By Ajit Balgi
INDIA’S LOVE for whiskies is unsurpassed, our nation drinks more Black Label and Chivas than what is imported into the country! Smirnoff changed the game for white spirits in the latter half of the 90’s when it made vodka cool for men. Wines rose to fame at the turn of the millenniumand since then the drink industry has been evolving. So what are the upcoming trends in the Indian beverage scene? Here is my list:
Whiskies from the Eastern World: Thanks to Jim Murray, first Amrut and then the likes of Japanese Yamazaki and the Taiwanese Kavlan shot to fame in India. India’s thirst for scotch withstanding, curiosity to taste the ’new world’ whiskies is growing.
Fresh beers on top: Gurgaon set the wheel in motion for Brewpubs and now Bengaluru is catching up fast. People are willing to experiment and shun their cult lagers for a big frothy pint of Hefeweizen or classic India pale Ale. This tribe is growing and so are businesses who want to have a share of the Ale pie. If in Mumbai, take note of Gateway Brewing co a ’smart’ company which supplies fresh beer to multiple restaurants and bars from their brewery located on the outskirts on Mumbai. Prost!
Aged & fat washed cocktails: Cocktail trends came into India from the west. International bartenders in city hotels, programs like the World Class from Diageo and the Bar Masters from Pernod Ricard have surely helped. Aging cocktails in oak barrels and fat-washing of cocktails using Olive oil, Coconut oil etc will happen soon as the Indian consumer is travelling and is well exposed and willing to move away from classics. S/he wants more!
Flowers in cocktails: Edible flowers will rise to prominence in the Indian bartending scene. Flowers have found their place in hotel kitchens and will soon be seen behind bars. Chamomile, Rose, Calendulas, Hibiscus, Nasturtiums, and Lavender will be seen in cocktail menus. They will be used as garnishes, hot water infusions, in spirit macerations etc. To flowery days ahead!
’Made in India’ Did you know that India has the highest consumption of rum in the world? The credit goes to brands like Old Monk and McDowell’ Celebrations. Sadly these brands are hardly known outside the country. Then there are the India made liquors which are well know worldwide like Amrut, which chose the ’Outside In’ strategy, meaning they launched in India after creating a buzz in the west and a recent sensation, Desmondji’s agave spirit made from agave grown on the Deccan plateau which is replacing Tequila in Margaritas at some restaurants. They also make orange liqueur from Nagpur oranges and are priced at half the cost of a sweet import. India is willing to embrace quality local liquors which are well packaged. Indian wines too are improving and making a mark in the international wine circuit. Be proud to stock up on Indian products, the customers are proud to flaunt it.
Rise of Indian Sommeliers: Indian consumers have starting believing Indians in the wine industry. The practice of an expat sommelier is not worth it, especially when we have our own pool of sommeliers. Sadly India is losing out on the better Indian Sommeliers who, just like astute bartenders, leave the country for greener pastures.
Sipping Spirits: A new class of Indian consumer is looking for some fine aged spirits to sip on. Anejo Tequilas, fine whiskies, barrel-aged rums, cognacs and the rare armagnacs are moving slowly but steadily. People are developing a palate. So do provide them with their elixirs.
Leaving you with some food for thought, Elvis Presley once said ’I happened to come along in the music business when there was no trend.’ Let’s Create!!!
(The author is a wines and spirits professional who runs The Happy High, a beverage consulting, education and experiences company)
INDIA’S LOVE for whiskies is unsurpassed, our nation drinks more Black Label and Chivas than what is imported into the country! Smirnoff changed the game for white spirits in the latter half of the 90’s when it made vodka cool for men. Wines rose to fame at the turn of the millenniumand since then the drink industry has been evolving. So what are the upcoming trends in the Indian beverage scene? Here is my list:
Whiskies from the Eastern World: Thanks to Jim Murray, first Amrut and then the likes of Japanese Yamazaki and the Taiwanese Kavlan shot to fame in India. India’s thirst for scotch withstanding, curiosity to taste the ’new world’ whiskies is growing.
Fresh beers on top: Gurgaon set the wheel in motion for Brewpubs and now Bengaluru is catching up fast. People are willing to experiment and shun their cult lagers for a big frothy pint of Hefeweizen or classic India pale Ale. This tribe is growing and so are businesses who want to have a share of the Ale pie. If in Mumbai, take note of Gateway Brewing co a ’smart’ company which supplies fresh beer to multiple restaurants and bars from their brewery located on the outskirts on Mumbai. Prost!
Aged & fat washed cocktails: Cocktail trends came into India from the west. International bartenders in city hotels, programs like the World Class from Diageo and the Bar Masters from Pernod Ricard have surely helped. Aging cocktails in oak barrels and fat-washing of cocktails using Olive oil, Coconut oil etc will happen soon as the Indian consumer is travelling and is well exposed and willing to move away from classics. S/he wants more!
Flowers in cocktails: Edible flowers will rise to prominence in the Indian bartending scene. Flowers have found their place in hotel kitchens and will soon be seen behind bars. Chamomile, Rose, Calendulas, Hibiscus, Nasturtiums, and Lavender will be seen in cocktail menus. They will be used as garnishes, hot water infusions, in spirit macerations etc. To flowery days ahead!
’Made in India’ Did you know that India has the highest consumption of rum in the world? The credit goes to brands like Old Monk and McDowell’ Celebrations. Sadly these brands are hardly known outside the country. Then there are the India made liquors which are well know worldwide like Amrut, which chose the ’Outside In’ strategy, meaning they launched in India after creating a buzz in the west and a recent sensation, Desmondji’s agave spirit made from agave grown on the Deccan plateau which is replacing Tequila in Margaritas at some restaurants. They also make orange liqueur from Nagpur oranges and are priced at half the cost of a sweet import. India is willing to embrace quality local liquors which are well packaged. Indian wines too are improving and making a mark in the international wine circuit. Be proud to stock up on Indian products, the customers are proud to flaunt it.
Rise of Indian Sommeliers: Indian consumers have starting believing Indians in the wine industry. The practice of an expat sommelier is not worth it, especially when we have our own pool of sommeliers. Sadly India is losing out on the better Indian Sommeliers who, just like astute bartenders, leave the country for greener pastures.
Sipping Spirits: A new class of Indian consumer is looking for some fine aged spirits to sip on. Anejo Tequilas, fine whiskies, barrel-aged rums, cognacs and the rare armagnacs are moving slowly but steadily. People are developing a palate. So do provide them with their elixirs.
Leaving you with some food for thought, Elvis Presley once said ’I happened to come along in the music business when there was no trend.’ Let’s Create!!!
(The author is a wines and spirits professional who runs The Happy High, a beverage consulting, education and experiences company)
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