Category Archives: news

Bira launches Hill Station Cider Ales

• Under ‘House of Bira 91’, the brand plans to experiment with fast growing premium beverage categories in India  

• The ‘Hill Station Hard Cider Ale’ portfolio includes three variants and will be available across the country, starting with Bengaluru

Just in time for the new year celebrations, Bira 91, the world’s fastest-growing premium beer company, announced its foray into beyond beers with the launch of Hill Station, a category of Hard Cider Ales. The launch is part of the company’s move to bring new categories beyond beers, in congruence with the increasing demand for ready-to-drink options and a growing generation of consumers enthusiastic about experimenting with new flavours. 

Hill Station Hard Cider Ales will have three flavours of hard ciders in its portfolio – Himalayan Apple Original (5.3% ABV); Himalayan Apple Strong (7.5% ABV); and Himalayan Apple Berry Twist (5.3% ABV). These Hard Cider Ales are made from a blend of the freshest Himalayan apples and mountain barley. Their flavours are dry and mildly sweet with a hint of malt and full flavour of orchard-fresh apples. The Himalayan Apple ciders are natural and crisp, that makes them perfect for all seasons and are best enjoyed over ice.

First major cider brand

Speaking on the launch, Ankur Jain, CEO, of Bira 91, said, “Over the last few years, the preferences of young Indian consumers have shifted drastically, and they are now keen on exploring newer categories, including ciders. With Hill Station Hard Cider Ales, we aim to become the first major cider brand in the country and expand the category for this beverage. Ciders help us become a part of wider occasions that call for celebration as they can be consumed throughout the year and are perfect for afternoons as well as evenings. We are bringing this product just in time for the new year celebrations and we are sure that Hill Station Hard Cider Ales will transport consumers to their summer holidays spent in the hills, bringing back fond memories.”

He further added, “With ‘House of Bira 91’, we are continually looking to explore beverage categories that are growing rapidly and recruit consumers from the larger beverage space. The launch of Hill Station Hard Cider Ales gives us an exciting opportunity to expand Bira 91’s portfolio and pioneer the growth of beverages in the Indian premium segment.”    The portfolio of Hill Station Hard Cider Ales will be available in 330ml bottles and cans across Bengaluru, priced at ₹150. 

Bira 91 has been bringing flavourful beers on a regular basis, a diverse portfolio of award-winning beers, aiming to drive the global shift in beer towards more colour and flavour. Bira 91 is available in over 550 towns and cities spread across 18 countries and brews its beers across four breweries in India. Bira 91 has its flagship taproom in Bengaluru, where it releases one new experimental beer every week, paired with its curry-shop menu.

KALS launches Asio Vodka

With the vodka market on the upturn, KALS has launched their new Indian Made Vodka, Asio Vodka in the Tamil Nadu market. The vodka is triple distilled from a blend of different grains and filtered one time through seven columns of environmentally sustainable charcoal for a pure tasting smooth spirit.

The bottle is available in three sizes, that is the standard 750 ml, 375ml and the 180 ml. The ideology behind Asio was unique and KALS wanted to create something that provides a great experience to the consumer. In order to create that experience, they created a story that revolves around India. KALS states that no spirit brand truly embodies the spirit of India – and building this story right was their goal.

The company also hosted curated experiences for the consumers in small batches to sample the product. The taste and experience were then adapted to suit the consumer’s palate, whilst retaining the essence of the brand. KALS says that it has been receiving a great response so far. Currently Asio is available in the TN market and there are plans to make it available pan India soon.

The company is looking to develop more sustainable and lucrative brands moving forward. Together with the Brand Union they’ve embarked on a rebrand strategy to transform their products for the next generation of KALS fans. And the strategy with Asio is also similar to that of the other products, which is to ensure market penetration, increase sales of existing products or services on existing markets, and thus to increase our market share. This combined with market development, product development and diversification are part of the key growth strategies for Asio and KALS.

Pernod Ricard to acquire Código 1530 Ultra Premium and Prestige tequila

Pernod Ricard recently announced the signing of an agreement for the acquisition of a majority shareholding of Código 1530 Tequila, a range of Ultra-Premium and Prestige tequila. This new investment into the fast-growing agave category, mainly driven by the US market, complements the Group’s very comprehensive portfolio across price points and occasions.

Founded in 2016 by Ron Snyder, Federico Vaughan and George Strait, the story of Código 1530 tequila, produced in the Mexican state of Jalisco, is based on the transmission of an ancestral tequila recipe following Los Códigos, “the codes” in English. Código tequila has positioned itself within a very competitive category, thanks to the unique quality proposition of its range of Ultra-Premium (Blanco, Rosa and Reposado) and Prestige products (Añejo, Barrel Strength Añejo and Origen Extra Añejo).

Código is already available within 50 states across the US and is at the early stage of its international development with a presence in over 30 markets. Thanks to Pernod Ricard’s distribution expertise in ultra-premium & prestige brands and its successful experience in collaborating with entrepreneurs, Código is now poised to accelerate its global development and reach new consumers.

Through this partnership, Pernod Ricard is expanding and diversifying the value proposition of its portfolio of tequila brands, which already includes Olmeca, Altos and Avion. The Group is also adding two new Mezcal references (Código Mezcal Artisanal and Código Mezcal Ancestral) to its market leading Mezcal portfolio built around the Del Maguey and Ojo de Tigre brands. The strengthening of the agave portfolio follows the Group’s recent investment in the sotol category through its acquisition of a minority stake in the ultra-premium Nocheluna brand.

Alexandre Ricard, Chairman and CEO of Pernod Ricard, said, “Código’s range of exquisite tequilas reinforces our offer of Ultra Premium+ agave products in the US, where the category is enjoying a very strong momentum. It is a privilege to partner with Ron Snyder, Federico Vaughan and George Strait with whom we share a common vision for Código 1530 and common ambition to strongly accelerate and strengthen the success of the brand.”

The House of Suntory Introduces Hibiki Blossom Harmony, a limited-edition blended whisky

The House of Suntory, the founding House of Japanese Whisky, recently announced the release of Hibiki Blossom Harmony, a limited-edition blend featuring whiskies finished in Sakura casks.

The Sakura Blossom season in early spring has always been an occasion for celebration in Japan, with many gathering around the beautiful flowering Sakura trees that inspire the Japanese to appreciate life as it blooms. Hibiki Blossom Harmony captures this joyful spirit by blending a rare selection of whiskies finished in Sakura wood casks with diverse matured malt and grain whiskies to create this particular Hibiki. 

This limited-edition bottle will be available beginning in October in select global markets including in the United States, the United Kingdom, Australia, Germany, France, Spain, Austria, United Arab Emirates, Netherlands, Italy, Turkey, China, Hong Kong, Singapore, Taiwan, South Korea, Thailand and Vietnam. The expression is bottled at 43% ABV and has a suggested retail price of $160 USD. 

Hibiki is a harmonious blend of various malt and grain whiskies from Suntory’s Yamazaki, Hakushu and Chita distilleries. Constantly pushing the boundaries of what Japanese Whisky can be, the House of Suntory continues to explore and experiment with various wood types. The Sakura cask was one that intrigued Fifth Generation Chief Blender Shinji Fukuyo.

“I have been mesmerised by the Sakura cask for the last five years now due to its symbolism, but also because of its distinctive, subtly floral and spicy aroma and flavour notes,” says Fukuyo. “There have been many experiments with malt and grain whisky components, and we found that there was a special alchemy between the grain whiskies and the Sakura cask. It is this special relationship – harmony – that inspired me to create this blend.”

Achieving the right balance and orchestration proved to be a great challenge from the start since the Sakura cask is one with strong character that can easily become overbearing. After a period of trial and error, Fukuyo found that the grain whiskies finished in the Sakura cask best elevated the overall balance, and the end result is a particularly distinctive expression of Hibiki. It begins with an enticing floral bouquet, followed by the signature Hibiki depth and complexity of honey, candied orange peel, jasmine and chocolatey decadence. The finish features surprising bittersweet spicy notes.

Meaning “Resonance” in Japanese, Hibiki embodies the Suntory philosophy ‘To Create Harmony with People and Nature’. As a House of Master Blenders, the House of Suntory has gone to great lengths to explore the breadth and depth of what Harmony can mean for a blend. Hibiki Blossom Harmony celebrates a particular kind of Harmony.

Diageo acquires premium cold brew coffee liqueur, Mr Black

Diageo recently announced that it has acquired Mr Black, the Australian premium cold brew coffee liqueur. Mr Black was launched in 2013, by designer Tom Baker and award-winning distiller, Philip Moore, with the vision of bringing the global coffee culture to the world of spirits and cocktails. Mr Black has grown to become the leading premium-priced coffee liqueur in the United States, applying modern coffee brewing techniques and quality sourcing to reinvigorate coffee cocktail culture and consumers’ desire for premium coffee cocktails, such as the espresso martini and coffee old fashioned.

Over the last five years, Mr Black has been the fastest growing brand in the global coffee liqueur category. Now available in 22 countries, the brand appeals to craft cocktail lovers and consumers seeking delicious tasting cocktails in bars and restaurants, and for indulgent, at-home occasions. Mr Black sources and roasts coffee to its own bespoke specification, creating the premium liqueur with a delicious and rich coffee taste.

In 2015, Diageo acquired a minority stake in Mr Black through Distill Ventures, the Diageo-backed accelerator programme. Distill Ventures receives funding from Diageo and works with the company to support entrepreneurs as they launch and grow innovative drinks brands.

Co-founder, Tom Baker, will remain actively involved with the brand, working with the Diageo team to build on Mr Black’s success.

Claudia Schubert, President, U.S. Spirits and Canada, Diageo said, “With its award-winning liquid, eye-catching design and packaging, and ability to thrive in culture, we believe Mr Black is just getting started in the dynamic coffee liqueur segment. This acquisition is in line with our strategy to acquire high growth brands in exciting categories, and we are delighted to welcome Mr Black into our portfolio.”

Tom Baker, Co-founder of Mr Black said, “Coffee is more than just a drink – it’s a culture, ritual, obsession, aesthetic, experience, tradition and a community.

KALS launches Foster’s nationally post Acquisition

As a company KALS has been growing organically and inorganically acquiring breweries and distilleries along the way. With the acquisition of Foster’s in India, the company has added a new dimension to its growth plans. A report.

KALS is looking to brew a new vision in the Indian beer industry with its acquisition of Foster’s Beer and three breweries from ABI, which include the East Coast Brewery in Odisha, SICA in Pondicherry and Malabar in Kerala, all formerly SAB breweries. The company has acquired a package deal from ABI which includes three breweries, Kerala, Pondicherry and Odisha along with the Foster’s brand.

The brand has been purchased on an outright ownership basis for India, in other words, KALS now owns Foster’s, it’s variants and all IP related properties for the territory of India. The acquisition fits very well into KALS premium growth vision and they believe that the brand is vibrant with high consumer brand recall.

Not long ago Foster’s was a Pan India brand that was well accepted and this belief has been reaffirmed by the consumers and market since its relaunch few weeks ago. KALS has also acquired a brewery in Rajasthan, formerly Mount Shivalik, with brand rights of Thunderbolt, Golden Peacock amongst others for the state of Rajasthan.

All these acquisitions have given KALS a combined brewing capacity of 3 Million HL, putting KALS as the largest standalone Indian brewer in the market.

Foster’s, the famous Australian beer, is an internationally-distributed brand of lager. It is owned by the international brewing group Asahi Group Holdings, and is brewed under licence in a number of countries, including its biggest market, the UK, where the European rights to the brand are owned by Heineken International.

KALS is in the process of rolling out Foster’s Nationally and as part of the process, the brand has been launched in Pondicherry, Odisha, Uttar Pradesh and Karnataka with plans to roll out in the other markets in the next few weeks.

In last 24 months KALS has created a solid foundation, especially in creating brewing capabilities across the country with five breweries located strategically making them the largest, stand-alone Indian brewing company.

According to spokesperson of the KALS group, the promotional strategy is currently a work in progress, and we are getting ready for the oncoming season. Plans are also afoot to launch a vodka brand which is a new segment for KALS.

KALS Distilleries and KALS Breweries was launched in one of the most backward districts of Tamil Nadu in the year 2010 and 2013 successively. Both these manufacturing units have become one of the largest players of alcoholic beverages to TASMAC, a Government run wholesale-cum-retail undertaking in Tamil Nadu. The products of KALS Distilleries and KALS Breweries have already made their imprints in the

States of Kerala and Puducherry and Karnataka.

KALS Breweries, a state-of-the-art and automated plant with its own dedicated system software, was set up with German know-how. It has also entered into a tie-up with VLB, Berlin for talent infusion and development of brewing. KALS also has exclusive manufacturing facility to produce canned beer is already installed and the products are being sent to Kerala, Puducherry and other states.

The Management of the KALS Group of Companies are particular about ensuring compliance with high standards of quality keeping the consumer preference in focus. Legal compliances are given top priority. KALS Distilleries and KALS Breweries are the first alcoholic beverage manufactories in Tamil Nadu to obtain clearance from the statutory Site Approval Committee.

This drive towards ensuring quality and satisfaction of consumer preference enabled IMFS and beer products of KALS to record the second largest sales in Tamil Nadu. KALS Group of Companies occupy the top few sales in terms of performance of alcoholic beverage products in Tamil Nadu all through the year. La Martine VSOP Premium Brandy and 1848 Premium XO Brandy are the premium segment products highly cherished and sought-after by consumers in Tamil Nadu. Kolt Extra Strong Beer, Black Pearl Triple Super Strong Beer and Sterren 7 Premium Quality Lager Beer are among the most popular beer products in Tamil Nadu. Both KALS Distilleries and KALS Breweries have a wide range of products serving all sections of society.

Air India Pee Gate, Review of in-flight Alcohol Service

The horrific incident of an inebriated passenger urinating on a fellow passenger in an Air India flight from New York to Delhi recently has shaken the world. The drunken passenger – Shankar Mishra – has been arrested, albeit after enormous media pressure, and the airline has been pulled up by the Directorate General of Civil Aviation (DGCA). Air India’s apology for not handling the incident properly and for being insensitive to the woman passenger, came a bit late and with the Air India Chief Executive Officer, Campbell Wilson adding that it would review the ‘policy on service of alcohol in flight’.

This was not just one incident. On December 6, 2022 on a Paris-New Delhi flight, a drunk passenger was caught smoking in the lavatory, ignoring the crew’s admonition. And another passenger allegedly relieved himself on a vacant seat and blanked of a fellow female passenger when she had gone to the lavatory. Disgusting, to say the least.

IATA says offenses often go unpunished

The International Air Transport Association (IATA) has said that there is growing concern from airlines, governments and passengers at the increasing frequency and severity of these incidents that involve violence against crew and other passengers, harassment and failure to comply with safety and public health instructions. Committed by a minority of passengers, unruly incidents have a disproportionate impact, threatening safety, disrupting other passengers and crew and causing delays and diversions. However, due to loopholes in existing international air law, such offenses often go unpunished.

One Too Many

IATA is also working with airports, duty-free retailers and other groups to ensure the responsible sales and marketing of alcohol to avoid unruly passenger incidents resulting from intoxication. In addition, IATA is participating in public awareness campaigns that encourage responsible consumption of alcohol before traveling by air such as the Fly Safely, Drink Responsibly in Norway and the One Too Many in the UK, IATA is also working with partners to highlight the types of prohibited conduct onboard flights and is supporting the #notonmyflight campaign launched by the European Union Aviation Safety Agency (EASA).

27% alcohol use, 24% smoking violations

IATA said that incidents involving unruly behaviour in airlines are on the rise. Alcohol use is involved in 27% of these cases while 24% cases related to noncompliance with smoking regulations. IATA said the solution seems obvious. “If too many airline passengers are abusing alcohol and acting violently, airlines can limit alcohol sale to solve the problem. However, airlines are looking for a regulatory fix, showing their reluctance to lose the alcohol sales profit despite the harm alcohol is causing.

IATA said that passengers using alcohol as an excuse to create havoc in airplanes is rising. To find a solution, several agencies which oversee in-flight regulations are working with commercial airlines. They are reviewing the current alcohol sale and consumption practices in airport bars as well as in-flight.

In the US, federal law prohibits flight crews from allowing “obviously intoxicated passengers” to board aircraft, and it doesn’t allow flight attendants to serve alcohol to anyone who appear intoxicated. Another regulation   prohibits passengers from “assaulting or intimidating” crew members and interfering with their duties. Doing so carries a fine of up to $35,000 and a prison sentence of up to 20 years.

No liquor on domestic Indian flights

On Indian domestic flights, no alcohol is served, but on international flights airlines do. This rule was implemented in 1994 after the Ministry of Civil Aviation received several complaints of flyers getting inebriated and misbehaving with the airline staff and other passengers.

Presently, Air India has a policy on serving liquor on international flights as per which a passenger can’t be served more than two drinks on a flight that is less than four hours. However, the amount of alcohol served differs from business, first and economy classes with the last mentioned just getting one drink, whereas getting more, but not unlimited.   

IndiGo which also operates on international routes serves alcohol on these routes and passengers can purchase on-board. However, consumption of liquor bought from Duty Free shops is prohibited on board.

Many airlines don’t serve alcohol

These are some of the airlines which do not serve liquor on flights – Air Arabia; Egyptair; Iran Air; Iraqi Airways, Kuwait Airways; Pakistan International Airlines,; Royal Brunei Airlines; and Saudia. Not all Middle Eastern airlines prohibit sale and consumption and the best example of service is Emirates Airline which has a lounge on board with the most exotic cocktails to be had at 40,000 feet.

One black sheep such as Shankar Mishra can mess up the entire inflight experience. Stricter punishments may be deterrent. Nevertheless, it is for the cabin crew to be trained, first in serving alcohol to passengers and secondly on dealing with unruly passengers, irrespective of whether the passenger is inebriated or not.  

AA says growing number of disturbing incidents

While the nation was aghast with such appalling incidents, Alcoholics Anonymous (AA), India reacted by saying it was not an uncommon incident. In a report which appeared in the Times of India, a frequent flyer and member of AA said “As soon as we heard of the in-flight incident, we thought he is one of us! This is something we have all done, either mistaking our puja rooms, bedrooms, balconies or neighbour’s doorstep for the lavatory. Our mothers, wives and sisters have cleaned up after us.”

AA explained “Just three-four pegs at lunch will not do much harm to a habitually hard drinker. It is possible that he availed of the free alcohol in the lounge as well,” the spokesperson said. AA does not resent airlines offering free or unlimited liquor though, by its same non-judgemental code.

The AA spokesperson explaining the possible scenario behind the November 26 mishap said, “It is possible the passenger was so sozzled he got up from his seat only at the last moment to relieve himself, was wobbly due to cabin pressure, already disoriented by too much drink. He may have failed to judge the distance to the washroom and committed the offence owing to a combination of these factors. But by no means do we defend him or condone the act”.

Dubai slashes 30% tax on Alcohol

What that means to an Indian Tourist or International Traveler?

In a landmark announcement, starting 1st January 2023 Dubai has scrapped their 30% municipality tax on all alcoholic beverages as well as the personal liquor licence fee. This means that alcohol will now be free-to-obtain for those eligible to legally purchase alcoholic beverages in Dubai.

A valid Emirates ID, or Passport for tourists, will still be required to apply for the same. But the reason why this is an important development, especially for travellers that flock Dubai from India, they can now enjoy buying alcohol at reduced rates at restaurants and also off the counter using their passports.

Most travellers from India or elsewhere aren’t always aware that they can buy alcohol from designated retailers or wine shops (as Indians know it) in Dubai using their passports if they are off legal age. And due to this lack of awareness, most travellers often leads for them to consume alcohol at restaurants, hotel bars, etc which often charge mark up of 4-5 times on alcohol.

Such instances were recently also observed during the FIFA World Cup as well when global tourists visited Dubai due to its close proximity to Qatar. But it is also obvious that Dubai is not only looking to make things easier for expats working in the country but also looking to become an even more attractive country for professionals and tourists for the future, especially with its Emirati neighbours like Saudi, Qatar, etc becoming more aggressive to attract professionals and tourists.

What is also important to note is that this ruling is currently being implemented on a trial basis for a period of one year with further decisions to make it permanent to be taken later.

Will alcohol be cheaper in restaurants and duty free though?

Although the taxes have been reduced, experts are unsure whether this tax break will be passed onto the consumer or not, especially in restaurants.

Tourists also expecting for the prices to reduce further at duty free will have to wait since there isn’t any clarity if this reduction on tax will prompt manufacturers to drive the prices lower further. If you thought that this tax break will make alcohol cheaper in duty free as well – then no – the liquor supplied in duty free is already without the taxes which means it will still continue to be at similar prices, although there are subsequent drivers that do allow distributors to drop prices further.

So if you are planning to visit Dubai in 2023 and enjoy the tipple, then things got more interesting for you.

Diageo India initiates removal of mono cartons of VAT 69, Black & White and Black Dog

In line with its initiative Society 2030: Spirit of Progress and its 10-year ESG action plan, Diageo India will be initiating a phased removal of mono cartons from its popular Scotch brands in India VAT 69, Black & White and Black Dog. Although there isn’t a clear timeline on when this removal is expected to commence, it includes Diageo’s global effort to be zero-waste to landfill from its own operations and offices by 2030.

The move comes following the announcement in May this year for the removal of mono cartons from its scotch portfolio brands globally, which included brands like Johnnie Walker Black Label, Johnnie Walker Red Label, Buchanan’s Blended Scotch Whisky and Bell’s Original Blended Scotch Whisky.

Although there isn’t a timeline on when the phased removal in India will commence, in May Diageo had stated that the removal of these mono cartons will allow the company to assess the response from the consumer, which if successful will be expanded to other brands as well in 2023.

What will the customer response be to this announcement in India remains to be seen, especially since standing out in a shelf space in a country like India is important, due to its stringent marketing policies. It will also be interesting to see if this move will prompt other manufacturers to follow a similar path.

Currently there isn’t any update yet if there will be any changes made to the packaging (we will update the article periodically), considering mono cartons play an important role in branding and packaging of the product. Also whether the removal of mono cartons is expected to affect the product pricing, also remains to be seen. Since manufacturers spend a considerable cost towards packaging their products, the cost is often passed onto the consumer.

Diageo believes that the phased removal will engage consumers to participate, contribute and promote a progressive move to a sustainable future and will result in saving 10,000 tonnes of paper and reducing 7,000 tonnes of carbon emissions annually.

ABD launches ‘ICONiQ White Whisky’ in Metaverse

Allied Blenders and Distillers (ABD), the domestic alcobev company, has launched of its new whisky “ICONiQ White” on the metaverse, before the offering becomes available in the market.

The brand has been launched first in ABD MetaBar – the organisation’s presence in the metaverse. The brand will subsequently be launched in the physical world in markets nationally.

ABD India forayed into the metaverse with ABD MetaBar, an immersive virtual reality space providing consumers and enthusiasts with a differentiated experience of product discovery. Optimised for both mobile and desktop usage, the MetaBar taps into the growing interest in the Metaverse especially the youth and their willingness to experiment with novel digital activations.

Shekhar Ramamurthy, Executive Deputy Chairman, ABD, said, “A core belief at ABD is to ‘Think Differently’. The launch of ICONiQ White in ABD MetaBar, ahead of its physical launch, gives consumers an opportunity to immerse with the brand before they experience it in stores. We believe this is the shape of things to come and ABD would like to lead that change.”

Bikram Basu, Chief Strategy and Marketing Officer, ABD, said, “ICONiQ White is a contemporary whisky for blend, packaging, and positioning. It will appeal to the young adult and plays in an affordable premium segment which has the largest pool of consumers today. We are here with something very special and here to win.”

Sohini Pani, Founder and Managing Director – River, said, “Crafting the communication mix for ‘ICONiQ White’ was a delightful experience. It all started with the name. ‘ICONiQ’ is bold and trendy, while ‘White’ is a surprising twist in the world of whisky. The visual space and the idea pitch the brand as a playful companion for fun-loving younger audiences. The icing on the cake was the opportunity for us to build ground-up the ABD MetaBar a few months ago and work towards the launch of Iconiq White on the platform.”