MAM

Diageo enters e-alcohol space with Rs 270 mn investment in HipBar

Diageo enters e-alcohol space with Rs 270 mn investment in HipBar

http://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2018/06/26/daru.jpg?itok=eYCqeBNb

MUMBAI: Diageo India, the country’s leading beverage alcohol group, through its legal entity United Spirits has made an equity investment in HipBar, a payment technology start-up that serves the needs of the beverage alcohol industry and its consumers, through a mobile wallet and delivery app.

Diageo has acquired a 26 per cent equity stake in HipBar for Rs 270 million.

Diageo India is committed to transforming the beverage alcohol industry and with this investment, the company will support HipBar’s digital ambition and help expand its footprint across more markets. HipBar unlocks the industry’s need to provide better experiences, promote responsible consumption and digitally connect brands, retail stores and consumers through a common digital platform.

https://www.hipbardelivery.com

With the HipBar app, age verified consumers can browse a range of alcoholic beverages, select a brand of their choice and pay through the mobile wallet to have the product delivered at their doorstep (where permitted) or pick it up from a retail store at their convenience.

HipBar has developed a stringent age verification process as well as highly compliant standard operating procedures to ensure that the company’s delivery service fosters a safe drinking environment in India.

On the B2B front, HipBar works closely with the beverage alcohol industry and the government to custom build software and deploy technology projects that will help the category to move forward in a compliant and sustainable manner. 

Some of these digital initiatives include last mile alcohol delivery platform, SaaS based e-governance module for use by governments, HipBar point-of-sale for standalone licenced retail stores and HipBar Pay for government controlled retail stores. 

Founded in 2015, HipBar operates in Bengaluru and Chennai.

Diageo India CEO and managing director Anand Kripalu says, "E-commerce is making an impact on just about every industry imaginable, and the beverage alcohol industry is set to be the next sector to be disrupted by the continued shift to digital. This investment allows us to discover ideas that anticipate shifts in consumer behaviour and enables us to remain at the forefront of trends."

HipBar will continue to run as an independent enterprise driven by its founding team.

HipBar founder Prasanna Natarajan mentions that the company’s interest will always be subservient to how HipBar is performing in the social sphere and if it is indeed bringing the intended benefits of technology to help people drink more responsibly.

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/06/18/tbwa.jpg?itok=QnTmAoAX
TBWA Mumbai wins 2 bronze metals at Cannes Lions 2019 day 1

TBWA India (Mumbai) won two bronze metals, in the print and publishing category at the ongoing Cannes Lions 2019, for its campaign ‘One Mindful Mind campaign’ for Neurogen Brain And Spine Institute. It became the only Indian agency to bag the laurels on day 1 of the festival despite several...

MAM Media and Advertising AD Agencies
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/06/18/Alia_Bhatt_.jpg?itok=0FCoUd43
Fujifilm India, Alia Bhatt collaborate to promote INSTAX range of instant cameras

Fujifilm India, a pioneer in imaging technologies proudly announces a strategic Partnership for its INSTAX range of instant cameras with Bollywood actress Alia Bhatt. A sweeping promotional campaign for Instax will be rolled out across digital platforms with Alia’s participation.

MAM Marketing Brands
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/06/18/AIESEC.jpg?itok=wpD9zQNs
AIESEC's #OpenUpYourVeins campaign for awareness on blood donation

With safe blood donors becoming an emerging challenge in our nation, and the country being plagued with an increasing number of epidemics and accidents, AIESEC, an organisation that believes leadership is the fundamental solution to the growth of the nation, in association with WATConsult, the...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/06/18/sotc.jpg?itok=A2LbmKdk
DViO Digital wins creative mandate for SOTC Travel

SOTC Travel has appointed DViO Digital as its creative agency for offline, digital, and social marketing. The account was won following a multi-agency pitch.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/06/18/sham.jpg?itok=bbEl73lT
DAN Programmatic launches predictive dashboard 'Vision'

DAN Programmatic, powered by The Data Sciences Division of Dentsu Aegis Network (DAN), has launched ‘Vision’, a hyper-scaled machine- learning-based dashboard that provides reliable and high-quality forecasts on the performance of programmatic campaigns.

MAM Media and Advertising Digital Agencies
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/06/12/Yuvraj_Singh.jpg?itok=yL3xgm8X
Yuvraj Singh's endorsement value might slip post-retirement from international cricket

After a glittering career of 25 years, ace cricketer Yuvraj Singh announced his retirement from international cricket on 10 June. The stylish southpaw has been one of the most promising performers on-field and has had an equally challenging off-field journey as well given his fight with cancer.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/06/11/sbi.jpg?itok=77v9XLMa
SBI Life launches #PapaHainNa - MeraPapaFormula campaign for Father’s Day

SBI Life Insurance, one of the most trusted private life insurers in the country, today launched an interaction led campaign #PapaHainNa - MeraPapaFormula in the lead up to Father’s Day.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/06/11/one8.jpg?itok=WAnK5mI2
Golden shoes on the cricket pitch for the first time

PUMA announced the launch of a special collector’s edition PUMA one8 cricket shoes - A tribute to team India’s prolific captain and PUMA ambassador, Virat Kohli.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/06/11/ease.jpg?itok=v_-QHxwE
EaseMyTrip expands its footprint in UK Market

EaseMyTrip.com, (EMT) one of the leading players in the Online Travel Aggregators segment has expanded its footprint into the UK Market.

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories