We check out Diageo's debut liquor retail outlet in New Delhi.
In any one of the hundreds of liquor shops in Delhi, a customer will know the feeling of wanting to get out of there before he can say: “Single malt”. So, when Diageo announced that they had tied up with Delhi State Industrial and Infrastructure Development Corporation (DSIIDC) to “change the way alcohol is retailed in New Delhi”, it definitely piqued curiosity.
In terms of appearance, the store does live to up its promise. First, it’s spacious, a walk-in outlet, and thus you don’t have to yell out to make your purchase. It has separate sections for various categories of alcohol and all are neatly stacked in smart wooden shelves. The wine collection is impressive, and you can take your time to browse, something unheard of elsewhere in Delhi. Of course, Diageo brands have better visibility, and you can find almost all their brands. So far, so good.
I approached a middle-aged man dressed in a jacket and tie, sitting comfortably in a chair, strangely right in the middle of the store. I told him that I was looking to gift someone a nice bottle of single malt and had very limited knowledge about them.
“Maalt whisky? They are there on that shelf,” he said, pointing. Sensing he was in no mood to budge from his seat, I asked him to suggest a nice one. All are nice, he said, “but they are expensive”, he added as an afterthought. “You aren’t being of much help here,” I told him, showing my irritation.
He still didn’t move and shouted across the store at a young man to show me to the single malt counter. The young chap, to my dismay, was even more clueless. “Do you have Glenfiddich?” I am sure it was Greek to him, as he gave me a dazed and confused look. I tried my luck again. “Do you have Laphroaig”? It was met with a nod and before he could get the bottle for me, I said, “Forget it, I will help myself.”
If you want your regular Johnnie Walker or an Absolut, the Diageo shop is extremely convenient. But if you are looking for someone who will help you choose what single malt or wine you should buy, then your wait hasn’t been made any shorter.
Score: 6/10. It is high on convenience and selection of brands but falls short on service which one expects from a store that “promises to change the way alcohol is retailed in Delhi”
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