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.

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.

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.”



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

Tito’s hand made vodka has become a successful brand and has catapulted its founder Bert Beveridge into the Forbes top 400 richest men in the world. John McDonnell, Managing Director International, Fifth Generation Inc, shares some of the reasons the brand has become a sensation.

In 1995, Bert “Tito” Beveridge launched Tito’s handmade vodka with a philosophy “I was raised that if you are going to do something, do it right, do it better than anyone else, and charge a reasonable price.” -Tito. His philosophy has paid handsome dividends and it’s worth billions now, with $190 million in sales already and around 58 million bottles sold in 2017. To put it simply, in a 52-week year, means more than 1 million bottles of Tito’s being sold per week.

Tito’s Handmade Vodka is America’s Original Craft Vodka. It obtained the first legal permit given to one person to distill in Texas and created Tito’s Handmade Vodka. Says McDonnell, we batch distill our corn-based vodka using old-fashioned pot stills and the vodka is naturally Gluten-Free. Tito’s Handmade Vodka is distilled and bottled by Fifth Generation Inc. in Austin, Texas on the very same land where the whole venture started. Mr. McDonnell has been leading the spectacular global expansion for Tito’a Handmade Vodka – growing it in just two years from only a few international locations to 125 countries today, India being one of them. Considered as a man with a golden touch, John McDonnell, in his eight years at the helm of The Patrón Spirits Company aided tenfold increase in sales of Patron and the brand exploded in travel retail.

Vivek Chandramohan, Chief Executive Officer, Grover Zampa Vineyards, outlines the company plans as it expands in India and internationally.

   

What are the new developments happening at Grover Zampa?

We have fortified our capacities and we will continue to innovate and introduce new wines tailored to suit the Indian palate. Also, in the offing is investment on new land to build a state-of-the-art Winery in Bangalore. We have also expanded our international footprint by venturing into newer markets and are exploring newer opportunities. For starters, the recent investment by Grover Zampa’s stakeholders of Chateau d’Etroyes is a matter of great pride for us. We are the first Indian winery to have claimed stake at a French winery, situated in the very heart of France – Burgundy. Our unison aims to bring together the best of both the regions, by combining Burgundy’s traditions of winemaking with India’s fresh wine making approach and unique terroir. With this alliance, we hope to help Indian wine aficionados discover the elegance and sophistication of burgundies while allowing the transfer of knowledge between the nations for their mutual benefit. Furthermore, owing to quality of our wines and our incessant efforts to create unparalleled experiences, we are now associated with Alain Ducasse au Plaza Athénée, a Michelin 3-star restaurant in Paris along with many other Michelin-starred restaurants around the world. In terms of distribution, we are already exported to 22 plus countries and are working vehemently to increase this number.

Is there any new philosophy used for the production of wines?

Our wineries are operated by qualified winemaker Mathias Pelissard with expert consultation given by Michel Rolland and his team and Simon Robertson renowned viticulturist. The philosophy of production of wines in the vineyard remains very focused on adapting and fine tuning each wine during the growing season. We ensure that there is a rigid temperature control for both heating and cooling during all phases of grape processing, wine production and storage. The prime importance is given to the vineyard site. Its location, climate, soil, aspect, drainage, air movement, fog, row direction, training methods and most important the vineyardist’s desire to create quality fruit to make wines which are true reflection of their grape varietal and terroir. Broadly speaking here are the basic steps for making a wine: Harvest the grapes; Crush the grapes; Ferment the grapes into wine; Age the wine and Bottle the wine. During harvesting white grapes are usually picked first followed by red varietals. At Grover Zampa Vineyards, they are hand harvested rather than harvested by a machine. At the next stage, they are hand sorted on sorting tables to ensure we use the best grapes and then destemmed and lightly crushed by a machine. At this stage, the grapes for white wine (most frequently white grapes) are crushed by a press and the juice extracted leaving behind the skin. The juice is then put into tanks to allow the sediment to settle and then racked which means that the sediment is left behind and they are put into a new tank for fermentation. For red wine, after the red grapes are lightly crushed and destemmed they go straight into the tank for fermentation with skins included, which are instrumental in giving red wines their colour, tannins and richer flavour. Yeast is added in the tank for both red and white wines to allow fermentation to take place. Red wines are racked i.e. sedimentation removed after the fermentation has taken place. In terms of ageing the wine, there are multiple options. They can be aged for months or years and can be aged in stainless steel tanks or in a variety of different barrels e.g. French oak, American oak, used, toasted etc. The way that they are aged imparts different flavours to the wine.Once they have been aged, they are bottled. At Grover Zampa, the grapes are processed in a cooling room. We have controlled cellars equipped with modern resources such as temperature controlled tanks and our own bottling lines. This ensures that the quality remains uncompromised throughout the winemaking process. Winemaking is done in different tanks according to the different kinds of grape and the plot of land where the grape has come from in order to respect the specificity of each terroir. Most of the wine processing equipment and tanks are imported, mainly from Italy, which is known for being one of the best manufacturers of stainless steel cellar equipment.

How are the wines faring in the export market?

We have wines of various quality, styles and price points to satisfy the diverse demands of the Indian and International patrons of our wines. Our vision has always been to be known as the finest winemaker of India, which is translated into the efficacious wine making processes undertaken by us to ensure that our wines are always of top quality. Currently, our wines are exported to over 22 countries with the biggest markets being France, Japan, USA, Germany and UK. As a result of this commitment to quality, Grover Zampa Vineyards won 111 international grand awards for 13 wines, from 7 competitions, across 3 continents. In 2017 alone, Grover Zampa Vineyards won 21 awards at many prestigious events including the Decanter Asia Wine & Spirits Awards and the Hong Kong International Wines and Spirits Fair.

What is the total production premium wine per annum?

Grover Zampa has seen a tremendous growth in super premium and premium wines as people trade up within the category. This is a trend consistent with other alcohol categories where, for example in whisky, single malts have been seeing much higher growth then their cheaper blended counterparts. Super premium wines (wines priced at around `2000 and above) have seen around a 45% growth rate in the last year alone and continue to grow at a higher pace this year. The volume of premium wine in India currently stands at around 25 million bottles according to IWSR data (2015-2016), with Indian wine making up 75% of this volume although imported wines are gaining share. Within this category red wine dominates making up over 60% of the volume sold – being more suited to the rich and aromatic Indian cuisine. Unlike other alcohol categories, wine is bought equally by men and women, perhaps as a result of the widely held belief that wine is a healthier and more sophisticated option to other beverages. And contrary to popular belief the 25-34 age group are picking up wine as frequently as other age groups – again perhaps the result of wine’s prominence in popular culture. As of now, Premium wine is seeing good growth rates of around 10%, the highest growth of any alcohol category, but there are huge opportunities to increase this even further by exposing a youthful emerging middle class to wine and its many benefits. The total Wine production according to ASSOCHAM has reached 21 million litres from 17 million litres.

How do you view the Indian market’s prospects?

The wine industry in India has witnessed an upward progression in terms of both sales and popularity (between 10 and 15% per year). This growth has been fostered by factors such as the country’s growing affluence and increase in abroad travel that has invariably exposed Indians to the international wine scene. Of this growth, Grover Zampa Vineyards hold a significant share as the second largest winery in India and the most highly regarded brand in terms of qualitative, premium wines. Most recently, there has been a visible spike in growth of super-premium wines in India – those priced at around `2000 and above, as people trade up. According to our statistics, this category has grown by 45% in the last year which is great news for us as we focus mainly on premium wines and have two wines that fit in this category. Chêne Grande Reserve priced at around `1900 and Insignia – our single vineyard wine – which is priced at `6000 for a magnum and is only available to buy at our vineyards or to select private customers. While there was a slow-down last year because of the highway ban, the outlook this year seems robust and should continue on either 15% or higher growth rates overall.

Have you considered getting into brandy?

At this point we will stay with wine production.

What style of wines are most popular in India?

When talking of wines that are most popular I would say that the super premium wines are gaining popularity, rose is seeing growth as well. But when it comes to the growth in sales most of the premium wine sells in the Art Collection range. Prosecco and similar style of wines are also making inroads and growing rapidly in sparkling wine category. Keeping that in mind Grover Zampa will be launching something very unique in the sparkling wine range this year.

After spending decades as the leader of India’s biggest spirit company, Vijay Rekhi is ready for a new innings with an investment in a new company Unibev, a joint venture with Globus Spirits Limited.

 

How was Unibev born and what is the equity structure of the company? Unibev was born out of the striking gap in the premium Indian whiskies market in India that was deluged with me-too products with cosmetic packaging differentiators. Every now and then international research throws up the premiumisation silver lining for the industry that has mostly grown at its belly. But no player including international players in India took up the challenge to create a highly differentiated and aspirational blend. We spotted this opportunity and conceived Unibev Limited as a platform for Premium Spirits offerings. Unibev is a start up in collaboration with Globus Spirits Limited where I have a stake of 10% in the venture.

What kind of investment you are making to develop these brands? And what is the expected gestation period? Investments to meet brand needs for development, placement and promotions are planned for different phases of launch. In Phase -1, Unibev is focused on the Southern Indian States for its whisky and brandy portfolio. We have identified high throughput outlets to ensure quick placement and movement of stocks. Southern Indian launch operations are funded through internal accruals. We hope to sell 100,000 cases by the end of year 1 in the market.

What synergies do you expect to attain from Globus Spirits? Globus Spirits is led by a highly experienced team in the beverage alcohol industry. The company has the largest grain based distillery in India which augurs well for Unibev’s premium brands portfolio. Globus is growing 25% year on year. The company is cash positive. Unibev will draw from Globus financial stability.

Which are the brands that you have launched and do you have more in the pipeline? Also what are the price points of your brands?  In Phase -1 we have launched two Premium Whiskies and one Premium Brandy. Governor’s Reserve infused with 12 YO Scotch in Semi Premium whisky category is priced cross lined to Royal Challenge and Royal Stag Barrel Select. Oakton Barrel Aged whisky infused with 18 YO scotch is priced cross lined to Blenders Pride and Signature Premier. L’Affaire Napoleon Premium Grape Brandy infused with 3 YO French Grape Spirit is priced cross lined to Morpheus and Kyron brands. We will also be launching whiskies with higher aged Scotch shortly. Premium Rum and Premium Vodkas are in the pipeline.

The market is crowded in all the segments, how are your brands different from those in the market place?  IMFL whiskies blended with 12 YO and 18 YO aged Scotch have never before in the history of Indian alcohol industry been offered to the consumers. IMFL Brandy with aged grape spirit is an equally rare phenomena for connoisseurs in India. We have had very encouraging response from retail and consumers wherever we have launched the products.

What is the distribution plan for your brands and when are you likely to be pan India? In Phase -2 we plan expansion in North, East and Western markets in a gradual and calibrated manner. We will look at 2020 window for national distribution.

What are the key objectives/targets for the company? Our vision is to offer aspirational Super Premium and Premium blends and brands cross lined to price and brand leaders in the market place to evolved and responsible consumers. To this end, we will continue to innovate and explore ramping up our portfolio with different IMFL and imported spirits categories

The market is highly regulated as well as competitive, what kind of challenges you are likely to face to push these products? Having insights of the spirits market and regulations, we will be compliant with all that is needed. As far as competition is concerned, in a growing market of Premium Spirits there is enough room for additional premium brands where consumers have a choice. Therefore, we will be in a position to meet challenges from competitors.

Quality is the name of the game for the Accord Group.

With its sales in beer and brandy growing by leaps and bounds, the Chennai based Accord Group of Companies has been bolstering its presence in the alcobev industry in Tamil Nadu. Valued at `10,000 crore (2 billion USD), the group had made its advent with stainless steel and leather, and is expanding its horizons by delving in to education, information technology, reality, health care and hospitality and alcoholic beverages.

Elite Distilleries Private Limited, the company’s foray into the liquor industry, has recorded sales of 7.4 lakh cases per month, along with a 16% market share. “The success of our brands is mainly because of quality,” says PK Das, Group CEO of Chennai based Accord Group. “It has been always the endeavor of the company to give value for money to its consumer. Company has stringent policy and practices to maintain the consistency in the quality of blends, Company believe in spending more money on the blends, (which is actually consumed) than on lavish packing and packaging.

All the premium brands of the company are blended with cognac and imported special spirits.” “In Tamil Nadu, companies get orders each month based on an average of the last three months sales,” Das points out. The company, known for its penchant for brandy, manufactures Indian made foreign spirit near Kanchipuram, with a capacity to manufacture one million cases per month. The company’s forte is its premium brandy brand, Hollandas, which is reportedly a market leader in the economy, coupled with being one of the top brands in Tamil Nadu. Das, who has been in the alcoholic beverages industry for more than two decades, has been instrumental in expanding the business to the union territories of Pondicherry and Goa, besides overseas markets. The company is now set to expand its brands to the neighbouring states of Kerala, Andhra Pradesh and Telengana. It is his concerted efforts that has catapulted Hollandas and the company’s other premium product, Royal Accord, as some of the most sought after liquor brands in Tamil Nadu. The company’s other brands include Age de Oak (Premium), Missionary Monk, Royal Accord Gold, Blender Magic, King Nap, Accord French, Wonderland, Accord No. 1, and Evening Walker. This liquor unit’s turnover is about `18 billion (USD 280 millions), reportedly one of the most profitable liquor units of Tamil Nadu. The distillery is valued at `700 crore (USD 1.1 million). The group has also recently purchased a liquor unit styled Fortune Distillers and Vintners Private Limited in Goa in order to sell liquor to Kerala, Puducherry, Andhra, Telengana, Orissa, besides the local sales. This unit is exporting liquor and is also licensed to manufacture wine, which will be taken up shortly. Tamil Nadu marks a sale of 45 lakh cases every month, marking its presence as one of the major markets for liquor companies. The sales volume for these companies, according to sources in TASMAC, have gone up by eight per cent as against last year. However, overall market has remained flat for most of the companies except Elite, SNJ and KALS. The growth by TASMAC is due to increase in prices and increase in rental of the shops. While most companies have capacity constraints, especially older distilleries, Elite, SNJ and KALS are underutilized. After taking over the Imperial of Coimbatore, KALS has excess capacity in beer as well as liquor. TASMAC procures Indian made foreign spirits, beer and wine from 11 IMFS manufacturing units, seven beer making plants, and one winery functioning across the state. Currently, TASMAC has 5700 retail vending shops depending on these breweries and distilleries. The beer industry in Chennai has shown a growth of almost 60% in sales in 2018 as against 2017, from 19.5 lakh cases to a whopping 30.8 lakh cases. Of this, strong beer constitutes 88%, and 12% of light beer is available across the 5,700-odd outlets in the state. So, it only follows that the company’s ripples in sales are not limited to brandy alone. AM Breweries, also owned by the group, is a 300 HL automatic brewery, complete with modern technology that has been installed from Meura of Belgium. It was further integrated into a full process house primarily with Ziemann Technology of Germany, and modified to Indian requirements by Praj Industries of India. Armed with a market share of 11% in Tamil Nadu, it has been growing at 20% rate year on year. Out of AM Breweries’ market share of 11% in Beer in Tamil Nadu, 6% is its own beer and the rest 5% is of Elephant, the brand owned by Carlsberg for which the group has been bottling in Tamil Nadu. Of late, they have started producing Tuborg and it has also applied license for the export. The unit can produce million cases per month and has an exclusive tie-up with Carlsberg of Denmark, to produce and sell their brands like Tuborg and Elephant in Tamil Nadu and to export them to other states of India. “Nearly one lakh cases of Carlsberg products are sold each month. We have only started marketing last month and the response has been very good,” says Das. AM Breweries’ brands include 10,000 Volts in the Super Strong category with about 6% market share, and Royal Accord Super with two per cent market share. The unit is currently capable of producing 1 million hectolitres per annum, which translates to 1 million cases per month. With the addition of further Mash Vessels and Unitanks for fermentation, the unit can reach 1.50 million HL per annum, which is 1.5 million cases per month. However, beer capacities in Tamil Nadu are underutilised by around 40% and the government has now permitted companies to export beer to other states, Das points out. Das has been the key factor in setting up the group’s one Million Hectolitres PA Brewery with modern technology and achieving exclusive tie ups with Carlsberg, Denmark, to produce and sell products in Tamil Nadu, apart from exporting them to the other states of India. The Bottling Hall has been equipped with machineries from German Principals like KHS, Krones, harmonised with an imported conveying system and Indian Pasteurisation system with auto PU controls. The unit is currently valued at around 500 crore, equivalent to USD 75 million. Apart from its investment in the alcobev industry, the group has carved a niche in education, and it also owns medical and engineering colleges, hospitals and the like. They have also diversified into software, print and broadcast media. Plans to undertake several projects of pharmaceuticals, thermal power and hospitality industry are also underway.

The earliest mention of alcohol is found in records made about the Harappan Civilisation in 3000 B.C. Interestingly, alcohol says as much about Indian culture and customs as Indian costumes, food or rituals. It is found that drinking was a vital feature of the cultural landscape and that locally brewed rice beer; palm wine and distilled country liquor were the so-called Indian Made Foreign Liquor (IMFL) in those days. So lets trace the local spirits of India over time.

   

Each spirit is identified with particular segments of society and setting in the various communities in India. In a world dominated by Western and urban studies, research clarifies features of alcohol availability, use and acceptance in a neglected rural area of India. Alcohol use is, in large measure, a culturally patterned feature of both secular and sacred life in most societies. India is a large country with diverse socio-cultural and historical patterns of drinking. There are special alcoholic drinks brewed by the locals, which can scintillate your senses. Here are 10 of them:

Apong

Rice beer made by tribes in Assam (alcohol content- 18-25%) It is a locally fermented rice beer famous in the states of Assam and Arunachal Pradesh. This rice beer is famed to have been made of a fairy’s breast milk. This rice is roasted until it turns black, then it is allowed to ferment. It takes about 3 months to prepare Apong and the process includes drying the rice, smoking it, fermenting and filtering and then finally pouring it into a tall bamboo shoot. This rice beer is made of almost 30 different kinds of tree leaves, creepers, and grass. Ashes of bamboo and banana leaf are also used in the process along with rice. It is preserved with Bhoot Jolokia peppers, one of the hottest chilies in the world. Apong is served at room temperature, and it is sweet, malty, spicy and quite potent. It is sort of the party alcohol for the tribes and batches of Apong are especially made during annual festivals, weddings and happy occasions. Folklores have said that the people of the ‘Mising’ tribe came together to drink the ceremonial beer to put an end to all their communal conflicts and restore peace and harmony. Apong is considered a cultural heritage of the indigenous tribes of North- East India. The alcohol content believed to be 18-25% ABV, however, it is said to be pretty intoxicating.

Zawlaidi

The love potion from Mizoram (alcohol content- 13-18%) Commonly known as ‘Love Potion’ in the state of Mizoram, it is a premium variety of Lubrusca grape wine. Zawlaidi is believed to possess the power to enable anyone who used it to make another person fall in love with him/her. The winery is present in a small village Hnahlan in Champhai district of Mizoram. Zawlaidi ranges in strength from 13-18% alcohol content by concentration. After the prohibition on alcohol and spirits was partially lifted, this intoxicant hit Tripura with a thunder.

Feni

A drink made from cashew apples in Goa (alcohol content- 43-45%) This drought is made of cashew nut apples and coconut sap, which tells us the story of the Goan ingenuity. Feni is strong smelling liquor from Goa. The Portuguese brought the Cashew nut trees to Goa, and the folks discovered a way of converting the fruit into spirit. The juice produced through the extraction process is known as ‘neero’ and is refreshing to drink, however it is not used in the fermentation process generally for making Feni. It is classified as ‘country liquor’ and thus only sold in Goa, where it is produced. One can drink Feni straight, or use it as a flavoring agent in cocktails, or with soda; it is fruity and nutty, and pale yellow in colour. Those with low-tolerance are suggested sticking to the fruit. The double-distilled alcoholic drink has about 43- 45% alcohol content.

Bangla

The intoxicant offered to Goddess Kaali (alcohol content- 60-75%) Bangla is traditional spirit from West Bengal. It is the intoxicant offered to Goddess Kaali. This alcohol can prove to be a little dangerous to consume because of the spurious contents. Country liquor is made in a distillery from low-grade molasses, which is often used as cattle feed. Yeast is added to the molasses and fermented, and the brew is then distilled in a covered pot. Water or Soda maybe added to reduce the alcohol concentration from 60-75% to 40- 50%. Bangla is sold in bottles or by the glass in polythene sachets. The heavy drinkers typically take Bangla also known as Chullu regularly, but others choose to drink it only on special occasions. Chullu, country liquor also serves as a currency in social rituals and as a payment in transactions.

Sekmai Yu

A drink of rice from Manipur (alcohol content- 5-15%) In Manipur from time immemorial, both fermented and distilled beverages are being prepared by fermenting different kinds of rice. The local liquor Sekmai Yu is prepared in different communities of Manipur, but restricted to the Scheduled Castes and Scheduled Tribes. In the preparation of the local liquor the quality and quantity are major factors. It is controlled by the use of tasty rice, which produces good quality Sekmai Yu. On completion of the arduous task of processing this rice wine, it tastes as smooth as vodka. The amount of alcohol content produced increases with the increase in the quality of Hamei, up to a certain limit. Hamei is a major ingredient in the making of the spirit. The poor health condition of women due to irregular menstrual flow, infertility factors, obesity, loss of appetite, low nourishment of foods is regulated through this beverage. Often compared to the Japanese Saki, this drink has 5-15% percent alcohol level.

Arak

The fiery, much-coveted Ladakhi whisky (alcohol content- 50-70%) Arak/ Araq is an alcoholic spirit. It is a clear, colourless, unsweetened anise-flavoured distilled alcoholic drink. The Persian version of Arak does not contain anise, as it is usually produced from raisins, dates and/or sugarcane. Arak is the traditional alcoholic beverage in Ladakh. Arak can also be distilled from coconut palm sap, sugarcane, coconut and red rice. Arak ranges in strength from 50-70% alcohol content. Because many varieties of Arak are completely unregulated, they often end up being the strongest and cheapest drinks available in an area. Distillation begins with the vineyards, and the quality grapevines are the key to making good arak. For a quality arak, the finished spirit is aged in clay amphorae to allow the angel’s share to evaporate and thus the remaining liquid is the most suitable for consumption.

Kiad

A local Spirit in Meghalaya (alcohol content- 70%) Kiad is another rice based alcoholic drink that tastes sweet. This popular local beer is an integral part of the social and cultural life of the ‘Pnar’ tribe of Jaintia hill district. Meghalaya’s own take on this local beer contains 70% of alcohol and is triple distilled. It is served in tall bamboo tumblers with a charcoal piece at the bottom to preserve its tart. It was introduced around the 1800s as a medicinal remedy for cuts and wounds. Due to its medicinal properties, the alcohol liquor is considered to be a powerful magical potent. The people in Meghalaya drink Kiad during naming ceremonies and babies are feed few drops too. The ritual comes out of the belief that by doing so, the infant grows to be healthy and strong.

Chuwarak

Versatile Tripuri Whiskey (alcohol content- Langi 6-8%) Chuwarak is a distilled and versatile whiskey from the state of Tripura. This intoxicant is produced through an elaborate process. Its versatile nature allows for a variety of raw materials to be used like rice, pineapple, jackfruit and local ingredients like ‘tokhiseleng’ leaves and ‘thakotor’ leaves. It is said that Tripuri alcohol is the safest in the world, as no death due to its consumption has been recorded or reported. The preparation of Chuwarak is a tedious process, and it takes almost 24 hours for preparation. One has to be very sincere and attentive during the process. There are several taboos that must be observed. Langi a variety of Chuwarak has the least alcohol content of 6-8%. It is usually drunk on social occasions of any Tripuri ceremony as a ritual.

Raksi

Important part in Sikkimese marriages (alcohol content- 5-7%) Raksi is Sikkimese liquor and has a very important part in marriages. Limoo priests consume this concoction before participating in the process of possession of souls. Drinking of locally fermented beverages and distilled alcoholic drinks is the social provision among many ethnic Himalayan people. It is clear distilled liquor made after fermenting and distilling cereals. Raksi is a stimulator alcoholic drink, which has both social and medicinal importance in the food culture of the people from the Himalayan region.

Gudamba

The local beverage of Hyderabad (alcohol content- unknown until experienced) Gudamba is a local beverage of Hyderabad. It is said to be illicit liquor made of sugarcane. It is important for one to exercise caution in procuring it because of the high chances of bogus and unauthentic content. The main ingredient in Gudamba is the infamous Black jaggery, which is a byproduct and the most impure form of jaggery. The alcohol content is quite high and one must be vigilant before its consumption.