What that means to an Indian Tourist or International Traveler?
In a landmark announcement, starting 1st January 2023 Dubai has scrapped their 30% municipality tax on all alcoholic beverages as well as the personal liquor licence fee. This means that alcohol will now be free-to-obtain for those eligible to legally purchase alcoholic beverages in Dubai.
A valid Emirates ID, or Passport for tourists, will still be required to apply for the same. But the reason why this is an important development, especially for travellers that flock Dubai from India, they can now enjoy buying alcohol at reduced rates at restaurants and also off the counter using their passports.
Most travellers from India or elsewhere aren’t always aware that they can buy alcohol from designated retailers or wine shops (as Indians know it) in Dubai using their passports if they are off legal age. And due to this lack of awareness, most travellers often leads for them to consume alcohol at restaurants, hotel bars, etc which often charge mark up of 4-5 times on alcohol.
Such instances were recently also observed during the FIFA World Cup as well when global tourists visited Dubai due to its close proximity to Qatar. But it is also obvious that Dubai is not only looking to make things easier for expats working in the country but also looking to become an even more attractive country for professionals and tourists for the future, especially with its Emirati neighbours like Saudi, Qatar, etc becoming more aggressive to attract professionals and tourists.
What is also important to note is that this ruling is currently being implemented on a trial basis for a period of one year with further decisions to make it permanent to be taken later.
Will alcohol be cheaper in restaurants and duty free though?
Although the taxes have been reduced, experts are unsure whether this tax break will be passed onto the consumer or not, especially in restaurants.
Tourists also expecting for the prices to reduce further at duty free will have to wait since there isn’t any clarity if this reduction on tax will prompt manufacturers to drive the prices lower further. If you thought that this tax break will make alcohol cheaper in duty free as well – then no – the liquor supplied in duty free is already without the taxes which means it will still continue to be at similar prices, although there are subsequent drivers that do allow distributors to drop prices further.
So if you are planning to visit Dubai in 2023 and enjoy the tipple, then things got more interesting for you.
A jury of over 50 industry professionals and bar enthusiasts from across the country are currently at work to create the long list of Top 100 Bars for 2022. Starting early November, a larger pool of more than 200 jurors will vote to rank the country’s 30 Best Bars, and also pick winners in 10 jury-nominated categories including Best Hotel Bar, Best Restaurant Bar, Best Independent Bar, Best Cocktail Menu, Best Bar Team, Best Bartender, etc.
The 2022 Jury Chairs for the 30 Best Bars ranking across various cities include names like Sanjay Ghosh (YouTuber and Director, Cocktails India), Rohan Carvalho (Founder and Partner, Bar Square India), Harinath Shanker (Director, Bar Masons), Puru (Drinks Enthusiast), Shatbhi Basu (Author, Managing Director & Owner, STIR Academy), Shreya Soni (Founder and CEO, DSSC), Minoti Makim (CEO, Carpe Diem), Karthik Setty (Founder of Hyderabad Thirst Club), Kimberley Pereira (Marketing Director at Kade Communications), Nolan Mascarenhas (Photojournalist, UpperCrust), Vaniitha Jain (Founder, The Perfect Pour) and Karina Aggarwal (VP, India Craft Spirits Co).
Incredible resurgence of bars
Speaking on the occasion, Vikram Achanta, Co-Founder of 30 Best Bars India, said, “India’s bar industry has been remarkably resilient over the past two years, and we are now witnessing an incredible resurgence – as new ventures are transforming the bar scene every day. We are incredibly excited to open applications for our third edition, with a new award category introduced to applaud sustainability innovations. We look forward to working with leading alcobev industry members to unveil our 2022 rankings.”
This year the Best Bar Design Award, which commends bars that set new standards of excellence in design, interiors, and bar ergonomics will be voted on by experts of the bar design industry. Bar owners who feel they may have been missed out from being included in the 30 Best Bars India long list can self-nominate themselves on https://www.30bestbarsindia.in/enroll-your-bar/, with required information and photographs.
“When we started, we wanted to honour the country’s best bars and bartending talent. Today, 30 Best Bars India is on every bar’s radar, and they are constantly upping their game to be featured on our Top 100 and Top 30 lists. With our masterclasses, workshops, and cocktail carnivals, we are rapidly shaping India’s cocktail culture, and aim to be the go-to list for consumers to find the best watering holes in their cities,” added Radhakrishnan Nair, Co-Founder of 30 Best Bars India.
Prior to the finale, 30 Best Bars India will also host immersive Masterclasses for the bartending community, cocktail workshops by renowned mixologists, and first-of-its-kind cocktail carnivals with specially curated cocktail menus from the world’s best brands across India.
Co-founded in 2019 by Vikram Achanta and Radhakrishnan Nair of Bar 30 India LLP, 30 Best Bars India aims to raise awareness about the rising standards of Indian bars and beverages nationally, and on international platforms. 30 Best Bars India ranking of the country’s best bars in the previous two editions in 2019 and 2021 have included well known bars that have gone on to be part of international bar ranking lists over the last three years. To see the full list of bars and their rankings in 2019 and 2021 please visit: https://www.30bestbarsindia.in/.
Raising the bar, indeed
Indian bars are stoked that some of them are making it in international rankings, something to cheer about. Some of the Indian cities have a vibrant cocktail culture, but never did they vie for international recognition. There are a couple of reasons for this trend, the first being those founding these heady bars are young, spirited, innovative and above all daring to dream. They are certainly raising the bar. Then there is the customer who is sipping his or her drink with finesse, with a lot of understanding and responsibly. The well-heeled traveller is one of the profiles of the customer, but then the internet of things, so to say, has given birth to a new breed of connoisseurs.
And when Delhi’s chic bar – Sidecar makes its entry into the World’s Best Bars with a ranking of 26, it certainly warms the cockles of one’s heart. Goa’s go to bar Tesouro which opened during the pandemic has just sneaked into the top 100 with a ranking of 99 in 2021.
In Asia’s Best Bars, Tesouro has taken the fourth place. The capital has three ranks in Sidecar – 14th; Hoot – 26th; Home – 30; and Bengaluru’s Copitas is at 44. And the industry believes that the number is going to swell.
Tesouro makes a splash
Tesouro, meaning treasure in Portuguese is a treasure trove in the coastal state of Goa which prides itself of the local brew – Feni. Tesouro in South Goa is a cool bar with Goan-Portuguese design elements and a very impressive bar and bar tending aficionados. The cocktail menu is a showcase of the bar team’s creativity with drinks such as Midnight Brekkie (gin, bianco vermouth, peanut butter, watermelon, strawberry) topping the ranks as the most popular drink. Tesouro certainly has made a splash as a new entrant in the international bar scene.
Sidecar – Racing away to glory
Delhi’s Sidecar has been winning accolades, thanks to the bar legend Yangdup Lama and business partner Minakshi Singh. The duo has positioned Sidecar as a ‘friendly neighbourhood bar’ in a happening place of Greater Kailash. The signature cocktails are something to toast too and Rohan Matmary has dished out amazing iterations of their namesake – the Sidecar.
Hoots – One might as well say ‘I care two Hoots!!’
Ranked 26, Hoots which is tucked away in Vasant Vihar in New Delhi is kind of pivot in the capital’s cocktail scene, kind of a pioneer having introduced a world-class cocktail programme, attracting the globe trotter and haute monde and who know what a fine cocktail is.
Home – Is where the spirit is
Ranked 30th, Home was previously a member’s club and only recently it opened its doors to the public at large who seem to be heading home, just by the whiff of it. The bar reminds one of a Parisian jazz clubs, but some of the offerings have a local flavour to it, making it a perfect fusion. Like a typical home, one can nurse one’s drink with a book in hand or just enjoy the music which wafts through without being loud.
Copitas gives a different flavour to Pub City
It is said to be Bengaluru’s watering holes, besides the many places such as Toit, Byg Brewsky etc. which have elevated the IT city to another level. Copitas is located on the 21st floor of the Four Seasons hotel and come rain or shine, the well-stocked bar leaves one tingling for more. Looking down at the city from that level has got more to do with the bartenders’ artistry than the city lights.
The cocktail culture is fast evolving in not just the Indian metros, but other cities and towns too. Yes, albeit a bit late on the international scene, but sure enough the bars are making waves.
The Campari Group recently launched its popular fusion liqueur ‘X-Rated’ in the Indian market. Known for its unique bottle shape, bold pink liquid, sweet and delicious flavour; it is one of the fastest growing flavoured spirits in Asia. Famous among young, trend-seeking females as one of the finest celebratory drink, X-Rated is made with ultra-premium vodka sourced from Champagne and Ardennes regions of France.
It is an exotic blend of ultra-premium French vodka, blood oranges from Sicily in Italy and fused with tropical mango and passion fruit juice sourced from Brazil for a unique taste experience. The tropical fruit flavour with edgy citrus notes gives a long, smooth and semi- sweet finish.
On the occasion of the launch, Daniel Schwalb, Managing Director South East Asia and India for the Campari Group, says, “We are excited to expand our India portfolio with the launch of our globally successful fusion liqueur brand, X-Rated. A perfect blend of ultra-premium French vodka and tropical fruit, X -Rated is expected to become the preferred liqueur choice, especially for the discerning women consumers in this country.”
Arnab Ghosh, Marketing Director, Campari India also shares his excitement for the launch, “We are ecstatic to debut X-Rated in the Indian market. With this launch, we are looking forward to establishing a strong foot hold in a segment of the market which finds a strong resonance with the millennial consumer.”
This unique, bright-pink liqueur is well positioned to lead the growing cocktail appreciation trend in the country. It is best enjoyed over ice, on the rocks, or as a flavourful, colourful addition to champagne or a delicious cocktail.
X-Rated is a premium liqueur made with high quality ultra-premium vodka and tropical fruit juices. The liquid is made of 100% ultra-premium French vodka from Champagne and Ardennes. The mouth coating flavour is based on blood orange from Sicily in Italy and tropical mango and passion fruits juice from Brazil. The fusion liqueur is made with 100% pure organic fruit juices which is fused with ultra-premium French vodka in a secret process and is available in 750 ML and is 17% ABV.
The Gin Masters is an annual judging of gin that is conducted by the Global Spirits Masters Competition. The annual series, conducted in partnership with The Spirits Business, consists of a series of blind-tasting evaluations that cover the beverage industry’s main spirit categories.
In this annual awards, DOJA has won silver and is among the top 46 gins selected amongst 1000s. The Super premium category lists brands that are priced between £21 to £35. This is DOJA’s first award and has come in less than one year of their launch.
Started by Jai Anand, DOJA is an amalgamation of botanicals from the rich lands of India and Japan’s Wakayama prefecture. He worked along with a distillery in Japan who brought to life a recipe that gives the taste of two cultures in a sip. Japan is known for immaculate craftsmanship, perfectionism, and attention to detail that reflects not only in its food and culture, but is also translated into the unique flavours of its alcohol. What makes DOJA unique is the use of Yuzu, sansho peppers, hinoki that is combined with coriander, pepper, and cardamom from India. These botanicals lend a citrus note.
DOJA is a sip and drink format beverage and is recommended to be had on the rocks or water. DOJA has begun its distribution in Goa and Mumbai. It is priced at `2050 in Goa and `3700 in Mumbai.
United Breweries, the country’s largest beer manufacturer and part of the Amsterdam-based Heineken group recently announced the launch of Heineken Silver, a smooth and refreshing beer that provides Indian consumers with a premium beverage that is truly designed for everyday social occasions.
Heineken Silver is brewed by seasoned master brewers using natural ingredients, including Heineken’s famous A-yeast and quality pure malt.
Rishi Pardal, Managing Director, United Breweries Limited, said, “Guided by our purpose of brewing the joy of true togetherness to inspire a better world, we are always looking to bring products to the market that match the needs of our consumers and keep up with ever-changing taste preferences across generations. We see modern consumers seeking beverages that are light, easy-to-drink and fit in well with their social occasions and Heineken Silver is perfectly designed for these moments. We are confident that the smooth and refreshing Heineken Silver will herald a new era of premiumisation in the Indian beer market.”
Rajeev Sathyesh, Asia-Pacific Director, Brand – Heineken, said, “We are excited to launch this new member of the Heineken family, Heineken Silver, in India. This delightfully refreshing, smooth and easy-to-drink lager has received a lot of love in our other markets globally. We are confident that it will also appeal to the new generation of beer drinkers in India. Heineken Silver is brewed as an all-round crowd pleaser and the perfect partner to celebrate authentic moments of joy.”
Heineken Silver is available in both on- and off-trade retail channels in Bengaluru. Heineken Silver’s 330-ml pint is priced at `120, the 500-ml can at `160 and the 650-ml bottle at `200 across off-trade retail outlets in Bengaluru. The beer comes in a sleek silver can and the iconic green bottle. Heineken Silver will also be launched in other markets very soon.
Heineken Silver has a smooth and refreshing taste, retaining the signature fruity aroma of Heineken Original with a balanced, though slightly lower bitterness.
With Delhi showing the way will Mumbai follow suit. Perhaps the commercial capital of India will want the city to mix business with pleasure. Additional taxes will help boost the government finances.
The Delhi government has granted permission to all pubs and restaurants serving liquor to stay open till 3am — a move aimed at elevating the Capital’s nightlife, which could help revive the hospitality industry that is still reeling from the pandemic, and increasing employment opportunities.
A formal order is likely to be issued soon, people familiar with the matter said, adding that the government is coordinating with Delhi Police and other agencies for the safe implementation of the new timings. Most pubs and restaurants, barring some exceptions, are currently allowed to stay open till 1am.
Though Delhi’s new excise policy was implemented on November 17, 2021, the change in operating hours will not kick in until a specific order is issued. Though Delhi’s new excise policy was implemented on November 17, 2021, the change in operating hours will not kick in until a specific order is issued.
The Delhi government has granted permission to all pubs and restaurants serving liquor to stay open till 3 am — a move aimed at elevating the Capital’s nightlife, giving a shot in the arm to the hospitality industry that is still reeling from the pandemic, and increasing employment opportunities.
Zorawar Kalra, MD, Massive Restaurants says that it will have a huge positive impact on the entire industry and the economy of the city as all stakeholders will benefit.
The government benefits due to added tax and excise collections. The employees benefit due to added shifts requiring additional people. The customers benefit as they get vibrant nightlife and the freedom to dine at whatever time they choose. And the industry benefits due to the potential of added revenue.
Abhinav Jindal, CEO & Founder, Kimaya Himalayan Beverages had this to say “Delhi Government’s recent announcement for restaurants and bars to remain open till 3 am is an appreciated move showcasing Delhi as a progressive city on the world map. We welcome this decision as a part of the industry.
This cosmopolitan city will allow people to enjoy themselves at their convenience without rushing due to time restrictions. Moreover, it will not only encourage and provide ease of doing business in the city, but will also add up to the revenues of the hard-hit HORECA industry which sees newer opportunities after two years of the pandemic.
In addition to this, this will also help us all promote responsible drinking among consumers. They will not be under the pressure of finishing drinks, rather enabling them to enjoy for longer hours and responsibly. Further enhancing experience for consumers and industry. Look forward to witnessing this positive change in Delhi’s nightlife!”
In an official government note, deputy chief minister Manish Sisodia, who holds the excise portfolio, asked the department recently to extend the closing time of restaurants, and to ensure that no establishment is subjected to harassment if it stays open till 3am.
“As part of our policy of ease of doing business and also to bring some cultural and nightlife activity in the national capital, which will further enhance the employment opportunity of our people, the Delhi government approved the New Excise Policy in November 2021 allowing the operating timings of restaurants up to 3am in consonance with the operational timings of NCR cities including Gurugram and Noida. The final implementation is being coordinated with the other agencies including Delhi Police,” read the file noting signed by Manish Sisodia.
“In the meantime, the excise department of Delhi, for all practical purposes, [is] to consider the closing time of restaurants as 3am, and no restaurant will be subject to any harassment on account of operation up to 3am,” the note added.
Among NCR cities, Gurugram allowed pubs to remain open 24×7 while in Noida, pubs can operate till 2am. In Gurugram, pubs were allowed to allowed to open till 6 am last year but the new policy announced by the Haryana government allows such outlets to remain open 24×7. In Noida, since April 2019, all pubs can operate till 1am and this can be extended to 2 am for a fee.
Though Delhi’s new excise policy was implemented on November 17, 2021, the change in operating hours will not kick in until a specific order is issued. For example, another key change in the policy — lowering the drinking age from 25 to 21 — is yet to be implemented because the Delhi government is yet to amend the Delhi Excise Act.
While Delhi Police has not issued an official response, a senior officer said they were not aware of any such order yet. “The Delhi government has not consulted with the Delhi Police while issuing the said order. When the order was notified, the Delhi Police had raised concerns related to law and order, traffic disorder, as well as safety and security of citizens, especially women,” said a senior officer, who is aware of the matter.
There have been demands to extend the operating hours since the excise policy was implemented last November, and a group of representatives of the National Restaurant Association of India met Sisodia recently to urge the government to push the change through.
“Restaurants have already paid the excise fee as per the new policy, but continue to be restricted to the old operating timings – leading to huge business losses in this critical recovery phase for the industry. Non-implementation of this most important change is putting the industry into much deeper distress than before. This will surely negate the gains that are expected from the reforms undertaken by the Delhi government,” said the NRAI representation submitted to Sisodia.
According to Rahul Singh, trustee of NRAI, restaurants not serving liquor in Delhi are allowed to operate 24 hours if they so choose, but restaurants serving liquor operate with an L-17 licence, which only permits the service of liquor in independent restaurants till 1 am.
To be sure, the 24-hour service of liquor is allowed in restaurants inside five-star hotels, and those located in the arrival or departure terminals of IGI airport.
Restaurants serving liquor in Delhi need multiple licences from different agencies to operate in Delhi, but only the excise and police licences specify timing restrictions. The health, and shop and establishment licences given by the municipal corporations, the food safety licence given by the Food Safety and Standards Authority of India, and the fire licence given by Delhi Fire Services, don’t have any timing specifications.
Restaurateurs welcomed the Delhi government’s move
“Delhi is truly a world city, the capital of our nation, and the most visited city too. Tourists as well as the residents truly deserve a global experience. With longer office working hours and the commute, there is always a paucity of time for patrons to have a relaxed evening. Extending service of liquor in a restaurant will provide relief from binge drinking. This will increase jobs in the hospitality sector, and more revenues to the city’s exchequer. While some will question the law-and-order aspects, one has to realise that when there are people on the street and the city is vibrant, there is less crime. Look at examples of global cities and even our own airports, railway stations which operate 24/7,” NRAI’s Rahul Singh said.
Sanjeev Mehra, president of Khan Market Traders’ Association, however, cautioned against the move. “It will also not lead to any increase in business for many of the regular traders and shop owners. But the move will definitely put additional burden on Delhi Police, which is already overburdened, and may lead to increase in law-and-order issues,” he said.
Meanwhile, the BJP slammed the Delhi government’s move. “The new excise policy is going to destroy the future of Delhi’s youth. Permitting restaurants to serve liquor till 3am is nothing but promoting use of alcohol among people. It may also lead to law-and-order situation in the capital,” said Ramvir Singh Bidhuri, leader of opposition in Delhi assembly. Delhi satellites Noida and Gurugram come under Uttar Pradesh and Haryana respectively, and both states are ruled by the BJP.
The newly formed Punjab government of the Aam Aadmi Party (AAP) is contemplating upon allotting liquor vends through a tender system in its bid to shore up revenues from excise. However, the traders are not open to this idea and want continuation of draw of lots. In Delhi where AAP has been ruling the new excise policy has been welcomed not just by the industry, but also consumers. The Minister of Finance, Harpal Singh Cheema has directed officials to study excise policies of other states and plans to roll out the policy soon. Punjab is likely to pick up inputs from Delhi and other states before it announces a new excise policy for 2022-23 sometime in June to be effective from July 1. The excise department has already initiated informal discussions with the trade to understand their requirements while boosting the exchequer.
Like many states, Punjab’s major source of revenue is from excise. It has estimated the revenues for the current financial year at ₹7,002 crores, with an increase of 20% from ₹5,794 crores of 2020-21. According to media reports, the excise department has already achieved the revenue target for 2021-22.
In end March, the AAP government renewed the 2021-22 policy for a period of three months to those existing licensees who will give 1.75% excess revenue over minimum guaranteed revenue (MGR) of financial year 2021-22 for their respective groups and zones in order to maintain stability in the liquor trade. The minimum guaranteed revenue of groups and zones is estimated at ₹1,440.96 crores for this three month window and the revenue target is expected to be ₹1,910 crores.
The MGQ of Punjab made liquor (PML) called desi, Indian made foreign liquor (IMFL), beer and imported foreign liquor (IFL) of each group and zone has been increased by 10% of the corresponding first quarter of last financial year of the respective group and zone. Further, to allow retail licensees to lift liquor as per their requirement, the amount of additional fixed license fee has also been increased. The ratio of fixed and open quota of PML shall be 30:70 as was prevalent during financial year 2021-22.
It may be mentioned here that the government of Capt. Amarinder Singh had allotted vends through a draw of lots till 2019-20 and in the last two years it extended the trade licenses of those who guaranteed generating 12% excess revenue over the fixed minimum guaranteed revenue. It is learnt that the government is planning to increase the reserve price and license fee of liquor vends and also to increase the size of the group up to ₹20 crore, having 7 to 10 vends.
The government is on a mission mode to fill the coffers. The Finance Minister is on record stating that despite high liquor consumption in the state, it has been able to generate enough for the exchequer. “This is our mission now. We have to fill the coffers.” While lauding the Delhi excise policy, the Minister talked about basic difference between liquor consumers in Delhi and Punjab. “While Delhi consumes Indian Made Foreign Liquor (IMFL), Punjabis consume Punjab Medium Liquor (PML). We will have to work out our policy taking into consideration all these points.”
AAP national convenor and Delhi Chief Minister, Arvind Kejriwal had stated during the run up to the election that the AAP government would look at liquor and sand for generating funds.
India’s neighbours – Sri Lanka and Nepal – are in deep economic crisis. The crisis is a bit similar as both countries largely depend on revenues from tourism and that was severely affected due to the pandemic. Unlike Sri Lanka, Nepal is not that debt-ridden. Nevertheless, the Himalayan country is witnessing unprecedented inflation and its economy is just rolling down the mountains with no immediate relief in sight.
Hence, the Nepal Government headed by Sher Bahadur Deuba has initiated certain measures, including ban on imported cars, liquor, playing cards and nearly a dozen other “non-essential” goods to address the widening trade deficit and declining foreign currency reserves. Nepal’s central bank has said reserves are only sufficient to cover just over six months of imports, down from 10 months in mid-2021. The Finance Minister Janardhan Sharma has stated that the situation is nothing like Sri Lanka’s and that Nepal is in a “slightly better position” than Colombo in terms of production and revenue. He admitted, that although the forex reserves are stressful due to escalated imports of luxury items, Nepal is not burdened with foreign debts like Sri Lanka. Nepal’s trade deficit rose by nearly 34.5% on-year to $9.35 billion in mid-March, while forex reserves have fallen below $10 billion. Hence, the ban on some imported goods, including liquor.
Shri Sher Bahadur Deuba
“This is a short-term measure taken to prevent the economic condition of the country from going bad,” said ministry joint secretary Narayan Prasad Regmi. “The government has decided to curb imports of certain luxurious and non-essential goods as the recent surge in imports has put pressure on our economy.” The central bank had already verbally directed private lenders not to issue letters of credit for luxury goods earlier in April.
India major exporter to Nepal
In 2020, Nepal imported $5.58M in hard liquor, becoming the 142nd largest importer of hard liquor in the world. In the same year, hard liquor was the 228th most imported product in Nepal and the imports are primarily from India ($2.64M), Singapore ($1.76M), United Arab Emirates ($786k), United Kingdom ($169k), and Malaysia ($140k).
While emergency restrictions on imports of high-end vehicles might temporarily bolster Nepal’s balance of payments, the fact that imported wines and spirits represent less than 0.2% of the country’s total import value suggests that the ban will have negligible economic impact, state some experts. The heavy taxes on imported wine and spirits generate almost $55 million in the form of excise and customs,
The fear is that ban on imported liquor may lead to ‘bootlegging’. Nepal has a significant informal alcohol market. According to research by the World Health Organisation and the Nepal Health Research Council, at least 66% of all alcohol consumed in Nepal was either illegal or home-produced, making for an illicit market that is more than twice the size of the legal market.
Experts said that prohibiting the import of international spirits and wines will only compound this problem, increasing the share of illicit alternatives through smuggling across borders into Nepal and counterfeiting of popular, premium international brands.
Local brews
Locally, Nepal is known for some brews that mostly are made in homes. Rakshi is the Nepali term for a traditional distilled alcoholic beverage. Its alcohol content is around 45%. That is to say as a whiskey. Nepalese drink this homemade drink during the festivals.
Production and consumption of alcohol is controlled by the Madira Aain 2031. License is required to sell alcohol. However, it permits brewing and consumption for household purposes without a license. Gongo is made from scraps of ugali and maize, fermented over several days, and then distilled through a jerry-can of cold water into a soda bottle. This has hints of ethanol, but surprisingly palatable.
Tongba is the drink of the Limbu people of Eastern Nepal and also referred as Tibetan Hot Beer. And then there is Chaang which is made from a selection of cereals.
In 2020, Nepal exported $385k in hard liquor, making it the 123rd largest exporter of hard liquor in the world. During the same year, hard liquor was the 106th most exported product in Nepal. The main destination of hard liquor exports are to Japan ($231k), South Korea ($64.1k), Hong Kong ($53.6k), Macau ($20.4k), and Belgium ($13.5k).
The fastest growing export markets for hard liquor of Nepal between 2019 and 2020 were Macau ($20.4k), South Korea ($18.4k), and Japan ($8.41k).
Ironhill India in Bangalore is located in the IT hub near Marathahalli and is spread across a lavish 1.3 lac sq. ft. making it the largest microbrewery in the world. With installation art at every corner and an ambience to match, the new outlet will serve eight varieties of original craft beer. The space can accommodate more than 1800+ people at a time and makes a perfect venue for events, exhibitions and a night out as well that can be taken up with social distancing. Since the Bangalore launch the brand has established footprints with a swanky new outlet in Nellore and Rajahmundry as well. Teja Chekuri, Managing Partner, Ironhill India gives more details.
How did Ironhill India begin its journey?
Ironhill, the wonderland of breweries started its journey in 2017 at Vizag. We wanted to be the place for people from all walks of life to chill at, with our range of brews and hip ambiance. This was followed by Vijayawada, Hyderabad, Nellore, Rajahmundry and Bengaluru, with Ironhill Bengaluru being the largest microbrewery in the world. All Ironhill outlets have something unique about them that makes them stand out.
We are also, the biggest microbrewery chain in the country with a total of seven most happening microbreweries across Southern India and gearing up to other parts of the country.
Our aim from the beginning has been simple, to give our patrons a taste of the brewtiful life, with expansive spaces, galvanising ambiance, trippy music, bespoke food menu, and tasty brews to quench the thirst for magical experiences. We cater to everyone, from beer connoisseurs to newbies, regulars to one-offs, colleagues to friends, and we are just getting started!
How different are the challenges managing outlets in the US and those in India?
From a holistic perspective, it is about running all our outlets efficiently and professionally and, in that sense, there is not much of a difference. Where the difference does arise though, is in the culture, the rules and regulations, and the needs of our patron. However, we have learned and dealt with those differences with the aim of providing the best hospitality experience across the board.
Any reason for beginning your journey in the South of India?
Being from this part of the country, we saw the massive scope, the relatively uncrowded hospitality scene, and of course, the lack of awareness about, as well as presence of good microbreweries. So, we entered the microbrewery scene in the South with the sole aim of catering to the local demographic present here and introducing world-class craft beers and indeed a world-class hospitality experience to our patron. With the burgeoning demographic that sought magical experiences, it made complete sense for us to open our microbrewery in the south.
How different are your retail outlets from the competition?
We are all about the beer and food, however, that isn’t to say that our cocktails are far behind. We provide a holistic experience, with larger-than-life spaces, a majestic ambiance, music across genres, an extensive food menu that takes influences from local as well as world cuisine, you name it, and we have. We are all about crafting experiences that are as magical and as perfect as they come.
What is your game plan for India?
Now that we have a solid footing in the southern part of India, we are looking at aggressively expanding and establishing a pan India presence in the next three to five years.
What is the scope for expansion of your craft beer outlets?
We are in expansion mode, and you will hear about us soon from all parts of the country.
What was the impact of Covid on your business?
Undeniably, Covid put a spanner in the works and caused us losses. However, we have a very proactive team and that meant when normalcy was restored, we got back to business on a war footing. Having gone through the tough times relatively unscathed, we are now absolutely gung-ho about the future prospects, as of now business is brisk and we are hitting numbers that are even better than pre-pandemic times.
What kind of styles of beer do you offer at your outlets?
We believe in innovation and experimentation, and hence we launch new brews ever so often. There are staple brews of course like the Wheat Beers, Blonde Ales, Cider, etc, but we also have new beers every month based on the season, like the Mango Ale, Mango Saison, Kiwi Cider, Coco Brown Ale, to name a few.
What kind of food menu do you offer at your outlets?
We have a healthy mix of grub-inspired by local cuisine as well as world cuisine. We have ensured that we have an extensive menu, and we cater to the palates of people from varied backgrounds, so, it would be fair to say, that we have it all.
How important is location for your outlets?
Location is a prerequisite to running a successful business. Space, high footfalls, demographic, spending power, presence of competition, and many such factors are taken into account before deciding on the location of our outlets.
Allied Blenders and Distillers (ABD), maker of iconic products like Officer’s Choice Whisky and Sterling Reserve, won the ‘Distiller of the Year’ high commendation at the Icons of Whisky India 2022.
Instituted by the London publication Whisky Magazine, Icons of Whisky celebrates the people, places and products that make exceptional contributions to the dynamic whisky ecosystem.
Speaking on the occasion, Shekhar Ramamurthy, Executive Deputy Chairman, ABD stated, “It is a great honour for ABD to be recognised by the industry. We have always kept the consumer central to our brands and have phenomenal success in Officer’s Choice, the 3rd largest whisky brand globally, and more recently, Sterling Reserve which is amongst the fastest growing worldwide.”
