Discover “Mumbai Chi Maaya,” a limited-edition single malt whisky
Captures the vibrant spirit of Mumbai
Amrut Distilleries has unveiled “Mumbai Chi Maaya,” a radiant single malt whisky. This limited-edition expression is an ode to Mumbai’s restless spirit, where crashing waves meet neon nights, and every soul carries a story waiting to be written.
Amrut chose Mumbai as the muse for “Mumbai Chi Maaya” because no other city holds together such intense resilience, ambition, and everyday joy under one bewitching spell. It is a city that has stood tall through some of the toughest chapters in recent history; the Gateway of India on the pack is not just a monument, but a symbol of a spirit that refuses to be broken, it’s very silhouette shimmering with the quiet maaya of survival and renewal.
The Bombay Stock Exchange embodies the electric magic of risk and reward, a daily high-wire act where fortunes turn in seconds, yet confidence endures, as if guided by an unseen hand. Wankhede Stadium recalls the unforgettable 2011 Cricket World Cup win, when an entire nation’s hope converged in Mumbai and burst into a moment so euphoric it felt almost unreal. The dabbawalas, rendered with pride, bring their own brand of maaya to the city—precision and hustle without error, moving thousands of tiffins flawlessly through chaos, as if by some invisible choreography.
“Mumbai Chi Maaya” salutes the quieter rituals defining the Mumbaikar’s life: dilemmas debated over vada pav, friendships renewed on station platforms, and calm found gazing at the Arabian Sea sunset. Mumbai’s local trains, the city’s lifeline, ferry over 7.5 million daily across 450 km, stitching suburbs to core and turning chaos into shared rhythm.
At its heart is the liquid: 48% ABV—a rarity for Indian consumers,mirroring Mumbai’s intensity with bold depth, structure, and palate length, yet refined and approachable. Each pour travels Mumbai’s bewitching maaya and magic
“The ‘Mumbai Chi Maaya’ Edition is a tribute to Mumbai’s extraordinary spirit—its aspiration, endurance, and everyday grace. From iconic landmarks and shared memories to quiet, personal moments, every detail in the pack and every sip honors our bond with a city where dreaming big is a way of life and reflects Amrut’s commitment to celebrating India’s roots and its remarkable cities through every handcrafted expression,” said Rakshit N Jagdale, MD Amrut Distilleries.
In the 2025–26 Budget, Chief Minister Siddaramaiah proposed allotting unused liquor licences through e-auction
To boost the State’s additional resource mobilisation.
The Karnataka Excise Department has initiated the process of auctioning unused retail licenses, in the hope of raising additional revenue of nearly Rs. 1,000 crores. The State Government has issued a gazette notification on the e-auctioning of 579 unused CL-2A (retail liquor shops), CL-9A (bars & restaurants), and CL-11-C (government-owned Mysore Sales International Limited) licences.
The government on November 3 had issued the final notification on the amendment to the Karnataka Excise (General Conditions of Licences) Rules, 1967, Karnataka Excise (Lease of the Right of Retail Vend of Beer) Rules, 1976 and Karnataka Excise (Sale of Indian & Foreign Liquors) Rules 1968 for e-auctioning of defunct/unused licences.
The amended rules are now called the Second Amendment Rules, 2025 in the above three categories. Two new license categories, CL-2A for CL2 (retail liquor shops) and CL-9A for CL-9 (bars & restaurants) have been created for the unused licenses under consideration for auction.
“This is the first time unused and unallotted Excise licences are being auctioned to generate revenue. The government is expecting to earn around Rs 1000 crore through the e-auctioning process. Some licences that the department had issued to government-owned MSIL (CL-11C) and were not opened have been taken back and are being auctioned under the CL-2A (CL2 retail liquor shops) category only. The CL-9A licences (CL9 bars & restaurants) that are being auctioned were discontinued and hence brought under the auction pool,” Joint Commissioner, Excise, Indian Made Liquor (IML), T Nagarajappa has said.
He added that 182 out of 569 will be auctioned for the eight (Excise) districts in Bengaluru Urban District (BUD) alone. Majority of licences will be auctioned for Bengaluru city. The rest will be auctioned in corporations and other taluks. CL-9A is likely to be auctioned for corporation areas like Bengaluru, Mysuru, Mangalaru and Belagavi.
Registration for bidders began on December 22, while live e-bidding will take place between January 13 and January 20, 2026, according to the gazette notification. Bidders can participate only after completing registration and confirming online payment in their wallet. They have been advised to complete the registration process at least 48 hours before the start of the auction slot they wish to participate in.
Base bidding for the auction is likely to be pegged at Rs 1.5crore for licences in Bengaluru city. For other areas, it may be between Rs 80 lakh and Rs 1 crore. The process of e-auction is slated to be over by January 10, 2026. The government is likely to mop up around Rs 600 crore revenue through the auctions, according to sources.
Interested bidders must register on the MSTC Limited e-auction platform. A one-time registration fee of Rs 1,000 plus applicable GST must be paid online. The application fee for each licence is a non-refundable Rs 50,000. The government has provided reservations in the auction process: six per cent each for Scheduled Caste-A and Scheduled Caste-B categories, five per cent for Scheduled Caste-C, and seven per cent for Scheduled Tribes for CL-2A and CL-9A licences. Discontinued or unallotted CL-2 and CL-11C licences have been reclassified as CL-2A, while discontinued CL-9 licences have been reclassified as CL-9A. Accordingly, 477 CL-2A and 92 CL-9A licences are available for e-auction.
For participating in the auction, bidders have to pay a non-refundable application fee of around Rs 50,000 and refundable Early Money Deposit (EMD) of around 3% of the base bidding price. MSTC Limited, a Government of India enterprise, will conduct these auctions through a transparent electronic (e-auction) system.
Shri Siddaramaiah, The Chief Minister of Karnataka
The Chief Minister Siddaramaiah had proposed allotting unused liquor licences through a transparent electronic auction to aid additional resource mobilisation for the State. He had made this statement while presenting the 2025-26 state budget. Details of the e-auction schedule are available on the Karnataka State Excise Department portal and the MSTC e-auction platform.
B9 Beverages founder and Chief Executive Officer, Ankur Jain is said to have offered to step down from the leadership of the company for the ‘sake of the company’. According to media reports, this offer was made during the protracted discussions with investors. Some employees and investors have been seeking his ouster, even as Bira91 continues to be in a freefall.
It is reported that the company’s investors have had several rounds of talks to get the company back on track, minus Jain. The talks are said to be in an advanced stage and indications are that there is likelihood of an external professional taking over the reins of B9 Beverages. The talks also have revolved around how to unlock potential revival or rescue funding for the company. Jain who was initially reluctant to step down, but with probable investors putting conditions, his exit seems imminent.
In October, more than 250 employees submitted a formal representation to the company’s board and key shareholders, including Kirin Holdings and Peak XV Partners, urging the removal of Jain from his role as founder and CEO. The communication was also sent to Anicut Capital, the company’s largest lender.
Employees alleged shortcomings in corporate governance, inadequate transparency, delayed salary payments and failures to meet statutory obligations. They further cited unpaid vendor bills and ongoing creditor disputes as signs of a company under mounting financial strain.
According to people familiar with the matter, Jain had raised personal borrowings in the past to buy out stakes from existing shareholders, increasing his financial exposure to the company. In at least one transaction, an entity linked to Jain is said to have borrowed funds from a trust connected to industrialist Sunil Munjal, using Bira shares as security. Those shares were reportedly invoked in October, intensifying apprehensions among investors about financial stress at both the promoter and company levels.
Operational issues have compounded these worries. B9 Beverages has reportedly not remitted tax deducted at source (TDS) collected from employee salaries to the income tax department for over six months, underscoring persistent cash flow challenges. The lapse has raised questions around statutory compliance and internal financial controls.
For Bira to regain momentum in 2026, the business would need to be stabilised well ahead of the summer season, which accounts for a large share of annual beer consumption in India. Prolonged uncertainty around leadership or delayed capital infusion could significantly weaken its ability to leverage this peak demand period.
The financial picture has added to investor unease. B9 Beverages reported a net loss of `748 crore in FY24 against revenues of `638 crore, while volumes are estimated to have fallen to 6–7 million cases from 9 million cases in the previous financial year. The absence of filed FY25 results has further added to the uncertainty.
In an attempt to tighten execution, the company announced a leadership overhaul in July 2025, naming Vikram Qanungo as chief financial officer and strengthening senior ranks across manufacturing and sales functions.
As negotiations with investors near a decision point, stakeholders are keen to resolve leadership questions swiftly to make space for a turnaround effort. The outcome is expected to be important in determining the future of Bira brand over the next year.
5th edition of the only bartender-and-server duo showcase had 243 bars participate across India
Abhijeet and Fabio from Pune’s Mazdana came in second place
Parth and Abhinav from Bombay’s Permit & Co. ranked third
Launched by Nao Spirits & Beverages, the makers of Greater Than and Hapusa Gin, Bar Idols, India’s first bartender-server competition, came to a close with a grand finale in Goa. The 5th edition saw 243 bars participate across seven cities, around 700 consumers attending, with the team at Hideaway (Goa) taking the crown.
The regional rounds took place across seven cities. This edition welcomed Meerut, Indore, and Manipal for the first time, and saw increased participation from regions like Assam and Chandigarh; proof that India’s bar culture is becoming more inclusive, more distributed, and more exciting than ever.
Bar Idols remains the only competition where bartenders and servers compete together, and where consumer pitches; not the bar’s reputation; decide the win. With about 700 consumers across all cities participating, the judging remained intentionally blind: no bar names or bias, just hospitality, storytelling, and connection.
Most city winners were first-timers; Bangalore’s The Drawing Room, Bombay’s Permit & Co, Pune’s Mazdana, Kolkata’s Cal-On, Hyderabad’s Whiskey Samba and Gurgaon’s Ophelia. A reminder that hospitality and conversations matter more than clout.
The menus read like a love letter to India’s cities and cultural quirks: Nanital, Dadi’s Guava Garden, Gondo-Rage Quite, Kokum Bliss, Howrah Breeze, Puchka Picante, Sondhya Negroni, Ekta Cheers Hobe Naki?, Tok of the Town, Parsi Dhansak, Thecha Bomb, and Ardee’s Soda, to name a few.
From white chocolate apricots to mini ramen bowls, edible papers, puchkas that garnished cocktails in mud pot serves and sake-glasses, bars pushed visual storytelling as much as flavour.
Speaking about the competition’s evolution, Anand Virmani, Co-founder & Master Distiller, Nao Spirits & Beverages, said, “The idea behind Bar Idols has always been straightforward: the drink is half the story; the person serving it is the rest. We wanted a competition that mirrors reality; service and connection matter as much as technique. This year made that obvious. When you remove the bias of bar names, the freshest, hungriest talent rises. That’s the part we’re most proud of.”
This year also marked the official renaming of the platform.
“As much as we loved the previous name, it never quite captured what the competition was really about. It wasn’t about battles or rivalries; but geared towards raising the bar together. The real goal has always been to shine a light on the unsung heroes of hospitality and to build a sense of community around that. So, it only felt right to move from Wars to Bar Idols,” said Aparajita Ninan, Co-Founder, Nao Spirits & Beverages.
Baileys by Diageo India and Starbucks, come together to celebrate the flavours, rituals, and small magical joys that define the holiday season. Developed exclusively for Starbucks for the first time, the beverages bring together Starbucks handcrafted beverage expertise with Baileys’ signature Irish Cream flavour, creating a festive line up designed for warmth, joy, and everyday indulgence.
Starbucks has shaped the culture of coffeehouse rituals in India, while Baileys has long been celebrated globally for its unmistakably creamy, dessert-led flavour. Their coming together brings consumers familiar favourites with a festive twist that feels both comforting and delightfully unexpected. The holiday line-up showcases the depth and versatility of Baileys’ signature flavour, paired with Starbucks most-loved formats:
Signature Irish Latte: Starbucks signature latte infused with the rich flavour of Baileys Irish Cream non-alcoholic syrup, finished with a sprinkle of chocolate powder: cozy, nostalgic, perfect for winter mornings
Signature Irish Frappuccino: Smooth premium arabica espresso swirled with Baileys Irish Cream non-alcoholic syrup and topped with a whipped Irish inspired cream: smooth, playful, ideal for holiday celebrations
Signature Irish Cold Brew: Signature steeped Cold Brew meets Baileys Irish non-alcoholic flavoured sweet cream and garnished with chocolate dust: refreshing and full of joy
Signature Irish Matcha: A creative fusion of Baileys Irish Cream non-alcoholic flavoured milk topped with airy matcha foam and a light sprinkle of chocolate: fresh and delightfully festive
Signature Irish Reserve Shakerato: Available only at Starbucks Reserve stores in Mumbai and Gurugram, rich espresso shaken with Baileys Irish Cream non-alcoholic syrup and vanilla sweet cream, topped with a Baileys coffee whipped cream and chocolate dust: serving the merry magic
Mitali Maheshwari, Head of Product and Marketing, TATA Starbucks, shared, “Our holiday lineup has always been about comfort, connection, and the joy of shared moments. Partnering with Baileys lets us elevate that emotion, bringing together their iconic creamy flavour, now in a non-alcoholic syrup format with the seasonal favourites our customers love. It’s an indulgent, playful collaboration designed to spark joy, invite togetherness, and make this holiday season feel a little more magical.”
Ruchira Jaitly, CMO at Diageo India, shared, “We are thrilled to bring together the velvety richness of Baileys with handcrafted beverages from Starbucks. This collaboration is a showcase of our commitment to crafting elevated, non-alcoholic indulgence for all occasions and consumers. Baileys has always been about celebrating life’s little treats and the moments that make the season feel special. Bringing our signature creamy flavour in a non-alcoholic format to Starbucks India allows us to reimagine indulgence for the holidays in a way that is warm, familiar, and beautifully uplifting.”
The Baileys + Starbucks limited edition beverages is available across all Starbucks India stores.
Geist Brewing Co. has introduced four new beers on tap, each offering a fresh flavour profile. They include Geist Lagerithm; Geist Route 66; Geist Double IPA; and Geist Star Spangled Haze.
The lineup begins with Geist Lagerithm, a pale hoppy lager that brings a gentle mix of citrus and mild tropical fruit notes. Geist Route 66 follows with a Midwest style IPA that balances bright citrus and floral character with a smooth thread of bitterness. For a bolder choice, Geist Double IPA delivers a classic West Coast experience with layers of spice, pine and mild resin. Rounding out the collection is Geist Star Spangled Haze, an East Coast style that pours pale and fruit forward. Notes of citrus, tropical fruit and berries rise first, supported by gentle spice and a soft malt body that keeps the finish smooth and balanced.
They are available on tap at all Geist Brewing Co. outlets.
The Blenders Pride Tour culminated in Kolkata with a bold new interpretation of craft, shaping fashion’s next move. Set against the backdrop of iconic Howrah Bridge and transforming the city’s historic Hooghly River into a spectacular runway, the finale edition presented an experimental collection by designer Anamika Khanna AK | OK, with the charismatic Ishaan Khatter as the showstopper. It was held in collaboration with the Fashion Design Council of India (FDCI).
The show unfolded on a Barge, anchored in the midst of the Hooghly river, transforming it into a floating theatre of fashion. It opened with divers emerging onto the barge and scaffolding brought alive through light, smoke, and sound. Models appeared from within the structure to a high-energy score, as lasers shifted with each step. The narrative peaked with powerful chainmail looks presented as a unified statement, followed by sculptural silhouettes in motion. The finale delivered a crescendo with Ishaan’s arrival in a speedboat, culminating in a collective closing moment.
Adding a touch of gravitas to the evening was The Bengal Paddle vessel, with its museum-like interiors and historic detailing, that hosted the who’s who of the city before they were brought onboard the barge. The Riverine Museum within its former boiler room, that houses rare marine artefacts and curated installations tracing the Hooghly’s legacy, created an immersive cultural backdrop.
Debasree Dasgupta, CMO, Pernod Ricard India said, “Blenders Pride Fashion Tour has always been at the forefront of shaping fashion and cultural conversations. As the final chapter of this edition, Kolkata delivered the very essence of what makes fashion truly transformative. ‘Future Is Crafted‘ was not just a showcase—it was a powerful statement on how heritage and innovation converge to create something extraordinary.”
Designer Anamika Khanna, sharing her thoughts on the show, said, “Together with Blenders Pride Fashion Tour, I was delighted to showcase how Indian craftsmanship can be deconstructed and reimagined for the modern world. Witnessing the audience embrace this bold reinterpretation of heritage was truly exhilarating.”
Showstopper Ishaan Khatter said, “Being part of Blenders Pride Fashion Tour felt completely in sync with my own instinct to experiment and move beyond the expected. Watching craftsmanship break out of its traditional mould and take on a sharper, more expressive form made the experience incredibly exciting. Set against such an iconic backdrop, it felt like being part of a moment where fashion wasn’t just shown, but actively shaped.”
Sunil Sethi, Chairman, FDCI expressed, ” FDCI was delighted to collaborate with Blenders Pride Fashion Tour, uniting two powerhouses of fashion to shape its future. The Kolkata edition celebrated creativity, culture, and set the pace for what’s next in Indian fashion.”
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.
John Distilleries has launched a new Gift-With-Purchase campaign for its premium grape brandy, Paul John XO. The campaign is designed to reward discerning spirit enthusiasts with a unique opportunity to explore India’s exceptional answer to Cognac and Armagnac.
Paul John XO is crafted from Ugni Blanc and Bangalore Purple grapes, matured for over 10 years in medium-toasted new French Limousin oak barrels, and bottled at an ABV of 46%. It delivers sweetly honeyed aromas of fresh fig, apricot, strawberry, liquorice and orange zest, leading into a palate of cranberry, rum raisin and rich oak, culminating in a gloriously long finish layered with natural caramel.
Premium Festive Offering
Each exclusive package includes one bottle of Paul John XO accompanied by a branded clear balloon glass featuring the brand’s signature paisley design, rendered in elegant Indian blue, with a gold rim. The options have other intricate brand motifs from the main design of the elegant peacock and other design elements.
Tasting Experience
Paul John XO is a sensorial celebration from nose to finish.
Colour: Deep golden amber.
Nose: Sweetly honeyed aromas unfold with notes of fresh fig, apricot, strawberry liquorice, and orange zest, complemented by a subtle herbal lift that enhances the gentle butterscotch.
Palate: A delightful burst of sweet cranberry and succulent rum raisin, beautifully balanced with layered, complex flavours that reflect Paul John’s meticulous cask craftsmanship.
Finish: Long, elegant, and intricately textured, leaving behind expressive notes of sweet oak and natural caramel that linger with exceptional warmth.
Bartending competition by Diageo India nurtures the rise of a new bartending generation
India, Nepal and Sri Lanka come together under one platform for the first time
11-city roadshow across India, Sri Lanka and Nepal sets out to find the next voice that will shape Indian mixology
There was a time when India’s cocktail culture was defined by a handful of bars, spirits, and bartenders who dared to push boundaries. Today, that world has changed dramatically. Over the last few years, World Class India has become the engine powering one of the country’s most exciting hospitality movements, shaping talent and transforming how India drinks. As the globally renowned bartending competition by Diageo heads into its 12th edition in 2026, it opens a new chapter for Indian bartending.
India’s cocktail landscape has shifted in remarkable ways. Bars across Mumbai, Delhi, Bengaluru, Goa, Kolkata, and beyond have moved from spaces of experimentation to full-fledged innovation labs. Storytelling, science, hospitality rituals, and guest experience now define the benchmarks of excellence. But the real story is in the programmes designed to support the bartenders who are rewriting what India’s cocktail future looks like.
How does World Class work?
World Class follows a multi-stage format designed to identify and elevate the country’s most promising bartenders. The journey begins with an online submission round in which bartenders share their cocktail concept, recipe, and inspiration. From these entries, the top 100 are selected to participate in regional challenges across key cities, where they are judged on flavour, technique, storytelling, and hospitality. The highest-scoring bartenders from each region advance to the national stage, where the top 16 compete in a series of themed rounds from speed and efficiency to flavour innovation and community-led concepts.
These challenges test not just skill but creativity and personal expression. Ultimately, three finalists emerge in the national showdown, where they present signature serves, complete experience-led challenges, and showcase their individual bartending philosophies. One winner is crowned World Class India Bartender of the Year and represents the country at the Global Finals in Dubai in September.
The 2026 roadshow is already underway, taking the programme directly to bars and communities across the region. In recent times the team has travelled through 11 cities, including Mumbai, Bengaluru, Delhi, Goa, Kolkata, Colombo, Kathmandu, Hyderabad, Pune, and Guwahati, engaging hundreds of bartenders in immersive workshops, flavour modules, and hands-on mixology sessions.
World Class India 2026 deepens this transformation with a comprehensive, year-long programme designed to help bartenders grow, experiment, and find their voice. Beginning with education, the team has introduced a ‘flavours module’ which breaks it down into science, memory, and emotion, encouraging bartenders to build cocktails from the palate up rather than relying on theatrics. It expands through community, past winners and alumni return as mentors, judges, and leaders—bringing global expertise back into India’s bar culture.
Aanchal Kaushal, VP, Customer Marketing, Diageo India, said, “Every city has revealed one thing—South Asia’s bartending culture is evolving at extraordinary speed, driven by talent that is hungry to learn, experiment, and push the boundaries of flavour and hospitality. From metropolitan bars to rising neighbourhood spaces, we are travelling across India, bringing training, mentorship, and experiences to find the next voice that will shape Indian mixology.”
