Tag Archives: India

Alcohol consumption patterns in India

To start off, it has been assessed by the World Health Organisation that an individual consumes about 6.2 litres of alcohol per year. According to the World Health Organization (WHO), average alcohol consumption in India was 5.7 litres per person above the age of 15 per year in 2016, up from 4.3 litres in 2010. On per capita consumption, India is ranked 101 (with Moldova leading with 15.2 litres. In the immediate neighbourhood, the figure for Pakistan is 0.3 litres and China is 7.2 litres).

Moreover, about a third of India’s population consumes alcohol on a regular basis and 11% of the total number of Indians are moderate or heavy drinkers. One-third of males and one-fourth of females in India who have made it a part of their lives say, in surveys, that it causes problems to their physical health, finances and household responsibilities. But alcohol —the recent events have shown—is an intricate and essential part of the Indian economy.

Now let us evaluate state wise consumption of alcohol, measured in consumption per capita, per week in millilitres. For Toddy and country liquor, Andhra Pradesh and Telengana have the highest levels of consumption which drops to the lowest levels in states like Jammu and Kashmir, West Bengal, Maharashtra and Gujarat (for obvious reasons). The consumption in these states are as low as 100 ml per capita per week. Levels of Toddy consumption have seen a sharp decline in the northern state of Bihar as well, which still ranks in the medium to average range (101 – 500 ml. per capita per week).

Moving on to beer, imported wine and imported alcohol varieties, we see that Andhra Pradesh and Telangana still consume more than 300 ml. per capita, making those states the highest consumers in this category. Himachal Pradesh shows a sudden spike (101- 300 ml), and so do the north eastern states of Arunachal Pradesh and Mizoram and the islands of Andaman and Nicobar (>300 ml). Goa too, sees a high trend in this category, with the average between 101 and 300 ml per capita per week. The rest of the country remains quite conservative in their consumption trends of Indian Made Foreign Liquor (IMFL) varieties.

Overall, it has been observed that the Union Territories of Dadra and Nagar Haveli, Arunachal Pradesh, Andaman and Nicobar Islands, Andhra Pradesh, Telengana, Daman and Diu, Sikkim and Pondicherry are among the highest consumers of spirits and alcohol varieties in India.

Now one of the reasons why there has been greater number of calls for bans on alcohol in certain areas is due to the fact that these regions suffer from chronic alcoholism and resultant poverty. The regular consumption of any variety of alcohol and especially country made liquor has also been found to be inversely proportional to family income, thus providing further evidence for this trend.

Consumption of local brews and toddy is one of the major reasons for deaths in alcohol related incidents. In recent years, about 136 people were killed in one single incident. In January 2015, in a village in eastern Maharashtra, 94 people lost their lives due to hooch liquor contamination and resulting toxicity. The states that have prohibition in place presently are: Nagaland (since 1989), Manipur (since 1991, except the hill districts), Kerala (2014), Gujarat and Lakshadweep (on all islands except Bangaram).

India is one of the fastest growing alcohol markets in the world. Rapid increase in urban population, sizable middle class population with rising spending power, and a sound economy are certain significant reasons behind increase in consumption of alcohol in India.

Indian Alcohol Consumption – The Changing Behavior provides a comprehensive analysis of the market size of alcohol industry on the basis of type of products, consumption in different states, retail channel and imported and domestic. The Indian alcohol industry is segmented into IMFL (Indian made foreign liquor), IMIL (Indian made Indian liquor), wine, beer and imported alcohol. Imported alcohol has a meager share of around 0.8% in the Indian market. The heavy import duty and taxes levied raise the price of imported alcohol to a large extent. Alcohol is exempted from the taxation scheme of GST.

The Indian alcohol market is growing at a CAGR of 8.8% and it is expected to reach 16.8 billion liters of consumption by the year 2022. The popularity of wine and vodka is increasing at a remarkable CAGR of 21.8% and 22.8% respectively. India is the largest consumer of whiskey in the world and it constitutes about 60% of the IMFL market.

Though India is one of the largest consumers of alcohol in the world owing to its huge population, the per capita alcohol consumption of India is very low as compared to the Western countries. The per capita consumption of alcohol per week for the year 2016 was estimated at 147.3 ml and it is expected to grow at a CAGR of 7.5% to 227.1 ml according to estimates.

The states of Andhra Pradesh, Telangana, Kerala, Karnataka, Sikkim, Haryana and Himachal Pradesh are amongst the largest consumers of alcohol in India. The most popular channel of alcohol sale in India is liquor stores as alcohol consumption is primarily an outdoor activity and supermarkets and malls are present only in the tier I and tier II cities of India.

The trends and pattern of alcohol consumption are changing in the country. With the increasing acceptance of women consuming alcohol, growing popularity of wine and high demand for expensive liquor, the market scenario seems to be very optimistic in the near future.

The study reflected changing pattern of the consumer’s mindset towards alcohol consumption in India. 3% of the respondents who consumed alcohol favoured wine for its health benefits. Though the popularity of whisky is highest in the Indian market, its market share is expected to decrease in future.

Alcohol consumption in high-income countries witnessed constant growth, but it has been growing in low and middle-income countries as well. Before 1990, Europe had recorded the highest level of alcohol use. However, the study forecasts that Europe will not hold that title for long.

Going ahead, the world will drink more, and more people will drink as well. The research also suggests that almost half the adults across the world will consume alcohol by 2030, whereas a quarter of them will become binge drinkers.

Binge drinkers are those people who drink 60 grammes or more pure alcohol in one or more sittings, in a month.

Starting Young

Indians are not just drinking more, they are drinking dangerously as well. As many as 57 million people are facing the after-effects of alcohol addiction. A survey by the Community Against Drunken Driving (CADD) revealed that over 88% of youth below 25, consume or purchase alcohol though it’s illegal. Punjab, Goa, Tripura, Chhattisgarh and Arunachal Pradesh rank high on alcohol consumption. However, Uttar Pradesh has the highest number of alcohol drinkers in India.

Regulating alcohol

A few state governments like Bihar, Gujarat, Mizoram and Nagaland, have prohibited the sale of alcohol. States like Kerala, Bihar, Tamil Nadu have imposed variety prohibition since 2016. The state government of Rajasthan allows sale of liquor only until 8.30 in the evening. India has also witnessed an increase in the number of drunken driving cases. According to reports, fines from drunk driving in India in 2018 alone, was at around `6 crore.

Assam is the highest alcohol consuming state in India

In the 15-54 age group, with 59.4%, men from Assam were found to be the highest consumer of alcohol in the country. In the latest Health and Family Welfare Statistics (HFWS) in India, it has been reported that 26.3% of women and 59.4% of men between 15-54 years of age consume alcohol in Assam. This is the highest in the country and the national percentages for the same age group are respectively 1.2 and 29.5. However, in terms of percentage of the population for both men and women in the age group 15-49 years who drink alcohol about once a week out of a total population (men and women) who drink alcohol, Assam women scored 44.8% and men scored 51.9% Meanwhile, in the 15-54 age group for women, Nagaland, Himachal Pradesh, Goa, and Karnataka recorded the lowest alcohol consumption with 0.1%. In the same category for women, Jammu & Kashmir occupies the second position with 23% women found to be consuming alcohol. In the 15-49 age group, with 59%, men from Arunachal Pradesh were found to be the highest consumer of alcohol in the country. The HFWS report further revealed that percentage of the population of men and women in the 15-49 years who drink alcohol about once a week was found to be 45.2% and 55.1% respectively for women and men of Arunachal Pradesh. For women and men in Nagaland, the percentage of the population who drink alcohol about once a week in the 15-49 age group was found to be 65.5% and 46.4% respectively. As for the other states from the northeast, the percentage of the population of men and women in the 15-49 years who drink alcohol about once a week are – Manipur 21.3% and 40.1%; 25.1% and 42.4%; Mizoram 20.3% and 41.2%; Nagaland 65.5% and 46.4%; Sikkim 33.9% and 43.5% and Tripura 50.8% and 47.1%. The five southern states of Andhra Pradesh, Telangana, Tamil Nadu, Karnataka and Kerala together consume as much as 45% of all liquor sold in the country. The financial position of these states is precarious as the Coronavirus lockdown completely dried up this crucial liquidity tap for them in April. Although these states consume as much as 45% of all liquor sold in the country annually. Not a drop was sold in April, and given the dire state of their revenues, these states have been anxious to make good the losses by opening up the vends, said the survey. While Tamil Nadu and Kerala top the list in revenue percentage terms at 15% each, for Kerala the tax on liquor is its single largest revenue source. The revenue share is 11% each for Karnataka and Andhra Pradesh and 10% for Telangana, shows the report. Delhi is at number three when it comes to liquor revenue share with 12% of tax revenue, but its citizens swig only 4% of the national intake. Tamil Nadu has another distinction – it is the single largest consumer of liquor in the country, guzzling as much 13% of national sales, closely followed by Karnataka with 12%. Andhra quaffs 7% of the national intake, followed by Telangana (6%) and Kerala (5%). While all other states have high population, when it comes to Kerala, despite being home to only 3.3 crore people, it draws the highest revenue because among the five states it charges the highest tax rate on liquor. However nationally, Maharashtra charges the highest rate, but draws only 8% of its tax revenue from liquor – primarily because it is the most industrialised state and has many other sources of income – and also consumes only 8% of the national intake despite being the second most populous state. Twelve states – the five southern ones, Delhi, Punjab, Uttar Pradesh, West Bengal, Madhya Pradesh and Rajasthan – account for 75% of liquor consumption in the country. But uncorking the bottled spirit will also be a problem for these 12 states as they contribute to more than 85% of all Covid-19 infections/deaths as well. Among these 12 states, Kerala has the lowest national average in this at under-1%, the report said. You might associate Goa with booze and partying, but a higher proportion of people in Telangana consume alcohol than in the former. And a larger percentage of men drink in Bihar, a state under prohibition, than in Maharashtra. Gujarat and Jammu & Kashmir, in that order, have the least consumption of alcohol among men. When it comes to women’s consumption of alcohol, Sikkim and Assam, with 16.2% and 7.3%, respectively, top the charts. But here, too, Telangana comes next, topping Goa. Barring Telangana and Goa, most of the states at the top are in the northeast. The consumption among rural women is significantly higher than in urban areas in most states, which could also be due to less hesitation in admitting to alcohol consumption compared to urban women. This difference in prevalence of alcohol consumption exists between rural and urban men too, but the difference is not as high as among women. Covid-19 may change many aspects of work, life and the economy, but India’s relationship with alcohol will likely remain intact. If anything, the linkages might get stronger. When the pandemic-induced lockdown was first announced, the Centre excluded liquor shops in the category of establishments that would stay open. It was not deemed to be “essential”. States backed the Centre’s stance. But as the days under the lockdown accumulated, and as the economy and tax collections slumped (with more money from the Centre not forthcoming), states started clamouring with the Centre to allow liquor vends to reopen.

State controls

India has had a conflicting history with prohibition. States have been torn between the need for revenues and the broader problems its abuse created. As a result, they have been imposing dry days, and some form of control. Some states have gone the full hog in imposing prohibition: Gujarat (since 1960), Nagaland (since 1989), Bihar (since 2016), Mizoram (since 2019), and in most parts of Lakshadweep. In most parts, states control liquor distribution. Take, for example, TASMAC (Tamil Nadu State Marketing Corporation), set up in 1983 by then-chief minister M.G. Ramachandran as the monopoly liquor wholesaler for better control over distribution. For retail, it auctioned licences to the private sector. This, in turn, led to problems, including cartelisation and customer complaints – and lower revenues to the state. Twenty years later, the J. Jayalalithaa government claimed monopoly over retailing too. It has served the state well. Its revenues jumped from `2,828 crore in 2002-03 to `31,157 crore in 2018-19. It’s also a reason why Tamil Nadu has been pushing the Centre to reopen liquor shops. Unlike the purchase of a car or a computer, lost liquor sale is lost forever. Thus, for TASMAC, which was selling 160,000 cases of Indian-made foreign liquor and 90,000 cases of beer every day, the sales might not necessarily return, reducing the ability of Tamil Nadu to fund even ongoing schemes. The time has come to ‘de-criminalise’ liquor as the state of Goa has done successfully. Considering that 50% or more of the price of every bottle finds its way to the coffers of state governments, it is preposterous that tipplers are treated with such scant respect.

Women in the Dry State of Gujarat are Jumping on the Alcohol Consumption Bandwagon!

Earlier, we reported that binge drinking among women has been increasing steadily over the past few years. Thirteen percent of adult women have reported binge drinking four times a month on an average while consuming five drinks per binge. A 2019 survey conducted by TU Dresden in Germany found that Assam led alcohol consumption among women in India. However, the North-eastern state is not the only Indian state where alcohol consumption has increased drastically. Gujarat, the Dry State, is climbing up the charts steadily too.

According to the National Family Health Survey (NFHS-5) released recently for the year 2019-20, it was discovered that the number of women consuming alcohol in the Dry State has doubled in the last four years. The survey studied a total of 33,343 women and 5,351 men from Gujarat. 200 women (0.6 percent) and 310 (5.8 percent) reported that they consumed liquor. 

Previously, in the NFHS-4 Survey (2015-16), the sample under study in the state included 22,932 women and 5,574 men amongst whom 618 men (11.1 percent) claimed they drank liquor while only 68 women (0.3 percent) claimed the same.

A comparison between both the surveys shows that while the number of women consuming alcohol in Gujarat has doubled, the number of men doing the same has nearly halved.

Gaurang Jani, a sociologist, said “The middle class and upper middle class have embraced the party culture in recent times. As a result, women in families have also started consuming liquor. Earlier, men used to go out to drink. Now, a new culture of consuming liquor in family parties has emerged. People are throwing family parties to celebrate even small events. Moreover, kitty parties have also contributed to higher liquor consumption among women, NRIs are also bringing liquor with them and enjoying it during house parties here with relatives.”

Jani thus pointed out that the rise in party culture as well as the growing acceptability of drinking in society has contributed to the rise in the number of women drinkers.

Japan’s Kirin Holdings to buy under 10% stake in Indian craft beer brand Bira

According to Bira’s CEO, Ankur Jain, and a spokesperson of Kirin Holdings, the Japan-based company is buying under 10% stake in Bira, an Indian craft beer brand by investing 30 million (nearly INR 220 crore). Bira is owned by B9 Beverages, a company based in New Delhi. No further details about the financials of this deal have been released to the press yet. However, Jain mentioned that he expects the deal to be closed over the next few days.

Ankur Jain added that this investment will enable Bira to break even in the 2022 fiscal year after having reported losses in the recent years as well as in the pandemic. Furthermore, it will facilitate the plans ofthe Indian craft beer brand to launch its product in Japan in the later part of 2021.

In August, Reuters had reported that Bira was in talks with international brewing companies to sell 20%stake. Valued at $210 million in 2018 by Data Provider Pitchbook, 30% of the company is owned by theCEO Ankur Jain and his family while Sequoia Capital, the U.S. based venture capital firm, owns around 45% stake.

The craft beer products offered by the company have gained popularity recently. According to Bira, the company has a 5-10% market share of the beer market in the metropolitan cities of New Delhi, Bangalore and Mumbai although it was launched in 2015.

On the other hand, due to falling sales in its home country, Kirin Holdings has been showing interest in investing in independent breweries. It owns a minor stake in New York-based Brooklyn brewery. But all international dealings have not gone well for Kirin. In the year 2015, its operations in Myanmar came under investigation as its local partner had military connections and in 2017, the company sold its loss-generating Brazilian unit to Heinken after losing market share.

Binge drinking is cool for Indian women

More women are drinking and women are drinking more,” a new survey made eye-opening claims — and not for the reasons you’d think.

Men had succumbed to alcohol long back, but women had held back. Not long ago women didn’t dare to damage their image by showing the world that she in fact drinks and enjoys it too. Now women pour and fill their glasses with more than just lemon water and juice. Wine, beer, whiskey, vodka or a cocktail; women have come to love their drinks and how!

Alcohol consumption among women is rapidly increasing, not only because she wants to relax and have fun but there’s a bigger picture here.

Nearly half of adult women report drinking alcohol in the past 30 days. Approximately 13% of adult women report binge drinking and on average do so four times a month, consuming five drinks per binge. About 18% of women of child-bearing age (i.e., ages 18–44 years) binge drink.

Questions like ‘Are women more prone to absorb bigger drinks?’ ‘Do women have higher alcohol levels in their blood than men?’ are being asked and studied. Though women have had historically lower drinking rates than men, the negative effects of alcohol abuse are typically worse and more pronounced for women. The problem is exacerbated by the special dangers that alcohol poses for women. In general, alcohol affects women more strongly than men. This is both because women’s unique body chemistry interacts with alcohol differently from men and because women are on average significantly smaller than men, meaning the same amount of alcohol will have a greater impact.

Why women drink

The survey by the Community Against Drunken Driving (CADD) studied the alcohol consumption pattern in Delhi and has revealed some major reasons behind alcohol consumption among women. Rising affluence, aspirations, societal pressure and exposure to a different lifestyle is driving women to experiment with alcohol, stated the survey. The results were found among 5,000 women aged between 18 to 70 in Delhi.

Among the reasons why women drink, the survey says “mostly all social activities are centred around alcohol, and alcohol is seen as a quick and easy social lubricant, and when everyone is doing the same thing, it does not seem like a problem. It is just the norm.”

Alcohol consumption in India increased by nearly 40% and women’s alcohol market is expected to grow by 25% over the next five years.

In Delhi itself, 40% of men and 20% of women (almost 15 lakh women) are alcohol consumers; the survey quotes a report by AIIMS as saying.

The survey reveals that 43.7% women in the age group of 18-30 years consumed alcohol out of habit or desire to do so, 41.7% women in the age group of 31-45 years consumed alcohol as an occupational requirement or because of social norm.

Over 53% women above 60 years and 39.1% women in 46-60 years had alcohol for emotional reasons.

“Driven by the market forces where cocktail and berry drinks are being promoted as feel good and relaxing drinks for women, women are enticed into drinking more with a promise of good time that awaits them,” it says.

The CADD survey lists out more reasons why women drink, it says, “At times just to fit in or as a way to unwind, more spending capacity/affluence, another way of equal opportunity or pursuit at work place/profession, alcohol as a coping mechanism to stress, depression, loneliness anxiety, pain, mental and physical traumas and to cope with the needs and pressures of fast paced life.”

India has witnessed a steady rise in its consumption of alcohol in the last decade. A 2019 study by researchers from TU Dresden in Germany, concluded that between 2010 and 2017, alcohol consumption in India increased by 38% – from 4.3 to 5.9 litres per adult per year. The decade also witnessed a boom in home grown whisky and gin labels, and saw both men and women significantly altering their tipple choices and consumption patterns.

According to this survey, women in Assam consume much more alcohol than their counterparts in other states and union territories in the country. The ministry’s 2019-20 data showed that 26.3% of women in Assam who are in the 15-49 years’ age category consume alcohol, which is the highest among all states and union territories (UTs).

Notably, in 2019, another survey, conducted by Community Against Drunken Driving (CADD), took stock of the men and women in Delhi and their drinking habits, and concluded that “More women are drinking – and women are drinking more.”

Women are also not just taking up important roles in breweries, but also leading alcohol brands in various capacities. In fact, Dewar’s master blender Stephanie Macleod, who created the world’s best whisky, as per the 2020 edition of International Whisky Competition, was recently awarded the “Master Blender of the Year” award.

New research has found that despite the potential health risks of exceeding national drinking guidelines, many middle-aged and young-old women who consume alcohol at high risk levels tend to perceive their drinking as normal and acceptable, so long as they appear respectable and in control.

Accord steps up premium push with high-end Cognac

With brandy being the favourite tipple of the South, little wonder Accord is moving into the Cognac space as the shift to premium becomes the norm of the industry.



Chennai based, Accord Distillers & Brewers Private Limited, with two distilleries in Goa and Chennai, and a manufacturing capacity of 1 million cases per month, and one of the largest beer producer in South India is making its presence felt across the Indian States and is exporting to South East Asia, West Asia, Africa and other countries. They also import Scotch and Cognac to sell across the Indian subcontinent and to export to other countries and are now venturing in production of high-end Cognacs.

They have allied with Carlsberg to produce and market their commodities in Tamil Nadu and throughout the country.

Henry X special reserve Brandy XO is the latest offering from Accord Distilleries. It is the world’s first XO brandy and is currently available at select outlets in Tamil Nadu, Puducherry and Goa.

Henry X special reserve Brandy XO – a brandy with floral notes, with an opening nose of vanilla, honey and prune that evolves to mellow wine, sweet oak accents and finishes with a satin-smooth, languid fade. Bestowed with a revered lineage and backed by an equally legendary status, the House of Bardinet has set the benchmark in creating the perfect French grape brandy.

Right from handpicking the choicest of grapes from the finest vineyards in France to distilling the spirits and maturing them for 5 years in fine oak casks, Henry X special reserve Brandy XO weaves its lingering magic on the discerning palate, says P. K. Das, CEO, The Accord Group.

Sure enough, Henry X special reserve Brandy XO promises to be a Connoisseur’s Delight and is priced at `2,400 the most highly priced Cognac in Tamil Nadu, he adds. XO brandy is India’s only 100% pure french grape brandy. It is being sold in mono cartons and the packaging is done in India by Manohar Packaging. The Cognac bottles are imported from China. As it is a high-end brand the target for Hobson’s is 2,000 cases per month, says R Kumar, Director, Operations. The premium market growth is 33%.

Total sales in Tamil Nadu in the premium segment for the period April to August 2019 is 6.8 million cases as compared to 5.1 million cases during the same period in August 2018.

The company’s other brands include Age de Oak (Premium), Holandas Spanish VSOP Brandy, Missionary Monk, Royal Accord Gold, Blender Magic, King Nap, Accord French, Wonderland, Accord No. 1, and Evening Walker.

Age De Oak is an exquisite blend with imported matured french grape brandy, which is produced by double distilling the wine made from selected variety of ugni blanc french grapes in a copper pot still and superiorly Aged in Limousin Oakwood cask to give a brilliant amber colour, mellow, full-bodied, long warming and silky soft mouthfeel. Total growth in this premium segment is 2% with sales of 4,500 cases during April to August 2019.

The Holandas Spanish VSOP brandy blended with imported grape spirit from Spain, that is fine distilled in a copper still and traditionally aged in oak wood casks to excellence to give you rich colour, overpowering aroma, fuller and smoother mouthfeel.

A rare blended with selected grape spirit to give it brilliant colour, a pleasing aroma, strong body and mellow. Holandas Spanish retails between `201 to `280 and sales for five months is 52,000 cases. Their other brands are Missionary and Royal Accord Blue.

Beam Suntory Sets High Ambitions for India

After the lull comes the storm as Beam Suntory launches it first Truly International Indian Whisky Oaksmith and the The House of Suntory portfolio including Yamazaki, Hibiki and Roku Gin.

Oaksmith is a premium Indian whisky, crafted by Suntory’s Chief Blender, Shinji Fukuyo, the creator of iconic Japanese whiskies Hibiki and Yamazaki, marks Beam Suntory’s entry into the Indian whisky segment and combines the finest Scotch Malts and American Bourbon using Japanese blending craft to bring the best of East and West for Indian consumers. The global premium spirits company brings its finest and the most popular Japanese whiskies – Yamazaki and Hibiki – and Japanese craft gin – Roku – to India with the launch of The House of Suntory portfolio.

Beam Suntory, the global premium spirits company, has launched a range of four premium spirits in India, signaling its commitment and strategy to grow in India in line with its ambition to reach USD 1 billion in revenue by 2030. The highlight of the launch is the introduction of Oaksmith Indian whisky – created by world-renowned blender Shinji Fukuyo, Chief Blender, Suntory – using traditional Japanese craftsmanship, blended with the finest Scotch Malt whiskies and American Bourbons to make a whisky unique and authentic to Indian taste. In addition, the iconic Japanese whiskies Yamazaki Distiller’s Reserve and Hibiki Japanese Harmony, along with Roku® Japanese Craft gin have also been launched from The House of Suntory portfolio.

The launch of Oaksmith and Oaksmith Gold whisky in India is key to Beam Suntory’s growth strategy and signifies the importance of India to the company. Along with the introduction of Yamazaki, Hibiki and Roku, it reinforces the company’s commitment to lead the growth and premiumisation of the Indian spirits market.

The launch event of The House of Suntory was graced by Shinji Fukuyo, world-renowned Chief Blender at Suntory, the creator of the luxury and iconic blends of Hibiki and Yamazaki whiskies, and Neeraj Kumar, Managing Director of Beam Suntory India, along with George Kumekawa, Representative, The House of Suntory. The event highlighted the exceptional legacy of The House of Suntory, the art of making delicate whiskies, and the importance of India for Beam Suntory globally. The House of Suntory brands are being launched across all major cities including Delhi, Mumbai, Pune, Hyderabad and Bangalore. Yamazaki Distiller’s Reserve will be available in the range of INR 10,900 to INR 20,000 across different states; Hibiki Japanese Harmony for INR 10,900 to INR 20,000 and Roku® gin for INR 5,500 to INR 7,100.

“We are thrilled by the appreciation that Hibiki and Yamazaki have received from consumers worldwide, and their popularity among spirits aficionados in India. The growing premiumisation of the Indian market and the appreciation for finely crafted spirits made this the right time to launch these brands, along with Roku gin. Indians today are well-travelled and exposed to global trends, which inspired the creation of Oaksmith for whisky lovers in India,” says Neeraj Kumar, Managing Director of Beam Suntory India. On Oaksmith and Oaksmith Gold, he said, “The beautiful blend incorporates years of tradition that the Beam Suntory family upholds while showcasing Shinji-san’s award-winning blending capabilities making it a whisky that, quite simply, no one else could possibly create.”

Oaksmith is a celebration of mastery and global collaboration, combining the best of East and West in a bottle. Blended by Shinji Fukuyo himself, Oaksmith is a harmonious blend of matured Scotch Malts that adds a strong flavour profile and American Bourbon whiskey, aged for at least four years in American Oak barrels which lends it an unmatched smoothness. That gives the brand its unique name and also inspires the round bottle labels celebrating its distinctive craftsmanship. Befitting the unique and distinct flavour palate, the exquisite six-sided bottle with beveled edges and a tall neck has an equally unique and ergonomic design that is an ode to the finest Japanese craftsmanship and makes it stand tall in this category. The company is celebrating its international pedigree with the use of the world map in all its creative expressions.

Much like The House of Suntory, Oaksmith blend is made using the finest ingredients and sincerity of process that is a hallmark of Beam Suntory’s Japanese heritage which is unique to this brand in the entire Indian whisky category. From seed to sip, the whisky is meticulously crafted to achieve a blend like no other resulting in a bold spirit that is rich on the nose yet approachable and well-balanced on one’s palate with a bright, smooth and unexpectedly long finish. The unique offering will be available at the price of an Indian whisky and the flavourful palate will be well suited to both beginners and connoisseurs alike. There will be two variants of the product – Oaksmith and Oaksmith Gold – which will launch on 19th December 2019 in the state of Maharashtra, followed by the rest of the country in due course. Oaksmith Gold will be priced in the range of INR 800 to INR 1,300, while Oaksmith will be priced in the range of INR 600 to INR 900 depending upon the state of launch. Both the variants will be premium in their respective categories due to the international quality of blend and craftsmanship they offer.

A relentless quest for perfection and commitment to using only the highest- quality ingredients encapsulates Suntory’s philosophy to create the finest spirit possible. Shinji Fukuyo, Chief Blender at Suntory, said, “My travels across the world have helped me understand and appreciate sophisticated flavour profiles. Blending spirits is about creating a harmonious flavour by weaving culture and tradition along with one’s own form of self-expression. This is an art in itself and I am very grateful that people globally have appreciated the quality and artistry of Hibiki and Yamazaki, and hopefully now, Oaksmith.” On Oaksmith®, he added, “While making this blend, I wanted to ensure that it resonates specifically well with the Indian audience while being truly international in its spirit. I travelled across the country to understand the different food cultures and flavours. Eventually what I saw, heard and tasted, helped me explore a variety of flavour profiles and finalize this harmonious blend which has the best of America, Scotland and Japanese craftsmanship. I am extremely proud as the final product completely reimagines what the future of Indian whisky can be.”

On the rising popularity of gin in India, George Kumekawa, Representative, The House of Suntory, said, “In recent years, we have noticed a strong trend among Indians to opt for premium and craft gin as their spirit of choice as it has a softer flavour profile which is easier on the throat and refreshing in its appeal – perfect for brunches and refreshment occasions. With the introduction of Roku gin in India, we are looking to further build the market for both gin as well as craft spirits to help enthusiasts discover new tastes and experiences.”

Carnuntum is the newest DAC winegrowing region

The region has reached agreement on the three levels Gebietswein (regional wine), Ortswein (‘villages’ wine) and Riedenwein (single-vineyard wine), and continues to emphasise the traditional and highly prized varieties: white wine vinified from Chardonnay, Weissburgunder or Grüner Veltliner, red wine from Zweigelt and Blaufränkisch.

The family of Austrian winegrowing regions with DAC status continues to grow: after thorough consideration and regional consensus, the winegrowing region Carnuntum submitted a draft DAC regulation, which has now been signed by the Federal Minister for Sustainability & Tourism Maria Patek. This makes Carnuntum the fourteenth Austrian winegrowing region with specific protections in place for regionally typical wines.

Willi Klinger, managing director of the Austrian Wine Marketing Board (AWMB) summarises: ‘With the DAC regulation that has now been enacted, Carnuntum is also embarking on the successful path of origin-based marketing. The winegrowers have succeeded in working out a profile that will unmistakably express and convey the characteristics of their region in both red and white wine, and will ensure even greater distinctiveness’.

Three levels, regionally typical grape varieties

Like the Steiermark, Kamptal, Kremstal and Traisental, the region Carnuntum – located in the eastern part of Austria between Vienna and the Slovak border, encompassing an area of 906 hectares under vines – will henceforth implement a three-level DAC regulation: Gebietswein (regional wine), Ortswein (‘villages’ wine) and Riedenwein (single-vineyard wine). The varietal palette focuses on the region’s marquee players: for white wines Chardonnay, Weissburgunder and Grüner Veltliner, and the reds Zweigelt and Blaufränkisch. Monovarietal Carnuntum DAC wines must be vinified exclusively from these varieties, while blends must contain at least two thirds of one of them. This means that cuvées can also contain up to a third of other approved Qualitätswein (quality wine) varieties – for example, in a red wine, Sankt Laurent, Cabernet Sauvignon or Merlot.

Flavour profile

Carnuntum has been showing very well now for quite some time, with distinctive red wines and robustly structured whites. The new DAC regulation stipulates that all wines must conform to the flavour profile ‘dry’, and that red wines must also have an alcohol content of at least 12%. In addition, Ortswein and Riedenwein must be given adequate time to develop their distinctive and expressive character: the application for obtaining a Federal Inspection Number may not be submitted before 15 March for white wine and not before 1 November in the year following the harvest for red wine.

Rubin Carnuntum will remain

The established brand Rubin Carnuntum will remain in place parallel to the DAC regulation, and will continue to provide a guarantee of special and regionally typical wines vinified from the variety Zweigelt.

Was does DAC signify?

Districtus Austriae Controllatus (DAC) is a legal indication of origin for regionally typical Austrian Qualitätswein. So if a wine label features the name of a winegrowing region in combination with ‘DAC’, one is guaranteed a wine of quality that is typical of the region. A DAC wine may only be produced from the grape varieties specified for that DAC region and must comply with all requirements of the regulation established by the region. There are currently 14 DAC winegrowing regions in Austria. Wines that do not meet the DAC requirements will bear the name of the respective federal state as an indication of provenance, as part of the variety of available wines at this level of origin.

Bio Liquors: Keeping up the spirit

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

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.

LOFT by the CLOCK TOWER

Loft by the Clock Tower at 32nd Milestone Gurgaon opened its doors to the public in February, this year .It is for all those who love their beers with a side of exclusivity. With a wide range of global brews on tap and a carefully curated progressive menu set in eye-catching architecture, Loft aims to bring the Manhattan pub experience to life. Best described as a progressive microbrewery with a unique take on world beers, Loft is looking to redefine the region’s nightlife landscape.

The ambiance is heavily influenced by old fashioned meat-packing warehouses in Manhattan and New York, and with 5 sections spread over 12,000 square feet and 3 floors, the 300-cover drinkery is certain to cater to every need and whimsy of the demanding Gurgaon patrons The ambiance, will transport guests to the yesteryear bars of New York. From the vibrant Mad Hatter dance floor for those who love to party to the reflective Green terrace for corporate wine and dines, each corner has a one-of-a-kind theme to offer to create the perfect mood for any occasion with friends or colleagues The huge performing area with over 10 monthly gigs and some of the most prominent Delhi performers scheduled is also sure to attract the city’s music lovers. Most restaurants specialize either on food on their drinks, but the people behind Loft are clear that they want the best of both. “The food we serve is global cuisine with an Indian touch, which has been curated by Chefs Nishant Choubey and Tarun Sibal to bring this to life. The drinks and cocktails have been curated with support from Arijit Bose’s Bar Back Collective and the HT Hospitality,”said the Manager Operations.

“The food menu at Loft is an amalgamation of native and international flavours. At Loft, we have re-imagined classic dishes and made them our own along with celebrating an array of unusual combinations of flavours, textures and cooking technique,” he added. The menu at Loft by The Clock Tower is a multi-cuisine fiesta, with influences from across the globe craftily combined with Indian flavours and sensibilities to pander to the cosmopolitan palettes of 2019 Gurgaon. Guests may choose from a variety of sumptuous food offerings to pair their drink with – Malabar Quesadilla, Three Pepper Tofu, Wasabi Mushrooms, and Peanut Butter Paneer Tikkas among others. For the meat lovers, there are delicacies like  Kadahi Lamb Burgers, Banger and Mash Crostinis and Triple Cooked Pork.which provides a novel experience to anyone who walks in. Nitin Bhusan Prasad their operation head says, “Our beers are true to style and reflect a very Scottish, Irish, Hungarian and South-West Russia influenced beer portfolio. All the beers brewed at Loft are also true to style but with a slightly modern twist to it, for example, we brew a classical Belgian wheat beer, which has been infused with rose petals.” Loft’s bar menu is a delight for any beer lover. Rose Wheat American Lager, Oak chips infused Vienna Lager, Custom Blend Kaapi Stout and 5 spiced Saison make for a heady mixture of traditional brews with a twist and will keep the experiment-savvy public engaged.

Loft by the Clock Tower is the only microbrewery in 32nd Milestone, which has around 30 food establishments, which is one of its USPs.They have some fabulous live bands like Traffic Jam, to keep the evenings alive in a big way. And the DJs playing at Loft will certainly make the entire setup quite conducive for a fun evening out with friends and family. With so many corporates now located in and around the area, Loft gives people a place to party after work and relax with good food, drinks and music. A few years ago, the place would have seemed really far, one of the reasons why hotels and joints at this location didn’t do quite well. However, with the NCR expanding in a big way, 32nd Milestone has become a destination again due to great connectivity on the NH 8 and people willing to get into their dancing shoes after a hectic day of work.

The plans for expansions are huge and when asked, they said they are targetting to open two more 200 cover+ outlets by 2020.
– Lopamudra Ganguly