetically forward-thinking. Rohit Nirmal, 28, is not just building campaigns — he’s building a movement within India’s alco-beverage space. As the founder of Brand New Spirits, an ATL and marketing company founded in 2020, Rohit is helping liquor brands break free from traditional surrogacy and step into a new era of brand-building with scale, compliance, and creative firepower.
Rohit Nirmal: Powering India’s Alcobev Growth with Brand New Spirits — A Next-Gen ATL and Marketing Company
At a time when alcohol brands in India are restricted from directly advertising, many still rely on surrogates like music CDs, soda water, and packaged goods to stay visible. But Rohit saw that the market had evolved — and so had the consumer. Instead of repeating tired formulas, he launched Brand New Spirits to help brands create meaningful connections through high-impact, ATL campaigns and disruptive storytelling.
“We don’t believe in shortcuts,” Rohit says. “We believe in creating a brand presence that’s bold, legal, and unforgettable — whether that’s in a retail store, a bar, or an airport.”
And it’s working.
Brand New Spirits has already become the trusted ATL and marketing partner for a range of premium Indian and international alcobev brands. Their client list speaks volumes — and so do the results.
The company has played a key role in building visibility for Fishing Cat, a boutique Italian wine brand looking to break into the Indian premium segment. From ATL rollouts to curated events, Brand New Spirits helped position Fishing Cat not just as a product, but as a lifestyle.
They’ve also worked closely with Lake Forest Wines, one of India’s largest and fastest-growing liquor retail chains, curating ATL campaigns, launch events, and immersive in-store experiences that brought real consumer engagement — not just shelf presence.
“With Lake Forest Wines, our goal was to bridge the gap between mass visibility and luxury positioning,” says Rohit. “We turned retail into storytelling.”
The company has also led campaigns for premium Indian single malts like Kamet, Indri, and Paul John, helping these homegrown spirits take on international competitors through sharp ATL visibility, creative bar programming, and event-led branding.
On the beer front, Brand New Spirits has worked on innovative rollouts and promotions for Lone Wolf, Six Fields, and Not Out, supporting their expansion into new markets with launch activations, print placements, and strategic visibility in high-footfall areas.
But what truly sets Rohit apart isn’t just the work — it’s his vision.
A graduate of Amity University, Noida, and a WSET Level 2, Rohit brings both academic grounding and real industry insight to the table. His sommelier training gives him an edge in understanding not just the marketing side, but the product, profile, and consumer psychology behind every bottle.
“We don’t treat liquor as just a commodity — we treat it as culture,” he says. “Whether it’s a single malt or a crisp lager, every product deserves a story. That’s where we come in.”
Brand New Spirits has focused its footprint on key consumption markets like Delhi NCR, Mumbai, Goa, Chandigarh, and Pune — tailoring campaigns to each city’s lifestyle, nightlife, and retail patterns.
While many players in the alcobev space still rely on legacy models, Rohit’s company is embracing scale-driven ATL strategies — outdoor hoardings, retail branding, airport takeovers, and large-format experiential events — all aligned with local compliance.
“We’ve shown that it’s possible to grow brand visibility without relying on surrogacy,” Rohit explains. “Our clients are seeing growth, engagement, and long-term brand loyalty — all while staying on the right side of regulation.”
Looking ahead, Rohit has ambitious plans for Brand New Spirits. The company is developing proprietary IPs including tasting events, bar night series, and city-level lifestyle festivals, all designed to give alcobev brands a stage to truly own their space in Indian culture.
“We’re not here just to market liquor,” Rohit says. “We’re here to shape how it’s perceived — as a part of culture, community, and modern identity.”
In a highly restricted industry, Rohit Nirmal has created a path few dared to take — building not just an ATL and marketing company, but a creative powerhouse that’s helping define the future of alcohol branding in India.
And if the first few years are any indication, this is just the beginning.
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