Higher marketing spend, thus, is something that UNSP as Indias largest alcoholic beverages player is likely to incur in order to grow consumption levels and premiumize its portfolio. aims to achieve this via higher marketing spend (+18% in FY18), primarily toward the core brand portfolio with region-specific advertising in some cases, tie-ups like the Signature Startup Master Class and innovations like the recently launched Captain Morgan Rum all these are targeted to drive mid- teens growth in the P&A; segment. UNSP aims to do this via a host of moves, such as (a) increasing use of digital, (b) concentrated advertising at the retail store level, (c) innovative methods like online ordering through fulfilment by authorized retail outlets, (d) tie-ups with dinner reservation websites and (e) organizing events to engage the customer. For FY18, reported sales in the P&A; segment increased 3% YoY, with 4% growth on an adjusted basis.