The Founding House of Japanese Whisky partners with film icons Sofia Coppola and Keanu Reeves
Introduces new limited-edition whiskies to toast its centennial
The House of Suntory, the Founding House of Japanese Whisky, celebrates its 100th anniversary of whisky innovation: a major milestone not only for Suntory’s history but for Japanese spirits culture. In honour of this centennial, the House releases a Suntory Anniversary Tribute as imagined by Academy Award-winning director Sofia Coppola and starring actor Keanu Reeves, as well as exclusive 100th anniversary editions of its world-renowned whiskies.
Twenty years after filming Lost in Translation, Sofia Coppola returned to Japan to create the Suntory Anniversary Tribute. Coppola brings her artistic genius and admiration for Suntory Whisky to life as the creative director of The Tribute that honours Suntory’s illustrious past, present and future. The Suntory Anniversary Tribute tells the remarkable story of the brand’s heritage and whisky-making legacy over the last 100 years, depicting the meaning of “Suntory Time” through the eyes of its creator. It features actor Keanu Reeves, a lover of Suntory Whisky and who previously appeared in a Suntory Reserve ad campaign in 1992, debuted yesterday during the Suntory Time 100th Anniversary Global Premiere event in New York City.
“As the pioneer of Japanese whisky, the House of Suntory played a significant role in shaping culture and leading craftsmanship in Japan over the last century,” said Jon Potter, Managing Director of House of Suntory. “To mark this historic milestone, partnering with Sofia and Keanu, who are Suntory Whisky fans, makes perfect sense. From our Fifth Generation Chief Blender Shinji Fukuyo’s striking blends to Sofia and Keanu’s unique cinematic creations, this commemoration has surpassed all expectations to celebrate our iconic Japanese whiskies.”
Later this summer, Reeves will star in another creative project in partnership with the House of Suntory: a series of documentary shorts from filmmaker Roman Coppola titled: “The Nature and Spirit of Japan.” The series explores Japanese whisky culture inspired by harmony with nature (Wa), elevated by Japanese craftsmanship (Monozukuri) and enjoyed as an authentic Japanese cultural experience (Omotenashi). The docuseries will strike a balance between education and entertainment, aiming to foster a deeper exploration of the House of Suntory and Japanese culture overall.
“I’m honored to partner with Suntory Whisky again thirty years after our Suntory Reserve campaign,” said Keanu Reeves. “I’m a huge fan of Suntory Whisky, so it’s very special to collaborate in honour of this milestone anniversary. My admiration for the whisky goes beyond tasting the whisky. It is the elevated Japanese craftsmanship and attention to every detail that makes Suntory Whisky so special. As an actor honing and perfecting my own craft, sharing this process in a docuseries is a thrill.”
In honour of the centennial, the House of Suntory is releasing several limited-edition whiskies that highlight the unique Japanese craftsmanship at Suntory’s whisky distilleries and their meticulous art of blending, including Yamazaki 18 Year Old Mizunara and Hakushu 18 Year Old Peated Malt whiskies. Limited 100th anniversary labels of the flagship Yamazaki 12-Year-Old and Hakushu 12-Year-Old will also be released for the centennial.
“Hakushu and Yamazaki whiskies are gifts from our past handed down by generations,” said Fifth Generation Chief Blender Shinji Fukuyo. “It is fitting to release limited editions as part of this incredible milestone, as they represent our relentless pursuit of quality and symbolise our promise to carry our philosophy on for the next one hundred years and beyond.”
The centennial of the House of Suntory began with the establishment of its Yamazaki Distillery in 1923 – the first and oldest malt whisky distillery in Japan’s history. The House of Suntory founder Shinjiro Torii’s 100-year legacy began with a dream to “create an original Japanese whisky blessed with the riches of Japanese nature and craftsmanship,” which his grandson Shingo Torii carries forth today at Yamazaki and its distilleries across the country. Since its founding, the House of Suntory has been crafting world-class spirits and is known for Yamazaki, Hakushu, Chita, Kakubin, Hibiki, Suntory Whisky Toki and Ao, as well as Roku Gin and Haku Vodka.
This landmark anniversary is a significant milestone for House of Suntory and for its home country of Japan. As a first step toward its promising future, the House of Suntory is investing 10 billion JPY ($77 million USD) to enhance its Yamazaki and Hakushu Distilleries which are currently closed for renovation and scheduled to reopen this fall. The House of Suntory has become synonymous with some of the best Japanese whiskies in the world today, and it has undoubtedly built a legacy worthy of celebration.
The House of Suntory has invited fans to join its new global membership programme. Members will be among the first to hear about House of Suntory new releases, receive priority consideration for invitations to consumer experiences, learn news from the distilleries, gain early access to content and more. The House of Suntory membership programme aims to bring Japanese whisky enthusiasts together around the world and provide a cultural journey through Japan.
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.
About 100 odd distilleries in Uttar Pradesh, Maharashtra and other States producing ethanol have shut operations or are in the process since the supply of subsidised rice from the Food Corporation of India (FCI) has stopped since July 1, 2023. Distillers and associations such as the All India Distillers Association (AIDA) have approached the government to resolve the crisis immediately since it is resulting in distilleries sitting idle on their capacities.
On July 20th, the Government of India further amended the export policy, prohibiting with immediate effect the export of non-basmati white rice. This step was taken in order to ensure adequate availability of non-basmati White Rice for the Indian market and to allay the rise in prices in the domestic market. While this will help stabilise the price of the rixe in the local markets, this decisions have created somewhat of a crisis in the ethanol production and the set targets by the government are not going to be achievable.
The President of AIDA, V.N.Raina told Ambrosia that the Association had approached the Ministry of Consumer Affairs, Food and Public Distribution and also the Ministry of Petroleum, to avert further damage to the industry, by resuming supply of subsidized rice from FCI. The decision of the government he said had resulted in “stopping of grain ethanol industry and no production of ethanol is being carried out. We have apprised them of this issue as availability of damaged grains is almost minimum in the market, the FCI surplus rice must therefore be issued according to the allotments to distilleries immediately to enable the industry meet the goal of reaching 12% ethanol blending by the end of Oct-2023.”
Disrupts entire ethanol programme
Mr. Raina added that the distillery industry has been left without any FCI rice which is the sole feedstock available to the grain-based distilleries. “The stoppage has completely disrupted the entire ethanol programme and distilleries are left with no alternative but to stop production. This is very serious stoppage which must be rectified immediately,” he added.
Asked whether these distilleries could manage with supply of other grains, Mr. Raina said “Although the industry has choice of other grains like damaged rice and maize, but these are not available in sufficient quantity in the market and also the price of ethanol fixed by the govt. against supplies of these grains are unviable for the industry. We have been requesting the govt. to revise the prices to enable distilleries use this alternative also, although the available quantity will not be sufficient to meet the entire requirement for blending target without surplus rice from FCI. As far as sugarcane is concerned, there is nothing against supplies of sugar and sugarcane although this is the off -season period the total entire goal of blending cannot be fulfilled by sugar industry ethanol from grains is vital to fulfill nearly 50% of the total requirement of ethanol for achieving 20% blending by the year 2025-2026.”
As per data made available by FCI, in June 2,77,419.98 metric tonnes of subsidized rice was supplied to distilleries for ethanol production, a 216 per cent increase from 2022 June. In May it was 2.95 lakh metric tonnes.
Government admits shortfall in foodgrains productionThe Minister of State for Consumer Affairs, Food and Public Distribution, Sadhvi Niranjan Jyoti recently informed Lok Sabha that “Considering expected deficiency in rainfall caused by El Nino as speculated by the India Meteorological Department due to which Kharif crop production in the country may be affected…. In order to control inflationary trends and to maintain adequate stock levels under central pool for distribution under National Food Security Act and other welfare schemes for the benefit [of people], sale of wheat and rice under Open Market Sale Scheme (Domestic) for state governments, including Tamil Nadu, has been discontinued with effect from 13.06.2023.”
She further said that “State governments of Karnataka, West Bengal and Tamil Nadu have requested for wheat and rice under OMSS(D) Policy which was not acceded to due to discontinuation of sale of wheat and rice to states under OMSS(D) 2023.”Due to this the supply to distilleries has got affected. However, she mentioned that in 2022-21, subsidized rice supplied for ethanol was 49,000 MT, which increased to 10.68 lakh MT in 2021-22 and 13.05 lakh MT in 2022-23, up to July 10. Of 24 lakh MT supplied to distilleries for making ethanol so far, the maximum — 1.67 lakh MT — has been bought by Chandigarh Distillers & Bottlers Ltd, is followed by Bihar Distilleries and Bottlers Pvt Ltd (1.57 lakh MT), and BCL Industries Ltd (0.13 lakh MT). The government is expected to provide 32 lakh MT rice for ethanol during 2022-23 and with this disruption, it remains to be seen how the government will fulfil that obligation.
The price of rice supplied for ethanol is much lower compared to the economic cost incurred by FCI on procurement and storage operations: these were Rs 3,939.26 per quintal in 2020-21; Rs 3,562.49 in 2021-22; Rs 3,858.19 in 2022-23 (revised estimates); and Rs 3,918.05 per quintal in 2023-24 (BE).
Retail prices going up
The Government, in a statement, has admitted that domestic prices of rice are increasing and that retail prices have increased by 11.5% over a year and 3% over the past month. Export duty of 20% on non-basmati white rice was imposed on 08.09.2022 to lower the price as well ensure availability in the domestic market. However, the export of this variety increased from 33.66 LMT (Sept-March 2021-22) to 42.12 LMT (Sept-March 2022-23) even after imposition of 20% export duty. In the current FY 2023-24 (April-June), about 15.54 LMT of this variety of rice was exported against only 11.55 LMT during FY 2022-23 (April-June), i.e. an increase by 35%. This sharp increase in exports can be ascribed to high international prices due to geo-political scenario, El Nino sentiments and extreme climatic conditions in other rice producing countries, etc.
Non-Basmati White Rice constitutes about 25% of total rice exported from the country. The prohibition on export of Non-Basmati White Rice will lead to lowering of prices for the consumers in the country, the government has stated.
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.
Abhinav Jindal, founder of Kimaya Himalayan Beverages, outlines the company’s growth trajectory
What is your impression of the response to craft beers?
The craft beer industry in India is still in its nascent stage, but it is exhibiting positive indicators of expansion. The global trend towards craft beer is starting to take hold in India, and this presents a significant opportunity for the industry. Unlike developed economies, where the craft beer movement has been established for over a decade, India is experiencing high double-digit growth in the craft beer category compared to a lower double-digit growth in the overall beer market. This indicates that the craft beer industry in India is experiencing a strong upward trend and is expected to continue this path in the future. The surge in the demand for craft beer offers possibilities to innovate and introduce new products in various categories, as well as to redefine existing categories in the competitive market space. This creates a lot of opportunities for innovation and differentiation within the industry, which will further drive growth and create more choices for consumers. Overall, the craft beer industry in India is poised for substantial expansion, and businesses that can tap into this trend and create exciting new products will be well-positioned to capitalise on this opportunity.
Do you feel consumers will go back to regular beer as compared to strong beer or is it only millennials?
The market trend indicates that consumers generally prefer stronger beer over milder ones, and this preference has been evident in the high growth rates of the premium, stronger beer category. With the availability of better-quality products in the stronger beer category, consumers are more likely to stick with their preference for stronger beer, and therefore, it is unlikely that there will be a significant shift in consumer preference towards milder beer.
What are your plans for the summer season – new launches, and promotions?
We have some exciting developments this season. Firstly, we have introduced a newer bottle packaging for BeeYoung Strong 650 ml bottle, which is a one-of-a-kind innovation that is unprecedented in this industry. It is highly likely that this packaging has not been seen before in the market. Moreover, our team is actively working towards launching BeeYoung in Himachal Pradesh to mark our market presence. To further enhance our product offerings, we plan on introducing new variants in premium segment with unique flavour notes to the Kimaya’s profile, likely to be launched in a couple of months. On the marketing front, we have launched an exciting summer campaign that will be visible both digitally and on the ground. This campaign is designed to be fun and engaging, and we are actively seeking out opportunities for collaborations and event sponsorships that align with the spirit of the summer campaign in the near future.
How would you describe Kimaya Himalayan Beverages’ remarkable journey from being the latest entrant in the market just before the pandemic to becoming a company worth over 100 crores in just one year of full operation?
The pandemic has caused significant disruption in the industry, particularly impacting small businesses and homegrown brands. Despite the uncertainties and obstacles caused by the pandemic, BeeYoung, which was launched in September 2019, has managed to stay resilient with a mindful approach and strategic resource allocation. Through proactive market analysis, the company has taken effective measures to reach its sales targets and develop a robust strategy for expansion into larger markets. As a result, BeeYoung achieved a remarkable milestone by dispatching 1,00,000 hectolitres of beer in its first year of full operation, experiencing an impressive growth rate of 129%. The brand has also successfully established itself in Delhi, Uttar Pradesh, Uttarakhand, Punjab, and Chandigarh and is now focussed on expanding into other states. To meet the increasing demand in its existing markets, Kimaya Himalayan Beverages is increasing its production capacity, reaffirming its commitment to meeting its customers’ needs.
How has the company ensured enhancing product availability in the existing market, diversifying the product range, and venturing into new regions across the nation.
To enhance product availability in the existing market, Kimaya Himalayan Beverages has established partnerships with distributors and retailers to ensure that its products are widely available. The brand has successfully established its presence in multiple regions of North India including Delhi, Uttarakhand, Punjab, and Uttar Pradesh. To diversify its product range, the team is working on introducing new variants with distinctive flavour notes to cater to the changing tastes of consumers. We are working on strengthening the foothold in North India by expanding into new regions and states, such as the upcoming launch in Himachal Pradesh. We have also invested in marketing campaigns to raise brand awareness and attract new customers. Overall, we have taken a proactive and strategic approach to enhancing product availability, diversifying its product range, and venturing into new regions across the nation. These efforts have helped us to grow.
What is the industry overview on alcobev category – the shifts and trends?
The alcohol beverage category has undergone significant shifts and trends in recent years. One of the most notable changes is the growing consumer interest in healthier and low-alcohol options. Consumers are more health-conscious and looking for beverages that align with their wellness goals. This has led to an increase in the demand for low-alcohol or non-alcoholic beverages, such as hard seltzers and non-alcoholic beers. Another trend in the alcohol beverage industry is the rise of craft and artisanal beverages. This has led to an increase in the number of craft breweries, distilleries, and wineries, as well as a growing interest in local and regional products. Finally, sustainability and environmental concerns have become increasingly important to consumers, and brands are responding by prioritising sustainability in their operations and products. This includes using eco-friendly packaging, reducing waste, and sourcing ingredients from sustainable sources.
Overall, the alcohol beverage industry is evolving rapidly, with a focus on health, quality, sustainability, and innovation. Brands that can adapt to these changing trends and meet the evolving needs of consumers are likely to succeed in this competitive market.
What steps are being taken to ensure Sustainability in the alcohol and beer industry: Innovative approaches towards environmental responsibility?
The alcohol and beer industry are taking various steps towards ensuring sustainability and environmental responsibility. These steps include implementing sustainable sourcing practices, using eco-friendly packaging, conserving water, reducing energy consumption, and minimising waste. Companies are exploring innovative approaches towards sustainability, such as using renewable energy sources, investing in water-saving technologies, and using waste-to-energy technologies. The industry is responding to the growing consumer demand for environmentally responsible products and operations. By prioritising sustainability in their operations and products, companies are demonstrating their commitment to social responsibility and ensuring long-term success in the competitive market.
How would you describe the Science of Brewing: The chemistry behind a ‘Perfect Pint’?
Brewing is a complex process that blends the art and science of beer-making. It involves a variety of chemical reactions that transform simple ingredients such as water, malt, hops, and yeast into the diverse range of beers we enjoy today. The science of brewing entails understanding and manipulating these chemical reactions to create the desired flavour, aroma, and appearance of beer. However, creating the perfect pint requires not only scientific knowledge, but also artistic skill. Artistry in brewing involves being artisanal and selecting the right ingredients in the desired quantities. It also involves carefully combining the ingredients without adding concentrated hops, colour, or flavour. The art of brewing complements the science, which includes determining the appropriate temperature to boil, ferment, and so on. Understanding the chemistry behind brewing is essential for creating a satisfying and enjoyable drinking experience that caters to the diverse preferences of beer drinkers worldwide. In summary, brewing is a delicate balance of science and art that requires skill, expertise, and creativity to produce a perfect pint.
What can you do to make the industry more circular?
To make the beer industry more sustainable and reduce waste, adopting a circular approach is crucial. At Kimaya Himalayan Beverages, we have taken steps to minimise our environmental impact by recycling the used bottles. Additionally, breweries can use sustainable ingredients such as organic and locally sourced grains and hops, as well as switching to renewable energy sources like solar or wind power to reduce their carbon footprint. Breweries can also reduce packaging waste by using biodegradable materials. Furthermore, minimising packaging waste by using lightweight materials or reducing packaging size can be another effective approach. Lastly, partnering with local farmers to source ingredients can reduce transportation emissions and support the local economy. Adopting these circular approaches can significantly reduce waste, promote sustainability, and help create a more environmentally friendly product. As businesses, we have a responsibility to act towards becoming more sustainable for future generations.
How would stress the importance on the Art of Beer Labelling: Design Trends and marketing strategies?
In the beer industry, the art of beer labelling is a crucial element that plays a vital role in attracting and retaining customers. A well-designed beer label not only conveys essential information about the beer, such as its flavour and ingredients, but also serves as a marketing tool that sets the brand apart from its competitors. As design trends in beer labelling continually evolve, companies are embracing creative and eye-catching designs that appeal to a broad range of consumers.
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.
In a first for the Maison, the acclaimed fashion designer transcends couture and Cognac in a special collection featuring a collectible sneaker, Masterpiece decanter, and Limited Edition bottle.
Hennessy is recently a collaboration with the world-renowned British Artistic Director Kim Jones. In an audacious meeting of two icons, the Hennessy X.O x Kim Jones collection bridges street and luxury in a unique celebration of the legendary blend’s impact on culture.
Interweaving the richness of Hennessy X.O’s 150-year heritage with Kim Jones’ creative vision, the collaboration features the Hennessy X.O Masterpiece designed by Kim Jones, the Hennessy X.O Limited Edition bottle by Kim Jones, and in a first for the brand, the HNY Low by Kim Jones. This also marks the first time Maison Hennessy has partnered with a fashion designer, and that Kim Jones collaborates with a spirits brand.
“We are thrilled to embark on a new odyssey blending Cognac-making and couture with Kim Jones, a creative master of our time,” said Laurent Boillot, Hennessy CEO. “Inspired by the emblematic personality of Hennessy X.O, Kim has developed a resolutely contemporary collection that is destined to make an impact on culture today and in the future.”
For Hennessy X.O, Kim Jones pays tribute to Cognac-making and couture, two processes that touch on an understanding of science and the natural world as well as artisanal craftsmanship and savoir-faire. He follows in the footsteps of a formidable lineage of great masters who have helped cement Hennessy X.O’s cultural resonance over the years, including Frank Gehry, Cai Guo-Qiang and Ridley Scott.
“I’m fascinated by the rich heritage of Hennessy, a household name behind which artisans have spent hundreds of years creating this special cognac,” says Kim Jones. “Storytelling is very important for me regardless of what I’m designing or who I’m collaborating with – I want my designs to educate and inspire people through the stories they tell.”
Designed by Kim Jones and crafted in an LVMH-owned shoe factory in Italy, the limited edition HNY Low by Kim Jones is inspired by early basketball shoes. It is made of a light Cognac-coloured nubuck leather, a material that takes on the patina of time, a reference to the precious eaux-de-vie.
Contrasting with the classic upper, a technical sole in tonal grooved rubber features an imprint of Cognac vines and the Hennessy X.O x Kim Jones logo on its underside, while the initials KJ and the Hennessy bras armé emblem discreetly adorn the heel.
“I wanted it to be elevated and chic, to reflect both the long heritage of cognac and my own design values,” says the designer, who also transposed the curves of the Hennessy X.O bottle onto the sneaker. “I wanted it to feel like you’re almost looking into the bottle. It’s a glass of Cognac in sneaker form.”
True to the sneakerhead aesthetic, Kim Jones made packaging a part of the overall experience. Each pair of HNY Low by Kim Jones comes sheathed in cotton dust bags bound by a high-end drawstring, a shape recalling bottles that used to be wrapped in thick paper during travel. The sneakers are presented in an oak box that revisits the barrels used to age the eaux-de-vie, its wavy top echoing the plateau for the Hennessy X.O Masterpiece designed by Kim Jones.
Retailing at a suggested price of 650 euros, the HNY Low by Kim Jones will drop in March 2023 in partnership with HBX as the global exclusive online retail partner, and in selected retail spaces.
Designed exclusively for Hennessy by Kim Jones, produced using 3D printing technology, and finished by hand, the sculptural Hennessy X.O Masterpiece has been produced in only 200 examples. The decanter demonstrates how humanity and technology can work together to create something unique, “like a piece of bespoke couture for a bottle,” the designer notes.
The Hennessy X.O Masterpiece draws inspiration from the making of Hennessy X.O, an art perfected by eight generations of Master Blenders. A specially developed titanium casing entirely encapsulates the bottle like an architectural second skin. Its twisting folds evoke both the couture technique of draping and the way in which, at the turn of the 20th century, Hennessy bottles were carefully hand enveloped in tissue paper as a way of protecting their fragile parchment paper labels. Its base, an undulating oak plateau, nods to the barrels used to age eaux-de-vie that would eventually be blended to create Hennessy X.O.
While the bottle is entirely obscured from view, the Cognac can be extracted using the fusil designed by Kim Jones, an elegant and playful ritual to serve a glass of the Hennessy X.O blend. As a finishing touch, the decanter itself has been dipped in gradient colours, an effect inspired by the shades of the different eaux-de-vie selected by the Master Blender to compose Hennessy X.O.
Says Kim Jones, “When I saw how the vintage Hennessy bottles were wrapped, it spoke volumes to me about how precious each one is, and how they were handled. I was particularly touched by their history, and the sense of how generations have dedicated their time to making each step of the process better and better. That same process also holds true with fashion.”
The third element of the collaboration is the Hennessy X.O Limited Edition ‘ready-to-wear’ version of the decanter specially imagined by Kim Jones. The Hennessy X.O bottle is encased in an aluminum second skin, its structure showcasing the signature shape of the bottle while evoking a couture silhouette. A true representation of the merger of fashion and culture with excellence and legacy, the limited edition bottle is the final piece of the Hennessy X.O x Kim Jones partnership.
n time for the collection launch, Hennessy X.O unveils The Fabric of Time, a campaign video featuring a cameo of Kim Jones as he steps into the Hennessy X.O universe. Created by French creative trio Bleu Désert, the video places the collection at the convergence of human and mechanical movement.
Through the artistic mind of Kim Jones, the piece introduces a strange futuristic environment, halfway between a distillery and an haute couture atelier. An elusive robot takes the viewer through the space, slowly uncovering the inspiration behind the poetic details of The Fabric of Time as it passes next to an imposing mechanical alembic system. As the robot enters the main room, the Hennessy X.O Masterpiece designed by Kim Jones is revealed under the concealed watchful eye of the designer.
The Fabric of Time and collection items will be displayed in select global retail locations, each evoking the futuristic elements of the collaboration and video through interactive content and experiences.
