Category Archives: profiles

From Jalisco to India: The Loca Loka Story

Built on craft, culture, and collaboration, Loca Loka unites two vibrant worlds through a tequila that speaks to modern India’s global palate.

When three creative minds from business, cinema, and music came together, few expected tequila to take on such character. Within a year of its launch, Loca Loka, the premium tequila brand founded by Sree Harsha Vadlamudi, Rana Daggubati, and Anirudh Ravichander, has become a name that resonates across global bars, airports, and among discerning drinkers.

Born from highland agave in Jalisco and bottled with Indian finesse, the label’s Blanco and Reposado variants have earned medals at international competitions, including Gold at the San Francisco World Spirits Competition. For its founders, recognition affirms their pursuit of a spirit built with purpose. Vadlamudi calls Loca Loka “a bridge between craftsmanship and culture,” defining the brand as tequila that honours Mexican roots and carries an Indian cadence through its tone, colour, and personality.

The Origin of an Idea

The story began in 2024 when Vadlamudi, already known for ventures such as Ironhill India and PR Infra, noticed a shift in consumer behaviour. “Travellers were leading the change,” he recalls. “They evaluated brands through provenance, design, and story.”

Loca Loka entered through duty-free stores at Hyderabad and Delhi airports, where travellers’ behaviour revealed India’s readiness for agave-based spirits. “Duty-free gave us our first real insight,” he says. “Consumers had already experienced tequila abroad and were waiting for a credible brand to bring it home.”

That discovery shaped the rollout plan across Indian metros, beginning with Delhi and Mumbai. The company aims to capture meaningful market share within its first year, building a category that had long remained underexplored.

Building a New Tequila Culture

Tequila’s profile in India is evolving rapidly. The category recorded 26% growth in 2025, fuelled by curiosity, premium drinking habits, and the rise of cocktail culture. Vadlamudi views this moment as an opportunity to introduce tequila through education and craftsmanship. “India had limited awareness of terroir, ageing, and agave quality,” he says. “We wanted to change that.”

Production remains anchored in Jalisco under León Bañuelos Ramírez, whose distillery creates additive-free spirits from slow-cooked agave using techniques refined through generations. “When we met León, we found the balance we were seeking: purity, texture, and precision,” says Vadlamudi.

The result is a tequila admired by bartenders for its clarity and structure. During blind tastings, professionals described it as clean, expressive, and versatile. The Blanco works beautifully in citrus-forward cocktails, while the Reposado enriches spirit-driven serves.

“Bartenders are our first ambassadors,” Vadlamudi notes. “When they ask for Loca Loka by name, it signals belonging.”

Design, Story, and Soul

The founders’ diverse backgrounds shape every element of the brand. The bottle carries sleek shoulders, contemporary typography, and colours inspired by desert sands and Indian warmth. The name merges Loca—Spanish for ‘crazy’—and Loka—Sanskrit for ‘world’—capturing a sense of creative energy and cultural connection.

Daggubati brings narrative instinct from cinema, Ravichander lends rhythm and a grasp of cultural pulse, and Vadlamudi contributes scale and structure. Their combined sensibilities give the brand both artistic and operational depth.

Loca Loka’s presence extends beyond bottle shelves. The brand curates tastings, pop-ups, and design-led experiences with hotels and restaurants that shape India’s premium drinking scene. “We aim to create moments that feel alive and personal,” Vadlamudi says. “Every interaction should carry the same care that goes into the liquid.”

Expansion with Intention

The company secured $12.5 million from a Singapore-based family office to strengthen production, distribution, and market presence in India, the UK, and the Philippines. “Our capital philosophy is to invest where value endures,” Vadlamudi explains. “We prioritise excellence in product, accuracy in logistics, and storytelling that holds meaning.”

The India rollout focusses on premium bars, hotels, and tasting programmes, with airports continuing as key discovery points. Cities such as Bengaluru, Chennai, Goa, and Hyderabad are next in line. “Our measure of success lies in advocacy and repeat orders,” he adds. “When bartenders and consumers return to us naturally, the brand grows with authenticity.”

Globally, Loca Loka is expanding from 15 to 25 states in the United States, while preparing to enter Europe, the Middle East, and select Asian markets. The Añejo variant will soon join the portfolio, followed by limited editions celebrating Indian and Mexican craft traditions.

Sustainability as a Standard

Responsible sourcing guides Loca Loka’s production ethos. Mexican partners practise mature-harvest cycles, water-efficient cultivation, and soil-friendly farming. “Sustainability begins with agave,” Vadlamudi says. “Without healthy farms, there is no tequila.”

The company extends this principle to packaging and logistics designed for long-term resilience. Its environmental discipline forms part of everyday operations rather than a marketing statement, ensuring continuity for generations of growers and consumers alike.

Weller Bourbon Whiskey in India

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Two celebrated wheated bourbons from Buffalo Trace Distillery make India debut
Weller Special Reserve and Weller 12 Years Old, to create unique drinking experience

Weller Kentucky Straight Bourbon Whiskey, the World’s original and one of the most awarded Wheated Bourbon Whiskeys, made its grand debut in India with a celebrated launch event in Mumbai. Hailing from Buffalo Trace Distillery, said to be the World’s most award-winning distillery and oldest continuously operating distillery in the USA, Weller exemplifies craftsmanship, innovation and storied American whiskey-making tradition. Renowned for using wheat instead of rye in its recipe, Weller boasts a soft, smooth and complex taste profile, and will be available in two distinct expressions: Weller Special Reserve and Weller 12 Years Old, the oldest andone of the first age stated bourbons in India.

The Weller brand is named after William Larue Weller who revolutionised bourbon in America in the early 1800s by replacing rye with wheat in the whiskey’s mashbill, a process that resulted in a much softer, yet still elegant and refined, drinking experience. Over the years Weller Bourbon has gained international acclaim with hundreds ofaccolades to its name. The arrival of Weller Bourbon is expected to appeal to Indian spirits connoisseurs who crave flavour depth and complexity and a unique drinking experience.

“India is one of the world’s leading whisky markets and until now it has not had the opportunity to round out its category with a super-premium wheated bourbon. Weller is a bourbon unlike anything in the Indian market, offering a unique and premium drink experience that stands apart from typical bourbons and other whiskies available today. Wheated whiskey, including Pappy Van Winkle, which is also proudly made at Buffalo Trace Distillery, has long been renowned as some of the best and most premium bourbon in the world. As India continues to embrace more varied premium spirit offerings, we believe Weller will resonate with those seeking an unparalleled drinking experience – one that reflects quality, craftsmanship, and distinction,” said Diego Bianchi, General Manager, Emerging Markets & Barrel Select, Sazerac Company.

Vijay Kauthekar, Executive Vice President, John Distilleries Ltd, part of the Sazerac Company family of brands and distilleries, added, “India is the largest whisky market in the world, and we believe the country is ready for high-end, luxury spirits like ultra-aged bourbons. Weller is the perfect brand to pave the way for the category. The whiskey’s smoothness and complexity, combined with its rich history, will surely appeal to the modern Indian spirits consumer who values both tradition and innovation. While historically Indian consumers have been more familiar with other global whiskey categories, Weller provides a new, unique and expertly crafted American Whiskey for consumers to enjoy with friends and family. We’re excited to offer this award-winning bourbon to those ready to explore something truly distinct and exceptional.”

Weller 12-Year-Old is the oldest age stated bourbon distributed in India. Aged for far longer than most wheated bourbons on the market, this offering is a smooth, easy-going and balanced bourbon with a beautiful deep bronze colour best enjoyed neat or on the rocks. Weller Special Reserve stands out with its burnt orange colour and subtle, sweet profile. Its softer flavour notes make this bourbon great for cocktails, such as the classic Paper Plane recipe.

Weller Bourbon will be available across select markets in India beginning early December. The Weller Special Reserve has a maximum retail price ranging from ₹2,500 (Haryana) – ₹4,500 (Mumbai) and the Weller 12-Year-Old has MRP ranging from ₹5,400 (Haryana) – ₹7,750 (Mumbai).

Bourbon, often referred to as America’s Native Spirit, represents the highest standard in whisky production, requiring products meet a stringent set of distillation and aging guidelines in order to enjoy the category distinction. Kentucky Straight Bourbon must be made from at least 51% corn, distilled in new charred oak barrels, crafted in the United States, and aged for a minimum of two years. Weller adheres to these guidelines but elevates the experience further by using wheat as the secondary grain and aging the whiskey longer than most other comparable options on the market today, resulting in a robust but smooth bourbon.

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Weller Bourbon Eyeing India to be Second Biggest Market outside of US

In the overcrowded whisky market in India (that India is the biggest whiskey consumer in the world), bourbon is a category which has not really developed, even awareness-wise. To grow bourbon as a category, which at present is less than 1% of the spirits segment, Sazerac Company is focussing on India as a priority market wherein it plans to roll out different brands going forward. Here in a brief interview with Ambrosia, Diego Bianchi, General Manager of Emerging Markets & Barrel Select, Sazerac Company and Vijay Kauthekar, Executive Vice President, John Distilleries Ltd, part of the Sazerac Company family of brands and distilleries, talk about growing bourbon category in India.

**Diego Bianchi, General Manager of Emerging Markets & Barrel Select, Sazerac Company**

Bianchi said “In general, India is a huge whisky market having the youngest population and is the fastest growing economies. There is growing appreciation for quality products and premiumisation and we believe that bourbon as a category will grow in the long term in India. We will develop that and we will play our part in promoting bourbon.”

Explaining the unique selling proposition of Weller Bourbons, Bianchi mentioned the Barrel Select programme is unique in that the consumers can select three to four barrels and we bottle for them. Adding to that Vijay said, “When we went to the US and visited Buffalo Trace Distillery, one of the most awarded distilleries, we chose two barrels, after checking the taste profile of the liquid. It was an amazing experience and we are bringing bottles of that to India.”

Bianchi mentioned how the team visited India in May this year, checking out Mumbai, Delhi and Bengaluru and soon realised that bourbon is not very well developed here. “We have such a vast portfolio of bourbons, we realised that there is great opportunity in India which is the largest whisky market. We use wheat instead of rye and this gives the bourbon a more smooth, sweet and more approachable flavour which we believe will appeal to Indian consumers. That’s why we are launching Weller.” Bourbons have 51% corn and the second flavour ingredient is rye, but Weller instead uses wheat.

Oldest age-statement bourbon in India

Talking about the history of Scotch in India, Bianchi explained that age of the whisky is key in the Indian perspective, hence the company is introducing the Weller 12 Years Old and the Weller Special Reserve which is 6 to 7 years old, the latter offering versatility where it can be had neat or on the rocks or in a cocktail. “It is going to be the oldest age statement bourbon in India. We are super excited to bring this to India.” Confirming that it will be of the same quality as in the US, he opined that Indians would love the flavour profile.

Giving an insight into the market here, Vijay said the bourbon category is growing in India, though presently it is less than 1% of Indian whisky market. “It is a small pie but the category has got such a huge headroom as the whisky category is overcrowded, there is the trend of premiumisation and emerging cocktail culture. We will be taking a number of initiatives to push the category.”

Talking about the opportunities to grow in India, Bianchi said, “India will be the second largest market for Weller outside of the US. India is our priority. We will see how the two products perform in the market. We will continue to supply. We are confident that Indians will enjoy the product.”

Agreeing that any market has challenges, Bianchi singled out regulatory, but said they had a great partner in John Distilleries to help grow the category. Sazerac has 60% stake in John Distilleries. “I think as we grow, we will bring different brands and also constantly look at the organisational structure.” Sazerac has over 200 years of experience in the alcobev sector, with hundreds of brands at varying price ranges and the company would continuously assess ‘what will be the best fit in India’.

Asked whether their bourbons would be bottled in India, both of them mentioned that there were endless possibilities, but would take a call only after seeing how the brands evolved over the years. At present, the price points, they believe, is win-win for both the consumer and the manufacturer. “In Mumbai, Weller 12 would be 10% premium than the luxury Scotch available in the market with the crossline competitor could be 18 years. We are offering a sweet spot to the consumer and that is one of the ways of opening the category.” Bianchi added, “It is of the highest quality at a fair price all over the world.” Its products are available in ASEAN and some of the key whisky markets around the globe. Going ahead, the company may look at full ownership of a distillery in India, but that depends upon on how the category is growing.

Set Whiskey Free

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The import tariffs for Bourbons have been reduced to 100% for bottled products, while bulk imports and other segments still attracting 150% duty structure. In a conversation with Trilok and Bhavya Desai, Chris Swonger, President & CEO, Distilled Spirits Council of the United States (DISCUS) speaks about the evolving dynamics between American and Indian alcobev markets, the impact of tariff reductions and the growing global appetite for premium spirits. Excerpts:

Chris Swonger, President & CEO, Distilled Spirits Council of the United States (DISCUS)

Trilok Desai (TD): The tariff on American whiskey has recently been reduced under the new trade framework. How significant is this change for U.S. distillers looking to expand in one of the world’s biggest whiskey markets?

The excitement is immense. With the Prime Minister and the President working together to reduce the tariff on bottled bourbon from 150% to 100%, it marks a major milestone. Of course, 100% is still high, but it’s a strong start. This creates real opportunities—we’ve seen in other markets that when tariffs drop to zero, both sides benefit. We believe this move opens the door for significant growth and stronger US–India trade relations.

The ultimate goal is to eventually move toward zero-for-zero tariffs, though that might take time—perhaps a decade. But it’s a step in the right direction. Both Indian and American consumers will gain from this exchange of distinctive products and cultures.

Bhavya Desai (BD): Have there been any further discussions between DISCUS, the U.S. government and the Indian government regarding further tariff reductions?

Yes, absolutely. We are in regular communication with the administration, the U.S. Trade Representative and the Department of Commerce. They are well aware of our aspirations. For context, between 1997 and 2018, the U.S. and EU maintained zero-for-zero tariffs, and trade in spirits grew by over 450%. That’s the kind of growth we hope to replicate between India and the U.S.

TD: Traditionally, India has been a Scotch-dominated market. How do you plan to position and expand American whiskey against such strong competition?

We work closely with the Scotch Whisky Association, and there’s no rivalry between us—in fact, our relationship is collaborative. My counterpart, Mark Kent, and I share the belief that standards matter—whether it’s American whiskey, Scotch or Indian whisky. All the economic data shows that when tariffs are reduced, every side benefits.

BD: How do you plan to raise awareness for bourbon in India? Scotch and Indian whiskies are already well established, but bourbon still feels relatively new here?

It’s really about bottle by bottle, sip by sip. The more Indian consumers get to experience American whiskey, the more they’ll appreciate its diversity and craftsmanship.

And awareness starts with accessibility. The recent tariff reduction is an encouraging first step, because it encourages American distillers to invest in this market. We’ve seen six leading American distillers participate at the recent exhibition, showcasing everything from bourbon and rye whiskey to Tennessee and American single malt.

TD: But India is a price-sensitive market and bourbon tends to be more expensive than Scotch—atleast the current ones?

That’s true, largely due to tariffs and import costs. However, premiumisation is an important global trend. Consumers here increasingly seek quality and authenticity. For those who want to experience something distinctive, American whiskey is worth it.

TD: Are American distillers exploring the possibility of bottling in India, like some Scotch producers do?

Some are certainly exploring that. A few already have arrangements to bottle locally or import in bulk. It’s an evolving opportunity, and companies are evaluating how best to bring their products closer to Indian consumers.

BD: Beyond tariff reductions, what other near-term goals does DISCUS have for the coming year?

Education—that’s our top priority. From bartenders and mixologists to retail professionals, we want to build understanding about American whiskey: its heritage, its role in classic cocktails, and its versatility.

American whiskey has a proud history—even George Washington was a distiller. Educating both the trade and consumers about this legacy will be essential to our long-term success.

BD: With ongoing trade tensions between India and the U.S., do you see these issues posing a challenge to your efforts in the alcobev space?

While there are certainly broader geopolitical challenges, we remain optimistic. The relationship between both governments is constructive, and recent dialogues have been encouraging. We’re confident that continued collaboration will bring positive results.

The key is recognising that our industry is interconnected. American whiskey can only be made in the U.S., Scotch in Scotland, and Indian whisky in India. We’re not competitors—we’re collaborators in a shared global culture of spirits.

TD: How is Indian whiskey perceived in the United States?

There’s a tremendous opportunity to introduce Indian whisky to American consumers. Just as we hope more Indians will discover American whiskey, the reverse should happen too. Both industries can benefit from a cultural exchange rooted in craftsmanship and appreciation.

TD: Some small U.S. distilleries have recently closed. What’s driving that trend?

The U.S. market has grown rapidly—from just 60 distilleries 25 years ago to over 3,000 today. Naturally, some smaller operations face challenges due to market pressures. Still, the overall growth of craft distilleries remains a major success story.

We now have craft distilleries in nearly every state. It’s a vibrant ecosystem, much like what’s emerging here in India.

TD: Do you think the growing popularity of Irish whiskey globally has affected bourbon’s market share?

Not necessarily. Irish whiskey’s growth has actually helped expand the overall whiskey category. More variety leads to more consumer interest. Removing trade barriers and increasing accessibility benefits everyone—from bourbon to Scotch to Indian whisky.

BD: Over the years, spirits have overtaken beer and wine in U.S. market share. What’s behind that shift?

Twenty-five years ago, spirits had about 28.7% of the beverage alcohol market. Today, that’s over 42% by value. We’re even projected to surpass beer by volume by 2031. That growth comes from authenticity, innovation and the rise of craft distilling.

Chris: Let me ask you both—why did India historically impose such high tariffs on imported spirits?

TD: Mainly to protect the domestic industry. The tariffs used to be even higher—around 250% years ago—and were gradually reduced to 150%, and now 100%. The plan is to lower them further over the next decade. It’s about giving Indian producers time to mature and strengthen their market presence.

BD: Exactly. India’s spirits sector has evolved rapidly. Domestic producers are now competing in premium segments and exporting globally. Once the industry fully matures, we’ll likely see a more open and balanced playing field.

TD: American whiskey, being corn-based, has a sweeter profile. Do you think that suits Indian palates?

Absolutely. India is a sweet-loving market—rum and sweeter Scotch profiles are already popular. We believe bourbon’s natural sweetness will resonate very well here.

If I may add an analogy—just as parents must eventually set their children free to learn and grow, markets must also open up. India should set its whisky free, allowing it to compete and thrive alongside global peers. When that happens, both Indian and international spirits will flourish together.

From Mahua to Malt: How a Century-Old Indian Distillery Reclaimed Its Spirit

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What began as a family experiment in Dahanu has grown into one of India’s most distinctive houses of whisky. South Seas Distilleries now brings the same discipline of craft to Crazy Cock and Six Brothers Mahura; spirits built on legacy and made for the present.

The story of South Seas Distilleries and its modern incarnation, Six Brothers Mahura, unfolds across a century. It begins in 1922, when six Parsi brothers—Khurshedji, Faramroze, Rustomji, Kuvarji, Nanabhoy, and Jehangirji—turned their gaze inward, towards the soil of India itself. While the colonial elite toasted imported blends, the brothers sought a flavour born of Indian wilderness; a flower that had perfumed tribal celebrations for centuries. They found it in the mahua blossom.

That pursuit gave rise to what would become India’s earliest recorded distillery for luxury indigenous spirits. The brothers captured the mahua’s delicate nectar and distilled it through copper stills that gleamed under Dahanu’s coastal sun. The result carried fragrance both earthy and floral; a creation that drew admiration from princely patrons and curious palates alike. The Maharajas of Jawhar and Akkalkot tasted it and declared it remarkable. For a moment, the native bloom found a seat beside the imported malt.

Then history intervened. Prohibition arrived like a curtain drawn mid-performance. Stills cooled, cellars emptied, and the brothers’ labour faded into legend. The mahua returned to forest soil. Its spirit—literal and symbolic—fell silent.

Decades passed. Generations scattered. Yet memory survived, fragile but persistent, within a few stories whispered through the family. One man, Jehangirji Behramji Kohinoor, refused to let it vanish entirely. In 1984, at seventy-three, he decided that the distilling heritage of his kin must live again. He chose Dahanu as his ground of renewal, a coastal expanse between the Arabian Sea and the Sahyadris. There he founded South Seas Distilleries, restoring copper stills to flame.

What emerged was less a reconstruction than a resurrection. Against skepticism, Jehangirji installed India’s largest copper pot stills and built the country’s biggest privately owned maturation warehouse. Critics doubted whether whisky could mature in tropical heat without losing itself to evaporation. Yet the barrels filled, and time performed its silent alchemy. The whisky matured with unexpected complexity; touched by sea breeze, sunlight, and the patient rhythm of Indian weather.

**Rupi Chinoy, Director of South Seas Distilleries**

Years turned into decades. The distillery grew under the stewardship of successive generations, guided by principles that favoured patience over haste, restraint over spectacle. The Chinoy family, descendants and present custodians, continued the founder’s path. This chronicle was told to us by Hamavand Chinoy and Rupi Chinoy, Directors of South Seas Distilleries, who now guard the lineage.

A Legacy Reignited

Their ethos stands on simple conviction: excellence matures through time, not acceleration. The copper stills, massive and burnished, are treated as instruments of character, not machines of speed.

From this philosophy came the company’s first consumer brand, Crazy Cock Single Malt Whisky, in 2023. Its two expressions—Rare, the unpeated variant, and Dhua, the peated—form an eloquent dialogue between subtlety and smoke. The name itself holds meaning layered with sentiment. “Crazy” pays tribute to the founder’s audacity, his unflinching pursuit of perfection, and the years of waiting that turned conviction into spirit. “Cock” was chosen as the mascot because the rooster’s call heralds a new dawn; a poetic emblem for South Seas’ renewal and the awakening of Indian single malts on the global stage.

Rare matures in bourbon and sherry oak casks within India’s largest copper stills, offering aromas of honey, pear, chocolate, raisin, cinnamon, and vanilla. Dhua, its lightly peated sibling, draws from first-fill bourbon and sherry casks, revealing dark chocolate, mandarin, oak, and a trace of smoke. Both carry a deep amber colour and a silken finish, reflecting the tropical maturation unique to Dahanu’s climate.

The Flower Returns

A year later, in April 2024, South Seas introduced Six Brothers Mahura, a spirit born again a century after its first creation. The release was hailed as India’s most exclusive small-batch heritage spirit, limited to 102 bottles priced at ₹1,02,000.

It honours the pioneers whose names crown its label. The blossom once regarded as rustic gained new finesse through double distillation and platinum filtration. In the glass, the spirit reveals warmth balanced with clarity; aromas of figs, raisins, dried hay, ginger, pepper, and apricot. Its taste unfolds in layers: a hint of salinity, traces of fruit, and a whisper of spice that lingers. Its adaptability has made it a favourite among mixologists and connoisseurs alike. Bandra Born in Mumbai has even launched the world’s first dedicated Mahura bar, serving cocktails built entirely around Six Brothers expressions that have become signature draws for the city’s patrons.

Each bottle carries symbols that narrate its ancestry. Six pairs of engraved eyes form a circle at the base; sentinels representing the brothers who began it all. A single all-seeing eye crowns the closure, signifying their shared vision. The tiger that marks the label is not decoration but emblem; a creature drawn from the forests where the mahua blooms, embodying endurance, confidence, and native strength.

To walk through the distillery today is to witness tradition entwined with invention. Rows of casks stand in patient formation, their staves breathing with moisture and craft. Workers test temperature by feel, marking variations in chalk upon wood.

South Seas Distilleries, once a local venture reborn from family lore, now stands among India’s most respected producers of malt and indigenous spirits. Yet the company remains resolutely private in tone, disinterested in corporate spectacle. Its focus lies in substance, a discipline that traces its roots back to 1922, when six brothers dared to dream of distilling the Indian earth itself.

When Hamavand and Rupi speak of the distillery, they describe not a company but an inheritance that breathes. The copper stills remain burnished and loyal. The casks sleep in Dahanu’s humidity, surrendering what they must, preserving what they can. In their aroma lies the persistence of memory; the same fragrance that once enchanted princes, now refined for a global connoisseur.

DeVANS’ GianChand Collection Positions Indian Single Malt on the Global Map

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Three whiskies—GianChand, Adambaraa, and Manshaa—trace the brand’s gradual climb from heritage to international acclaim.

Indian single malts have entered a stronger phase. Once the outsiders of the whisky world, they now find recognition among collectors and bartenders alike. Across India, distillers are treating whisky-making as both science and art; experimenting, observing, and letting the climate define their spirits’ tone and temperament.

That same focus filled the evening at The Quorum, Gurgaon, where DeVANS Modern Breweries Ltd. hosted an immersive tasting session for a select audience. The spotlight was on GianChand, the brand’s single malt range, introduced in three distinct variants: GianChand, Adambaraa, and Manshaa. Each bottle told a different story, tied by a common pursuit of integrity and finesse.

Later, I interacted with Prem Dewan, Chairman and Managing Director of DeVANS Modern Breweries Ltd., who outlined the brand’s journey and the meticulous ethos behind its whiskies.

A heritage that progressed with time

DeVANS’ step into the single malt category came from decades of hands-on expertise, not impulse. “For more than thirty years, we supplied matured and fresh malt spirits to various companies across India,” Prem Dewan said. “The quality of our matured stocks was exceptional. Eventually, we decided to bottle them ourselves rather than sell them away. That decision led to the birth of GianChand.”

The name, he explained, carried both sentiment and symbolism. “We wanted an identity that reflected Indian origins,” he said. “Our founder, Shri Gian Chand, had begun as a journalist before entering the liquor business in the 1940s. He built DeVANS on ethics, precision, and quality; values we continue to uphold. The single malt honours that legacy.”

Three whiskies, one intention

At the tasting, guests sampled the three expressions sequentially, noting how each carried a separate flavour identity. “GianChand has a gentle peat layer and matures for around four years,” Prem Dewan explained. “Adambaraa and Manshaa age for over seven. Adambaraa is unpeated, while Manshaa introduces peat for the first time in our lineup.”

All are matured in once-used American bourbon barrels. “We work with first-fill casks because they provide richness and subtle sweetness,” he added. “They lend character without overpowering the malt.”

Adambaraa delivers notes of barley, caramel, and dried fruit; Manshaa introduces restrained smoke with malt sweetness and earthy undertones. The original GianChand balances spice and soft oak. “Our whiskies carry a texture people instantly recognise,” Prem Dewan mentioned. “It’s refined and coherent across the collection.”

Technique moulded by terrain

Prem Dewan described DeVANS’ process as faithful to traditional whisky-making yet flexible to Indian realities. “The fundamentals remain constant: fermentation, distillation, maturation,” he said. “We allow natural fermentation, letting yeast perform at its own rhythm. Distillation is where innovation thrives. That’s where we influence the spirit without losing authenticity.”

The company’s custom-built copper pot stills help preserve uniformity and definition. Jammu’s natural environment does the rest. “Summers are warm, winters are crisp, and both have strong day–night contrasts,” he explained. “This variation promotes ideal interaction between wood and spirit. Our water source, pure and mineral-rich, adds clarity to the whisky.”

India’s temperature accelerates maturation, but Jammu’s geography adds poise. “One year of ageing here equals several elsewhere,” Prem Dewan said. “Yet it happens with balance, not haste. The outcome is layered complexity rather than intensity.”

Recognition and practice

Acknowledgement soon followed. DeVANS’ single malts have earned international distinction, reinforcing the quiet discipline behind their creation. Adambaraa won Best Indian Single Malt at the IWC 2025 in Las Vegas, while Manshaa received International Whisky of the Year at ISW 2025 in Germany.

“Such honours affirm years of disciplined work and a clear production philosophy,” Dewan said. Yet he quickly grounded the discussion. “Awards matter,” he said, “but maintaining quality is our real goal. We have detailed systems and trained teams ensuring each batch meets our benchmark. The bottles reflect a process we never compromise.”

From Jammu to the wider world

DeVANS’ legacy in brewing continues to influence its approach to whisky. “Brewing taught us control and hygiene,” Dewan said. “Those same principles guide our distilling operations. Precision ensures consistency, and consistency builds trust.”

Exports have expanded steadily. “We’re now present in the United States and Australia,” he said. “Canada and several other markets are in line. The response has been remarkable. International buyers appreciate our structure and purity, while Indian consumers feel pride seeing homegrown malts performing globally.”

Looking forward

Before we concluded, I asked Dewan about upcoming releases. He offered a glimpse without revealing too much. “Our production units are actively developing new ideas,” he said. “Fresh expressions and limited editions are in progress. Once ready, they’ll extend the GianChand narrative. Innovation is ongoing; it’s a part of our DNA.”

As the evening drew to a close, one thing was evident: Indian whisky no longer seeks validation. It has earned its standing through intent, technical precision, and an unwavering commitment to progress. GianChand represents that maturity; an Indian malt that speaks clearly, without excess, and leaves an impression built on substance.

Suntory Global Spirits Underlines Strong Presence in Indian Travel Retail

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Suntory Global Spirits is deepening its imprint in India’s thriving travel retail sector with a clear focus on premiumisation and experiential retail. Mandeep Singh Thukral, Senior Regional Commercial Manager, GTR India, Suntory Global Spirits, outlines the group’s strategic expansion and growing resonance among discerning Indian consumers, especially with the launch of the Bowmore Appellations Collection, now exclusively available at Delhi Duty Free and Ospree Duty Free, Mumbai (Arrivals).

Mandeep Singh Thukral, Senior Regional Commercial Manager, GTR India, Suntory Global Spirits

This exclusive single malt series features four rare, age-statement expressions, each finished in casks from celebrated European wine regions, fusing Islay’s signature smokiness with rich global terroirs. “The Bowmore Appellations Collection reflects our commitment to premium storytelling and innovation in the travel retail channel,” notes Thukral.

Expanding Footprint with Premium Spirits

India’s travel retail market is on a growth trajectory, propelled by surging international and domestic passenger movement and a strong appetite for luxury offerings. Suntory Global Spirits has positioned itself strategically with a comprehensive portfolio that spans across iconic Japanese whiskies—Yamazaki, Hibiki, Hakushu, Chita, and Toki—under The House of Suntory. This is complemented by American legends Jim Beam and Maker’s Mark, Islay favourites Bowmore and Laphroaig, and premium white spirits Roku Gin and Haku Vodka. Notably, Suntory’s portfolio also includes India-specific expressions tailored to local tastes, underscoring a nuanced and market-sensitive approach.

Creating Awareness Through Immersive Experiences

Suntory Global Spirits is not only selling bottles—it’s offering experiences. At the flagship Delhi and Mumbai duty-free outlets, the company has curated immersive shop-in-shop boutiques. These spaces feature Kigumi-style wooden lattice architecture, Marumado-inspired digital screens, Zen garden podiums, and interactive digital panels exploring artistic collaborations, including with Japan’s Chiso Kimono House.

A dedicated section on The Art of Japanese Gifting, complete with customisable Kandji cards, further enhances the shopping journey, reflecting the Japanese spirit of Omotenashi—wholehearted hospitality. “These installations aim to educate and engage, turning a duty-free visit into a meaningful cultural moment,” adds Thukral.

Capitalising on India’s Single Malt Surge

Recent data from the IWSR shows Indian Single Malts (ISMs) overtaking Scotch Single Malts in domestic sales for the first time in 2024, growing by over 25% this year following 75% growth in 2023. This transformation signals a distinct consumer pivot towards premium, character-rich whiskies.

“Such growth validates our long-term investment in India,” says Thukral. “While our Japanese whiskies continue to lead with global prestige, our Scotch single malts—including Bowmore and Laphroaig—are also seeing increasing demand.”

The introduction of travel retail exclusives like Bowmore Appellations is a strategic move to capture this discerning customer base.

Beyond India: Global Footprint with Local Relevance

The same emphasis on curation and premium offerings applies across other key travel retail markets like Dubai International Airport and Singapore Changi Airport. While the core lineup remains consistent, each market receives tailored activations and launches to cater to regional preferences.

The Kogei Collection – Japanese Kimono Edition (2024) and the Bowmore Appellations Collection, both GTR exclusives, have been rolled out in these locations, amplifying global brand synergy while respecting local consumer nuances.

Market Share and Future Pipeline

With a 5.5% share in the Indian market, Suntory Global Spirits is seeing robust growth—particularly at international airports, where average basket sizes and conversion rates are significantly higher. “It’s not just about volume, but the quality and aspiration behind each purchase,” says Thukral.

Looking ahead, the brand promises a pipeline of innovative, limited-edition expressions designed exclusively for travel retail. These are aimed at travellers who seek more than just a purchase—they seek a story.

“Our mission is to offer travellers a deeper connection to our brands—be it through craftsmanship, cultural heritage, or exclusive taste journeys,” concludes Thukral. “And India remains central to that vision.”

Abhishek Modi Works Off His Own Manual. And That’s Exactly Why Rockford Works.

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Walk into a liquor store today and you’ll spot it: the distinctive label, the sleek bottle, the growing shelf space. Rockford has carved its own path in the premium whisky segment. Behind it is Abhishek Modi, Executive Director of Modi Illva India Pvt. Ltd., a third-gen entrepreneur with a sharp instinct for what works, what sells, and what sticks. He has got degrees in chemical engineering and business, sure, but what drives him is an eye for detail and a taste for building things that last.

Modi Illva is a 50:50 joint venture between the Umesh Modi Group—whose businesses span pharmaceuticals like Betadine, cosmetics like Revlon, and large-scale distilleries—and Italy’s Illva Saronno, the makers of global staples like Disaronno and Tia Maria, with a presence in over 160 countries. Together, they’ve built a spirits company that continues to expand its footprint across India, with flagship labels Rockford Reserve and Rockford Classic at the forefront.

The company has recently announced an INR 100 crore investment in a dedicated malt distillery at its Modinagar facility, scheduled to go live by December 2025; a move that will support its ambition to produce premium single malts and scale up existing production.

In this conversation with Ambrosia, Modi shares insights on scaling distribution, why Tier 2 cities are key to their strategy, what shapes consumer loyalty in premium segments, and how the company is building for long-term relevance in a competitive alco-bev market.

Modi Illva’s growth in the premium spirits segment has caught the industry’s attention. What factors do you believe are driving this momentum today?

Several elements have contributed to this momentum, both within the company and in the broader market. A key reason is the change in buyer behaviour; particularly among younger, aspirational drinkers, towards quality and authenticity. At Modi Illva, we’ve responded by creating products that match these evolving tastes. Consistency remains central to our production philosophy. We’ve also developed a strong brand narrative rooted in our heritage while incorporating innovation. This blend has helped us connect with audiences, even in areas where brand loyalty is hard to earn. Our long-term investment in regional markets and ongoing relationships with customers has played a crucial role in maintaining this trajectory.

What’s your roadmap for the House of Rockford over the next few years? Can we expect new variants or entries into different whisky sub-segments?

Innovation continues to shape our direction at the House of Rockford. We’re not only working on new expressions but also rethinking how premium whisky can evolve for Indian palates. The coming years will bring considered portfolio additions and renewed trust-building. While Rockford Reserve and Rockford Classic are already well-established, we are examining avenues in craft, blended segments, and age-specific offerings. Collaborations with select distilleries are also being explored for limited releases that appeal to both existing patrons and first-time buyers. All future launches will uphold the standards Rockford is known for.

You’ve built a premium whisky portfolio that resonates with a discerning audience. Which markets or cities are you focussing on currently and why do these matter in your expansion strategy?

Tastes across the country are becoming more sophisticated, and whisky is increasingly tied to individual identity. While major metros such as Mumbai, Delhi, and Bengaluru remain integral, there’s substantial growth in locations like Jaipur, Indore, and Lucknow. These cities are seeing a rise in purchasing power and interest in elevated options. Our attention on Tier 1 and select Tier 2 hubs stems from the pace at which these regions are transforming. Early engagement helps us decode local nuances and develop meaningful connections with new audiences.

Distribution often makes or breaks a brand in the alco-bev space. What is your current approach to building a strong, scalable distribution network and how are you aligning it with consumer demand?

Ensuring availability across the right retail formats, pricing tiers, and channels is essential. We’ve already secured placement in 80% of relevant outlets nationwide. Our framework is structured to be both agile and robust, enabling us to respond to demand patterns swiftly. We rely on trusted partnerships across distribution and retail, built over time. As we continue expanding, our supply chain is being reinforced to maintain visibility without compromising on the aspirational nature of our labels. The system is designed to progress alongside the audiences we serve.

Is there a conscious push towards investing in marketing to strengthen brand recall, especially in newer or emerging markets? How do you measure that impact?

Our campaigns prioritise building real-world resonance rather than chasing volume alone. In newer geographies, we’ve increased our digital presence and local outreach—particularly in Tier 2 and 3 areas—where authenticity and regional relevance shape perception. We measure success through repeat sales, brand stickiness, and customer feedback loops. Meaningful interaction outweighs visibility metrics, and our approach reflects that principle.

We’ve seen an increased interest in Indian single malts, both locally and globally. Is that a category you’re actively exploring or building towards?

The traction around Indian single malts is undeniable, and we’re observing the space closely. Rockford has firmly established its place among premium blends, and we continue to track shifts in craft spirit preferences. Introducing a single malt would require a label that mirrors the quality benchmarks we uphold. For now, we’re expanding our existing portfolio while evaluating future entry points with care.

Production scalability becomes critical when a brand starts accelerating. Are there any backend developments or facility expansions in the pipeline to support your growth goals?

Yes, we are actively upgrading infrastructure to support upcoming requirements. This includes capacity enhancement, improved distillation technology, and streamlined logistics. Environmental responsibility is built into these upgrades. We’ve also fortified our quality assurance systems to deliver consistency, whether the batch size is small or scaled up. These steps are essential as we look to meet rising domestic demand and enter additional global territories.

From a consumer trends perspective, what shifts are you observing in India’s premium alco-bev consumption and how is Modi Illva adapting to meet those expectations?

There’s a marked movement among younger drinkers toward experiences tied to cultural connection, storytelling, and identity. At Modi Illva, we’ve responded with offerings such as Singhasan, a 100% Indian whisky designed for those seeking local relevance. The goal is to create products that reflect this mindset, while maintaining brand integrity and delivering a richer journey for the buyer.

Sustainability is no longer optional. Are there efforts underway at Modi Illva to make production, packaging, or sourcing more environment-conscious?

Yes, ecological responsibility remains a key area of action. We’ve taken steps to reduce our carbon footprint during distillation, introduced recyclable packaging solutions, and engaged with suppliers aligned to our sustainability goals. These initiatives are reviewed regularly to ensure alignment with industry benchmarks. As operations scale, these commitments will remain embedded in our practices.

With AI and digital tools reshaping every sector, do you see them influencing the alco-bev industry? If yes, how are you integrating tech into operations or consumer engagement?

Digital tools and artificial intelligence are helping brands operate with sharper insight and responsiveness. We use these to assess buying patterns, optimise supply logistics, and fine-tune campaign strategies. Real-time input enables us to test new formats and strengthen distribution agility. Whether through customisation, product planning, or service, tech is infused into our everyday decision-making.

You belong to a legacy known for building bold, category-defining ventures. What’s your approach to balancing tradition with modern disruption in your current role?

I work to retain the values that have shaped our foundation, while introducing newer methods suited to today’s context. We combine legacy knowledge with contemporary tools. This mix allows us to evolve while holding on to the consistency and ethics that define us. Progress doesn’t require replacing the past; it calls for building on it thoughtfully.

India’s position in the global alco-bev map is evolving fast. Are you seeing opportunities to export Indian premium spirits? Is that part of Modi Illva’s next phase?

Absolutely. India is gaining attention globally for spirits with character and quality. We believe our brands have the depth to connect with international audiences. Regions like Southeast Asia, Europe, and the Middle East are receptive to well-crafted Indian whisky. We’re actively assessing overseas entry points and see this as a natural extension of our domestic progress.

Looking ahead, what are the biggest milestones or breakthroughs you’re hoping to achieve, either as a business or personally as a leader?

Our target as an organisation is to become India’s third-largest alco-bev player. I would like to shape a label that delivers clarity, originality, and high standards. Rockford has established itself among premium blends, but the journey ahead involves stronger global recognition. This next chapter is an opportunity to contribute to India’s presence in the world of whisky.

Rapid Fire

Blended whisky or single malt: what’s your go-to?

Blended whisky.

One Indian city where you would love to launch an exclusive limited edition?

Keeping state policy in mind…maybe Goa or Gurugram.

Big branding campaign or silent disruptor, what’s more your style?

Definitely silent disruptor. I believe in the product to speak for itself.

Your favourite bar anywhere in the world?

The Connaught in London

If you weren’t building spirits, what would you be doing?

Building a disruptive retail brand in grocery business

What’s one thing people would be surprised to learn about you?

I am quite an open book. What you see is what you get!

Jonas Gustav Ax on Patrón El Alto, Tequila’s Rise, and What India’s Drinking Now

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A few years ago, if someone walked into a bar in Delhi and asked for tequila in a tumbler with ice, eyebrows would rise. Today, it fits right in. Spirits that once lived in the background of parties are now selected with care, discussed over meals, and sipped with intention. Tequila is part of this change, gaining recognition not through noise but through dimension.

Now arriving at Mumbai and Delhi airports during peak travel months is Patrón El Alto, the latest premium expression from Bacardi’s portfolio. With passport counters running overtime, new flight routes expanding, and flyers strolling through upscale duty-free stores before takeoff, this launch feels like smart timing.

Behind the scenes of this shift stands Jonas Gustav Ax, Head of Advocacy for Bacardi across India and nearby regions. With two decades of experience behind the bar and in the field—from London’s cocktail scene to Malaysia’s mixology circles—Jonas brings global perspective to local conversations. Based in Delhi with his wife and their rescue dog, he balances his time between bar takeovers, education programmes, and a growing curiosity about Indian ingredients.

In this interview with Ambrosia, Jonas shares why Patrón El Alto speaks to India’s new wave of drinkers, how it blends tradition with ambition, and what makes a tequila feel right at home in a whisky-loving country.

What makes the launch of Patrón El Alto in India timely from a strategic perspective?

India’s premium spirits market is expanding steadily, with consumers making more thoughtful decisions around what they drink. There is growing interest in products that reflect skill, origin, and quality. At the same time, cocktail culture is becoming more expressive, and bartenders are approaching spirits with new energy. This moment presents the right opportunity to introduce a tequila that captures both care in creation and potential for creativity. El Alto aligns with this shift and lands at a time when people are open to discovering something layered and thoughtfully prepared.

Tequila is moving into the premium category globally. What factors are supporting this change and how does El Alto connect with that direction?

Drinkers are becoming more curious about what goes into the bottle. There is growing awareness about where spirits come from, how they are produced, and what kind of character they develop over time. Tequila, which was once seen through a limited lens, is now being explored with the same attention once reserved for whiskies and brandies. For decades, Patrón has focussed on small-scale production and unprocessed ingredients. El Alto builds on that foundation by introducing a blend of aged styles that reflect precision and thought. It continues the journey while also expanding what tequila can offer.

El Alto is described as ultra-premium. How would you define its role in the Patrón collection, and how is it different from the others?

This expression sits at the highest point within the lineup. The core variants—Silver, Reposado, Añejo—highlight clarity and structure, while El Alto introduces additional depth through its blend of long-aged components. It draws from a range of barrels, each bringing something distinct to the final composition. What also shapes its identity is the use of both volcanic stone milling and more modern methods, resulting in a profile that is broad, polished, and complete. The attention to technique sets it apart in both texture and personality.

Tell us more about how El Alto is crafted. What role do blending and production methods play in defining its character?

The entire process begins with two contrasting extraction styles. The Tahona method, involving a circular stone, brings out grounded, mineral elements, while the roller mill introduces freshness and herbal tones. After that, the spirit is placed in a variety of barrels—eleven in total—each lending unique qualities. The final blend is assembled after several rounds of testing, where careful proportions are chosen. The result carries warmth, sweetness, subtle fruit, and a refined finish. It reflects care at every point, from start to final pour.

What inspired the choice to combine Extra Añejo and Reposado tequilas in this expression? Was this primarily creative or strategic?

It came from both intention and instinct. From a broader viewpoint, this combination creates something that appeals to seasoned agave fans as well as those more familiar with aged dark spirits. At the same time, it gave the master distiller room to create balance: one part richness, one part brightness. That duality makes it versatile. It performs well in spirit-forward drinks while remaining approachable in simpler formats. The blend brings together structure and softness in a way that adds reach across styles and settings.

What are some common myths about tequila that you’re hoping to change with El Alto and Patrón’s larger storytelling?

One of the most familiar beliefs is that tequila belongs only in party settings or is meant to be consumed quickly. Another assumption is that all tequilas deliver a similar experience, with little variation in quality. Through El Alto, the intention is to introduce a different perspective; one that highlights nuance, aging, and variety. This spirit carries the kind of structure and intensity often associated with dark aged liquors. Whether served neat, over clear ice, or in a well-built drink, it encourages a more considered way of enjoying agave.

Who is the ideal Patrón El Alto consumer in India? Are you targeting connoisseurs, new-age luxury seekers, or both?

Both profiles are part of the audience. El Alto speaks to individuals who already understand the value of process-driven spirits and are looking to explore further within the agave category. It also connects with a newer generation of luxury-minded drinkers who want experiences that feel international yet rooted in authenticity. These are curious people who look for meaning in what they select, and who value elegance and intention in their choices.

What’s the distribution strategy for El Alto in India? Will it be available only in select cities or at premium venues?

The emphasis is on placing El Alto in environments where attention to quality is a shared value. This includes bars and restaurants known for refined menus, thoughtful bartending, and strong engagement with premium spirits. Along with that, the spirit will be available in high-end retail outlets across key locations. This approach allows people to encounter the brand in different ways: through curated pours at hospitality spaces, or as part of their personal collection at home.

Can you share details around the pricing strategy for the Indian market and how it aligns with your global positioning?

This expression is crafted for those who appreciate refinement and are comfortable choosing quality through a well-made product. Its preparation involves selecting agave with care, aging across multiple cask types, and blending in small batches. That level of effort is reflected in the pricing. In Mumbai, El Alto is placed at ₹29,500, which corresponds with its position across other markets. The amount captures the time, materials, and craftsmanship that define its identity.

With India’s luxury spirits market evolving rapidly, what long-term opportunities do you see for premium tequila in the country?

India holds significant promise for growth in this category. As more people look for substance and origin in what they enjoy, tequila becomes a natural addition to their repertoire. Awareness around sipping tequilas is growing, and cocktail menus are evolving to include more agave-based options. The openness to newer formats, ingredients, and cultural references works in favour of this spirit. As people continue to explore spirits with character, tequila has the potential to become a regular part of premium choices in both casual and formal settings.

Are there plans to expand the broader Patrón portfolio in India following El Alto’s launch? What can we expect next?

The core Patrón range—including Silver, Reposado, and Añejo—is already present across India. With El Alto now available, the portfolio feels complete in terms of offering options for both cocktails and sipping. The next phase is not about more products, but about building understanding. That includes working with hospitality partners, creating engaging experiences, and giving drinkers more opportunities to explore how each variant expresses agave differently. Once familiarity grows further, additional introductions may follow, based on what consumers show interest in exploring next.

You’ve travelled extensively for the brand. How does the Indian palate compare when it comes to accepting complexity in spirits?

People in India have always had an appreciation for flavour that carries variation and richness. The way cuisine is prepared and enjoyed already reflects this instinct. When introduced to a spirit that reveals something new with every sip, the response is immediate. There’s curiosity and a willingness to ask questions, explore textures, and notice changes over time. This makes it an exciting space for introducing agave spirits with structure and identity.

How do food pairing and cocktail culture influence how you present tequila in emerging markets like India?

Food plays an important role in shaping how spirits are experienced here. The variety in ingredients, preparation styles, and flavours allows tequila to be presented in creative and surprising ways. Pairing El Alto with bold, well-seasoned dishes enhances both elements, creating an experience that feels complete. On the cocktail side, bartenders are constantly experimenting with new formats, regional ingredients, and storytelling techniques. Their work helps open new doors for tequila and brings it into conversations where it previously had limited presence.

Finally, what’s your favourite way to enjoy El Alto and how would you introduce it to someone trying tequila for the first time?

My favourite way to enjoy El Alto is on a big single block of ice, served super chilled. I also love it in a tall Ranch Water: El Alto in a highball glass full of ice, topped to the brim with soda water. For someone new to this style, that second option works well. It’s refreshing, inviting, and gives space to appreciate the liquid without overpowering the senses.

Simon de Beauregard on AI, Strategy and What’s Next for Pernod Ricard India

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A closer look at operational clarity and structured change. Simon outlines the mechanisms that guide progress across evolving business environments.

Transformation at a global company can look like a long list of frameworks, KPIs, and change decks. For Simon de Beauregard, Chief Transformation Officer at Pernod Ricard India, it looks more like a mix of sharp thinking, local intuition, and the steady rollout of tools that actually work. With over 15 years of experience across strategy, marketing, and digital roles in Europe and the US, Simon now leads a future-focussed mandate in one of the most layered alcobev markets in the world.

His remit spans widely yet stays precise; weaving technology into human behaviour insights, building teams that respond fast, and making room for innovation in a sector that comes with many rules. In this interview with Ambrosia, Simon walks through his approach to AI integration, creative enablement, regional execution, and the expanding role of data-driven intelligence across Pernod Ricard India.

How do you balance innovation with compliance while implementing AI strategies in a regulated market like India?

Responsibility forms the foundation of our work at Pernod Ricard India, and technology helps advance that cover across all areas. Strong compliance protocols shape both digital and physical initiatives, aligning fully with the Digital Personal Data Protection Act (DPDPA). Our AI roadmap prioritises governance, transparency, and sustainable outcomes. The team was designed with diversity and openness in mind, and we continue to strengthen our internal frameworks to maintain consistency, clarity, and long-term trust.

What’s the toughest part of changing internal mindsets while introducing AI into existing systems?

Mindset transformation is often the first, and most persistent, challenge. Encouraging teams to explore what AI can do—be it content creation, prompt development, or image generation—takes regular engagement. This shift begins at the leadership level and extends across departments. Our culture has always supported experimentation, which allowed us to embed AI early through our Key Digital Programs. These programmes focussed on communicating AI’s role, running detailed workshops, and investing in upskilling. Over time, we built internal teams that now manage these systems fully, allowing for tighter integration and stronger capability across the business.

Where do you draw the line on ethical AI usage in alcohol marketing within India’s context?

Our strategy reflects the country’s regulatory framework and its cultural distinctions. Every step—across content, outreach, and digital planning—complies with the DPDPA. Through our Drink More Water initiative, under Pernod Ricard’s global Responsible Party programme, we encourage moderation and hydration among adults of legal drinking age. Digital channels help share this message widely and effectively. The communication remains straightforward: balance matters, and water plays an essential role. The campaign has reached audiences globally and continues to grow through precision-driven distribution.

Could you share an example where AI-led insight shaped a campaign or business strategy?

Digital acceleration supports our premiumisation strategy in India. Tools such as Maestria, Matrix, and D-Star connect intelligence with action. Maestria studies usage patterns drawn from over 18,000 interviews to match each product with relevant occasions. Matrix tracks return on marketing investment, while D-Star enhances retail decisions through outlet-level data.

Maestria helps identify where each SKU fits across premium settings, and D-Star supported adjustments in bottle sizing based on regional preferences. This change contributed to a 46% conversion rate; significantly higher than the standard 10–20%. These platforms also assist more than 1,500 AI-supported sales representatives with real-time insights and agile decision-making.

Campaigns have also gained scale through these tools. During the ICC World Cup, we launched the “One Billion Films for One Billion Fans” campaign under Royal Stag Packaged Drinking Water. GenAI created personalised films placing fans alongside cricketing legends. With over 500,000 downloads, the campaign earned a Cannes Lion shortlist and multiple honours.

In another example, Imperial Blue Packaged Water’s Superhit Nights, in collaboration with Hardy Sandhu, offered personalised voice messages before his performances. This blended live engagement with digital interaction and contributed to a 50% increase in metrics such as click-through and view-through rates.

What are some of the early lessons Pernod Ricard India learned while integrating AI across sales and distribution?

A single framework doesn’t apply across India’s varied markets. Each region operates through unique regulations and distribution structures, which shape how data flows and tools respond. We adopted an 80/20 approach, starting with regions that provided higher return through faster scalability.

This required flexibility, domain-specific insight, and consistent experimentation. Customising global platforms for India played a central role in building long-term utility and relevance.

Does AI align with brand storytelling in a category like alcobev, where creative identity is key?

AI plays a supporting role across content development, audience engagement, and performance measurement. Our transformation framework was built to enhance human creativity by introducing greater speed, relevance, and precision. Tools like GenAI, customisation engines, and live performance analytics enable us to deliver communication that reflects both personal preferences and brand character.

Matrix allows continuous feedback by tracking response patterns and refining outreach strategies accordingly. These technologies work alongside brand teams, helping content stay consistent while adapting in real time to audience behaviour.

How does AI support outreach in India’s tier-2 and tier-3 markets?

We use technology to tailor brand presence in these geographies through specific partnerships and data-led localisation. For example, our activation with Swiggy Dineout introduced Jameson Ginger Ale and Ballantine’s Soda across select regional markets. This expanded both consumption occasions and consumer engagement, leading to a 40% increase in click-through rates. Campaigns like these combine national strategy with local insight, supported by AI-powered targeting.

What steps ensure that AI-led tools developed globally don’t overlook local dynamics in India?

India’s complexity requires finely tuned solutions. We adapt and calibrate every platform to suit market conditions. Maestria draws from extensive Indian research—over 18,000 interviews—and layers this data with pricing, demand projections, and behavioural analytics. This ensures that over 40 brands correspond closely with Indian usage patterns.

Matrix has been tailored to strengthen below-the-line performance, assigning financial outcomes to each tactical investment. D-Star improves store-level decision-making using real-time SKU information. Our local-first activations, including the Hardy Sandhu personalised campaign and the World Cup initiative, have begun shaping practices across other markets as well. These tools now serve as reference points within the group.

Where else across the value chain is AI making a difference beyond sales and marketing?

Forecasting plays a central role in planning, especially in a country as dynamic as India. We rely on AI-based platforms to estimate category growth, consumer preference shifts, and product performance at the state level. Social listening tools such as Radarly help us track emerging conversations, giving early cues for portfolio adjustments.

In operations, we apply computer vision in over a dozen safety-related scenarios; from spotting employees missing safety gear to identifying movement risks in high-traffic zones. At the group level, we’re scaling technologies like predictive AI, PR GPT, and sustainability-linked models for agricultural and environmental optimisation.

Our internal AI platform, Horizon, connects talent with opportunity by linking individual capabilities with business needs. This supports a skill-based workforce model that encourages learning, mobility, and future-readiness. Across the organisation, AI contributes to better planning, engagement, and workplace development.

What area still moves slowly across the industry when it comes to AI adoption?

Wider integration remains key. Value grows when AI reaches across business functions; from demand planning and content to supply chain and hiring. This has guided our own roadmap, where capability has been built across touchpoints. Our approach—framed as “AI meets conviviality”—channels real-world experiences with intelligent technology. This combination drives relevance, consistency, and personal connection across all consumer interactions.

QUICK TAKES

A campaign where AI’s impact stood out most?
The Absolut Vodka X Copy Lab project. The collaboration challenged how training data defines appearance and beauty. Through re-engineered inputs, it produced a set of fashion visuals that reflected inclusion and diversity, showing how AI can support cultural progress when guided with intent.

A skill that will define future leadership?
Integrated sustainability thinking. This area influences everything—from innovation choices and brand storytelling to performance measurement—across digital and product functions.

A professional shift that required personal adjustment?
Working in India brought new perspectives shaped by regional work styles and cultural codes. Immersing in this environment has added valuable depth to my learning curve.

A book or idea that influenced your outlook on innovation?
Tata Stories by Harish Bhat. It outlines how visionary thinking redefined industries while supporting community development. It reinforces how innovation becomes more impactful when anchored in purpose.

A space that helps you recharge and gain perspective?
The ocean. It’s where I reset, reflect, and reconnect with what matters.

A sentence that captures your leadership approach?
Curiosity builds bridges to ideas, people, and possibilities.

ZigZag Vodka – Scoring with premium craft beers and vodkas

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Ishwaraj Singh Bhatia, Co-Founder and COO, Simba Beer and ZigZag Vodka, with a family background in the alcobev industry has opted for premium craft beers, various variants of ZigZag vodka to breakthrough in the Indian market.

What made you opt for the alcobev industry?

My family’s legacy in the alcohol distribution business spans three generations, providing me with a deep-rooted understanding of the industry from an early age. Growing up, I was immersed in the nuances of beverage production and the cultural significance of alcoholic beverages. While studying in England, I witnessed a thriving craft beer movement and recognised a gap in the Indian market for authentic, homegrown craft beers. This realisation, combined with a strong entrepreneurial drive, led us to establish Simba Beer in 2016, with the vision of bringing a premium craft beer experience to Indian consumers.

Why craft beer and not normal beer, considering scaling up craft beer in terms of volume is a long journey?

Craft beer represents more than just a beverage; it embodies artistry, innovation, and a commitment to quality. Unlike mass-produced beers, craft beers allow for experimentation with flavours, ingredients, and brewing techniques, catering to consumers seeking unique and diverse taste experiences. We recognised that the Indian consumer was evolving, with a growing appetite for premium and varied beer options. While scaling craft beer presents challenges due to its artisanal nature, we believe that focussing on quality over quantity would resonate with discerning consumers. This approach has fostered a loyal customer base and positioned Simba as a distinguished brand in the market.

What kind of volumes are you looking at to achieve economies of scale?

Achieving economies of scale is essential for operational efficiency and sustainability. While specific volume targets are proprietary, we have strategically invested in expanding our brewing capacities. For instance, we established our flagship brewery in Durg, Chhattisgarh, which has enabled us to meet increasing demand while maintaining stringent quality standards. Our focus remains on scaling thoughtfully to ensure that growth does not compromise the artisanal essence of our products.

Is Simba Beer connected with Simba Chips?

No, Simba Beer is not connected with Simba Chips. The similarity in names is purely coincidental, and there is no affiliation between the two brands.

What kind of promotions do you plan to do for Simba?

Our promotional strategy for Simba is rooted in fostering a strong community and creating immersive brand experiences. While trade promotions vary by state, our primary marketing focus is on engaging consumers through experiential events and digital storytelling. For example, Simba Uproar 2025 in Delhi celebrated underground culture, providing a platform for grassroots talent in India’s hip-hop and street culture scenes. These initiatives not only enhance brand visibility, but also deepen our connection with our audience. Additionally, we leverage digital platforms to share compelling content, collaborate with influencers, and drive meaningful engagement.

Tell us more about ZigZag Vodka?

ZigZag Vodka is our foray into the vodka market, reflecting our commitment to quality and innovation.

Launched recently, ZigZag offers a meticulously crafted vodka experience, available in four variants: Original, Lime, Orange, and Green Apple, catering to diverse consumer preferences. Our vodka undergoes a rigorous filtration process using carbon, silver, platinum, and gold, ensuring a clean and crisp taste. The brand name ‘ZigZag’ symbolises the dynamic lifestyle of modern consumers who seamlessly navigate between their professional responsibilities and personal passions. This product embodies our dedication to crafting beverages that align with contemporary tastes and lifestyles.

Which states is the brand available in, and what are your plans to expand pan-India?

Currently, ZigZag Vodka is available in Delhi, Bangalore, Goa and Chhattisgarh. We have strategically chosen these markets to establish a strong initial presence. Our expansion plan involves entering additional states in a phased manner, considering factors such as market demand, regulatory environments, and distribution logistics. Our goal is to achieve a pan-India presence, making ZigZag accessible to consumers nationwide while ensuring that each market is adequately supported to maintain our standards of quality and consumer engagement.

What is the price range you plan to operate in?

ZigZag Vodka is crafted with a focus on quality and the use of superior ingredients, delivering a smooth and enjoyable experience. While pricing varies across different states due to taxation and local regulations, we aim to offer ZigZag at a price point that balances excellence with accessibility, ensuring consumers receive exceptional value. Our pricing strategy is designed to be competitive within the vodka market, appealing to those who seek both quality and affordability. Available in three sizes—750 ml, 375 ml, and 180 ml—ZigZag Vodka is priced between ₹390–₹1195 for the Original variant (750 ml).

Are you looking at launching flavoured vodkas in the near future?

Yes, recognising the evolving consumer preferences, we have introduced flavoured variants such as Lime, Orange, and Green Apple alongside our Original vodka. We continue to explore new flavours to cater to diverse tastes. Our approach involves extensive research and development to identify flavour profiles that resonate with our target audience, ensuring that each new variant upholds our commitment to quality and innovation.

What about Vodka RTDs?

The Ready-to-Drink (RTD) segment is an exciting space that aligns with evolving consumer preferences for convenience and on-the-go experiences. While ZigZag Vodka is currently focussed on establishing itself in the market with its core offerings, we recognise the growing demand for high-quality RTD options. As we continue to expand, we are exploring innovative ways to bring the ZigZag experience to consumers in more accessible and dynamic formats.