New Delhi, 16th June 2025: Som Distilleries & Breweries Ltd, a leading name in India’s alcobev sector has appointed Image Stereo, an Integrated Marketing Communications Agency, with its public relations, brand and product communications mandate on record, following a competitive multi-agency pitch. The account will be handled by Image Stereo’s Delhi office, with support from other branches across India.
As a part of the new partnership, Image Stereo will drive Som Distilleries & Breweries communications agenda across the country. Image Stereo will also be responsible for growing awareness of Som Distilleries & Breweries corporate and products mandate across the regions, through integrated, multi-channel communication campaigns. Image Stereo will play a key role in driving visibility for Som Distilleries’ upcoming initiatives – including the launch of new product ranges, new factory setups, and an entirely refreshed lineup of products. The agency will also work on the brand’s overall positioning strategy, helping Som Distilleries carve a strong identity across consumer, trade and investor audiences through a combination of strategic PR, curated influencer marketing, high-impact events and targeted LinkedIn campaigns.
Under this collaboration, Image Stereo will be responsible for building and amplifying Som Distilleries’ brand positioning, managing media relations, and driving strategic visibility across key business and lifestyle platforms. The focus will be on leveraging the Product Offerings, Product promotions, company’s growth narrative, innovations in the IMFL space, and industry leadership in both domestic and global markets.
Speaking on the partnership, Deepak Arora, CEO, Som Distilleries & Breweries Ltd, said, “At Som Distilleries, we’re entering a decisive growth phase and wanted a communications partner who understands the evolving market and media landscape. Image Stereo stood out for its strategic clarity and creative thinking. We look forward to a strong and impactful partnership.”
Lily Bagga, Chief Marketing Officer, Som Distilleries & Breweries Ltd., said, “This partnership comes at a very exciting time for us. We’re gearing up for a series of new product introductions and brand initiatives, and Image Stereo’s expertise will play a vital role in bringing these to life across both traditional and digital platforms. Their integrated approach, especially across PR, influencer collaborations, LinkedIn strategies and event management, aligns perfectly with our vision.“
Speaking on the mandate, Shruti Mishra, Founder & CEO of Image Stereo, said, “Som Distilleries is a brand with incredible legacy and ambition. We are excited to bring our storytelling, media strategy and insight-driven communication to support their next phase of growth. It’s a proud moment for us to partner with a brand that’s shaping the future of India’s alcobev industry. Through our strategic communication we will ensure that brand positioning is well established and all the products create their due space in their respective categories ”
Som Distilleries recently announced an 18.8% rise in consolidated net profit for Q4 FY25, backed by volume growth in its IMFL segment. The new partnership comes at a pivotal time as the company doubles down on innovation, portfolio expansion, and deeper consumer engagement. Building on the momentum of FY 2024-25, Som Distilleries is actively pursuing strategic expansion to further accelerate growth and market leadership. The upcoming greenfield manufacturing facility in Farrukhabad, Uttar Pradesh, is a key step in this direction. The project will not only boost production capacity but also generate employment for 700-800 individuals, strengthen local supply chains, and support the state’s industrial ecosystem.
The company is also broadening its product portfolio with a sharpened focus on the IMFL (Indian Made Foreign Liquor) segment, complementing its robust beer business. This diversification is designed to drive stronger margins, tap into new consumer segments, and ensure long-term revenue stability across categories.
