Recent years have seen the rise of craft beer, a new crop of premium beer produced in small batches by independent producers. There are now strong indications that the growing demand for craft beer is paving the way for new microbreweries in India.
The beer industry in India has emerged in the last two decades to become a thriving money spinner today. Just a few decades ago, it wasn’t commonplace to find modern bars, restobars, lounges, and even friends sitting over a few beers. Today, there’s a new culture of brewing in India, even among millennials and Gen Zs, and beer has become trendy. As of 2022, the beer market was valued at 383.6 billion, growing at a CAGR of 8.1%, and expected to reach 622.4 billion by 2028.
Recent years have also seen the rise of craft beer, a new crop of premium beer produced in small batches by independent producers, with an emphasis on new and evolving flavours, enthusiasm, and techniques. There are now strong indications that the growing demand for craft beer is paving the way for microbreweries in India. Some industry players believe this is only the start of a journey that can transform the beer scene much more significantly.
Craft beer flexibility and a burgeoning segment
There’s a growing crop of craft beer producers and brands in India who seem determined to take over the beer market with what they call a breath of fresh air. “Being true to style and ingredients, the experience that craft beer provides in terms of flavour, aroma and array of styles has led to the growth of craft beer the world over. We often say that once one has tasted true craft, he’ll never go back to industrial lager, especially if craft is available within reach.
“This is the reason that the world and, indeed, India are seeing the growth of microbreweries. Industrial lager literally offers one-style-fits-all products, whereas craft gives the choice back to the consumer for its preferred taste profile and styles,” said Upesh Gulati, Founder, Strategist, and Master Brewer, Effingut Breweries Pvt Ltd.
Over the years, Effingut has taken pride in introducing patrons to various different styles from around the world. With 16 different craft beers on tap, there is a flavour for each and every patron to enjoy. As of today, Effingut has a pan-India presence with three different verticals across four cities that cater to any kind of patron. This includes the Effingut 2 Go boutique stores, Effingut Bistros, and The Effingut Brewpubs and Taprooms.
Rather than release large batches of single-flavour, often mundane beers, microbreweries offer a variety of tastes and flavours based on the changing preferences of consumers and innovativeness of producers. As more adventurous beer enthusiasts emerge, craft beer makers have to continually innovate and expand to meet growing demands. According to Dr. Nishant Grover, Brew Master at Hotel The Royal Plaza, craft beer has quickly become a trend in India.
“There are several factors responsible for the growth of microbreweries in India. First is the shifting consumer tastes and the desire for distinctive and expensive beverages, as well as the fact that they are becoming more daring and discriminatory in their taste preferences. Second, increasing disposable income has also contributed to the growth of microbreweries, and lastly, we must acknowledge the encouraging government policies that are making microbreweries like our own The Royal Brewery Bistro to thrive,” he says.
Creating richer experiences with richer flavours
Microbreweries like The Royal Brewery Bistro are also being fostered by the craze for the culture by both local and international tourists and beer enthusiasts. This contributes to the overall tourism sector in India. Beyond that, the most important changes are the ones seen in the lives of budding beer drinkers in India. Younger Indians are becoming adventurous and seek out newer tastes each new day.
“After a long hectic day at work, people would stop by a bar to relax with a mug of their favourite beer in hand. But now with changing demographics, millennials and Gen Zs, people’s taste for beer is also undergoing a shift. They are looking for something different to explore and experiment including their consumption of alcoholic beverages. It was only 20 years ago that the first breweries opened in the industrial city of Gurugram. Today, there are microbreweries spurring across the country. Well-known internationally trained brewers are brewing international quality beer recipes in new-world pubs and bars across the country. As the best quality raw material is available with ease, production becomes less hassle, this is why craft beer availability is spreading across the country. Multiple yearly events on brewing and brewing equipment have also propelled information sharing and technical know-how for the industry,” explains Sandeep Singh Katiyar, CEO of The Finch, one of the finest premium luxury lounges in India, known for its extensive range of freshly brewed craft beer.
Breaking the odds, surging ahead
There’s still a long way to go. The craft beer culture may be growing in popularity, but it is still relatively young in India. Brewing has certainly become easier because quality ingredients are easier to come by and the manufacturing process has been simplified. However, there’s a long path ahead, and it is rough and rocky. There’s need for both the central and state governments to support the segment and its operators for them to thrive even better and ensure the growth is smooth.
As Katiyar of The Finch puts it, “The new brewery policies in Haryana, Karnataka, Maharashtra, Andhra Pradesh, Karnataka, Rajasthan, and Uttar Pradesh have helped craft beer businesses scale to new heights. However, craft beer and microbreweries yet have a long path to cover and have plenty of hindrances to cross in the upcoming years. The industry requires care, support, and nurture from the state and central governments. With the government’s support, the smooth growth of microbreweries can be ensured.”
The idea of authenticity loved by millennials is what is spurring the growth in the industry, and there’s need to support the over 200 microbreweries in India to succeed, while also ensuring new ones emerge, especially in far-flung cities and towns where they’re currently non-existent.
“It’s no secret millennials live life differently. Things no longer matter. Experiences do. Indeed, the potential rise of craft beer has paved way for many microbreweries in India. Millennials are clearly choosing experiences over things, fuelling the homecoming of microbreweries. They now know that there is much to the world of beer than just the dull and mass-produced bottled hard liquor. With hints of chocolate or sweet caramel, floral hops or fruity notes, rich coffee undercurrents and more – the options are tempting and endless. Today, India is now growing its own craft culture one sip at a time, and it will get even better in the future,” notes Anirudh Khanna Managing Director, Independence Brewing Company.
Bacardi Limited, the world’s largest privately held international spirits company, recently announced the appointment of Alicia Enciso to the Company’s Board of Directors.
Alicia brings more than 30 years of experience with multinational Fortune 100 Companies in the Food and Beverages sectors with roles as General Manager, President, Chief Marketing Officer, and E-Business Officer. Since 2017, she has served as Chief Marketing Officer of Nestlé USA and previously served as President of the Beverages Division. She recently announced her retirement from Nestlé. Prior roles include Principal Consultant and Managing Director of Zyman Group, a subsidiary of MDC Partners and various marketing leadership roles at Procter & Gamble and Estée Lauder.
“Alicia is a well-rounded business leader and global marketer who has presided over some of the world’s best-known brands. Her enthusiasm for modern marketing and building sustainable brands are a great complement to our long-term business ambitions and to continuing the family legacy for generations to come,” saids Facundo L. Bacardi, Chairman of Bacardi Limited and fifth-generation family member.
Originally from Mexico, Alicia has been recognised as one of “Most Influential 100 Latinas” by Latino Leaders Magazine and named “Latino Marketer of the Year” by the Hispanic Marketing Council. Alicia also serves on the Executive Board for the Association of National Advertisers and the Board of the Alliance for Multicultural & Inclusive Marketing. She previously sat on the Advisory Board of Google 21st Century Marketing. The Bacardi Limited Board of Directors is comprised of 13 members.
Diageo recently announced that Sir Ivan Menezes has decided to retire as Chief Executive Officer and depart from the Diageo Board on 30 June 2023, following ten successful years leading the Company. Debra Crew, currently Chief Operating Officer, will be appointed Chief Executive Officer and join the Diageo Board, effective 1 July 2023.
Ivan joined Diageo through the merger of Guinness plc and Grand Metropolitan plc in 1997 and has held a number of senior positions in the business including Chief Operating Officer; President, Diageo North America; Chairman, Diageo Asia Pacific; and Chairman, Diageo Latin America and Caribbean. Ivan has been an Executive Director of Diageo since July 2012 and has served as Chief Executive Officer since July 2013, overseeing an outstanding period of change, growth and high performance.
During Ivan’s tenure, Diageo has made great strides towards its ambition to become one of the best performing, most trusted and respected consumer products companies in the world. Diageo has grown significantly during this period, now selling over 200 brands in more than 180 markets and is today, the number one company by net sales value in Scotch whisky, vodka, gin, rum, Canadian whisky, liqueurs, and also tequila, a category in which only eight years ago the company had no substantive position. And in December 2022, Guinness became the number one beer in the on-trade in Great Britain for the first time.
Led by Ivan, Diageo has developed a leadership position in sustainability, becoming one of the top 1% of companies globally to achieve a “Double A” rating for Water Security and Climate Change from CDP (formerly the Carbon Disclosure Project), as well as a particularly strong stance on inclusion and diversity, with the company ranked number one in the UK, and number two globally, in Equileap’s 2023 Gender Equality Report. And with Debra’s appointment as Chief Executive Officer, women will make up more than 50% of Diageo’s Executive Committee from 1 July 2023. During the past decade, Diageo’s total shareholder returns have strongly outperformed the FTSE100, and the Company has continued its progressive policy to increase dividends every year. In January 2023, Ivan was awarded a Knighthood for services to Business and to Equality in His Majesty The King’s 2023 New Year Honours List.
Prior to being appointed Chief Operating Officer in October 2022, Debra was President, Diageo North America and Global Supply, leading Diageo’s largest market to 14% organic net sales growth in fiscal 2022, following on from 20% organic net sales growth in the prior year. Debra originally joined the Diageo Board as a Non-Executive Director in April 2019, before stepping down from the Board when appointed President, Diageo North America in July 2020.
Debra is the former President and CEO of Reynolds American, Inc., where she delivered strong performance growth before the company’s acquisition, having previously served as President and Chief Operating Officer, and President and Chief Commercial Officer. Prior to that, Debra spent five years at PepsiCo, where she served as President, North America Nutrition; President, PepsiCo Americas Beverages; and President, Western Europe Region. Prior to PepsiCo, Debra held positions with Kraft Foods, Nestlé S.A. and Mars, Inc.
Debra is a graduate of the University of Denver, earned an MBA from the University of Chicago Booth School of Business, and previously served as an officer in the United States Army. She currently serves on the board of Stanley Black & Decker, Inc., having previously served on the boards of Newell Brands and Mondēlez International.
Javier Ferrán, Chairman, Diageo, said: “The Board is enormously grateful for Ivan’s contribution over the past decade. Under his stewardship, Diageo has consistently delivered a truly impressive performance to become one of the most respected businesses in the world. Ivan has transformed Diageo’s global footprint, brand portfolio and strategic focus, positioning our business as a clear leader in premium drinks. At the same time as delivering consistent shareholder returns, Ivan has nurtured a diverse and talented global workforce and made significant progress on the most material sustainability issues facing our business. Ivan leaves Diageo extremely well positioned for future growth, and we thank him again for everything he has helped us to achieve.
The Board has diligently planned for Ivan’s successor, and we are delighted to have appointed a leader of Debra’s calibre to the role. Debra has been a highly valued member of Diageo’s leadership team in recent years with an impressive track record of delivery both at Diageo and across other global consumer goods companies. She has deep consumer industry expertise as well as proven strategic capabilities, strong operational performance and a clear ability to build and lead teams. I have no doubt that Diageo is in the right hands for the next phase of its growth.”
Sir Ivan Menezes, Chief Executive Officer, Diageo, said, “It has been an enormous honour leading Diageo over the past decade. I am extremely proud of what we have achieved during that time, and I would like to thank my 28,000 talented colleagues around the world for all of their hard work, creativity and passion. I would also like to thank the Board for their encouragement, challenge and support over the years.
Uttar Pradesh better known as the ‘Granary of the Nation’ is the largest sugarcane and wheat producer and the second largest rice producer in the country. In its bid to become one of the top states every which way, the Yogi Adityanath led BJP government has set itself a target of becoming a one trillion economy by 2027, for which it is laying out the red carpet for different industries, infrastructure project development, agri-produce and more. One of the verticals which is doing well is the alcohol production sector and here the Secretary General of the Uttar Pradesh Distillers Association, Rajneesh Agarwal talks about the efforts being made by the industry, the association and the state government in pushing the envelope further.
Tell us how Uttar Pradesh is a land of limitless opportunities?
Rajneesh Agarwal (Agarwal): Uttar Pradesh is indeed a land of limitless opportunities in the distillery/alcohol sector due to several reasons. Firstly, UP is the largest producer of sugarcane in India, which is a primary raw material for alcohol production, making the State an attractive destination for investment in the alcohol industry.
Secondly, the state has a diverse agricultural base that includes grains such as maize, wheat, and barley, which can be used as alternative raw materials for alcohol production and the government is encouraging the same, thus increasing the capacity of distilleries and reducing their reliance on traditional raw materials like sugarcane and molasses.
Thirdly, with a population of over 240 million people, UP has a large and growing consumer market for alcohol. Also with rising incomes and changing consumer preferences, the demand for premium quality alcohol and varieties of alcohol is increasing, supplemented with streamlined licencing process.
Finally, UP has a well-developed transportation network, with several major highways and railway lines passing through the state. This makes it easier for distilleries to transport their products to customers across the country and the world.
What has been a game-changer for the distillery sector in UP?
Agarwal: There are many factors – Expansion of Alcohol production; Ease of doing business; Robust government policies; and growing consumer base.
a. Expansion of alcohol production: In 2018, the UP government announced the new excise policy that allowed the production of ethanol from alternative feedstocks, such as maize, barley, and wheat. This decision supplemented with streamlining of licensing system and restoration of working hours from sunrise to sunset were all game-changers, opening up new opportunities for distilleries to diversify their raw material base and expand their production capacity.
In 2017-18 there were 60 distilleries in UP with total installed capacity of 161 Cr. litres of alcohol production, which in 2022-23 jumped to 85 distilleries with 346 Cr litres of alcohol production, a growth of 115% in a span of five years. While 20 grain distilleries have established in just last one year, 20 more distilleries are in the pipeline which will produce another 80 Cr. litres of alcohol.
The decision to allow the production of ethanol from alternative feedstocks was a significant shift from the state’s traditional focus on sugarcane and molasses as the primary raw materials for alcohol production. This has helped to reduce the reliance of distilleries on these traditional feedstocks and create new business opportunities for farmers and other stakeholders in the supply chain.
The policy has also helped to boost the state’s ethanol production capacity, which has significant implications for the biofuel sector. Ethanol produced from alternative feedstocks can be used as a fuel additive to reduce emissions in the transport sector, which is a key focus area for the Indian government’s energy policy.
b. Ease of doing business
The excise policies in recent years has a significant positive impact on the distillery sector in UP. It has made it easier for distilleries to obtain licenses and permits, reducing bureaucratic hurdles and increasing the ease of doing business in the state. The reduction in taxes on liquor has also made alcohol more affordable for consumers, leading to an increase in demand for alcohol in the state.
Additionally, the policy has encouraged investment in the alcohol industry in Uttar Pradesh, leading to the establishment of new distilleries and expansion of existing ones. This has helped to increase the capacity of the distillery sector in the state and generate employment opportunities for local residents.
c. Robust government policies
There have been robust and encouraging government policies from 2017 onwards. In potable liquor segment itself specific to Country Liquor (mammoth volumes with significant revenue to the state exchequer) the distillery sector volumes have grown 2.3x or at a compounded annual growth rate of 18%.
The total Excise Duty collection increased from ₹17000 Cr. in 2017-18 to ₹41000 Cr. in 2022-23. To sustain this industry growth, an investment of approx. ₹10,000 Cr. has been made by distilleries including an investment of around ₹3000 Cr. for setting up grain alcohol plants.
UP has been primarily producing over 200 Cr. litres of alcohol from molasses and there has been a paradigm shift of producing alcohol from grain too. Over 20 grain distilleries have been established in this short span which are producing around 62 Cr. litres of grain alcohol. Overall, as on date UP has over 85 molasses and grain distilleries producing nearly 350 Cr. liters of alcohol making a massive growth of 150% in less than two years.
UP has been a major contributor in the country’s ambitious ‘Ethanol Blending Programme’ having achieved highest blending of 11.89% with the national average of 11.56% as in March’23.
Rampur Distillery
Tell us about the investments that are coming in this sector?
Agarwal: UP’s alcohol sector is all set to get a shot in the arm with investments worth ₹16,392 crores. According to the state’s excise department, ahead of the Global Investors summit, the department signed 17 MoUs for setting up industries based on distillery, brewing and alcohol products. Along with this, letters of intent have been given for investments worth ₹1400 crore. These include distilleries, breweries, microbrewery, yeast units, malt manufacturing units and caramel manufacturing units.
What efforts are being made to meet the demand for 20% EBP and potable alcohol industry?
Agarwal: To meet the target of 20% EBP by 2025 it is estimated that 1150 – 1200 crore litres of alcohol would be required for ethanol purposes. In present context of having achieved over 11.5% blending, the sugar / molasses capacities for alcohol production are nearing saturation. Moving forward, grain would be the primary source to meet the 20% EBP programme.
In UP over 20 grain distilleries have come up in a short span, with 13 more grain distilleries expected by 2024. Overall UP is expected to have over 20 new distilleries (Grain + Molasses) in the next one year.
However, the Ethanol producers within the State and pan India are presently facing operational challenges due to severe shortage and availability of broken rice and damaged food grains (DFG) at the prevailing prices of the government. Ethanol producers are jointly seeking an SOS upward price revision with the Central Government for both broken rice and DFG to put Ethanol producers back on momentum.
What kind of investments have been made to increase grain capacity for potable liquor in UP, a state which has seen industry volumes grow by 2.6 times and expected to double in the next five years?
Agarwal: To sustain this industry growth, an investment of approx. ₹10,000 Cr. has been made by distilleries including an investment of around ₹3000 Cr. in setting up grain alcohol plants in UP. With 13 more grain plants itself expected by 2024 will have an additional Investment of more than ₹1200 Cr.
The state government has approved establishment of distilleries based on molasses, grains, potatoes etc. Could you let us know if the UP distillers have taken that route?
Agarwal: Traditionally, many distilleries in Uttar Pradesh have been based on molasses, as the state is one of the largest producers of sugarcane in India. However, in recent years, there has been a growing trend towards using alternative raw materials such as grains, potatoes, and other vegetables, which can provide a more diverse and sustainable supply of raw materials for the industry. Some distilleries in UP have already taken this route and started using grains like maize, barley, and wheat to produce alcohol. For example, in 2019, a distillery in the state started using maize as a raw material for alcohol production. Similarly, there are distilleries in UP that are using potatoes to produce alcohol, taking advantage of the state’s large potato production. The government is launching numerous schemes and incentives to develop agro-processing industries in UP.
The UP government has allowed production of Absolute Alcohol of Pharma grade, could you give us an update on the same?
Agarwal: The production of pharma-grade absolute alcohol in UP is expected to substitute imports and reduce the country’s dependence on imported alcohol. The state government has allocated land to set up a pharma-grade alcohol plant and several companies have expressed interest in setting up such plants.
The UP government in April’22 has given permission to commence production of Absolute Alcohol of Pharma grade from Cane crushing season of 2022-23. This has paved way for self-reliance on Absolute Alcohol of Pharma grade which till now is dependent on imports from countries like USA, Australia, China etc. The State has envisioned production capacity of 25 lac litres from the total requirement of nearly 50 lac litres currently, saving revenue of around ₹10 cr. in import substitution.
What are the challenges for distillers in UP, regulatory or otherwise, and how can the government resolve it?
Agarwal: Today, UP is proud to hold its head high for turning the major challenges into opportunities. The rapid expansion and overall growth in past years is quite evident of this fact. However, the government continues to make radical reforms in the policies in ease of doing business, simplified regulatory environment, rationalising taxes & duties, expansion of infrastructure development with better road & rail connectivity etc. The ground water being the main source of irrigation, the State’s Environmental Board is taking various measures to avoid over exploitation of ground water.
Tell us about the role of UPDA in promoting the sector?
Agarwal: The UP Distillers Association (UPDA) is an apex body of distillery industry with nearly 90 distilleries. The Association is a 40-year-old body, actively rendering services as interface between its members and both State & Central Government authorities primarily through its advocacy role for policy makers and resolving issues of the industry.
To tap the limitless opportunities, UPDA is fast spreading its wings in international arena to explore and adopt best practices and technologies across the world. In recent years, under the close guidance of UPDA President – Mr. S.K. Shukla and Vice-President – Mr. Manish Agarwal, the association has ensured industry benefits.
The UPDA conducted its first International Summit in Aug’22 with six countries participating. The second UPDA International Summit will be held in July 2023, showcasing global innovation technologies with USA, Brazil, Israel and many more countries, besides home grown technologies.
This was followed by a visit to Brazil a delegation jointly organised by the All India Distillery Delegation and the UPDA, with the objective to explore synergy and business avenues of mutual interest between Indian and Brazilian distilleries and technology providers. Brazil has achieved 27% blending in 2G ethanol.
UPDA-AIDA are planning their next distillery delegation visit to USA under an exchange programme which will explore:
1) Corn supply chain model comparison between, India and Brazil & India and USA.
2) Corn cultivation and corn grains productivity enhancement in India, GM corn cultivation in India, testing of new corn cultivators from USA, and developing a holistic model for the corn growing farmers and industry.
3) Ethanol production technology transfer from corn grains and from corn biomass (cobs and leaves-corn stover).
4) DDGS (Dry Distillers Grains Soluble) valorization, Proteins recovery from DDGS and purification, Oils recovery from DDGS and its profiling, Develop of DDGS based holistic nutritive and palatable feed for cattle and poultry.
UPDA is in process of collaboration with ‘Invest India’ wherein UPDA will interface and support bringing investments & technologies, with initial focus in bio-fuels sector and grain based distilleries.
Will UP become the distilleries hub, if so, by when and what are you betting on? How many distilleries are there in UP and how many of them are your members?
Agarwal: Out of the around 520 distilleries in India, UP itself has nearly 90 distilleries with nearly 33 more distilleries coming up in 2024. These numbers show that UP is already a distinctive hub.
UP Distillers Association’s a prime focus all along has been on potable distilleries and now fast catching up with the industry at large on grain and ethanol producing distilleries. Presently, UPDA has 16 members on board which produce over 90% of the potable Country liquor requirement of the State. UPDA takes pride in having on-board Patron members such as Radico Khaitan Ltd., India Glycols Ltd., Wave Group, Sir Shadi Lal Industries and Superior Industries. Country Liquor sales of over 9 Crores cases per annum contributing significantly to the overall excise revenue of over ₹41k Crores with target of ₹45k Crores in 2023-24.
First created as a gift for Her Majesty Queen Elizabeth II on the day of her Coronation in 1953, Royal Salute, the master of exceptional aged Scotch whisky, marks the start of a new era of contemporary monarchy with a precious limited-edition expression, the Royal Salute Coronation of King Charles III Edition.
Since its inception, Royal Salute has honoured the British Monarchy and marked significant milestones with unique expressions that represent and embody a moment in history. As the Scotch originated as a Coronation gift 70 years ago, there couldn’t be a more fitting moment for Royal Salute to pay homage once again.
Expertly crafted by Royal Salute Master Blender, Sandy Hyslop, the coveted expression is a timeless whisky to be treasured and savoured for years to come. A blend of over 53 rare malt and grain whiskies, to reflect the year Royal Salute was first crafted, the Royal Salute Coronation of King Charles III Edition is a beautifully rich and complex expression with notes of fresh redcurrants, dark chocolate praline, and freshly roasted chestnuts, and a palate of sweet figs and fresh ginger leading up to a long and rich finish with a playful spice.
Commenting on the precious release, Sandy Hyslop, said, “This expression is a momentous tribute to both the British Monarchy and Royal Salute’s unique origin story. I wanted to mark this memorable occasion with a blend that was as iconic and special as the original Royal Salute 21 Year Old Signature Blend that was created in honour of Her Majesty Queen Elizabeth II in 1953. Crafting this blend has been the perfect occasion to reflect on the innovative approach we’ve taken to blending whisky for the past 70 years, and a moment to look forward to what can be achieved in years to come.”
The Royal Salute Coronation of King Charles III Edition is housed in a Dartington Crystal decanter, tinted in a deep sapphire blue hue, reminiscent of the precious stones set within the Imperial State Crown. In keeping with Royal Salute’s signature style, the decanter is presented in a stunning wooden box inspired by the iconic Westminster Abbey, with details intricately chiselled into the wood, paying tribute to the historic setting of British Coronation ceremonies since 1066. The jewels and crests of each country forming Great Britain were the inspiration for the artwork inside the gift box, symbolising the unity under the Crown and enduring solidarity between the nations.
Only 500 precious bottles of the Royal Salute Coronation of King Charles III Edition will be available from April 2023, at selected specialist retailers for RRP $25,000 USD.
Piccadily Distilleries is the first ever ‘Gold Medal’ won by an Indian rum at the prestigious IWSC Awards 2023, recently announced in London, for their newly launched rum – Camikara. It has been awarded the gold medal in the 11- to 15-year-old category, with a stunning 95 points.
Camikara is a small batch luxury sipping rum with mere 6.6% of the original fi¬lled quantity left to be savoured by us and the remaining 94.4 % evaporated as angels share, which makes it as one of its kind to be ever released to the consumer. It is the first pure cane juice ‘sipping rum’ to come from India, after being matured for twelve long years in American oak barrels. Bottled at a strength of 50% ABV, Camikara has no added colour, caramel, sugar or flavours, making it a 100% natural rum.
India, the world’s largest sugarcane producer, has never created a quality, luxury rum. Although there have been several brands available in the Indian market, they have always been at the entry level. A premium category rum capable of competing on a worldwide platform and making India proud has never been researched.
Camikara is the proof that India can produce a premium quality rum with the abundant bounty of sugarcane available to us, complex yet smooth and is revolutionising the rum industry in India and globally. Derived from the Sanskrit word for “liquid gold”, Camikara rum is a celebration of land, time, culture and people. Camikara was born for two reasons: to rediscover the past; and to pave the way for the future.
India has been a whisky dominant country, but the country is now gradually shifting towards a preference for rum since 2015, with a compound annual growth rate (CAGR) of -4.88%. During the period 2015 to 2020, the country’s rum intake grew to a combined sales value of ₹1,47,597.29 million, dominated by the sales of entry level rum, but the luxury category still remains untapped. India is expected to grow in its rum intake with the Indian market expected to increase the demand to 293.30 million litres by 2027 with a further annual growth of 5.75% (CAGR 2023-2027).
Piccadily Distilleries is the first time in the history of India that an Indian rum has been the recipient of this award, making India proud on the international forefront. Speaking on the achievement, Mr. Siddhartha Sharma, Promoter, Piccadily Distilleries said, “We wish to break the shackles of the colonial mindset where we were browbeaten to prefer whisky over rum, where it was drilled into us that rum was cheap and harmful compared to whisky. Going with the philosophy of Piccadily distilleries, we have created something that stands testament to our land and time, unabashedly different to any global product. We wish that cane juice spirit will be seen in a different light with many more new age distillers championing the cause of Indian rums, creating a category which will be able to challenge any rum from any global region. Camikara treasures these accolades with a deep sense of appreciation for the discerning, appreciative consumers that have made this unrivalled win possible.”
By prioritising quality above all else when it comes to producing this now iconic rum, the brand continues to expand this category, and is planning to launch different aged expressions of rum in the coming years, starting with a three-year aged pure cane juice rum for its supportive consumer base.
The well-deserved accolade shows that the indigenous rum has emerged as a worthy contender, and the world is awakening to the new star from India that is Camikara.
From local rice beer and wine to the more complex sura, through varieties like palm toddy and cashew feni, India has always had a rich culture of alcoholic beverages. While the fancy bottles now adorn bar tables and home refrigerators, it is important to point out that the industry is more diverse than that. India’s alcobev industry has grown tremendously in recent years to become one of the nation’s star sectors. As of 2020, the industry had a market size of $52.5 Billion, with a projected CAGR of 6.8%, according to ICRIER.
Specifically, India’s liquor subsector is currently undergoing a revolution, triggered, inspired, and sustained by a growing crop of evolving consumers. The culture of experiential liquor shopping has now found a foothold across the urban and suburban cities, where consumers are as interested in the experience of shopping as the product itself. There are several alco-bev companies that now offer such experiences, including liquor tours, tasting, and so on. From Hyderabad to Bangalore, Delhi to Mumbai, Guwahati, and across the other cities, there’s something exciting for every liquor lover.
Transforming the Indian liquor scene with game changing experiences
Why gamble with your liquor purchase when you can choose the brand you like after a round of tasting? In Bangalore’s Mansionz from the stables of Living Liquidz, is a one-of-a-kind experience. Mansionz is a premium brand that offers premium experiences to premium customers. It is a liquor store with a wine-tasting room that offers that up-beat luxury New York feel. So, you can get an elite experience and have a taste of their amazing liquors before making a purchase.
Beyond the tasting experience, Mansionz is also a platform for learning about different kinds of spirits and brews, towards enlightening consumers about tastes, styles, texture, and value. As Moksh Sani, Managing Director of Living Liquids says, the essence is to build a deeper understanding and greater appreciation within the consumers about the beverages available to them. “I am highly enthusiastic about wines and foods, and it is that same passion I intend to share with every customer that walks into Mansionz or has a taste of any of our 1,500 uniquely curated wines at the top floor,” he says.
Beyond the liquors and classic cocktails served to interested tasters, and the exciting assortment of rum, vodka, gin, single malts, beers, and cognacs, the brand has gone a step further with the introduction of a mobile app that allows users to sample at least three spirits based on a predefined sum. Mansionz is just one of the many liquor store brands that are doing amazing things in India. In fact, some like The Liquor Store in Mumbai houses some extremely rare collections including the Special Edition Louis XIII Cognac with a price tag of Rs 3,95,000, the 1800 Milenio Extra Anejo Tequila, and the Taiwanese hotshot Kavalan’s whiskeys.
These rare offerings stand in the midst of around 1,500 different types of wines, 1,000 spirits, 250 champagne brands, and at least 100 different beers from different parts of the world. With side attractions like The Tavern, a London-style restobar that hosts pairing sessions occasionally and bring alco-bev enthusiasts under one roof and the Lift & Learn feature in the Liquor Store which gives a shopper the opportunity to learn about the history, tasting notes, texture, and other details of the beverage through an AR technology.
In the words of Dinesh Kathuria, co-founder of The Liquor Store at Belapur’s Palm Beach Road, the surge in alco-bev demand during the pandemic called for innovative measures to draw in larger crowds and take advantage of new enthusiasts. “It’s increasingly becoming about the experience. People need to see that you’re invested in their feelings and comfort; that you care about them. This involves creating the right environment, and building stronger customer service. It’s all about the service,” he adds.
A rising preference for experience and consumer service
Think of a restaurant and how you’re waited on, attended to, pampered and offered a tour of their menu (if you like). That is what liquor stores are now trying to achieve with such experiential shopping. The importance of adding variety and lifestyle options to liquor stores is a testament to the growing need to not just attract, but also keep consumers by personalising their experiences.
Another major concern is the “taboo” that surrounds women walking into a liquor store. Finding a way around this is what Mayank Shroff, Vikash Musaddi, Anant Shroff, Anurag Murarka, and Vikas Murarka envisioned when they created Hedonne. The Kolkata-based premium shopping hub offers a superb experience, which the founders say is the goal, and not necessarily a transaction. This is a first-of-its-kind in eastern India, offering a delightful walk-in experience for patrons to explore its over 9,000 bottles of various alcoholic beverages. And what about the Alcopedia corner? That’s an innovation that leaves curious customers more enlightened than they were when they walked in.
According to team Hedonne, “Women now have a comfortable space to walk in, ask about alcoholic beverages and even shop for themselves and their partners without any judgement. They can also try out the drinks before making a purchase, a concept that is first-of-its-kind in the city. For us, it’s about making the customers love the experience of shopping from us and enjoying it.”
It’s the same goal for The Whiskey Company, an 8,900 sq ft enclave in Guwahati, the alco-bev capital of North-east India. The moment you walk into The Whiskey Company; you’re greeted by a W-SET-certified sommelier who introduces you to the finest liquors the industry can offer. The Cuban cigar lounge and soon-to-be open tasting room are other amazing features you’ll find. This place, like most innovative settings, operates an open-door policy for expression. “There are no taboos or judgments here. This is why we have more women coming here than any other place in North-east India. We’re also concerned about educating our patrons and expanding their palates,” says Vishal Deorah, the company’s Managing Director.
Hyderabad and Bengaluru are two other places where experiential liquor stores are opening up. In fact, Bengaluru made news when Tonique, a boutique liquor store set up what became Asia’s largest liquor store built on a 25,000 sq ft land. Owned by Anith Reddy, the brand now owns two showrooms between the two cities. A tour of the store showcases the best wines and champagnes from India, Australia, New Zealand, France, Italy, Japan, and several other parts of the world.
Building brand loyalty and long-lasting memories
These trail-blazing brands have offered another side to India’s growing alco-bev industry; one that shows that beyond the magic of the brewers and distillers, great customer service and experience are a no-brainer. Together, they have garnered a growing crop of patrons who understand the value of the moments that lead up to a purchase. It is hoped that this crucial aspect of the liquor industry will continue to expand and add a pleasant flavour to the industry’s value chain.
Correspondence: Mahipal Singh Sankhla, Research Scholar, Division of Forensic Science, SBAS, Galgotias University, Greater Noida, India
Received: July 31, 2018 | Published: August 31, 2018
Citation: Pandey RK, Sankhla MS, Kumar R. Determination of adulterants in suspected liquor samples using chemical tests. MOJ Toxicol. 2018;4(4):309–314. DOI: 10.15406/mojt.2018.04.00118
Abstract
The term alcohol, used as a proper name, is applied both to the absolute substance farther specified by chemists as ethyl alcohol, and to its mixtures with smaller proportions of water and slight proportions of other substances. In chemistry, the word alcohol is used as a common or generic name to designate several series of substances. Alcohol consumption has existed in India for many centuries. The quantity pattern of used and resultant problems have undergone substantial changes over the past twenty years. This category, created for revenue purposes, consists in western- style distilled beverages such as whisky, rum, gin. These are made in India under government license and the maximum alcohol content allowed is 42.8%. Besides licensed distilleries, a number of small production units operate clandestinely. The raw materials they used are similar to those in country liquor, but since they evade legal quality controls the alcohol concentration in their products varies and adulteration is frequent. It is common to rum, whisky and gin find samples containing up to 56% alcohol. The hazardous adulterant is industrial methylated sprit which irregularly cause mass toxicity of humans who lose their lives or suffer irreversible eye damage. Since no government revenues are paid, illicit liquor is considerably less expensive then license country liquor, and thus finds a ready market among the poor.
Describes a simple, fast method of proving identity or brand on the basis of anion composition. This will enable the testing of suspicions that arise during food control. Spirits are reduced to bottling strength with water from rectified distillates. The ionic content of the water and brand-specific water additives used give rise to differences in the ionic composition of the product. The simple, cost-saving, and reliable method of ion chromatography, which is already approved in water analysis, can therefore be used for the determination of anions in spirits. The Selected decreases the organoleptic features of the raw resources. Flavouring may be added to give the product special organoleptic characteristics, such as a mellow taste.1 According to Karnataka Excise Rules (1997), the ethanol content of whisky, rum and gin (IMFL) are mandated at 42.8% volume by volume (75° proof) and of country liquor or arrack at 33.3% volume by volume (65° proof) at 15/15°C. The Karnataka Excise Act specifies that for the manufacture of IMFL and arrack, the basic material is Rectified spirit [manufactured by distillation of molasses] of not less than 166° proof. Such spirit has to be reduced to strengths of 75° proof or 65° proof depending on whether IMFL or arrack is the final product.2 The authenticity of cognacs, whiskies, rums and similar strong alcoholic beverages can be verified by determining the concentrations of ethanol and the following congeners in the product: methanol, higher alcohols and ethyl acetate. These values are then compared with a database of reference samples. Data from quantitative measurement can be processed statistically using principal component analysis (PCA) based on clustering techniques. PCA is a useful method when the data contain large numbers of variables. PCA yields a small body of new variables that incorporate most of the information in the original variables, facilitating the perception of complicated matrices. Such a work-up is presented by with various brands of whiskies being classified into groups by chemical analysis and PCA. Developed a complex, multi-method analysis for brand identification using statistical processing on the basis of chemical composition, ultraviolet absorption, and pH.3 According to Bureau of Indian Standards (1986), the ethanol content of whisky, rum and gin (IMFL) are mandated at 42.8% volume by volume (75° proof) and of country liquor or arrack at 33.3% volume by volume (65° proof) at 15/15°C. The Bureau of Indian Standards specifies that for the manufacture of IMFL and arrack, the basic material is Rectified spirit (manufactured by distillation of molasses) of not less than166 proof. The ingestion of drinks with the nonqualified raw materials containing high levels of adulterants can cause serious health difficulties like metabolic problems, blindness, permanent neurological damage or even death.4 Suggested about traditionally colorless, extract-free spirits (e.g. vodka and white rum) are identified by the detection of volatile substances using gas chromatography (GC).5 The raw spirit put through rectification is usually produced from grain (rye and wheat) and potatoes. In vodka production, the quality of water is of the utmost importance. For premium vodka brands, demineralized water is filtered through activated carbon to absorb unwanted organic and inorganic materials. Then it is passed through deionization columns, which remove other impurities present. The rectified spirit and demineralized water are blended in the correct proportions. The blended spirit is charcoaled for up to 8 h. The charcoal adsorbs impurities that cannot be removed by distillation alone. The vodka is then reduced to its bottling strength by adding further demineralised water.6
Materials and methods
Determination of ethyl alcohol by volume
Two methods have been prescribed in BIS, namely, method I {Hydrometer method (2302-1962)}, method II {Pyknometer method}. In which method I be used as routine method, whereas Method II as referee method.
Procedure: 200ml of sample were taken in a 500ml. distillation flask containing to it about 25ml. of distilled water and a few pieces of pumice stone {a very light porous rock formed from solidified lava, used in solid form as an abrasive and in powdered form as a polish} was added. And the distillation setup is allowed to heat over thermostat, the distillate is collected in a 200ml. measuring flask. The distillate is allowed to cool at the room temperature; the volume was makeup to 200ml. using distilled water and mixed thoroughly. The specific gravity of the distillate at the required temperature was measured with the help of a hydrometer (routine test) and Pyknometer (referee test). The readings were recorded and compared with the standard value as prescribed in the tables of Alcoholometry.4
Determination of suspended solids
Procedure: The contents of the container were mixed thoroughly by shaking it. 250ml. of it were taken and filtered through a dry tared filter paper. The filter paper was dried over the hot air oven at 110o±2oC. After cooling the sample is weighed. And the results were calculated and expressed to four decimal places.
Determination of esters as ethyl acetate
Procedure: To the neutralized distillate from the volatile acidity determination, 10ml. of standard alkali solution was added and refluxed it on a stream bath for an hour. The sample was cooled and back titrated, the excess of alkali with standard sulphuric acid (1ml. of standard alkali is equivalent to 0.0088gm. of acetate). A blank taking 50ml. of distilled in place of the distillate of the sample is run simultaneously in the same way. The difference in titration value in ml. of standard acid solution gives the equivalent ester.4
Determination of higher alcohols
Three methods have been prescribed in BIS, namely, method I (Komarowski method), Method II. Method I may be used to determine approximately the quantity of higher alcohols in process control. Method II shall be employed for accurate determination while method III shall be used as reference method.4
Method I (Komarowski method)
Procedure: A clean glass–stoppered bottle was taken and washed it twice with the spirit to be tested. Similarly, a small cylinder or a 100ml pipette was washed. 10ml. of sprit were taken in the bottle and to it 1ml. of 1% salicylic aldehyde and 20ml. of conc. Sulphuric acid were added. The mixture was allowed to stand at room temperature for over 12hours. The change in colour was noted and compared with the colour developed after the reaction indicates the amount of higher alcohol as follows:
Colour Amount of higher alcohol
Light yellow only traces
Yellow to Brown About 0.1% (v/v)
Brown About 0.2% (v/v)
Red About 0.5 to 1.0 % (v/v)
Dark red to Black About 0.5 to 1.0% (v/v)
Method II
Procedure: 50ml. of water was added to the solution resulting from the determination of esters and solution is extracted four times with carbon tetrachloride using 40, 30, 20 and 10ml. respectively. The extracts were washed three times with saturated sodium chloride solution and twice with saturated Sodium Sulphate solution. Carbon tetrachloride was filtered out and to it 50ml. of oxidizing mixture was added and refluxed for two hours. The solution was cooled and the reflux condenser was washed with 50ml. of water and transferred it to the distillation flask using50 ml. of water. Distil till about 50ml. is left over the flask. Avoid charring. The distillate is titrated against standard alkali, using phenolphthalein as indicator (1ml. of standard alkali is equivalent to 0. 0088gm. of amyl alcohol.) Run a blank in the same way taking 100ml. of distilled water in place of the distillate of the liquor.
Determination of ash
Procedure: The contents of the container were shaken and evaporated, 100ml. of the sample is on dried, tared dish over water bath. The dish was placed in a muffle furnace maintained at 450o to 500oC for the about an hour. The dish was Cooled in a desiccator and weighed, the results were expressed to four decimal places.4
Determination of copper
Potassium ferrocyanide method
Procedure: Transfer 20ml. of the material into a silica evaporating dish and add 1ml. of dilute sulphuric acid. Heat gently in the beginning and the evaporate almost to dryness on a water bath. Ignite the residue over a smokeless flame to eliminate sulphuric acid. Cool, dissolve the residue in 2ml. of water, add three drops of aqua regia and evaporate to dryness on the water bath. Dissolve the residue in 2ml. of hydrochloric acid and warm gently the residue is dissolved. Add 0.5gm. of ammonium chloride and dilute with 15ml. of water distill in an all glass apparatus. Add dilute ammonium hydroxide as alkaline. Boil off excess of ammonia and filter into a clean Nessler tube. Cool and then render to the solution acidic with acetic acid (3 to 5 drops are usually sufficient). Dilute to 40ml. Add 0.5ml. of potassium ferrocyanide solution, stir and make up the volume to 50ml. {Note: – If the copper is more, a lesser amount of the material may be taken for the test.} Prepare a series of control solutions each containing in 50ml. 0.5gm. of ammonium chloride, 3 to 5 drops of acetic acid and 0.5ml. potassium ferrocyanide solution together with an increase amount of copper, namely 2, 4, 6, 8, and 10ml. of the standard copper solution Compare the test solution with control solutions and note the number of ml. of standard copper solution added in the control solution having, as nearly as possible, the same intensity of color as that of the test solution.4
Result and discussion
These research work was carried out at the India Brewery and Distillery Ltd, Bidar, Karnataka, India. Check the specification of liquors. In the study Qualitative analysis for the presences of illicit content like Copper, Ash, Ethyl Alcohol, Higher Alcohol Content, Acetaldehyde and Fixed Acidity present in the liquor sample were done by using the presumptive colour tests and the results are reported. Content in the samples were analyzed qualitatively and quantitatively for determination of the strength of the liquor sample and results are reported in tables and figures. The quantitative determination of the contents liquors were examined by the prescribed methods of the BIS (3752-1956) guidelines to check their quantity in the suspected liquors as in illicit liquor there me be increased quantity of these contents shown table 1-12 and figure 1-12. These results reported here shows that the suspected liquor shows the presence of illicit components like Copper, Ash, Ethyl Alcohol, Higher Alcohol Content, Acetaldehyde and Fixed Acidity. The quantitative analysis of the suspected and standard samples showed that the contents of standard liquors are within permissible limit of the BIS however the suspected liquor samples showed the exceed limit of these contents.
Estimation of ethyl alcohol (v/v)
The Table 1 and Figure 1 shows the Ethyl alcohol percentage in standard Liquor sample as reported in Whisky, Rum and Gin were found to be under the permissible limits described by BIS. However Table 2 and Figure 2, shows the exceed limit of ethyl alcohol content in the suspected samples of Whisky, Rum and Gin.
Brands
Sample 1
Sample 2
Sample 3
Whisky
42.6 % v/v
42.7% v/v
42.6% v/v
Rum
42.9% v/v
42.7% v/v
42.7% v/v
Gin
42.4% v/v
42.6% v/v
42.6% v/v
Table 1 Estimation of Ethyl alcohol (%) in standard Whisky, Rum and Gin sample
Figure 1 Estimation of Ethyl alcohol (%) in standard Whisky, Rum and Gin sample.
Brands
Sample 1
Sample 2
Sample 3
Whisky
48.4% v/v
36.5% v/v
34.4% v/v
Rum
56.4% v/v
48.8% v/v
46.4% v/v
Gin
46.8% v/v
54.4% v/v
48.6% v/v
Table 2 Estimation of Ethyl alcohol (%) in suspected Whisky, Rum and Gin sample
Figure 2 Estimation of Ethyl alcohol (%) in suspected Whisky, Rum and Gin sample.
Estimation of ash (%)
The Table 3 and Figure 3, showing the Ash percentage in standard Liquor sample as reported in Whisky, Rum and Gin were found to be under the permissible limits described by BIS. However, Table 4 and Figure 4, shows the exceed limit of Ash percentage in the suspected samples of Whisky, Rum and Gin.
Brands
Sample 1
Sample 2
Sample 3
Whisky
0.01
0.018
0.017
Rum
0.018
0.016
0.018
Gin
0.019
0.018
0.015
Table 3 Estimation of Ash (%) in Standard Whisky, Rum and Gin samples
Figure 3 Estimation of Ash (%) in standard Whisky, Rum and Gin samples.
Brands
Sample 1
Sample 2
Sample 3
Whisky
0.10
0.10
0.15
Rum
0.15
0.15
0.20
Gin
0.9
0.6
0.6
Table 4 Estimation of Ash (%) in Suspected Whisky, Rum and Gin samples
Figure 4 Estimation of Ash (%) in suspected Whisky, Rum and Gin samples.
Estimation of higher alcohol content
The Table 5 and Figure 5 showing the Higher Alcohol present in standard Liquor sample as reported in Whisky, Rum and Gin were found to be under the permissible limits described by BIS. However, Table 6 and Figure 6, shows the exceed limit of Higher Alcohol in the suspected samples of Whisky, Rum and Gin.
Brands
Sample 1
Sample 2
Sample 3
Whisky
2.00
2.50
2.00
Rum
1.50
2.00
1.50
Gin
4.20
4.00
4.20
Table 5 Estimation of Higher Alcohol in Standard Whisky, Rum and Gin samples
Figure 5 Estimation of higher alcohol in Standard Whisky, Rum and Gin samples.
Brands
Sample 1
Sample 2
Sample 3
Whisky
3.50
3.80
3.80
Rum
3.80
3.60
3.80
Gin
5.00
4.80
4.80
Table 6 Estimation of Higher Alcohol in Suspected Whisky, Rum and Gin samples
Figure 6 Estimation of higher alcohol in Suspected Whisky, Rum and Gin samples.
Estimation of acetaldehyde
The Table 7 and Figure 7, showing the Acetaldehyde present in standard Liquor sample as reported in Whisky, Rum and Gin were found to be under the permissible limits described by BIS. However, Table 8 and Figure 8, shows the exceed limit of Acetaldehyde in the suspected samples of Whisky, Rum and Gin.
Brands
Sample 1
Sample 2
Sample 3
Whisky
4.2
4.4
4.2
Rum
4.18
4.16
4.18
Gin
0.18
0.16
0.18
Table 7 Estimation of Acetaldehyde in Standard Whisky, Rum and Gin samples
Figure 7 Estimation of Acetaldehyde in Standard Whisky, Rum and Gin samples.
Brands
Sample 1
Sample 2
Sample 3
Whisky
4.80
4.60
4.60
Rum
5.0
5.20
5.10
Gin
0.40
0.60
0.40
Table 8 Estimation of Acetaldehyde in Suspected Whisky, Rum and Gin samples
Figure 8 Estimation of Acetaldehyde in Suspected Whisky, Rum and Gin samples.
Estimation of copper
The Table 9 and Figure 9, showing the Copper present in standard Liquor sample as reported in Whisky, Rum and Gin were found to be under the permissible limits described by BIS. However, Table 10 and Figure 10, shows the exceed limit of Copper in the suspected samples of Whisky, Rum and Gin. The Table 11 and Figure 11, showing the Ethyl Acetate present in standard Liquor sample as reported in Whisky, Rum and Gin were found to be under the permissible limits described by BIS. However, Table 12 and Figure 12, shows the exceed limit of Ethyl Acetate in the suspected samples of Whisky, Rum and Gin.
Brands
Sample 1
Sample 2
Sample 3
Whisky
0.008
0.009
0.008
Rum
0.009
0.008
0.009
Gin
0.008
0.009
0.008
Table 9 Estimation of Copper in Standard Whisky, Rum and Gin samples
Figure 9 Estimation of Copper in standard Whisky, Rum and Gin samples.
Brands
Sample 1
Sample 2
Sample 3
Whisky
0.018
0.010
0.015
Rum
0.010
0.005
0.015
Gin
0.016
0.015
0.015
Table 10 Estimation of Copper in Suspected Whisky, Rum and Gin samples
Figure 10 Estimation of Copper in Suspected Whisky, Rum and Gin samples.
Brands
Sample 1
Sample 2
Sample 3
Whisky
0.24
0.28
0.28
Rum
0.18
0.20
0.18
Gin
0.58
0.60
0.58
Table 11 Estimation of Ethyl Acetate in Standard Whisky, Rum and Gin samples
Figure 11 Estimation of Ethyl Acetate in Standard Whisky, Rum and Gin samples.
Brands
Sample 1
Sample 2
Sample 3
Whisky
0.40
0.60
0.40
Rum
0.20
0.15
0.20
Gin
0.80
0.60
0.60
Table 12 Estimation of Ethyl Acetate in Suspected Whisky, Rum and Gin samples
Figure 12 Estimation of Fixed Acidity in Standard Whisky, Rum and Gin samples.
Conclusion
These research work present the suspected sample of liquor are the various type of contamination and the results are shown that the liquor are not drinking purpose. The adulterants contaminations is a major problem in India. The partial data available around prices, it appears that there is ground for the probability that at minimum some home or locally made beverages are cheaper than mass or factory produced “branded” beverages. In some cases the price difference is quite significant. This means that it is mostly the poorer segments of the society which consume these local beverages, except in the case of some culturally important beverages which might have ceremonial value.
Acknowledgements
None.
Conflict of interest
Author declares that there is none of the conflicts.
References
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Karnataka Excise Rules (Regulation of Yield, Production and Wastage of Spirit, Beer, Wine or Liquors) (1997).
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Bureau of Indian Standards, Indian standard manual for alcoholic drinks and methods of test, 1986.
Frank W. Qualittssicherung, Organisation und Analy-senmethoden. In: Kolb E editor. Spirituosen Technologie. Behr’s Verlag, Germany: Hamburg; 2002. p. 425–472.
Working in a bar is a great career option for anyone with a creative mind and a drive to learn. The preconceived notion that bartending is a man’s field has been thrown out of the window in the past decade, with women from different social, cultural and academic backgrounds having set the standard high in this industry, by leading some of the best bars, discovering and creating new drinks and whatnot. This International Women’s Day, we’re celebrating some of the top female mixologists from India, who despite the challenges, have broken barriers and showcased their excellent skills behind the bar.
Shatbhi Basu
An alumnus of IHM Mumbai, Shatbhi Basu went on to carve out an illustrious career in bartending and was awarded by the President of India and the Ministry of Women and Child Development as India’s first woman bartender. With an experience of over three decades, Shatbhi runs her own bartending academy in Mumbai called Stir Academy of Bartending. She conducts various workshops across the country and tries to keep this art alive among women. She also authored the first comprehensive guide to alcoholic beverages and cocktails relevant to Indian conditions called ‘The Can’t Go Wrong Book of Cocktails’, and has hosted and created India’s first TV show on cocktails & more – ‘In High Spirits’ on NDTV Good Times. Shatbhi was appointed the first American Whiskey Ambassador, India from 2013 – 2016.
Ami Shroff
Ami Shroff started her career in 2003 at the age of 18. Since then, she has never looked back. Today she is one of India’s few women flair bartenders who is sought after for special events and gigs. If that’s not enough, she is also an accomplished mixologist which makes her a complete professional at the bar. She has managed to perform at over 20 destinations across India and beyond the borders, at over 1000 events, from backyard pool parties to elite corporate functions and conferences. Ami also curates cocktail menus for some of the most acclaimed establishments and has starred in the Netflix documentary Midnight Asia, depicting the mixing of drinks into performing art.
Cindy Lalramngaihzuali
Cindy Lalramngaihzuali started her career in the F&B industry in 2015. After working in different departments, she got inspired after working behind the bar at Ek Bar in Delhi. Later, while doing a bartending course, she started working at Piso 16. After working for a month, she moved to Perch Wine and Coffee Bar, Delhi and takes care of Hoots’ cocktail bar there. One of her favourite cocktails is Hanky Panky – a spirit forward cocktail with gin, vermouth and Fernet Branca. Cindy considers her mother and grandmother as her biggest inspiration.
Sonam Rai
Hailing from a small town in Bihar and having no professional background in mixology, Sonam Rai is a hands-on and quick leaner of the craft. She credits he stint as an assistant bartender at GVK Lounge, Mumbai International Airport for her skills, where she picked up everything she knows from the Bar Manager Abhinay Patil. A big fan of dehydrated fruit garnishes and citrus drinks, try one of her grapefruit creations like the Bloody Habanero Margarita or Gin Grapefruit and Basil Ginger ale.
Arati Mestry
Arati Mestry’s journey towards being a bartender started with an impromptu cocktail competition in college and with a part-time job at a friend’s bar on weekends. After switching jobs, Arati took a small break to find a good workplace, and within some time landed a stint with BYG Brewski Brewing Co in Bangalore. She got her first job in the pre-opening team in Planet Hollywood Beach Resort, Goa, and then moved to Elephant & Co. Pune which, she considers, was a turning point. Currently she works with Seven Rivers Brewing Co, Taj Group, as a bar manager. Some of her accolades include being runner-up in the American Whiskey Legacy 2020, winner of the Jameson Barrelmen’ Face-Off 2018 (1st Edition), and national finalist in several competitions like the Campari Bartender Competition Asia 2019 – Top 5, the Monkey Shoulder Ultimate Bartender Championship 2019 – Top 5, and the Beluga Signature Bartender Program 2019 – Top 30.
Average production volume is expected in the EU, with positive performances recorded in Italy, France, and Germany, which balanced out the low harvests expected in Spain and Greece, which were particularly affected by the heat wave during summer. First harvest forecasts in the USA indicate that production volume will be slightly lower than in 2021. After the record-high figures of last year, Southern Hemisphere vineyards produced average volumes, with the only exception of New Zealand that, thanks to favourable climatic conditions, records the largest production ever.
In 2022, despite the heat wave that touched many regions of the world, global wine production volume is expected to be at a level similar to the one observed last year. This would be the fourth consecutive year where the global production level can be considered as slightly below average.
This year harvest has been characterised by extreme heat and record-breaking drought that sped up ripening in vineyards all over the globe. A report recently published by the Global Drought Observatory indicated that almost two thirds of the European territory was in a state of drought or on alert due to heat waves and extremely low rainfall: this has been the worst drought in the last 500 years. And Europe was not the only region impacted: from East Africa to California, extreme temperatures have been recorded this year.
World Production
Based on the information collected on twenty-nine countries, which represent 91% of the world production in 2021, 2022 world wine production (excluding juices and musts) is estimated between 257.5 and 262.3 mhl, with a mid-range estimate at 259.9 mhl.
The 2022 wine production volume can be considered slightly below its 20-year average and seems to have fallen by 1% compared to 2021. This is due to higher than-expected harvest volume in Europe (despite the drought and heat waves during spring and summer) and average production level recorded in the Southern Hemisphere and in the USA. Overall, in 2022 the dry and hot conditions observed across different regions of the world have led to early harvests and average volumes, nonetheless an overall good quality is expected.
It should be noted, however, that the figures for 2022, must be taken with caution as there are still large countries like China and Russia for which information is not available yet. Also, the high volatility in production volumes observed over the last years at regional levels makes the forecasting exercise even more difficult.
Northern hemisphere
European Union
In the European Union (EU), a series of adverse weather events – spring frost, hail, excess heat, and drought – have been observed all along the 2022 growing season.
Spring and summer heatwaves across Europe have resulted in early ripening. At the beginning of the season, there was widespread concern among key stakeholders that yields were expected to be lower due to extreme heat and lack of rainfall in many areas. However, in the end, the absence of major grape diseases and late summer rains made up for it, resulting in higher yields than initially expected in several regions and countries.
The result is an overall early harvest and an estimated wine production volume of 157 mhl, excluding juices and musts. This volume shows an annual increase of 3.5 mhl (+2%) compared to 2021. Overall, preliminary estimates for 2022 wine production in EU countries indicate quite a heterogeneous situation, due to different weather conditions throughout the year, undergone in different vine regions.
Notwithstanding the drought that hit certain regions, 2022 proved to be a favourable year for wine production in the two largest EU producing countries – Italy and France, which together account for 36% of the world and 60% of the EU wine production – mainly thanks to the rains at the end of the summer. Italy, still ranking first producer of the world at 50.3 mhl, estimates a volume in line with its 2021 wine production. France, after the very low vintage of 2021, characterised by severe damages due to early frost in April, followed by summer rain, hailstorms, and mildew, is the EU country with highest growth rate with respect to the previous year: it foresees a production level of 44.2 mhl, which represents +17% compared to 2021. Dry and hot weather this year reduced disease pressure on vines and lead to an early start of the grape harvest.
Spain in 2022 will be the third largest wine producer in the world with an estimated production of 33.0 mhl.
This relatively low volume (-6% compared to 2021 and 12% lower than its five-year average) can be attributed to drought and limited access to water in many regions.
Among the other major wine producing countries in the EU, positive performances with respect to 2021 have been recorded in Germany (8.9 mhl, +2% / 2021), Romania (4.6 mhl, +4% / 2021), Bulgaria (0.9 mhl, +5% / 021), Slovenia (0.7 mhl, +15% / 2021), and Croatia (0.6 mhl, +12% / 2021). In these countries, the dry and hot growing season has been beneficial for vineyards, a large part of which have been very productive, despite the hot temperatures.
On the other hand, several countries within the EU expect a negative growth with respect to 2021. For example, Portugal, the fifth largest European wine producer, has an estimated 2022 wine production volume of 6.7 mhl (-8% / 2021). The harvest in Portugal, like in many other EU countries, has been hit by excessive heat during summer, coupled with little rainfall. However, it should be noted that the expected 2022 level is in line with its five-year average. Hungary’s estimated wine production is 2.5 mhl in 2022, a level 3% below 2021 and 15% lower than its five-year average.
Also in this case, the extreme temperatures recorded in spring and summer lead to an early and relatively small harvest. Similarly, Austria, with 2.3 mhl, estimates a wine production that is 6% lower than 2021 and 8% lower than its five-year average. One of the countries that was hit harder by the heat wave this season is certainly Greece, where the expected wine production in 2022 is estimated at only 1.7 mhl. This represents not only a sharp fall with respect to the previous year (-29%), but also a steep decline compared to its five year average. Lastly, Czech Republic expects a wine production of 0.6 mhl, a level 8% lower than 2021 in line with its five-year average.
Outside EU
In the USA, fourth producer at world level, the preliminary estimate for 2022 wine production is 23.1 mhl. This figure is 4% lower compared to last year, and 6% lower with respect to its five-year average. This relative decrease can be partially attributed to early frost damages, drought-like conditions in summer and consequent lack of water supply in certain wine regions.
At this time of the year, data on grape harvest in China is not available. However, wine production is likely to continue the contraction that started in 2016 for structural reasons outlined in previous OIV reports on the state of the vine and wine sector
As for Eastern European countries, wine production in Georgia is estimated to be in line with the already large production of 2021 (+2%), with a record-high level of 2.1 mhl.
This volume is due to favourable weather conditions that lead to high grape yields and a governmental subsidy programme that has pushed production to record levels. In Moldova, wine production in 2022 is estimated at 1.3 mhl, a decrease of approximately 7% compared to 2021 volume. This year, exceptionally, data on grape harvests and wine production in Russia are not yet available.
Switzerland is expected to record 1.0 mhl, which is 59% higher than the extremely low volume of 2021. The Swiss wine production volume of this year is not only larger than last year, but also 12% higher than the average observed over the last five years. The heat waves experienced across Europe were beneficial for Swiss vineyards at relatively high altitudes.
Southern hemisphere
In the Southern Hemisphere, where harvests end in the first trimester of 2022, preliminary figures on wine production tend to be more accurate in this period of the year. After a significant decline in wine production in 2020 caused by unfavourable climatic conditions and a record-high 2021 harvest, in 2022 the wine production estimate for the southern hemisphere is about 55 mhl, -7% compared to the previous year, but fully in line with its last five-year average. Overall, in 2022 the southern hemisphere wine production is expected to account for 21% of the world total.
All major South American wine-producing countries have registered a fall in production with respect to 2021. Chile is the largest producer in the southern hemisphere in 2022, with wine production peaking at 12.4 mhl, benefitting from dry conditions and just 7% below last year’s exceptionally high production (7% above its five-year average). In 2022, due to extremely variable weather conditions (frost, heavy rainfalls, etc.), Argentina’s wine production has decreased by about 1.0 mhl, with production reaching 11.4 mhl (-9% / 2021).
Brazil has an estimated wine production volume of 3.2 mhl in 2022. Even though this represents a decrease of 10% with respect to 2021, the expected volume of this year, despite dry spring and drought summer conditions, is higher than the average observed in the last five years.
In South Africa, wine production in 2022 is estimated at 10.4 mhl, which marks a decrease of 4% compared to 2021. However, it should be noted that this figure is perfectly in line with its five-year average.
Australia registered the largest negative variation with respect to last year in the whole southern hemisphere.
With 12.1 mhl, Australia records a -18% compared to 2021. This is due to cold spring temperatures and heavy rainfalls in summer combined with seasonal adjustments made by winemakers after the record-high vintage of 2021. New Zealand represents, once again, the exception in the southern hemisphere. While in 2021 New Zealand was the only major Southern Hemisphere country to have a below-average wine grape harvest, in 2022 it saw a record-high wine production level, reaching for the first time in its history 3.8 mhl (+44% / 2021). A mix of excellent climatic conditions and high international demand has certainly contributed to this historically high harvest volume.
