Speakeasy 'hidden bars' emerge as India's new premium nightlife format
Operators like PCO, ZLB23, Somewhere Nowhere and Margaret's Eye are driving experience-led premiumisation in New Delhi, Mumbai and Bengaluru, favouring craft cocktails, exclusivity and narrative over scale. The shift aligns with India's projected 357M-litre alcohol consumption growth through 2024-2029.
India's premium nightlife is shifting toward speakeasy-style hidden bars emphasizing craft cocktails, exclusivity and narrative over scale. Operators like PCO, ZLB23, Somewhere Nowhere and Margaret's Eye lead this experience-led premiumisation, aligning with India's projected 357M-litre alcohol consumption growth.
Why this matters
PCO anchors a wave of speakeasy operators pushing experience-led premiumisation across India's metros, betting on craft cocktails and exclusivity as alcohol consumption expands.
Retail-brand signals accelerating at +325600% QoQ.