In India’s complex and state-regulated liquor industry, premium liquor distributors often hold more power than the brands they serve. Their influence comes from mastering regional excise laws, controlling market access, and leveraging political and logistical clout. While premium brands focus on marketing, distributors ensure compliance, availability, and last-mile execution—making them indispensable partners. Companies like Rajasthan Liquor Limited (RLL) demonstrate this power by combining bottling, distribution, and large-scale infrastructure to give brands reach and reliability. Ultimately, distributors shape consumer choice, protect brand survival, and command leverage in an industry where access matters more than labels.