Indian whiskies have slowly but surely been making their mark on an international stage. While a number of them have reached millionaire status one of the original flag bearer of putting India on that map is undoubtedly Amrut. Their Indian Single Malts have won numerous awards globally and the distillery is now looking to bring that same flavour and enthusiasm to the India consumers with their recently created Luxury Malts & Spirits (LMS) Division. As the name suggests, this division is driving the ultra-premium brands of the company to domestic market. Bhavya Desai spoke to Rakshit Jagdale, MD, Amrut Distilleries on this development. Excerpts: 

Amrut Distillers took a while in expanding their footprint in the domestic market? Any reason why?

Amrut has been catering to our customers in India for sometime now. We follow the policy of ‘steady build‘ and our brands are loved all over the world including India. 

We have recently started our Division called Luxury Malts & Spirits Division which is focusing on our Premium brands. This division is responsible for making our premium brands available in India and we are happy that the products have been received well so far. 

How has the response been to the products so far? 

We are glad to inform you that our Amrut’s Amalgam Malt Whisky has made its mark in India as well. As the name suggests it’s made out of amalgamation of Single Malts from three regions – Scotland, Asia and Our own Malts. It has already been well accepted in Karnataka, Goa, Telangana, Maharashtra, Chattisgarh, Delhi, Chandigarh etc and it’s acceptance amongst our esteemed armed forces through CSD has also been very satisfying.

Apart from this our latest offering, the Amrut’s Amalgam Peated has also been well received by the consumers who have ‘graduated‘ to the acquired taste of peat. The brand is gaining momentum state after state . 

Our Two Indies Rum which has the distinction of being made out of Jaggery is also being rolled out in India. It is a brilliant product packed with an heavy bottom glass bottle for the Rum lovers 

What is the pricing strategy of the products currently (in terms of price points, etc) against competitors? 

We follow the doctrine of supplying ‘best in class‘ products on basis of quality and packaging. We do not look at competition for pricing.

We look at the futuristic ‘need gap‘ of the consumers and a lot of work at our distillery at Bangalore to offer expressions which will suit the needs of the consumers. Our motto is to delight the consumers with world class quality and packaging. 

How has the pandemic impacted your plans and the business?

The current pandemic has definitely impacted our plans, particularly since the on-trade outlets are closed and our premium brands have a bigger presence and prominence in these outlets. Nevertheless we are all geared up and have started bouncing back in an organised manner to get back to our volumes. 

What is the quantum of increase in terms of production capacity undertaken to realise this vision? Any investment plans to increase your inventory?

We have enough expansion done as far as the production capacity is concerned. We are confident of supplying our malts as per the demands. We have a war chest to cater to the growing demands of our customers in India and abroad. 

We take satisfaction in mentioning that our philosophy of being a proud Indian Company is keeping us in good stead with Our nation’s new narrative of Going Vocal for being Local . We have being following the Indian Story since long and feel proud to be an INDIAN MNC. 

What is the expected growth in terms of business and revenue following this expansion?

We expect the LMS division to give us good traction and both our top and bottom line are expected to grow as per our Annual Operating Plans. 

More than half of Brits surveyed is back.

Lockdowns have pushed everyone’s social life to the backburner and patrons are looking to entertain themselves at home. In a survey conducted during the lockdown on how Brits were enjoying their drinks at home during a lockdown, more than half of those surveyed believed that ‘Cocktail Hour’ has made a comeback during this time.

Research states that more than half (53%) of Brits surveyed believe the cocktail hour has made a comeback in recent weeks, with 7.30 pm emerging as the time people are most likely to raise a glass with loved ones. While ‘cocktail hour’ was born in America, it reached the height of fashion in Britain in the 1920s. In fact, the first cocktail party in the UK is said to date back to 1924 and was reportedly thrown by war artist Christopher Nevinson.

But today, according to the findings from a Bacardi’s survey, the cocktail hour has made a virtual come back with as many as 43% of respondents attempting to perfect cocktails at home since the lockdown began. Almost a third (31%) of participants have enjoyed virtual drinks parties with friends as a way of keeping in touch and one in five (21%) have even dressed up for their virtual drinks occasion. Close to 29% of respondents have been dusting off specialist cocktail glasses and 27% are going all out by making use of a shaker ahead of virtual get-togethers.

What’s more, the contemporary cocktail hour is here to stay, with over a quarter of those surveyed (27%) claiming they will continue hosting virtual cocktail hours with friends and family beyond the lockdown. Nearly a third (32%) of these budding mixologists claim they were inspired to try their hand at a cocktail because they are a more interesting alternative to wine and beer.

According to the survey, the Mojito (made with rum, sugar and zesty lime) is the most popular make-at-home cocktail. The classic Pina Colada, made with coconut cream, rum and pineapple came second, with the Californian-born Margarita coming in third place. While the Mojito proves the number one serve, vodka is the spirit of choice for 35% of those surveyed when making cocktails at home, closely followed by gin (33%) and rum (23%).

Nearly a quarter (23%) of respondents have shared a virtual toast over a non-alcoholic or low alcohol cocktail according to the report, with Virgin Pina Coladas, Virgin Mojitos and Virgin Marys topping the poll of favourite non-alcoholic cocktails. Millennials prove the most mindful drinkers as data shows 41% of consumers between the age of 25-34 years surveyed have raised a low alcohol or non-alcoholic cocktail during virtual drinks.

This Father’s Day, let Bowmore Aged 12 Years Islay Single Malt Scotch Whisky, from Beam Suntory, be a worthy companion to the epitome of class and quiet sophistication synonymous with every father. Bowmore, Islay’s oldest distillery, is home to the world’s oldest whisky maturation warehouse, The No. 1 Vaults. Crafted to perfection in this legendary warehouse for over 240 years, the Bowmore’s 12-Year-Old Single Malt Scotch Whisky is a delicate blend of citrus notes and mellow honey, teasing the brand’s trademark peat smoke notes all the way. The culmination of this symphony of flavours leads to a titillating experience of the senses – one truly worthy of the Beam Suntory hallmark. The 12-Year-Old Islay Single Malt Scotch Whisky has been awarded a Gold at San Francisco World Spirits Competition 2018 and International Spirits Challenge 2017, reflecting the essence of Bowmore.

Just as the trickling sands of time refines a father into the best version of himself, so is the case with this offering. Promising to be just the reminder of indulgence every father deserves on his special day, Bowmore Aged 12-Years shines through to be the perfect gift for your main man.

Bowmore Aged 12 Years Islay Single Malt Scotch Whisky is available across all major cities including Chandigarh, Delhi, Haryana, Punjab, Rajasthan, Karnataka, Pondicherry, Tamil Nadu, Kerala, Andaman, Maharashtra, Goa, Assam, Sikkim and West Bengal, and ranges from ? 3,200 to ? 7,500.

The best way to consume the Single Malt Scotch Whisky is as a Perfect Serve – add 30 ml of Bowmore Aged 12 Years, into an old fashioned glass, topped off with a dash of water. Bowmore Aged 12 Years Islay Single Malt Scotch Whisky is to be had in a manner that opens up its aromas, displays the complex flavours and notes.

Rémy Cointreau has partnered with Flow Hospitality Training to offer accredited training to hospitality workers at no cost. “The On-Trade are critical to our industry and during this uncertain time Rémy Cointreau wants to give something back to the men and women around the world who bring our brands to consumers,” said Richard Lambert, Global On-Trade Director at Rémy Cointreau.

The company’s move comes from recognising the unprecedented difficulties currently faced by the hospitality industry around the world. With many professionals either furloughed or currently unemployed and looking for an opportunity to enhance their skill set and advance their hospitality careers once trade reopens in their respective countries.

The members of the hospitality industry are invited to register for a wide selection of courses designed to expand their knowledge and practical understanding of various elements of the business; ranging from bartending to food, health and safety, to housekeeping, disability awareness, equality and diversity, customer service to wine and more intangible skills such as management, an introduction to leadership and effective team management.

“It’s encouraging to see a multi-national company like Rémy Cointreau giving back to the industry that supports it in such a meaningful way. We are delighted to partner with them to strengthen the On-Trade community,” added David Wither, Flow Hospitality Training Co-Founder.

There are special days for all things dear to us… And gin, the fashionable drink, is definitely one among them. In recent years, there is a strong trend among urban Indians to explore and also opt for gin as their spirit of choice owing to its refreshing appeal and exclusive botanical flavours, especially in cocktails and at brunches. The second Saturday of June, every year, is celebrated across the globe as World Gin Day.

In December 2019, Beam Suntory, the global premium spirits company, brought the flavourful Japan masterpiece – Roku® Gin to India with the launch of The House of Suntory portfolio. True to its Japanese craftsmanship, Roku alludes to the impeccable flavors and authenticity of the region. The unique blend artfully balances six unique Japanese botanicals – Sakura Flower or Yae-sakura and Sakuna Leaf or Oshima-sakura, which add the floral hints, Sencha Tea and Gyokoru Tea, for the full-bodied aroma, Sansho pepper or Bu-do Sansho, for the spicy notes, and Yuzu Peel, for the sweet citrus fruitiness.

With World Gin Day on 13th June, gin enthusiasts can look forward to exploring exciting new ways to enjoy this spirit that has conquered the love of beginners and aficionados alike. To celebrate the occasion, Beam Suntory brings to you a collection of fine Roku cocktails to be savoured within the comfort of your home:

ROKU TONIC – Roku gin, Tonic water and 6 strands of ginger

· Ingredients:
o 30 ml Roku
o 120 ml Tonic

· Garnish:
o Ginger sticks, as per your preference

· Method:
o Add all ingredients and build. Serve over cubed ice in a highball glass. Garnish with ginger slices.

ROKU SONIC – Roku Gin, Tonic Water, Soda Water, Lime

· Ingredients:

o 30 ml Roku
o 60 ml Tonic Water
o 60 ml Soda Water

· Garnish:
o Lime Garnish, as per your preference

· Method:
o Add ice to a highball glass and stir to chill glass. Add Roku and stir to chill the gin. Top with tonic.

ROKU SOUR – Roku Gin, Matcha Tea, Egg White, Yuzu Wheel

· Ingredients:
o 60 ml Roku
o 10 ml Matcha Tea
o 1 Egg White

· Garnish:
o Yuzu Wheel

· Method:

o Add egg whites to the shaker and shake to aerate. Add Roku and Matcha tea and shake. Strain into a chilled martini glass and garnish with a Yuzu wheel.

ROKU NEGRONI – Roku Gin, Umeshu, Campari, Orange Zest

· Ingredients:
o 30 ml Roku
o 15 ml Umeshu
o 15 ml Campari

· Garnish:
o Orange Zest, as per your preference

· Method:
o Add all ingredients and build. Serve over a large cube of ice in an Old Fashioned glass. Garnish with orange zest.

The food and beverage industry with the restaurants and bar business, in particular, is facing grave uncertainty due to the ongoing COVID-19 pandemic and the resultant lockdown, resulting in most of the outlets reeling under severe financial stress.

To aid and support the industry, Jack Daniel’s launched an online crowdfunding tip-jar initiative, aimed at raising money for bartenders and wait staff community, who have been severely affected due to the coronavirus outbreak. With every virtual tip that is contributed, Jack Daniel’s will provide financial support as well to build back this community.

The initiative is live now and will run till 31st May, 2020. Jack Daniel’s will promote the initiative by working with people from the industry to create awareness around the initiative and take it to a wider set of people for raising a significant amount.

The brand has partnered with the Indian Flair Bartenders Association (IFBA), a Government registered non-profit organization, which is an umbrella association for the bartending community. IFBA will collect money by providing a crowdfunding platform to people willing to help and will then distribute the amount collected to the intended recipients, ensuring the money raised reaches the impacted people directly.

Additionally, Jack Daniel’s is also reaching out separately to all the finalists of its annual nationwide cocktail competition, American Whiskey Legacy Cocktail Challenge. All the mixologists over the years who have made it to the finals of the competition across all the editions are being supported financially by the company to help them overcome the present situation.

Says Siddharth Wadia, General Manager – India, Middle East and North Africa, Brown-Forman Worldwide LLC, “We are all facing a new reality these days, but if there is a bright side, it’s that people around the world are coming together, taking care of one another and doing all they can to support each other. Given the unprecedented situation, Jack Daniel’s stands committed towards extending support to one of the most important members of our community – the bartenders and the wait staff – who form the cornerstone of the Jack Daniel’s family. We urge people to come forward and support this initiative.

The President of IFBA, Rohan Carvalho added, “IFBA India is committed to support individuals and families of hospitality professionals at this critical time in our country. As a non-profit organization, it was our duty to bridge the gap between them and our donors. On behalf of IFBA India, I would like to thank Jack Daniel’s and Brown-Forman for stepping up when it matters the most. This online initiative would help us make a huge difference to those in need and with this kind gesture it gives me and all of us at IFBA India a hope to succeed in the mission we have undertaken. I am humbled and would like to extend my gratitude for supporting this campaign.”

From being one of the leading vodka brands globally, Grey Goose is the go to vodka choice for most consumers today. Ambrosia spoke to Aastha Gupta, Brand Manager – Premium White Spirits (INDIA & SEA), Bacardi India Private Ltd on their new initiative called House of Change.

How important is this program to the Grey Goose brand?
Bartender advocacy has always been one of the key foundational pillars in our brand’s history and the bartending community holds great importance to us. In these unprecedented times, Grey Goose wanted to support learning to help the community weather the storm, so that bartenders are able to return to their craft even stronger than before.
India has some of the best bartenders in the world. The House of Change program is aimed at these professional bartenders who already provide the highest level of drink experiences to consumers. Our goal is to help them refine their softer skills by accentuating not only their talents behind the bar, but a 360-degree development of their personalities and their service style.

What kind of brand recall do you expect from consumers watching this program?
Our House of Change initiative is created for the bartending community. Bartenders embrace health and wellness, seek advanced training and career enriching experiences and have a strong sense of community and camaraderie. Each bartender has unique interests and hobbies, but the common underlying thread is the desire to grow. Through this program we tried to bring alive our Brand promise by uniting the bar community around their shared passion for trade and hospitality, while providing a platform where they can polish their skills and engage with and celebrate their community. As Grey Goose, our commitment to our partners goes beyond their professional role – our goal is to support them in all aspects of their career and personal development, as well.

What is the size of the program in terms of bartenders and what are the consumer views you expect to get?
We are proud to say that bartender participation has grown since the program launched three years ago. This year, we received an overwhelming response with more than 500 entries for the participation and we welcomed 200 registered participants.

What is your digital media plan for this exercise?
House of Change is aimed at the bartending industry and was promoted through our Bacardi brand ambassador team and our partners. Our advocacy team have built a strong community and we were pleased to see them share the opportunity across their network.

Was this a specific program for India?
House of Change is a specially curated local multi-faceted advocacy program run by the India Grey Goose team specifically for the needs of the Indian talent, to support them in marking their foray into the global scene with a competitive edge. This program is running for the third consecutive year.

What kind of market response do you expect after this virtual initiative? 
House of Change is a program curated with the hope that it benefits the bartenders in a positive way, setting them to discover a journey from a job to a clearly defined purposeful career with a point of view.

How has the Grey Goose brand evolved in India?
Grey Goose was one of the first super premium vodka brands to be present in the Indian market. It has grown from a desirable brand that is looked highly upon to a brand that is much loved and consumed during occasions big and small.

Nakul Pasricha is the President of Authentication Solution Providers’ Association (ASPA), a non-profit organisation working towards building up authentication eco-systems in country to support economic, industry and consumer development. In an Interview with Ambrosia he provides deep insight about the current situation of the liquor industry.

Why does liquor matter to state excise and what should they do during such a crisis?
Excise revenue from alcoholic beverages has always been an important source of own tax revenue for states in India. According to Reserve Bank of India study (State Finances: A Study of Budgets of 20192-) state excise duty on alcohol accounts for around 10-15% of own tax revenue of most states.

Post GST implementation, its significance has increased as revenue from state excise (from alcoholic beverages) and stamp duty and registration fees (mainly levied on sale of property) are now the major sources where state governments have autonomy to levy taxes. If one were to exclude SGST (rates of which are decided in the GST Council) from states’ own revenues, the share of state excise and stamps and registration fees in states’ own revenues has increased significantly, from around 20% to 40%, in the post-GST regime.

Table: States revenue as Excise duty (Rs in crore)
2018-19 (RE) 2019-20 (BE)
All states + 2 UTs 1,50,657.95 1,75,501.42
Uttar Pradesh 25,100 31,517.41
Karnataka 19,750 20,950
Maharashtra 15,343.08 17,477.38
West Bengal 10,553.36 11,873.65
Telangana 10,313.68 10,901
Top 5 earner listed above
Source: State Finances: A study of Budgets of 2019-20; RBI

Smuggling or illicit liquor has always been a concern for revenue authorities, how can they handle this during such a crisis?
Smuggling will always remain a challenge with excise authorities until all states come together to form a national pricing policy. Taxes and prices can have a major impact on curbing this illegal trade but it also need to be supported by strong governance and high-level security. Smuggling, refilling and illicit trade can be curbed to a large extent, if all states upgrade their existing systems including upgradation of anti-counterfeiting and supply chain measures. For example, more than 22 states in India are using Tax stamps for revenue protection, but, still out of all, only few have upgraded their tax stamps with digital traceability mechanism. The ability of tax stamp issuers, brands and others involved in tax stamp programmes to monitor and record complex supply chain data in real time is something that could only have been dreamed of a few decades ago. But integration with technology has made it possible and extremely easy.

How much do you estimate counterfeiting has increased during COVID-19?
Liquor products have always been on higher priority for counterfeiters. We have noticed that during the COVID-19 lockdown there has been a spike in crimes related to liquor, making excise officials busy preventing illicit liquor trade. According to media sources, in last 30 days, almost one case per day had been reported in India.

Fraudsters have some ingenious methods of making illicit liquor. For example, many people started making liquor from hand sanitizers. According to a Delhi Police data, they have arrested 155 people in 147 cases under the Excise Act and 18,556 bottles of liquor recovered in the first two weeks of April during the ongoing lockdown. In Kochi, cops have seized over 8500 litres of spirit in multiple raids. In Bihar, which is a prohibited state, 900 cartons of illicit liquor were seized on way to state. In Hisar, officials have seized over 2 lakh liquor bottles during the lockdown period. These are few mere examples.

Some States have started home delivery models. What is your opinion on that?
A technology enabled home delivery solution can help enforce social distancing, but one need to ensure that what the consumer is getting is genuine and safe. There is a need to increase consumer awareness about the dangers of illicit or counterfeit liquor. Most of the liquor bottles carry anti-counterfeiting features but how many consumers check those or insist on a bill? It could be a good opportunity for Government to engage consumer in authentication process as well as in ensuring legitimate sale. If Government can make a mechanism and ensure consumer participation in authentication at point of delivery, it will be a game changer.

How can technology help curb illicit liquor?
With the advancement of desktop publication and smart scanning technologies, it is becoming easy for counterfeiters to replicate product labelling. It is crucial to understand how to protect the product and its packaging from physical attack as well as maintaining a secure supply chain. Even an expert cannot identify the difference between fake vs. genuine products. In this scenario, authentication technologies have played an essential role in combating counterfeiting. While physical technologies are essential for protecting product label and packaging, the recent advancement in digital technologies has open new ways for brand/authorities in faster authentication, monitoring the supply chain, traceability & data intelligence.