The Comptroller and Auditor General (CAG) has detected failure on the part of the Excise department to notify norms for production of Indian Made Foreign Liquor (IMFL) from ENA, which led to the shortfall in the IMFL yield during production and resulted in a revenue loss of Rs. 57.83 crore.
ENA is the primary raw material for making alcoholic beverages such as whisky, vodka, gin, liqueur and alcoholic fruit beverages. It typically contains 95% alcohol by volume and is derived from sources such as sugarcane, molasses and grains.
The CAG report for the year ending March 31, 2020, was tabled in the autumn session of the Assembly.
The report said the records (June 2020) of one distillery (CMJ Breweries Pvt Ltd) and bottling plants of the same firm and four others – North East Bottling Plant, MDH Beverages Bottling Plant, Marwet Bottling Plant and Oaken Gold Bottling Plant – from 2015-16 to 2019-20 were audited to assess the correctness of excise duty collected based on data relating to production and stock.
The audit revealed that four of the five bottling plants utilised a total of Rs. 3.58 crore BL of the ENA during this period. Taking the 1% wastage norm (0.5% for blending and 0.5% for racking) into account, the bottling plants were expected to produce 90,96,457 cases of IMFL, the report said.
“However, four bottling plants disclosed production of 87,17,511 cases of IMFL. This resulted in the short-production of IMFL by 3,78,946 cases. These plants failed to maintain any records of ENA procured and consumed; nor were such reports submitted to the Excise authorities,” the report stated. The audit report observed that the rate of excise duty notified by the state Excise department during the review period was fixed at a uniform rate of Rs.810 per case. It noted that the rate of VAT (40%) fixed by the Taxation department varies from brand to brand ranging from Rs.716 to Rs.787.59 per case.
“The failure of the government to notify norms for production of IMFL from ENA, despite lacunae pointed out in the audit report for the year ended March 31, 2014, resulted in a shortfall of 3,78,946 cases during production, involving loss of revenue to the tune of Rs. 57.83 crore in the form of excise duty (Rs. 30.69 crore) and VAT (Rs. 27.13 crore) over a period of five years under scrutiny,” the CAG report said.
It further said the failure of the state government to notify norms for production of IMFL from ENA and norms for production of ENA from raw materials (grains) resulted in the loss of Rs. 57.83 crore in revenue. Besides, concealment of actual production and sale of IMFL cannot be ruled out, it added.
The CAG stated that the matter was reported to the state government in November 2021. “During the exit meeting in February 2022, the commissioner and secretary of Excise department assured that the norms for production of IMFL from ENA and norms for production of ENA from raw materials will be notified latest by May 2022,” it said.
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.
Pernod Ricard and JCDecaux, recently launched an innovative digital partnership in data management through the roll-out of a solution called Data Portal. This solution enables a company to centralise, in a single point, all the data from its different entities around the world, facilitating their use and sharing. The Data Portal is aligned with the transformation objectives of both Groups, who have placed data at the heart of their business and growth strategy.
The tool has been developed since 2015 by the Pernod Ricard IT Data Center of Excellence team, which is already composed of 20 people and constantly growing. The Data Portal, a particularly easy-to-use and intuitive solution, is a true accelerator for digital transformation. Almost 7,000 Pernod Ricard employees find everyday information about sales or key figures for the development of their commercial strategies on it. Following initial discussions which started in 2020, the two Groups have decided to opt for an alliance between non-competitive partners, in order to enhance the Data Portal with their respective experience, co-developing technical ecosystems and benefitting from the cost synergies generated by combining their skills. This technology, which does not involve the exchange of data between the two companies, is conceded for free by Pernod Ricard, without any conditions or limitation of use. Each company then manages its data in line with legal data management requirements.
In a process of continual improvement, the collaborative and agile alliance between Pernod Ricard and JCDecaux will help accelerate the development of new data-related features and technologies and could then be opened up to other non-competitive companies, within the same legal framework and co-construction model. The project monitoring will be managed by Neoxia, a trusted third party, who will continue to ensure the platform’s developments and integration in line with the roadmap co-defined by Pernod Ricard and JCDecaux.
Alexandre Ricard, Chairman & CEO at Pernod Ricard, notes that, “The Data Portal is a wonderful asset for our Group. This solution, developed by our Data Center of Excellence, is a key tool for our growth mindset untitled the “Conviviality Platform” in which data is a major issue. The Data Portal facilitates our teams’ work in order to provide each of our markets with the right product, at the right time, at the right price, to the right consumer. We’re delighted to share this innovation with JCDecaux and to benefit from each other’s experience.”
Jean-Charles Decaux, Chairman of the Executive Board and co-CEO of JCDecaux, adds, “As a company that believes in the power of collaboration to grow business, we are delighted to enter this technological alliance with Pernod Ricard that is focussed on data management. Underlining the strength of our joint approach to digital innovation, JCDecaux will play an active role in the development of the Data Portal, enhancing it with new features. Designed via an open innovation approach, this solution will help us achieve our data strategy and fulfil our objective of developing shared data management platforms within JCDecaux. This will in turn allow business units to capitalise upon this innovation for the benefit of our customers and partners, media agencies, advertisers and local authorities.”
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.
Diageo recently announced it has acquired Vivanda, owner of the technology behind Diageo’s digital ‘What’s Your Whisky’ platform and the Journey of Flavour experience at Johnnie Walker Princes Street.
This acquisition will enable Diageo to expand FlavorPrint technology to other categories. And it will support the continued development of their advanced analytics and digital marketing capabilities, providing a deeper understanding of consumer taste preferences and helping to unlock further opportunities in innovation and personalised consumer experiences.
Powered by artificial intelligence, FlavorPrint technology, through a series of simple questions, analyses and maps consumers’ flavour preferences against a large proprietary sensory database of foods and aromas, to generate a digital representation of their unique ‘Flavor Print’. It then recommends brands and variants whose flavour profiles consumers are most likely to enjoy. The technology breaks down traditional barriers to category exploration, supporting broader consumer engagement through more personalised recommendations and helping to ensure Diageo brands stand out at every point along consumers’ paths to purchase.
Launched in 2019, ‘What’s Your Whisky’ has been rolled out across 21 markets and is available in 16 languages. It has been integrated into the physical stores and e-commerce platforms of a number of our key customers in Europe and North America, as well as across their direct-to-consumer channels such as malts.com to enable purchase recommendations.
The technology also underpins the immersive Journey of Flavour experience at Johnnie Walker Princes Street in Edinburgh, tailoring the drinks that visitors enjoy during their 90-minute tour to their palates. There are more than 800 flavour combinations available in their innovative dispense systems, meaning a consumer could visit every day for more than two years and not have the same experience twice.
Vivanda’s team will join Diageo and its founders, CEO, Oli Fuchs, and CTO, Matt Corish, will provide ongoing consultancy services to continue building on the success of the FlavorPrint technology.
Cristina Diezhandino, Chief Marketing Officer at Diageo, commented, “We know consumers are looking for more personalised, interactive experiences and that they are increasingly engaging with our brands digitally as well as in person. We’re delighted to welcome Vivanda to Diageo and we are looking forward to working together to connect with consumers in more innovative ways that help shape the future of how we socialise in person and virtually.”
Oli Fuchs, Co-founder and CEO, Vivanda, said, “We are very excited to join Diageo. Vivanda set out to create innovative technology which connects consumers with products through sensory insight. We are proud of the excellent engagement we have received from consumers and are looking forward to connecting millions more people with their new favourite beverage and creating the digital standard for taste.”
As per reports Maharashtra’s Excise Department will now, not allow to carry even 1 alcoholic bottle from Goa into Maharashtra. The news comes on the instructions of Shambhuraj Desai, the State Excise Minister due to the increase in the transport of the illicit alcohol across the border of Goa and Maharashtra.
According to the Excise officials there has been an increase in the confiscated liquor at the borders entering Maharashtra at various checkpoints, with smugglers carrying high quantity of bottles.
The Excise Minister has not only asked the officials to be strict, but also also asked them to invoke the MCOCA against them, which allows the Police to liable criminal charges. While the primary target of these will be smugglers who transport alcohol in large quantities, how this affects the regular consumer remains to be seen. Since it is common for consumers to buy alcohol at cheaper prices from Goa to bring home in other States.
Price has always been the biggest motivator for consumers to carry bottles from Goa into other States since alcohol bottles range from a disparity in pricing as it moves towards the upwards range. Most bottles have a price disparity of nearly 35-40% or more in Maharashtra/other states as compared to Goa. Although the smuggling is seen more in IMFL brands and not imported brands, a regular consumer is often seen carrying imported brands as well.
Updates for Flights from Goa:
Currently there is no indication that consumers aren’t allowed to carry alcohol in flights from Goa. While the focus of these checkpoints is expected to be on road, there isn’t any information on the alcohol carried by air by consumers. The stipulated limit for carrying alcohol from Goa is 4-5 litres by air. Although carrying even 1 bottle isn’t permitted by law, consumers do carry their stipulated limit often when flying out of Goa.
Ambrosia will try and speak to the Excise Officials to get more updates on the same and will update the article periodically. So do check back to see if there have been any changes to that rule.
With December around the corner, Goa is expecting a high influx of visitors like every year and it is expected that these users will carry alcohol back to their home States. Incase you are traveling by road then do expect some stringent checking at the Goa-Maharashtra borders, while the scenario with flights continues to be the same with no challenges yet for carrying alcohol.
But in an interview with TOI, Ravindra Awale, Kolhapur’s Excise Superintendent stated that they are going to set up portable cabins along the unattended roads between Goa and Maharashtra to plug in the smaller roots. “Right now, we have proposed action under section 93 of the Maharashtra Prevention of Dangerous Activities Act against repeat offenders. Applying MCOCA will help bring down the number of cases.”
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.
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.”
