Author Archives: Sanchit Mishra

Unique Alcohol Gifts for Women’s Day

It can be a common misconception that women don’t like the tipple. From the dawn of the early ages women have also known to enjoy wine and spirits. And if you’re looking for unique alcohol gifts this Women’s Day, then we’ve got you covered. From specialty coffee blends to exquisite spirits, here’s a list of offerings to celebrate that special Woman. Whether she’s a coffee connoisseur or a cocktail enthusiast, these are sure to pour some happiness into her day.

Godawan Artisanal Single Malt Whisky

A single malt that breaks aways from the norm – Godawan is bringing to life Indian single malts that cater to every palate – from fruity and spicy to rich and rounded.

Matured in premium PX (Pedro Ximenez) Sherry Casks and American Standard Barrels, this rich liquid is then treated with two unique Indian botanicals – Rasna and Jatamansi. Each sip features the aromas of sultanas and dried fruits, complemented by a syrupy smooth texture, with a finish of caramel and a butteriness like baklava.

The second expression is a sweeter and fruity variant. Matured in virgin oak casks to release vanilla and clove aromas, as well as American Standard Barrels. It also treated with two unique Indian botanicals – Rasna and Jatamansi. With a distinct touch, this whisky is finished in cherrywood casks, enhancing the whisky’s sweet and sour taste profiles, impressive fruit aromas, and dark colour.

Product details: 700ml; ABV: 46%

Price – INR 2800 – INR 6000

Available in Delhi, Rajasthan, Maharashtra, Karnataka, and Dubai

Maka Zai Gold: Tribute Edition

India’s first homegrown premium artisanal rum makes for a dash of opulence this Women’s Day. High-quality and matured, the Maka Zai Gold Rum is blended on the Goan seashore. It is a perfect dessert and sipping rum. Its silky, elegant and approachable charm gives you the feeling of a sunny, late afternoon.

Product details: 750 ml; ABV – 42.8% 
Price INR 1500 onwards.

Maka Zai White: Bartenders’ Edition

With a clear colour and creamy and elegant aromas, the Maka Zai White Rum runs a sweet and spicy finish. This flavoured rum that boasts a spicy and grassy palate makes for a star component in cocktails.

Product details: 750 ml; ABV – 42.8%

Price – INR 1100 onwards.

Available in Goa, Maharashtra, Karnataka, Delhi, Haryana and Puducherry.

Amrut’s ‘Children of a Lesser God’

Single Malt Amateur Club, whisky appreciation club, and Amrut Distilleries have joined forces for  ‘Children of a Lesser God.’ Amrut’s first Single Cask Special Edition, exclusively available to SMAC members (membership is free). Matured in an ex-rye cask, the expression offers a unique flavour profile, marking unexplored territory in Indian whisky. The bottle’s design, featuring diverse Indian cultures, adds a fun, floral twist to traditional whisky branding.

Product Details: 750 ml | ABV: 50%

Price: INR 9999

Beachville Coffee Roasters – Specialty Coffee

This specialty coffee company offers high quality blends and is sure to make the perfect gift this Women’s Day. With their very own roastery, Beachville Coffee Roasters brews excellence in every sip.

With coffee sourced directly from various regions in India, Beachville provides an array of blends, each boasting its own distinct flavour profile. The single origin specialty coffees are chosen from estates including Nachammai in Yercaud, Mooley Maneh in Coorg, Hippla and Kelagur Heights in Chikmaglur. And, for those who appreciate tradition, the Filter Coffee Blend never disappoints. Moreover, each variety offers customizable grind sizes, including options such as whole bean, espresso grind, pourover, and South Indian filter blend.

Product details: 250 gm

Price: INR 375 onwards

 D’YAVOL

Celebrate Women’s Day by indulging in these premium spirits – where craftsmanship and authenticity come together to deliver a decadent sipping experience!

D’YAVOL Single Estate Vodka: Originating from Poland, this sipping vodka is made from 100% winter wheat. The luxury spirit stands out with its unique Black Pearl Filtration, resulting in a velvety smooth finish and enhanced mouthfeel. As a single estate vodka, each hand-selected ingredient is sourced from the pristine land surrounding the distillery, reflecting a strong commitment to the grain-to-glass ethos.

Product details: 750ml; ABV: 40%

Price: INR 2,700 onwards

 Available in Delhi, Uttar Pradesh, Haryana, Telangana, West Bengal, Maharashtra, Goa and Karnataka

D’YAVOL INCEPTION

This 100% pure malt Scotch whisky is a carefully crafted medley of eight single malts from the distinctive whisky-making regions of Scotland. Undergoing multiple years of maturation in first-fill Tawny Port and rare Madeira casks, the resulting dram has a distinct palate of sherried sweetness, perfectly complemented by gentle Island peat.

Product details: 750ml; ABV: 47.1%

Price: INR 6,000 onwards

Available in Delhi, Uttar Pradesh, Haryana, Telangana, West Bengal, Maharashtra, Goa and Karnataka.

44°N Gin – Comte de Grasse

Celebrate Women’s Day by showing your appreciation to the hard-working women in your life with a gift that pampers and indulges them. Introducing 44° N Gin, a luxury gin crafted on the shores of Grasse that captures the essence of the Mediterranean in every drop. Imagine a harmonious symphony of scents, combining the refreshing burst of grapefruit, the timeless allure of Immortelle, and the delicate fragrance of jasmine – all designed to transport your loved one to the sun-kissed shores of the French Riviera, a place of serenity and relaxation, the perfect escape from the stresses of daily life.

Product details:  500 ml ABV: 44%

Availability & Price:

Delhi: INR 11,230

Haryana: INR 9,800

Mumbai: INR 15,500

Uttar Pradesh: INR 8,910

Geist Crowlers – Geist Brewing Co.

For the beer-loving women look no further than Geist Brewing Co – their range of crowlers are sure to impress. From the zesty Geist Kamacitra with its citrus notes, to the rich and comforting Geist Uncle Dunkel, each brew has its own distinct taste and flavour. Whether she’s relaxing after a long day or enjoying a special moment with friends, a 6-pack of Geist crowlers is an excellent choice to leave a lasting impression.

Variants & ABV:

Geist Kamacitra (American Style IPA) – 6%,

Geist Uncle Dunkle (Dark Wheat Beer) – 5.4%,

Geist James Blond (Belgian style strong blond ale) – 7.7% Geist Witty Wit (Belgian style witbier) – 5%

Size: 500ml

Availability:  Bangalore & Pondicherry (INR 225)

06 Vodka Rose– Comte de Grasse

Celebrate with the exquisite 06 Vodka Rosé by Comte De Grasse. This super-premium vodka has an enchanting pink hue that will infuse your celebration with the alluring essence of the French Riviera. The delicately intricate flavour profile of 06 Vodka Rosé makes it the perfect choice for a self-indulgent intimate evening or a gift. With its refined aromas of strawberry and subtle floral notes, 06 Vodka Rosé sets the stage for a celebration filled with sophistication and charm.

Product Details: 700 ml | ABV: 37.5%

Availability & Price:

Delhi – INR 6540

Haryana – INR 5800

Mumbai – INR 9000

Uttar Pradesh – INR 5640

Longitude 77 Whisky Review

Indian Single Malt whiskies are becoming popular all over the world, known for their great taste and quality. Here we are, bringing you another one that’s sure to impress whisky lovers everywhere, Longitude 77, an Indian Single Malt whisky that has piqued interest in recent months. This offering comes from Seagrams, a Pernod Ricard company, marking Pernod’s inaugural venture into the Indian Single Malt category. This launch is a celebration of the company’s 30-year milestone in India. The Single Malt is priced at ₹5,500 for a 750 ml bottle in Mumbai, with an ABV of 42.8%. It’s important to note that pricing may vary across different states. Currently, it is available in Goa, Maharashtra, Chandigarh, Rajasthan, Haryana, Uttar Pradesh, and Delhi Duty-Free, with plans to expand further. This venture by Pernod aims to honour India’s rich spirit, historical craftsmanship, and local ingredients.

For enthusiasts’ keen on exploring the burgeoning Indian Single Malt scene, Longitude 77 presents an intriguing option. The name ‘Longitude 77’ draws inspiration from the 77° East longitude line that runs through India, reflecting the country’s global position.

Produced in small batches at the Dindori, Nashik (Maharashtra) distillery, Longitude 77 is noted for its unique taste derived from locally sourced ingredients, some of which boast a GI Tag. A Geographical Indication (GI) tag signifies products with a specific geographical origin, possessing qualities or a reputation stemming from that origin, similar to “Scotch Whisky.” Under the guidance of Master Distiller R. Natarajan, Longitude 77 has been crafted to offer a superior taste and luxury experience, justified by its price point.

Packaging

Before we dive into the tasting, let’s take a moment to look at the packaging. This Indian single malt has been aged for an extra period and has matured twice – first in American Bourbon barrels and then in wine casks. Reflecting its premium nature, the bottle is housed in an indigo-coloured canister. The box itself boasts a matte finish and is adorned with a striking map of India, resembling a postcard stamp at its centre. The design is truly eye-catching, though the brand name could have stood out more. The map, featuring the 77° East longitude line running through India, instantly grabs attention, perhaps even more so than the brand name itself. Inside, the packaging includes a unique layer of paper, setting it apart from typical whisky presentations. The bottle, designed in the classic whisky-malt style, looks sleek and appealing.

Nosing

When it comes to nosing, the first thing you’ll notice is a sweet aroma, thanks to its finishing in wine casks. This sweetness is reminiscent of berries, vanilla, and caramel. Alongside, there’s a subtle hint of smokiness.

Tasting

Upon tasting, the flavours of vanilla and caramel sweetness are immediately evident, accompanied by a pleasant bite, characteristic of this smooth and refined spirit. Following the initial taste, a subtle smokiness lingers on the palate, enhancing the whisky’s complexity. This whisky, free from artificial colours, showcases a harmony of caramel, vanilla, and a gentle peat smoke, with a hint of spice adding to its depth. Its profile closely mirrors that of Bowmore, celebrated for its balanced interplay of sweetness and smokiness.

Conclusion

So, what’s the verdict on Longitude 77 whisky? At ₹5,500 in Mumbai, it might seem a bit on the expensive side, and initially, the price did raise some eyebrows. However, it’s worth noting that it can be found at a lower price in other states.

For those who appreciate a gently smoky and sweet flavour profile, coupled with a smooth drinking experience, Longitude 77 is likely to be a hit. It’s particularly recommended for fans of smoky single malts, such as Bowmore and Tomintoul, who are sure to find something to love in this offering.

Indian Single Malts Outperform Global Single Malts

Indian single malts have come of age, truly. And they have been savoured in India and elsewhere too. The good news is that in 2023, Indian single malts outperformed global brands, with promise of doing better. According to early estimates by the Confederation of Indian Alcoholic Beverage Companies (CIABC) Indian single malts accounted for approximately 53% of total sales in 2023, a very impressive performance considering that Indian single malts are a decade old phenomenon.

As per CIABC estimates out of the total sales of around 675,000 cases of single malts in 2023, Indian-origin makers sold around 345,000 cases and the rest was sold by Scottish and other international brands. Indian brands such as Amrut Fusion; Amrut Kurinji; Rampur Indian Single Malt; Paul John Mithuna; Indri; Kamet; and GianChand have all given the global players a tough competition. The Indian brands have been competing with well established brands such as Glenlivet, Macallan, Lagavulin and Talisker.

Domestic brands grow 23%

In 2022, Scotch brands sold 2,96,000 cases with a 35 % increase in sales, while Indian brands sold about 2,81,000 cases with a 2.4 % increase. With growing popularity, the overtaking by Indian single malts was given. In 2023, the domestic brands have registered a growth of about 23 per cent, compared to 11 % by imported brands.

Indian whiskies have been making global waves too since 2010 when Amrut Fusion got global recognition with Jim Murray’s Whisky Bible ranking it third, after blind tasting of over 4,000 whiskies. In the 2022 International Wine and Spirits Competition, of the 11 awards that came India’s way, four were for single malts.

In sync with premiumisation

The Director General of CIABC, Mr. Vinod Giri said that this has been made possible due to the premiumisation drive that is happening across all segments of the alcohol sector. Indian single malts have upped the game, in terms of quality, presentation and reach, hence the stunning turnaround was expected. Indian distilleries have worked hard to come to this level, matching international brands. CIABC, he mentioned, is working with the Indian players and government agencies to evolve product and process standards that ensure product quality uniformly and consistently.

What is heartwarming is that the Indian consumer, many of whom have travelled globally, knows that Indian brands are making it to the global stage. This endorsement of the ‘Make in India’ products has largely helped sales.

Price-sensitive consumer gravitating towards Indian brands

Hemanth Adapa, founder of Single Malt Amateur Club (SMAC) said “Indian whiskies are riding the third wave of global recognition and success. It is no simple feat that high quality single malt whiskies are being made from scratch in India and repeatedly being featured in the top whiskies of the world. While the awards and ‘expert views are giving the whiskies a thumbs up what is most encouraging is the consumer gravitating towards these. It is an extremely difficult task to convince the price sensitive Indian consumer to reach for an Indian made brand as against a Scotch which has been the mainstay for premium whiskies in India. This has taken a lot of effort by the manufacturers of repute to encourage this transition. While there are other factors to be considered such as the supply chain issues and global shortage of aged Scotch whisky causing many brands to follow an ‘allocation’ strategy towards India, this is no small feat and perhaps the greatest recognition to the quality of these fabulous whiskies.”

Asked whether the short supply of aged Scotch whisky and supply chain issues had led to increased sales of Indian single malts, answered in the negative, adding “This has not been a flash in the pan for it to be short lived. There are many risks around the governance and quality control of the newly formed category of Indian single malts which is very similar to the challenges in the Japanese whiskies but surely not a doubt around the whiskies being recognised today.”

Amrut started it all

The fact that brands such as Amrut and others have been performing consistently is testimony to the popularity of Indian single malts, not just in India, elsewhere too. One cannot forget what Jim Murray the legendary whisky critic of the world had said in 2010 that “Amrut Fusion, whisky from India, can only be a dream of many Scottish distilleries.” Prior to that, Indian whisky was not even considered as a whisky as it was only producing molasses-based whisky. ‘Amrut Fusion’ changed that as it is made of 80 per cent Indian malted barley and 20 % Scottish peated barley.

In 2022, Amrut which soared by 183 % dethroned Pernod’s Glenlivet which grew by 39 %, according to Euromonitor data. In 2022, two Amrut offerings topped the list, much more sales than Glenlivet, followed by Paul John. Amrut Fusion sold 99,000 cases and Amrut Amalgam 94,000, Solan Gold 20,00 and Rampur 10,000 cases.

Global players go local

Such impressive sales have led to global players in India to start Indian brands such Godawan from the stables of Diageo in 2022. Godawan the artisanal single malt whisky is finished in special casks selectively curated with Indian botanicals. In 2023 Pernod launched Longitude 77, its first Indian single malt with plans to export to the UAE and later to other markets. Further endorsement has come India’s way from the Scotch Whisky Association (SWA) which said that India has overtaken France to become the largest market for whisky sales by volume and single malts are also contributing significantly.

Awards galore

From 2010 onwards, Indian single malts have been cornering global awards at regular intervals. The latest is Radico Khaitan’s Rampur Asava Indian Single Malt Whisky which bagged the ‘Best World Whisky’ at the prestigious John Barleycorn Awards. Rampur’s innovative approach to the ageing process distinguishes it from other world whiskies. The Himalayas provide polar opposite climate conditions throughout the year with the flavour of the famous Indian Summer giving Rampur an added dimension and depth. The malt interacts extensively with the cask, resulting in maturation almost four times faster than in Scotland.

Sanjeev Banga, President of International Business at Radico Khaitan Ltd, and the creator of the iconic Rampur range of whiskies says, “Our position as possibly the only Indian company in the industry with products such as Rampur Indian Single Malt Whisky, Jaisalmer Indian Craft Gin and Sangam World Malt Whisky in the super-luxury space, alongside international alcohol companies is testament to their quality. The global availability of our products, coupled with the admiration and recommendations from top experts including this latest achievement in the John Barleycorn Awards, stands as proof of our unwavering commitment to product quality and consumer satisfaction.” Banga further added that Rampur Asava will soon be available for Whisky aficionados in the Indian domestic market.

In emphasising the global significance of Indian whisky, Kunal Madan, Vice President of International Business at Radico Khaitan added, “India commands a staggering 48 % share of the global whisky market. While the majority stays within our borders, the efforts of producers like us have successfully introduced our exceptional Indian whiskies to markets such as the US and UK. In a landscape dominated by only a handful of Indian whiskies, Rampur has earned its place as one of the most highly regarded brands. This recognition reinforces the impact of our journey, guided by quality and innovation, beyond national borders.”

Another Indian single malt to walk away with another prestigious award is the Indri Diwali Collector’s Edition which won the ‘Double Gold Best in Show’ at the 2023 Whiskies of the World Awards, beating over 100 other varieties including scotch, bourbon and British single malts. Indri, the peated Indian single malt whisky is a product of the Haryana-based Piccadilly Distilleries, launched in 2021.

“The industry can offer much more and consumers want much more as well. This growing appetite for experimentation could translate into a brighter future for the Indian spirits market, beyond the projected flatline of 2024,” Vinod Giri added.

Anti-counterfeiting Technologies to Stop Fake Alcohol Market

Even as new technologies to prevent fake liquor emerge, there are still many hacks who think of devious ways to push the fake business. This needs to be taken head on.

This November, Haryana reported 20 deaths due to consumption of illicit liquor. On and off, we hear of incidents wherein illicit/fake liquor takes toll of human lives, besides upsetting genuine liquor business. Even as new technologies emerge, there are still many hacks who think of devious ways to push the fake business. That needs to be taken head on.

Counterfeit wines and beverages pose a significant danger, causing a loss of US$3.18 billion in direct sales and costing governments US$2.61 billion in tax revenues, states Vikas Jain, Founder of Acviss Technologies. He states that counterfeiters have been able to pull off frauds that would have looked impossible a decade ago, now with the help of technologies. And by leveraging e-commerce platforms and social media they are able to distribute their products across the world as well.

But what is fake liquor? Fake or illegally produced alcohol is that which is produced in unlicensed distilleries or people’s homes and intended for sale. Production of fake alcohol is more likely to use cheaper versions of alcohol, and contain potentially even more dangerous chemicals, unlike alcohol which primarily uses ethanol. There is no way of knowing for certain the ingredients contained in fake or illegally produced alcohol, there lies the risk of drinking it.

The Food Safety and Standards (Alcoholic Beverages) Regulations, 2018 has in detail listed out what companies need to take care of, including labelling, while manufacturing and selling all kinds of spirits, beer and wine. However, the illicit and fake liquor business in India is thriving and many times with impunity. So, it is for the liquor manufacturing companies to secure their businesses, using technologies, intel and other means.

Fake market growing

Reports indicate that in India alone there were over 6,000 deaths due to poor-quality or fake liquor in the last six years. With the Indian alcohol market growing at a CAGR of 8.8% and it was to reach 16.8 billion litres of consumption by end 2022, the fake market too is growing. As per the Federation of Indian Chambers of Commerce and Industry (FICCI), the illicit alcoholic beverage market size in value terms stood at ₹23,466 crores in 2019-20.

As excise comes under the purview of the State and each of the 29 States (Gujarat, Bihar and Nagaland have prohibition) and seven Union Territories have their own ways of regulating liquor trade. There are avenues for fake liquor, interstate smuggling of liquor etc. depending upon where the market is lucrative. The onus lies on the brands to protect their interests as counterfeiting goes beyond the labels, bottle designs and caps.

Counterfeit trade flourishes 

Says Vikas Jain, “Counterfeit beverages are being abundantly available in the market and there doesn’t seem to be an end to it. Fake alcohol products that are produced illegally or use sub-par ingredients and don’t meet security and safety standards. The counterfeit trade has already cost the Indian government a loss of ₹1 trillion in taxes in recent years.”

Common malpractices

Mr. Jain mentions that the most commonly used malpractices in the alcoholic beverage industry include –

Bottle Recycling: Counterfeiters collect empty authentic bottles, refill them with inferior or fake products, and reseal them with counterfeit labels and closures.

Label Forgery: By using high-quality printing techniques and materials, counterfeiters create fake labels that closely resemble authentic branding and design.

Blending and Dilution: One of the most widely practised counterfeit techniques is to mix lower-quality alcohol or water base with small amounts of original ones to create the illusion of authenticity. This leaves the consumers convinced that they have purchased the original product and won’t raise much suspicion.

Implementing a clear and standardised labelling

Asked how brands can protect themselves from counterfeiting, Mr. Jain mentions that the starting point would be implementing clear and standardised labelling with detailed information about the product, including origin, production methods and quality certifications. “One of the best visual identifiers to prevent counterfeiting is to use a highly recognisable and unique bottle shape. This helps the customers to directly identify the brand and verify its authenticity without using another method of authentication. Conduct regular campaigns to raise awareness about the risks of counterfeit alcohol and the importance of purchasing from reputable sources. Work closely with retailers to ensure that they are educated about the risks of counterfeit alcohol and can guide consumers in making informed choices. And obtain and display recognised quality certifications on the product packaging to signal authenticity and adherence to industry standards.”

Incorporating non-replicable labels

Asked about how Acviss helps in combating the counterfeiting menace, Jain stated that “Acviss’s Certify helps to incorporate non-replicable, unique labels into your product or packaging. The best part is that they are tamper-resistant and act as a digital certificate for the products. Customers can easily scan and verify the authenticity of these products and quickly glance through the product and manufacturer information.

Acviss’s Origin tracks your product through each stage of its lifecycle, from the manufacturer to distributor and the end consumer. This helps to learn the behaviour of the supply chain, increasing the visibility and locating the vulnerable points.”

Long run benefits

On the issue of anti-counterfeit solutions being expensive, Mr. Jain mentioned, “Yes, most companies see anti-counterfeit solutions as an unnecessary cost. But, frankly, anti-counterfeit solutions are an investment that can benefit the brand in the long term run. Not just to recover the profits, but also to retain customer trust and reach out to new audiences. The plus side with Acviss is, that our solutions can be customised according to the requirements of the brand which is more effective than a one-size-fits-all solution.”

To deal with this menace, brands have to think on different levels. “As technology is getting more and more advanced, counterfeiters are also finding new ways to bypass the existing preventive measures. But it doesn’t necessarily mean that the anti-counterfeit solutions are meaningless. If we take Acviss as an example, we have been constantly evolving and innovating new technologies to keep up with changing environments. We have also been able to surpass the existing measures and create groundbreaking inventions in the brand protection field lately by leveraging the AI and ML technologies.”

Mr. Chander S Jeena, Associate Director of the Authentication Solution Providers’ Association (ASPA) said, “The answer lies in the upgradation of current technologies, systems, and regulations to ensure end-to-end secure supply chain. For example, to prevent tampering, refilling, and ensure revenue protection, the tax stamps (excise adhesive label) must be enhanced with new generations’ overt (visible) and covert (hidden) security features to facilitate easy identification by important stakeholders in the supply chain. Further, there is a need for solutions to safeguard the movement of liquor supply. Many States are using geo-tagged ‘digital locks’ for liquor-carrying tankers, with GPS-based tracking services to track in transit consignments through distilleries, bottlers, company-owned bonded warehouses, and transporters. Widespread use of these solutions across the country can bring a drastic change in just a few years.”  

India’s 1st cane juice rum maker, Piccadily Distilleries launches Camikara 3 Year Old Aged Rum

Piccadily Distilleries recently announced the launch of Camikara 3 Years Old (YO) – a 100% pure cane juice rum, aged in American oak barrels for three years. Unlike most Indian rums produced using molasses or grain ENA, Camikara takes pride in being India’s first premium, pure cane juice rum. It is a testament to India’s growing admiration for good quality rum, with the rum market foreseeing an annual growth of 5.55% (CAGR 2023-2028), according to a Statista report.

Camikara 3YO, bottled at 42.8% ABV, is a departure from the myth that rum is a seasonal spirit. Inviting young consumers to experiment, and impressing rum enthusiasts with its complexity, Camikara 3YO is a versatile drink, a rum like no other. On the rocks or as the foundation of a preferred cocktail, it can be savoured all year long, serving as a canvas for the true essence of the cane juice to shine through.Elevating the legacy and tradition of rum in India, Camikara was born to rediscover the past and pave the way for the future. The inspiration came from the culture of Punjab, where there’s a history of distilling cane juice to make a local household brew called Laahan. Piccadily Distilleries aims to revive this age-old tradition, take it further with advanced maturing techniques and present the beauty of premium Indian rums in the form of Camikara.

Carrying forward the reputation of its award-winning 12YO variant, Camikara 3YO is a step further in the company’s vision of making premium Indian spirits more accessible. India is the world’s largest producer of sugarcane and has a rich history of producing cane juice distillates or rums. But due to years of colonisation, the domination of western whiskies and the subsequent devaluation of rum as a quality brown spirit, India never produced a premium category rum. The story is similar to that of tea and coffee; India was primarily a coffee producing and coffee drinking nation until the British colonisers introduced tea. It is only recently, with the conscious efforts of the new generation, that both indigenous Indian coffee and rum are reclaiming their space and finding their footing on a global scale.

Speaking about the launch, Siddhartha Sharma, Founder, Piccadily Distilleries, said, “We are very excited to expand our portfolio of pure cane juice rums and launch Camikara 3YO. Camikara was born out of a desire to revive the age-old distilling tradition from India and introduce an indigenous premium category rum. When we launched the limited-edition Camikara 12YO, it became the first ever Indian rum to win a ‘Gold Medal’ at the prestigious IWSC Awards 2023. This inspired us to expand our rum portfolio and make the golden elixir more accessible. We hope that Camikara 3YO will carry on the legacy and cater to a wider audience.”

Camikara 3YO stands as a testament to purity. It entices with classic, naturally sweet top notes of sugarcane. On the nose, it offers intriguing hints of funkiness, vegetal greenness and a subtle embrace of wet leather. Then, a fruity sweetness unfolds, reminiscent of melons, complemented by a gentle touch of honey and understated hints of vanilla, enhancing the innate sweetness of its aroma. On the palate, Camikara 3YO offers a masterful alchemy of oak and cane juice spirit. Subtle oak and char-induced smoky notes form a sturdy foundation allow the sugarcane congeners to gracefully evolve. The outcome is a well-rounded and an impeccably balanced spirit. A grand manifestation of pure sugarcane juice rum, Camikara 3YO offers a gratifying finish with each sip.

Camikara 3YO is currently available in Haryana at ₹1,500, Rajasthan at ₹2,410 and Uttarkhand at ₹1,830. The spirit will soon be available in Maharashtra, Goa, Punjab, Assam, Arunachal, MP, Chandigarh, UP and more.

The Indian Single Malt Whisky Landscape

Indian Whiskies are experiencing a new high. With a growing drinking population the Indian alcobev industry is likely to boom to a new high.

In recent years, a formidable challenger has emerged from an unexpected corner of the world – Indian single malts. With their unique character and exceptional quality, Indian single malts have proven that they are more than capable of matching their Scottish counterparts.

One of the key factors that differentiate Indian single malts from their Scottish counterparts is the influence of terroir. India’s tropical climate, with its soaring temperatures and high humidity, creates a whisky maturation process unlike any other. The angel’s share – the amount of whisky lost to evaporation – is significantly higher in India, resulting in an accelerated aging process and intensifying the flavours within a shorter timeframe. This unique maturation process infuses Indian single malts with bold, robust flavours that tantalise the taste buds.

Amrut’s recognition placed India on the global whisky map, but Mohan Meakin pioneered Indian single malt whisky back in 1858, long before Amrut.

While Indri Diwali Edition’s win is celebrated in India, the perception differs internationally. Even though India strives for quality whisky production, global recognition is a work in progress. 

 Unlike established producers like Japan, India’s whisky prominence is relatively recent – the industry is shifting from the traditional older consumer to younger audiences, by diversifying consumption methods through cocktails.

More distilleries venturing into malt whisky production – Amrut, Paul John, Rampur, and newcomers like Piccadily aim for global market penetration amid rising Scotch whisky imports.

Indian single malts proudly celebrate the country’s rich heritage while incorporating modern techniques and influences. Distilleries often draw inspiration from local ingredients, spices, and cultural traditions to create whiskies that are uniquely Indian. From the use of Indian barley to the incorporation of regional flavours like cardamom, cloves, and saffron, these whiskies encapsulate the essence of India, offering a sensory experience that is both nostalgic and forward-thinking.

The meteoric rise of Indian single malts has not gone unnoticed in the whisky world. They have garnered numerous awards and accolades, winning over skeptics and enthusiasts alike. The recognition from renowned whisky experts and critics has solidified the position of Indian single malts as a force to be reckoned with in the industry. As more people discover the quality and complexity of these whiskies, their popularity continues to soar.

The emergence of Indian single malts has undoubtedly shaken the foundations of the whisky industry, challenging the long-standing dominance of Scotch whisky. With their distinct character, unique maturation process, and unwavering commitment to quality, Indian single malts have proven that excellence in whisky knows no geographical boundaries. As whisky enthusiasts and collectors seek out new and exciting expressions, Indian single malts stand ready to captivate their palates and leave an indelible mark on the world of whisky.

Despite the hype about the magnitude of Indian whisky compared to Scotch, actual consumption statistics show no drastic increase. However, global recognition for quality Indian whiskies has notably risen.

The bulk of India’s whisky market comprises blended and daily drinking whiskies, not just the premium single malts like Amrut/Paul John – underscores the  dominance of everyday brands like Signature and McDowell’s. The knowledge and information of seasoned whisky enthusiasts have expanded significantly over the past five years, and they demand whiskies that are:  high-quality; limited editions; priced conveniently available in a broader market.

Newer or curious consumers are gradually transitioning from lower-end to mid-segment whiskies, amplifying affordability in the ₹1500-₹2000 range.

While single malts garner recognition and elevate the industry’s stature, the substantial demand driving the industry’s profit lies within these affordable mid-tier whiskies. 

Amrut’s pioneering strategy of launching single malts in the UK, rather than India, set a precedent for others like Paul John and Rampur. The idea was to create international demand that would pique curiosity domestically, a strategy that continues to shape the market.

The entry of big players like Diageo and Beam Suntory into India reflects the strategic shift to safeguard their market shares. Diageo’s move from importing Scotch to producing locally aims to counter the rising curiosity for Indian whiskies among consumers, particularly when price points are comparable.

Comparing Indian single malts with global counterparts – blind tastings often unveil the impressive quality of Indian whiskies.

Market acceptance remains a challenge due to the stronghold of brands like Johnny Walker and Chivas, deeply entrenched in the Indian consumer psyche.

Quality control emerges as a critical concern. Despite norms borrowed from the Scotch Whisky Association, the lack of a regulatory authority poses challenges. Looking ahead to 2024, manufacturers must grapple with the realities of production complexities and retaining skilled personnel. The absence of a consistent master blender/distiller in India points to the challenges of replicating Scotch whisky’s intricate craft.

Production transparency, along with quality control, demands attention, emphasising the need for a regulatory body to standardise practices. This prevents the replication of the Japanese whisky industry’s pitfalls, where lack of oversight led to a decline in repute.

International market alignment is crucial, but Indian single malt production capabilities are still dwarfed by Scotland. Expansion plans by major players like Amrut, Paul John, and Rampur indicate the industry’s growth trajectory.

The Future of Whisky Production  

Accelerated maturation in India for quicker whisky development:  The high Angel’s Share poses challenges due to significant evaporation losses. To counter this, distilleries are employing sophisticated warehouse management techniques to minimise losses and maximise output.       

Exploration of alternate sources for key ingredients: Distillers are seeking sustainable and efficient means to procure essential elements for whisky production and exploring new avenues beyond traditional sources.

While currently in its nascent stages in India, there’s a growing emphasis on data-driven processes and automation. Techniques like employing spectrometers to analyse whisky flavours and aromas are being explored to ensure consistency and quality.

Manufacturers are associating with clubs and creating limited editions for various festivals like Diwali or Christmas. Brands are diversifying their offerings, aiming to capture consumer interest with specialised releases tied to zodiac signs, festivals, or master distiller editions.

Expansion into different spirit categories: This may redefine the industry landscape and provide diverse options for consumers beyond traditional whisky offerings. The future might also see a more adventurous consumer base exploring a wide array of whisky variants.

Pernod Ricard India Launches Longitude 77, a New Indian Single Malt

Pernod Ricard India has entered the Indian Single Malt category with the introduction of Longitude 77, marking three decades of the company’s presence in India. The move reflects the increasing popularity of premium Indian spirits, with Longitude 77 aiming to pay homage to India’s rich heritage, craftsmanship, culture, landscape, and terroir.

Named after the line of longitude that runs through the length of India at 77° East, the brand seeks to symbolize India’s position on the world map. The launch event was recently held at DLF Golf & Country Club in Gurugram, showcased what was termed a ‘Reimagined India’, which was led by Arjun Rampal. The evening also featured contemporary Indian luxury elements, including a presentation of Indian soundscapes by musician Karsh Kale, a fashion showcase by designer Ashish Soni, and a culinary exploration by Chef Vicky Ratnani.

Produced in small batches in a distillery in Dindori, Nashik, Longitude 77 brings together locally sourced ingredients with a double-matured single malt is aged in American Bourbon barrels and wine casks, presenting a mahogany colour and a flavour profile described as smooth, full-bodied, and balanced, with hints of caramel, vanilla, and faint peat smoke.

The packaging of Longitude 77 features an indigo-coloured matte finish box and bottle, paying homage to the colour that India gave to the world. Both the box and the bottle depict the map of India with the Longitude 77° passing through, symbolizing the essence of the country.

Longitude 77 Bottle and Packaging

Kartik Mohindra, Chief Marketing Officer, Pernod Ricard India, said, “As we celebrate 30 incredible years in India, our commitment to delivering quality brands and experiences gets enhanced with the launch of Longitude 77. Inspired by the line that runs through the heart and soul of India, Longitude 77 is a symbol of authentic contemporary Indian luxury. Our Master Distiller has carefully crafted an exquisite liquid to celebrate and showcase India’s rich culture, heritage, terroir and craftsmanship. We believe that Longitude 77 will give the world a taste of “India Reimagined”. We are confident that this exceptional addition to our portfolio will be embraced by whisky enthusiasts across the world and elevate their convivial experience.”

Longitude 77 Master Distiller, R Natrajan shared, “It is an exciting time for Indian single malts as whisky enthusiasts discover the beauty of home-grown spirits. Longitude 77 is an Indian single malt that’s proud of its provenance, crafted with utmost care and attention. Produced in small batches, it seeks to represent the best of India’s rich terroir and local ingredients. The liquid has been double matured and brought to perfection in American Bourbon barrels and wine casks. The result is an exquisite, full bodied single malt with notes of caramel, vanilla, and subtle peat smoke. Longitude 77 is more than just a single malt; it is our homage to the enchanting spirit of India.” 

The launch event also had a sipping experience of the whisky, featuring serves celebrating unique Indian ingredients with Geographical Indication (GI) tags. Currently the malt is available in selected regions, including Goa, Maharashtra, Chandigarh, Rajasthan, Haryana, Uttar Pradesh, and Delhi Duty Free, the brand aims to expand its presence in other markets, targeting a premium convivial experience for Indian whisky drinkers.

VINEXPO Delhi 2023 – All set to Roll

Keep an eye out for European Wines with Sommelier Devati Mallick

The stage is all set for VINEXPO Delhi 2023 to get underway tomorrow. While there is much to look forward to for the visitors, with many foreign producers gracing the event, the European Union (EU), located at Booth F50 in Hall 1B is expected to have a strong showing as the Region of Honour. The fair will be held from 7th– 9th December, 2023.

European wines, beers and spirits are more than alcoholic beverages, thanks to exceptional raw materials, timeless craftsmanship and unwavering safety standards. Europe is the birthplace of the world’s wine industry, and traditions of winemaking are proudly passed from generation to generation; they have defined European rural landscapes for centuries. Nowadays, the EU accounts for 45% of world’s wine-growing areas, 65% of wine production, 57% of global wine consumption and 70% of exports, making it the world leader in each of these categories.

A tradition of quality and excellence

More than 1700 European wines have Protected Designation of Origin (PDO) and Protected Geographical Indication (PGI) protections, serving as a guarantee of their authenticity and quality.  The consumers can enjoy these products in the knowledge that they have been produced to the highest quality and safety standard. Whatever your preference, you will find something to delight you among the wines of Europe. Red, white, rosé or sparkling wines from Europe can help make any occasion special.

European Union: The Region of Honour at SIAL and VINEXPO in New Delhi

What makes this year’s VINEXPO particularly noteworthy is the presence of over 50 company representatives, including 14representing wines and spirits sector, facilitating B2B matchmaking sessions on December 7 and 8. These sessions offer invaluable opportunities for Indian buyers, retailers, and distributors to connect with European businesses across various food and drink sectors

Moreover, the European Union’s VINEXPO booth will host a series of enlightening masterclasses on wines, beers and spirits. Each Masterclass, lasting 30 minutes, will feature a selection of beverages for tasting. Among these, the EU Masterclasses, led by renowned sommelier Devati Mallick, promises to be a highlight. As you sip and savour the wines, you’ll embark on a journey through Europe’s finest vineyards, guided by the expertise of a true connoisseur.

As we gear up for VINEXPO Delhi 2023, we invite you to join us in celebrating the union of tradition and innovation in European winemaking. Stay tuned for an unforgettable wine experience that promises to captivate your senses and leave you with a deeper appreciation for the world of wine.

Let’s raise our glasses to VINEXPO Delhi 2023, where European wines and spirit drinks will take center stage, and the EU’s commitment to vinicultural excellence, along with the expertise of Devati Mallick, will shine brighter than ever before.

The EU’s participation in SIAL and VINEXPO 2023 is part of its ‘More than Food’ campaign, actively promoting outstanding European agricultural products on a global stage. For the latest information and updates, visit the official ‘More than Food India‘ webpage.

For media inquiries, please contact: sial2023@agripromotion.eu

Taxation The Bugbear of Alcobev Industry

To infuse moderation India, EU, UK and the US have used taxation as a tool. But other reasons
also encourage moderation. A report.

The domestic alcohol beverages (alcobev) industry is expected to have revenue growth of 8-10% in 2023-24 but operating margins may contract by 90-140 basis points due to input cost pressure, a report by rating agency ICRA stated.

The alcobev industry witnessed a strong revival in the last fiscal in FY23 led by a healthy demand across both segments – spirits and beer, after two consecutive pandemic-hit years of FY21 and FY22 “During Q1 FY2024, the spirits industry reported a 13% YoY increase in revenues despite being the lean season for the segment, while the beer industry, despite being the peak season, “Moreover, the majority of the ongoing capacity addition is attributed towards beer manufacturing, which is expected to come up in the near to medium term with some players looking to expand to new states and deepen penetration in the existing regions.

“ICRA expects the industry to continue to demonstrate stable and healthy credit metrics supported by strong cash flow generation and limited debt addition,” it said. India is also poised to make strong spirits gains thanks to its booming economy; rising consumer incomes; market recovery and growth post-pandemic; and strong consumer confidence. However taxes play an important role in determining the prices of alcohol.

In spite of GST on alcohol not being levied, the prices of liquor continue to rise after the rollout of Goods and Services Tax. This is because the inputs used to manufacture liquor were taxed at 12-15% under the VAT regime before GST. However, after the introduction of GST, most of the input raw material now attract 18% GST resulting in increased input cost. This rise in taxes on the inputs is passed on to the end customers. The other reason for the sharp increase in the cost of liquor is the applicability of GST on transportation and freight charges. Previously, transportation and freight attracted a service tax of around 15%. However, post-GST, they are taxed at 18%. Hence, even with no major changes in the VAT rates charged on beer or liquor, the cost of beer and liquor increased due to the increase in input taxes.

Industry Analysis

The liquor industry isn’t much supportive of the government’s decision to charge no GST on alcohol. Exempting liquor from GST has led to a rise in the overall cost due to the increased taxes on the inputs. Further, as the output is a tax-exempt product for the manufacturers they need to pay input taxes on inputs and then claim the refund of ITC (input tax credit) accumulated. This is a long process, which leads to the lengthening of the working capital cycle. Most of the liquor manufacturers believe that there’s no point in excluding beer from the purview of GST as the alcohol content by volume is only 5%. Most of the industry insiders wish that beer is brought under the GST regime. This will have a remarkable impact on the flourishing tourism industry.

EU law requires every EU country to levy an excise duty on beer of at least €1.87 per 100 litres (26.4 gal) and degree of alcohol content. That amounts to a minimum tax of €0.03 ($0.03) for a 330ml (11.2 oz) beer bottle with 5% alcohol content.

After a decade of cuts and freezes to the alcohol duty in Britain, in August the level of duty will rise with inflation – an international best practice and World Health Organization recommendation.

With the new alcohol duty system alcohol tax rates will lower the cost of beer for pub-goers and will raise the cost of most other alcoholic beverages in supermarkets and other off-licenses.

In recent decades, alcohol had been getting ever cheaper, fuelling a public health crisis. In the UK, the alcohol duty is a type of tax paid by companies that produce alcohol. It is paid by the company who produces or imports the alcoholic drinks. The tax level relates to the strength and size of the product, rather than its sale price. The level of duty is decided each year in the Government Budget.

On August 1, 2023 the alcohol duty change has come into effect in the UK. It makes duty across different types of alcohol more consistent by taxing based on alcoholic strength by volume (ABV).

In the past the UK tax system has been complicated and inconsistent, with different rules for different alcoholic products. The new system is much closer to international standards in alcohol tax policy and contains elements of World Health Organization (WHO) best practices.

Evidence from across the world shows that alcohol harm falls when the population levels of alcohol consumption fall. When alcohol is less affordable, less is consumed, and so there are fewer deaths, injuries and illnesses caused by alcohol.

Alcohol harm disproportionately affects people on lower incomes and in greater deprivation, even though evidence shows these groups consume less alcohol than higher income groups.

The impact of alcohol on communities and health is also unequal across the UK. People living in the poorest areas of the country are more likely to experience illnesses due to alcohol, and a greater proportion of the population in deprived areas die due to alcohol.

Taxing alcohol by volume (ABV) targets strong alcoholic drinks, which are particularly harmful. Increasing the price of alcohol could be viewed as ‘regressive’ policy (if alcoholic products are more expensive this affects those with less money more). However, on average, people with less money tend to consume less alcohol than those with more disposable income. At the same time, the health costs and mortality from alcohol are higher among lower income communities and people.

A recent study showed thousands of deaths could be averted through lowering alcohol strength in beer, wine and spirits – something the new alcohol duty system is likely to facilitate.

Finland, the United Kingdom, and Ireland levy the highest excise duties on beer. Finland levies a tax of €0.63 ($0.66) per 330ml beer bottle, followed by the United Kingdom at €0.37 ($0.40) and Ireland at €0.37 ($0.39) per beer.

Bulgaria, Germany, Luxembourg, and Spain each levy approximately the EU’s minimum rate of €0.03 ($0.03) per beer bottle.

The EU’s wide range of tax rates spans the range of global tax rates on beer. Finland is a high tax outlier within the EU, but its tax rate is only slightly more than half of Israel’s tax rate on beer. Conversely, Germany has the lowest tax rate on beer of any country in the OECD. Tax rates across the EU are generally higher than rates in the U.S. The minimum EU beer tax of $0.03 per 11.2 oz bottle exceeds the tax rate of the median U.S. state (Virginia at $0.02 per 11.2 oz bottle).

All European countries covered also levy a value-added tax (VAT) on beer, which is charged on the sales value of a beer bottle.

Moderation increasingly driven by economic concerns

Previously driven mostly by health and wellness concerns, moderation in alcohol consumption is now increasingly being spurred by economic worries and a need to cut household spending. Consumers are choosing to cut down rather than down-trade in many markets.

Moderation – both as a lifestyle choice for health and wellness, as well as an economising strategy amidst rising inflation – is taking a number of forms, such as:

• Reducing the number of occasions during which alcohol is consumed, either by substituting with a non-alcoholic beverage, such as a soft drink, or by simply exiting the consumption occasion (such as skipping the mid-week after-work drinks).

• Reducing the number of alcoholic drinks on a given occasion, for example, by drinking less, or in some cases, by combining consumption of a full-strength alcoholic beverage with a no- or low-alcohol beverage during the same occasion.

About half of all adult drinkers of beverage alcohol surveyed as part of IWSR’s price sensitivity study across 17 focus markets in H2 2022, expressed interest in moderating their alcohol consumption. The trend is particularly strong in European markets where economic confidence is low, such as the UK and Germany.

The long-established trend of moderation as a health and wellness choice continues, especially amongst those on higher incomes in countries such as the US, Canada, Australia, and China. Germany remains the largest market for no- and low-alcohol products, however smaller markets, such as the US, Canada and Australia, will show more dynamic growth, with volume CAGRs 2022-2026 outpacing that of Germany.

For some consumer segments, such as millennials in select markets, previous interest in no- and low-alcohol products due to wellness concerns has now been combined with an economic imperative, amplifying the trend.

India’s alcobev market size of $52.4 billion targetted to touch astounding $64 billion by 2030

The International Spirits & Wines Association of India (ISWAI), the apex body of the premium alcobev sector, unveiled its report titled “Economic Value of the Indian Alcoholic Beverage Industry”, presenting it to Shri Amitabh Kant, G20 Sherpa and former CEO, NITI Aayog. This comprehensive report is a first-of-its-kind and takes an in-depth look at the vital elements and the significant roles played by the Indian alcobev sector.

The report offers valuable perspectives on the alcoholic beverage industry, highlighting its economic impact, patterns of consumption, and its positive effects on related industries like agriculture, tourism, and more.

Expressing her gratitude, Nita Kapoor, CEO, ISWAI, said, “I extend our heartfelt thanks to Shri Amitabh Kant, G20 Sherpa, on behalf of ISWAI for allocating the time to receive this crucial report. This is a significant moment for ISWAI and the broader industry, affirming the sector’s substantial relevance to the nation. The alcobev Industry serves as a pivotal economic engine, making it imperative for pertinent stakeholders to recognise and value our sector’s economic contributions.”

Nita Kapoor further emphasised, “The alcohol industry holds a vital position within the national economy, presenting opportunities for growth, job creation, and revenue generation. As we look to the future, the importance of the alcohol industry in India is poised to expand. Therefore, it is crucial to simplify its operational complexities, enhance its Ease of Doing Business (EODB), and unlock its full potential for growth.”

Shri Amitabh Kant, G20 Sherpa and former CEO, NITI Aayog, being presented a copy of the Report titled ‘Economic Value of the Indian Alcoholic Beverage Industry’ by Nita Kapoor, CEO, and Suresh Menon, Secretary-General of the International Spirits and Wines Association of India (ISWAI) at his office in New Delhi.

Key Highlights:

With an estimated market size of $52.4 billion in 2021, roughly 2% of the country’s nominal GDP, the Indian alcobev industry is significant and burgeoning (₹3.9 lakh crore, including country liquor).

Projections suggest the Indian alcoholic beverage industry could reach an astounding $64 billion over the next five years, ensuring India’s position as the fifth-largest contributor to global market revenues in the near to medium term.

In the fiscal year 2021, the industry contributed a significant ₹2.4 lakh crore in indirect taxes to the state governments, representing many income streams. Customs duty on alcoholic beverages alone accounted for ₹2,400 crore.

The alcohol revenues represent 1.2% of India’s nominal GDP, 7.7% of the total tax collection, and 11.7% of the nation’s indirect tax revenue. The sector contributes a significant 24.6% of the overall own tax revenues of the states.

Around 1,235 million litres of extra neutral alcohol (ENA) were used to produce Indian-made foreign liquor (IMFL) and ready-to-drink alcoholic beverages in 2021. It is estimated that to produce 741 million litres of extra neutral alcohol for IMFL, 1.9 million tonnes of grain are required. This amounts to 0.6% of India’s total grain production of 316 million tonnes in 2021-2022.

Approximately 724,611 farms and 36,23,057 farmers are involved in grain production for ENA. 2.9% of the persons employed in the agriculture, hunting, forestry, and fishery sectors are engaged in the production of grain/sugarcane/grapes utilised for ENA for spirits and wine.

The scope of the alcohol industry in terms of employment is remarkable at a staggering 79 lakh individuals, both directly and indirectly. This accounts for 1.5% of the total manpower employed in the country.

About 14-19% of the overall revenues of the organised F&B industry are dependent on the ₹28,000 crore sales of alcoholic beverages.

An enabling policy environment for the alcoholic beverage industry can thus drive investments, jobs, and exports. India-manufactured alcoholic beverages have large untapped export potential and should be treated like any other industry.

On the occasion, Suresh Menon, Secretary-General, ISWAI, remarked, “Beyond its substantial tax contributions, the industry plays a vital role in supporting farmers’ livelihoods. It is also intricately linked to the food and beverage, hospitality, tourism, and packaging sectors. With India’s demographic shift, the growth of the young and expanding middle class is projected to persist for several more decades, driving an increase in per capita consumption of various goods and services. Constructive governmental policies can streamline the ease of business in this sector, fostering a more conducive operational climate. By addressing and removing certain barriers, we can propel the sector’s growth to the advantage of all involved parties.”