Valentine’s Day is ultimately about connection with a partner, with friends, or simply with yourself and nothing sets the mood quite like a beautifully crafted cocktail. Valentine’s Day deserves a drink that feels special. This curated collection of six cocktails brings together bold whiskies, elegant heritage spirits, and rich brandies, each recipe crafted to add depth, warmth, and a touch of romance to the celebration.
Breakfast Martini by Atelier V
Made with orange marmalade instead of vermouth, it brings a gentle sweetness and a fresh citrus lift that feels special.
Ingredients:
Gin – 45ml
Orange liqueur – 15ml
Fresh lemon juice – 10ml
Orange marmalade – 1tsp
Lemon wheel/small piece of toast for the garnish
Method:
Add gin, orange liqueur, lemon juice, and marmalade into a shaker with ice.
Shake well until chilled, and the marmalade is fully incorporated.
Double-strain into a chilled coupe glass.
Garnish with a lemon wheel or toast.
————-
When I Was Young! by Davana Vermouth Indica
When I Was Young! blends the comfort of Bournvita with the layered complexity of Davana Rosso and bourbon. It’s a Valentine’s Day cocktail that feels like a warm, unexpected throwback.
Ingredients:
Davana Rosso – 30ml
Bourbon – 30ml
Bournvita syrup – 10ml
Bitters – 4-5 dashes
Method:
In a mixing glass, combine Davana Rosso, bourbon, Bournvita syrup, and bitters.
Stir well for 8-9 rotations to chill and integrate.
Strain into a rocks glass over a block of ice.
—–
Strawberry Sparkling Wine by MONIN India
A refreshing and beautifully balanced sparkling cocktail that pairs MONIN Strawberry Syrup with the bright citrus notes of Curaçao Triple Sec, topped with chilled sparkling wine. Finished with fresh strawberries, it’s a classic Valentine’s drink.
Ingredients:
MONIN Strawberry Syrup – 10 ml
MONIN Curaçao Triple Sec Syrup – 10 ml
Chilled sparkling wine – 90-120 ml
Fresh strawberry – garnish
Method:
Add both MONIN syrups to a wine glass.
Top gently with chilled sparkling wine.
Stir lightly to combine.
Garnish with a fresh strawberry and serve immediately.
————–
Chocolate Negroni by Tulleeho
Not every Valentine’s drink needs to be pink or red. Here, the bright citrus edge of a standard Negroni gives way to the deeper, richer notes of cacao. The result? A smooth, yet complex cocktail perfect for slow-sipping that feels made for intimate conversations, late dinners, and sharing the moment with someone special.
Ingredients:
Gin – 30 ml
Sweet vermouth – 30 ml
Campari – 30 ml
Chocolate bitters – 2 dashes
Orange twist – for garnish
Method:
Add the gin, sweet vermouth, Campari, and chocolate bitters to a mixing glass filled with ice.
Stir gently for 20–30 seconds until well-chilled.
Strain over a large ice cube in a rocks glass.
Express the oils from an orange twist over the drink and use as garnish.
———
Red Velvet by Tulleeho
Red Velvet keeps it simple: ripe raspberry, a squeeze of lime and smooth vodka come together for a bright, fruit-forward sip that’s equal parts fresh and striking the kind of cocktail that instantly steals the spotlight at date night.
Ingredients:
Vodka – 45 ml
Raspberry puree – 30 ml
Lime juice – 15 ml
Sugar syrup – 10 ml
Rose petals – for garnish
Method:
Add the vodka, raspberry puree, lime juice, and sugar syrup to a cocktail shaker filled with ice.
Shake vigorously until well-chilled.
Strain into a chilled coupe glass.
Garnish with rose petals and serve.
————
Vieux Carre by Maya Pistola Agavepura
Not every Valentine’s cocktail needs to be sweet and shy. Some are bold and a little mysterious. The Vieux Carre is one such classic.
Made with Maya Pistola Agavepura’s Extra Añejo, this cocktail is a slow-burn romance in a glass: complex, elegant, and perfect for long conversations, dim lights, and a second round.
Ingredients:
Maya Pistola Agavepura Extra Añejo: 45 ml
Sweet vermouth: 20 ml
Dom Benedictine: 10 ml
Angostura Bitters
Peychaud’s Bitters
Maraschino cherry
Method:
Add ice to a mixing glass.
Pour in Pistola Extra Añejo, sweet vermouth, Dom Benedictine, and a dash of both bitters.
Stir gently to chill and dilute.
Strain into a chilled rocks glass over fresh
Garnish with a maraschino cherry.
———-
Scarlet Oasis by Monarch Legacy Edition
Juicy watermelon and pomegranate bring a soft, lush sweetness, sharpened with fresh lime and lifted with bubbles for a clean, balanced finish. It’s refreshing without being shy, indulgent without feeling heavy.
Ingredients:
Monarch – 45 ml
Watermelon & pomegranate shrub – 30 ml
(made from fresh watermelon juice, grenadine syrup, and apple cider vinegar)
Fresh lime juice – 15 ml
Soda – 60 ml
Watermelon slice – for garnish
Highball Glass
Ice
Method:
Add Monarch, the watermelon and pomegranate shrub, and lime juice to a shaker filled with ice.
Get ready to pour, taste and move. Tunes & Toniq by Ambrosia is an exclusive, ticketed cocktail experience set to take over Le Meridien Hotel, Gurgaon on 7th March 2026, from 5 PM onwards, promising an unforgettable evening of crafted cocktails, curated flavours, and electrifying music.
Designed for cocktail lovers and experiential seekers alike, Tunes & Toniq brings together the city’s finest bartenders, celebrated alcobev brands, and an immersive soundscape under one roof. The event invites guests to explore a vibrant world of flavours through curated tasting samples, innovative new concoctions, and reimagined classics, all in a high-energy, social setting.
From expertly curated drinks to interactive sessions with industry experts, the experience goes beyond just sipping cocktails. Guests will have the opportunity to engage with master mixologists, discover the stories behind iconic blends, and gain insider tips through a dedicated Cocktail Masterclass.
Adding to the sensory journey is a thoughtfully curated Food Pairing Experience curated by Le Meridien, where dishes are crafted to complement, contrast and elevate the flavours in every glass. As the evening progresses, live music and DJ sets take centre stage, creating a dynamic atmosphere that keeps the energy flowing well into the night.
Attendees can also look forward to winning exclusive brand merchandise and curated goodies, adding an extra layer of excitement to the experience.
Whether you’re a seasoned cocktail enthusiast or simply looking for a high-energy night out, Tunes & Toniq promises a sensory celebration of taste, sound, and social connection — available exclusively via District by Zomato.
The evening is brought to you by Ambrosia magazine with a heritage and legacy of 30 years in the industry.
It features engaging and insightful articles such as:
• India-European Union FTA Signed: Mother of All Deals • Indian Alcobev Market going the Premium way • @amrutmalt.global Expands Luxury Portfolio in North India with IGL Partnership • Why India Matters to HiteJinro (@hitejinrobeverage) Now and How Monika Alcobev fits into Jinro (@jinro_global) Soju’s plan jinro • @airindia unveils a refreshed beverage colection featuring celebrated wines and spirits from across the world • Johnnie Walker Blonde Lemonade (@johnniewalkerindia) sponsors Lollapalooza India (@lollaindia) 2026 • Maharashtra signs ₹500-crore Investment MoU with @carlsbergindia at Davos • Exclusive interviews with Heemanshu Ashar, Global Ambassador for Paul John Single Malt, Karishma Manga Bedi, Founder & CEO of Those Good Distillers and more.
Read 1 year of the e-magazine for FREE — register on www.ambrosiaindia.com
India-EU FTA Signed: Has the Game Officially Changed?
With the ink now dry on the India-EU Free Trade Agreement, the alcobev industry has crossed a threshold it has waited decades for. This is no longer a policy discussion or a negotiation headline-it is a structural reset for how India trades, consumes and thinks about wine and spirits. At the centre of the agreement lies a long-standing friction point: import duties. While the FTA does not open the floodgates overnight, it formally commits both sides to phased and predictable tariff reductions on wines and spirits from the European Union. That clarity alone is transformative. For the first time, global producers, Indian importers, and domestic players can plan with certainty rather than hope. While the detailed provisions of the agreement are awaited, the initially released agreement indicates that the proposed reduction in import tariffs from the current 150% to 75% across all EU spirits & wines categories from the entry into force of the agreement, is a clearly welcome development. The agreement further outlines that the tariffs will then be lowered to 40% for spirits and as low as 20% on wines in a phased approach. For European alcobev companies, India has officially moved from ‘high-potential but high-risk’ to strategic priority market. Reduced duties allow portfolios—not just prestige labels—to enter India meaningfully. Expect greater depth across categories: accessible Scotch and Irish whiskies, wider Cognac ranges, Champagne beyond celebration moments, and European wines that finally sit at dinner tables rather than behind glass cabinets. Indian producers, understandably, will feel the heat. But this deal is not a death knell for domestic brands—it is a reality check. Protectionism has limits, and Indian distillers have already shown they can compete on quality, narrative, and innovation. The FTA will accelerate a necessary shift: from surviving behind barriers to winning on merit. Wine may be the biggest long-term beneficiary. With duties easing, imported wines are likely to enter more realistic price brackets, fuelling everyday consumption and education. However, this could also possibly mean curtains for many Indian Wine producers. And that matters because wine builds culture before it builds volume—and India needs both. Of course, the agreement does not erase India’s internal complexities. State taxes, distribution bottlenecks, and regulatory fragmentation remain. But the FTA wasn’t designed to solve everything. It was designed to set direction. And the direction is clear. India has chosen integration over insulation. Europe has chosen engagement over hesitation. For the alcobev industry, this isn’t just a trade deal—it’s the moment the market officially grew up.
Indian duties on wines, currently at 150%, will be cut to 75% upon entry into force and gradually reduced further to 40%
EU and India already trade over €180 billion worth of goods and services annually
FTA to come into effect early 2027
Narendra Modi, Prime Minister of India
The India–European Union Free Trade Agreement (FTA) was formally concluded on January 27, 2026, marking what leaders on both sides described as a historic reset in economic relations between two of the world’s largest democratic economies. Prime Minister Narendra Modi confirmed the signing while addressing Indian Energy Week, calling it a “significant agreement” that has opened up “a lot of opportunities for 140 crore Indians and crores of Europeans.” The deal, he said, was already being discussed as the “mother of all deals”, underlining its scale and strategic importance.
Ursula von der Leyen, European Commission President
European Commission President Ursula von der Leyen echoed that sentiment, describing the agreement as a landmark in rules-based global trade. “The EU and India make history today, deepening the partnership between the world’s biggest democracies. We have created a free trade zone of 2 billion people, with both sides set to gain economically. We have sent a signal to the world that rules-based cooperation still delivers great outcomes,” she said. The agreement, she added, is only the beginning of a stronger and more comprehensive partnership. “We did it. We delivered the mother of all deals,” she emphasised.
Commerce and Industry Minister Piyush Goyal, who has steered India’s recent trade negotiations with several developed economies, was emphatic about the scale of the breakthrough. Having concluded trade agreements with the UAE, Australia, the UK, Oman, New Zealand, Mauritius and the four-nation European Free Trade Association (EFTA), Goyal described the India–EU pact as the most consequential yet. “I have done seven deals so far. All with developed economies. This one will be the mother of all,” he said during his recent visit to Brussels, where final negotiations were completed.
A Historic and Ambitious Agreement
The India–EU FTA is the largest trade deal ever concluded by either side and will come into effect early 2027. It eliminates or reduces tariffs on over 96 percent of EU goods exports to India and is expected to potentially double EU goods exports to India by 2032. The tariff reductions are estimated to save around €4 billion annually in duties on European products.
The agreement comes at a time of geopolitical uncertainty and shifting global supply chains. It strengthens economic and political ties between the world’s second and fourth largest economies, creating a free trade zone covering nearly 2 billion people. The EU and India already trade over €180 billion worth of goods and services annually. In 2024, the EU was India’s largest trading partner, accounting for €120 billion worth of goods trade—about 11.5% of India’s total trade. India, in turn, was the EU’s ninth-largest trading partner.
Trade in services has also grown rapidly, reaching €59.7 billion in 2023, nearly doubling from €30.4 billion in 2020. The FTA grants privileged access to the Indian market of 1.45 billion people, with an annual GDP of €3.4 trillion and projected growth above 6 percent, making it one of the fastest-growing large economies in the G20.
The agreement also significantly reduces agri-food tariffs. Indian duties on wines, currently at 150%, will be cut to 75% upon entry into force and gradually reduced further to as low as 20%.
SpirtsEUROPE and ISWAI welcome FTA
Sanjit Padhi, CEO, International Spirits & Wines Association of Indian (ISWAI)
The CEO, International Spirits & Wines Association of Indian (ISWAI), Sanjit Padhi said, “Following the successful conclusion of the IND-UK FTA, the India–EU FTA marks another significant milestone for the alcobev sector. This agreement not only deepens trade ties between India and the EU, but also fosters stronger collaboration and strategic partnership in the industry. It underscores the shared commitment to fair, balanced, and mutually beneficial trade that drives sustainable growth for both regions.”
On tariff reduction and mutually beneficial trade: “While the detailed provisions of the agreement are awaited, the initially released agreement indicates that the proposed reduction in import tariffs from the current 150% to 75% across all EU spirits & wines categories from the entry into force of the agreement, is a clearly welcome development. The agreement further outlines that the tariffs will then be lowered to 40% for spirits and as low as 20% on wines in a phased approach. Taken together, these measures under the India- EU FTA offer significant strategic benefits for both markets. India’s increasingly aspirational and discerning consumers will gain improved access to premium international brands at more accessible price points. This broader choice is expected to enhance the overall consumer experience, accelerate premiumisation within the alcobev sector, support growth in allied sectors such as tourism and hospitality, and contribute positively to state revenues.”
“A progressive FTA reinforces India’s position as a compelling investment destination and a growing export market for the alcobev sector. As the industry scales new heights, continued government support through tariff rationalisation and improved market access will be critical to sustaining growth momentum. The Indian alcobev industry is rapidly transitioning from a price-sensitive market to one driven by value creation and premiumisation, with Indian single malts leading this transformation and competing successfully with global benchmarks. The FTA will further enable Indian brands and Bottled-in-India products to access international markets, strengthen global partnerships, and truly advance the vision of ‘Make in India’ on the world stage.”
spiritsEUROPE calls it transformational deal
spiritsEUROPE has called the EU-India Free Trade Agreement (FTA), a transformational deal for the EU spirits sector that will significantly improve access to one of the world’s most important spirits markets.
Mark Titterington, spiritsEUROPE Director General
“This agreement is a real game changer for our sector,” said spiritsEUROPE Director General Mark Titterington. “Cutting tariffs from 150% to 40% will unlock long-term growth, create new jobs across the value chain, and give Indian consumers greater choice through a complementary, rather than competing, offering. The deal benefits both sides: a stronger EU presence will support market diversification, boost revenues, attract investment, and generate downstream employment in India, without displacing domestic production.”
India is the second-largest spirits market globally by volume, after China, and its consumers drink more spirits than beer or wine. While the market remains primarily whisky-driven, growing demand for quality, authenticity, and premium products means all EU spirits categories stand to gain.
Under the agreement, tariffs on EU spirits will be cut by half upon entry into force, followed by a gradual reduction to 40%. This represents a step change for the sector, building on a decade in which the value of EU spirits exports to India increased sixfold, despite historically high tariffs and regulatory barriers.
spiritsEUROPE also welcomes the creation of a dedicated EU-India Working Group on Wine and Spirits, which will allow both sides to deepen regulatory dialogue, enhance mutual understanding and address market access concerns.
“The EU-India FTA opens a new chapter for spirits trade,” Mark Titterington added. “We look forward to working closely with authorities on both sides to ensure swift implementation. This agreement demonstrates how strong partnerships and open trade can deliver tangible growth and benefits for both economies.”
Alcobev Sector in Focus
Among the sectors expected to see transformative impact is alcoholic beverages (alcobev), an area that has long been constrained by steep tariffs and regulatory complexity. Barring agriculture, the FTA covers technology, pharmaceuticals, automobiles, textiles, steel, petroleum products, electronics and the alcobev sector. For European wine and spirits producers, India represents one of the last major high-growth markets still guarded by triple-digit tariffs.
India currently imposes some of the highest import duties globally on alcoholic beverages. Basic customs duties on wines and spirits can reach 150 percent, before state excise duties, additional levies and distribution mark-ups are applied. These high tariffs have historically restricted volumes and confined imported products largely to affluent urban consumers.
Yet the Indian alcobev market is undergoing structural change. The industry is witnessing premiumisation, with consumers in metro and tier-one cities increasingly trading up from mass-market domestic brands to premium and imported labels. Rising disposable incomes, exposure to global lifestyles, growth of organised retail and e-commerce (where permitted), and a younger demographic are reshaping consumption patterns.
Imports of distilled spirits into India were valued at approximately $572 million in 2023, reflecting steady growth in demand for premium international brands. Trade data for FY 2023–24 shows India imported wines worth about $412.4 million from the EU and spirits and liqueurs valued at $22.3 million. In contrast, India’s exports to the EU in wines were around $1.5 million and spirits and mixed products approximately $64.9 million. The asymmetry highlights both the EU’s dominance in premium alcohol categories and the untapped export potential for Indian producers.
Globally, the EU exported nearly €29.8 billion worth of alcoholic beverages in 2024, with wine accounting for the largest share, followed by spirits and liqueurs. India currently accounts for only a small fraction of these exports, underscoring the headroom for expansion if tariff barriers are eased.
Trade Flow
Product Category
Value (Approximately)
India-EU Exports
Wines
USD 1.5 m
Spirits and Mixed Products
USD 64.9 m
EU-India Imports
Wines
USD 412.4 m
Spirits & Liqueur
USD 22.3 m
FY 2023–24 trade data Ministry of Commerce
Tariff Rationalisation and Market Access
Under the FTA, phased tariff reductions on wines and spirits are expected to improve price competitiveness for European brands. While final schedules will determine the pace and depth of liberalisation, even gradual reductions could significantly narrow price gaps between imported and domestic premium products.
European producers—including wine exporters from France, Italy and Spain and spirits companies from France, Ireland, Germany and the Netherlands — view the agreement as a pathway to expand beyond niche luxury segments into broader premium categories. Multinational companies such as Pernod Ricard, Diageo, Rémy Cointreau and Beam Suntory have consistently advocated for lower duties and greater regulatory clarity in India.
From the EU’s perspective, the agreement is not solely about tariff cuts. Industry stakeholders have long sought improvements in regulatory predictability, faster label approvals and clearer distribution norms across Indian states. Alcohol in India is regulated at the state level, leading to a patchwork of excise structures, registration requirements and marketing restrictions. Greater transparency and streamlined processes under the FTA framework could reduce compliance costs and encourage deeper market penetration.
Lessons from UK and Australia Agreements
India’s approach to alcohol liberalisation has been cautious and calibrated, as seen in its recent trade agreements. Under the India–Australia pact, duties on premium Australian wines were reduced significantly, leading to improved competitiveness without overwhelming domestic producers. The India–UK FTA included phased duty reductions on certain spirits but maintained a protective stance toward wines.
The India–EU FTA, given the EU’s global leadership in wine exports, is expected to be broader in scope. European negotiators have pushed for meaningful tariff reductions, while Indian industry bodies such as the Confederation of Indian Alcoholic Beverage Companies (CIABC) have advocated safeguards such as minimum import prices, strict rules of origin and anti-dumping protections. These measures aim to prevent under-invoicing and trans-shipment while ensuring domestic manufacturers are not destabilised.
Opportunities for Indian Producers
For Indian alcobev companies, the FTA presents both competitive pressure and strategic opportunity. Lower import duties could intensify competition in premium segments such as single malts, gins, brandies and boutique wines, where European brands enjoy strong heritage appeal. However, Indian producers have been steadily upgrading quality and brand positioning.
Indian single malts and craft gins have gained international recognition in recent years, winning awards in global competitions. Companies with export ambitions see the EU as an attractive destination, offering a sophisticated consumer base and established distribution networks. While EU tariffs on alcohol are relatively low, non-tariff barriers, branding challenges and limited market access have constrained Indian penetration. Stronger intellectual property protections and improved services access under the FTA could ease some of these hurdles.
The agreement’s provisions on IP protection are particularly relevant for premium spirits, where trademarks, geographical indications and brand identity are central to market success. Enhanced enforcement mechanisms could help both European and Indian producers safeguard their brands against counterfeiting and misuse.
Structural Transformation and Long-Term Impact
The timing of the FTA aligns with broader shifts in India’s alcobev landscape. Urbanisation, hospitality sector growth, premium retail expansion and rising tourism are all contributing to category development. A more open trade regime could stimulate investment in distribution, warehousing and marketing infrastructure.
At the same time, policymakers must balance revenue considerations. Alcohol taxation is a significant source of income for Indian states. Any tariff rationalisation must be calibrated to avoid fiscal disruption while promoting trade expansion.
Ultimately, the India–EU Free Trade Agreement has the potential to reshape the alcohol trade between the two regions. For European producers, it opens the door to one of the most promising long-term growth markets in the world. For Indian companies, it presents a dual challenge: compete more effectively at home while leveraging improved market access to expand abroad.
As the Indian wine market continues to mature, with growing interest in provenance, appellations, and category depth, Vinitaly returns with the second edition of the Vinitaly India Roadshow, beginning tomorrow in New Delhi. The international tour, created to promote Italian wine across key global markets, places India firmly within its long-term strategy.
The roadshow opens on 16 January at the Taj Palace, before moving to Taj Cidade de Goa on 18 January. Designed as a trade-focused platform, the initiative connects Italian wine producers directly with Indian importers, distributors, retailers, and hospitality professionals in a market that is steadily refining its wine knowledge and consumption patterns.
This year’s edition brings together 31 Italian wineries, representing a wide spectrum of regions and wine styles. Among the participants is the Consorzio Tutela Vini Valpolicella, signalling continued emphasis on recognised denominations alongside broader regional representation.
The 2026 roadshow is supported by institutional collaboration from the Italian Embassy, the Italian Consulate, and the ICE – Italian Trade Agency, reinforcing a coordinated effort to support Italian producers in overseas markets.
Education remains a central pillar of the programme. Two structured masterclasses in New Delhi, organised with ICE, are aimed at trade professionals seeking deeper insight into Italian wine. The sessions will include guided tastings of Prosecco styles, wines made from indigenous Italian grape varieties, and benchmark red wines that reflect regional character and shifts in winemaking approach.
Beyond tastings, the Vinitaly India Roadshow continues to serve as a focused networking platform, encouraging direct dialogue between Italian producers and Indian market operators. As it begins its 2026 India chapter, the roadshow underlines Italy’s sustained commitment to building informed partnerships and long-term presence in a market that continues to show measured but meaningful growth.
India’s alcoholic beverages sector moved through 2025 with steady demand and sharper value realisation. ICRA projected FY2025 volume growth at 4–5%, supported by easing input costs, while a later FY2026 update indicated revenue growth of 10–12% driven by higher realisations. Public estimates continue to place India’s drinks market near USD 60 billion.
State finances reinforced the sector’s importance. PRS Legislative Research highlights excise as a significant contributor to state revenues, with prohibition states as exceptions. Several states also accelerated digitisation and enforcement. Haryana’s rollout of QR-based track-and-trace systems, automated interest computation, and tighter compliance illustrates the administrative direction shaping operations nationwide.
Avneet Singh, Founder & CEO, Medusa Beverages
Yet operating reality remained state-defined. Entry timelines, label registrations, wholesale structures, retail formats, and duty resets vary widely, pushing brands to plan with state granularity rather than national uniformity. Avneet Singh, Founder & CEO, Medusa Beverages, notes, “Taxes can be 60–80% of the final retail price depending on the state,” adding that excise changes shape pricing and supply planning.
Hasan Bakhtawar, COO – Cased Business, Angus Dundee India
Hasan Bakhtawar, COO – Cased Business, Angus Dundee India, frames it as executional load: “Each state has its own unique regulations, permit requirements, and compliance processes,” with limited flexibility once excise terms are set.
For newer brands, uncertainty compounds the challenge. Rakshay Dhariwal, Founder & MD, Maya Pistola Agavepura, says, “The real challenge isn’t the variation itself, it’s the unpredictability.”
Abhinav Jindal, CEO & Founder, BeeYoung Beer
Abhinav Jindal, CEO & Founder, BeeYoung Beer, calls regulatory volatility “the most material risk to long-term capital deployment.” Sharad Tibarewala, Brand Owner, MCKT Beverages, maintains that provenance and heritage offer stability even when policy varies.
Sharad Tibarewala, Brand Owner, MCKT Beverages
Despite friction, consumption patterns strengthened. Singh points to “quality-over-quantity drinking,” estimating 20–25% growth in premium beer, alongside rising mid-ABV and draught demand. Jindal describes a shift from volume-led to value-led consumption, while Tibarewala links premiumisation to identity and craftsmanship, anchoring Khukri Rum’s positioning in Himalayan provenance.
“The mid-range segment followed a separate logic. Sanaya Dahanukar, Marketing Manager, Tilaknagar Industries Ltd., attributes 2025’s momentum to ‘disciplined price-tiering and price-laddering,’ driven by strong brandy familiarity in the South and a whisky strategy designed to guide consumers across price points. Hasan Bakhtawar adds that mid-price growth is being supported by value-seeking behaviour anchored in trusted regional brands.”
Portfolio strategy grew more disciplined. Excise slabs compress price bands, forcing brands into narrow MRP clusters. State-wise SKU pruning, excise-year timing, and distributor economics now dictate leaner, market-specific assortments. Many brands defer launches to avoid partial-year exposure, prioritising fewer, better-timed entries.
Innovation in 2025 favoured defensible ideas. Jindal calls this “disciplined innovation,” while Singh highlights launches sustained by story and visual identity in a restricted advertising environment. Dhariwal and Gadvi link packaging to meaning, usability, and education, especially for younger consumers.
Looking ahead, 2026 will hinge on predictability. While premium, craft, and low-ABV segments gain traction, fragmented excise architecture remains the sector’s defining constraint. Brands entering the next cycle with disciplined portfolios, operational readiness, and clear brand meaning are best placed to convert demand into durable growth.
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As the year draws to a close, here’s a curated line-up of versatile cocktails made for celebrations that stretch well past midnight. Thoughtfully crafted and full of character, these drinks go far beyond simply popping open a bottle, perfect for ringing in the New Year in style.
The Oasis by Godawan Artisanal Single Malt
A slow, contemplative cocktail that leans into ritual and terroir, The Oasis brings together Godawan 01 PX Sherry Cask and coffee-infused vermouth, rested gently in clay to absorb the earthiness of desert winds. Rich, aromatic, and quietly complex, it’s a grounded, meditative sip to ease into the New Year.
Ingredients
Godawan 01 Rich & Rounded – 50ml
Coffee-infused sweet vermouth – 15ml
Aromatic bitters – 2 dashes
Method
Combine all ingredients and rest the mixture in a clay pot for 6–8 hours.
Stir gently before serving.
—–
Pistola Paloma by Maya Pistola Agavepura
Bright, effervescent, and effortlessly celebratory, the Pistola Paloma is made for New Year toasts that call for freshness over fuss. Built on Pistola Joven’s smooth yet vibrant agave character, this cocktail brings together zesty grapefruit, sharp lime, and a gentle sparkle—perfect for easing into the year ahead with a citrus-led kick.
The Golden Hour by Monarch Legacy Edition x Bartisans
Golden Hour is your go-to for effortless at-home cocktails this New Year. Created in collaboration by Bartisans and Monarch Legacy Edition, this non-alcoholic festive mixer features notes of rose, saffron, and cardamom, designed to pair seamlessly with Monarch’s pure grape brandy. Together, they create a simple and celebratory cocktail to enjoy as the New Year begins
Ingredients:
Monarch Legacy Edition Brandy – 60 ml
Bartisans Golden Hour Mixer – 90 ml
Ice
Method:
Add Monarch and Golden Hour mixer into a shaker or mixing glass with ice.
Shake or stir to chill and blend.
Strain into a glass over fresh ice.
Garnish with a light dusting of cinnamon or a dried rose petal.
——
Vanilla Old Fashioned by MONIN
A smooth, refined twist on a classic. MONIN’s Vanilla Syrup adds a soft sweetness that complements the warmth of bourbon, creating an elegant slow-sipper ideal for ending the feast on a high note.
Ingredients:
MONIN Vanilla Syrup – 10ml
Bourbon whiskey – 60ml
Bitters – a few drops
Ice cubes
Orange slice
Method:
Add vanilla syrup and bourbon to a glass.
Add bitters and ice, then stir gently.
Garnish with orange slice.
——
Golden Ember Sour by Tulleeho
Built on bourbon, honey, and ginger, the Golden Ember Sour balances warmth with brightness. Lemon cuts through the richness, while the silky foam brings everything together, making it an easy, elegant choice for ringing in the New Year.
Ingredients:
Vodka – 50 ml
Lychee juice (fresh or canned) – 30 ml
Elderflower syrup – 10 ml
Fresh lemon juice – 10 ml
Rose water – 2 drops
Method:
Add bourbon, lemon juice, honey syrup, ginger syrup, and egg white to a cocktail shaker (no ice).
Dry shake vigorously for 15-20 seconds to emulsify the egg white.
Add ice to the shaker and shake hard for another 10-15 seconds.
Fine strain into a chilled coupe glass.
Dash the Angostura bitters on top of the foam.
Garnish with an edible gold leaf or pinch of edible gold dust sprinkled on the foam or a dehydrated lemon wheel placed on the rim.
——
Frosted Lychee Martini byTulleeho
Designed for the moment the clock strikes twelve, the Frosted Lychee Martini is light, aromatic, and precise. Lychee and elderflower add gentle sweetness, balanced by lemon and a clean vodka base that keeps things fresh as the night moves forward.
Ingredients:
Vodka – 50 ml
Lychee juice (fresh or canned) – 30 ml
Elderflower syrup (such as St-Germain or homemade) – 10 ml
Fresh lemon juice – 10 ml
Rose water – 2 drops
Method:
Chill the martini glass in the freezer.
Add vodka, lychee juice, elderflower syrup, lemon juice, and rose water to a cocktail shaker filled with ice.
Shake vigorously for 10-15 seconds until well-chilled.
Fine strain into the chilled martini glass.
Garnish with a fresh lychee stuffed with a raspberry on a cocktail pick, lightly frosted sugar rim, and optional mist of edible rose water.
————
Savour Me Classic by Davana Vermouth Indica
Ring in the New Year with this savoury cocktail that balances the herbal sweetness of Davana Rosso with a kick from chilli tincture.
Ingredients:
Davana Rosso – 45ml
Tomato water – 60ml
Chilli tincture – 3-4 dashes
Citric acid – to balance
Method:
In a mixing glass, add all the ingredients.
Stir and strain into a glass with block ice and garnish the drink with edible tomato leather
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Bee’s Knees by Vedant Newatia, Founder and Head Chef, Atelier V
Bright, zesty, and effortlessly smooth—the Bee’s Knees is sunshine in a glass. A classic Prohibition-era cocktail that hits the sweet spot between citrusy freshness and botanical gin notes, mellowed by a touch of honey. One sip, and it’s pure golden hour magic.
Ingredients:
Dry gin – 60ml
Honey syrup – 2tsp
Fresh lemon juice – 30ml
Fresh orange juice – 30ml
Method:
Stir the honey syrup with lemon and orange juices until fully dissolved.
The December 2025 issue of Ambrosia Magazine is here!
It features engaging and insightful articles such as:
• INDSPIRIT 2026 • What to expect in 2026 • Updates on the MML vs ISWAI case • Pernod Ricard: India’s bet on repertoire drinking • India’s alcohol economy in 2025: Scale, state power, and structural friction • Court allows PLL holders to register labels, pending final order • Exclusive interviews with Pernod Ricard and Bacardi, and many more
As 2026 Beckons: Reading the Signals of a Changing Alcobev India
INDSPIRIT 2026 and Tunes & Tonic Announced
If the final month of this year is anything to go by, 2026 promises to arrive with more than just optimism — it comes with momentum. The year gone by has been anything but quiet for India’s alcobev industry. From the Maharashtra government’s face-off with ISWAI to intense conversations around state control, taxation, and regulatory balance, 2025 has underlined how scale, state power, and structural friction continue to define this business. Yet, amid these challenges, the industry has also demonstrated resilience, adaptability, and an unmistakable appetite for growth.
Throughout the year, Ambrosia has stayed at the forefront of these developments — tracking policy shifts, decoding consumer behaviour, and spotlighting growth stories that make India’s alcobev landscape one of the most dynamic in the world. It is an industry shaped as much by regulation as it is by aspiration, and one that continues to evolve at a pace few global markets can match.
And speaking of consumer behaviour, 2026 will also mark the 21st edition of INDSPIRIT 2026, alongside the debut of Tunes & Tonic, a new consumer-facing experience set to take place in Gurugram on 6–7 March 2026. Together, these events promise to be bigger, bolder, and more immersive — celebrating the industry’s achievements while creating an energetic, music-led atmosphere that resonates with today’s experience-driven consumer.
In this issue, we continue that focus. Our editorial lens turns firmly toward the year ahead, unpacking insights that help decode where the Indian consumer is headed in 2026. From changing drinking occasions and premiumisation to the growing influence of moderation, mixers, and experience-led consumption, these stories are designed to help brands, distributors, and industry stakeholders plan better — whether that means sharper portfolios, smarter strategies, or more meaningful consumer engagement.
For those looking to understand the year that was, our feature India’s Alcohol Economy in 2025 offers a comprehensive snapshot of the forces that shaped consumption, regulation, and market sentiment. Built on perspectives from industry leaders, the article captures both the pressures and possibilities that defined the past year.
Equally compelling are our conversations with Jean Touboul, CEO of Pernod Ricard India, and Inderjit Singh Dhingra of Bacardi. Their insights shed light on how consumer preferences are shifting, how brands are responding, and what trends are likely to shape portfolios and conversations in the year ahead.
As the industry steps into a new year, one thing is clear — 2026 will reward those who listen closely to the market, adapt swiftly to change, and remain committed to quality and relevance. The challenges are real, but so are the opportunities. At Ambrosia, our endeavour remains unchanged: to inform, to question, and to provide clarity in a fast-evolving landscape. As the next chapter unfolds, we look forward to chronicling an industry that continues to redefine itself — one decision, one policy, and one drink at a time.
Moving beyond consumption to custodianship, and from the bottle to the barrel
Whisky is no longer viewed solely as a drink to be enjoyed in the glass. Over the past decade, it has steadily emerged as an alternative asset class, with whisky cask ownership gaining traction among collectors and long-term investors worldwide. Unlike bottled whisky, which is static once released, a cask is a living asset, one that matures year after year, gaining complexity, character and scarcity over time. This quiet evolution has drawn growing interest from investors seeking assets shaped by patience rather than volatility.
As global demand for premium and aged whisky or whiskey (as the Irish and Americans spell) shifts eastward, Asia has become central to this transformation. While traditional hubs such as Scotland and Ireland remain the custodians of production and ageing, participation is increasingly international. Southeast Asia has established itself as a regional trading and storage hub, while South Asia, particularly India, is beginning to engage with whisky not just as a consumer market, but as a participant in the upstream economics of maturation and long-term investment opportunity.
It is within this context that Marrowbone Lane Irish Whiskey (MLIW) positions itself, rooted in heritage, guided by restraint, and aligned with the long arc of whisky itself.
A Peek into Dublin’s Distilling Past
Marrowbone Lane is one of the oldest streets in Dublin’s historic Liberties district, an area whose origins stretch back to the 17th century. For generations, the Liberties served as an epicentre of skilled trades, housing coopers, brewers, merchants and distillers who formed the backbone of Ireland’s whiskey economy.
By the late 19th century, this compact neighbourhood was home to some of the world’s largest distilleries and exported more whiskey globally than Scotland. Though the industrial landscape has changed, the legacy of craftsmanship and resilience remains etched into the cobbled streets and historic warehouses of Dublin 8. Marrowbone Lane Irish Whiskey takes its name from this lineage, not as a stylistic flourish, but as a statement of values.
Premium Whiskey Stocks
Marrowbone Lane Irish Whiskey draws its identity from the people and practices that shaped Ireland’s whiskey reputation long before its modern revival. Rather than pursuing high-volume production, the Ireland-linked, UK-based house focuses on the long-term stewardship of premium whiskey stocks.
Working exclusively with licensed distilleries and bonded warehouses in Ireland and Scotland, the emphasis is clear: patience over pace, provenance over promotion. The approach reflects a belief that whiskey rewards time, discipline and transparency, principles increasingly important as interest in cask ownership expands globally.
Founder and Senior Partner Professor Vijay Edward Pereira has consistently underscored that whiskey cask ownership should be approached as a long-term commitment rather than a speculative trade. Value, he notes, is created through maturation, responsible warehousing and careful asset management, not quick exits or inflated expectations.
Opening the Cask Door for India
Marrowbone Lane occupies a distinctive position in India’s evolving whisky landscape. “It is the first company to formally enable Indian participants to legally own maturing whiskey casks stored in duty-suspended bonded warehouses in Ireland and Scotland, a category traditionally limited to distillers, bottlers and institutional buyers in Europe,” states Gora Mukherjee who is joining in January as Global Director – Commercial of Marrowbone Lane Irish Whiskey.
Through structured offerings, participants gain access to properly documented, regulated cask ownership aligned with international best practices. This marks a fundamental shift in how Indian consumers engage with whisky, moving beyond consumption to custodianship, and from the bottle to the barrel. The model introduces governance, traceability and education into a space that has historically lacked clarity, positioning cask ownership as a long-term engagement rather than a transactional product.
Irish Whiskey, One of the fastest-growing spirits
Irish whiskey is among the fastest-growing spirits categories globally, supported by premiumisation, a younger and more globally exposed consumer base, and rising interest in aged expressions. India, in particular, has emerged as a high-potential market, not only driving consumption but increasingly influencing upstream demand for maturing stocks held in Ireland.
This growth has shifted attention from retail shelves to distilling capacity, bonded warehousing and long-ageing inventories, reinforcing the strategic importance of cask management and long-term planning.
Cask Ownership
At its core, whisky cask ownership involves holding new-make spirit or maturing whisky in oak barrels within licensed bonded warehouses. Over time, interaction between spirit, wood and environment enhances flavour, while evaporation, the “angel’s share”, steadily reduces volume, increasing scarcity.
Each cask is a tangible, regulated asset, valued on factors such as distillery provenance, age, cask type, alcohol strength, expected yield and global demand. Entry points for Indian participants are designed to be relatively accessible by international standards, lowering barriers to a category traditionally perceived as exclusive.
An Alternative Asset
Internationally, whisky casks are often discussed alongside other alternative assets such as fine wine, art and classic automobiles. Historical performance has shown steady appreciation driven by maturation and limited aged stocks. However, experts caution that returns are not guaranteed. Liquidity is limited, holding periods are long, and ownership should not be equated with regulated financial products.
Mike Ward, Founding Partner at Marrowbone Lane Irish Whiskey, reinforces this disciplined outlook. “Irish and Scotch whiskey earned their reputations over centuries, not seasons. If a whiskey is worth making, it is worth waiting for,” he says.
A Category Defined by Time
As global whisky demand continues to rise, the conversation is evolving, from labels and launches to the quieter economics of ageing, bonded storage and stewardship. For Marrowbone Lane Irish Whiskey, opening cask ownership to Indian participants is not about speed or scale, but about building the category responsibly. In a world driven by immediacy, whisky remains an exception shaped not by urgency, but by time.
Bengaluru’s nightlife has never lacked imagination. Pubs are history, lounge bars are passe, microbreweries continue to vibe and now it’s the BYOB (bring your own booze or bottle, as you please) trend that’s making all the noise on social media. The city has long been India’s test lab for new drinking formats. Yet, the launch of ‘Pregame’ in Koramangala, a veritable waterhole, has added a fresh twist to that narrative, a hybrid concept that’s part liquor store, part bar, part restaurant, and entirely tuned into the city’s evolving drinking habits.
At first glance, ‘Pregame’ might look like another upbeat watering hole, neon signage, a buzzy crowd, a quick-serve menu, and loud playlists. But what sets it apart is its simple, subversive idea, “Bring your bottle, we’ll bring the vibe.” Customers can pick up a bottle from the liquor store on the ground floor or carry one they already own, and the venue takes care of the rest, the mixers, the glassware, the ice, the food, and the music. There is a minimal 9 per cent glassware and corkage fee.
Pregame founder S. Jagadish has created this space where people can shop, taste and experience the brands they prefer in a cool ambience and at prices that are so so reasonable. It is a go between a liquor shop and a pub, when it comes to pricing and experience.
It’s Bangalore’s newest “BYOB” (Bring Your Own Bottle) venue, but with a professional twist, legal, licensed, and curated for a safe, social, and Instagram-ready experience. And that’s precisely why it’s become a talking point across the city’s F&B circles.
Addressing a pain point
“We wanted to create a space that’s easy, social, and affordable,” adds Jagdish who describes Pregame as “an answer to the pre-drink dilemma.”
It’s a relatable pain point. In a city with soaring alcohol taxes and premium bar mark-ups, a night out can easily turn into a wallet-drainer. Many prefer gathering at home for a few drinks before heading to clubs later, hence the term “Pregame”. The founders simply turned that ritual into a business model.
At Pregame, guests can buy their bottle, pay a modest service fee, and enjoy the comforts of a bar without the inflated drink prices. The food menu is designed around the concept—shareable bar bites, skewers, sliders, and spicy chakhna. Add a DJ, community tables, and dim lighting, and you have a format that bridges the gap between home drinking and nightlife.
Bangalore’s Shifting Spirits Culture
The emergence of Pregame also signals a larger shift in the city’s drinking culture. Bangalore’s consumers, especially the 25–40 age group, are increasingly discerning about what they drink, how they drink it, and where.
Over the past five years, the city has seen a wave of premiumisation, the rise of craft gins, small-batch whiskies, and local rum brands. Artisanal spirits like Greater Than, Tamras, Samsara, and Short Story are now fixtures on retail shelves. Importantly, consumers are not just trading up, they’re also seeking control and creativity in their drinking experiences.
People are willing to pay for quality, but they also want flexibility. “The BYOB bar model like Pregame gives them both, they bring their own bottle, but still get the ambience and service of a bar. It’s clever and consumer-first.”
The BYOB concept is hardly new, but in India, it’s been a regulatory grey zone, with varying rules on liquor consumption in semi-commercial premises. Yet, states like Karnataka have slowly opened up to formats that blend retail and hospitality, provided they follow the correct licensing framework.
For Pregame, that’s where the innovation lies. The venue holds a retail licence, allowing the sale of alcohol to customers, and a separate dining space that offers the food and mixers. The result is a compliant, safe, and profitable middle-ground.
It’s not just about convenience. The social format itself has strong psychological appeal, shared ownership of the night. You bring your bottle, your friends bring theirs, and the venue turns it into a party. It makes the evening feel participatory rather than transactional.
This is also aligned with broader global trends. From London’s bottle clubs to New York’s mix-at-table lounges, post-pandemic nightlife has evolved toward personalisation and smaller, curated experiences rather than large-format drinking.
Changing Palates, Changing Playlists
Step into Pregame on a Friday evening, and you can sense the city’s evolving taste profile. The crowd isn’t ordering plain rum-and-coke anymore. Instead, they’re requesting tonics, ginger ales, low-sugar mixers, and even soda infusions with herbs or fruit. The cocktail menu focuses on refreshing spritzes, quick mixers, and easy pours that complement the BYOB ethos.
It reflects how Bengaluru’s drinkers have matured. The city’s residents, a mix of tech professionals, expats, and students, are increasingly health-conscious and mindful about consumption. The focus is less on quantity and more on quality and experience.
Low-alcohol and no-alcohol beverages are also making their way onto menus. Kombucha cocktails, flavoured sodas, and non-alcoholic G&Ts are regulars. This mirrors a larger urban trend—moderation as a lifestyle choice, not a compromise.
Experience is the Key
Another key reason behind Pregame’s buzz is its value proposition. With cocktail prices in premium bars often crossing ₹800–1,000, Pregame taps into a segment that seeks affordability without sacrificing atmosphere.
“Bangalore’s nightlife used to be binary, either dive bar or fine cocktail lounge,” says hospitality consultant Pranav Bhat. “Now, venues like Pregame sit neatly in the middle. They’re social, safe, and stylish, but they don’t intimidate you with luxury pricing.”
And that’s the sweet spot for Gen Z and millennial consumers. They’re drinking less, but better. They’re brand-aware, social-media-savvy, and eager to explore homegrown spirits. They prefer venues that feel authentic, communal, and experience-driven.
The timing couldn’t be better. Karnataka remains one of India’s largest alcohol-consuming state, and Bengaluru is its most lucrative market. Post-COVID, liquor retail sales in the city have surged, and premium spirits have seen double-digit growth.
This has also led to experimentation in how alcohol is retailed and served. Liquor boutiques with tasting counters, in-store mixology demos, and restaurant-linked stores are beginning to appear. The government’s push to formalise retail through better licensing has opened space for such innovation.
Industry analysts see formats like Pregame as part of a wider trend—the blending of retail, entertainment, and lifestyle. What used to be three separate industries are now converging.
If this experiment succeeds, it could redefine what a “bar” means in India’s metros. Not every social drinker wants a club or an expensive cocktail den. Some just want a table, their own bottle, good food, and better company, and that’s precisely the space Pregame is betting on.
In a city that loves its craft beer and boutique gins, the next phase of evolution might not be about what’s in the glass, but where and how that glass is raised.
