Category Archives: profiles

Bio Liquors: Keeping up the spirit

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We are world’s first and only bio liquors/herbal liquors company which is focussed on making health functional liquors derived from extensive research and development in the fields of biotechnology, ayurveda and liquor industry.


Our excellence and expertise is in delivering quality liquor products worldwide for about a decade. We are focussed on enhancing the drinking habits of the connoisseurs worldwide. Our goal is to enhance the richness, quality, smoothness drinkability and taste of consumers through our quality and unique liquor brands. We have unique techniques of excellent blending of spirits, choosing perfect spirits for perfect blends and the result is great taste, best aroma and drinkability.


Bio liquors are enriched with bio alkaloids, without using any synthetic flavours and colours. They were found to be giving the same intoxication levels as any other liquor brands. Dr. Srinivas Amarnath is the inventor of bio liquors – after contributing to the field of ayurveda for about 30 years, he is well versed with the botanicals and its benefits, developed bio liquors first time in the world. He relates to Ambrosia his journey off the beaten track.

What contributed to the evolution of bio liquors?

Alcoholism is the severe problem affecting millions of people worldwide, damaging the healthcare and is increasing the healthcare budgetting all over the world, which is an alarming issue. Due to my own personal suffering in family, i.e. my own brother was an alcoholic, made me to find a solution for the problem. With the pain in my mind, I have decided to develop a radically different product to safeguard crores of lives all over. The synthetic flavours which are added in regular liquors have synthetic flavours, artificial colours, smoke and glycerine. I started my research and came up with bio liquors for the first time in the world. My credentials as an ayurvedic doctor and botanist helped. I had been awarded with The Best Doctor and Botanist Award from Sri Venkateswara University. As an Ayurvedic doctor invention is my passion. I have been kept on inventing different type of healthcare products. When I used to get patients suffering from alcohol related ailments, I had made up my mind to come up with a different prototypes of liquor, which has less side effects on human body, and in the process I am successful in inventing the same. Our bio liquors are enriched with the best botanicals, natural herbs and bio alkaloids, without using any artificial/synthetic flavours.

What kind of investment you have made in this venture?

The Investments are made during the research phase, development phase and marketing phase. Initially in the research phase 7 million USD has been spent on R&D, after blend development, the sampling of bio liquors blends till the acceptance. The major research areas worldwide are USA, Australia, China, Russia and some African countries. several thousands of blends are made to match consumers’ palate which is now an absolute delight to consumers. And the development phase various trademarks, intellectual properties and several excise approvals has been taken and the budgetting of 3.2 million USD has been made. We have secured our brands worldwide with proper intellectual products especially in India, USA, Australia and several other countries. The marketing phase includes, development of unique packaging design, logo design, bottles procurement and carton designing for our portfolio of brands has been given major emphasis to present it to the consumers. We have developed a product portfolio keeping in mind both normal consumers and elite consumers.

You have nine brands in your portfolio which includes three whiskies, one bourbon, one rum, one vodka, one brandy, one wine and one beer. Which brands will you focus on? Do you plan to have a gin which is a growing segment and the perfect liquor to have infusions?

The white spirits segments are growing worldwide, and the consumers acceptance are multiplying, and also other segments are growing at an equal pace. The primary focus is on whisky, rum in North Indian markets, for South Indian markets we are focussing more on whisky and brandy. On India level we have a portfolio of nine products, by the end of 2022. We are also focussing on importing bio bourbon whisky developed by us in USA, and two different segments of luxury whiskies has been developed which will be launched by the end of 2022. All the products are scientifically developed, followed by international liquor standards, keeping in mind and adopted unique methods. In USA we are focussing on all the three segments as all are under Distilled Spirits Speciality. The FDA/TTB has been approved around 10 product formulas under the Distilled Spirits Speciality class. We are also planning to focus on wine segment which will be manufactured and Bottled in Napa Valley and to be distributed across the globe.

Which states are your brands present in? What is the timeline to go pan-India?

There has been a trial launch in some states like Punjab, Haryana, Sikkim, Jharkhand, Chhattisgarh, Himachal Pradesh, Andhra Pradesh, Pondicherry, Maharashtra and Telangana. We have taken different opinion polls in India and worldwide. By 2022 we are planning to launch our speciality products Pan-India and awaiting for the best connoisseur response.

Some of our Indian products which are being launched on a trial basis are Bio Whisky Premium 16 Naturals, Today’s Special Bio Whisky, Bio Rum Premium, En-Sign Bio Brandy and Bio Vodka.

When do you plan to launch the bio-wine and the bio-beer?

By 2024 we have plans to launch bio wine and bio beer. For now we are keeping up our spirits high at the entry level. As a testing phaser, we have already exported several containers of bio beer to the UK and Singapore and have received immense positive response. After commercial launch of spirits and attaining a fair market share of spirits. 2024 is going to witness the bio wine and beer era.



How do your bio liquors infused with a blend made out of bio alkaloids help in the wellness of consumers? Could you elaborate on each segment like whisky, vodka, brandy and rum?

Bio liquors/herbal liquors were enriched with bio alkaloids, best botanicals and selected herbs, without using any synthetic flavours and colours. They were found to be giving the same intoxication levels as any other IMFL brands, wherein the ill effects are greatly minimised. As a botanist and ayurvedic doctor, I have wide knowledge on developing different kinds of blends without using synthetic flavours, that’s the reason all the bio liquors products are very special and got appreciation from the US federal government. The US federal government has given chance to make many samples in the USA. The US government has approved bio liquors/herbal liquors products after submitting more relevant data on development and then only we have got the US approvals. We have unique techniques of excellent blending of spirits, choosing perfect spirits for perfect blends and the result is great taste, best aroma and drinkability.

“PORTFOLIO OF BRANDS” Bio whisky, bio vodka, bio rum, bio brandy, bio gin, or be it a beer or wine, we have the largest portfolio for all the consumer needs under single umbrella BIO WORLD of brands. Bio Whisky premium 16 Naturals is enriched with 16 types of natural botanicals and finest select herbs, bio alkaloids, finest matured malts, infused in the American and French oak, which gives a perfect taste and matured aroma.

Today’s Special is enriched with select botanicals, matured malt spirits, finest grain spirits and infused with American and French oak, making it your Today’s Special. Bio Vodka is enriched with aloe, honey and natural bourbon vanilla, select botanicals, five times filtered for best taste and smooth finish.

Bio Rum – A premium quality rum made from matured cane spirits, high quality grain ena. Infused with best botanicals and select herbs makes Bio Rum stand out in the crowd. It has a very unique aroma and the speciality of Bio Rum is, it can be consumed in any season irrespective of climatic conditions which makes it more special. En-Sign Bio Brandy is made from matured grape spirits, high quality grain ena, infused with select botanicals, bio alkaloids and herbal ingredients. It has a unique fruity palate and best aroma. We aim to give the consumer the joy in each and every sip and being a part of celebration in every moment, making bio liquors as a better choice for the consumers.

Bourbon whiskey from America, speciality whisky from Australia, blended whiskies and single malt whisky from India and Europe, and very soon bio Scotch whiskies from Europe, we are also planning to start production in several African countries. We have privilege of selling our product mix in many parts of the world. We are exporting/importing and globalising our spirits brands as a part of cultural mix and cultural diversification. We have unique techniques of excellent blending of spirits. We are adopting unique techniques of aging spirits, select imported American and French Oak are imported choosing perfect spirits for perfect blends and the result is great taste, best aroma and drinkability.

“THE BLENDING PASSION” Very passionate team dedicated and committed on Research & Development, introduction of new techniques for perfect blend is a challenge in emerging liquor industry. “The right spirits are brought with the right passion”.

“THE SPIRIT OF EXCELLENCE” The bio world spirits are spirits of excellence. The Spirits of Excellence is bought to you by our core innovation technology.

BIO LIQUORS – ACHEIVEMENTS WORLDWIDE. Approval of Bio Liquors products in TTB/FDA/GRAS and COLA – USA Allotted with own bottling unit by Australian government in New South Wales.

Winner – Wine & Spirits Wholesalers of America Spirits Tasting Competition – 75th annual convention & exposition – a remarkable achievement for new brand.

Approval of 16 botanical ingredients from GRAS an FDA regulatory authority. All the ingredients which we use for blending our spirits are approved by GRAS.

Allotted with a own bottling unit with tax free exemption for six years by Michigan Government in Northern Shores, Michigan. The plant will be operational by the end of 2019 – Bio care spirits, USA LLC. MICHIGAN – USA BIO LIQUORS NEWS

The Norton Shores City Council approved recently a six-year tax abatement for bio spirits, concurrent with the company’s six-year lease at the location.

The city council has also approved blueprints. One of its kind. The officials are impressed with the concept and has given tax exemption.

What is the consumer response in terms of taste and price?

The price points of bio liquors are very well accepted, particularly when you create a brand for the consumers. What more the consumer require? The acceptance is exciting in terms of mouth publicity, appreciation and in terms of price the luxury segment products are priced in premium segment that’s what all I can say in a word.

Given this is a new concept, and not a tried and tested one, how do you plan to promote your brands across the country?

We have done more research on how to promote this unique concept and found out impressive methods to promote the product. Several tasting sessions has been already done worldwide from regular consumers to elite consumers, different advertising strategy, get togethers, inviting doctors, bureaucrats, and common consumers, retailers, through different brain storming sessions and get togethers with bar and restaurant owners, not only in India, but worldwide also. Beyond its unique formulation, bio liquors are best in taste, smoothness and drinkability, which are major assets of the product and major marketing and publicity will be generated by consumers themselves. A perfect branding, packaging, marketing strategy is always necessary to promote a product in the market. For me as a doctor, I am also associated with passionate businesses for around 15 years. We have a core packaging development team and designing team, continuously working on the product. Not only the product, the presentation has got much more applause than we have ever expected and we are happy about the results.

What kind of marketing activity do you plan for exports, CSD and other bulk buyers?

We have already started exports. Very soon we are planning to export from USA to South America and Europe. We have appointed different agencies worldwide to take care of all the activities, Our brand presence in CSD, INCS across all the depots in India is almost confirmed and we have ample capacity to supply as per the requirements. Support in terms of point of sales material, branding material is required for exports. Also the export market is dependent on several other factors like quality, taste and packaging, which we are already providing, so the bulk buyers gets an advantage of timely supply and good discounts all over.

How is the company geared to meet the production requirements of the nationwide launches lined up? Do you need special production facilities for bio infusions?

We have lease and tie-up facilities in different parts of India. We have ample production capacity in our company based at USA in Michigan state, The Bio Care USA LLC have ample capacity to cater the ongoing demand to different countries like USA, South American countries and European countries. We also have production facilities in USA, Australia, Uganda and India. We are also planning to export to some Asian countries and UAE from India. Our capacities will be fully utilised with the on-going demand. The bio infusions and blend making are in-house facilities available in USA, India and Australia. The bio infusions will be sent to different bottling units all over the world. We have necessary capacity to cater to the demand of entire world.

The brands are doing well in certain part of USA. Would you like to throw light on your US operations?

All the products are doing certainly well in the US market. The products are trial started in Illinois and Colorado. We are already doing tasting sessions in around 25 states across the USA. Our USA partner is Shafiq Khimani from Natural Spirits USA. We have test marketed the USA already and receiving great response from the country. We are setting up our unit in Michigan, USA for which we already have got six years of tax exemption for the concept from Michigan Government. Currently the manufacturing is carried at South Charleston, USA and distributed across by our partner company Natural Spirits USA. Every effort has been made by Natural Spirits USA for continuous supply of the products. As mentioned earlier, we have won Silver Medal in WSWA USA competition, which is of great boost to the company and products.

The consumers are very delighted about the products and the pricing.

Illicit alcohol trade gives hangover to the nation

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Mr. Nakul Pasricha, President Authentication Solution Providers Association gives insights on the cons of the spurious liquor industry.

What is the impact of spurious liquor industry for the government, people and the IMFL industry?

Illicit trade in alcohol undermines sustainable economic growth. Collectively, it affects all the stake holders in society in various terms. While the industry and Government lose revenue, it is the consumer who is impacted the most as illicit trade in liquor poses a serious threat to consumer health. Poor quality or spurious liquor can cause death and serious illness, as seen in connection with several incidents of hooch tragedy in India. According to various media reports more than 150 persons died in India due to hooch tragedies in year 2019.

Excise Duty which is an important source of revenue is continually under threat from the practise of illicit trade. Considerable amount of money which could be used to benefit the government services of a country are being diverted to the pockets of criminals participating in illegal trading. However, more than loss of tax revenue, it could costs Government loss of image/goodwill. The hooch tragedies occur due to illicit liquor consumption eroded the image of state governments which create challenge for state government to ensure consumer confidence.

How can the government streamline the industry to benefit the poorer section of society to get affordable liquor at a price which will deter rampant drinking and the alcobev industry should not be labeled as a sin industry?

There is a direct link between prices and consumption. Post hooch tragedy in Uttar Pradesh, the Department set up a committee, which found that poorer section are using smuggled liquor, as it was available at almost half of the price of Government Country Liquor bottles. This will continue to be an area where careful thought is needed in order to preserve a balance.

What are the challenges of fighting the illicit liquor trade? How can the FSSAI regulate the quality of liquor sold?

Illicit alcohol is prevalent in both developed and developing countries, with no country immune to this threat. For example, the UK government lost £1.3 billion in excise tax revenue in the period 2015-16, and Dutch authorities estimate the annual revenue losses from illicit trade in alcohol at €100 million. Liquor bootlegging in New York City alone is estimated to have cost the city US$1 billion in lost taxes over the past 15 years. The illicit alcohol products are sold as either counterfeits of genuine brands or are unlabelled (Source: TRACEIT.ORG). When producing counterfeits, the forgery goes beyond the product’s label, often including bottle designs and caps.

In India, State Excise Department faces various challenges such as

a) How to combat smuggling and illicit liquor
b) How to ensure fool proof labeling and supply chain? How to ensure consumer confidence
c) How to increase excise revenue and the most important the problem of identification / authentication – How to differentiate fake liquor bottles from genuine?

The Food Safety and Standards Authority of India (FSSAI) had last year issued a regulation on alcoholic beverages and the same became effective from April 1. As per this regulation, all liquor bottles need to carry a statutory warning that “consumption of alcohol is injurious to health. Be safe-don’t drink and drive”. So far, it was primarily regulated by excise commissioners and they were only looking at alcoholic content and the toxic substances in alcohol. Now, there are far more elaborate standards that are benchmarked with the global standards and in certain cases, they have taken the Indian context also in consideration. In addition to excise commissioners, the food safety commissioners would also look into the enforcement of these standards.

What role can the excise department play to boost revenue to ensure a win-win situation for the government, the consumer and the industry?

Excise Departments faces various challenges. The key from these are revenue enhancement & protection, as well as to ensure person get genuine products. Anti-Counterfeiting solutions like TAX Stamps (Excise Adhesive Label) plays an important role. We believe that State Excise Departments need to study. he importance of Tax Stamps in the global context and apply such solutions in India.

In India, Excise Department need to think about TAX Stamps as tool beyond tax collection tools. The existence of cheaper, less-sophisticated, less effective stamps and marks potentially dilute the value proposition around their use as platforms to implement the global guidelines. Instead of using it is a mere product, they need to reframe their work on their Tax Stamp Programme as an opportunity for consumer and industry empowerment.

The new generation Tax Stamps with technological innovation in security printing, serialised coding, data processing and mobile communications, can be into sophisticated devices with additional roles that related to product authentication, supply chain security & data intelligence. This will ensure and help State Excise Department in building their policy towards reduced consumption and more revenue.

Will a rationing system deter excessive drinking?

We think this differ to case to case basis and lots depend on State Excise Policy. About half a century ago, broad restrictions on who could purchase alcoholic beverages were fairly common. The most extensive of such systems was the Bratt rationing scheme in Sweden in force until 1955, which assigned a quantitatively defined upper limit for spirits purchases per person with different rations for males and females and for younger age groups. Studies have shown that rationing systems in Greenland, Poland and Sweden reduced alcohol-related harm (Anderson & Baumberg, 2006). In Spitzbergen (Norway) there still exists a rationing system for purchases of alcoholic beverages. However, these research are conducting long time back and need to be done in current geographical scenario.

Source: http://www.euro.who.int/__data/assets/pdf_file/0011/191369/9-Availability-of-alcohol.pdf?ua=1

Can cheap liquor manufacturing companies create a fund to help families affected by alcoholics?

Yes, it can be done in partnership with State Excise Department and various NGO. But, before that there is a need of creating & raising awareness at mass level. There is a need to take preventive as well as long term strategic goals. As preventive steps, there is a need of building an eco-systems where consumer get genuine and authentic product and must be involved in authentication process. In longer term strategy, lot of work need to be done towards liquor standardisation, monitoring of ethyl alcohol etc. Even today, in our hospitals are not well trained for treatment for people suffering from hooch incidents. Post the hooch tragedy in Uttar Pradesh, the Government committed find that there is a lack of guidelines in Hospitals for treatment of patients consuming spurious liquor.

Is banning of illicit liquor the way forward? (I think he means about Prohibition of liquor)?

Prohibition is not the only answer. Many times, prohibition leads to increased illicit liquor business. For example, liquor is prohibited in Gujarat, however, according to a recent study 38% youth in Gujarat consumes alcohol. Other than this, 12% people are consuming other forms of drugs such as cannabis. In last two years, police had seized liquor valued `254 crore. The Government had confirmed that due to prohibition there is an increase in smuggling from neighbouring state. In last two years total case reported 1,32,415 country liquor, 29,989 IMFL liquor. Now the state government is demanding compensation cost from central as they are losing `15,000 crore annually due to prohibition. Similarly in other prohibited state Bihar, the sale of other drugs products has increased significantly. As per latest report from Narcotics Control Bureau, Bihar top the chart in consumption of opium and hashish. In our country 16 crore people consume alcohol whilst 3.1 crore people use cannabis. India needs a comprehensive national policy to tackle alcohol and other forms of additives.

60 years on, NJM builds his Legion

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It has been a long innings for N. J. Menon, here he shares the high points of his career. He has now formed a new company NJM Blends.

NJM, as he’s known amongst his friends, has six decades of experience in the Indian Alcohol industry and can undoubtedly be touted as one of the change-makers in the business.

N. Janardana Menon began his career as a chemist in 1959, at the first McDowell & Co. Distillery in Shertallay, Kerala. His unique technical acumen saw him rise to the rank of Unit Head. Subsequently, he became the Technical Director of the UB Group Spirits Division in 1977.

Armed with a sensory superiority that is a privilege of only a chosen few, he moved to Bangalore in 1988 as Vice President-Technical of the UB Group. Here, NJM successfully set up a world-class Technical Centre with CSIR recognition for Chemical & Sensory Analysis, Quality control, Product Development, Training and R&D facilities. He was also instrumental in formulating a Quality Control manual for the Distillery division of the Group. Perfection, precision and passion are among a few of the key attributes that that has truly shaped NJ Menon’s journey. In addition to the years of invaluable experience, training and learning through collaborations from around the world, NJM has amassed an unparalleled knowledge of brewing technology and blending craftsmanship. This exposure has allowed him to evolve his palate, producing unique blends for the Indian and international market.

McDowell’s Single Malt, McDowell’s No 1, Bagpiper, Diplomat, Signature, Gold Riband, Caesar Brandy, Honey Bee brandy, Celebration Rum, Old Cask Rum, Royal Treasure White Rum, Blue Riband Gin Duets and Romanov Vodka are just a few of the 300+ blends that NJM has developed during his career. He was also associated with the development of Black Dog 12 Year Scotch Whisky.

One of India’s most prolific and acknowledged blenders, NJ Menon also holds the unique distinction of having a model installation of his hands at the office of United Spirits, Bangalore.

After a successful tenure, NJM retired as Executive Vice President – Technical of the Spirits division in 1999, but continued as Technical Advisor to the UB Group till 2013.

But retirement only meant the beginning of a new chapter.

While working as a technical consultant to several distilleries, flavour companies and engineering firms, actively engaging in the development of blends, flavours, setting up of malt spirit plants and maturation facilities, he felt the need to do more. Having developed specialty products for clients, the time felt right for NJM to create his own legacy.

Thus, begins the story of Legion.

In September 2018, at the age of 82, Menon registered his flagship enterprise- NJM Blends, a labour of passion and perseverance. The first step towards the journey to create his legacy, the company released its first product in February 2019, a premium blended whisky named Legion. “After retirement in 1999, as a consultant, I developed a number of brands for various companies. Few of them became very popular and have now sold over a million cases. As a result, I was sought after by IMFL manufacturers.”

“This got me thinking – I should have a brand of my own with my name associated with it. I wanted the product to be superior to any existing Indian made whisky and comparable to some of the Indian bottled Scotch whiskeys. Legion is the outcome of my ambition,” explains master blender, NJ Menon.

Why Legion?

“Only a select few deserve a Legion”, reads the product label, and this couldn’t ring truer of the eponymous brand and its brand ambassador. A premium blend that is poised to raise the bar in the Indian liquor industry, Legion promises to be a sensory delight with delicate floral hints, hints of sweet cinnamon and an earthy peat finish.

Legion by NJM Blends is a story of pure passion, expertise and toil. A testament to Menon’s love for the art of blending and his indefatigable ‘spirit’, Legion marks his step into the spotlight.

It is, therefore, only fitting to raise our glasses to the true legend and to us, his ever-faithful Legion.

N. J. Menon makes dreams a reality

Dreams can be achieved if you only continue to believe and strive to make them your reality. This has never been exemplified more than with the life of master blender N. J. Menon.

What are some of the key achievements in your career?

Over a career spanning 60+ years, I have created numerous blends for most of the leading Distillers and bottlers for domestic and export markets, including some of the most popular brands which have gone on to become “millionaires”. As a blender, when a blend meets the customers’ taste preferences and the same is reflected through the sales volumes, it is highly satisfying.

I was instrumental in the development of Gin ‘Duets’ and flavoured vodkas for the first time in India.

During my years with the industry, I have led projects for set up and commission of Malt spirt manufacturing and maturation facilities, too.

In addition, there are quite a few “key” achievements which are close to my heart. Undoubtedly, setting up the Technical Centre for UB’s Spirits Division in 1988 would be one of the biggest – the centre was recognised and appreciated by CSIR for Chemical & Sensory Analysis, QC, Product development and R&D facilities. I was also actively associated with BIS in setting up of Standards for Alcoholic beverages. Leading the team which developed India’s first Single Malt – McDowell’s Single Malt Whisky – was another achievement I am really proud of.

What were the challenges to make the transition to entrepreneurship?

Since my retirement, I have continued as a technical consultant for various liquor manufacturers in India. While consulting cannot be compared to entrepreneurship in its true sense, there was always a desire to launch a portfolio of my own brands. A key challenge was to identify a production partner who will be with us for the long term, and we made progress towards that end in early 2018.

Once we got that out of the way, the finer details needed to be addressed: identifying the right agency for designing the packaging, and vendor partners for sourcing the packaging material, marketing communication, etc. For a person like me who has always focussed on the technical aspects of a product, these were interesting challenges to overcome.

The other challenge of course is finance, since we are currently running on our own steam, though many well-wishers have indicated their interest in providing funds for the venture.

Do you feel you have sufficient experience to take the brand and the company forward?

Absolutely, I wouldn’t have ventured into it if I did not feel confident about it. As far as products are concerned, my experience of knowing the Indian consumers’ taste, even as it changed over the years, will be a great advantage. Moreover, we see the Indian customer is now willing to experiment (and here I am not referring to liquor industry alone) and you cannot get a better time to launch a new product.

How is your product different from those in the market place especially in terms of quality, taste, colour which are your key strengths?

Legion Premium Whisky is an exceptionally balanced blend of Highland and Islay Malts and the taste is not something you will find in any of the regular Indian whiskies. We were clear we wanted to create a product for the discerning consumer, and the initial feedback has been extremely positive. If you talk of the colour, too, Legion stands out with a strong golden-brown hue which is often seen only in leading Scotch brands.

What are your immediate goals for the company?

We would like to establish Legion Premium Whisky as the best in segment blended whisky in the country. Currently we are now in Goa, and before the end of the financial year we would like to roll it out to couple of other key markets too.

Do you see your branching into other segments of IMFL like Rum, Brandy, Vodka and Gin?

Well, the obvious answer is ‘yes’. However, we would like to take it slowly and look at a few niche segments and therefore we will not be looking at a spectrum of products for the immediate future.

Are you looking at a pan India distribution?

Yes, absolutely. Again, we want to play it step-by-step and make sure we do justice in the markets we step into.

SCAM: Be Honest. Drink it. Don’t do it.

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Launched in Chandigarh, the promoters of SCAM Beer are confident of its success.

Trying to create its own path, SCAM would like to create an unique beer brand and would like to achieve its ultimate goal of spreading excitement and positivity around the brand. In an industry dominated by major multinationals brands, SCAM seeks to create a niche for itself.

The vision of this refreshingly modern brand is backed up by the team behind it. Sugliq Global Pvt. Ltd. is promoted by Chairman Sanjay Lamba with other three Directors Paramjit Singh, Amardeep Singh and Baljinder Kashyap, who are trailblazers in their fields and form the backbone of SCAM, bringing forward a breathtaking new experience through it.

The promoters also shared some interesting figures related to beer consumption in North Indian states. While Punjab has 40 lac cases consumption per annum, Haryana consumes 100 lac cases every year. Chandigarh with 12 lac cases per annum is growing . Delhi has a consumption of 150 Lac Cases every year and HP 12 lac cases per annum. These states are growing at around 15% per annum.

We spoke to the management in detail. Excerpts of the interview.

What is the rationale behind the launch of SCAM?

Sanjay Lamba: Through the creation and launch of SCAM we are bringing something to the market which hasn’t been done before. We wanted to break the generic and monotonous ideas. And by thinking outside the box, the concept behind SCAM was born. The product is refreshing modern and unique in its content, in terms of taste and design. It holds so much character and depth which caters to the consumer who wants something more than a run-of-the-mill. SCAM does just that and raises the bar with its brilliant concept, proving the consumer with a stellar product.

How do you plan to leverage the positives behind the name, the all caps and the can design?

Sanjay Lamba: Every single design motif was carefully curated for SCAM. Every element represents and voices something about what the brand stands for and what it brings to the table. The name, SCAM in itself is multilayered. We wanted to reappropriate the term and make it unique to ourselves and redefine what it stands for. We extracted the rebellious and curious elements from it and showcased it through SCAM. It’s is now symbolic for rebellious side that exists in all of us along with honesty, creating the perfect balance and harmony.

The designs on the can echo that sentiment and ideology. It features the logo written in graffiti spray-painted font, an act of rebellion. The raising of the hands are symbolic of the youth generation uniting together for a single cause, their strength in numbers and unique personalities. Above all, by having SCAM in all caps, we want this message to reach the masses loud and clear for all to hear.

Do you own your brewery? What is your production capacity? Do you plan to have bottle packaging in 650ml and 330ml size?

Amardeep Singh: We have outsourced the production capacity and availability of capacity shall not be an issue. We shall be launching bottles in the sizes of 330ml and 650ml very soon. What is your pricing strategy for SCAM beer? Paramjit Singh: We are pricing SCAM in the premium segment. Our priority shall be to build consumer franchise through aspirational marketing and build volume on a strong foundation.

Which states do you plan to launch SCAM and is there a timeframe for an All India launch?

Baljinder Kashya: We have already launched in the states of Punjab and Haryana and shall be launching in Chandigarh, UP and Delhi very soon. Our plans are to have a national presence in 2 years time.

What is your impressions of the Indian beer market and what kind of market share are you targetting?

Paramjit Singh: The states, we are targetting in the beginning, are short of supplies and always demand driven. There is always a consumer for quality product. Our first priority is to connect with our target audience and bridge the gap between demand and supply. Market share is just a number. We believe in chasing value and not volume alone.

What is your target audience? Have you plans to broad base your target audience?

Sanjay Lamba : Our target audience are the ones who don’t believe in doing scam but drinking it. They are the ones who don’t want to follow the status quo and aren’t afraid of make their own paths and journeys. They are the trendsetters and influencers, wanting to make a positive impact on the world around them. They radiate exuberance everywhere they go, which makes SCAM, curious and bubbly the perfect companion.

Amara Breweries – Broadening its Horizons

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In what is seen as a a partnership that formed Amara Breweries, the newly registered company is making an impact in the growing Indian Alcobev Industry. A partnership between Mr. Arvind Singla of the Singla Group and Mr. Hirdesh Chopra, the latest entrant into the Indian liquor industry, Amara was incorporated in June 2019 as the newest member of the Singla Group. Based out of Chandigarh, Amara is quickly making its presence felt in the Indian liquor industry.

The Singla Group was amongst the earliest pioneers in the Indian alcohol industry. From humble beginnings in pre-independence India, the Group today boasts of a rich legacy and heritage that only a handful of business houses can claim. With an operational history dating back over 70 years, the Group has not just kept pace with the changing times, but has moved smartly .

Today, the Singla Group comprises of three IMFL bottling units, 15 wholesale and over 800 retail vends across Punjab and Chandigarh. At the helm of the business is Mr. Arvind Singla, the Group’s leading light and current Managing Director, says the Singla Group’s total turnover is to the tune of approx. `1500 crores and apart from liquor, the Group’s varied business interests include hospitality, mining and C&F for multinational B.I.O.

Mr. Arvind Singla has ambitious plans for the Singla Group. He actively runs his decades old family business with a keen eye on future growth. A man of few words, he says the secret to his success is to work hard and an open mind to the changing business environment, markets, and consumers that help him take the best decisions for his company. Mr Singla admits his strength lies in prudent financial planning, treasury management, compliance and internal controls.

“We have seen the business evolve and change over the years. As it has changed, we have adapted with it. We rapidly implement reforms inside and outside the Group. We are cognizant that ultimately, the customer is the king. Our policies as a company have always evolved to work for the highest benefit of our consumers. And we have done this with our heads held high and an unwavering commitment to grow and expand the business,” says Singla

A quick look at Mr. Hirdesh Chopra’s credentials reveal an impressive professional background. For more than 30 years, he has held prestigious leadership positions at India’s top IMFL companies. Amara Breweries is well on its way to realise the lofty ambitions it has set for itself.

“Amara Breweries is the newest entrant in the Indian liquor industry. But the standards we have set for ourselves are at par or even better than leading international brands. In all areas of our operations, we will lead with industry’s best practises, be it in manufacturing, sourcing, product consistency and quality, packaging, distribution or marketing, Amara Breweries aims to be the best amongst the best,” says Mr. Hirdesh Chopra, Director, Amara Breweries.

Rise of the next generation

The stalwarts may hold the reins to the fortunes of Amara Breweries, but the next generation is not far behind. Mr. Hirdesh Chopra firmly believes in grooming and nurturing the next generation of entrepreneurs to take their vision forward. One of the young stars in Amara’s management is Mr. Ish Chopra, an architect by training, and in the liquor business by passion. Despite being new to the industry, Ish says he has gained insights into the liquor business, from his father Mr. Hirdesh Chopra’s long experience in the liquor industry.

“I think the trend to create and market beers in niche variants has been well accepted in india. However, one should not ignore the opportunity to produce and promote a balanced, well-carbonated, high quality and interestingly packaged beer for the mass markets.” Ish Chopra, Head, Business Development, Amara Breweries.

Ish adds that the gradual shift towards modest drinking amongst all age groups and a social, healthier lifestyle will prove a boost to the beer industry. The industry is currently growing at a healthy double digit rate in India. Ish has set ambitious goals for the future of his products. He believes that even though these goals seem lofty, they are very much achievable with the right strategy, planning, and flawless execution of that strategy.

This is amongst the biggest state-of-the-art bottling plants in India today with a current capacity of eight lakh cases per month of bottled and canned beer, with an extended capacity of 12 Lakh cases per month. Set up with the latest brewing, processing and bottling machinery from Germany and Italy.

Ginsberg – The Premium Strong Beer

The brand is currently being brewed and shipped out from Amara’s first brewery. Going by the name of Ginsberg, this strong yet smooth beer is produced using 100% Argentinian 2 Row Malts and the finest imported hops and yeasts from Europe. Amara claims that Ginsberg is the smoothest beer in the strong beer category in its price range.

Not just in production, Ginsberg will be aggressively marketed as well. The brand is drawing up plans to establish an imposing presence in the pubs and bars segment with kegs and draught beer product extensions. Currently available in Punjab, Haryana, Chandigarh and U.P., Ginsberg will be available all over north India within the next 6 months have a pan India presence within 1 year. After establishing a national presence, Ginsberg plans to export to international markets as well. The company says that talks are already underway in key markets like the US, Europe and Australia.

Closer at home, Ginsberg will soon announce a known face from Bollywood as a Brand Ambassador to help its marketing efforts. The brand is already active on Social Media and will be rolling out a pan India marketing initiative in the very near future.

In an interview Mr. Arvind Singla, provides insights about the company’s game plan.

What was the rationale behind the company’s brewery project? What is the overall project cost?

Beer is one of the largest consumer categories in India around $7 billion in market size. It is also one of the fastest growing consumer categories, growing at double digit CAGR for the last 10 years.

People are shifting to modest drinking and beer being one of the most recession resilient industries in the market, with market growing at a pace of 10-12% each year in India.

Considering the large consumer base and the modest consumption of 5 litre per capita compared to regional average of 20.9 litre and 110 litres in developed countries, we look at the huge scope in the growth of beer across India with a big chunk of young population with high disposable income. Considering this, we are confident, so we have planned to set up a world class brewery.

Mr. Arvind Singla and Mr. Hirdesh Chopra

What are the important features of your greenfield project brewery?

Strategic location- within the heart of Punjab: 25 kms from Haryana; 45 kms Chandigarh; 200 kms from Delhi/UP and Rajasthan, 150 km from Uttrakhand and 75kms from Himachal Pradesh. This will make logistics cost very economical.

As the brewing industry is a heavy water consumption industry and the country is facing the ground water shortages across the nation, we are the only company using canal water, which is supposed to be the purest form of water source for any type of liquor with permission from the Punjab government. The water is coming from uphills, having a lot of minerals and the canal is full of water across the year.

What is the capacity of the brewery and what are the expansion plans for the future? Will excess capacity be offered for contract manufacturing?

Current capacity is 0.8 million cases per annum. Expansion is possible upto 1.3 million cases per annum as per existing design plan. Yes, we already are in talks with multi nationals for tie ups for current capacity and future capacity

Which states do you plan to initially distribute your brands? When do you plan to go pan India?

We have opened markets for Punjab, Haryana, Chandigarh, Uttar Pradesh and we plan to open markets for Delhi and Rajasthan soon. We aim to go Pan India in the financial year 2020-21.

What are the major features that will make your product stand out in the crowded market place?

In times of craft beers and light beers buzzing the market and being promoted tremendously well, somewhere the original identity of a rich in taste and a smooth STRONG BEER was lost.

Through our brands Ginsberg and Hophead, we plan to revolutionise the industry with a strong beer which is as smooth possible.The product is also reasonably priced.

Strong beer still has the biggest share in the country as compared to its other variants.

Ish Chopra

What are your immediate targets for your beer brands and what marketing initiatives have you lined-up to meet your targets?

Immediate targets are to make our brand establish itself in the market and prove the industry that we are here to last long.

This is only possible by using best quality raw material to ensure smoothness in a strong variant that our consumers will like. We are importing two row barley from Argentina.

We have hired one of the best and biggest marketing agency for our promotions and branding and that will be visible both online and offline in the next one month in all states where we are operational.

Do you plan to have a strong beer, canned beer and any plans for craft beers?

We are already producing strong beer in two variants Ginsberg and Hophead which are creating a boom in the market.

We also plan to introduce a lighter craft beer segment in late October. We have huge plans for the latter product which I hope to share when it is really close to launch.

What major challenges do you foresee in the beer industry?

We are new in the brewery business, but not new in the alcobev industry. Our philosophy and understanding of the market is that the consumer should get the right product at the right price. Our belief is that the consumer deserves the best of every penny he/she spends for the product.

Also considering the market trend, if we talk state wise, there is a shortfall in supply of beer in the season time and hence we believe with our future expansion prospects, not only in the state of Punjab, but across the nation and overseas, we would overcome this challenge in the years to come.

Beer being a volume game, will you plan for a brewery elsewhere in India?

Yes, as we plan to open markets down South, West and East, where we would be going both for our own plants and bottling arrangements in the respective states.

Arundeep looks at Brew Pubs to be a game changer

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After successfully being a promoter, that launched Rock & Storm Distilleries is now branching out to start Brew Pubs under the brand name “The Brew Estate” across the country. Arundeep Singla, from Sunam in Punjab, who had launched Rock & Storm Distilleries in 2015 with a clutch of regular, prestige and premium segment beverage alcohol brands, is now onto his second venture establishing the largest chain of brew-pubs in the country under the banner of The Brew Estate. Arun prides himself in the innovative flavours of freshly brewed beer ingredients for which he imports from Germany and UK. Currently, The Brew Estate Network consists of 7 outlets across Punjab, Haryana and Himachal Pradesh, soon to be followed by other markets in the North, West and Southern regions of the country.

The venture is self funded till now. Given the market opportunity and success rate of The Brew Pub since its first launch in 2016 in Chandigarh, Arun is upbeat about attracting investors to fund his expansion.

Arun is the first generation entrepreneur in the beverage alcohol industry. His education in Australia was also instrumental in his entry into the liquor business with special interest in craft beer. Arun is an avid traveller to world brew pub markets to learn and imbibe global best practices in consumer engagement by some of the top leading craft beer brands and brew pubs.

In an interview with Ambrosia, he unveils his plans

What makes you so bullish about brew pubs?

The abundant opportunity in India both in metro and non metro cities for innovative, out of home drinkng experiences will fuel the growth of brew pubs.

What is your impression of the beer market and in particular the emerging craft beer market?

Industry and consumers need to understand craft beer – that which is artisanal, not bulk or mass. Today beer sold in bottles is called craft beer, something that defeats the purpose of introducing craft spirits. Artisanal beer is the future of the spirits industry on the innovation parameter. Large established players in the beer space have little headroom in this category. The consumer for artisanal beers is looking at reinventing his palate experience with beer every few months. Brew pubs like The Brew Estate who have introduced 60-80 flavours in the last three years, are uniquely poised to create a loyal base of consumers purely with the ability to innovate, taste, quality and the whole fine dining experience.

What is the type of pub grub would you like to pair with craft beer?

Fusion cuisine that brings out international varieties with local nuances.

What is the response to the current outlets you have?

Consumers have great brand recall and affinity for The Brew Estate for its ambience, innovation and experience. Brew pub is an evolving category. Consumers are evolving too. Regional variations from North to South need to be factored in when introducing new flavours. The Brew Estate can claim the fastest expansion in the brew pub category compared to any other player. This is a validation of consumer confidence in our brand.  

What is the current ratio of F&B in your outlets?

60/40 ratio for beverages to food. What is the kind of investment you have made in brew pub and expected for your expansion? Currently self funded, we are looking at an investiment of USD 8-10 million for the next phase of expansion.

How is the return on investment in brew houses looking at the competition in cities like Gurgaon and Bangalore? And how will you be different than others?

We have been able to control costs so far as we have stayed away from big cities. Our flavor innovations will drive footfalls and ease out cost pressures when we launch in other markets especially metros.

How many outlets you are looking for in another five years from now?

We are targeting to launch 30 outlets in three years.

Grover Zampa Vineyard emerges as frontrunner in the Indian wine industry

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In an interview with Ambrosia, Mr. Vivek Chandramohan, Chief Executive Officer, Grover Zampa Vineyards, outlines the company’s strategic plans.

What is the status of Grover Zampa Vineyards post the acquisition? What is the rationale behind the purchase of Four Seasons Wines, Charosa Vineyards and Myra Vineyards?

With the addition of Four Seasons, Charosa and Myra, we aim to expand into a multi-brand lifestyle label with wine being at the core of our business. We are looking to widen the portfolio and offer more varietals that resonate with the millennials and new age wine drinkers. This will also lead to an increased focus on wine tourism with better amenities being offered to patrons at the vineyards, thereby consolidating the position as a market leader in the country.

The wine industry has been on a positive growth trajectory for the past few years, with growing interest from varying consumers to better understand and experience the beverage. This has opened up the pathway to expand and reach out to these very consumers through various touch-points – an insight which has significantly dictated our association with Four Seasons, Charosa and Myra.

Will there be any new wines from Grover Zampa or the focus will be on consolidation?

We have fortified our capacities and capabilities with inclusion of new technologies and we will continue to innovate and introduce new wines tailored of international standard. Every winery will have a different focus.

What price range will you be focusing on given that you now have a broader portfolio?

Focus has always been and will always be on selling premium wines which are priced at `650 and above. At Grover, our soul has always been about quality and so, we have invested heavily on sub-surface irrigation. This system allows for the plant to root deeper thereby aiding in quicker rooting in what typically would otherwise take decades by generic evolution.

We have also invested in drones and sensor technologies. The sensors will detect water stress and then the sub surface irrigation system will only give the plant water when it needs it. Research has shown us that this method dramatically improves the lifespan of the Vine as also much improves the quality of grape. Also, when you have extensive acreage of vineyards, it becomes nearly impossible to go through every square feet of the vineyard and check for disease. Here is where we have drones that fly over quickly and aerially detect the disease, if any, and administer medication quickly thus saving us millions in terms of crop value. While we have spent a lot on new technologies, our wines will be also priced at `5000 and above which will be sold exclusively.

Do you see a change in the packaging especially in the wines of the newly acquired wineries?

Immediately we will only enhance the packaging but it will not change anything as of now. We will continue with what we have in Charosa but might enhance the packaging of Four Seasons .

What sort of targets have you set for wine exports?

We now export to 28 countries; 8 new countries have been added this year. Our biggest market is France. A significant quantity of our La Reserve, Art Collection Rose` & Art Collection Cabernet Shiraz go into France. Our second largest export market is Japan. US is showing strong growth this year, UK a little slow, but we have made strong inroads into Europe this year. We have made our foray into the Nordic world, Finland, and Norway, which are monopolies, from where we have got quick and large repeat orders. These monopolies will never give you repeat orders unless they have sold the wines. This shows strong acceptance of our wines in these regions. 20% of sales are exports currently.

This year, we should close with circa 260,000 cases. Much of our expansion has come because of the growth that we have secured in the Indian market. Yes, our exports have also grown. We will most likely close at 20,000 cases this year out of the 260,000 cases.

Grover Zampa Vineyards bags most prestigious honours

Grover Zampa Vineyards, India’s oldest and leading fine wine producer and exporter, have added yet another feather to their victory cap by bagging 13 coveted honours at the recent Indian Wine Awards, 2018. An initiative powered by Sonal Holland, India’s first and only Master of Wine and Founder-Director of SoHo Wine Club. Indian Wine Awards is a world-class competition, that rewards, recognises and celebrates the best of wines available in the Indian market, both domestic and international.

The second edition of the revered awards was held on 29th September, 2018, at The Leela Mumbai. Undeniably the one-stop guide for Indian consumers to purchase wines, the ceremony marks the unison of dignified luminaries of the food and beverage industry, who come together to identify and award Indian wines for their palatable distinctiveness. Amongst the distinguishable accolades, Grover Zampa was awarded ‘Best Red Wine Indian’ for its Chene Grande Reserve 2015 and ‘Best Sparkling Wine Indian’ for its Soirée Brut Rosé 2015. It’s varietal, Soirée Brut 2015 won the Best Food & Wine pairing with Malvani Fish Fry. The brand’s other labels such as Art Collection, VA Reserve Collection, La Reserve, amongst others, earned discernible medals, further verifying Grover Zampa’s commitment to producing only superlative and high quality wines.

Elated with the wins, Vivek Chandramohan, CEO, Grover Zampa Vineyards opined, “We take pride in the toil and passion that form key ingredients of the wines being produced here at Grover Zampa Vineyards. The acknowledgment and awards won at the Indian Wine Awards, 2018, redefine the brand’s unwavering fortitude and zeal to please patrons with the best in wine always. These wins not only re-instil our faith in our capabilities and commitment, but also motivate us further to set newer benchmarks.”  

Wine

Trophy / Medal

Chene Grande Reserve 2015

Best Red Wine Indian

Soirée Brut Rosé 2015

Best Sparkling Wine Indian

Soirée Brut 2015

Trophy Winner of the Food & Wine Pairing Competition

Zampa Soirée Brut Magnifique 2016

Gold

Vijay Amritraj Reserve Collection White 2017

Gold

Vijay Amritraj Reserve Collection Red 2015

Gold

Art Collection Sauvignon Blanc 2018

Gold

Art Collection Viognier 2018

Gold

La Reserve Red 2016

Gold

Soirée Brut 2015

Silver

Art Collection Chenin Blanc 2017

Silver

Art Collection Shiraz Rosé 2018

Silver

Art Collection Cabernet Shiraz 2017

Silver

Sparta – VSOP French brandy is the next need-to-have bottle for your home bar!

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KALS Group, Southern India’s alcobev company announced the launch of Sparta – India’s most admired premium grape brandy.

Sparta is an authentic French VSOP brandy that has native elements of authentic French grapes from Cognac Region, which is matured to the tune of 3+ years.

The high-spirited growth of KALS

Deriving its name from ancient Greece – A city in the southern Peloponnese in Greece, capital of the department of Laconia; population 14,400 (est. 2009). It was a powerful city state in the 5th century BC, defeating its rival Athens in the Peloponnesian War to become the leading city of Greece, Sparta embodies the exceptional French style of making heritage and the expertise. Sparta is known for its winning spirit and Sparta of KALS is expected to be the curtain raiser for well-informed connoisseurs!

Sparta is made from carefully selected grapes from the best Indian vineyards which are then double distilled in small batches using traditional French alembic pot stills, to produce a liquor of exceptional smoothness and character.

Sparta is a modern take on a French classic using some of the best southern French grapes, copper pot stills for distillation, and French oak barrels for maturation, all under the direction of Master Distiller. The result is a very special blend with honey blended caramel notes of fresh fruit, vanilla, and a hint of the oak. The brandy can be enjoyed on the rocks or to add some flavour to a signature cocktail.

SPARTA- UNIQUE VALUE PROPOSITION

Sparta is the first authentic french-style brandy to be 100% made from grapes of Cognac region. Nothing else and nothing less then the timeless savoir faire of french double distillation making. since it uses grapes only from the best vineyards of France, Sparta is the first to reveal such an aromatic intensity. Unlike others, it relies on the time-honoured savoir faire of brandy making in small alembic copper pot stills. It is then aged in oak barrels and carefully blended by the cellar master. with its subtle gold colour, Sparta is the perfect harmony of mature and intense aromas. Discover its delicate notes of summer fruits and vanilla coming from the oak barrels. On the palate, its texture is as smooth as silk.

Enjoy it neat, on ice or with your favourite mixer.

Sparta is aged in small French oak barrels under the supervision of French Master Blender imparting a smooth and distinctive taste, exceptional aromas and a complex character of a cognac – style brandy with a long finish. Keeping up with the tradition of French Cognac making, the master blender has developed a unique recipe guaranteeing excellence in every drop.

Chairman & Managing Director Mr. Vasudevan S of KALS Group said, “With this launch KALS takes its aggressive step into the world of spirits with a superbly crafted high end offering. We are confident that Sparta will win accolades and significantly raise the bar for brandy making in India. Sparta is India‘s first handcrafted cognac derivative – style brandy for connoisseurs – from the House of KALS.”

Sparta comes in premium packaging and bottle design inspired from the Mid-19th century with a transparent gold labels that shines & scintillates to captivate the eyes of consumer- Sparta a style known as ‘standard fifth’ or ‘lettered brandy’ with embossing. Sparta will be available initially in three SKUs of 750 ml, 375 ml and 180 ml.

According to Uppiliappan G, CEO, KAL, Sparta is priced at `640 in the Tamil Nadu market. For KALs MGM Brandy is the closest in comparison. However, Sparta is rolled-out in all southern states and expected volumes will be 30,000 cases per month initially, says Uppiliappan.

Pernod Ricard poised to dominate Indian market

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Guillaume Girard-Reydet, Managing Director, Pernod Ricard India, shares his vision of the company in a volatile Indian market which is punctuated with disruptions.

How would you rate Pernod Ricard’s performance this year?

Long term strategic outlook and consistent implementation has enabled us to deliver a significant improvement in business performance. In India, after the set back on the back of demonetisation and the highway ban, we are now back on track with double digit growth. As we focus on delivering high quality brands, all our leading brands continue to post double digit growth and consolidate their market positions.

What is the secret of your success with 100 Pipers?

Bottled in India Scotch is one of the most active and competitive category in India, with new entrants launching brands every year and investing heavily in retail and media. With an amazing taste, consistent communication of its distinctive brand positioning and brand expression of “Be Remembered for Good”, 100 Pipers has been leading the scotch category for close to a decade, leaving the nearest competitor at less than half its size.

How has Pernod Ricard maintained its profitability over the years despite the disruptions in the liquor industry?

Premiumisation is a firmly entrenched trend cutting across price points, flavours and categories. We expect this trend to continue strongly in the foreseeable future, due to a positive long-term demographic and socio-economic trends led by a young and growing consumer population, rising middle and affluent class and increasing purchasing power, rapid urbanisation, and rise in women consumption.
The bouncing back of categories that we operate in due to the above and the growth was led by PRI brands as category leaders, across all segments both in our domestic and international portfolio.
Broadly, the intent is to cater to every consumption opportunity with our expansive portfolio and drive premiumisation. With brands like Royal Stag, Blenders Pride, 100 Pipers, Jameson, Chivas Regal, The Glenlivet, our constant endeavor is to offer brands with purpose and values of authenticity, legacy and craftsmanship. We also expect that responsible consumption continue to rise with consumers enjoying, the best convivial relationships with the best brands from the PRI.

There is a huge potential for blended brandy made with pure grape brandy and Pernod Ricard being a French company, it is best poised to be a dominant player in this segment. What plans have you outlined for this vertical?

Our expertise in the group with our strong knowledge on grapes within our portfolio specially cognac Martell, our wineries in Australia Jacob s Creek and Spain Campo Viejo and also our Indian wine Indiosa coupled with the blended brandy opportunity in India, is definitely a category which has potential, but it’s still to be evaluated. But we would be more focussed on the consumer value.

With gin becoming a potential promising market and India could produce good gins, what are the company plans for this segment?

Looking at the resurgence in gins and growing conversation around this versatile white spirit, we introduced Monkey 47 in the ultra-prestige gin category early this year. We have two beautiful gins in our portfolio, Beefeater the only gin distilled in London and Monkey 47 our craft gin from Black Forest. Definitely, I do agree that we are the country of flavours and spices and therefore I am sure that the whole industry is looking at us how to bring live our expertise.

Which are your thrust areas in the next three years?

With economic growth, extensive globalization and social media proliferation, Indian-made spirits are finding their space in the global markets. I would say 1. Growing our Indian portfolio 2. Consolidating leadership with International Brands and 3. Developing new areas in sync with consumer needs would be our focus and thrust areas. Our Seagram’s brands such as Blenders Pride, Imperial Blue, Royal Stag are present in over 37 countries, and have received great response. We have witnessed double-digit growth in our exports in the last fiscal year. Being optimistic, I am very confident that our industry will grow and the premiumisation trend will lead our industry. To address our consumers needs in their different moment of consumptions, our entire portfolio of international brands spanning across Scotch whiskies such as Chivas, Ballantine’s, Malts like The Glenlivet, Aberlour, to Irish whiskey Jameson, Absolut Vodka, gins such as Beefeater and Monkey 47 and Imported Wines – Jacob’s Creek and Campo Viejo remain a key focus for us.

Jagatjit Industries brings disruptive technology with Lost Spirits Technologies

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An award-winning distilled spirits company which uses innovative accelerated ageing technology to manufacture its products will raise the quality of Jagatjit’s IMFL brands at an affordable price. The technology will also be made available to all players in the industry who choose to use it in India.

Roshini Jaiswal, Chief Restructuring Officer (CRO), Jagatjit Industries



Jagatjit Industries Limited (JIL), one of India’s oldest and established Liquor company, engaged in Indian Made Foreign Liquor (IMFL),Country Liquor, Malted Milk Foods, Malt extract and Real Estate, recently announced its proposed partnership and association with Lost Spirits Technologies (LST), USA, an award-winning Los Angeles-based distillery adopting disruptive accelerated ageing technology producing whiskey and rum.

LST is a pioneer and the most successful company to have mastered and demystified the chemistry involved in the barrel ageing of spirits and has been very successful in creating technology which can replicate very high quality accelerated ageing of alcoholic spirits. LST has been widely acknowledged for its use for this disruptive technology which results in replication of a 20 year aged alcoholic spirit in a span of six days producing the same chemical signature and taste.

With this association Jagatjit Industries Limited (JIL) will enhance current product portfolio and launch new products in the premium segment using this technology in the near future. The joint venture will help Jagatjit launch a premium whisky in the next three months and reduce its dependence on imports from Scotland and the high costs associated with barrel-ageing, the company said. The partnership will also allow the technology to be made available to all players in the industry who choose to use it in India. Since India is one of the largest liquor markets in the world, it is JIL’s objective to use this technology to reduce the dependence on imports from Scotland and the prohibitive costs associated with barrel ageing. With this technology JIL will strive towards world class aged and matured alcoholic spirits which will be “Made in India”. It will also further India’s position as a world class whisky hub capable of producing top of the line alcoholic spirits at very competitive price, further reducing import costs and increasing export value.

Talking about the association, Bryan Davis, Founder & Chief Executive Officer of Lost Spirits, said, “India is the world’s largest individual whiskey market. So for Lost Spirits, choosing a technology partner in India was a very important decision. We ultimately chose to work with Jagatjit Industries for a variety of reasons. We were seeking a partner with both the manufacturing and distribution capability to follow through at scale and a management style compatible with our board of directors. We believe we found the right partner in Jagatjit and Ms. Roshini Jaiswal. After working together for the past 18 months, we are delighted to see the project progress and excited to share the forthcoming developments.”

Photo Credit: Laurel Dailey (PRNewsfoto/Lost Spirits Distillery, LLC)



Roshini Jaiswal, Chief Restructuring Officer (CRO) of Jagatjit Industries, said, “Jagatjit Industries has always been a company that has been on the forefront of change and innovation. The founder Late Mr. L.P. Jaiswal was a visionary who set the trend by bringing in path breaking associations to India in the form of his tie-ups with Pepsico, Ovaltine and being the first company to introduce Bottled In India (BII) scotch in the form of Teachers Whisky. True to tradition we are now announcing our association with Bryan and Joanna (co-founders of LST), an association which will allow us to reshape the industry. This partnership between JIL and LST was possible because of the synergy in the vision of Bryan, Joanna and I which has allowed us to work very successfully together in bringing the company to a scalable position in the last 18 months. This is a significant strategy for our future to remain sustainable, designed to strengthen Jagatjit Industries, and to create long-term value for our shareholders and stakeholders across the value chain.”

The move is being described by Roshini, as the last part of the overhaul process she initiated ever since she came on board about five years ago. She has tried to make the management leaner, struck debt-restructuring deals with private equity company KKR and Indiabulls Commercial Credit, strengthened distribution networks and withdrawn from loss-making markets.

Roshini added:“Jagatjit Industries has always been a company that has been on the forefront of change and innovation. True to JIL’s tradition, we are announcing our investment in LST, which will allow us to reshape the global spirits industry. Disruptive technology is the future across all business categories. Uber, AirBnb, Smartphones, Tesla, have clearly demonstrated the impact of innovative technology. The accelerated ageing process developed and patented by LST will revolutionise the global spirits industry. The quality and cost advantages of this technology are unparalleled as compared to its predecessors.”

“Our future with disruptive technology is coming after series of steps that we are taking as a part of our restructuring exercise. The restructuring exercise started with our need to create an asset light, low working capital model at the national level by embracing established and strong partners/associates in every state who would be able to effectively utilise their existing manufacturing and distribution facilities for growth at lower cost. This restructuring has enabled JIL to work on product development, packageing and the new technology for the required push necessary for our state associates. Needless to say this transition has resulted in temporary disruption in sales volumes over the last few seasons.”

Further she pointed out, “Through this investment, we have also entered into an agreement with LST specifically for the Indian market. We will not only use this technology to improve our own product portfolio (and reduce costs at the same time), but will also license this technology to others in India. Further this will also exponentially grow India as an export hub. This is a significant strategy for our future to remain sustainable, designed to strengthen Jagatjit Industries, and to create long-term value for our shareholders and stakeholders across the value chain.”

Jagatjit, set up under the patronage of the Maharaj of Kapurthala and founded by the late L P Jaiswal, will use the technology to make the product in its distilleries. The move comes at a time when legacy Indian spirits makers such as Mohan Meakin, House of Khoday and Jagatjit have been struggling to cope with the stiff competition from the larger multinationals and seen their market share dwindle. While Jagatjit did not specify the nature of the whisky it intends to make, Meakin and Khoday have launched single malts in the last few months.
  • This technology was granted patent in the USA in the year 2017.
  • This breakthrough technology has earned LST encomiums in the form of:
  • Liquid Gold Award- Jim Murray Whisky Bible ( top 5% of Whisky)
  • Best World Whisky in Dominic Rioskrow’s Wizards of whisky
  • Best in Class for oven proof rum at the Miami Rum Renaissance
  • Favorable reviews in Whisky Advocate Magazine
  • Nominated for Craft Distillery of the Year in Whisky Magazine
  • Best in Class for super premium rum from the Spirits Business UK