New Delhi, Oct. 14 -- In the thick of Delhi winters last year, AB InBev, the world's largest beer company, partnered with Mumbai-based rapper Vivian Fernandes to host a live event that was brimming with influencers, musicians, designers and others from the city's creative community. The evening was sponsored by Budweiser, as part of its flagship BUDX platform, that hosts music and cultural events largely targeted towards the country's young drinking-age population.

A year-and-a-half and a pandemic later such packed events have now collapsed leaving behind a vacuum for marketers of alcoholic beverages that put significant marketing dollars behind music events, comedy gigs and host intimate food and drinking sessions in the country's top c...