EDITORIAL - CHANGE IS THE 'SPIRITS' OF TIME!

At a time when optimum utilisation of resources has become the key to survival, it's interesting to note that researchers at the Edinburgh Napier University in Scotland have discovered a method to generate bio-fuel by using the products wasted after the distillation of whisky. The bio-fuel, called butanol, gives 30 per cent more power output than ethanol. Our local alcohol manufacturers may try to replicate the same method to utilise the excess molasses waste in future to somewhat meet the scarcity of power.

And, looking at the extensive capacity expansion and upgradation plans of various spirits companies in India, this does not seem too far off. Radico Khaitan, which flaunts a few millionaire brands in its portfolio, has recently launched a premium whisky, 'After Dark', strategically pricing the brand where it does not compete with Royal Stag, Blenders Pride or Royal Challenge. As mentioned in the previous issue, Allied Blenders and Distillers (ABD) is also planning to launch three more premium brands in the next few years.

Apart from the existing players, many companies who were in ENA and standard liquor business are also making further inroads in the IMFL market by launching their own brands like the new grain-based 'County Club' whisky introduced by Globus Spirits. Even though the company already has some presence in the spirits segment through its Hannibal rum and White Lace gin.

The entries into the beer market are just unstoppable. It's interesting to see so many international beer brands making a foray into the country almost every month. While the UB Group Chairman Vijay Mallya has already made it clear that the domestically brewed Heineken will be available in the market by early 2011, Carlsberg India's Tuborg has come up with its 'Tuborg Strong' version. The Japanese beer major Asahi, has launched its Super Dry version last month through its distributor. That's not the end; one of the most popular Chinese beers, 'Tsingtao', is also strengthening its foothold in India through its existing and new distribution channels.

Be it spirits, beer or wine, India is definitely in the list of every major liquor company because of the potential consumer base and the increasing purchasing power of the drinking population. However, one area that needs to be looked at is educating the youth about alcohol. Creating more trained and qualified professionals to participate in the process of production, distribution and marketing of alcohol brands is the need of the hour. Not to forget the need to have sommeliers who have an expertise on serving and pairing food with alcohol. Last but not the least; we need to have experts, more spirits companies coming forward to educate people about responsible drinking.

We need more education institutes, tie-ups with international organisations for certified courses which cater to all the above mentioned areas and then we can claim that we are moving towards achieving a wholesome growth in the alcobev industry.

INDSPIRIT 2010 is one such initiative which will not only showcase and highlight many new players with new additions to our activities list, but also offer entertainment and excitement to everyone associated with the alcohol industry.

We have decided to postpone the dates of BEERFEST to an appropriate time next year in order to present you a grand and fun-filled exciting beer festival. On a positive note, once again, we would welcome your suggestions and feedback on writetoambrosia@gmail.com

PROFILE - RADICO'S 'AFTER DARK' SHOWS PROMISE

Spirits giant Radico Khaitan has thrown another gauntlet into the IMFL arena with the test launch of its After Dark premium whisky. The company is now expanding its hold on the premium market and is on a high after the success of its Morpheus brandy and the continuing trail blazed by Magic Moments vodka. Radico Khaitan's Managing Director, Abhishek Khaitan, sheds more light on After Dark and other matters while speaking to Amitabh Joshi.

Excerpts: The launch of After Dark premium whisky, initially in the markets of Delhi and Haryana, stamps the trend for Radico Khaitan in the years to come. For a company relatively new in the traditional fold of Indian liquor giants, Radico has a host of millionaire brands already to its credit. It's 8 PM Whisky launched back in 1998 was a game-changer, but with the face of the Indian consumer going through a sea change over the years, a new product in that category was long due and After Dark finally came to the party.

- Amitabh Joshi

BREAKING INTO THE IMFL CITADEL - Globus Spirits Spreads Its Wings

On the back of its huge success in the ENA and standard liquor business, Globus Spirits Limited is making further inroads into the IMFL market with the launch of its County Club whisky brand. Amitabh Joshi reports.

Excerpts: The company already has a footing with other products like Hannibal rum and White Lace gin and is aiming in two years to corner a 10 per cent share of the whisky segment in which grain-based County Club is selling. Overall, Globus' fledgling IMFL brands are already looking at selling a million cases this year.

- Amitabh Joshi

TUBORG ON A STRONG WICKET - Carlsberg India makes another offering

Carlsberg India is challenging the domestic beer market with yet another launch and this time it's in the strong category with the launch of Tuborg Strong. Amitabh Joshi reports.

Excerpts: Recognizing that up to three-fourths of India's beer market falls in the strong category, it's a move that also shows that the company is willing to innovate and adjust to what it considers one of the prime emerging markets. Tuborg Strong also comes with a unique pull-off cap, which has added flair to its release.

VALLEY DE VIN: ADDING SPARKLE TO INDIAN WINES

Vallee de Vin, which produces Zampa wines, is striving to educate its consumers and enhance the overall wine experience. According to Ravi Jain, Managing Director, Valley de Vin, the wine industry has been growing handsomely for the last few years and the company doubled its sales last year despite the global recession.

Excerpts: Vallee de Vin was founded in 2006 and since its beginning the company has been producing Zampa, a premium brand of wines, as well as striving to educate their consumers and enhance the overall wine experience .The winery and the vineyards are located in Sanjegaon (Nashik), nestled in Maharashtra's Sahyadri Valley.

- Lopamudra Ganguly

JEANNIE CHO LEE - THE FIRST WOMAN MASTER OF WINE FROM ASIA

She is the first Asian woman to have acquired the Master of Wine (MW) title, a qualification issued by The Institute of Masters of Wine in the United Kingdom. For Jeannie Cho Lee the journey from being a business journalist to becoming a MW has not been as easy it may appear.

Excerpts: She is the first Asian woman to have acquired the Master of Wine (MW) title, a qualification issued by The Institute of Masters of Wine in the United Kingdom. For Jeannie Cho Lee the journey from being a business journalist to becoming a MW has not been as easy it may appear.

- Rojita Tiwari

CAFA SOMMELIER - MASTERING THE ART OF SOMMELIERE

Food and drinks is a major aspect of the French lifestyle. This has also given birth to the need of professionals - sommeliers-to handle their favourite tipple-wine. However, with the wine culture spreading across the world, it is not surprising to learn that the Sommelier school CAFA Formations in Bordeaux receives many students from Asia, especially from China every year. A report.

Excerpts: A Sommelier (or wine steward) by definition is the one who is a trained and knowledgeable wine professional, commonly working in fine restaurants and also specializes in all aspects of wine service as well as wine and food matching. The role is more specialised and informed than that of a wine waiter.

- Rojita Tiwari

MILLIONAIRES 2010 - INDIAN WHISKY BRANDS AT THE TOP

In this second part (refer to the drinks international Millionaires list printed in our last issue, prepared by Euromonitor) we feature a detailed report on the top whisky, vodka, rum and other spirits brands.

Excerpts: WHISKIES
Not only do whiskies account for the Millionaires list's highest number of brands in a single category (46), they also represent around 26 per cent of the entire list's total brand volumes. The Millionaires list is becoming increasingly dominated, especially at the top, by Indian whisky brands. This should hardly be surprising as in 2009 Indian whisky accounted for 43 per cent of total whiskies sold globally, having seen volumes grow by 12% CAGR between 2004-2009.

SPECIAL FEATURE - RACK SPACE TO MIND SPACE

When it comes to visual merchandising (VM) for alcohol brands in India, it is 'vanity fair' out there! A great way to lure potential customers and strengthen existing consumer base, VM - attracts, evokes desire, enchants and leaves the consumers asking for more…

Excerpts: Visual merchandising may sound like a 20th century-born fancy jargon straight out of a marketing management text book written by foreign scholars. Take a look around. There has always been ostentatious display of articles, objects, apparels, presents and wealth, more so in a country like India, from time immemorial. Can you imagine desi weddings without the abundant display of wealth and other trimmings? Eye-ball grabbing exhibit of objects, structures, albeit temporary, to house religious idols (think religious ceremonies that require setting up 'pandals', light decorations and fireworks) serve as palpable conversation starters, and most importantly, make longlasting impressions on people. That is visual merchandising. It is art and we definitely know how to do it.

BARS, BARTENDERS AND MORE

If you thought bar tending was a job with no future, think again.

Excerpts: Bartending began as a trade thousands of years ago. Historical accounts from the time of Julius Caesar show that inns situated along the major transportation routes served wine and provisions to travellers. Greek, and even Asian societies also had such institutions. Public drinking houses, as they were called in those times (now called PUBs in England), served as a place for people to socialise. Before the 15th century, the majority of bartenders were alehouse owners and female innkeepers who brewed and produced their own liquor.

CHANGE IS INEVITABLE

Emerging trends in the economy can indicate bigger changes for the future of the liquor industry in India. Is the nation prepared?

Excerpts: India has had a long association with liquor and has been, by and large, an inclusive society. The finer pleasures of life have never been far from the mind of the Indian, who likes to have his tipple one way or the other. Today, in the face of inflation, economic expansion and corresponding government policy, how is the landscape changing for the consumer, the seller as well as the administrator? It is an important question as everybody has a stake, direct or otherwise, in the gargantuan liquor industry in India.

- Arindam Mohanty
Source: Govt. Of Maharashtra

FOCUS FEATURE - MUMBAI PUBS UNDER THREAT

The nightclubs of the 'Maximum City' are caught in the crossfire in the ongoing battle between active residents associations and the municipal corporations. While some are teetering on the edge of shutting shop few others are firmly standing their ground.

Excerpts: Pub owners across Mumbai are having a tough time dealing with an order passed by Home Minister R R Patil in May, this year. After being lambasted with a volley of complaints from locals powered by ALMs (Advanced Locality Management), the Maharashtra Home Minister, ordered a number of nightclubs to shut down. These pubs have allegedly, flouted certain license rules for one, and the locals are strongly protesting against the increasing noise and traffic problems in the area at night. Maharashtra Home Minister Patil has been quoted in national dailies saying, "Residents came to me with a representation, pursuant to which an inquiry was initiated. Instructions were given that necessary action be taken. As rules were being flouted, we ordered the places to be shut down."

- Debdutta Ray

YOUNG ENTREPRENEUR - ISHEETA GUPTA CHARTING HER OWN SUCCESS STORY

She had the option to continue working in her family business, Amfora Wines, but she chose to traverse her own path and ventured out with Swirl Consulting

Excerpts: It takes temerity to branch out from the comforts of a family business set up and starting something of your own. In a quest to chart her own success path, Isheeta Gupta recently founded Swirl Consulting Company, which conducts wine appreciation workshops, wine promotions and wine dinners, wine and beverage training, event management among others.

- Rajiv Dogra

WINING AND DINING - DHABA THE LEGACY CONTINUES

The food and the ambience always come together with a trump experience in the small, cozy, limited seating but unlimited fun restaurant of one of the small boutique hotels- The Dhaba in New Delhi.

Excerpts: Eating at a Dhaba is always fun – I mean the roadside 'dhaba' with its quintessential lack of hygiene and that living on the edge by risking eating with those who travel rough on the roads of India. But, eating at The Dhaba – the one of its kind in The Claridges – is not fraught with any such risks. - Vincent Fernandes

- Ameeta Sharma

HYDERABAD'S DEADLY SYN

Gluttony and greed - two of the seven deadly sins. Bad, very bad. The Bible says so. But, at the end of a meal at the aptly named Syn, you can't help but admit that you're a 'synner' yourself, and the only thing that will cross your mind is how GOOD it was!

Excerpts: Everything about Syn at Taj Deccan in Hyderabad exudes a calm yet forceful elegance - the uncluttered decor, the seating and even the island bars. The outdoor 'Synfresco' is aesthetically done as well, with sun umbrellas shading comfy cane sofas on a pebbled ground. Surrounded by just the right number of trees, and the well kept rock garden; it's the perfect place for a long, lazy Sunday brunch.

- Karina Aggarwal

SAMMY SOSA

Mexican cuisine with an Indian twist

Excerpts: If you haven't already heard of the Dominican baseball player, then the name Sammy Sosa won't mean anything to you. And if you have, you'll wonder what a restaurant called Sammy Sosa serves. A baseball themed hot-dog kind of place maybe? But you'd be way off. And ironically enough that's probably the point.

- Karina Aggarwal

ENCOMPASSING EVENT - WINE AND FOOD OF MARCHE REGION

To understand the wine and food from the Marche region we spoke to Andrea Angeletti, a Michelin star chef, who has showcased his specialities the world over. His finesse in the famed cuisine of Marche is unmatched and he has been flown to Mumbai specially to introduce the city to this region. Hyatt Regency Mumbai, together with Riona wines, is presenting the essence of Italy's Marche region from 24 to 30 August 2010 at STAX.

Excerpts: While talking about wine from the Marche region one cannot forget the Verdicchio. The Verdicchio can be considered the third great Italian wine. Located in the heart of Italy, the Le Marche region enjoys distinctive soil and climate conditions that wonderfully suit it to viticulture. Embraced by mountains and sea, the Apennines and the Adriatic Sea, much like other great viticultural regions (Chile, California), Le Marche covers some 10,000 square kilometres (3,800 sq.mi), predominantly hilly terrain divided by river valleys descending to the coast.