As the year draws to a close, here’s a curated line-up of versatile cocktails made for celebrations that stretch well past midnight. Thoughtfully crafted and full of character, these drinks go far beyond simply popping open a bottle, perfect for ringing in the New Year in style.
The Oasis by Godawan Artisanal Single Malt
A slow, contemplative cocktail that leans into ritual and terroir, The Oasis brings together Godawan 01 PX Sherry Cask and coffee-infused vermouth, rested gently in clay to absorb the earthiness of desert winds. Rich, aromatic, and quietly complex, it’s a grounded, meditative sip to ease into the New Year.
Ingredients
Godawan 01 Rich & Rounded – 50ml
Coffee-infused sweet vermouth – 15ml
Aromatic bitters – 2 dashes
Method
Combine all ingredients and rest the mixture in a clay pot for 6–8 hours.
Stir gently before serving.
—–
Pistola Paloma by Maya Pistola Agavepura
Bright, effervescent, and effortlessly celebratory, the Pistola Paloma is made for New Year toasts that call for freshness over fuss. Built on Pistola Joven’s smooth yet vibrant agave character, this cocktail brings together zesty grapefruit, sharp lime, and a gentle sparkle—perfect for easing into the year ahead with a citrus-led kick.
The Golden Hour by Monarch Legacy Edition x Bartisans
Golden Hour is your go-to for effortless at-home cocktails this New Year. Created in collaboration by Bartisans and Monarch Legacy Edition, this non-alcoholic festive mixer features notes of rose, saffron, and cardamom, designed to pair seamlessly with Monarch’s pure grape brandy. Together, they create a simple and celebratory cocktail to enjoy as the New Year begins
Ingredients:
Monarch Legacy Edition Brandy – 60 ml
Bartisans Golden Hour Mixer – 90 ml
Ice
Method:
Add Monarch and Golden Hour mixer into a shaker or mixing glass with ice.
Shake or stir to chill and blend.
Strain into a glass over fresh ice.
Garnish with a light dusting of cinnamon or a dried rose petal.
——
Vanilla Old Fashioned by MONIN
A smooth, refined twist on a classic. MONIN’s Vanilla Syrup adds a soft sweetness that complements the warmth of bourbon, creating an elegant slow-sipper ideal for ending the feast on a high note.
Ingredients:
MONIN Vanilla Syrup – 10ml
Bourbon whiskey – 60ml
Bitters – a few drops
Ice cubes
Orange slice
Method:
Add vanilla syrup and bourbon to a glass.
Add bitters and ice, then stir gently.
Garnish with orange slice.
——
Golden Ember Sour by Tulleeho
Built on bourbon, honey, and ginger, the Golden Ember Sour balances warmth with brightness. Lemon cuts through the richness, while the silky foam brings everything together, making it an easy, elegant choice for ringing in the New Year.
Ingredients:
Vodka – 50 ml
Lychee juice (fresh or canned) – 30 ml
Elderflower syrup – 10 ml
Fresh lemon juice – 10 ml
Rose water – 2 drops
Method:
Add bourbon, lemon juice, honey syrup, ginger syrup, and egg white to a cocktail shaker (no ice).
Dry shake vigorously for 15-20 seconds to emulsify the egg white.
Add ice to the shaker and shake hard for another 10-15 seconds.
Fine strain into a chilled coupe glass.
Dash the Angostura bitters on top of the foam.
Garnish with an edible gold leaf or pinch of edible gold dust sprinkled on the foam or a dehydrated lemon wheel placed on the rim.
——
Frosted Lychee Martini byTulleeho
Designed for the moment the clock strikes twelve, the Frosted Lychee Martini is light, aromatic, and precise. Lychee and elderflower add gentle sweetness, balanced by lemon and a clean vodka base that keeps things fresh as the night moves forward.
Ingredients:
Vodka – 50 ml
Lychee juice (fresh or canned) – 30 ml
Elderflower syrup (such as St-Germain or homemade) – 10 ml
Fresh lemon juice – 10 ml
Rose water – 2 drops
Method:
Chill the martini glass in the freezer.
Add vodka, lychee juice, elderflower syrup, lemon juice, and rose water to a cocktail shaker filled with ice.
Shake vigorously for 10-15 seconds until well-chilled.
Fine strain into the chilled martini glass.
Garnish with a fresh lychee stuffed with a raspberry on a cocktail pick, lightly frosted sugar rim, and optional mist of edible rose water.
————
Savour Me Classic by Davana Vermouth Indica
Ring in the New Year with this savoury cocktail that balances the herbal sweetness of Davana Rosso with a kick from chilli tincture.
Ingredients:
Davana Rosso – 45ml
Tomato water – 60ml
Chilli tincture – 3-4 dashes
Citric acid – to balance
Method:
In a mixing glass, add all the ingredients.
Stir and strain into a glass with block ice and garnish the drink with edible tomato leather
——
Bee’s Knees by Vedant Newatia, Founder and Head Chef, Atelier V
Bright, zesty, and effortlessly smooth—the Bee’s Knees is sunshine in a glass. A classic Prohibition-era cocktail that hits the sweet spot between citrusy freshness and botanical gin notes, mellowed by a touch of honey. One sip, and it’s pure golden hour magic.
Ingredients:
Dry gin – 60ml
Honey syrup – 2tsp
Fresh lemon juice – 30ml
Fresh orange juice – 30ml
Method:
Stir the honey syrup with lemon and orange juices until fully dissolved.
The December 2025 issue of Ambrosia Magazine is here!
It features engaging and insightful articles such as:
• INDSPIRIT 2026 • What to expect in 2026 • Updates on the MML vs ISWAI case • Pernod Ricard: India’s bet on repertoire drinking • India’s alcohol economy in 2025: Scale, state power, and structural friction • Court allows PLL holders to register labels, pending final order • Exclusive interviews with Pernod Ricard and Bacardi, and many more
As 2026 Beckons: Reading the Signals of a Changing Alcobev India
INDSPIRIT 2026 and Tunes & Tonic Announced
If the final month of this year is anything to go by, 2026 promises to arrive with more than just optimism — it comes with momentum. The year gone by has been anything but quiet for India’s alcobev industry. From the Maharashtra government’s face-off with ISWAI to intense conversations around state control, taxation, and regulatory balance, 2025 has underlined how scale, state power, and structural friction continue to define this business. Yet, amid these challenges, the industry has also demonstrated resilience, adaptability, and an unmistakable appetite for growth.
Throughout the year, Ambrosia has stayed at the forefront of these developments — tracking policy shifts, decoding consumer behaviour, and spotlighting growth stories that make India’s alcobev landscape one of the most dynamic in the world. It is an industry shaped as much by regulation as it is by aspiration, and one that continues to evolve at a pace few global markets can match.
And speaking of consumer behaviour, 2026 will also mark the 21st edition of INDSPIRIT 2026, alongside the debut of Tunes & Tonic, a new consumer-facing experience set to take place in Gurugram on 6–7 March 2026. Together, these events promise to be bigger, bolder, and more immersive — celebrating the industry’s achievements while creating an energetic, music-led atmosphere that resonates with today’s experience-driven consumer.
In this issue, we continue that focus. Our editorial lens turns firmly toward the year ahead, unpacking insights that help decode where the Indian consumer is headed in 2026. From changing drinking occasions and premiumisation to the growing influence of moderation, mixers, and experience-led consumption, these stories are designed to help brands, distributors, and industry stakeholders plan better — whether that means sharper portfolios, smarter strategies, or more meaningful consumer engagement.
For those looking to understand the year that was, our feature India’s Alcohol Economy in 2025 offers a comprehensive snapshot of the forces that shaped consumption, regulation, and market sentiment. Built on perspectives from industry leaders, the article captures both the pressures and possibilities that defined the past year.
Equally compelling are our conversations with Jean Touboul, CEO of Pernod Ricard India, and Inderjit Singh Dhingra of Bacardi. Their insights shed light on how consumer preferences are shifting, how brands are responding, and what trends are likely to shape portfolios and conversations in the year ahead.
As the industry steps into a new year, one thing is clear — 2026 will reward those who listen closely to the market, adapt swiftly to change, and remain committed to quality and relevance. The challenges are real, but so are the opportunities. At Ambrosia, our endeavour remains unchanged: to inform, to question, and to provide clarity in a fast-evolving landscape. As the next chapter unfolds, we look forward to chronicling an industry that continues to redefine itself — one decision, one policy, and one drink at a time.
Moving beyond consumption to custodianship, and from the bottle to the barrel
Whisky is no longer viewed solely as a drink to be enjoyed in the glass. Over the past decade, it has steadily emerged as an alternative asset class, with whisky cask ownership gaining traction among collectors and long-term investors worldwide. Unlike bottled whisky, which is static once released, a cask is a living asset, one that matures year after year, gaining complexity, character and scarcity over time. This quiet evolution has drawn growing interest from investors seeking assets shaped by patience rather than volatility.
As global demand for premium and aged whisky or whiskey (as the Irish and Americans spell) shifts eastward, Asia has become central to this transformation. While traditional hubs such as Scotland and Ireland remain the custodians of production and ageing, participation is increasingly international. Southeast Asia has established itself as a regional trading and storage hub, while South Asia, particularly India, is beginning to engage with whisky not just as a consumer market, but as a participant in the upstream economics of maturation and long-term investment opportunity.
It is within this context that Marrowbone Lane Irish Whiskey (MLIW) positions itself, rooted in heritage, guided by restraint, and aligned with the long arc of whisky itself.
A Peek into Dublin’s Distilling Past
Marrowbone Lane is one of the oldest streets in Dublin’s historic Liberties district, an area whose origins stretch back to the 17th century. For generations, the Liberties served as an epicentre of skilled trades, housing coopers, brewers, merchants and distillers who formed the backbone of Ireland’s whiskey economy.
By the late 19th century, this compact neighbourhood was home to some of the world’s largest distilleries and exported more whiskey globally than Scotland. Though the industrial landscape has changed, the legacy of craftsmanship and resilience remains etched into the cobbled streets and historic warehouses of Dublin 8. Marrowbone Lane Irish Whiskey takes its name from this lineage, not as a stylistic flourish, but as a statement of values.
Premium Whiskey Stocks
Marrowbone Lane Irish Whiskey draws its identity from the people and practices that shaped Ireland’s whiskey reputation long before its modern revival. Rather than pursuing high-volume production, the Ireland-linked, UK-based house focuses on the long-term stewardship of premium whiskey stocks.
Working exclusively with licensed distilleries and bonded warehouses in Ireland and Scotland, the emphasis is clear: patience over pace, provenance over promotion. The approach reflects a belief that whiskey rewards time, discipline and transparency, principles increasingly important as interest in cask ownership expands globally.
Founder and Senior Partner Professor Vijay Edward Pereira has consistently underscored that whiskey cask ownership should be approached as a long-term commitment rather than a speculative trade. Value, he notes, is created through maturation, responsible warehousing and careful asset management, not quick exits or inflated expectations.
Opening the Cask Door for India
Marrowbone Lane occupies a distinctive position in India’s evolving whisky landscape. “It is the first company to formally enable Indian participants to legally own maturing whiskey casks stored in duty-suspended bonded warehouses in Ireland and Scotland, a category traditionally limited to distillers, bottlers and institutional buyers in Europe,” states Gora Mukherjee who is joining in January as Global Director – Commercial of Marrowbone Lane Irish Whiskey.
Through structured offerings, participants gain access to properly documented, regulated cask ownership aligned with international best practices. This marks a fundamental shift in how Indian consumers engage with whisky, moving beyond consumption to custodianship, and from the bottle to the barrel. The model introduces governance, traceability and education into a space that has historically lacked clarity, positioning cask ownership as a long-term engagement rather than a transactional product.
Irish Whiskey, One of the fastest-growing spirits
Irish whiskey is among the fastest-growing spirits categories globally, supported by premiumisation, a younger and more globally exposed consumer base, and rising interest in aged expressions. India, in particular, has emerged as a high-potential market, not only driving consumption but increasingly influencing upstream demand for maturing stocks held in Ireland.
This growth has shifted attention from retail shelves to distilling capacity, bonded warehousing and long-ageing inventories, reinforcing the strategic importance of cask management and long-term planning.
Cask Ownership
At its core, whisky cask ownership involves holding new-make spirit or maturing whisky in oak barrels within licensed bonded warehouses. Over time, interaction between spirit, wood and environment enhances flavour, while evaporation, the “angel’s share”, steadily reduces volume, increasing scarcity.
Each cask is a tangible, regulated asset, valued on factors such as distillery provenance, age, cask type, alcohol strength, expected yield and global demand. Entry points for Indian participants are designed to be relatively accessible by international standards, lowering barriers to a category traditionally perceived as exclusive.
An Alternative Asset
Internationally, whisky casks are often discussed alongside other alternative assets such as fine wine, art and classic automobiles. Historical performance has shown steady appreciation driven by maturation and limited aged stocks. However, experts caution that returns are not guaranteed. Liquidity is limited, holding periods are long, and ownership should not be equated with regulated financial products.
Mike Ward, Founding Partner at Marrowbone Lane Irish Whiskey, reinforces this disciplined outlook. “Irish and Scotch whiskey earned their reputations over centuries, not seasons. If a whiskey is worth making, it is worth waiting for,” he says.
A Category Defined by Time
As global whisky demand continues to rise, the conversation is evolving, from labels and launches to the quieter economics of ageing, bonded storage and stewardship. For Marrowbone Lane Irish Whiskey, opening cask ownership to Indian participants is not about speed or scale, but about building the category responsibly. In a world driven by immediacy, whisky remains an exception shaped not by urgency, but by time.
Bengaluru’s nightlife has never lacked imagination. Pubs are history, lounge bars are passe, microbreweries continue to vibe and now it’s the BYOB (bring your own booze or bottle, as you please) trend that’s making all the noise on social media. The city has long been India’s test lab for new drinking formats. Yet, the launch of ‘Pregame’ in Koramangala, a veritable waterhole, has added a fresh twist to that narrative, a hybrid concept that’s part liquor store, part bar, part restaurant, and entirely tuned into the city’s evolving drinking habits.
At first glance, ‘Pregame’ might look like another upbeat watering hole, neon signage, a buzzy crowd, a quick-serve menu, and loud playlists. But what sets it apart is its simple, subversive idea, “Bring your bottle, we’ll bring the vibe.” Customers can pick up a bottle from the liquor store on the ground floor or carry one they already own, and the venue takes care of the rest, the mixers, the glassware, the ice, the food, and the music. There is a minimal 9 per cent glassware and corkage fee.
Pregame founder S. Jagadish has created this space where people can shop, taste and experience the brands they prefer in a cool ambience and at prices that are so so reasonable. It is a go between a liquor shop and a pub, when it comes to pricing and experience.
It’s Bangalore’s newest “BYOB” (Bring Your Own Bottle) venue, but with a professional twist, legal, licensed, and curated for a safe, social, and Instagram-ready experience. And that’s precisely why it’s become a talking point across the city’s F&B circles.
Addressing a pain point
“We wanted to create a space that’s easy, social, and affordable,” adds Jagdish who describes Pregame as “an answer to the pre-drink dilemma.”
It’s a relatable pain point. In a city with soaring alcohol taxes and premium bar mark-ups, a night out can easily turn into a wallet-drainer. Many prefer gathering at home for a few drinks before heading to clubs later, hence the term “Pregame”. The founders simply turned that ritual into a business model.
At Pregame, guests can buy their bottle, pay a modest service fee, and enjoy the comforts of a bar without the inflated drink prices. The food menu is designed around the concept—shareable bar bites, skewers, sliders, and spicy chakhna. Add a DJ, community tables, and dim lighting, and you have a format that bridges the gap between home drinking and nightlife.
Bangalore’s Shifting Spirits Culture
The emergence of Pregame also signals a larger shift in the city’s drinking culture. Bangalore’s consumers, especially the 25–40 age group, are increasingly discerning about what they drink, how they drink it, and where.
Over the past five years, the city has seen a wave of premiumisation, the rise of craft gins, small-batch whiskies, and local rum brands. Artisanal spirits like Greater Than, Tamras, Samsara, and Short Story are now fixtures on retail shelves. Importantly, consumers are not just trading up, they’re also seeking control and creativity in their drinking experiences.
People are willing to pay for quality, but they also want flexibility. “The BYOB bar model like Pregame gives them both, they bring their own bottle, but still get the ambience and service of a bar. It’s clever and consumer-first.”
The BYOB concept is hardly new, but in India, it’s been a regulatory grey zone, with varying rules on liquor consumption in semi-commercial premises. Yet, states like Karnataka have slowly opened up to formats that blend retail and hospitality, provided they follow the correct licensing framework.
For Pregame, that’s where the innovation lies. The venue holds a retail licence, allowing the sale of alcohol to customers, and a separate dining space that offers the food and mixers. The result is a compliant, safe, and profitable middle-ground.
It’s not just about convenience. The social format itself has strong psychological appeal, shared ownership of the night. You bring your bottle, your friends bring theirs, and the venue turns it into a party. It makes the evening feel participatory rather than transactional.
This is also aligned with broader global trends. From London’s bottle clubs to New York’s mix-at-table lounges, post-pandemic nightlife has evolved toward personalisation and smaller, curated experiences rather than large-format drinking.
Changing Palates, Changing Playlists
Step into Pregame on a Friday evening, and you can sense the city’s evolving taste profile. The crowd isn’t ordering plain rum-and-coke anymore. Instead, they’re requesting tonics, ginger ales, low-sugar mixers, and even soda infusions with herbs or fruit. The cocktail menu focuses on refreshing spritzes, quick mixers, and easy pours that complement the BYOB ethos.
It reflects how Bengaluru’s drinkers have matured. The city’s residents, a mix of tech professionals, expats, and students, are increasingly health-conscious and mindful about consumption. The focus is less on quantity and more on quality and experience.
Low-alcohol and no-alcohol beverages are also making their way onto menus. Kombucha cocktails, flavoured sodas, and non-alcoholic G&Ts are regulars. This mirrors a larger urban trend—moderation as a lifestyle choice, not a compromise.
Experience is the Key
Another key reason behind Pregame’s buzz is its value proposition. With cocktail prices in premium bars often crossing ₹800–1,000, Pregame taps into a segment that seeks affordability without sacrificing atmosphere.
“Bangalore’s nightlife used to be binary, either dive bar or fine cocktail lounge,” says hospitality consultant Pranav Bhat. “Now, venues like Pregame sit neatly in the middle. They’re social, safe, and stylish, but they don’t intimidate you with luxury pricing.”
And that’s the sweet spot for Gen Z and millennial consumers. They’re drinking less, but better. They’re brand-aware, social-media-savvy, and eager to explore homegrown spirits. They prefer venues that feel authentic, communal, and experience-driven.
The timing couldn’t be better. Karnataka remains one of India’s largest alcohol-consuming state, and Bengaluru is its most lucrative market. Post-COVID, liquor retail sales in the city have surged, and premium spirits have seen double-digit growth.
This has also led to experimentation in how alcohol is retailed and served. Liquor boutiques with tasting counters, in-store mixology demos, and restaurant-linked stores are beginning to appear. The government’s push to formalise retail through better licensing has opened space for such innovation.
Industry analysts see formats like Pregame as part of a wider trend—the blending of retail, entertainment, and lifestyle. What used to be three separate industries are now converging.
If this experiment succeeds, it could redefine what a “bar” means in India’s metros. Not every social drinker wants a club or an expensive cocktail den. Some just want a table, their own bottle, good food, and better company, and that’s precisely the space Pregame is betting on.
In a city that loves its craft beer and boutique gins, the next phase of evolution might not be about what’s in the glass, but where and how that glass is raised.
• ISAWI takes Maharashtra to court over policy discrimination and tax hike
• Can American whiskey muscle into a Scotch-loyal market?
• Telangana government silence on unpaid dues to alcobev companies, crisis deepens
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Stars are lining up
What began with Sanjay Dutt entering the alcobev industry with The Glenwalk Blended Scotch has quickly escalated into a full-throttle wave of Bollywood stars and cricketers stepping into the space. In recent months, Ranveer Singh, Badshah and Rana Dagabuthi have also expanded their entrepreneurial pursuits, launching beverages crafted around their favourite tipples with Vivek Oberoi and Yuvraj Singh set to enter the market as well.
But even as Bollywood’s big names make their presence felt, the homegrown market is undergoing its own transition. With an increasing number of States pushing to promote local products, ISWAI has taken the Maharashtra Government to court over its recently introduced Maharashtra Made Liquor (MML) over Policy Discrimination and Tax Hike. We’ve covered the issue in depth in this edition, outlining the petition, its implications, and the industry’s major pain points. Meanwhile, as both international and domestic players navigate challenges in Maharashtra, the Scotch Whisky Association (SWA) is optimistic. The India–UK FTA promises a tariff reduction on Scotch imports to 75% starting 2026. In an exclusive conversation with Mark Kent, Chief Executive of the SWA, we explore the opportunities unlocked by this landmark agreement and what it could mean for the industry’s future. And while Scotch continues to dominate India’s whisky landscape, Bourbons and American spirits are gearing up for a stronger push into the market. Though they don’t yet enjoy the popularity of Scotch, DISCUS CEO Chris Swonger hopes to change that trajectory in the coming years. Tasked with championing American spirits globally, he tells us why it’s time for India to “Set Whiskey Free”.
Despite India being a high-priority market for nearly every global manufacturer, worldwide consumption volumes have dipped by 1% – a decline largely driven by the US and China. We’ve analysed this trend in a detailed report within this issue. All in all, this edition brings you a sharp, well-rounded and insightful look into the alcobev world – packed with developments, perspectives, and data that matter.
For decades, India’s whisky shelves have been defined by two towering forces, the global prestige of Scotch, and the deep cultural entrenchment of Indian-Made Foreign Liquor (IMFL), particularly molasses-based blends that dominate both volume and price. Now, a new challenger is attempting to elbow its way into this complex landscape and that is American bourbon whiskey.
Once a niche curiosity in India, bourbon is suddenly gaining visibility in premium bars, luxury retail, cocktail menus and pop-ups and riding into the country backed by some of the biggest names in U.S. spirits. Kentucky wants a piece of the world’s fastest-growing major spirits market. And it is making slow but steady inroads.
The momentum has been building for months. Visits by American distillers, trade delegations showcasing heritage brands, and the arrival of flagship labels like Buffalo Trace, Jack Daniel’s variants, Woodford Reserve, Maker’s Mark, Wild Turkey and Four Roses all point to a coordinated attempt to increase bourbon’s share in India’s premium and super-premium whisky categories. But as seductive as the vanilla-oak sweetness of a Kentucky straight bourbon may be, India is not an easy market which is dominated by consumer habits, pricing and tradition, besides, the entrenched Scotch loyalty.
A Market Too Big to Ignore
India today is the world’s largest whisky-drinking nation, and also one of the most price-sensitive. While IMFL blends make up over 95% of whisky volumes, the premiumisation wave of the past decade has changed the shape of demand. Consumers aged 25–45, urban, aspirational and globally exposed are tasting more imported spirits than ever before, and whisky curiosities like rye, Japanese blends and American craft bourbons are beginning to take shape.
For American distillers staring at plateauing growth in mature Western markets, India is irresistible. The premium whisky segment is projected to grow at double-digit CAGR through 2030, according to industry trackers. The removal of certain trade bottlenecks and the ongoing U.S–India trade dialogues have further encouraged bourbon makers to invest in brand-building.
India in February this year agreed to reduce tariffs on bourbon imports from 150% to 100%, potentially boosting access to the world’s largest whiskey market where American whiskey exports currently reach just $8.8 million annually. India has historically been just the 23rd largest export destination for American whiskey.
Chris Swonger, president & CEO, Distilled Spirits Council, United States
The tariff reduction represents a significant shift in India’s approach to American whiskey imports. Chris Swonger, president and CEO of the Distilled Spirits Council of the United States, called it “a significant accomplishment” that opens opportunities in the world’s largest whiskey market.
India has a deep affinity for whisky. Consumers are whisky-literate, status-driven in their alcohol choices and increasingly adventurous. This is the perfect testing ground for bourbon’s globally rising cool factor, its American energy, its cocktail versatility, and its flavour-forward profile.
The Scotch Stronghold
American bourbon enters India knowing it must first battle Scotch, which commands unmatched prestige, heritage and emotional attachment. Scotch whisky isn’t merely a drink here; it is a status symbol, a gifting trend, and of sophistication. The long arc of brands like Johnnie Walker, Chivas, Glenfiddich and The Glenlivet has entrenched Scotch as the aspirational upgrade from IMFL.
Even as India’s younger consumers explore craft spirits, they respect age statements, distillery stories, terroir and Single Malt legacy, all Scotch strengths. The messages of “150 years of tradition”, “Highlands purity”, or “aged 12 years in oak casks” carry powerful messaging. Bourbon, by contrast, is sometimes perceived as sweeter, less serious, or cocktail-centric, a perception U.S. distillers must educate to overturn.
Scotch also benefits from early-mover advantage, decades of nationwide distribution, established relationships with state corporations, and robust marketing investments. The brand-building groundwork is deep. Any bourbon brand entering India faces a steep climb to catch up. In figures, India’s Scotch Whisky market was valued at USD 3.8 Billion in 2024 and is expected to reach USD 6.8 Billion by 2033, at a CAGR of 6.3% during the forecast period 2024–2033.
IMFL’s Price Positioning
If Scotch is the psychological competitor, IMFL is the economic one. Indian molasses-based whisky blends dominate the market because they are dramatically cheaper, widely available, locally manufactured, and tax-advantaged. The average Indian whisky drinker still buys in the ₹400–₹1,000 band, a range bourbon simply cannot match due to import duties that can exceed 150% by the time a bottle hits shelves.
Even premium Indian Single Malt offerings, like Amrut, Paul John’s entry expressions, or homegrown malt blends, are priced to undercut imports. For many consumers, bourbon therefore becomes an occasional indulgence, not a weekly staple. In value-driven markets like Maharashtra, UP, Karnataka and Telangana, IMFL’s lead remains unshakeable.
This price barrier is why bourbon’s India play is, for now, almost entirely focused on the top 10% of consumers, affluent urban buyers who don’t mind paying ₹3,000–₹8,000 for a bottle, and cocktail-bar patrons who are willing to explore American whiskey in Old Fashioneds or Manhattans.
What Makes Bourbon Bourbon?
If bourbon is to carve out meaningful mindshare, it must first educate India on what makes it unique. Bourbon is not just another whisky. It carries a strict legal definition, and those rules shape its flavour profile in ways that distinguish it sharply from Scotch.
Made in the United States
While it is often associated with Kentucky, bourbon can legally be made anywhere in the U.S., though 95% of all bourbon comes from Kentucky.
At Least 51% Corn in the Mash Bill
Corn gives bourbon its trademark sweetness, roundness and caramel-vanilla warmth, a stark contrast to Scotch’s barley-led dryness.
Aged in New Charred American Oak
Unlike Scotch, which is typically aged in used barrels — many from the bourbon industry itself, bourbon must use brand new charred oak barrels. This imparts notes of toasted coconut and baking spices; richer caramelisation; deeper amber colour; and intensified wood sugars. For Indian palates accustomed to sweeter, smoother profiles, these flavours can actually be an asset.
No Additives Allowed
American law prohibits colouring or flavouring in bourbon. Scotch allows E150a caramel colouring; Indian whisky allows far more flexibility. Bourbon’s purity is a strong sell for authenticity-driven consumers.
“Straight Bourbon” Means Minimum Two Years
If it’s labelled “Straight Bourbon”, it has been aged for at least two years, but most premium bourbons spend 4–12 years quietly maturing. Together, these features give bourbon its recognisable sensory fingerprint: vanilla, honey, butterscotch, toasted oak, cinnamon, toffee, and sometimes a floral corn sweetness.
For India, where softer and slightly sweet whiskies are preferred by a majority of drinkers, bourbon’s flavour DNA may actually find a natural fit.
The Cocktail Boom
Urban India is undergoing a renaissance in mixology. Bars in Mumbai, Delhi and Bengaluru are listed in Asia’s 50 Best. Bartenders love bourbon because it is robust yet approachable, works beautifully in classics and modern cocktails, and allows layered flavours. This bar-community endorsement is accelerating awareness.
India’s premium whisky drinkers are moving from labels to liquids, increasingly choosing by taste, craft and authenticity rather than brand prestige alone. Bourbon’s craft narratives resonate here.
With a huge market here, U.S. distilleries are investing in India-specific expressions; trade activations; bar takeovers; immersive pop-ups; collaborations with Indian chefs and curated tasting experiences. This level of commitment signals that bourbon is here for the long game.
Despite the slow entry, bourbon must navigate several structural challenges. Even with ongoing trade discussions, bourbon remains expensive. A proposed reduction is years away. India’s state-controlled liquor system imposes different duties, rules, and registration fees across states. Scaling is slow and expensive.
The premium whisky shelf in India is already busy, Scotch single malts, blended malts, Japanese whiskies, Irish expressions, and homegrown craft malts all jostle for attention. Many Indian consumers still confuse bourbon with Tennessee whiskey, American blends or even rum. Clear education is essential.
The Battle Ahead
Bourbon will not overthrow Scotch or IMFL in the short term. The Indian market is too complex, price-sensitive and brand-loyal. But bourbon doesn’t need to win the mass market to succeed, it needs to win the enthusiasts, the urban explorers and the bar crowd. In these circles, bourbon has chances of gaining ground.
As more brands enter, more tastings happen, more cocktail culture spreads, and more retail visibility builds, India could become bourbon’s most important Asian growth market after Japan and South Korea. The process will take patience, time and slow maturity.
The Tariff Confusion
The popular belief in India stands that the import tariff on Bourbons has been reduced to 100% from 150% only for BIO bourbons. While this is true for Bourbons imported as BIOs under HSN 2208 30 11 at 100% duty (50% BCD + 50% AIDC), the reduction in tariff is also applicable to bourbon imports in bulk—albeit a different HSN.
Most Bulk Bourbon imports currently are done under the HSN 2208 30 99, which aren’t eligible for the concessional tariff. If the Bulk Bourbons are imported under HSN 2208 30 91 then they are eligible for a concessional tariff at 100% (50% BCD + 50% AIDC).
We hope this clears the air of confusion and understanding of the rule.
As for Flavoured Bourbon imports of BIO—they still aren’t eligible for the concessional tariff, and continue to pay the import duty of 150% (50% + 100%).
In a significant stride toward taking India’s rapidly growing wine industry to the global stage, ten leading Indian wine companies are set to participate in the Hong Kong International Wine & Spirits Fair 2025, to be held from 6th to 9th November 2025 at the Hong Kong Convention & Exhibition Centre (HKCEC).
The Indian participation is being organised under the aegis of APEDA (Agricultural and Processed Food Products Export Development Authority), Ministry of Commerce & Industry, Government of India, and the Consulate General of India, Hong Kong, in collaboration with the All India Wine Producers Association (AIWPA).
Showcasing “Wines of India”
This initiative is a representation of the Government of India’s “Make in India” mission, showcasing Indian wines and spirits before global importers, distributors, sommeliers, and hospitality professionals. A 30-member Indian delegation, coordinated by AIWPA, will present the “Wines of India” collective branding campaign— a symbol of India’s evolving viticulture, innovation, and quality craftsmanship.
Participating wineries include Sula Vineyards, Grover Zampa Vineyards, Soma Vineyards, Uniwine, KLC Wines, Trimbha Wines, and Grainotch Industries, among other promising labels representing India’s prominent wine-growing regions such as Nashik, Pune, and Karnataka.
Indian Wine Tasting Evening
As a highlight of the fair, the Consulate General of India, Hong Kong, will host an exclusive “Indian Wine Tasting Evening” for 50 distinguished guests, including international wine buyers, importers, sommeliers, media, and hospitality professionals.
The evening will celebrate India’s unique terroir, craftsmanship, and the diversity of its wines—from elegant reds and crisp whites to sparkling and innovative RTD offerings—putting Indian wines firmly on the global map.
This initiative is being supported and promoted by Abhishek Dev, IAS, Chairman, APEDA; Harpreet Singh, Assistance General Manager, APEDA; Aman Agarwal, Consulate General of India, Hong Kong and representatives from HKTDC (Hong Kong Trade Development Council). Their collaboration underscores India’s growing reputation in global viticulture and commitment to enhancing wine exports worldwide.
The Indian delegation is being led by Jagdish Holkar, President, AIWPA and Rajesh Jadhav, Secretary, AIWPA; and the participants include Rajesh Borse, Manoj Jagtap, Pradip Pachpatil, Yogesh Mathur, Rajeev Seth, and Sheetal Kadam.
This Halloween, embrace the spirit of the night with Bacardi India’s curated cocktail collection, a blend of mystery, mischief, and magic in every sip. From dark, smoky mixes to luminous, playful creations, each drink captures the allure of the season with bold flavours and artful presentation. So this Halloween, mix, sip, and let the night unfold in true spirited style.
1. Phantom Lagoon
Ingredients
Bacardi Mango Chilli – 50ml
Guava Cordial – 60ml
Chilli – Kaffir Tincture – 4 to 5 Drops
Soda to Top
Guava Slice with Tajin for Garnish
Method:
To prepare the clarified guava-lime cordial, combine 2 L of fresh guava juice, 600 ml of lime juice, and 1.2 kg of sugar. Add 500ml of skim milk for clarification, allowing it to curdle naturally. Once set, fine-strain the mixture through a coffee filter to achieve a clear & smooth cordial.
2. Crimson Curse
Ingredients
Bacardi Carta Blanca – 45ml
Beetroot & Pomegranate Shrub – 25ml
Lime – 15ml
Ginger-Honey – 10ml
Soda optional
Ginger Candy Stick for Garnish
Method:
To prepare the beetroot-pomegranate Halloween cocktail, combine 45 ml of Bacardi Carta Blanca, 25 ml of beetroot & pomegranate shrub, 15 ml of lime juice, and 10 ml of ginger-honey syrup in a shaker. Add ice and shake until well chilled. Fine-strain into a glass over fresh ice. Top with soda if desired, and garnish with a ginger candy stick for a festive touch.
3. Hexed Illusion
Ingredients
Bacardi Carta Blanca – 45ml
Butterfly Pea-Lemongrass Cordial – 25ml
Lime – 20ml
Elderflower Syrup – 10ml
Lemongrass Stick for Garnish
Method:
To make the butterfly pea-lemongrass cordial, steep 6 chopped lemongrass stalks and 30g of dried butterfly pea flowers in 2L of hot water for 20 minutes. Strain the mixture, then add 1.2kg of sugar and 10g of citric acid, stirring until fully dissolved. The result is a vibrant, aromatic cordial with a mesmerizing hue.
4. Coconut Saffron Highball
Ingredients
Dewar’s 12 Year Old – 45ml
Saffron Coconut Syrup – 20ml
Lemon Juice – 20ml
Soda Water – 100ml
Coconut flesh – 1 string
Coconut flesh curled around a straw for Garnish
Method:
To prepare the syrup, infuse the coconut syrup with saffron strands until it develops a fragrant aroma and a rich golden hue. Once ready, mix all the cocktail ingredients (except soda water) directly in a highball glass. Add ice and gently stir to combine. Top with soda water and garnish with a curled coconut flesh string for an elegant finish.
5. Voodoo Voltage
Ingredients
Teeling Whiskey – 45ml
Pineapple-Passionfruit Mix – 50ml
Lime – 10ml
Chilli tincture – 1 Dash
Ginger Beer – Top Up
Pineapple Fronds for Garnish
Method:
To prepare the pineapple–passionfruit mix, combine 3L of fresh pineapple juice, 1L of Diraa passionfruit purée, and 500g of sugar. Blend the mixture thoroughly until smooth, then fine-strain it.
6. Cursed Sunset
Ingredients
Bacardi Anejo Cuatro – 50ml
Orange-Vanilla Cordial – 25ml
Tonic top – Top Up
Orange bitters – 2 dashes
Orange Slice for Garnish
Method:
To prepare the clarified orange–vanilla cordial, combine 2 L of fresh orange juice, 1kg sugar, 2 vanilla pods, and 15g citric acid. Add 500ml skim milk for clarification, then fine-strain for a smooth, aromatic cordial.
7. Moonlit Whisper
Ingredients
Bacardi Anejo Cuatro – 50ml
Jasmine-Chamomile Syrup – 15ml
Lime – 10ml
Orange Blossom – 2 to 3 drops
Soda – TopUp
Edible Flower for Garnish
Method:
To prepare the jasmine–chamomile syrup, steep 10 chamomile tea bags and 5g dried jasmine in 1 L hot water for 15 minutes. Strain, then dissolve 1.2kg of sugar to finish.
8. Wicked Obsidian
Ingredients
Teeling Whiskey – 60ml
Black Sugar Syrup – 10ml
Angostura – 2 dashes
Orange Bitters – 1 Dash
Charred Orange Wedge for Garnish
Method:
To make the black sugar syrup, combine 1kg demerara sugar and 800ml water, then simmer until thickened. Stir in 1 tsp activated charcoal for color and depth.
As Diwali lights up homes across India, another sparkling trend is taking shape, premium liquor as the new-age festive gift. Once considered unconventional or even taboo, gifting fine spirits has now become a symbol of taste, status, and sophistication among urban consumers.
Whether it’s an aged single malt, a small-batch gin, or a limited-edition rum, curated liquor hampers are increasingly seen as a gifting option, away from traditional dry fruits and sweet boxes. High-end Indian craft brands, too, are getting their moment in the spotlight, from Paul John Whisky and Camikara Rum to Stranger & Sons Gin, all packaged in sleek, festive designs that make them ideal for gifting.
For corporates, especially in metros, premium alcohol has emerged as the “relationship gift” of choice, a token of appreciation that blends indulgence with exclusivity. Many retail chains and e-commerce players are also reporting a surge in demand for boutique and collectible labels ahead of the festive season.
However, gifting liquor in India still walks a fine line. With varying state laws and restrictions on alcohol gifting, most transactions occur discreetly, often in the form of personalised hampers or event-specific collections curated by licensed vendors. Despite the regulatory maze, the sentiment remains clear: Diwali is not just about lights and sweets, it’s also about raising a toast to good times and good company.
Here are some gifting options as well as recipes that will add to the sparkle of Diwali celebrations. From thoughtful pairings to ready-to-pour hampers, here are some must-haves to pick up on your way to the next celebration.
Godawan Artisanal Single Malt
This festive season, Godawan Artisanal Single Malt—the most awarded Indian single malt in recent years—unveils an exclusive gift pack that captures the spirit of mindful luxury. Each pack features a bottle of your choice, either Godawan 01 Rich & Rounded or Godawan 02 Fruit & Spice, paired with a handcrafted crystal glass that elevates the whisky-drinking experience. Adorned with elegant ethnic motifs inspired by Rajasthan’s artistry, the pack is a refined celebration of craftsmanship, purpose, and timeless design—making it an ideal keepsake for the season.
Price & Availability: ₹2800-₹6000 in Delhi, Rajasthan, Karnataka, Punjab, Haryana, Uttar Pradesh, Maharashtra, Goa, Telangana, Assam, Chhattisgarh, and Madhya Pradesh.
Geist Brewing Compnay x Amrut Distilleries – Stout Cask Finish Indian Single Malt Whisky
If there’s one bottle that captures Bangalore’s craft spirit this festive season, it’s the Geist Brewing Co. x Amrut Distilleries Stout Cask Finish. Limited to just 224 bottles, this collaboration brings together Geist’s bold Imperial Stout and Amrut’s world-renowned single malt expertise. The result is a rare stout cask–finished Indian single malt whisky that bridges the worlds of beer and whisky.
The story began when Amrut sent freshly emptied whisky barrels to Geist, where they were used to age the brewery’s Imperial Stout. Once the beer had picked up delicate whisky notes, the same barrels returned to Amrut, this time to finish their single malt. The result is a whisky layered with roasted malt, chocolate, and oak—bottled unfiltered at 46% ABV. Rich and complex, it’s an inventive expression of Bangalore’s craft culture.
Price and Availability: At select retail stores across Bangalore, priced at ₹7,500.
Diwali With Marriott Bonvoy
This Diwali, celebrate with the seventh edition of Diwali with Marriott Bonvoy, where traditions sparkle, artistry delights, and every mithai takes one to India’s diverse delicacies for Diwali. The specially curated festive boxes blend the richness of heritage with a contemporary touch. Available in options including the Box of 36 Sweets (₹2,800 + GST), Box of 18 Sweets (₹1,800 + GST), Variety Box of Nuts & Sweets (₹2,100 + GST), Festive Crunch Box (₹1,200 + GST), and Diwali Treasures (₹1,500 + GST) there’s something to make every moment special.
The exquisite festive boxes are available at Marriott Bonvoy hotels across India. Pre-booking is now open, with availability till Diwali.
Dewar’s Double Double 21
Crafted using an innovative four-step aging process, Dewar’s Double Double 21 allows single grain and single malt blends to fuse multiple times in their oak casks before their final ageing together. This blended liquid is then processed in a selection of sherry casks that give subtle notes of cinnamon, ripe vine fruits, and a smooth, lingering finish.
Price: ₹17,500
Dewar’s 12-Year-Old – A Timeless Blend of Elegance and Flavour
Dewar’s 12-Year-Old is a masterfully crafted Scotch whisky, double-aged to enhance its smoothness and depth. A delightful harmony of honey, vanilla, and spice makes it a crowd-pleaser, whether served neat, on the rocks, or in a classic highball. Its well-balanced profile and creamy finish make it an excellent choice for those who enjoy a refined yet approachable whisky.
Price: ₹4,000
MONIN Introduces a New Indian Rasa Range Specially Curated for Diwali
MONIN India brings its own touch of sparkle with the Indian Rasa Range, a collection that celebrates Indian flavours. Rooted in the campaign theme “Brighter With You”, the range reimagines India’s most beloved tastes through a modern lens—inviting chefs, baristas, mixologists, and home creators to rediscover the joy of flavour during the season of lights.
At the heart of the launch is MONIN’s Chai Tea Concentrate, a contemporary ode to India’s favourite comfort cup. Infused with the warmth of cardamom, cloves, and ginger, it’s as versatile as it is nostalgic, perfect for everything from spiced lattes to creamy desserts and festive cocktails.
The range includes Rose: Floral and fragrant, reminiscent of classic mithai; Spiced Jamun: Tangy and playful, a nod to India’s street-side indulgences; Raw Mango: A refreshing balance of sweet and sour, evoking summer nostalgia; and Hibiscus: Bright and floral, modern yet rooted in tradition.
The range has been designed in line with insights from MONIN India’s recent trend study, “Reimagining Indian Drinks and Desserts for Modern Hospitality Menus in 2025”, enabling chefs and baristas to bridge traditional flavours with global presentation.
“Diwali is a moment of gratitude for us at MONIN—a celebration of creativity, connection, and culture,” says Germain Araud, Managing Director, MONIN India. “With Brighter With You, we’re celebrating the people and partners who make our journey meaningful, and the flavours that make India truly special.”
Adding to this, Sai Harish, Head of Marketing, MONIN India, shares, “India’s beverage culture is constantly evolving—deeply rooted in tradition yet always open to reinvention. The Indian Rasa Range embodies that spirit, encouraging creators to reimagine familiar flavours in fresh, modern ways.”
Brighter With You: A Celebration of Collaboration – True to MONIN’s spirit of partnership, Brighter With You is an initiative that will see collaborations with cafés, bars, and restaurants across India, where chefs, baristas, and mixologists will craft limited-edition menus and tasting experiences inspired by MONIN’s Indian Rasa Range. Each collaboration will reinterpret festive flavours through a local lens—from spiced beverages and artisanal desserts to inventive cocktails and plated creations— showcasing how tradition can meet innovation on every table. Beyond the menu, select partners will host live demos, workshops, and pairing sessions, offering guests an immersive way to explore flavour and craftsmanship together.
Price & Availability: The Indian Rasa Range is available through select cafés, restaurants, and bars across India, as well as online via Amazon, Flipkart, Big Basket, Blinkit, Swiggy, and Zepto in 700ml and 250ml bottles.
ZOYA Premium Gin – Live. Love . Rejoice.
When the packaging itself becomes the gift, you can’t say no! ZOYA Premium Gin’s value added pack is with creative AI-generated packaging, making a perfect gift for the festive season. The goblet that comes with it, enhances the premium and immersive appeal.
Types of People You Meet at a Diwali Party – As Cocktails
Every Diwali house party has its own share of personalities who add the real spark. From the
meticulous host with the perfectly done up Pinterest board to the one still texting, “What’s the
address again?”, the best house parties are a perfect mix of people, stories, and spirits. And
what if this Diwali, they were re-cast cocktails?
Read on to discover your ultimate cocktail twin with these perfect pours to match every personality.
The Classy Hostess as Vanilla Gintini (ZOYA Premium Gin):
Elegant, composed, and effortlessly charming, this person knows how to make every detail
count, from her playlist to her glassware. Much like the Vanilla Gintini, they blend classic
sophistication with a hint of subtle charm that spells soft power in glass.
The Pour: Vanilla Gintini
Ingredients:
ZOYA Premium Gin (60 ml)
Vanilla Syrup (15 ml)
Cranberry Juice (15 ml)
Lime Juice (10 ml)
Garnish: Edible Flower 1 pc
Recipe:
Fill a martini glass with ice.
Stir all ingredients and garnish to enjoy.
The Old-School Charmer as Smoked Maple Old Fashioned (Woodburns Contempoary Whisky)
A storyteller with a sparkle in the eye and a love for the classics. They don’t rush their evenings or their whisky. The Smoked Maple Old Fashioned is all about this warmth, balance, and timeless taste—making it the perfect pour for the one with the slow sips and good stories shared by the diya light.
The Pour: Smoked Maple Old Fashioned
Ingredients:
Woodburns Contemporary Whisky (60 ml)
Maple Syrup (10 ml)
Angostura Bitters (3 dashes)
Recipe:
Burn a nutmeg and let the smoke come out. Cover that Nutmeg with a whisky glass.
Stir all ingredients in the whisky glass full of ice.
Garnish with orange peel and enjoy!
The Cool Creative as the ARTHAUS Straightpour (ARTHAUS Collective Blended Malt Scotch Whisky)
They arrive fashionably late, with a playlist that instantly takes over the aux. The posterboy for “chill”, this person embodies easy, breezy flair with a little unpredictable twist that ensures they don’t need to do anything to stand out. The ARTHAUS Highball mirrors their spirit —effortlessly smooth with an experimental and artistic edge.
The Pour: ARTHAUS Straightpour (60 ml – served on the rocks!)
The Life of the Party as the Spicy Mule (Russian Standard Vodka)
Fiery, confident, and impossible to ignore, the Spicy Mule channels this person’s infectious energy in every pour. All spark, no dull moment—when they are around, the night is always just getting started.
The Pour:
Ingredients:
Russian Standard Vodka (60 ml)
Jalapeño Brine (30 ml)
Jalapeño (2 pcs; muddled)
Lime Juice (15 ml)
Garnish: Mint Sprig
Recipe:
Shake all ingredients in a mixer filled with ice.
Pour into a Moscow Mule Glass to serve. Top up with non-alcoholic Ginger Beer to
enjoy.
The Midnight Philosopher as Midnight Cravings (SEGREDO ALDEIA Espresso Rum)
Find them on the balcony post-dessert, deep in conversation about the secret of life—or at least the secrets behind good coffee. The cocktail twin-flame for bittersweet thoughts with a silky finish, the Midnight Cravings cocktail is rich, dark, and delightfully introspective just like the midnight philosopher in your gang.
The Pour: Midnight Cravings
Ingredients:
SEGREDO ALDEIA Espresso Rum (60 ml)
Cold Brew (30 ml)
Dark Crème de Cacao (15 ml)
Demerara Syrup (15 ml)
Chocolate Bitters (2 dashes)
Garnish: Coffee beans and chocolate grated
Recipe:
Dry shake and ice shake all ingredients in a glass.
Garnish with coffee beans and grated chocolate to enjoy.
Royal Rangoli by MONIN
A vibrant, tangy refresher that blends MONIN Spiced Jamun and Glasco Lemon with cranberry and soda—bold, fruity, and the perfect citrus break from all your festive sweet munching.
Ingredients:
MONIN Spiced Jamun Syrup – 20ml
MONIN Glasco Lemon Syrup – 10ml
Cranberry juice – 60ml
Soda – 60ml
Ice cubes
Mint sprig (for garnish)
Method:
Add the syrups, cranberry juice, and ice to a shaker.
Shake well and pour into a red wine glass.
Top with soda and garnish with mint.
Meetha Patakha by MONIN
Sweet and fiery, this tequila-based cocktail blends MONIN Cherry and Blood Orange syrups with cranberry and soda for your palate that’s craving a little bit of that oomph factor.
Ingredients:
MONIN Cherry syrup – 20ml
MONIN Blood Orange syrup – 10ml
Tequila – 45ml
Cranberry juice – 60ml
Soda – 60ml
Orange peel (for garnish)
Method:
Combine both syrups, tequila, and cranberry juice with ice.
Shake and pour into a Collins glass.
Top with soda and garnish with an orange peel twist.
The culture of gifting in Southeast Asia is evolving, and luxury wines and spirits are at the centre of this trend. Once seen mainly as status symbols, premium bottles are now chosen for their stories, craftsmanship, and cultural resonance. From Singapore to Vietnam, gifting is growing, driven by changing preferences, digital commerce, and premiumisation of F&B.
Affluent consumers are moving beyond imported classics to gifts that reflect local identity. Artisanal spirits such as Bali’s Iwak Arumery, Singapore’s Tanglin Gin, and Thailand’s Chalong Bay Rum showcase heritage-driven narratives through indigenous ingredients and traditional techniques. Similarly, the Philippines’ Don Papa rum draws on folklore and history to create an emotional bond.
Experiences Over Bottles
Packaging and presentation are increasingly as important as the liquid. Limited-edition bottles, collectible sets, and artistic collaborations elevate gifting, while immersive experiences with personalised labels and glassware turn a bottle into a celebration.
Festivals and milestones further drive demand. From Songkran in Thailand to Mid-Autumn Festival in Vietnam and weddings in Indonesia, luxury alcohol has become a prestigious part of celebrations. Corporate gifting, anniversaries, and personal milestones continue to be in vogue, often with bespoke sets.
E-commerce is fuelling the trend, offering curated packs, same-day delivery, and customisation such as engraved labels. The unboxing experience is now part of the value proposition, making online platforms vital for reaching affluent consumers in Singapore, Bangkok, Ho Chi Minh City, and Manila.
Sustainability Meets Premiumisation
Wealthier consumers are increasingly conscious of environmental and ethical practices. Eco-friendly packaging, sustainable sourcing, and transparent production are shaping gifting choices, blending luxury with conscience.
The luxury wine and spirits segment is poised for strong growth. Singapore continues to position itself as a regional hub, while Vietnam and Thailand are emerging as high-potential markets with expanding fine dining cultures. Even in traditionally conservative markets like Indonesia and Malaysia, discreet but premium gifting is gaining ground among urban elites.
Luxury gifting is no longer just about indulgence—it is about culture, story, and experience. With digital platforms enhancing accessibility, heritage brands adding authenticity, and sustainability guiding decisions, the future of gifting in Southeast Asia is premium, personalised, and meaningful.
Singapore: A Regional Hub for Premium Gifting As Southeast Asia’s financial hub, Singapore leads the luxury wine and spirits market with a strong corporate gifting culture. Premium wines, rare whiskies, and collectible editions dominate, particularly during Lunar New Year. With advanced e-commerce and duty-free at Changi, personalisation and curated sets are driving demand. Prestige brands like Dom Pérignon, Hennessy, Macallan, and Glenfiddich are go-to gifting staples.
Thailand: Tradition Meets Celebration Thailand’s festive calendar, especially Songkran and year-end corporate occasions, drives gifting. Rum and whisky lead, with Johnnie Walker Blue Label and Moët & Chandon popular among elites. Local craft spirit Chalong Bay rum adds authenticity and cultural depth.
Vietnam: Emerging Fine Wine Market Vietnam is one of Asia’s fastest-growing wine markets, with Tet as the peak gifting season. French wines, especially Bordeaux and Burgundy, symbolise prestige, while Martell, Rémy Martin, and fine Cognacs remain staples. Younger professionals are also embracing alternatives like Don Papa rum for its storytelling appeal.
Indonesia & Malaysia: Discreet but Growing In stricter markets, luxury gifting is discreet but aspirational. Weddings, corporate milestones, and private parties feature Johnnie Walker Blue, Royal Salute, Chivas Regal 25, and Macallan Rare Cask, often gifted in bespoke or limited editions.
With cultural collaborations, limited editions, and experiential packaging, luxury wines and spirits continue to shape Southeast Asia’s gifting culture—premium, personal, and meaningful.
