Image Stereo Wins PR Mandate for Som Distilleries

Image Stereo Bags Strategic PR Mandate for Som Distilleries & Breweries

Som Distilleries & Breweries Ltd, a leading player in India’s alcoholic beverages sector, has appointed Image Stereo as its new strategic public relations and brand communications partner. The mandate awarded after a competitive multi-agency pitch, marks a crucial step for Som Distilleries as it enters a decisive growth phase and looks to expand its presence in both domestic and global markets.

A Partnership for Growth and Innovation

Image Stereo, an integrated marketing communications agency, will handle the account from its Delhi office, with support from branches across India. The agency’s responsibilities extend beyond traditional PR encompassing brand and product communications, influencer marketing, high-impact events, and targeted LinkedIn campaigns. Their goal: to build a strong, unified identity for Som Distilleries across consumer, trade, and investor audiences.

Deepak Arora, CEO of Som Distilleries & Breweries Ltd, commented on the partnership:

“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.”

Amplifying Brand Visibility

The collaboration comes at a pivotal time for Som Distilleries. The company recently reported an 18.8% increase in consolidated net profit for Q4 FY25, driven by robust volume growth in its Indian Made Foreign Liquor (IMFL) segment. With the new mandate, Image Stereo will be responsible for driving visibility for Som Distilleries’ upcoming initiatives, including new product launches, factory setups, and a refreshed product lineup.

Lily Bagga, Chief Marketing Officer at Som Distilleries & Breweries Ltd., added:

“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.”

Strategic Communication for a Changing Market

Image Stereo’s role will be to craft and execute integrated, multi-channel communication campaigns. These campaigns will focus on product offerings, company growth narratives, innovations in the IMFL space, and Som Distilleries’ industry leadership. The agency will also manage media relations and ensure the brand’s positioning is amplified across key business and lifestyle platforms.

Shruti Mishra, Founder & CEO of Image Stereo, shared her excitement:

“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.”

Focus on Expansion and Employment

Som Distilleries is not just focusing on brand building—it’s also investing in expansion and job creation. The upcoming greenfield manufacturing facility in Farrukhabad, Uttar Pradesh, is set to boost production capacity and generate employment for 700-800 people. This move will strengthen local supply chains and support the state’s industrial ecosystem, underlining the company’s commitment to sustainable growth.

Diversification and Future Plans

The company is broadening its product portfolio with a sharper focus on the IMFL segment, complementing its established beer business. This diversification is aimed at driving stronger margins, tapping into new consumer segments, and ensuring long-term revenue stability. With Image Stereo’s support, Som Distilleries aims to deepen consumer engagement, accelerate innovation, and further solidify its leadership in the alcobev sector.

The partnership between Som Distilleries & Breweries and Image Stereo signals a new chapter for both organizations. By blending strategic communication, creative storytelling, and integrated marketing, the collaboration is set to enhance Som Distilleries’ brand presence and support its ambitious growth plans in the years ahead.