The Challenge
For decades, India’s alco-bev market has been ruled by whisky, rum, and beer - categories largely defined by heritage, hard spirits, and a male-dominated narrative. Into this landscape stepped Mikiamo: a young brand with a young founder, and a woman at the helm. The challenge wasn’t just launching another liqueur brand, rather creating a sub-category in a saturated industry; premium liqueurs that are authentic, versatile, and experiential. The question was clear: how do you build legitimacy for something that doesn’t exist yet?
Our Approach
We’ve grown with Mikiamo since its early days, from a homegrown Goan label in 2024 to a fast-scaling, pan-India brand making waves in the premium liqueur space. As Mikiamo expanded its footprint to Bangalore and Delhi, we shaped a PR narrative that evolved with it. The journey began with the national funding announcement, positioning the brand as a credible, forward-looking player in India’s alco-bev scene.
Next came its expansion into Karnataka, celebrated through a two-part launch in Bangalore, a launch party with influencers at Olive Beach followed by an intimate industry roundtable at Mirth that brought together journalists, F&B leaders, and trade experts. Alongside these events, we seeded premium gifting kits to introduce the brand and taste the liqueur brand in Bangalore, Goa, Delhi, and Mumbai, ensuring tastemakers and influencers experienced the brand firsthand. Finally, we amplified the human story behind the bottle by profiling Aakriti and Raghav, spotlighting them as a new generation of entrepreneurs reshaping India’s alco-bev landscape.
The Impact
The results proved that Mikiamo wasn’t just another entrant in the spirits space, it was a category creator. Coverage of the funding, launches, and founder profiles generated widespread national and regional buzz, with the reach of nearly a million readers online.
Pieces of Coverage
Estimated Views
Online Readership
