With a career spanning over three decades in the industry, Bikram Basu has been in different roles with different companies. An industry veteran who is now at the helm of affairs at ABD Maestro – ABD’s new subsidiary in collaboration with Bollywood actor Ranveer Singh. Ambrosia speak to Bikram Basu about the new venture, expectations and more. Excerpts:
Congratulations on your new role for ABD Maestro. Excited?
Thank you. My association with Ambrosia and INDSPIRIT has been for a couple of decades, and you’ll have been a part of this journey.
I am looking forward to this responsibility with keen interest as I’ve always enjoyed creating new things and this role gives a canvas beyond strategy and brands. The structure of the new organisation is unique, spanning multiple opportunities. I am sure there will be a few challenges on our way, but we have a mix of experience and fresh talent to navigate and overcome them.
Everyone’s jumping on the premium bandwagon.
How big is this market?
I’d rather take the pricing scope to be Super-Premium and Luxury spirits. That is where ABD Maestro is planning to play. We have considered brands for ABD Maestro that currently have an MRP above ₹2000 per 750ML or 700ML bottle in Maharashtra, irrespective of their consumer prices in other states. We know that the pricing index or ladder is mostly similar across states.
If we consider brands above ₹2000 and make it flavour agnostic, the segment was estimated at 4.8 million cases – prior to the pandemic in FY19/20. Post the pandemic, this grew to an estimated 7.2 million cases in FY21/22. And we feel this will close at early double digit million cases in FY24/25 – with early teens percentage growth. The Super Premium and Luxury segments by volume are estimated in mid-single digit salience of the industry, but the value salience and margins are significant. These are trends on why the industry has taken a view to participate better.
From appearing in ads, celebrities are now part of companies/brands, what kind of value do they bring?
Celebrities globally are icons of positive opinion and change. They have a following, some fanatical. These people have achieved superstar status through hard work and consistent success. Brands irrespective of industry will gravitate to using celebrities to build positioning, break clutter and push forward.
Ownership with celebrities of brands or equity in organisations globally have trended for the past many years. This has come to India a decade back with celebrities having equity in start-ups and bringing their success and following to the ventures. It’s a relatively newer thing in the Indian alcohol beverage industry.
Why do you think celebs are
finding this market lucrative to invest in?
Major Indian actors may be investing in alcohol beverage brands as they see the market premiumise and early-stage participation should give the first mover advantage. They are likely to also relate to super-premium and luxury brands better than mass market brands as owners or partners, as its part of their social and consumption set.
What’s Ranveer Singh role in ABD Maestro?
Ranveer Singh is a creative and business partner, with equity in ABD Maestro. He is not a brand ambassador or a celebrity endorser. Ranveer is fully involved in the creative ideation process and gives time and thought. It’s really cool working with him as he is dynamic, hatke and full of creative ideas – and he understands business.
Which brands will come under ABD Maestro and tell us the plans for each of these brands?
The brands which will be with ABD Maestro now are Arthaus Blended Malt Scotch Whisky, Zoya Special Batch Gin, the Fullarton acquired brands of Woodburns Indian Malt Whisky, Pumori Small Batch Gin and Segredo Aldeia Café and White Rums. The BIO portfolio has Russian Standard Vodka- Platinum, Gold and Original.
Therefore, at Maestro we will have a Blended Malt Scotch and Indian Malt Whisky, a Special Batch Gin, a Craft Gin, White and Café Rum and a top end global Vodka at three different price points. Too early to call out plans for each of the brands.
So a mix of owned, licensed and distributed brands?
The brands mentioned earlier are either licensed or distributed by Maestro. The organisation will also launch its own brands which will be owned.
You have said that “Maestro will be a consumer first business”, can you substantiate?
Yes, I do strongly believe that finally it’s about the consumer who buys you, and not what you want to sell. More so in F&B, of which alcohol beverage is an increasingly important part.
Anything which we eat and drink needs an approval for a repeat purchase. When a purchase behaviour is involved, having opinions is common. When we put the consumer first, the business of brands works at every level to deliver effectively. Standing out to be the ‘first among equals’ in a strongly regulated industry with limited outlet universe takes understanding of consumers and trends more than just analytics.
Which will be the focus markets within the country and also overseas for ABD Maestro?
The licensed and owned brands will focus on top urban markets in India initially. A few from the portfolio will also go overseas.
Flavoured rum is redefining India’s spirits industry, appealing to modern drinkers with its versatility and unique profiles. As new innovations emerge, the segment continues to grow, transforming traditions and opening new markets
India’s fast-expanding $52.4 billion alcobev sector now contributes approximately 2% to the nation’s GDP. This achievement, largely attributed to the past two decades of remarkable growth, reflects an industry that continues to adapt to evolving consumer preferences. With the market forecasted to expand by nearly 7% in the coming years, experts believe the country is only beginning to tap into its enormous alcobev potential.
Within the broader industry lies the rum category, which, despite its longstanding presence, is now experiencing significant transformation. Currently valued at just under $1 billion, the segment is projected to exceed $1.4 billion by 2029, driven by consistent annual growth of 2% to 4%. This momentum is further amplified by innovative players introducing flavoured rum varieties, enhancing the drink with unique tastes and vibrant appeal.
For industry stakeholders, the objective is to build on these advancements to catalyse further growth across the entire alcobev ecosystem. Flavoured rum, in particular, has become a regular feature in bars, nightclubs, and ready-to-drink formats, catering to consumers who prefer enjoying rum at home.
Exploring the growth of flavoured rum in India
Vicky Chand, Managing Director of Radiant Manufacturers North East
India’s rum industry is an emerging force within the larger alcobev landscape. According to Vicky Chand, Managing Director of Radiant Manufacturers North East, flavoured rum in the country is produced in two distinct ways: one adhering to the global standard of using a sugarcane-based spirit as the foundation, and the other employing alternative blending materials. Chand highlights that these approaches are chosen by distillers based on style and preference.
Raju Vaziraney, Advising President of IMFL, India Glycols Ltd.
Radiant’s award-winning product, Lost Treasure Coffee Rum, is gaining popularity with its unique blend of grain, cane, and malt spirits infused with cold brew coffee. This combination delivers three distinct yet harmonious profiles that connect with flavoured rum enthusiasts. Explaining the growing appeal of flavoured rum, Raju Vaziraney, Advising President of IMFL, India Glycols Ltd., credits it to the adventurous nature of young consumers.
“Young Indian consumers are dynamic and aspirational. They actively seek new recipes and flavours to share experiences with their peers. This curiosity sparked the popularity of flavoured vodka over a decade ago, followed by gin, and now it’s rum’s turn,” Vaziraney explains. “Flavoured spirits are accessible and versatile, allowing consumers to enjoy them without the complexity of crafting cocktails. This is especially appealing to those unfamiliar with mixology.”
John Royerr, Founder of Ochre Spirits
The perception of rum as a “winter drink” has also progressed, with new varieties dispelling the notion of seasonality. Flavoured rum has broadened the drink’s appeal, making it a choice for all seasons. John Royerr, Founder of Ochre Spirits, notes that consumers are increasingly discerning.
“Drinkers now value smoother, more flavourful spirits. Artisanal rums, often crafted in small batches, deliver a premium experience distinct from mass-market brands. This shift is reshaping traditions and creating space for innovative offerings,” Royerr adds.
He also points to India’s growing cocktail culture, which has fuelled demand for flavoured rums. These spirits add variety and depth to home bars and social occasions, appealing to consumers seeking a sophisticated drinking experience.
For instance, Bacardi Mango Chili combines the beloved flavour of mango with a spicy kick, demonstrating how brands are creatively leveraging local tastes. This product is now widely available across several states, from Pondicherry to Uttarakhand. Ashish Jha, Brand Lead at BACARDÍ India, highlights the strategy behind such launches. “Understanding Indian consumers’ preferences is essential. Mango is a beloved flavour, while chili adds a zestful edge. This blend is in line with local tastes and offers something fresh to the market,” he says.
Assessing the opportunities
The burgeoning flavoured rum segment presents significant opportunities. While traditional rums are often viewed as occasional beverages, flavoured varieties cater to younger audiences unafraid to experiment. However, the premium nature of some flavoured rums necessitates a focussed market approach.
For Chand’s Lost Treasure Coffee Rum, the current strategy involves targetting the Northeast, a region with a growing appetite for distinctive rums. “We use cone spirit, a scarce ingredient, which limits our initial reach. By concentrating locally, we aim to establish our brand and later diversify into categories like white rum,” Chand shares.
Vaziraney’s Zumba Spiced Rum is similarly carving out its niche. “Younger consumers prefer new flavours, while traditionalists stick to classic blends. We’re catering to adventurous drinkers, aiming for nationwide presence and eventual international expansion,” he remarks.
Tarun Samvedi, Director of F&B at The Resort, Mumbai
Tarun Samvedi, Director of F&B at The Resort, Mumbai, observes this evolution. “Our venues often attract guests looking for distinctive experiences, including flavoured rum. Signature drinks like tropical punches and spiced mojitos highlight the versatility and visual appeal of these options. For instance, the tropical punch is ideal for summer-themed gatherings, while the spiced mojito offers a warm, aromatic touch perfect for cooler evenings or celebrations. Patrons who may not usually enjoy the intensity of traditional rum are drawn to the lighter, more refreshing character of flavoured options,” he notes.
Discussing his preferred brands, he adds, “Bacardi stands out for its diverse range of flavours, which work beautifully in various cocktails, from tropical punches to classic daiquiris. Captain Morgan delivers a rich complexity with its spiced and flavoured offerings, making it a favourite for mojitos and hot toddies. Malibu is also a staple, known for its signature coconut rum, a perfect choice for tropical or beach-inspired drinks.”
Apurva Bhatia, Beverage Manager at The St. Regis Goa Resort
Apurva Bhatia, Beverage Manager at The St. Regis Goa Resort, highlights the importance of ice and presentation. “Crushed ice enhances the chill and adds a slushy texture to tropical cocktails, while clear ice blocks offer stunning aesthetics for showcasing rum’s vibrant hues. Two of my most requested flavoured rum cocktails are Susegado Daiquiri – a blend of coconut rum, homemade jackfruit, palm sugar, vetiver cordial, house citrus, topped with jackfruit marshmallow – and Spiced Island Julip, which combines spiced rum, spearmint, house citrus (grapefruit, lime, orange), brown syrup, and homemade ginger beer. Personally, I lean toward Diplomatico Mantuano for sipping and Ron Matusalem for mixed beverages,” Bhatia elaborates.
Expanding consumer preferences
A notable trend driving the growth of flavoured rum is the mounting interest in health-conscious drinking. Consumers are seeking low-calorie, naturally flavoured options that align with their wellness goals. This shift has prompted many brands to explore organic ingredients, ensuring their offerings cater to the sprouting demands of mindful drinkers. This approach has broadened the appeal of flavoured rum, making it a viable choice for those who prioritise balance without compromising on taste.
Additionally, the appeal of flavoured rum extends to culinary applications. Mixologists and chefs alike are incorporating these rums into innovative dishes and desserts, further strengthening their place in contemporary dining experiences. For example, rum-infused cakes and flambéed dishes featuring tropical rum varieties are gaining traction in high-end restaurants and home kitchens alike.
The versatility of flavoured rum has also led to its adoption in events and social gatherings. Wedding planners are now including rum-based cocktails as part of curated drink menus, adding an element of uniqueness to the celebrations. These custom drinks, often inspired by regional flavours, bring a personal touch to festive occasions and elevate the guest experience.
Flavoured rum is further finding its way into experiential marketing campaigns, where brands create immersive experiences for their customers. Pop-up events, themed tastings, and collaborations with lifestyle influencers are becoming common methods to engage consumers. By offering an interactive platform, brands can forge stronger connections with their audience while educating them about the possibilities of flavoured rum.
Pricing, target markets, and upcoming plans
Speaking of pricing, Royerr explains, “Our Nutty Berry Rum is priced competitively at ₹1450 for a 750 ml bottle. Despite the intricate crafting process and premium ingredients, we have ensured accessibility for our customers, balancing quality with affordability.” Adding to the discussion, Vaziraney stresses, “Zumba Spiced Rum caters to younger, adventurous consumers who seek distinct flavours. Our spiced rum has successfully launched in UP and Uttarakhand, with approval for distribution through paramilitary forces nationwide. We’re now preparing to expand into new domestic markets this winter and explore international opportunities in the near future. Despite its semi-premium positioning, we have ensured that pricing remains competitive to attract a broader audience while offering an elevated experience.”
Bringing a regional perspective, Chand shares insights on their market strategy, “Lost Treasure Coffee Rum is designed for discerning palates in the Northeast. Although the scarcity of cane spirit limits distribution, this focus has allowed us to establish a strong foothold locally.”
On consumer response, Royerr observes, “Flavoured and artisanal spirits are transcending geographical boundaries. From bustling metros to smaller towns, there is growing enthusiasm for premium flavoured rums, reflecting their universal appeal.” Chand echoes this sentiment, adding, “In Assam, we’ve noticed that well-travelled consumers often take our spirits to larger cities like Mumbai and Delhi, mirroring the region’s growing expertise in crafting high-quality rums. This organic promotion has been invaluable in building our brand.”
Expanding on innovations, Royerr elaborates, “At Ochre Spirits, we meticulously source ingredients like cherries, oranges, and grapefruits from across the country, complemented by global-quality nuts for depth. Through maceration and distillation techniques, we ensure smooth, natural flavours. This dedication is central to our mission to introduce agave spirits soon.”
Vaziraney adds to the innovation dialogue, “Our journey with Zumba White Rum infused with lemon citrus flavours has been promising. As we solidify our presence, we plan to introduce additional flavours and limited editions, keeping the momentum alive through ongoing consumer research.”
Chand also hints at exciting developments, “We’re exploring barrel aging with coffee beans sourced from diverse regions of India. These limited editions will further elevate our offerings, creating a unique identity in the flavoured rum segment.”
The road ahead
Flavoured rum is poised for continued growth as more and more consumers appreciate spirits for their taste and character rather than solely for their potency. Bhatia emphasises the distinct profile offered by flavoured rums. “These rums provide sweet, fruity, or spicy notes, broadening their appeal to those who may not enjoy traditional blends,” he notes. As this segment grows, the expectation is that more brands will enter the market, each striving to stand out through innovation and quality.
Differentiation is key, according to Chand. His “Think Global, Act Local” philosophy ensures a balance between international standards and local sensibilities. This approach creates a “glocal” brand that resonates with diverse audiences. Moreover, the presentation and marketing of flavoured rums are adapting to meet shifting consumer demands. Stylish, eye-catching bottles and eco-friendly packaging are becoming essential components that captivate the modern buyer. This attention to design and environmental consciousness aids brands in establishing distinction in a highly competitive arena.
