Traditional forms of liquor consumption are giving way to the ready-to- drink market of pre-mix drinks. Pre-mixes have a low alcohol content and are already mixed with other ingredients to make a ready-to-drink bottled cocktail. The idea is to drink straight from the bottle to let your friends know the brand you associate with.

"Alcohol consumption is all about branding. These drinks are catching on as you can advertise the brand from the bottle. It is a straight-from-the-bottle drink which has low alcohol. So one can down two or three bottles in an evening " says United Distillers & Vintners (UDV) managing director Deepak Roy.

UDV has introduced `Smirnoff Ice' in the pre-mix drinks market. The brand has been launched in the US, UK, Australia and Germany.

UDV has already imported a few cases to test market the pre-mix `Smirnoff Ice' in India. But Roy doubts whether the drink can be introduced in India given the complex excise laws in each state.

"Introduction of such a concept in the domestic market is tough. Along with the laws, entire distribution systems have to be changed. Pubs have to be given daily supply of such drinks just the way beer is supplied," adds Roy.The tilt is also towards ritualistic drinks such as tequila. A tequila is usually consumed amidst a lot of noise and fanfare. Again, the emphasis is on advertising the drink one is consuming. Tequila has particularly found favour with the young. Seeing the growing popularity of tequila the world over, Bacardi Martini is mulling over bringing its tequila brand `Cameno Real' to India. The brand will be the third Bacardi brand to come to India and the first tequila to hit the Indian market.