THE SPICE BOWL OF INDIA

We get to know the team at Kerala’s Wild Tiger

“We’re trying to build the brand internationally and then domestically. I still don’t believe

India is ready for sipping rums”

Gautom Manoj is the founder of Wild Tiger rum, a brand that is gradually making waves across the world with its stand out bottles and flavoursome spirit. Based in Kerala, in the south of India, we get to know him and his brand a little better. Wild Tiger aims to raise money for tiger conservation through the sales of its rum.

WHAT IS YOUR BACKGROUND GAUTOM? HOW DID YOU PERSONALLY END UP IN

THE LIQUOR AND RUM BUSINESS? WHAT IS YOUR ROLE AT WILD TIGER?

I was born in southern India and I have two master’s degrees, one from Oxford and one from the University of Westminster in London. I got into drinks because my father owned a distillery and was engaged in producing for other companies – essentially contract manufacturing. He had a bit of a health set-back in 2006 and at the time I was tee-total and very much adverse to the drinks industry. I got thrust into the business and I was disappointed, because what we were doing was simply building somebody else’s dreams.

I felt as though we had to build our own brands and build a legacy. When choosing which category to start, I did some research and was surprised to find out about rum’s heritage in India. I decided to launch a premium rum with the tiger imagery because it’s the national animal of India. We launched in early 2016 and that’s how I got into the business. It’s been non-stop since then.

My role is as founder and chief brand officer. It’s my blood, sweat and tears. It’s a lifestyle and passion. I’m glad to be doing what I do. It’s about putting India out and there and letting the world know about Indian spirits.

YOUR BRAND IS WILD TIGER, WHAT IS THE STORY BEHIND THE NAME? WHERE IS THE RUM PRODUCED?

We decided to call it Wild Tiger because it’s the national animal of India and I was eager to use the tiger imagery. Out distillery is in the south of India in the state of Kerala. The distillery is called SDF Distillery in a village called Pampady, where we are the largest employer in a 20 miles radius. We are serious about female empowerment too, and 80 per cent of our workers are women.

CAN YOU SET THE SCENE FOR RUM IN INDIA? ARE INDIANS EXCITED ABOUT RUM AND HOW IS IT CONSUMED THERE?

You’d be surprised to know that of the 15 top selling rums in the world, five are Indian brands. These are bottom of the pyramid however and mostly consumed by Indians. I was inspired to create the first premium Indian rum and specifically target the travelretail sector and Indians around the world.

We’re trying to build the brand internationally and then domestically. I still don’t believe India is ready for sipping rums. It is predominantly consumed with cola which is known as Thumbs Up, or otherwise just with soda. On the cocktail scene it’s mostly mojitos which are driven by Bacardi.

NOW ON TO WILD TIGER – WHICH RUMS HAVE YOU MADE AND WHERE CAN OUR READERS FIND THEM AROUND THE GLOBE? WHAT WAS THE INSPIRATION BEHIND

THE PRODUCTS? ARE THERE RUMS ON THE MARKET THAT YOU DREW INSPIRATION FROM?

We first introduced Wild Tiger Reserve Dark Rum. What is unique is that it’s a blend of molasses and cane juice. Most Indian rums are just 100 per cent molasses, but given our forefathers were making a cane juice style rum, we add a small percentage of cane juice in the blend, which gives nice earthy notes, and the rum is floral and fruity overall. This is about our roots and reminding people that we’re not just about molasses rum, it’s about the packaging, or the conservation, it’s the product too.

The second launched in 2017 and was Asia’s first spiced rum – Wild Tiger Spiced Rum. We specifically don’t use vanilla as it seems every spiced rum is an overdose of vanilla. We have spices from Kerala, which is the spice bowl of the world – cardamom, cinnamon, ginger, liquorice and a secret tea extract.

We’re about to launch a coconut rum liqueur from Kerala. Kerala is the second largest region for coconuts around the world. Everything we do is to keep innovation and provenance in mind.

CAN YOU TALK US THROUGH

THE PRODUCTS? DO YOU HAVE A PERSONAL FAVOURITE? ARE YOU A COCKTAIL MAN YOURSELF OR WOULD YOU SIP THEM NEAT?

My belief is that anybody trying rum or any spirit, should always try it neat to understand the nuances. Then try it as a cocktail. If a rum is a good one, I truly believe it can be had with any mixer and not fizzle out.

We have a few signature cocktails with our Special Reserve Rum, one called On the

Prowl created by Ian Burrell the global rum ambassador, and with the spiced rum we have The Royal Bengal.

Most of the feedback is that people are enjoying our rums neat with some ice, and with the spiced they use ginger ale. In Denmark and the Nordics, the spice is being enjoyed as a digestif.

WHAT IS WILD TIGER’S POSITION WITHIN INDIA? ARE THERE OTHERS RUMS FROM INDIA THAT YOU ENJOY?

In India, we are just in one state – Kerala, however we’re becoming much sought after and people are gifting us to their friends in other states. I can’t say I enjoy many Indian rums anymore, but there are a few I can mix with cola if there’s not anything else. I try to stay true to the rum category. I think every rum has a story. There’s so much more flavour that you can derive from sugar cane than you can from corn or barley, so rum will always be my choice of drink.