Author Archives: Janhavi Panani

GIFT City Earns nearly 1 cr from liquor sales

The Gujarat government has earned ₹94.19 lakh in revenue from the sale of liquor to employees working at Gandhinagar-based Gujarat International Finance Tec-City (GIFT City) where alcohol consumption has been permitted since December 30, 2023.

The Chief Minister Bhupendra Patel, who also holds the Prohibition and Excise portfolio, told the Gujarat Assembly in a written reply to a question by Congress MLA Amit Chavda that as of January 31, 2025 people have consumed 3,324 bulk litre spirit, 470 bulk litre wine, and 19,915 bulk litre beer at the fintech hub. Gujarat is a “dry” state where manufacture, sale, and consumption of liquor are prohibited, but the government made an exemption for GIFT City in 2023.

Mixing It Up with Tony Kousoulou

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From whisky distilleries to award-winning bars, Tony Kousoulou has spent over 15 years figuring out what makes a great drink work. Whether consulting on cocktail menus or experimenting with molecular mixology, he has always had a knack for blending flavour with technique. In 2021, he joined MONIN, swapping the late nights behind the bar for a role that lets him shape the future of drinks on a bigger scale. As Global Advocacy Beverage Expert for Paragon, he now works with bartenders around the world, helping them make the most of MONIN’s range; especially the botanical concentrates that are shaking up cocktail-making. Currently in India, Tony is working with some of the country’s best mixologists to explore new possibilities with Paragon. We sat down with him to chat about his journey, the changing bar scene, and why coriander keeps turning up in unexpected places.

You’ve had an incredible journey in the hospitality industry, from working with gin and whisky distilleries to consulting for award-winning bars. What led you to MONIN, and how has the transition been for you?

I had always used MONIN products throughout my career, so I was fairly familiar with the range MONIN offered, but the idea of working for a brand that shared similar values to mine—while making quality products and maintaining a fantastic CSR policy—was the biggest factor that appealed to me.

I had also worked my last bartending gig throughout the COVID-19 pandemic, and once restrictions started to lift, I decided to close that chapter of my career and focus on brand-related work. I’ve now been with MONIN for almost four years and haven’t looked back once.

Regarding my transition, I joined the company towards the end of the pandemic, when things were fairly quiet. This gave me plenty of time to familiarise myself with the whole range, which includes over 250 unique products.

MONIN is a globally recognised brand in the beverage industry. How do you see its role evolving in the world of cocktails and mixology today?

The staffing crisis in hospitality is not just a local issue but a global one. We’re seeing lower staff retention, fewer training opportunities provided by venues, and sadly, less passion behind the bar.

We’re aligning ourselves with a more advocacy-based approach, championing creativity while helping venues upskill and develop their staff. As an example, we’ve developed a training programme called MONIN-FUSION, which explores multiple ways to create in-house products behind the bar using a stable and consistent base (our MONIN products). This programme covers everything from foams, liqueurs, super-blends, garnishes, cordials, and much more.

With bartenders constantly experimenting with flavours, how are MONIN products being received in high-end bars across the UK, Europe, and India? Have you seen a shift in how mixologists use them?

In the past, many high-end venues dismissed commercially made syrups altogether. However, in recent years, through brand training and relationship-building, we’ve made significant progress.

One of the biggest challenges with high-end venues is their pursuit of innovative flavours while maintaining consistency. You could easily create the best possible version of a wild strawberry syrup, but can you replicate it exactly a week later? Will the sugar content be identical? Will the colour hold? Most importantly, will it taste the same?

With global supply issues and increased seasonality, our products offer reliability; whether you open a bottle in January or in the middle of August, the flavour remains the same.

Paragon, the latest addition to MONIN’s portfolio, is all about botanical concentrates. What inspired this range, and how do you see it changing cocktail-making?

Paragon is all about the pursuit of excellence while highlighting flavours and regions that are often underrepresented in the drinks and food industry. The idea was to bring these outstanding flavours—often found in remote areas—into the hands of bartenders.

We use a combination of acids and extraction methods to create a liquid that is perfectly balanced between sweet and sour, with an intense burst of flavour. This means bartenders can create drinks with the complexity of 8-10 ingredients while using only a few. All thanks to Paragon!

Among the ingredients in the Paragon range, white Penja pepper and Timur berry stand out for their unique profiles. What are some of the most exciting ways you’ve seen them used in cocktails?

There are quite a few to choose from! The most exciting ones I’ve seen play into the natural flavour profiles of the peppers themselves.

For example, Timur berry has bright notes of pink grapefruit in both aroma and taste, with a subtle numbing spice in the background. I’ve seen many variations of the Paloma using this as a substitute for both agave and pink grapefruit juice. Because of the nature of the liquid, you essentially get a completely clarified Paloma with no compromise on flavour; something that leaves guests wondering how it was achieved.

What’s the biggest challenge in introducing new flavours or products to bartenders and the alcohol industry? How do you overcome it?

I wouldn’t necessarily call it a “challenge”, as it’s part of my role at MONIN. However, we are known for pushing the envelope with innovation across all our ranges.

This sometimes means we introduce flavours or products that most people haven’t tried before. It’s on us to get out there, advocate for them, provide knowledge and training, and immerse our customers in the possibilities these flavours offer. It’s a lot of work, but it’s essential for bringing world-class products to bartenders.

You’ve worked with some of the finest names in the industry. Can you share a career highlight or an unforgettable product innovation that has stayed with you?

Not directly related to me, per se, but seeing many amazing people I’ve worked with over the years go on to open their own venues or take on key roles in global brands has been a personal highlight. Career growth is great, but it’s even better when you see your friends thrive.

With India being one of the fastest-growing markets for premium spirits and craft cocktails, what trends have caught your attention during your visit?

If I had to name just one, it would be the Picante. Back home in the UK, it’s growing in popularity year after year, but it’s often made in multiple ways, most without coriander, which is actually a key ingredient.

I’ve seen some really interesting takes on Picantes throughout my travels in India, all staying pretty faithful to the original concept. Bonus points for all the fabulous whisky highballs I’ve tried. It’s my go-to drink.

Are there any exciting expansions or new MONIN products in the pipeline that bartenders and mixologists should look forward to?

We have a new factory opening in early 2026. Once fully operational, it will allow us to introduce more region-specific flavours…think raw mango and spiced jamun. I can’t reveal too much yet, but exciting things are in the works!

What’s next for you at MONIN? Any special collaborations or projects in the works that will excite the beverage industry?

I’ve a few things I’m working on internally, mainly new product developments for the UK market, which may well launch globally if they prove to be successful. I’m always open to suggestions and ideas to present to our R&D department, so I encourage people to reach out.

Besides that, hopefully, some more travel later in the year. I’ve always wanted to visit our Yuzu plantation in Portugal. Maybe even make it to Athens Bar Show?

Rapid-Fire Round

1. If you had to create a cocktail inspired by your personality, what would it be called and why?

The Maverick. A lot of my colleagues poke fun at me for straying from classic expectations of what drinks should be.

2. One MONIN flavour you think is underrated but has massive potential?

Guava. It works well with almost any spirit and is by far my favourite of the tropical/exotic flavours we have.

3. If you could have a drink with any legendary bartender—past or present—who would it be, and what would you sip on?

Sasha Petraske, hands down. I’ve read ‘Regarding Cocktails’ cover to cover numerous times and had the pleasure of going to Milk & Honey in London a couple of times before it closed due to COVID-19. Easily some of the best approaches to cocktails and service I’ve ever seen.

4. What’s the strangest or most unexpected ingredient you’ve ever mixed into a cocktail?

Clarified pig’s blood. Please don’t ask me to elaborate. Those were dark times.

5. Describe your India visit in one drink. What would it be, and what ingredients would it feature?

Likely some form of a coriander-spiced whisky highball; a combination of the two drinks I’ve enjoyed the most here (Picante + Highball). Probably with a dash of Paragon Timur.

India-EU FTA Talks on May 12; Will there be trade-off between textiles and alcobev?

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The next round of free trade agreement (FTA) talks between India and the European Union is slated from May 12 to 16 and both sides are pushing for early resolution of FTA with the latter seeking reduced tariffs on key exports such as whisky, wine, and automobiles, while India is wanting tariff drop on textiles.

The EU is negotiating on tariffs on cars, whisky and wine to be brought down from 150% to 100%. Away from the EU, Australia was able to negotiate a deal with India for reduced duties for premium wines. However, European exporters opine that India remains one of the toughest wine markets due to state-level excise duties that further raise costs.

India, on the other hand, is pushing for reduced tariff on textile exports. Presently, India is hit by an additional 10% tariff on textile exports, in the absence of an FTA. Bangladesh and Vietnam, strong textile markets, are benefitting, as the former concluded in 2001 an EU-Bangladesh Cooperation Agreement, while Vietnam and EU signed the FTA in 2020.

After an eight-year hiatus, talks between India and the EU resumed in June 2022. The bilateral trade between the two surpassed US$200 billion in 2023. India exported US$75.18 billion in goods and US$31.13 billion in services to the EU, while imports from the EU stood at US$63.44 billion in goods and US$31.35 billion in services.

The Additional Secretary in the Department of Commerce L Satya Srinivas said that the tenth round of talks focussed on areas like market access offers in goods, services, investment. He said, “Both sides have agreed to accelerate efforts to advance the negotiations.”

India, Central to Sazerac’s Growth Plans

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The Sazerac Company, one of the world’s largest distilled spirits companies, has major plans for India. The company which has got some fine distilleries across the globe, including in Goa, India, continues to expand its business across continents. To know their rich history and strong distilling capabilities, one can visit Buffalo Trace Distillery in Kentucky, United States; at Domaine Sazerac de Segonzac in Cognac, France; and at Paul John Distillery in Goa, India. Sazerac has additional impressive locations in New Orleans, Montréal, London, Cork and Sydney, to name a few. Sazerac, a family-owned company with nearly 400 years of history, is striving hard to bring the finest spirits to consumers and communities around the world. With renewed interest in Bourbon whiskey in India and Sazerac’s plans, in an interview with Ambrosia, Diego Bianchi, General Manager of Emerging Markets & Barrel Select at Sazerac gives an insight into what is brewing at Sazerac.

What is the potential of the bourbon market in India? What percentage has it been growing in India?

India, as the world’s largest whiskey market, is central to Sazerac’s long-term growth plans. Over the last few years specifically India has experienced an increase in interest in premium American whiskey. The recent launch of Weller Bourbon, one of the most awarded wheated whiskeys in the world, signals Sazerac’s commitment to introducing high-quality, premium spirits to Indian consumers to meet the growing demand in the country. While bourbon as a category is still in its early stages in India, we see tremendous potential for growth driven by favourable economic trends and policy reforms, as well as shifting consumer preferences.

The bourbon market in India is small compared to Scotch, what are the plans to grow this category?

India’s whiskey market, dominated by locally produced spirits and Scotch whisky, offers a unique challenge and opportunity for premium bourbons like Buffalo Trace Distillery’s Weller Bourbon. Buffalo Trace Distillery is the World’s Most Award-Winning Distillery, with over 1,000 accolades. Known for blending tradition with innovation, the distillery experiments with mash bills, barrel techniques, and wood types to continuously push the boundaries of bourbon-making. This commitment to quality and innovation ensures a dynamic and relevant portfolio for global whiskey enthusiasts.

Our goal is to drive awareness and elevate the bourbon category’s premium appeal by introducing interesting and varied expressions into the market. Educating consumers about the unique distillation process and various bourbon mashbills that make bourbon a distinct whiskey offering is a key piece of this.

With India’s premium spirits market poised for continued growth, Weller’s focus on heritage and storytelling, alongside collaborations with connoisseurs and bartenders, is helping position it as a premium yet accessible choice for spirits-enthusiasts.

Which brands of bourbon whiskey are you planning to bring to India?

Currently in India we offer Benchmark Bourbon, Buffalo Trace Bourbon and the recently launched Weller lineup of Weller Special Reserve and Weller 12-Year-Old. In the coming years we expect to continue to introduce Indian whiskey fans to even more of Buffalo Trace Distillery’s award-winning portfolio to meet the market’s increasing demand for luxury spirits and authentic storytelling.

Weller 12-Year-Old Bourbon, aged for over 12 years, offers a smooth, rich experience with notes of almond, creamed corn, and vanilla, best enjoyed neat or on the rocks. Priced at ₹5,400 in Haryana and ₹7,750 in Mumbai, it is India’s oldest age-stated bourbon.

Weller Special Reserve Bourbon features a smooth profile with flavors of honey, butterscotch, and soft wood, complemented by a sweet honeysuckle finish. Versatile for sipping or mixing, it’s priced at ₹2,500 in Haryana and ₹4,500 in Mumbai.

Sazerac is to ‘leverage’ its relationship with John Distilleries, could you explain how?

Sazerac currently holds a 60% stake in John Distilleries, and it has been a strong and productive partnership. John Distilleries’ deep understanding of the Indian market has been invaluable for Sazerac as we navigated India’s dynamic and highly regulated landscape. Through our partnership Sazerac has benefitted from the company’s well of industry knowledge and established practices specific to the Indian market.

With Bourbon duties cut from 150 to 100% in India, will we see a quantum jump in Bourbon sales?

The reduction in duties is a positive first step. We hope this will lead to more premium bourbon brands becoming available in India, helping to grow the category and educate the consumer about what bourbon is and why it deserves a place on their bar.

How will the duty cuts impact the Indian whisky market, per se? Will there be a price correction?

No comment.

‘Jim Beam has been crafted with unparalleled expertise for 230 years’

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One of the most notable recent developments in the Indian alcobev industry is the reduction of import tariffs on bourbon. In February 2025, the Indian government reduced import tariffs on bourbon whiskey from 150% to 100%, aiming to strengthen trade relations with the United States. This move is expected to make bourbon more competitively priced in the Indian market, potentially increasing its availability and boosting consumer interest. Bhavya Desai spoke with Neeraj Kumar, Managing Director of Suntory Global Spirits India, about the impact, growth potential, and more. Excerpts:

Before the tariff cut, bourbon imports into India were relatively modest, with the country importing around $2.5 million worth of bourbon during the 2023–24 fiscal year. The U.S., holding the GI (Geographical Indication) tag for bourbon, has been the primary supplier, accounting for nearly a quarter of these imports. The tariff reduction is expected to encourage more imports from American producers, enhancing their competitiveness against other international and domestic
spirits.

According to Neeraj, the reduction is well-timed, given the bourbon market’s strong growth potential in India, driven by shifting consumer preferences and a rapidly expanding alcoholic beverage industry. “Jim Beam, our leading bourbon whiskey, has seen strong double-digit growth in recent years, securing market leadership in the American whiskey category across key Indian cities. This reflects a growing appetite for bourbon among Indian consumers.”

Neeraj attributes this growth to bourbon’s versatility, which appeals to both neat drinkers and cocktail lovers, offering a unique opportunity to engage a new generation of whiskey enthusiasts. He also sees the tariff reduction as a strategic step toward strengthening trade ties between the world’s two largest democracies, supporting bourbon’s growing market presence and meeting increasing demand for premium whiskey experiences.

That said, the bourbon market in India is still relatively niche compared to scotch. While the tariff reduction is a positive step, more effort will be needed to grow the category. Neeraj acknowledges this, noting that the reduction marks a significant step toward expanding bourbon’s footprint, encouraging investment from American distillers, and improving accessibility for Indian consumers. Bourbon exports to India have already been growing at 20% annually, and the tariff reduction is expected to accelerate this trend.

Suntory Global Spirits is proud to be the custodian of the world’s #1 bourbon, Jim Beam, Neeraj emphasises. “Jim Beam has been crafted with unmatched expertise for 230 years, each bottle carrying the legacy of generations of dedication and craftsmanship. We are committed to building scale and momentum for the brand through premium experiences tailored to Legal Drinking Age (LDA) consumers, including differentiated activations centered around bourbon refreshment moments. Our ‘Jim Beam Highball’ strategy aims to deliver a refreshing and memorable drinking experience.”

Suntory Global Spirits is also looking to expand its portfolio in India, introducing more offerings under the Jim Beam label and other spirits like Maker’s Mark. The current Jim Beam lineup in India includes Jim Beam White and Jim Beam Black Kentucky Straight Bourbon Whiskeys, along with the recently launched Jim Beam Honey and Jim Beam Orange flavours — both of which have been well received by consumers and bartenders, particularly for bourbon-based cocktails.

It’s clear that Suntory Global Spirits is eager to make its mark (pun intended) and secure a larger share of the Indian spirits market. Neeraj’s enthusiasm reflects the company’s strong commitment to India as a priority market. “We are dedicated to meeting the growing demand in this market,” he says.

Jim Beam remains a major focus for the company in India, with momentum building steadily over the past two years. The launch of Jim Beam Honey and Jim Beam Orange has received a promising response from both consumers and bartenders, reinforcing bourbon’s growing popularity in India.

Globally, Suntory Global Spirits’s bourbon portfolio also includes Legent, Basil Hayden, and Knob Creek. The company continues to assess opportunities for expanding in India — though Neeraj stresses that timing will be key.

So, is local bottling on the table? Neeraj’s response is measured: “Our approach to bottling follows strict global standards to ensure the highest quality across all our brands. Each bourbon has its unique characteristics, influenced by GI norms, blending techniques, and precise recipes for seasoning, maturation, and bottling. Any decision on local bottling will be carefully evaluated to maintain the integrity and authenticity of our products and deliver the best experience to Indian consumers.”

The tariff reduction comes at an interesting time, aligning with India’s broader strategy to negotiate a comprehensive trade agreement with the U.S. — one that aims to double bilateral trade to $500 billion by 2030. Overall, the reduction in bourbon tariffs marks a significant shift for India’s alcobev market, promising greater consumer choice and a more diverse spirits industry. And perhaps, this could pave the way for a similar shift in the Scotch market too — who knows?

Not Out: RTD to Hit Pan-India Market Soon

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In a country where cricket is religion, Not Out, a ready-to-drink (RTD) alcoholic beverage is soon going to hit the Indian market, after its inroads in Delhi, Haryana and Uttar Pradesh. Launched by Bored Beverages, Not Out is a 15% ABV beverage with tasting notes of citrus and tart. It is gluten and glycerin free.

Launched by Bored Beverages, Not Out taps into India’s love for bold flavour, epic moments, and the unmatched thrill of staying always in the game. Founded by Anant and Vinayak, two friends who were tired of safe sips and uninspired options, Not Out was born as a rebellion against the bland. The duo envisioned something stronger, edgier, and unmistakably Indian in its attitude.

“We wanted a drink that tastes like the last over in a tight chase – sharp, exciting, and unforgettable,” says Anant.

In India, cricket is not a game you just watch, it is something you feel, celebrate, and live together. From gullies to stadiums, it is a unifier, a conversation starter, and a shared high. Not Out aims to channel that collective energy. It is for the massive, cricket-loving India that knows the joy of a full toss and the magic of staying in play.

Currently making noise across Delhi, Haryana, and Uttar Pradesh, Not Out is gaining cult status among young adults who want more than just a buzz. With expansion plans in the works, this is just the start of a nationwide innings, the company said in a release.

‘It’s cool working with Ranveer – He is dynamic, hatke and full of creative ideas’

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With a career spanning over three decades in the industry, Bikram Basu has been in different roles with different companies. An industry veteran who is now at the helm of affairs at ABD Maestro – ABD’s new subsidiary in collaboration with Bollywood actor Ranveer Singh. Ambrosia speak to Bikram Basu about the new venture, expectations and more. Excerpts:

Congratulations on your new role for ABD Maestro. Excited?

Thank you. My association with Ambrosia and INDSPIRIT has been for a couple of decades, and you’ll have been a part of this journey.

I am looking forward to this responsibility with keen interest as I’ve always enjoyed creating new things and this role gives a canvas beyond strategy and brands. The structure of the new organisation is unique, spanning multiple opportunities. I am sure there will be a few challenges on our way, but we have a mix of experience and fresh talent to navigate and overcome them.

Everyone’s jumping on the premium bandwagon.

How big is this market?

I’d rather take the pricing scope to be Super-Premium and Luxury spirits. That is where ABD Maestro is planning to play. We have considered brands for ABD Maestro that currently have an MRP above ₹2000 per 750ML or 700ML bottle in Maharashtra, irrespective of their consumer prices in other states. We know that the pricing index or ladder is mostly similar across states.

If we consider brands above ₹2000 and make it flavour agnostic, the segment was estimated at 4.8 million cases – prior to the pandemic in FY19/20. Post the pandemic, this grew to an estimated 7.2 million cases in FY21/22. And we feel this will close at early double digit million cases in FY24/25 – with early teens percentage growth. The Super Premium and Luxury segments by volume are estimated in mid-single digit salience of the industry, but the value salience and margins are significant. These are trends on why the industry has taken a view to participate better.

From appearing in ads, celebrities are now part of companies/brands, what kind of value do they bring?

Celebrities globally are icons of positive opinion and change. They have a following, some fanatical. These people have achieved superstar status through hard work and consistent success. Brands irrespective of industry will gravitate to using celebrities to build positioning, break clutter and push forward.

Ownership with celebrities of brands or equity in organisations globally have trended for the past many years. This has come to India a decade back with celebrities having equity in start-ups and bringing their success and following to the ventures. It’s a relatively newer thing in the Indian alcohol beverage industry.

Why do you think celebs are

finding this market lucrative to invest in?

Major Indian actors may be investing in alcohol beverage brands as they see the market premiumise and early-stage participation should give the first mover advantage. They are likely to also relate to super-premium and luxury brands better than mass market brands as owners or partners, as its part of their social and consumption set.

What’s Ranveer Singh role in ABD Maestro?

Ranveer Singh is a creative and business partner, with equity in ABD Maestro. He is not a brand ambassador or a celebrity endorser. Ranveer is fully involved in the creative ideation process and gives time and thought. It’s really cool working with him as he is dynamic, hatke and full of creative ideas – and he understands business.

Which brands will come under ABD Maestro and tell us the plans for each of these brands?

The brands which will be with ABD Maestro now are Arthaus Blended Malt Scotch Whisky, Zoya Special Batch Gin, the Fullarton acquired brands of Woodburns Indian Malt Whisky, Pumori Small Batch Gin and Segredo Aldeia Café and White Rums. The BIO portfolio has Russian Standard Vodka- Platinum, Gold and Original.

Therefore, at Maestro we will have a Blended Malt Scotch and Indian Malt Whisky, a Special Batch Gin, a Craft Gin, White and Café Rum and a top end global Vodka at three different price points. Too early to call out plans for each of the brands.

So a mix of owned, licensed and distributed brands?

The brands mentioned earlier are either licensed or distributed by Maestro. The organisation will also launch its own brands which will be owned.

You have said that “Maestro will be a consumer first business”, can you substantiate?

Yes, I do strongly believe that finally it’s about the consumer who buys you, and not what you want to sell. More so in F&B, of which alcohol beverage is an increasingly important part.

Anything which we eat and drink needs an approval for a repeat purchase. When a purchase behaviour is involved, having opinions is common. When we put the consumer first, the business of brands works at every level to deliver effectively. Standing out to be the ‘first among equals’ in a strongly regulated industry with limited outlet universe takes understanding of consumers and trends more than just analytics.

Which will be the focus markets within the country and also overseas for ABD Maestro?

The licensed and owned brands will focus on top urban markets in India initially. A few from the portfolio will also go overseas.

Bacardi India, Engine of Growth for Bacardi Global: Vinay Golikeri

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Bacardi Limited, the world’s largest privately held international spirits company with a portfolio comprising over 200 brands and labels. In a conversation with Bhavya Desai on a podcast, Vinay Golikeri, Managing Director of Bacardi India explains why India is a key market for Bacardi and more. Excerpts:

The market opportunities in India, both from a macro-economics and spirits perspective, are huge. Substantiating this Golikeri said, “In the global market place, premium spirits account for 50% of brands, while in India it is 5 to 6%, which means there is ample headroom to premiumise.” In India, between 2020 and 23, premium spirits had a growth of over 40% while globally it was around 7 to 8%.

Adding 20 million LDA every year

As regards Bacardi, Golikeri mentioned that vast majority of products were premium and ‘we have a long runway of growth for premium’ aided by factors such as rising affluence, consumers are drinking better, the demographic dividend (every year India is adding 20 million coming in to the legal drinking age (LDA) bracket), sea change in the retail environment, top notch bars, trading up is happening across price points. “Put all that together, the premium plus segment is really accelerating.” The median LDA in India is 28 whereas in the US and China it is over 40. “The number of affluent households is expected to more than double from 77 million in 2020 to over 177 million by 2030.”

Inflation-linked price mechanism needed

However, he said that two things from the regulators were essential – ease of doing business and consistency in policy, both of which will go a long way in driving growth for the industry and revenues for the government. “Several States have not given price increases for years. There is inflation and cost of raw material has gone up, affecting investment capabilities. The government should introduce inflation-linked price mechanism.”

With the alcobev sector in India being a highly regulated and complex market, Golikeri said, “It is like dealing with 28 countries rolled into one, policies change every year, route to market changes every year.” Taxes and duties are about 65 to 70% of the MRP (maximum retail price) and the rest goes to each level of the chain – wholesale, retail and brand owners. “Our taxes are significantly higher than anywhere in the world. We need inflation-linked pricing mechanism. We need to invest to grow the brand and for that to happen, price becomes critical.”

Best 10 Strategy

Continuing on Bacardi’s plans in India, Golikeri pointed out, “We started out in India in 1997-98 with Bacardi rum, then in early 2000s with Bacardi Breezer, mid 2010 with Bombay Sapphire, Grey Goose and a few years back with Patron. It’s being a great run. Bacardi India is an engine of growth for Bacardi globally.

“We at Bacardi are going along with our Best 10 strategy… that is making the next 10 years the best ones yet. We want to grow our India business six times by 2030. We have been having strong double-digit growth and we are on track. Experiential marketing is key for us. It is going to continue in importance as a growing number of consumers are experience-seeking. It is going to be equally about experience as much as the product.”

Cocktail Culture Evolution in India

“The bar scene in India has changed considerably, not just in metro, but also in Tier 2 cities. There is a lot of experimentation and we are seeing real evolution of the cocktail culture. It is not just Mumbai or Delhi. Recently, I had been to a bar in Guwahati and If I showed you their cocktail menu, you would think it was some bar in London or New York. Our products are positioned at half of the cocktail culture. This is an interesting opportunity for us to leverage the cocktail culture.”

Golikeri cited the sixth annual Bacardi Cocktail Trends Report, which identifies the five key trends poised to reimagine cocktail culture and the spirits industry in 2025. The report, created in collaboration with The Future Laboratory (TFL), draws on data from Bacardi-led and external research, consumer surveys, bartender interviews and TFL insights to reveal the movements that are influencing cocktail experiences, flavour profiles, and culture the coming year.

Quoting Mahesh Madhavan, the Bacardi CEO, Golikeri said the company has embraced the shift from consumption to curation, where consumers are not just seeking drinks, but meaningful experiences enjoyed over a cocktail.

Do What Moves You

Bacardi has launched a marketing push to launch its brand purpose ‘Do What Moves You’, which aims to “shine a spotlight on the brand’s belief in the power of self-expression”. “It has music experience, delicious cocktails, wonderful merchandise, its 360 degrees, bringing all together to a compelling experience. We amplify that digitally where a few experience, but gets seen by many.”

Legacy, Made in India

Talking about ‘Legacy’ whisky, the make-in-India product, Golikeri said its ‘tested, researched and produced in India’. “We have put the consumer in the heart of it. We have had strong results from the consumer to the product. We initially went into three States – Maharashtra, Uttar Pradesh and Telangana and we know we have a winner on hand. We will be rolling out in other states too and Legacy is a response to vocal for local.” The roll out plans include Goa, Pondicherry, Jharkhand, Odisha, Meghalaya, Assam, Tripura, Arunachal Pradesh, Kerala, and Rajasthan. The focus, Golikeri said, is going to be on Legacy, Irish whiskey brand Teeling; tequila brand Patron El Cielo, and vodka brand Grey Goose Altius.

However, he said that Bacardi rum which was introduced in 1997-98 continues to be popular. “For Bacardi Breezer, the main player in the RTD (ready to drink) segment, the market share in India is 90%. Launched in 2002-03, it is a great liquid and has had good activations. We had the winning recipe. We were an early entrant and we have cemented the product.”

Three F’s that Drive Bacardi culture

Asked about his experience so far in India, he said, “I came from Dubai in early 2023 and the first few months, I just travelled across the country, visiting almost all states, meeting with our teams, stakeholders and also consumers. It was an exercise to understand the challenges, the market and to help shape our strategy. I put all this on paper and took it to our board of directors. One of the learnings from the travels has been there is incredible opportunity for Bacardi to grow here.”

The company, he adds, encourages entrepreneurial mindset and helps in taking bold decisions, all coming from Bacardi’s focus on three F’s – Family; Founders and Fearless. “In Bacardi everyone is treated as family. We are all ‘Primos’ (cousins in Spanish), where we care for each other and help in making bold decisions. We are all a passionate team of Primos.”

India, Golikeri adds, contributes hugely not just in terms of business, but also as a global talent hub. Bacardi has so many career programmes and India is a key pillar when it comes to talent sourcing.

What an Expedition it has been…….

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Rakshit Jagdale, the Managing Director of Amrut Distilleries in a podcast conversation with Bhavya Desai talks about how the 75-year-old company has evolved over the years, starting from heritage brands such as Amrut XXX rum and Silver Cup brandy in the 1950s to the Amrut Single Malt and now to a limited edition of the oldest whisky from the sub-continent – The Expedition.

On February 26, 2025, Bengaluru-based Amrut Distilleries reached yet another highpoint in the alcobev sector when it launched The Expedition, the oldest single malt whisky in India, matured for 15 years, and sold for 12,000 USD (₹10.50 lakhs) per bottle. Celebrating its 75th anniversary, Amrut Distilleries released 75 bottles of this rare whisky, 66 of it for the international market and the rest for the Indian market.

Matured for 15 years

The Expedition is matured for 15 years, initially in European Sherry casks for 8 years and then American Bourbon casks for 7 years, developing deep, opulent flavours, complexity and depth. Amrut’s Expedition packaging exudes the grandeur of a royal heirloom. The merging of metal and wood took six months. Each handcrafted box houses an individually engraved and numbered bottle, featuring a diamond-cut design with intricate gold engravings. A regal silver peg measure, crafted by a Bangalore silversmith, has been embedded with a near-field communication (NFC) tag and authentication card.

Globalisation and the Market

Not just The Expedition, the international market for Amrut has been the US, followed by Europe and the APAC region, the last one is fast growing for single malt whiskies. “It has been a very exciting time for us in the industry now. We should see how it will unfold,” Rakshit said and mentioned how the markets opened up in India in 1990-91 with globalisation. “Seagram’s came with advertising blitzkrieg for Royal Stag, something which we had not seen. People started shifting from drinking heavier blended whiskies like MaQintosh or Peter Scot or Royal Challenge into drinking lighter whiskies like Royal Stag. At Amrut, we did not stop distilling, we kept on maturing our malts.”

Lighter Whiskies

It was around 1995-96 that Amrut cut down using heavier malts in MaQintosh from 35% to 10% to 8%. “It was then we thought why not go for single malt whisky, why not explore.” The first batch was matured for four years average and now the company is using a larger percentage of older whiskies. “We don’t have that much of quantity, we run out of supply,” confesses Rakshit.

Denying that the company created a demand to jack up prices and make it luxury, Rakshit said, “We didn’t have enough whisky, even now it is the case, but we do come up with special edition whiskies. Who wouldn’t want to sell more of their product.”

Technologies at play

Talking about how the company has evolved over the years, Rakshit said, “Techniques have evolved and barleys have improved from two row to six row. The yeast varietals have undergone massive change. Distillation technologies have also improved. The world over, the yield per ton of malt spirit has improved significantly now. Earlier, we were probably touching around 350 to 360 alcoholic litres per tonne, we are now hitting close to 400 alcoholic litres per tonne. With Scottish malts it’s even higher going up to 415 to 425 litres per tonne.”

On location advantage, Rakshit said Bangalore at an altitude of 950 metres above sea level has significant advantage with relative humidity remaining high in summer and dropping significantly in winter. “We lose angel’s share in our warehouses at an average of 9% every year. Probably it doesn’t happen anywhere else, may be in Kentucky. We lose more water than alcohol. If you go down anywhere near the coast or if you mature in Scotland, it is the other way around, because in Scotland’s cooler clime, the angel’s share is 2% per year, but they lose more alcohol than water, with the strength dropping. Humidity and altitude play a very significant role for us.”

Ajay Devgn and Cartel Bros Debut ‘The GlenJourneys’

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21-Year-Old Single Malt Scotch
Only 600 bottles released
Limited Cask Series to be launched in India in August

Actor and entrepreneur Ajay Devgn has partnered with luxury spirits house Cartel Bros to launch ‘The GlenJourneys Pioneer Edition’, a premium 21-year-old Highland single malt scotch whisky. This exclusive release marks a significant milestone in India’s luxury spirits’ landscape. The Pioneer Edition boasts a robust 48% ABV, presented in an elegantly crafted oak-finished cask with intricate inlay detailing.

This limited release will be available through select travel retail channels worldwide, catering to discerning connoisseurs and collectors. While travel retail prices for the 21-year-old single malt are forthcoming, The GlenJourneys will also offer three non-age statement expressions: Rum Cask, Bourbon Cask, and Sherry Cask. These variants will be priced between ₹7,500 and ₹9,000. This launch underscores Cartel Bros’ commitment to delivering exceptional luxury spirits experiences, further elevating India’s premium whisky segment.

On April 10, Mumbai witnessed the exclusive launch announcement of The GlenJourneys. The limited Pioneer’s Edition provides an exclusive chance for a select few to own a piece of whisky history before it arrives in India.

India Launch – The Cask Series to Follow

While the flagship 21-year-old single malt debuts globally, Indian whisky lovers can look forward to the brand’s Cask Series, scheduled for release in August 2025. This special collection of cask-aged single malts will highlight the unique finishes and expressions designed specifically for the Indian market. Further details on the cask types, its expressions, tasting notes, and limited edition bottlings are expected to be revealed by the end of August.

“The GlenJourneys is a culmination of passion and artistry, a tribute to the untamed spirit of the Highlands,” said Mokksh Sani, Founder of Living Liquidz, Mansionz, and Co-founder of Cartel Bros. “We’ve poured our hearts into creating a collection that transcends the ordinary, offering a truly exceptional tasting experience.”

From the first sip to the lingering finish, each moment with The GlenJourneys is an expedition of flavour. Driven by the expertise of Cartel Bros, the makers of The Glenwalk Scotch Whisky and the leadership of co-founders Mokksh Sani, Jitin Merani, Rohan Nihalani, Manish Sani, and Chief Business Officer Neeraj Singh. The GlenJourneys, crafted in the Scottish Highlands, is a 21-year-old single malt aged exclusively in hand-selected American oak casks. It opens with velvety vanilla sweetness and ripe fruit, leading into a palate that is silky, layered, and luxuriously mellow. The journey concludes with a long, lingering finish, where subtle whispers of smoke remind you of the untamed wilderness from which it was born.

“Bringing The Glen Journeys 21‑year‑old Highland single malt to life has been a journey of passion and precision,” said Ajay Devgn. “Every detail of the brand reflects our commitment to craftsmanship and excellence. With this collaboration with Cartel Bros, we offer an exceptional whisky to connoisseurs worldwide, starting with the introduction of the 21-year-old single malt whisky in travel retail channels across the world.”

Cartel Bros is force to reckon with in the world of fine spirits, pushing boundaries, redefining luxury, and elevating whisky culture. With the success of The Glenwalk, they have established themselves and have activated operations in over 50 cities across 12 Indian states, with a growing presence in the Middle East, Australia, New Zealand and Canada, with rapid expansion plans in other international regions soon.