REDEFINING TIPPLES
Understanding the changes and trends in India’s alcohol beverage industry
In the last seven months, our tipple tales have transitioned from Saturday night bar crawls to in-house drinks with friends on Zoom; and now to a more conscious outdoor experience in this Unlock phase. It is interesting to note how the F&B industry in India that is undergoing a drastic change, is managing to keep our spirits high (literally and metaphorically) through constant innovations — hence proving that “necessity is truly the mother of invention”.
Introduction of alcohol subscription services, revamped products, enhanced home delivery, unique packaging and ancillary activities to complement the vibe of “drinking from home”, clearly signal the onset of a new era in alcohol consumption across the country.
CONSUMPTION PATTERN
e pandemic has brought a dramatic shi in the consumption behaviour and patterns of people. Sommelier Nikhil Agarwal, chief executive o cer, All ings Nice, a luxury, wine and spirits consulting and marketing agency says, “I think people are drinking more o en but less. ey are drinking better quality and in general there is a bigger emphasis on knowing more about what they drink. I also see people who are not a ected nancially by the pandemic (yes, they exist in manifold) are upping spends on the quality wines and spirits since they cannot go out.”
Chaitanya Rathi, chief operating o cer, Sula Vineyards also believes that it is “quality over quantity” for consumers now. He explains that the switch to at-home consumption will be both a medium- and a long-term trend. Elaborating on the evolving concept of wine consumption, Rathi says, “Home delivery of wines has updated the alcohol buying experience. Women especially nd it convenient to order their favourite bottle of wine from the comfort and safety of their home and not jostle for space in a cramped liquor shop.”
Overall, the pandemic, as Nitesh Chhapru, vice president, Marketing and Business Innovation at Diageo puts it, is fuelling underlying consumer trends like — drinks not just on-the-house but also in-thehouse; socialising that seamlessly
ts into a spontaneous and an active lifestyle; Made in India pride and increasing social and ethical consciousness.
Women nd it convenient to order a bottle of wine from the safety of their home
HIGH ON DEMAND
While delving into the categories of spirits and beverages that are gaining popularity, I was convinced that gin is de nitely on a rise — primarily due to the herbs and botanicals that go into its making; and also because it feeds well into the cocktail culture which is thriving in India at present.
Talking about the cocktail trend, Apurav Bhatia, head mixologist at Copitas, Four Seasons Hotel Bengaluru says, “ere has been a resurgence in cocktails as opposed to straight drinks. Artisanal cocktails and classics have been trending and there is more of a demand for white spirits like gin, vodka and also tequila which was relegated as a shooter drink, earlier.”
High quality cra beers are also developing a loyal fan base as consumers, especially millennials, are looking for a more elevated drinking experience. Cra beers feature select ingredients and each batch varies slightly from the other because the entire brewing process is manual in nature. Where cra beers are brewed keeping in mind the varied palates, mass produced beers are monotone in avour, thereby making the former a clear choice for those wanting to break free from run-of-the-mill o erings.
According to Agarwal, although Scotch whiskies are evergreen, other whiskies like Bourbons of the United States and single malts from India are gaining traction currently.