Author Archives: Janhavi Panani

Seven Cocktails to Stir-up Valentine’s Day

Valentine’s Day is ultimately about connection with a partner, with friends, or simply with yourself and nothing sets the mood quite like a beautifully crafted cocktail. Valentine’s Day deserves a drink that feels special. This curated collection of six cocktails brings together bold whiskies, elegant heritage spirits, and rich brandies, each recipe crafted to add depth, warmth, and a touch of romance to the celebration.

Breakfast Martini by Atelier V 

Made with orange marmalade instead of vermouth, it brings a gentle sweetness and a fresh citrus lift that feels special.  

Ingredients

Gin – 45ml 

Orange liqueur – 15ml 

Fresh lemon juice – 10ml  

Orange marmalade – 1tsp 

Lemon wheel/small piece of toast for the garnish 

Method: 

Add gin, orange liqueur, lemon juice, and marmalade into a shaker with ice. 

Shake well until chilled, and the marmalade is fully incorporated. 

Double-strain into a chilled coupe glass. 

Garnish with a lemon wheel or toast. 

————-   

When I Was Young! by Davana Vermouth Indica 

When I Was Young! blends the comfort of Bournvita with the layered complexity of Davana Rosso and bourbon. It’s a Valentine’s Day cocktail that feels like a warm, unexpected throwback.  

Ingredients: 

Davana Rosso – 30ml 

Bourbon – 30ml 

Bournvita syrup – 10ml 

Bitters – 4-5 dashes 

Method: 

In a mixing glass, combine Davana Rosso, bourbon, Bournvita syrup, and bitters. 

Stir well for 8-9 rotations to chill and integrate. 

Strain into a rocks glass over a block of ice. 

—–   

Strawberry Sparkling Wine by MONIN India 

A refreshing and beautifully balanced sparkling cocktail that pairs MONIN Strawberry Syrup with the bright citrus notes of Curaçao Triple Sec, topped with chilled sparkling wine. Finished with fresh strawberries, it’s a classic Valentine’s drink.  

Ingredients: 

MONIN Strawberry Syrup – 10 ml 

MONIN Curaçao Triple Sec Syrup – 10 ml 

Chilled sparkling wine – 90-120 ml 

Fresh strawberry – garnish 

Method: 

Add both MONIN syrups to a wine glass. 

Top gently with chilled sparkling wine. 

Stir lightly to combine. 

Garnish with a fresh strawberry and serve immediately.

————–  

Chocolate Negroni by Tulleeho 

Not every Valentine’s drink needs to be pink or red. Here, the bright citrus edge of a standard Negroni gives way to the deeper, richer notes of cacao. The result? A smooth, yet complex cocktail perfect for slow-sipping that feels made for intimate conversations, late dinners, and sharing the moment with someone special. 

Ingredients

Gin – 30 ml 

Sweet vermouth – 30 ml 

Campari – 30 ml 

Chocolate bitters – 2 dashes 

Orange twist – for garnish 

Method: 

Add the gin, sweet vermouth, Campari, and chocolate bitters to a mixing glass filled with ice. 

Stir gently for 20–30 seconds until well-chilled. 

Strain over a large ice cube in a rocks glass.

Express the oils from an orange twist over the drink and use as garnish.

———

Red Velvet by Tulleeho 

Red Velvet keeps it simple: ripe raspberry, a squeeze of lime and smooth vodka come together for a bright, fruit-forward sip that’s equal parts fresh and striking the kind of cocktail that instantly steals the spotlight at date night. 

Ingredients: 

Vodka – 45 ml  

Raspberry puree – 30 ml 

Lime juice – 15 ml 

Sugar syrup – 10 ml 

Rose petals – for garnish 

Method: 

Add the vodka, raspberry puree, lime juice, and sugar syrup to a cocktail shaker filled with ice.

Shake vigorously until well-chilled. 

Strain into a chilled coupe glass. 

Garnish with rose petals and serve.

————  

Vieux Carre by Maya Pistola Agavepura 

Not every Valentine’s cocktail needs to be sweet and shy. Some are bold and a little mysterious. The Vieux Carre is one such classic.  

Made with Maya Pistola Agavepura’s Extra Añejo, this cocktail is a slow-burn romance in a glass: complex, elegant, and perfect for long conversations, dim lights, and a second round.  

Ingredients: 

Maya Pistola Agavepura Extra Añejo: 45 ml 

Sweet vermouth: 20 ml 

Dom Benedictine: 10 ml 

Angostura Bitters 

Peychaud’s Bitters 

Maraschino cherry  

Method: 

Add ice to a mixing glass. 

Pour in Pistola Extra Añejo, sweet vermouth, Dom Benedictine, and a dash of both bitters. 

Stir gently to chill and dilute. 

Strain into a chilled rocks glass over fresh 

Garnish with a maraschino cherry. 

———-

Scarlet Oasis by Monarch Legacy Edition 

Juicy watermelon and pomegranate bring a soft, lush sweetness, sharpened with fresh lime and lifted with bubbles for a clean, balanced finish. It’s refreshing without being shy, indulgent without feeling heavy. 

Ingredients: 

Monarch – 45 ml 

Watermelon & pomegranate shrub – 30 ml 

(made from fresh watermelon juice, grenadine syrup, and apple cider vinegar) 

Fresh lime juice – 15 ml 

Soda – 60 ml 

Watermelon slice – for garnish 

Highball Glass 

Ice 

Method: 

Add Monarch, the watermelon and pomegranate shrub, and lime juice to a shaker filled with ice. 

Shake well to chill. 

Strain into a highball glass over tall ice.

Top with soda. 

Garnish with a watermelon slice and serve. 

——————-

A Lunch Worth Lingering Over at Sorbo

Delhi winters are famous for being cold enough to make you reconsider lunch plans. I walked into Sorbo on Golf Course Road under a sky that felt unusually generous with sunshine, an early gift for anyone venturing out midday. The moment I stepped inside, the room signalled that this was not an ordinary stop for food. The space is expansive, unfolding over two floors and about 5,100 square feet that have been carefully arranged to feel intentional without feeling staged.

Designed by Manav Dangg, principal architect at Studiio Dangg, the restaurant draws from Moroccan references with a confident hand. The entry features an ornate colonnade near the bar, columns with patterned lines and rings in muted shades inviting curiosity about what follows. Past that, the main dining area spreads out with both traditional tables and higher seating near the bar, giving people options without fuss. Walls wear a pale peach tone, while sofas in a calm terracotta hue sit alongside deep green bar stools and white Carrara marble tables. Archways and curves replace rigid lines, guiding sightlines playfully across the room. Around the staircase, a warm Marrakech pink carries its own charm, and patterned tiles underfoot continue this theme up to the terrace. Outdoor seating feels like a gentle nudge to stay longer, helped along by lush plants, lanterns, and softly glowing glass pendants overhead. Even the furniture feels chosen with care; pieces on the terrace come from The Garden Room, adding to a sense of relaxed attention to detail.

Food and Drinks

Looking through the menu, the range becomes clear quickly. Moroccan dishes sit comfortably alongside Mediterranean and Pan Asian plates, with a dedicated Marrakesh section. The rest of the menu moves easily between tapas, small plates, and larger mains, with salads, bowls meant for sharing, and familiar continental options such as handmade pastas and Neapolitan pizzas.

I began with the Sorbo Gyoza Dumpling. The chicken filling was juicy and the fragrant sesame dip brought just enough lift to start the meal with a smile. A Spiced Souk alongside it gin with saffron, apricot, and pickle felt herbal and gently warming. Next came the Dynamite Prawn: crisp tempura with a spicy mayo that turned out to be an ideal excuse to order another drink. Gone With the Wind, made with shiitake gin, truffle honey, and tonic, arrived at the right moment, earthy and refreshing on the palate.

The Non-veg Mezze Platter arrived like a celebration: lamb adana, seven spice lamb, crispy chicken, and dukkah chicken sat alongside hummus, muhammura, baba ganoush, tratikri, marinated olives, lavash, and warm pita. Fork-fuls passed around the table with laughs and commentary on how generous the portions felt. Elixir No. 8 joined the spread soon after, blending aged rum, grilled pineapple, kaffir lime leaves, and a fizzy pop candy finish that added a playful note to the table.

The Lamb Tagine held its own in both flavour and presence. Tender lamb in ras-el-hanout stew paired with saffron pilaf, lemon, and pickle was lively without being showy, and the dish kept me engaged through the middle of the meal. This was when I ordered a Whisky Sour. I judge a bar by how well they make one. Sorbo’s was one of the better ones I’ve had this year; balanced in taste and solid in execution, making it clear that the bar team knows their craft.

Dessert stayed indulgent. The Tiramisu came layered with cream cheese mousse and coffee-soaked savoiardi, finished with a shot of Kahlúa. Then there was the Pistachio and Chocolate Kunafa. Shaped like an éclair, it arrived with a glossy finish. Breaking into it revealed a rich pistachio centre that was genuinely enjoyable. It left a grin on my face before it disappeared.

Lunch stretched into the afternoon with no sense of hurry and plenty of reasons to smile. Choosing Sorbo felt right that day.

Other details:

Cost for two: INR 4000

Address: 10,11, Golf Avenue, 42, Golf Course Rd, Sector 42, Gurugram

For Reservations: 9818570012 | 9319030012

J&K Liquor Shop Auctions yield Rs. 2,152 Crore; No New Licences Planned

The Jammu and Kashmir government has mobilised Rs. 2,152 crore in revenue from the auction of retail liquor vends over the past two financial years, underlining the growing fiscal importance of alcohol sales in the Union Territory’s tightly regulated market.

According to official data, the government generated Rs. 1,03,462.49 lakh in 2023–24 and Rs. 1,11,816.07 lakh in 2024–25 through the auction of liquor shops. Despite the healthy growth trajectory, the UT administration has clarified that it does not intend to open new liquor outlets in the current financial year and no fresh JKEL-2 retail licences are proposed.

The revenue profile continues to be heavily skewed in favour of the Jammu region, which accounted for Rs. 1,96,830.06 lakh over the two-year period. In contrast, the Kashmir region contributed Rs. 18,448.50 lakh, reflecting both demographic and socio-political consumption differences between the two regions.

District-wise data show steady growth across key centres. Jammu district alone generated Rs 48,350.15 lakh in 2023–24, rising to Rs. 50,913.93 lakh in 2024–25. Udhampur reported Rs. 11,322 lakh and Rs 12,061.50 lakh in the respective years, while Kathua recorded `10,653 lakh and Rs. 11,272 lakh.

Srinagar registers Revenue Increase

In the Kashmir Valley, Srinagar saw revenues increase from Rs. 5,489.67 lakh to Rs. 6,557.66 lakh year-on-year. Anantnag’s collections rose from Rs. 1,403.50 lakh to Rs. 1,999.50 lakh, and Baramulla posted Rs. 872.23 lakh in 2023–24 and Rs. 1,139.84 lakh in 2024–25.

Officials reiterated that all liquor licences are issued strictly to domiciles of Jammu and Kashmir in line with the J&K Excise Act, 1958, and the excise policy notified periodically.

The current revenue momentum is particularly significant when viewed against the region’s recent history. In the early 1990s, separatist violence in the Valley led to the forced closure of cinema halls, wine shops and other lifestyle establishments. Retail alcohol sales in Kashmir virtually disappeared for years, leaving hundreds of families without livelihoods.

With gradual improvements in the security environment, select cinema halls, beauty parlours and liquor shops have resumed operations, though the Valley remains socially and politically sensitive to alcohol retail. As a result, the retail footprint in Kashmir is far smaller than in Jammu, where consumption patterns are more aligned with neighbouring north Indian states.

High Auction Premiums

For the alcobev trade, J&K presents a unique operating environment. The market is fully auction-driven at the retail level, with limited licences and high entry barriers. This scarcity model tends to push up bid premiums, making retail vends capital-intensive but potentially lucrative in high-footfall districts such as Jammu.

Brand portfolios in the UT are dominated by Indian Made Foreign Liquor (IMFL), with whisky accounting for the lion’s share of volumes, followed by rum and vodka. Beer demand is seasonal and largely concentrated in Jammu, while premium and imported categories remain niche but are gradually expanding in urban pockets.

The government’s decision not to issue new JKEL-2 licences this fiscal suggests a policy focus on revenue optimisation rather than retail expansion. For suppliers, this means growth will likely come from premiumisation, better brand visibility within existing outlets and increased tourism-driven consumption rather than an increase in retail touchpoints. As Jammu and Kashmir balances social sensitivities with fiscal priorities, the excise-led revenue stream is clearly becoming a stable contributor to the Union Territory’s finances.

Bootlegging Across Borders

A series of high-profile raids across western and northern India has once again thrown the spotlight on the thriving and increasingly sophisticated network of interstate liquor smuggling, a trade fuelled as much by prohibition laws as by India’s fragmented excise regime.

In Ahmedabad’s Narol area, police recently intercepted a truck carrying what appeared to be a legitimate consignment of helmets. Acting on specific intelligence, the city’s Prevention of Crime Branch (PCB) kept watch near Sainath Parking on the S.P. Ring Road and stopped the vehicle late night. Beneath 1,053 helmets stacked in the upper section of the truck, officers found 10,749 bottles of foreign liquor, allegedly being transported in violation of Gujarat’s prohibition law.

The liquor haul was valued at ₹63.86 lakh, while the helmets were worth ₹5.25 lakh. The Himachal Pradesh-registered truck, along with a mobile phone and cash, was seized, taking the total value of confiscated property to over ₹84.22 lakh. The driver, identified as 38-year-old Johnny Baldevsinh Chandel from Mandi district in Himachal Pradesh, was arrested. Preliminary investigations indicated that the consignment had been loaded in Chandigarh and was destined for Junagadh.

Under the Cover of Legitimate Goods

Police officials noted that smugglers increasingly use legitimate goods, from helmets to medicine cartons, as cover to evade routine highway checks. In October 2025, the Sola High Court Police Surveillance Squad intercepted another truck near Gota Bridge in Ahmedabad carrying boxes labelled as hospital medicine that concealed 5,520 bottles and tins of Indian Made Foreign Liquor (IMFL) worth about ₹30.9 lakh. Two men from Punjab were arrested in that case.

Similar seizures have followed a pattern. In September 2025, Vadodara’s Special Monitoring Cell seized 8,231 bottles of IMFL valued at ₹44.93 lakh from a pickup truck near Kapurai crossroads. The vehicle was confiscated and police launched a hunt for the broader network.

Even social gatherings have come under scrutiny. In a dramatic raid near Ahmedabad, police arrested 43 men and detained 38 women during a marriage anniversary celebration where liquor was allegedly being served illegally. Authorities seized alcohol bottles, hookahs, cars and mobile phones collectively valued at ₹2.3 crore. Gujarat, a “dry” state where the manufacture, sale and consumption of liquor are prohibited (except in GIFT City), continues to witness periodic crackdowns under the Gujarat Prohibition Act.

Nasha Mukt Bharat Abhiyan

Elsewhere, enforcement agencies are also attempting to stem illicit supply. In Haryana’s Panchkula, police destroyed 416 cases of illegal liquor worth ₹21 lakh as part of the Nasha Mukt Bharat Abhiyan. The haul included English liquor, country-made liquor, beer bottles and thousands of quarters seized between 2022 and 2025.

In Maharashtra, the State Excise Department recently undertook what officials described as one of its most decisive actions in recent years. Kagal Excise Inspector Shankar Amberkar travelled to Goa to probe the manufacture of spurious liquor bearing fake Maharashtra labels. Two companies involved in producing labels, bottle caps and packaging material were sealed with the permission of the State Excise Commissioner. A conveyor belt used for manufacturing counterfeit bottle caps, along with caps, labels and boxes, was seized. Officials indicated that the illicit trade could have cost the Maharashtra government crores of rupees in lost revenue.

These cases, spanning Gujarat, Haryana, Maharashtra and Goa, illustrate not isolated criminal enterprises but an entrenched interstate supply chain shaped by policy asymmetries.

Prohibition and the Demand-Supply Gap

Gujarat remains the most prominent example of how prohibition can create a lucrative underground market. With a legal ban on the manufacture, sale and consumption of alcohol, except under tightly controlled permit systems, demand does not disappear. Instead, it migrates into informal and illegal channels.

Bootleggers exploit porous borders with Rajasthan, Madhya Pradesh, Maharashtra and the Union Territory of Daman and Diu, where liquor is legally available. Trucks carrying legitimate goods provide cover for concealed consignments. Smaller vehicles, private cars and even courier services are sometimes used to transport limited quantities.

The economics are straightforward, scarcity combined with legal risk inflates prices. A bottle that retails legally for ₹1,000 in a neighbouring state can command significantly higher rates within a dry state. The risk premium, covering transport, bribes, losses from seizures and operational costs, is built into the final selling price.

Law enforcement agencies have repeatedly acknowledged that intelligence-led operations are required to intercept such consignments, but the sheer volume of road traffic and the length of state borders make complete enforcement nearly impossible.

The Excise Puzzle

Beyond outright prohibition, India’s federal structure creates a patchwork of excise duties that vary widely from state to state. Alcohol taxation falls within the jurisdiction of state governments, making it one of their most significant revenue streams. Excise collections often account for 15–25% of a state’s own tax revenue.

Each state sets its own excise duty, additional excise duty, special fees, licence charges and distribution margins. The result is significant price variation across state lines.

For example, a premium IMFL brand may retail at sharply different price points in Delhi, Haryana, Rajasthan and Maharashtra due to variations in excise duty, value-added tax (VAT), and distributor margins. Lower-tax states frequently become source points for illegal diversion into higher-tax markets.

Border districts become particularly vulnerable. Liquor legally purchased in a low-tax state can be transported in bulk and sold informally in a neighbouring high-tax state at a price lower than the official retail price there, while still generating substantial profit for smugglers.

In some cases, counterfeit labelling adds another layer. As seen in the Maharashtra-Goa case, spurious labels are used to pass off liquor as locally taxed stock, allowing illegal entry while evading higher excise duties.

Revenue Pressures and Enforcement

On one hand, high excise duties generate substantial revenue. On the other, steep taxation creates incentives for tax evasion and smuggling.

Maharashtra’s excise department, which has a revenue target of ₹40,000 crore for the current financial year, views illicit liquor not merely as a law-and-order issue but as a fiscal threat. Officials involved in the Goa operation indicated that fake-labelled liquor entering the state could have resulted in revenue losses running into crores.

Similarly, Gujarat’s periodic large-scale seizures underscore the enforcement cost of maintaining prohibition in a geographically connected marketplace.

Experts argue that as long as sharp interstate price differentials exist, arbitrage opportunities will persist. Prohibition intensifies this dynamic by converting entire states into high-risk, high-margin destinations.

Technology, including track-and-trace systems, holograms, QR-coded excise labels and coordinated interstate intelligence sharing, has improved oversight. Yet, smugglers adapt quickly, using sophisticated concealment methods such as embedding bottles within legitimate cargo.

The recent raids suggest that enforcement agencies remain vigilant. However, they also highlight the structural drivers of the illicit trade: policy divergence, fiscal dependence on alcohol revenues, and persistent consumer demand.

Until excise frameworks are harmonised or border enforcement becomes near-airtight both unlikely in the near term, interstate liquor smuggling is poised to remain a recurring headline, surfacing in helmet consignments, medicine cartons, wedding banquets and beyond.

IDAAYA Rum growing in stature

Karishma Manga Bedi, Founder and CEO, Those Good Distillerss talks about IDAAYA, the multi- award-winning Himalayan sipping rum from India’s artisanal spirits house, Those Good Distillerss. Those Good Distillerss, as the brand marks a significant milestone with its retail debut in Gurgaon.

Karishma Manga Bedi, Founder and CEO, Those Good Distillerss

IDAAYA is a small batch production rum that is made unhurriedly and uncompromisingly. Karishma Manga Bedi, “We use ancient Indian methodologies in our processes that is accompanied with the best-in-class Solera method to bottle our rum. The end result is a product that is highly nuanced and upon tasting is a true discovery.

The creation and launch of IDAAYA was an audacious move, one that created curiosity for it and aided a steady growth in Travel Retail especially when benchmarked against international brands. Repeat consumption has allowed us a small but growing base for loyal patrons for whom the exceptional quality of our spirit has strongly resonated.

Our vision at Those Good Distillerss, is to create speciality spirits, those that represent India or those that bring the best to India. Spirits that are crafted without compromise and are compelling in their story and taste. We create for joy and passion and are committed to deliver an elevated experience with IDAAYA and our new spirits that will be revealed in the near future.

At IDAAYA, we have taken the best of the age-old and new world techniques to create a rum that has exceptional character. During our research we found that the oldest reference to a drink made by fermenting and distilling a drink from sugar cane juice was done in India. Our ancient books, the Arthashastras make reference to this as a kind of Amlasidhu. Inspired by this, we are using two techniques to treat our casks, which is proprietary to IDAAYA, Lepam and Dhoopam. Historically, these were done to treat, disinfect and close gaps in the casks. Such treatments also allow the casks to take on distinct characteristics basis the ingredients used, which in this case are all indigenous to India. Additionally, we work with Sal wood casks for our Solera bottling which is indigenous to India and also grows at the base of the Himalayas.

From the onset, our vision has always been to build brands that elevate the spirits experience. IDAAYA has aimed to do just that by ensuring the use of ancient Indian philosophy and technique in how our liquid is treated, the beauty of our decanter like bottle with the Himalayas flutter across it, and the narrative for our brand which is proudly from India. This modern representation of India has to be taken the world stage where is sits right next to some of best brands from across the world. Today, there is an appreciation for a sensibility that is modern in context yet rooted in culture and I think the appeal for this is evident with the Indian and International Awards that the brand has been awarded in the year since its inception.

IDAAYA has also won many International prestigious awards, those that have been judged by Industry leaders and consumers alike including a Double Gold at the SIP Awards USA, Gold at International Spirits Challenge, The Rum and Cachaca Masters, Silver at The Asian Spirits Masters, London Spirits Competition and Bronze at The International Wines and Spirits Competition, World Rum Awards and San Francisco World Spirits Competition.

The brand is currently available across Travel Retail at Duty Free in New Delhi, Mumbai and Bangalore. In addition to this Haryana is the first state in India where IDAAYA is currently available. It will be available across key metros in 2026.

Amrut Expands Luxury Portfolio in North India with IGL Partnership

  • Aiming to rank among the top three Indian single malt brands in Delhi, UP, and Uttarakhand
  • Targeting a 20% market share in these regions
  • Amrut looking for similar arrangement in North India

India’s premium spirits landscape is seeing a decisive push into the luxury segment, as Bengaluru-based Amrut Distilleries has rolled out an expanded portfolio of high-end Indian single malts across Delhi and Uttarakhand, with Uttar Pradesh next in line. The rollout is being executed through a strategic distribution and marketing partnership with India Glycols Ltd (IGL), one of the country’s largest extra neutral alcohol (ENA) producers.

The move marks Amrut and IGL’s transition from the premium category into the luxury malt space in key North Indian markets, targeting both high-value consumers and institutional buyers, while leveraging IGL’s financial strength, logistics, and market reach.

Explaining the rationale behind the move, the Executive Director of Amrut Distilleries, Thrivikram. G. Nikam said, “Prior to partnering with IGL, we were operating through a local distribution arrangement, with a strong focus on our premium portfolio. At that time, we were selectively present in the northern markets, primarily testing the waters with our higher-end offerings. However, following changes in the excise policy in Delhi we decided to discontinue operations and reassess our approach to the region. Now with IGL we have reintroduced our Luxury Malt brands.”

Asked about the incremental market-share Amrut expects from the arrangement, he said, “While we are not placing specific numbers at this stage, the re-entry with IGL has been encouraging. With a more structured and reliable arrangement now in place with IGL, we are confident of achieving a steady and sustainable growth trajectory in these markets.”

Leveraging IGL’s Operational Strength

On the partnership, Nikam mentioned that the biggest advantage is the alignment of values and long-term vision. “IGL is a respected and well-established organisation, and their market understanding, operational strength, and credibility complement Amrut’s philosophy of quality, integrity, and premium positioning. We see this as a long-term partnership built on mutual trust and shared goals with IGL. We look forward to strengthening our presence in the northern markets through this association with IGL.”

India Glycols operates ENA manufacturing facilities in Kashipur and other locations, supplying high-quality extra neutral alcohol to leading spirits brands across the country. ENA is transported from northern India to southern markets such as Karnataka due to its consistency and quality, despite the presence of local distilleries. Amrut sources ENA from India Glycols. IGL already supplies ENA for the production of nearly 2 lakh cases per month at its bottling facilities and has been producing premium alcohol for over 15 years. The company also owns brands such as Amazing Whisky, Amazing Vodka, and Zumba Limon, but had largely remained an upstream supplier before entering branded spirits in a bigger way.

Amrut open to Partnerships

To the question whether Amrut would be open for similar arrangements, Nikam confirmed “Yes, as part of our growth strategy, we remain open to partnering with strong, credible promoters in other regions as well. Our focus is to work with partners who share our values and have a deep understanding of their respective markets. This approach will guide our expansion into remaining states over time.”

Raju Vaziraney, President of IMFL at India Glycols said that recognising the challenge of launching new whisky labels in a market driven by heritage and credibility, IGL opted to partner with Amrut rather than create a new single malt brand from scratch.

New Launches: Capital, Double Cask and Exclusive Editions

Vaziraney mentioned that in Delhi, three luxury expressions have been rolled out. They are Amrut Fusion—the flagship, internationally awarded Indian single malt; Amrut Amalgam Double Cask—an upgraded and more refined version of Amalgam, featuring new premium magnetic packaging; and Amrut Exclusive Edition – Capital Edition—a city-specific luxury malt positioned among the highest-priced Indian single malts.

In Uttarakhand, four variants have been introduced Amrut Fusion; Amrut Amalgam Double Cask; Amrut Exclusive Edition – Silver Jubilee Edition, commemorating 25 years of the state’s formation; and Amrut Amalgam Peated, catering to consumers who prefer smoky malt profiles.

Uttar Pradesh is scheduled for launch within the next month, with three luxury variants already approved under the agreement.

Export-Grade Quality

To align with international benchmarks, Amrut has increased alcohol strength for these markets with Fusion and Amalgam: 44.1% ABV (up from the usual export 42.8%) and Exclusive Editions: 48% ABV. He reiterated that the same malt quality supplied to export markets is being offered domestically, reinforcing its premium and luxury positioning.

The partnership is targeting aggressive growth in North India. Amrut and IGL are aiming to rank among the top three Indian single malt brands in key markets such as Delhi, UP, and Uttarakhand, with a 20% market share target in these regions.

Pricing for the Exclusive Editions is expected to place them among the top three highest-priced Indian single malts, firmly positioning the range in the luxury category. Within Amrut’s internal classification, these expressions are being marketed as Luxury Malts, above its earlier premium offerings such as McIntosh by IGL.

Vaziraney added that for now, the expansion is limited to Delhi, Uttarakhand, and UP. Amrut already has established distributors in Haryana and Rajasthan and does not intend to disrupt existing partnerships. Further northern expansion will be evaluated based on performance in the current markets.

In Delhi and Uttarakhand, regulatory norms require the manufacturer to maintain depots. Accordingly, stocks are transferred to Amrut-owned depots, while IGL manages end-to-end commercial operations. The trademarks and brand stewardship remain with Amrut, ensuring global brand integrity. A key differentiator of the partnership is its 100% cash-and-carry distribution model, a rarity in India’s spirits trade. Under the arrangement, IGL purchases stocks upfront, often requiring over ₹1 crore per truckload, and assumes responsibility for sales, pricing strategy, promotions, and market execution.

With India’s single malt category continuing to grow rapidly both at home and abroad, the Amrut–IGL alliance signals a new phase of consolidation, premiumisation, and financial discipline in North India’s high-end spirits business.

Why India Matters to HiteJinro Now and How Monika Alcobev Fits into Jinro Soju’s Plan

Soju’s easygoing character and food-friendly nature have carried it far beyond Korea; its growing following now finds new settings closer to home

HiteJinro Co., Ltd., the South Korean beverage major behind Jinro, the world’s highest-selling spirit brand, has initiated its India chapter through a partnership with Monika Alcobev Limited, entrusting the Indian company with import, distribution, and brand stewardship across key markets. The association reflects a considered entry into a complex and consumption-rich environment, shaped by evolving social rituals, culinary openness, and an increasingly cosmopolitan drinking public.

From HiteJinro’s perspective, India represents a market of exceptional consequence within its international outlook. “India is one of the world’s largest spirit-consuming nations and we see strong long-term potential for Jinro here,” said David, Export Manager at HiteJinro Co., Ltd., pointing to a convergence of scale and shifting taste structures. The country’s expanding hospitality sector and growing familiarity with international categories, he observed, have created conditions conducive to sustained category development.

Kunal Patel, Managing Director of Monika Alcobev Limited

That assessment finds resonance with Monika Alcobev’s reading of the domestic market. According to Kunal Patel, Managing Director of Monika Alcobev Limited, globalisation has made Indian consumers far more experimental and open to discovering new beverages. He attributes this change to increased travel, digital exposure, and the steady integration of international cuisines into everyday urban life, particularly among younger consumers.

Jinro arrives in India carrying substantial global authority. In 2024, the brand recorded sales of approximately 96.8 million cases worldwide, retaining its position as the world’s number one spirit for over two decades. For HiteJinro, this scale reflects entrenched consumption habits across more than 80 countries. Beyond its home market, China stands as Jinro’s largest international base, followed by Japan, Southeast Asia, and North America. Europe, including the UK, has increasingly contributed to growth. “That consistency stems from familiarity and trust built across generations of consumers,” David remarked, describing Jinro as an established presence within routine social occasions across diverse geographies.

Patel notes that comparable cultural signals have begun to surface locally. Korean cuisine, he said, has moved decisively into the mainstream, finding acceptance across metropolitan dining circuits. He observes that drinking preferences are increasingly aligned with lighter, lower-ABV spirits suited to extended meals and shared gatherings.

These shifts have informed how Jinro will be introduced to Indian consumers. “Soju lends itself to a wide spectrum of occasions,” David explained. “Its consumption spans informal social settings, food-led environments, and uncomplicated mixed serves.” This adaptability, he added, has supported Jinro’s international expansion and remains central to its market strategy.

Monika Alcobev’s execution plan centres on translating that versatility into recognisable Indian contexts. Patel describes an approach grounded in reassurance and continuity. Trial emerges through visibility and education in relevant venues. Repeat follows when access and experience remain dependable.”

Internationally, Jinro’s recent growth has been driven largely by consumers in the 25–35 age group, with increasing interest from early Gen Z. HiteJinro acknowledges that this demographic profile has influenced its communication framework. “Our engagement prioritises lifestyle, food pairing, and social interaction,” David said, rather than traditional spirits narratives.

That orientation aligns closely with Monika Alcobev’s on-trade focus. Modern Asian restaurants, Korean dining formats, izakayas, and cocktail-forward bars will be instrumental in early adoption. It expects markets such as Delhi NCR, Mumbai, Bengaluru, Hyderabad, and Goa to establish the initial pace, supported by established hospitality ecosystems and premium retail infrastructure.

The Indian portfolio will feature Jinro’s flagship Chamisul Fresh alongside flavoured variants including Green Grape, Plum, Strawberry, and Peach. “Classic expressions continue to anchor our global volumes,” David said, while acknowledging the role flavoured variants play in attracting new consumers across international markets. Patel added that the flavour range offers familiarity for first-time Indian drinkers while supporting repeated consumption across occasions.

HiteJinro places particular emphasis on the influence of the on-trade during the early stages of market development. “For many consumers, their first interaction with soju will take place at a bar or restaurant,” David said. Bartender understanding and recommendation, he explained, carry considerable influence in shaping familiarity and confidence.

That view is echoed by Monika Alcobev. Bartenders act as the first interpreters of the category. When they understand production methods, cultural context, and contemporary serve formats, the category finds firmer footing within everyday drinking behaviour.

HiteJinro evaluates progress in new markets through phased benchmarks. “The initial 12 months focus on distribution reach and trial,” David said. “Between months 12 and 24, repeat consumption becomes the clearest indicator of sustained adoption.” Cultural engagement and consistent on-trade presence will guide subsequent expansion.

Patel shares that long-term perspective. Success, he said, will be evident when Jinro becomes a familiar and trusted presence across bars, restaurants, and retail, supported by disciplined execution and steady consumer demand.

Seagram’s Royal Stag BoomBox is Back

Seagram’s Royal Stag BoomBox, experiential music festival that blends Bollywood’s timeless melodies with the pulsating beats of hip-hop, is back with its Season Four. This year’s Royal Stag BoomBox is set to be the most ambitious, with an extraordinary line-up of celebrated Indian and International musical talents and a multi-city tour of Vizag, Kolkata, Mumbai and Mohali.

Season 4 kicks off on 21st February 2026 in Kolkata followed by Vizag (March 7), Mumbai (March 14) and Mohali (March 28). Since its inception, the festival has redefined India’s live music landscape through electrifying collaborations between iconic Bollywood voices and dynamic hip-hop acts.

This year’s power-packed line-up features rap superstar Badshah; chart-toppers Armaan Malik and Divine; along with the melodious Neeti Mohan; Nikhita Gandhi; Rashmeet Kaur and Sreerama Chandra, and the legendary band Fossils. Adding to the excitement are hip-hop heavyweights Raftaar and Dino James, and DJ Sahil Gulati.  Fans can also gear up for an adrenaline-pumping gaming face-off with the gaming sensation, Payal Dhare.

Medusa Enters Draught Segment, Targets On-Trade Growth in Delhi

Medusa Beverages has launched its draught beer offering in Delhi, expanding its presence in the on-trade and HORECA segment as the brand looks to strengthen consumer engagement in pubs and bars.

The rollout arrives amid growing demand for social and experience-led drinking formats in urban markets, where draught beer continues to attract younger consumers and nightlife audiences. Delhi remains Medusa’s largest market, contributing nearly 5.4 lakh cases and more than 10% market share in FY25, according to company data.

The company said the new offering focuses on improving pour consistency and freshness at the point of consumption. The draught system will use Lindr ‘Naked’ taps imported from the Czech Republic, known for beer dispensing technology designed to maintain optimal serving temperature and smooth texture.

“Draught beer allows us to enhance how consumers engage with Medusa in social spaces,” said Avneet Singh, Founder and CEO of Medusa Beverages. He added that the move also supports stronger partnerships with pubs and bars while maintaining quality control at serving points.

The draught beer will initially be introduced across select hotels, restaurants, cafés, pubs and bars in Delhi, with expansion planned across 50 outlets in the coming months. The launch aligns with the brand’s strategy of building experiential consumption platforms across high-footfall hospitality venues.

The draught format will feature Medusa AIR, the company’s mid-strength beer with 4.5% alcohol content. Positioned as a lighter beer suited to extended social consumption, the variant is intended to support longer drinking occasions while maintaining flavour balance.

Maharashtra signs ₹500-Crore Investment MoU with Carlsberg at Davos

Maharashtra has secured a ₹500-crore investment commitment from global brewing major Carlsberg, reinforcing the state’s appeal as a key destination for foreign investment in the food and agro-processing sector.

The Memorandum of Understanding (MoU) was exchanged at the World Economic Forum (WEF) Annual Meeting in Davos in the presence of Maharashtra Chief Minister Devendra Fadnavis and Carlsberg CEO Jacob Aarup-Andersen.

Under the agreement, Carlsberg will invest ₹500 crore in Maharashtra, a move expected to generate approximately 750 new jobs. The investment will be directed towards sustainable, long-term projects aligned with the state’s industrial and agricultural development priorities.

State officials said the partnership underscores Maharashtra’s growing attractiveness for global investors, particularly in value-added agro and food-based industries. The project is also in line with the state government’s broader agenda of driving employment generation, promoting sustainability, and accelerating industrial growth.

The Carlsberg MoU adds momentum to Maharashtra’s investment outreach at Davos. On the first day of the WEF, the state signed 19 investment MoUs collectively valued at ₹14.5 lakh crore. These proposed investments span sectors including green energy, food processing, steel manufacturing, IT-ITES, data centres, electric vehicles and automobiles, shipbuilding, and digital infrastructure.

According to a government press release, the cumulative investments are expected to generate nearly 15 lakh job opportunities across Maharashtra.