• ISAWI takes Maharashtra to court over policy discrimination and tax hike
• Can American whiskey muscle into a Scotch-loyal market?
• Telangana government silence on unpaid dues to alcobev companies, crisis deepens
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Stars are lining up
What began with Sanjay Dutt entering the alcobev industry with The Glenwalk Blended Scotch has quickly escalated into a full-throttle wave of Bollywood stars and cricketers stepping into the space. In recent months, Ranveer Singh, Badshah and Rana Dagabuthi have also expanded their entrepreneurial pursuits, launching beverages crafted around their favourite tipples with Vivek Oberoi and Yuvraj Singh set to enter the market as well.
But even as Bollywood’s big names make their presence felt, the homegrown market is undergoing its own transition. With an increasing number of States pushing to promote local products, ISWAI has taken the Maharashtra Government to court over its recently introduced Maharashtra Made Liquor (MML) over Policy Discrimination and Tax Hike. We’ve covered the issue in depth in this edition, outlining the petition, its implications, and the industry’s major pain points. Meanwhile, as both international and domestic players navigate challenges in Maharashtra, the Scotch Whisky Association (SWA) is optimistic. The India–UK FTA promises a tariff reduction on Scotch imports to 75% starting 2026. In an exclusive conversation with Mark Kent, Chief Executive of the SWA, we explore the opportunities unlocked by this landmark agreement and what it could mean for the industry’s future. And while Scotch continues to dominate India’s whisky landscape, Bourbons and American spirits are gearing up for a stronger push into the market. Though they don’t yet enjoy the popularity of Scotch, DISCUS CEO Chris Swonger hopes to change that trajectory in the coming years. Tasked with championing American spirits globally, he tells us why it’s time for India to “Set Whiskey Free”.
Despite India being a high-priority market for nearly every global manufacturer, worldwide consumption volumes have dipped by 1% – a decline largely driven by the US and China. We’ve analysed this trend in a detailed report within this issue. All in all, this edition brings you a sharp, well-rounded and insightful look into the alcobev world – packed with developments, perspectives, and data that matter.
For decades, India’s whisky shelves have been defined by two towering forces, the global prestige of Scotch, and the deep cultural entrenchment of Indian-Made Foreign Liquor (IMFL), particularly molasses-based blends that dominate both volume and price. Now, a new challenger is attempting to elbow its way into this complex landscape and that is American bourbon whiskey.
Once a niche curiosity in India, bourbon is suddenly gaining visibility in premium bars, luxury retail, cocktail menus and pop-ups and riding into the country backed by some of the biggest names in U.S. spirits. Kentucky wants a piece of the world’s fastest-growing major spirits market. And it is making slow but steady inroads.
The momentum has been building for months. Visits by American distillers, trade delegations showcasing heritage brands, and the arrival of flagship labels like Buffalo Trace, Jack Daniel’s variants, Woodford Reserve, Maker’s Mark, Wild Turkey and Four Roses all point to a coordinated attempt to increase bourbon’s share in India’s premium and super-premium whisky categories. But as seductive as the vanilla-oak sweetness of a Kentucky straight bourbon may be, India is not an easy market which is dominated by consumer habits, pricing and tradition, besides, the entrenched Scotch loyalty.
A Market Too Big to Ignore
India today is the world’s largest whisky-drinking nation, and also one of the most price-sensitive. While IMFL blends make up over 95% of whisky volumes, the premiumisation wave of the past decade has changed the shape of demand. Consumers aged 25–45, urban, aspirational and globally exposed are tasting more imported spirits than ever before, and whisky curiosities like rye, Japanese blends and American craft bourbons are beginning to take shape.
For American distillers staring at plateauing growth in mature Western markets, India is irresistible. The premium whisky segment is projected to grow at double-digit CAGR through 2030, according to industry trackers. The removal of certain trade bottlenecks and the ongoing U.S–India trade dialogues have further encouraged bourbon makers to invest in brand-building.
India in February this year agreed to reduce tariffs on bourbon imports from 150% to 100%, potentially boosting access to the world’s largest whiskey market where American whiskey exports currently reach just $8.8 million annually. India has historically been just the 23rd largest export destination for American whiskey.
Chris Swonger, president & CEO, Distilled Spirits Council, United States
The tariff reduction represents a significant shift in India’s approach to American whiskey imports. Chris Swonger, president and CEO of the Distilled Spirits Council of the United States, called it “a significant accomplishment” that opens opportunities in the world’s largest whiskey market.
India has a deep affinity for whisky. Consumers are whisky-literate, status-driven in their alcohol choices and increasingly adventurous. This is the perfect testing ground for bourbon’s globally rising cool factor, its American energy, its cocktail versatility, and its flavour-forward profile.
The Scotch Stronghold
American bourbon enters India knowing it must first battle Scotch, which commands unmatched prestige, heritage and emotional attachment. Scotch whisky isn’t merely a drink here; it is a status symbol, a gifting trend, and of sophistication. The long arc of brands like Johnnie Walker, Chivas, Glenfiddich and The Glenlivet has entrenched Scotch as the aspirational upgrade from IMFL.
Even as India’s younger consumers explore craft spirits, they respect age statements, distillery stories, terroir and Single Malt legacy, all Scotch strengths. The messages of “150 years of tradition”, “Highlands purity”, or “aged 12 years in oak casks” carry powerful messaging. Bourbon, by contrast, is sometimes perceived as sweeter, less serious, or cocktail-centric, a perception U.S. distillers must educate to overturn.
Scotch also benefits from early-mover advantage, decades of nationwide distribution, established relationships with state corporations, and robust marketing investments. The brand-building groundwork is deep. Any bourbon brand entering India faces a steep climb to catch up. In figures, India’s Scotch Whisky market was valued at USD 3.8 Billion in 2024 and is expected to reach USD 6.8 Billion by 2033, at a CAGR of 6.3% during the forecast period 2024–2033.
IMFL’s Price Positioning
If Scotch is the psychological competitor, IMFL is the economic one. Indian molasses-based whisky blends dominate the market because they are dramatically cheaper, widely available, locally manufactured, and tax-advantaged. The average Indian whisky drinker still buys in the ₹400–₹1,000 band, a range bourbon simply cannot match due to import duties that can exceed 150% by the time a bottle hits shelves.
Even premium Indian Single Malt offerings, like Amrut, Paul John’s entry expressions, or homegrown malt blends, are priced to undercut imports. For many consumers, bourbon therefore becomes an occasional indulgence, not a weekly staple. In value-driven markets like Maharashtra, UP, Karnataka and Telangana, IMFL’s lead remains unshakeable.
This price barrier is why bourbon’s India play is, for now, almost entirely focused on the top 10% of consumers, affluent urban buyers who don’t mind paying ₹3,000–₹8,000 for a bottle, and cocktail-bar patrons who are willing to explore American whiskey in Old Fashioneds or Manhattans.
What Makes Bourbon Bourbon?
If bourbon is to carve out meaningful mindshare, it must first educate India on what makes it unique. Bourbon is not just another whisky. It carries a strict legal definition, and those rules shape its flavour profile in ways that distinguish it sharply from Scotch.
Made in the United States
While it is often associated with Kentucky, bourbon can legally be made anywhere in the U.S., though 95% of all bourbon comes from Kentucky.
At Least 51% Corn in the Mash Bill
Corn gives bourbon its trademark sweetness, roundness and caramel-vanilla warmth, a stark contrast to Scotch’s barley-led dryness.
Aged in New Charred American Oak
Unlike Scotch, which is typically aged in used barrels — many from the bourbon industry itself, bourbon must use brand new charred oak barrels. This imparts notes of toasted coconut and baking spices; richer caramelisation; deeper amber colour; and intensified wood sugars. For Indian palates accustomed to sweeter, smoother profiles, these flavours can actually be an asset.
No Additives Allowed
American law prohibits colouring or flavouring in bourbon. Scotch allows E150a caramel colouring; Indian whisky allows far more flexibility. Bourbon’s purity is a strong sell for authenticity-driven consumers.
“Straight Bourbon” Means Minimum Two Years
If it’s labelled “Straight Bourbon”, it has been aged for at least two years, but most premium bourbons spend 4–12 years quietly maturing. Together, these features give bourbon its recognisable sensory fingerprint: vanilla, honey, butterscotch, toasted oak, cinnamon, toffee, and sometimes a floral corn sweetness.
For India, where softer and slightly sweet whiskies are preferred by a majority of drinkers, bourbon’s flavour DNA may actually find a natural fit.
The Cocktail Boom
Urban India is undergoing a renaissance in mixology. Bars in Mumbai, Delhi and Bengaluru are listed in Asia’s 50 Best. Bartenders love bourbon because it is robust yet approachable, works beautifully in classics and modern cocktails, and allows layered flavours. This bar-community endorsement is accelerating awareness.
India’s premium whisky drinkers are moving from labels to liquids, increasingly choosing by taste, craft and authenticity rather than brand prestige alone. Bourbon’s craft narratives resonate here.
With a huge market here, U.S. distilleries are investing in India-specific expressions; trade activations; bar takeovers; immersive pop-ups; collaborations with Indian chefs and curated tasting experiences. This level of commitment signals that bourbon is here for the long game.
Despite the slow entry, bourbon must navigate several structural challenges. Even with ongoing trade discussions, bourbon remains expensive. A proposed reduction is years away. India’s state-controlled liquor system imposes different duties, rules, and registration fees across states. Scaling is slow and expensive.
The premium whisky shelf in India is already busy, Scotch single malts, blended malts, Japanese whiskies, Irish expressions, and homegrown craft malts all jostle for attention. Many Indian consumers still confuse bourbon with Tennessee whiskey, American blends or even rum. Clear education is essential.
The Battle Ahead
Bourbon will not overthrow Scotch or IMFL in the short term. The Indian market is too complex, price-sensitive and brand-loyal. But bourbon doesn’t need to win the mass market to succeed, it needs to win the enthusiasts, the urban explorers and the bar crowd. In these circles, bourbon has chances of gaining ground.
As more brands enter, more tastings happen, more cocktail culture spreads, and more retail visibility builds, India could become bourbon’s most important Asian growth market after Japan and South Korea. The process will take patience, time and slow maturity.
The Tariff Confusion
The popular belief in India stands that the import tariff on Bourbons has been reduced to 100% from 150% only for BIO bourbons. While this is true for Bourbons imported as BIOs under HSN 2208 30 11 at 100% duty (50% BCD + 50% AIDC), the reduction in tariff is also applicable to bourbon imports in bulk—albeit a different HSN.
Most Bulk Bourbon imports currently are done under the HSN 2208 30 99, which aren’t eligible for the concessional tariff. If the Bulk Bourbons are imported under HSN 2208 30 91 then they are eligible for a concessional tariff at 100% (50% BCD + 50% AIDC).
We hope this clears the air of confusion and understanding of the rule.
As for Flavoured Bourbon imports of BIO—they still aren’t eligible for the concessional tariff, and continue to pay the import duty of 150% (50% + 100%).
In a significant stride toward taking India’s rapidly growing wine industry to the global stage, ten leading Indian wine companies are set to participate in the Hong Kong International Wine & Spirits Fair 2025, to be held from 6th to 9th November 2025 at the Hong Kong Convention & Exhibition Centre (HKCEC).
The Indian participation is being organised under the aegis of APEDA (Agricultural and Processed Food Products Export Development Authority), Ministry of Commerce & Industry, Government of India, and the Consulate General of India, Hong Kong, in collaboration with the All India Wine Producers Association (AIWPA).
Showcasing “Wines of India”
This initiative is a representation of the Government of India’s “Make in India” mission, showcasing Indian wines and spirits before global importers, distributors, sommeliers, and hospitality professionals. A 30-member Indian delegation, coordinated by AIWPA, will present the “Wines of India” collective branding campaign— a symbol of India’s evolving viticulture, innovation, and quality craftsmanship.
Participating wineries include Sula Vineyards, Grover Zampa Vineyards, Soma Vineyards, Uniwine, KLC Wines, Trimbha Wines, and Grainotch Industries, among other promising labels representing India’s prominent wine-growing regions such as Nashik, Pune, and Karnataka.
Indian Wine Tasting Evening
As a highlight of the fair, the Consulate General of India, Hong Kong, will host an exclusive “Indian Wine Tasting Evening” for 50 distinguished guests, including international wine buyers, importers, sommeliers, media, and hospitality professionals.
The evening will celebrate India’s unique terroir, craftsmanship, and the diversity of its wines—from elegant reds and crisp whites to sparkling and innovative RTD offerings—putting Indian wines firmly on the global map.
This initiative is being supported and promoted by Abhishek Dev, IAS, Chairman, APEDA; Harpreet Singh, Assistance General Manager, APEDA; Aman Agarwal, Consulate General of India, Hong Kong and representatives from HKTDC (Hong Kong Trade Development Council). Their collaboration underscores India’s growing reputation in global viticulture and commitment to enhancing wine exports worldwide.
The Indian delegation is being led by Jagdish Holkar, President, AIWPA and Rajesh Jadhav, Secretary, AIWPA; and the participants include Rajesh Borse, Manoj Jagtap, Pradip Pachpatil, Yogesh Mathur, Rajeev Seth, and Sheetal Kadam.
This Halloween, embrace the spirit of the night with Bacardi India’s curated cocktail collection, a blend of mystery, mischief, and magic in every sip. From dark, smoky mixes to luminous, playful creations, each drink captures the allure of the season with bold flavours and artful presentation. So this Halloween, mix, sip, and let the night unfold in true spirited style.
1. Phantom Lagoon
Ingredients
Bacardi Mango Chilli – 50ml
Guava Cordial – 60ml
Chilli – Kaffir Tincture – 4 to 5 Drops
Soda to Top
Guava Slice with Tajin for Garnish
Method:
To prepare the clarified guava-lime cordial, combine 2 L of fresh guava juice, 600 ml of lime juice, and 1.2 kg of sugar. Add 500ml of skim milk for clarification, allowing it to curdle naturally. Once set, fine-strain the mixture through a coffee filter to achieve a clear & smooth cordial.
2. Crimson Curse
Ingredients
Bacardi Carta Blanca – 45ml
Beetroot & Pomegranate Shrub – 25ml
Lime – 15ml
Ginger-Honey – 10ml
Soda optional
Ginger Candy Stick for Garnish
Method:
To prepare the beetroot-pomegranate Halloween cocktail, combine 45 ml of Bacardi Carta Blanca, 25 ml of beetroot & pomegranate shrub, 15 ml of lime juice, and 10 ml of ginger-honey syrup in a shaker. Add ice and shake until well chilled. Fine-strain into a glass over fresh ice. Top with soda if desired, and garnish with a ginger candy stick for a festive touch.
3. Hexed Illusion
Ingredients
Bacardi Carta Blanca – 45ml
Butterfly Pea-Lemongrass Cordial – 25ml
Lime – 20ml
Elderflower Syrup – 10ml
Lemongrass Stick for Garnish
Method:
To make the butterfly pea-lemongrass cordial, steep 6 chopped lemongrass stalks and 30g of dried butterfly pea flowers in 2L of hot water for 20 minutes. Strain the mixture, then add 1.2kg of sugar and 10g of citric acid, stirring until fully dissolved. The result is a vibrant, aromatic cordial with a mesmerizing hue.
4. Coconut Saffron Highball
Ingredients
Dewar’s 12 Year Old – 45ml
Saffron Coconut Syrup – 20ml
Lemon Juice – 20ml
Soda Water – 100ml
Coconut flesh – 1 string
Coconut flesh curled around a straw for Garnish
Method:
To prepare the syrup, infuse the coconut syrup with saffron strands until it develops a fragrant aroma and a rich golden hue. Once ready, mix all the cocktail ingredients (except soda water) directly in a highball glass. Add ice and gently stir to combine. Top with soda water and garnish with a curled coconut flesh string for an elegant finish.
5. Voodoo Voltage
Ingredients
Teeling Whiskey – 45ml
Pineapple-Passionfruit Mix – 50ml
Lime – 10ml
Chilli tincture – 1 Dash
Ginger Beer – Top Up
Pineapple Fronds for Garnish
Method:
To prepare the pineapple–passionfruit mix, combine 3L of fresh pineapple juice, 1L of Diraa passionfruit purée, and 500g of sugar. Blend the mixture thoroughly until smooth, then fine-strain it.
6. Cursed Sunset
Ingredients
Bacardi Anejo Cuatro – 50ml
Orange-Vanilla Cordial – 25ml
Tonic top – Top Up
Orange bitters – 2 dashes
Orange Slice for Garnish
Method:
To prepare the clarified orange–vanilla cordial, combine 2 L of fresh orange juice, 1kg sugar, 2 vanilla pods, and 15g citric acid. Add 500ml skim milk for clarification, then fine-strain for a smooth, aromatic cordial.
7. Moonlit Whisper
Ingredients
Bacardi Anejo Cuatro – 50ml
Jasmine-Chamomile Syrup – 15ml
Lime – 10ml
Orange Blossom – 2 to 3 drops
Soda – TopUp
Edible Flower for Garnish
Method:
To prepare the jasmine–chamomile syrup, steep 10 chamomile tea bags and 5g dried jasmine in 1 L hot water for 15 minutes. Strain, then dissolve 1.2kg of sugar to finish.
8. Wicked Obsidian
Ingredients
Teeling Whiskey – 60ml
Black Sugar Syrup – 10ml
Angostura – 2 dashes
Orange Bitters – 1 Dash
Charred Orange Wedge for Garnish
Method:
To make the black sugar syrup, combine 1kg demerara sugar and 800ml water, then simmer until thickened. Stir in 1 tsp activated charcoal for color and depth.
As Diwali lights up homes across India, another sparkling trend is taking shape, premium liquor as the new-age festive gift. Once considered unconventional or even taboo, gifting fine spirits has now become a symbol of taste, status, and sophistication among urban consumers.
Whether it’s an aged single malt, a small-batch gin, or a limited-edition rum, curated liquor hampers are increasingly seen as a gifting option, away from traditional dry fruits and sweet boxes. High-end Indian craft brands, too, are getting their moment in the spotlight, from Paul John Whisky and Camikara Rum to Stranger & Sons Gin, all packaged in sleek, festive designs that make them ideal for gifting.
For corporates, especially in metros, premium alcohol has emerged as the “relationship gift” of choice, a token of appreciation that blends indulgence with exclusivity. Many retail chains and e-commerce players are also reporting a surge in demand for boutique and collectible labels ahead of the festive season.
However, gifting liquor in India still walks a fine line. With varying state laws and restrictions on alcohol gifting, most transactions occur discreetly, often in the form of personalised hampers or event-specific collections curated by licensed vendors. Despite the regulatory maze, the sentiment remains clear: Diwali is not just about lights and sweets, it’s also about raising a toast to good times and good company.
Here are some gifting options as well as recipes that will add to the sparkle of Diwali celebrations. From thoughtful pairings to ready-to-pour hampers, here are some must-haves to pick up on your way to the next celebration.
Godawan Artisanal Single Malt
This festive season, Godawan Artisanal Single Malt—the most awarded Indian single malt in recent years—unveils an exclusive gift pack that captures the spirit of mindful luxury. Each pack features a bottle of your choice, either Godawan 01 Rich & Rounded or Godawan 02 Fruit & Spice, paired with a handcrafted crystal glass that elevates the whisky-drinking experience. Adorned with elegant ethnic motifs inspired by Rajasthan’s artistry, the pack is a refined celebration of craftsmanship, purpose, and timeless design—making it an ideal keepsake for the season.
Price & Availability: ₹2800-₹6000 in Delhi, Rajasthan, Karnataka, Punjab, Haryana, Uttar Pradesh, Maharashtra, Goa, Telangana, Assam, Chhattisgarh, and Madhya Pradesh.
Geist Brewing Compnay x Amrut Distilleries – Stout Cask Finish Indian Single Malt Whisky
If there’s one bottle that captures Bangalore’s craft spirit this festive season, it’s the Geist Brewing Co. x Amrut Distilleries Stout Cask Finish. Limited to just 224 bottles, this collaboration brings together Geist’s bold Imperial Stout and Amrut’s world-renowned single malt expertise. The result is a rare stout cask–finished Indian single malt whisky that bridges the worlds of beer and whisky.
The story began when Amrut sent freshly emptied whisky barrels to Geist, where they were used to age the brewery’s Imperial Stout. Once the beer had picked up delicate whisky notes, the same barrels returned to Amrut, this time to finish their single malt. The result is a whisky layered with roasted malt, chocolate, and oak—bottled unfiltered at 46% ABV. Rich and complex, it’s an inventive expression of Bangalore’s craft culture.
Price and Availability: At select retail stores across Bangalore, priced at ₹7,500.
Diwali With Marriott Bonvoy
This Diwali, celebrate with the seventh edition of Diwali with Marriott Bonvoy, where traditions sparkle, artistry delights, and every mithai takes one to India’s diverse delicacies for Diwali. The specially curated festive boxes blend the richness of heritage with a contemporary touch. Available in options including the Box of 36 Sweets (₹2,800 + GST), Box of 18 Sweets (₹1,800 + GST), Variety Box of Nuts & Sweets (₹2,100 + GST), Festive Crunch Box (₹1,200 + GST), and Diwali Treasures (₹1,500 + GST) there’s something to make every moment special.
The exquisite festive boxes are available at Marriott Bonvoy hotels across India. Pre-booking is now open, with availability till Diwali.
Dewar’s Double Double 21
Crafted using an innovative four-step aging process, Dewar’s Double Double 21 allows single grain and single malt blends to fuse multiple times in their oak casks before their final ageing together. This blended liquid is then processed in a selection of sherry casks that give subtle notes of cinnamon, ripe vine fruits, and a smooth, lingering finish.
Price: ₹17,500
Dewar’s 12-Year-Old – A Timeless Blend of Elegance and Flavour
Dewar’s 12-Year-Old is a masterfully crafted Scotch whisky, double-aged to enhance its smoothness and depth. A delightful harmony of honey, vanilla, and spice makes it a crowd-pleaser, whether served neat, on the rocks, or in a classic highball. Its well-balanced profile and creamy finish make it an excellent choice for those who enjoy a refined yet approachable whisky.
Price: ₹4,000
MONIN Introduces a New Indian Rasa Range Specially Curated for Diwali
MONIN India brings its own touch of sparkle with the Indian Rasa Range, a collection that celebrates Indian flavours. Rooted in the campaign theme “Brighter With You”, the range reimagines India’s most beloved tastes through a modern lens—inviting chefs, baristas, mixologists, and home creators to rediscover the joy of flavour during the season of lights.
At the heart of the launch is MONIN’s Chai Tea Concentrate, a contemporary ode to India’s favourite comfort cup. Infused with the warmth of cardamom, cloves, and ginger, it’s as versatile as it is nostalgic, perfect for everything from spiced lattes to creamy desserts and festive cocktails.
The range includes Rose: Floral and fragrant, reminiscent of classic mithai; Spiced Jamun: Tangy and playful, a nod to India’s street-side indulgences; Raw Mango: A refreshing balance of sweet and sour, evoking summer nostalgia; and Hibiscus: Bright and floral, modern yet rooted in tradition.
The range has been designed in line with insights from MONIN India’s recent trend study, “Reimagining Indian Drinks and Desserts for Modern Hospitality Menus in 2025”, enabling chefs and baristas to bridge traditional flavours with global presentation.
“Diwali is a moment of gratitude for us at MONIN—a celebration of creativity, connection, and culture,” says Germain Araud, Managing Director, MONIN India. “With Brighter With You, we’re celebrating the people and partners who make our journey meaningful, and the flavours that make India truly special.”
Adding to this, Sai Harish, Head of Marketing, MONIN India, shares, “India’s beverage culture is constantly evolving—deeply rooted in tradition yet always open to reinvention. The Indian Rasa Range embodies that spirit, encouraging creators to reimagine familiar flavours in fresh, modern ways.”
Brighter With You: A Celebration of Collaboration – True to MONIN’s spirit of partnership, Brighter With You is an initiative that will see collaborations with cafés, bars, and restaurants across India, where chefs, baristas, and mixologists will craft limited-edition menus and tasting experiences inspired by MONIN’s Indian Rasa Range. Each collaboration will reinterpret festive flavours through a local lens—from spiced beverages and artisanal desserts to inventive cocktails and plated creations— showcasing how tradition can meet innovation on every table. Beyond the menu, select partners will host live demos, workshops, and pairing sessions, offering guests an immersive way to explore flavour and craftsmanship together.
Price & Availability: The Indian Rasa Range is available through select cafés, restaurants, and bars across India, as well as online via Amazon, Flipkart, Big Basket, Blinkit, Swiggy, and Zepto in 700ml and 250ml bottles.
ZOYA Premium Gin – Live. Love . Rejoice.
When the packaging itself becomes the gift, you can’t say no! ZOYA Premium Gin’s value added pack is with creative AI-generated packaging, making a perfect gift for the festive season. The goblet that comes with it, enhances the premium and immersive appeal.
Types of People You Meet at a Diwali Party – As Cocktails
Every Diwali house party has its own share of personalities who add the real spark. From the
meticulous host with the perfectly done up Pinterest board to the one still texting, “What’s the
address again?”, the best house parties are a perfect mix of people, stories, and spirits. And
what if this Diwali, they were re-cast cocktails?
Read on to discover your ultimate cocktail twin with these perfect pours to match every personality.
The Classy Hostess as Vanilla Gintini (ZOYA Premium Gin):
Elegant, composed, and effortlessly charming, this person knows how to make every detail
count, from her playlist to her glassware. Much like the Vanilla Gintini, they blend classic
sophistication with a hint of subtle charm that spells soft power in glass.
The Pour: Vanilla Gintini
Ingredients:
ZOYA Premium Gin (60 ml)
Vanilla Syrup (15 ml)
Cranberry Juice (15 ml)
Lime Juice (10 ml)
Garnish: Edible Flower 1 pc
Recipe:
Fill a martini glass with ice.
Stir all ingredients and garnish to enjoy.
The Old-School Charmer as Smoked Maple Old Fashioned (Woodburns Contempoary Whisky)
A storyteller with a sparkle in the eye and a love for the classics. They don’t rush their evenings or their whisky. The Smoked Maple Old Fashioned is all about this warmth, balance, and timeless taste—making it the perfect pour for the one with the slow sips and good stories shared by the diya light.
The Pour: Smoked Maple Old Fashioned
Ingredients:
Woodburns Contemporary Whisky (60 ml)
Maple Syrup (10 ml)
Angostura Bitters (3 dashes)
Recipe:
Burn a nutmeg and let the smoke come out. Cover that Nutmeg with a whisky glass.
Stir all ingredients in the whisky glass full of ice.
Garnish with orange peel and enjoy!
The Cool Creative as the ARTHAUS Straightpour (ARTHAUS Collective Blended Malt Scotch Whisky)
They arrive fashionably late, with a playlist that instantly takes over the aux. The posterboy for “chill”, this person embodies easy, breezy flair with a little unpredictable twist that ensures they don’t need to do anything to stand out. The ARTHAUS Highball mirrors their spirit —effortlessly smooth with an experimental and artistic edge.
The Pour: ARTHAUS Straightpour (60 ml – served on the rocks!)
The Life of the Party as the Spicy Mule (Russian Standard Vodka)
Fiery, confident, and impossible to ignore, the Spicy Mule channels this person’s infectious energy in every pour. All spark, no dull moment—when they are around, the night is always just getting started.
The Pour:
Ingredients:
Russian Standard Vodka (60 ml)
Jalapeño Brine (30 ml)
Jalapeño (2 pcs; muddled)
Lime Juice (15 ml)
Garnish: Mint Sprig
Recipe:
Shake all ingredients in a mixer filled with ice.
Pour into a Moscow Mule Glass to serve. Top up with non-alcoholic Ginger Beer to
enjoy.
The Midnight Philosopher as Midnight Cravings (SEGREDO ALDEIA Espresso Rum)
Find them on the balcony post-dessert, deep in conversation about the secret of life—or at least the secrets behind good coffee. The cocktail twin-flame for bittersweet thoughts with a silky finish, the Midnight Cravings cocktail is rich, dark, and delightfully introspective just like the midnight philosopher in your gang.
The Pour: Midnight Cravings
Ingredients:
SEGREDO ALDEIA Espresso Rum (60 ml)
Cold Brew (30 ml)
Dark Crème de Cacao (15 ml)
Demerara Syrup (15 ml)
Chocolate Bitters (2 dashes)
Garnish: Coffee beans and chocolate grated
Recipe:
Dry shake and ice shake all ingredients in a glass.
Garnish with coffee beans and grated chocolate to enjoy.
Royal Rangoli by MONIN
A vibrant, tangy refresher that blends MONIN Spiced Jamun and Glasco Lemon with cranberry and soda—bold, fruity, and the perfect citrus break from all your festive sweet munching.
Ingredients:
MONIN Spiced Jamun Syrup – 20ml
MONIN Glasco Lemon Syrup – 10ml
Cranberry juice – 60ml
Soda – 60ml
Ice cubes
Mint sprig (for garnish)
Method:
Add the syrups, cranberry juice, and ice to a shaker.
Shake well and pour into a red wine glass.
Top with soda and garnish with mint.
Meetha Patakha by MONIN
Sweet and fiery, this tequila-based cocktail blends MONIN Cherry and Blood Orange syrups with cranberry and soda for your palate that’s craving a little bit of that oomph factor.
Ingredients:
MONIN Cherry syrup – 20ml
MONIN Blood Orange syrup – 10ml
Tequila – 45ml
Cranberry juice – 60ml
Soda – 60ml
Orange peel (for garnish)
Method:
Combine both syrups, tequila, and cranberry juice with ice.
Shake and pour into a Collins glass.
Top with soda and garnish with an orange peel twist.
The culture of gifting in Southeast Asia is evolving, and luxury wines and spirits are at the centre of this trend. Once seen mainly as status symbols, premium bottles are now chosen for their stories, craftsmanship, and cultural resonance. From Singapore to Vietnam, gifting is growing, driven by changing preferences, digital commerce, and premiumisation of F&B.
Affluent consumers are moving beyond imported classics to gifts that reflect local identity. Artisanal spirits such as Bali’s Iwak Arumery, Singapore’s Tanglin Gin, and Thailand’s Chalong Bay Rum showcase heritage-driven narratives through indigenous ingredients and traditional techniques. Similarly, the Philippines’ Don Papa rum draws on folklore and history to create an emotional bond.
Experiences Over Bottles
Packaging and presentation are increasingly as important as the liquid. Limited-edition bottles, collectible sets, and artistic collaborations elevate gifting, while immersive experiences with personalised labels and glassware turn a bottle into a celebration.
Festivals and milestones further drive demand. From Songkran in Thailand to Mid-Autumn Festival in Vietnam and weddings in Indonesia, luxury alcohol has become a prestigious part of celebrations. Corporate gifting, anniversaries, and personal milestones continue to be in vogue, often with bespoke sets.
E-commerce is fuelling the trend, offering curated packs, same-day delivery, and customisation such as engraved labels. The unboxing experience is now part of the value proposition, making online platforms vital for reaching affluent consumers in Singapore, Bangkok, Ho Chi Minh City, and Manila.
Sustainability Meets Premiumisation
Wealthier consumers are increasingly conscious of environmental and ethical practices. Eco-friendly packaging, sustainable sourcing, and transparent production are shaping gifting choices, blending luxury with conscience.
The luxury wine and spirits segment is poised for strong growth. Singapore continues to position itself as a regional hub, while Vietnam and Thailand are emerging as high-potential markets with expanding fine dining cultures. Even in traditionally conservative markets like Indonesia and Malaysia, discreet but premium gifting is gaining ground among urban elites.
Luxury gifting is no longer just about indulgence—it is about culture, story, and experience. With digital platforms enhancing accessibility, heritage brands adding authenticity, and sustainability guiding decisions, the future of gifting in Southeast Asia is premium, personalised, and meaningful.
Singapore: A Regional Hub for Premium Gifting As Southeast Asia’s financial hub, Singapore leads the luxury wine and spirits market with a strong corporate gifting culture. Premium wines, rare whiskies, and collectible editions dominate, particularly during Lunar New Year. With advanced e-commerce and duty-free at Changi, personalisation and curated sets are driving demand. Prestige brands like Dom Pérignon, Hennessy, Macallan, and Glenfiddich are go-to gifting staples.
Thailand: Tradition Meets Celebration Thailand’s festive calendar, especially Songkran and year-end corporate occasions, drives gifting. Rum and whisky lead, with Johnnie Walker Blue Label and Moët & Chandon popular among elites. Local craft spirit Chalong Bay rum adds authenticity and cultural depth.
Vietnam: Emerging Fine Wine Market Vietnam is one of Asia’s fastest-growing wine markets, with Tet as the peak gifting season. French wines, especially Bordeaux and Burgundy, symbolise prestige, while Martell, Rémy Martin, and fine Cognacs remain staples. Younger professionals are also embracing alternatives like Don Papa rum for its storytelling appeal.
Indonesia & Malaysia: Discreet but Growing In stricter markets, luxury gifting is discreet but aspirational. Weddings, corporate milestones, and private parties feature Johnnie Walker Blue, Royal Salute, Chivas Regal 25, and Macallan Rare Cask, often gifted in bespoke or limited editions.
With cultural collaborations, limited editions, and experiential packaging, luxury wines and spirits continue to shape Southeast Asia’s gifting culture—premium, personal, and meaningful.
At 689 by The Quorum in Gurugram, whisky enthusiasts gathered for an evening with Jim Murray, author of the Whisky Bible. On the table were two rare releases from Indri: the Founder’s Reserve 11-Year-Old Single Malt and Agneya, both already acclaimed despite limited numbers.
Jim Murray, author of the Whisky Bible
Murray immediately challenged habits. “How many of you add ice?” he asked. A few hands lifted. “Don’t,” he cautioned, explaining that ice dulls aromas and leaves bitterness. Even water, he argued, reduces whisky below strength.
He then guided the audience step by step: warm the glass in your hand, trap aromas until condensation appears, breathe gently from the rim, and never rush the first sip. “Only the second mouthful speaks,” he said, urging guests to chew the spirit, part their lips, and notice how flavours unfold. Balance, he stressed, was key—fruit against oak, sweetness against spice. “A whisky like this deserves an hour.”
The Blender’s Craft
Surrinder Kumar, Master Blender at Piccadily Agro Industries Ltd.
While Murray led the masterclass, the whisky itself reflected the work of Surrinder Kumar, Master Blender at Piccadily Agro Industries Ltd. In a private interaction with Ambrosia, Kumar spoke about creating the Founder’s Reserve 11-Year-Old.
“We worked with six-row barley for a robust spirit,” he said. “Ex-red wine casks from Bordeaux added dried fruits, berries, spice, and tannins.” With nearly 1,500 barrels to choose from, Kumar blended fruity, spicy, and chocolate-led profiles into one balanced expression. “I want first-time tasters to sense that harmony—red fruits, oak, chocolate, vanilla, spice—distinct yet tied together.”
Recognition and Release
The Founder’s Reserve 11-Year-Old is bottled at 50% ABV for India and 58.5% for export. Its profile moves from dark fruits and spice to vanilla, chocolate, and a wine-driven finish.
The release honours Pt. Kidar Nath Sharma, founder of the Piccadily Group, and has earned global recognition: Gold at San Francisco, Platinum in Las Vegas (98 points), eighth at the International Whisky Competition, and medals in New York, Whiskies of the World, and IWSC.
Only 1,100 bottles exist, split between India and select global markets—a rare expression of Indian terroir and craftsmanship.
It features interesting articles like: • UPDA International Summit 2025: Policy, science, and markets drive the agenda • Global alcobev industry market resilience • Tsüipu: From leftover fruit to Nagaland’s favourite wine • Eleven years in the barrel, one landmark release: Indri Founder’s Reserve
As the festive season approaches, the clinking of glasses takes on new meaning— one of celebration, togetherness and the art of gifting. Among the many tokens of appreciation exchanged, luxury spirits are steadily emerging as a preferred choice. More than just a bottle, they embody craftsmanship, heritage and exclusivity, making them ideal for commemorating life’s special moments. Whether it is a limited-edition single malt, a premium gin, or a rare cognac, luxury spirits are no longer just indulgences—they are becoming a language of culture and connection during festive gifting. Speaking about spirits—recently I met Siddhartha Sharma—the Promoter of Piccadilly Distilleries and tasted the Indri-Trini Founder’s Reserve. It represents not only the evolution of Indian whisky-making, but also the country’s ability to stand shoulder-to-shoulder with the world’s finest. The Founder’s Reserve is fast becoming a luxury gifting choice for discerning consumers. It signals a broader trend—Indian spirits are no longer limited to the domestic market; they are redefining global perceptions of quality and authenticity. UPDA also recently concluded its annual conference—with discussions on policy, science and markets as the three drivers of the alcobev landscape in the State. Policy dictates the frameworks within which producers and retailers operate, often determining market accessibility. Science, from advances in fermentation to sustainable packaging, continues to push boundaries of innovation while addressing consumer demand for quality and responsibility. And markets, constantly shifting with consumer preferences and global economic tides, create the rhythm to which the industry must adapt. The interplay of these three factors doesn’t just drive business—it defines the pace of transformation across regions, from emerging markets like India to established hubs in Europe and the Americas.
Globally, the alcobev industry has demonstrated remarkable resilience in the face of uncertainty. From the disruptions of the pandemic to inflationary pressures and supply chain bottlenecks, producers and distributors alike have shown adaptability by leaning on digital platforms, diversifying portfolios, and embracing new consumer trends such as low- and no-alcohol alternatives. Premiumisation remains a strong current, with consumers showing willingness to spend more on fewer, better experiences. We have covered this and more in this issue, so let’s celebrate the festive season and toast to an industry that continues to evolve with grace, strength and resilience.
Given the global disruptions the Indian wine industry can look forward to good times.
Global wine consumption declined by 3.6% year-on-year to 214 million hectolitres (mhl), while production slumped by 4.8% to 226 mhl—its lowest level since the 1960s. This concurrent drop in demand and supply signals deep-rooted structural challenges, as consumer preferences shift and climate change continues to disrupt traditional wine-making regions.
Against this global backdrop, India has quietly emerged as a bright spot. The country now commands a 2.6% share of the world’s vineyard area, buoyed by a 4.1% CAGR in expansion—contrary to global trends. However, this optimism should be tempered with realism: wine still accounts for less than 1% of India’s alcohol consumption.
The India wine market size was valued at USD 229.0 Million in 2024. Looking forward, IMARC Group estimates the market to reach USD 892.0 Million by 2033, exhibiting a CAGR of 16.30% from 2025-2033. The rising disposable incomes, evolving consumer preferences, expanding wine tourism, increasing local production, supportive government policies, growing e-commerce accessibility, and the influence of the hospitality sector are factors responsible for the increasing number of India wine market shares.
Wine Growers Association of India (WineGAI) was started with a mission to grow India’s wine industry to ₹3,000 crore by 2030 by accelerating demand, improving quality, and shaping a supportive regulatory ecosystem. The vision was to establish India as a globally respected leader in wine production and a vibrant, wine-loving nation at home.
“WineGAI began in 2023 with just seven members and have since grown into an association representing 17 wineries across the country — and we’re actively working to bring more on board so as to be truly representative of the Indian wine industry.
“We’ve got a huge challenge ahead, given the slowdown in the wine category. I truly believe that we can overcome this by banding together and contributing to the larger cause. With your cooperation and involvement, we can,” says Ashwin Rodrigues, Secretary, WineGAI.
WineGAI consists of wineries with active brands as members. Key office bearers cannot serve two consecutive terms. There are mandatory monthly meetings of the Managing Committee. Member access to an exhaustive online database of over 200 documents containing statewise policies and correspondence. Full-time professionals are hired to manage the affairs of the association.
WineGAI successfully collaborated with The Lalit Group in celebrating the 8th annual Indian Wine Day. The event was a true celebration of Indian-ness, emphasising the rich flavours of Indian cuisine and wines. The Lalit Group has been instrumental in promoting Indian wine and making it a special day for wine enthusiasts.
WineGAI has also actively supported the event, further highlighting the growth and recognition of Indian wine.
The Ministry of Food Processing Industries (MOFPI) has recently established a Committee on Alcoholic Beverages to steer the sector’s growth and development. WineGAI actively participates in this committee, contributing its expertise to the industry’s advancement.
On March 29, 2025, WineGAI and HPMF signed an MoU to work together on promoting Indian wines in the hospitality space. The aim is to build awareness among hospitality professionals, encourage the use of Indian wines in the HoReCa sector, and drive demand through knowledge-sharing and smarter purchasing decisions.
The highlight of the year was the Bandra WineOut, a 1,800 strong consumer festival that reached out to a younger audience and made wine fun!
Their cooperation under the Joint Dialogue with Australia under the FTA got stronger. India gave them duty concessions in 2022, and the Australians have promised to help them in technical know-how and various other things.
Key Market Highlights: Strong market expansion driven by evolving consumer lifestyles & growing urban affluence; Increasing preference for premium, imported, and artisanal wine varieties and Rising focus on sustainable viticulture and eco-friendly packaging solutions.
The Indian wine market is experiencing a shift towards premiumisation as consumers increasingly seek high-quality, imported, and artisanal wines. With rising disposable incomes, evolving social drinking habits, and greater exposure to global wine culture, there is growing demand for fine wines from countries like France, Italy, Australia, and Spain. Additionally, domestic wineries are expanding their premium offerings to compete with global brands, focussing on quality production, innovative blends, and vineyard tourism.
By 2025, the demand for premium and imported wines is expected to surge further, driven by urban millennials and professionals who view wine as a sophisticated lifestyle choice. This trend is also fuelling investments in wine education, wine-tasting events, and the expansion of wine retail and e-commerce channels.
India’s domestic wine industry is growing steadily, with wineries in Maharashtra, Karnataka, and Himachal Pradesh focussing on high-quality local production. Improved viticulture practices, better grape varieties, and technological advancements in winemaking are enhancing the quality and competitiveness of Indian wines. Additionally, vineyard tourism is gaining popularity, with wineries offering immersive experiences such as wine tasting, vineyard stays, and food pairings to attract enthusiasts.
By 2025, the domestic wine sector is expected to witness increased investment in infrastructure, production capabilities, and promotional activities. The government’s supportive policies, including relaxed excise duties in some states and incentives for local wine producers, are also expected to boost the market, making Indian wines more prominent in both domestic and international markets.
Sustainability is becoming a key focus in India’s wine market, with producers adopting eco-friendly practices in both winemaking and packaging. Consumers are increasingly conscious of environmental impact, driving demand for wines packaged in biodegradable materials, lightweight glass bottles, and recyclable cartons. Wineries are also adopting sustainable viticulture methods, such as organic farming, water conservation, and solar-powered production facilities.
By 2025, the shift towards sustainability is expected to accelerate, with wine brands emphasising green certifications and eco-conscious branding to appeal to environmentally aware consumers. This trend aligns with global movements towards sustainable consumption, positioning Indian wineries to attract both domestic buyers and international export opportunities.
The Indian wine market is experiencing significant growth, driven by factors like a rising middle class, urbanisation, and changing consumer preferences. While still a relatively small industry compared to spirits, Indian wine production is increasing, and the market is expected to continue its expansion. Key trends include the adoption of wine as a preferred beverage, its use as a status symbol, and the increasing perception of it as a healthier alternative to stronger alcohol.
A significant portion of the market is supplied by domestic wineries, with imports accounting for a smaller share. Wine is increasingly becoming a preferred beverage, especially among younger demographics and urban consumers.
Wine has become a symbol of sophistication and an indicator of higher social standing among some Indian consumers. Wine is perceived by some as a healthier choice compared to stronger alcoholic beverages. Wine producers are exploring new grape varieties, fermentation methods, and blending techniques to cater to evolving consumer tastes.
Major Production Regions: Maharashtra, particularly the Nashik region, is the largest wine-producing area in India, with other regions like Bangalore and Himachal Pradesh also contributing.
Regulations and Taxation: Government regulations and taxation policies can impact production costs and pricing, which is a key factor in the Indian wine market.
Impact of COVID-19: The pandemic had a temporary impact on the wine industry due to lockdowns and economic contraction, but the market has since rebounded.
Indian wineries are focussing on building strong brands to enhance their competitiveness and reach a wider consumer base.
High taxation significantly burdens the Indian alcohol industry by increasing production costs, impacting profitability, and potentially driving consumers towards illicit alternatives. While GST doesn’t directly tax alcohol, increased taxes on input materials and logistics contribute to higher retail prices. This, coupled with state-specific excise duties and other levies, leads to a complex and fragmented market with varying prices and access points.
Indian alcohol market is estimated to be valued at 60.11 bn in 2025 and is expected to reach USD 101.10 bn in 2032, exhibiting compound annual growth (CAGR) 0f 7.7% from 2025 to 2032.
India’s alcoholic beverage industry faces regulatory hurdles like liquor bans and high taxation, impacting revenue and market share. Despite these challenges, the industry is projected to grow significantly, driven by premiumisation and evolving consumer preferences.
High taxation, particularly state-level excise duties and other levies, significantly burdens the Indian alcohol industry, impacting both producers and consumers. The industry contends with high tax burdens, with taxes often comprising 65-80% of the final retail price. This complex taxation structure, including state excise duties, VAT, and various fees, restricts financial flexibility and profitability.
In addition, the industry is hobbled by significant compliance overheads and a fragmented distribution ecosystem, where regulatory variations across states create logistical inefficiencies and increased costs. The working capital cycle is often elongated due to delayed payments from distributors and high inventory carrying costs, disproportionately affecting small and medium-sized enterprises (SMEs). For these players, who typically operate on EBITDA margins as low as 10–12%, any downward pressure on pricing can be economically unsustainable.
Indian spirits—particularly whisky, rum, and country liquor—have only a marginal share in global markets. According to data from the Agricultural and Processed Food Products Export Development Authority (APEDA), India exported alcoholic beverages worth USD 322 million in FY 2022–23, with Indian-made foreign liquor (IMFL) comprising a major portion. In comparison, the UK exported over £6.2 billion worth of whisky alone in 2022, highlighting the asymmetry in export capacities. The entry of global players with deep pockets, established branding, and premium positioning will make it impossible for Indian brands to compete against them and scale sustainably or capture premium market share. This reduced market share could ultimately lead to downsizing, plant closures, and stagnation in rural supply chains that depend on the sector for income. If local manufacturers lose market share, states could face a decline in excise revenue and employment generation.
Tax increases on alcoholic beverages can negatively impact the alcobev industry in several ways. They lead to higher prices for consumers, potentially reducing demand, and can also increase the costs for producers due to taxes on inputs. Furthermore, tax increases can lead to a decrease in sales volume, impacting the industry’s revenue and potentially leading to job losses.
Reduced Demand and Sales Volume: Higher taxes translate to increased prices for consumers, which can make alcoholic beverages less affordable, particularly for budget-conscious consumers.
This price sensitivity can lead to a decrease in the quantity of alcohol purchased, impacting sales volume for manufacturers and retailers. Some consumers might switch to cheaper brands or even substitute with other alcoholic products, impacting specific segments of the industry.
Increased Production Costs: Even if not directly taxed, the production process of alcoholic beverages involves various inputs like bottles, labels, and packaging materials, which are subject to taxes like GST. The cost of these inputs can rise due to higher taxes, increasing the overall production cost for manufacturers.
This cost pressure can be particularly challenging for smaller or craft producers who may have less financial flexibility to absorb these increases.
Impact on Revenue and Employment: Reduced sales volume and increased production costs can significantly impact the industry’s revenue and profitability. This can lead to potential job losses in the manufacturing, distribution, and retail sectors of the alcobev industry.
The industry might also face challenges in terms of cash flow and working capital, especially when dealing with tax refunds for input costs.
Potential for Unintended Consequences: Some studies suggest that higher taxes may lead to increased illicit production and sale of alcohol to avoid taxation, which can pose public health risks and further impact legitimate businesses. Consumers may also resort to cheaper alternatives or reduce consumption in other areas to afford alcohol, potentially impacting other industries.
While the industry may argue that tax increases do not reduce alcohol-related harm, some research suggests that price increases can lead to reduced consumption, especially among heavy drinkers and young people.
Industry Arguments: The alcoholic beverage industry often argues that tax increases unfairly burden the industry and consumers, and may not be effective in reducing alcohol-related harm. They may also highlight the potential negative impact on employment and tourism, particularly in areas where the industry is a significant contributor to the local economy.
The industry may also argue that other measures, such as public awareness campaigns and responsible drinking initiatives, can be more effective in addressing alcohol-related issues.
Policy Considerations: Policymakers need to consider the potential economic and social impacts of tax increases on the alcobev industry when formulating policies. Balancing the need to generate revenue and address alcohol-related harms with the potential negative consequences for the industry and consumers is crucial. Consultation with the industry, public health experts, and consumers can help to develop more effective and balanced policies.
Overall, while higher taxes on alcoholic beverages can be a tool to address public health concerns and generate revenue, they can also pose significant challenges for the alcobev industry and potentially lead to unintended consequences. A careful and balanced approach is necessary when considering tax policy changes in this sector.
