WELCOME 2011

Let me start with wishing all the readers of Ambrosia a very happy and prosperous New Year on behalf of the entire team. Also, heartfelt congratulations to all the winners of the Ambrosia Awards 2010.

We have bid adieu to another decade and entered into a new one. The last few years have been rather trying for the developed world especially with recession and economic downturn in the US, UK and other European companies but growth in Asia especially India has been a silver lining. But there has been signs of recovery with Scotch shipments up 17 per cent in the first half of 2010 as against those during the same period in 2009. Global volumes also rose three per cent. Vodka, Tequila and sales of other segments are also on the rise. The travel retail industry is also set to grow after a difficult year in 2009. However, the situation has been favourable for the Indian liquor industry with volumes grow by 10 per cent to touch 240 million cases.

The Indian spirits major United Spirits Limited has shown exponential growth touching 100 million cases and is poised to become number one by this fiscal end in terms of volume. Pernod Ricard too has seen tremendous growth and has emerged as the number two player. Other multinationals and Indian companies are seeing good growth with Diageo getting its act together and trying to revive its early position when it entered the Indian market.

This was perhaps the reason there was a wave of expectation at this year’s INDSPIRIT 2010 as each and every speaker played glowing tributes to the growing Indian Alcobev market.

The first issue of this year features an elaborate report on INDSPIRIT 2010 with photographs of the exhibition, conference and Awards ceremony which has been televised by CNBC TV 18 giving the Alcobev industry the much needed visibility.

During INDSPIRIT, it was encouraging to see the entire alcobev industry come together under one roof to voice their opinion and discuss issues at the conference. The exhibition had good participation from the liquor manufactures, importers, distributors and the ancillary sector as well. The bartending competitions and tasting sessions were well attended and appreciated by the participants as well as visitors. On that note, we assure you of a bigger and better show this year involving the existing and other new players as also new additions to our series of activities.

In this issue, apart from the regular interviews and special features, there is also a large spread of news and views from the industry.

Efforts are also being made to archive the industry’s history in a Coffee table. We look forward to the support of the industry to help show the industry in its true splendour.

USL sees success unlimited

USL continues its unchallenged run in the India market. The goals are also getting loftier. Vijay Rekhi in an interview with Ambrosia would like to dwell on the challenge of reaching 200 million cases.

Excerpts: With United Spirits on the threshold of becoming number one, what efforts are being made to improve the retail value of your brands?

We have always worked on improving the value of our brands through innovation, new brand introduction, improvement of blend and appropriate pricing strategy.

Bacardi India Has a Good Run

Bacardi-Martini India has seen a good year in 2010 with growth continuing at a good pace. Significantly, after sustained efforts, the company has broken into the tough Tamil Nadu market after 12 years. It has also stepped up its promotions and launched its exciting Lychee flavour in the breezer bouquet, promising another new fruit flavour by early next summer.

Excerpts: Bacardi India continues to focus on its premium space and positioning itself in a unique way in the Indian market. With its tropical Lychee Breezer Bacardi is adding to its India flotilla of ready-to-drink alcoholic beverages which include Tropical Lime, Tropical Orange, Tropical Cranberry and Jamaican Passion.

- Amitabh Joshi

Ian Macleod Brings in Top Brandy

Ian Macleod Distillers India is stretching its arms in India as it brings in the famous H. Mounier brandy and cognacs along with some heavy activity, especially in the duty free sector. The company is now the exclusive importer and distributor of H. Mounier, France’s Polignac and Mounier range of Cognacs and Bel Alix French Brandy in duty paid and duty free markets.

Excerpts: IMDIPL has launched the Bel Alix French Brandy (Bottled in France) in Gurgaon, Haryana in the retail price range of ` 650 a bottle. The brand is now being launched in Goa, Pondicherry and other markets across the country.

- Amitabh Joshi

UTO to build on ties with Titlis Industries

Although it is yet to resolve the Mansion House controversy, UTO along with its Indian partners Titlis Distilleries is all set to make its foray in the Indian market. Ambrosia meets up with Mr.H.TH. F. Jansen, Director of UTO, Vijay Patel, Chairman and his son, Sundeep Patel, Director of Titlis Distilleries Pvt. Ltd.

Excerpts: Established in 1777, UTO, a major Dutch manufacturer, importer, exporter seller and distributor of alcoholic and non-alcoholic beverages worldwide, is now in business with its new partner Titlis Distilleries Private Limited. The UTO group has various products in its portfolio including Sonnema, Joseph Guy, Café Marakesh, Notaris, Mansion House Scotch Whisky, Golden Age, Russeika and Jachbitter.

BEAM GLOBAL TO PHASE OUT DYC - Focus Shifts To Premium Spirits

Alistair Longwell, Distillery Manager, Ardmore Distillery, Scotland was recently in India for the Teacher’s Achievement Award in Mumbai. He spoke to Ambrosia about his experience in India and of the awards while Harish Moolchandani, CEO & Managing Director, India & Indian Sub-Continent, Beam Global Spirits & Wine addressed queries relating to the company’s growth in India.

Excerpts: Beam Global Spirits & Wine’s flagship brand Teacher’s has established itself well in the Indian market. While Brazil is the largest market in terms of volume for Teacher’s, in terms of value, it’s India. Seeing the way this market is growing, I think they will swap places soon, said Alistair in his opening line. There is a huge demand for Teacher’s. Indian consumers’ love the brand and that’s one of the main reasons why the company launched Teacher’s Origin first in India.

INDSPIRIT Report

1. INDSPIRIT 2010 A REPORT
   INDSPIRIT 2010 ended with much fanfare and excitement recently. The increasing industry participation as well as number of visitors to the event this year has encouraged us to pack a lot more vigour and action into INDSPIRIT 2011.

   While we prepare our list for the next event, here is a sneak peak into what all happened over the last few months - before and during INDSPIRIT 2010.
   
   Excerpts: The sixth edition of INDSPIRIT organised by Ambrosia magazine was attended by the who's who of the liquor industry. This annual trade exhibition allows top liquor/beer/wine companies to showcase their products and effectively reach their target audience. This year the event was pursued on a grand scale with many more exciting opportunities on offer. NDSPIRIT 2010 was held in Mumbai at Intercontinental, The Lalit on 3-4 December, 2010.
    

2. Industry Speaks
    

3. Challenges and opportunities in the alcobev industry
   The theme of INDSPIRIT 2010 conference was Challenges and Opportunities in the Alcobev Industry. With a number of dignitaries and industry professionals addressing various issues pertaining to the alcobev industry, the day-long event was well attended by the trade from India and abroad. A report.
   
   Excerpts: Liquor Industry on a Roll Addressing an august gathering at the conference of the 6th edition of Indspirit organized by Ambrosia, Trilok Desai, Publisher, provided an overview of the alcobev industry.
    

4. ALL INDIA BARTENDING COMPETITION 2010 - Raising the bar year after year
   All India Bartending competition 2010 has achieved a major milestone with outstanding performance and great presentation skills showcased by the bartenders this year. In its 3rd year, the competition touched new heights as best bartenders from four major cities in India competed in the final round.
   
   Excerpts: The competition commencing every year just before INDSPIRIT is an initiative by Ambrosia magazine to identify and acknowledge the talent in the field of bartending in India.
   (To see the best cocktails prepared by the winners, please see this month’s cocktail section)
    

5. Wine and Spirits
   Amid all the fanfare at the INDSPIRIT 2010 held at Intercontinental the Lalit, Mumbai, the Majestic Hall doubled up as wine and spirits tasting rooms spanning two days. Tasting sessions of wine brands of domestic varieties (Sponsored by India Grape Processing Board)and imported varieties, cognac, beers (domestic and imported) were conducted by noted cognoscenti from the industry.
   
   Excerpts: The rooms had a steady stream of visitors and participants from the alcohol beverage industry, allied industries, consumers, college students or simply connoisseurs coming in. And as promised, they had a splendid time!
    

6. AMBROSIA Awards 2010
   The Ambrosia Awards 2010 instituted during INDSPIRIT acknowledged and rewarded the best in the alcobev industry.

SPECIAL FEATURE - 'BORDEAUX AMAZONS' INDIAN DISCOVERY

Early December, India not only received the French President Nicolas Sarkozy, but also a group of 5 ‘diplomatic’ women winemakers, the “Bordeaux Amazons”. A pure coincidence perhaps but with the same intentions: develop commercial links with this highly potential market of over a billion habitants, of which 500 million are aged under 30.

Excerpts: Speechmark Bordeaux, a wine marketing firm run by Brinda Bourhis together with her business associate based in India, Otroubadour, managed by Miloud Mezouaghi, organised this trip that was filled with rich encounters with Indian wine professionals. Brinda is also Ambrosia’s Bordeaux correspondent.

- Brinda Bourhis

WINING AND DINING - Cooking With Alcohol

Many dishes use alcohol as a routine but it is invariably around Christmas that we crave the blue flame of brandy over our pudding, or infusion of it in our cream to go with Christmas cake.

Excerpts: While soaking of cake in rum, marinating the sliced strawberries in brandy or indeed using alcohol infused raisins and dry fruits would definitely leave most of the alcohol content in the final dish, by and large the alcohol evaporates over heat and leaves the flavor of the drink in the food.

- Ameeta Sharma

COCKTAIL  - Cocktail Creations

This month’s cocktail section features the best three cocktails created by three winners of the All India Bartending Competition during INDSPIRIT 2010. The cocktails are simple and easy to make which can even be prepared at home easily. All you need is to stock up your bar with some Beam Global products.

Excerpts:
SANG RITA
Gaurav Jadhav, First prize winner, Mezzo Mezzo, J W Marriott, Mumbai

Gaurav Jadhav’s winning potion which brought home the first prize – a trip to Scotland was a blend of Sauza Tequila, muddled with fresh berries and a traditional drink called Sangrita (made with fresh Orange juice, Tomato juice, Grenadine and Tabasco served in a short glass with salt rim served with every shot of tequila in Mexico). The concept which set Gaurav’s cocktail apart was the partnering of the creative and modern with the beloved and classic. His presentation too won him kudos with the judges as it included his innovative cocktail in a chilled Martini glass, the traditional Sangrita in shot glasses of Sauza and a small accompaniment of Nachos with a Salsa dip.