New Delhi, March 9 -- British-born Julie Bramham knew right from her early 20s that working in the alcoholic beverage (alcobev) space was her calling. While studying business management at Leeds Beckett University, Bramham had to work for a year with Mitchells & Butlers-one of the largest operators of restaurants, pubs and bars in the UK-as part of her course. Bramham, chief marketing officer and executive committee member of Diageo India, spent that "sandwich year", as it's called in British parlance, driving around northern England developing concepts for pubs. That was in 1996-97, when branded concept pubs were becoming popular in the UK.

Bramham had such a great year helping pubs with everything from gaming to themes, that when she fin...