United Spirits Ltd increased its advertising and sales promotion expenditure by more than 15% in FY26 as the Diageo-owned liquor maker stepped up brand investments while expanding the use of artificial intelligence and data analytics to strengthen consumer engagement.
According to the company's annual report, advertising and sales promotion spending rose to ₹1,295 crore in FY26 from ₹1,121 crore a year earlier. The company also invested ₹12 crore in its sports business during the fiscal year.
Despite the higher spending, United Spirits said its marketing investments remained disciplined and aligned with long-term profitability objectives.
The company said AI, advanced analytics and consumer data are playing a growing role in its marketing strategy, helping it understand changing consumer preferences, personalise engagement and deliver targeted communication across digital and physical touchpoints.
United Spirits added that it has strengthened its AI-powered marketing capabilities through social listening, real-time consumer insights, customer relationship management (CRM), consumer data platforms (CDPs), omnichannel engagement and marketing mix modelling to improve media effectiveness.
The company also continued to invest in digital-first and "phygital" consumer experiences through platforms such as Lollapalooza India and the Ziro Festival.
On the financial front, consolidated revenue from operations rose 3.9% year-on-year to ₹27,816 crore in FY26.
United Spirits said it will continue to focus on premiumisation, consumer-led marketing, brand renovation and expanding its luxury portfolio while using consumer insights to support portfolio planning and future growth initiatives.
At the end of the report, the company said, "Marketing reinvestment remained disciplined and consistent with long-term brand building priorities. Advertising & Promotion remained within the guided range, balancing growth investment with profitability discipline."