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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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.
Bacardi is promoting Stephanie Macleod, Master Blender for its portfolio of Scotch whiskies, to a newly created role as Director of Blending, Scotch Whisky – a promotion that recognises her talent and 25 years’ experience in crafting Scotch whisky.
A multi-award winning and highly respected figure in the whisky industry, in her new role Stephanie will continue to lead the famed blending legacy of Dewar’s Blended Scotch whisky, William Lawson’s Scotch whisky, and the five Single Malts – Aberfeldy, Aultmore, Craigellachie, The Deveron and Royal Brackla – as Malt Master.
Her expanded remit will also see her develop the people and processes needed to continue to the premiumisation of the range and help deliver on the family-owned spirits company’s ambition to be industry leaders in innovation and quality.
“It’s an exciting time for Scotch whisky right now as demand grows around the world for top quality, beautifully crafted blends and malts. In my new role, I’ll be ensuring we are able to meet this increasing demand – both now and for many decades to come – while continuing to deliver new, exciting and curated Scotch whiskies, spanning our Blended and Single Malt portfolios,” says Stephanie Macleod, Director of Blending, Scotch Whisky, Bacardi.
At the 2022 International Whisky Competition, Stephanie was crowned ‘Master Blender of the Year’ for an unprecedented fourth year in a row, a feat which recognises her world-leading expertise in the art of blending. She is only the seventh Master Blender in Dewar’s 176-year history.
Stephanie became the first female Master Blender for Dewar’s in 2006, following her official three-year training with the then Master Blender. She joined Bacardi, based in Glasgow in 1998, and began her career in whisky as a Sensory Analyst at the University of Strathclyde, Scotland, working on a project which attempted to unlock the maturation secrets of Scotch whisky.
“The consistent quality and flavour of every drop of our Scotch whiskies is thanks to Stephanie and her team. As Director of Blending, she will bring her mastery of the entire whisky-making process – from barley to bottle – to play a pivotal role in delivering our bold growth ambitions for Scotch whisky,” says Dave Ingram, Chief Supply Chain Officer, Bacardi.
Stephanie is passionate about nurturing the next generation of talent within Bacardi and the whisky industry. She leads a team of Blenders and Assistant Blenders who learn from her wealth of knowledge and expertise every day.
As well as heading-up this talented team, Stephanie will continue to share her story and her love of whisky to inspire others around the world to nose, taste and enjoy a sensory experience which is unlike any other.
The world’s most awarded rum welcomes back Roberto Ramirez Laverde as Global SVP, Bacardĺ rum, effective immediately. Roberto takes on an open role following the promotion of Ned Duggan to Global Chief Marketing Officer of Bacardi and President of Bacardi Global Brands Limited. Roberto reports to Ned and joins the Marketing Leadership Team. He will be based in Bermuda.
During his previous tenure at Bacardi from 2013-2019, Roberto contributed to building the premiumisation strategy for the company’s aged Bacardĺ rums and Facundo rum collection. He contributed to launching the iconic rum brand’s portfolio of premium, aged rums and building the architecture that continues to define the premium rum category. Earlier in his Bacardi career he led the Rums Category for Latin America and Caribbean Region, originally joining Bacardi in 2013 as Marketing Director for Mexico. There he supported brands across the portfolio including Bacardĺ rum, Grey Goose Vodka, Bombay Sapphire, Dewar’s Scotch Whiskey and Patrón Tequila.
“In addition to being a brilliant marketer, Roberto understands the value of consumer mindsets, and equally important, he gets Bacardi. He knows our people, our culture and brings a strong track record of collaborating that is key to continue unlocking even greater growth for the brand across the globe,” says Ned Duggan.
Roberto rejoins the brand from Mastercard in Latin America and the Caribbean where he served as Senior Vice President Marketing and Communications for the last four years.
“I am thrilled to be back at Bacardi and to work with the incredibly talented team who has been building and leading the brand. Together, I know we will build Bacardi’s next great story,” says Roberto Ramirez Laverde.
Originally from Mexico, Roberto is fluent in Spanish, a father of four girls and a multi-awarded marketer, including “1 of the 10 most Effective Marketers in Latin America” and most recently, “Best Regional Marketer in Latin America” by Adlatina, an AdAge partner.
With offering some of the best global spirits and portfolio on offer and an aim to establish itself as the home for premium spirits across categories and create human connections while focussing on sustainability, Beam Suntory has major plans for India. In an interview with Ambrosia, Neeraj Kumar, Managing Director, Beam Suntory India talks about the journey, their aim and the Indian consumer. Excerpts:
You have been associated with the company for over 15 years. How has the company grown in India over those years? From then to Now?
Beam Suntory is a proud custodian of world-renowned spirits whose legacies can be measured in centuries. We are a leading premium spirits company and the world’s third largest as well. Over the last few years, we have introduced some of the world’s most exclusive brands from our global portfolio to the Indian consumers, providing an opportunity to access some of the most sought-after spirit experiences in the world.
We have also made our successful debut into the Indian whisky space with Oaksmith Indian Whisky inspired by Japanese craftsmanship. Apart from this we have also launched more than 10 renowned Japanese brands from The House of Suntory – Yamazaki, Hibiki, Suntory whisky Toki and Roku Japanese Craft Gin. We have strengthened our Scotch brands portfolio with Bowmore, Laphroaig Select and Teacher’s Highland Cream Reserve and continue to embolden our Bourbon whiskey portfolio with Jim Beam and Jim Beam Black Kentucky Straight Bourbon whiskey.
Our aspiration of reaching $1 billion in sales by 2030 continues to drive our premiumisation journey in India. We strive to deliver a portfolio that combines the best of the East and West, with an unwavering emphasis on quality. We have invested in capacity and our people capabilities and proud to be certified as a Great Place to Work in India, three years in a row.
The Indian liquor market is expected to grow by 7% annually in the 2021-25 period, with whisky and spirits among favourites. What do you think are the key drivers in India?
The increasing demand for luxury spirits and premiumisation among Indian consumers signals a greater emphasis on quality. With rising disposable incomes, exposure to global culture and a desire for premium products, purchasing habits are evolving, making India an appealing market for global and Indian brands.
The channel landscape has also seen a dramatic shift in specialist store infrastructure. In addition, consumers now enjoy world class on-premise premium experiences and cocktail immersion, specially led by whiskeys and gins. The Indian consumer base is expected to grow and is witnessing a trend towards premiumisation. We expect a greater thrust on new innovations across whiskies, gins and vodkas, presenting an opportunity for cocktail craft as well as beverages for refreshment occasions. These trends will continue to drive growth at the top and premium end of the market.
What is Beam Suntory’s strategy to expand the India market?
For Beam Suntory, India is a strategic market with a long-term growth ambition. The company continues to deliver strongly along its ambitious goal of reaching $1 billion in revenue in India by 2030. Our ‘Yatte Minahare’ spirit inspires us to dream big and our commitment to the India ambition is consistent with our objective to develop our business scale sustainably in India and join our other large markets like the US and Japan.
Beam Suntory aims to establish itself as the home for premium spirits across categories and create inspiring human connections, while maintaining an integral focus on sustainability. The company continues to develop its presence here with robust investments on capability building, capacity expansion and inspiring top talent to join our global talent pool. With the early signs of success with Oaksmith whisky, we have a long-term commitment to build a business of scale whilst driving premiumisation.
You mentioned that by 2030 the company would touch $1billion in annual revenues in India, is that objective on course? Can you share the revenues from India as of 2022 across categories?
The Indian market is advancing towards quality over quantity and our goals for the Indian market are in line with the consumers’ needs catering to their discerning palates. With leading brands like Teacher’s, Jim Beam and Oaksmith and a range of luxury and premium products, we are confident in our ambitious goal for 2030. Over the past two years, we have accelerated our current portfolio, gaining value growth outperforming peers in the market. Our portfolio has been crafted carefully for Indian consumers and guided by our competitive advantage of ‘East Meets West’. These include principles of ‘Gemba’ (real consumer and customer insights from the points of consumption) and ‘Monozukuri’ (an unwavering commitment to quality from Seed to Sip). Our consumer-first mindset will continue to develop our portfolio to pioneer and leverage category, channel and consumer trends.
Since the launch of Oaksmith, it has become a very popular product. Can you share the market share, cases sold, etc. for the brand? Will the whisky be made available in the other markets as well?
After a successful launch in 2020 in Maharashtra and Telangana followed by expansion in over 20 markets, Oaksmith is at the helm of reinventing the Indian whisky segment. As a result of consumers tremendous response, Oaksmith has already sold 1 million cases since its launch, reinforcing Beam Suntory’s commitment to lead the growth and premiumisation of the Indian spirit’s market. With multiple international accolades behind its name, including the London Spirits Competition, we remain optimistic of this brand’s future in the market.
There is a major push towards sustainability in the industry. What are Beam’s plans towards the same?
Inspired by our Proof Positive commitments and Growing for Good vision, leaving a positive impact on the environment is central to Beam Suntory’s business and fundamental to its culture across every facet of the value chain. At the start of 2021, we made a global announcement to invest more than $1 billion to make positive impacts on the environment, consumers, and communities through our Proof Positive programme.
We have been making significant progress on this vision both globally and in India. Some of our local initiatives include
• Reduced dependency on single use packaging, starting with our range of Teacher’s and Oaksmith.
• Tree plantation project in Mumbai and Goa.
• Donation of USD 150,000 to NRAI to support workers in the F&B community during Covid-19.
• Donation of $600,000 to British Asian Trust, Confederation of Indian Industry (CII), National Restaurant Association of India and Government-led relief efforts to mitigate the shortage of hospital equipment supporting Covid-19 relief during the second wave.
What is your understanding of ‘Growing for Good’, can you break it down for us?
Our vision of ‘Growing for Good’ guides us to demonstrate a commitment to social responsibility and sustainability by promoting ethical and environmental-friendly working practices and behaviours. It applies both to the company and to everyone within the company and relays that the bigger we are, the greater our positive impact can be.
As a business that heavily relies on natural resources to make products that delight consumers around the world, we believe it is our responsibility to give back and leave the planet in a better way than we found it. To further define this vision, our long-term sustainability strategy – Proof Positive sets bold targets for us. Resting on pillars of nature, community and consumer, it guides us to make actional change within a defined timeline that protects the planet, offers education and expanded choices to consumers and gives back to our society.
The Ready-to-Drink brand sales has grown 16% driven by performance in Japan, Australia and the US, any plans for that category?
The emergence of the RTD (Ready to drink) market in India is growing at a fast pace and is bringing a distinct change in drinking behaviour. RTDs are popular since they come in various flavours and variants that are low in alcoholic strength and suitable for the refreshment and light experience. We are understanding the consumer needs and bringing forth products in response to their evolving preferences and will continue to monitor this space to guide our future business decisions.
Beam Suntory recently announced that it is launching a first-of-its-kind pilot programme within the tequila industry to explore regenerative agricultural practices in the agave fields near its Casa Sauza operations in Jalisco, Mexico. The programme has the potential to reveal new opportunities to improve carbon capture and supports Beam Suntory’s Proof Positive sustainability agenda and commitment to achieving net zero emissions in direct operations by 2030.
In partnership with environmental professional services company Red BioTerra, the pilot programme will explore methods of maximising carbon capture in agave fields by introducing additional plants, which absorb carbon during the day, between rows of agave, which absorbs carbon at night to avoid water loss. If successful, this method is expected to neutralise 50% of Casa Sauza’s emissions by 2026, and 100% by 2030.
“This marks an exciting step toward more sustainably sourcing the highest quality agave for our renowned Casa Sauza tequila, ultimately benefitting the environment through the power of regenerative agriculture,” said Kim Marotta, Global Vice President of Environmental Sustainability, Beam Suntory. “We are proud to be working toward our sustainability commitments with cutting-edge initiatives across our entire family of brands.”
The pilot programme is the latest development in Casa Sauza’s long-held commitment to environmentally friendly practices. The tequila brand has one of the industry’s lowest water usage rates and is working toward further reducing water, energy and waste at its facilities through continuous production improvements and new technologies – including switching from fuel oil to natural gas. Casa Sauza is also part of the Charco Bendito Project, through which it supports the restoration and protection of a sub-basin of the Lerma–Santiago River and promotes reforestation, soil conservation and recharging the aquifer.
“Caring for the environment is a core value in our pursuit to produce the finest tequila,” said Servando Calderon, General Manager Tequila Operations, Casa Sauza. “We are proud to be kicking off this new pilot programme, which has the potential to capture more than 36,800 tons of carbon per year – leading to healthier soil, increased biodiversity and reduced soil erosion.”
Results from the pilot programme, which is inspired and supported by parent company Suntory Holdings’ Growing for Good initiative, are anticipated by the end of its first year of study, with the potential to extend for an additional seven years.
• UP alcohol industry to get a boost with investments worth ₹16,392 crores
• Radico investing ₹650 crores in Sitapur 400KL grain distillery
At the recent Global Investors Meet in Lucknow, organised by the Uttar Pradesh government, Radico Khaitan, the fourth largest Indian liquor manufacturer, said it was committing investments worth ₹900 crores in UP, including the ₹650 crores in the new Sitapur 400KL grain distillery with an annual bottling capacity of 20 million cases.
Making a presentation on the opportunities for the liquor industry in UP, the Chief Operating Officer of Radico Khaitan, Mr. Amar Sinha said that the UP alcohol industry would get further boost as investments worth ₹16,392 crores would be made by different players. Radico is a major player in UP, contributing 24% (about ₹7,000 crores) of the state’s Excise revenue. Radico has Asia’s largest manufacturing plant in Rampur with three distilleries (molasses, grain and malt), Malt maturation facility and bottling lines, having invested about ₹1,500 crores. The Rampur plant recently converted its existing 140 KLPD molasses distillery into Dual Feed with an investment of ₹250 crores.
The Sitapur plant would generate 1000 direct and 2,000 indirect employments and contribute nearly ₹1,000 crores annually to the excise exchequer. The plant would manufacture IMFL, country liquor, ENA and Ethanol.
Giving an overview about Radico Khaitan which started in 1943, Mr. Sinha said that as one of the largest spirits manufacturer it was expanding capacity from 160 million litres to 327 million litres. It was strategically limiting interstate taxes and transport costs, having five own and 28 contract bottling units spread across the country. It was consistently increasing Prestige & Above brand contribution to total IMFL volumes; 53% in value terms. The gross revenue for FY 2022 was ₹12,470 crores with an EBITDA of ₹402 crores.
Radico Khaitan’s 8 PM has been the fastest growing whisky globally in 2022, being the 9th largest whisky globally by volume. Similarly, Magic Moments is the 12th largest vodka; Contessa, the 8th largest rum and Old Admiral, the 3rd largest brandy, all globally by volume.
UP volumes grown by 2.6 times
Mr. Sinha said with a progressive policy approach by the UP government, industry volumes had a compounded annual growth rate (CAGR) of 17% for Indian Made Liquor (IML) and 13% for Indian Made Foreign Liquor (IMFL). “Ever since the formation of the new government and policy, industry volumes have grown 2.6 times and we expect it to double in five years.” In 2016-17, UP distillery volume was 348.4 lakh cases of IML and 112.9 lakh cases of IMFL and the estimates for 2022-23 is 903.8 lakh cases of IML and 231.3 lakh cases of IMFL.
Highest excise revenue grosser
Citing figures, he said the excise duty collection had increased from ₹17,320 crores in 2017 to ₹40,400 crores in 2022-23 (estimated). Karnataka is a distant second at ₹24,580 crores. The UP revenue target for 2023-24 is ₹45,000 crores, having potential to touch ₹100,000 crores in five years.
To sustain this industry growth, an investment of ₹10,000 Cr has been made including an investment of ₹2,500 Cr in setting up grain capacity for potable liquor; molasses distilleries – ₹2,100 crores; bottling lines for country liquor ₹400 crores; present investment in IMFL (including ancillary industries) – ₹5,000 crores.
Mr. Sinha mentioned that UP was witnessing substantial flow of investments in the distillery sector with the Excise department having already got letters of intent worth ₹1,400 crores and signing 17 MoUs for setting up industries based on distillery, brewing and alcohol products. The state government has issued a mandate regarding approval of distilleries from different feeds such as molasses, grains, potatoes etc. and also eased rules for establishment of microbrewery in hotel bars. With a view to promote horticulture in the state, the government has exempted tax for five years for making fruit wine.
Simplified licensing process
The simplified licensing process, he said, was exemplary which many other states want to emulate. The ease of interaction with excise department has been transformational and like never experienced before in UP. Licenses are granted online in a timebound manner within 30 days after verification of all required KYC documents. The application is made online to the Commissioner of Excise through the concerned District Magistrate who then forwards his consent to Additional Chief Secretary (Excise & Sugar) and delivery of license is sent on WhatsApp besides online delivery. This process is applicable for all verticals like liquor, beer, winery, import and export permits.
Mr. Sinha mentioned that post 2017 (when Yogi Adityanath became the Chief Minister), the free market policy has been a game-changer. The government introduced a progressive excise policy, eliminated monopolistic nature of business and freed market at all levels of channels of distribution, starting from manufacturing to retail. While the consumer has a choice of brands, the industry has started expanding with a new level of confidence and exuberance.
Ethanol opportunity in UP
Delving on the ethanol opportunity in UP, Mr. Sinha said with ethanol blending target of 20% by 2025-26, there is a big opportunity for investment in grain distilleries for potable liquor and ethanol production. Giving an industry overview, he said the production of ethanol for blending with petrol was introduced in India in 2006-07 under the Ethanol Blending Programme (EBP). The initial target was blending of 5% ethanol with petrol by 2016-17 which got scaled to 10% by 2021-22 and revised to 20% by 2025-26. A 100 KLPD distillery would cost ₹120-130 crores (excluding land cost).
Ethanol production in August 2022 reached 327 crore litres and achieved blending ratio of 10.1% with UP contributed about 99 crore litres. The target is 1,016 crore litres by 2025 with sugar / molasses contributing 684 crore litres and grain 332 crore litres. Approximately 800-1000 crore litres of additional grain-based alcohol capacities are required by 2025 to meet the demand for 20% EBP and potable alcohol industry, thus opening up immense opportunities for grain distilleries in UP. The current India projects is 386 (molasses 263 and grain 123) and the capacity is 948 crore litres (molasses 619 and grain 329). The total UP projects is 85 (molasses 81 and grain 4) and the capacity is 209 crore litres (molasses 205 and grain 4).
Central Government initiatives
The Central Government has taken several initiatives for EBP and they include – Additional differential excise duty of ₹2 per litre on unblended fuel from October 2022; Financial assistance in the form of interest subvention @ 6% per annum or 50% of the rate of interest, whichever is lower for five years including one-year moratorium; Fixing remunerative prices of ethanol produced from different feed-stocks for the supply of ethanol to Oil Marketing Companies (OMCs); Reduced GST on ethanol meant for EBP programme from 18% to 5%; FCI rice and maize also allowed as feedstock; Environmental Clearance procedures simplified by the Ministry of Environment; Enhancement of storage capacities to store ethanol started by OMCs; Use of automotive fuel E12 (12% ethanol with 88% petrol) and E15 notified; Flexi-fuel engine and components (capable of running up to E85 fuel) included under PLI scheme; and Amendments to the National Policy on Biofuels to make India energy independent by 2047. The total requirement for 20% blending and other uses is 1,750 crore litres of alcohol (650 crore litres from sugar sector and 1,100 crore litres from grain-based distilleries) by 2025.
Liquor consumption to rise manifold in India in 5 years
Mr. Sinha said liquor consumption in India is set to rise manifold in the next 5-years and cited Boston Consulting Group (BCG) report which mentions increase 3.5 times from ₹31 trillion (3.1 Lakh Crore) to ₹110 trillion (110 Lakh Crore) over the decade ending 2018 of domestic liquor consumption. The report estimates consumption in India to touch ₹335 trillion (335 Lakh Crore) by 2028, exhibiting a CAGR of 13.2%, from its 2018 level.
UP is the second largest producer of sugarcane in India with molasses as the by-product for the alcohol industry. With 23.1 lakh hectares under cultivation, the state advisory price is above the fair and remunerative price of the centre. It is pegged at ₹340 per quintal as against ₹280-310 in South. The output value of sugarcane grew 43.9% from ₹24,860 crore to ₹35,770 crore over the decade ending 2022.
UP driven to achieve $1 trillion economy
Giving an overall view of the UP economy, he said the government is driven to achieve $1 trillion economy goal by 2027. The state scored high on Law & Order; Infrastructure & Connectivity; Power; Work Force; Raw material; and lesser political intervention. UP’s contribution to Indian economy as GSDP India: 100, UP 8; GSDP growth rate: 11.5 %, UP 8.43%; Per capita GSDP (US$) – India: 2,092 | Uttar Pradesh: 1,016; Cumulative FDI inflow (from Oct 2019-Jun 2022) (US$ million) – India: 158,879 | Uttar Pradesh: 995.
Mr. Sinha cited that the Chief Minister’s vision was laudable and that according to the Mood of the Nation survey, conducted by India Today & C Voters, 39.1% of respondents consider CM Yogi Adityanath as the best performing chief minister in the country. The survey was conducted in 30 states, thus making a case for UP as the best investment destination.
Join Anmol Gill, Nita Kapoor, Aditi Chauhan Mukherji and Varna Bhat in a captivating panel discussion on “How Women are Disrupting the Alcobev Industry” at INDSPIRIT 2023. The session was moderated by Dr. Arpita Mukherjee, this insightful conversation explores the influential role of women in shaping and empowering the alcobev industry. Gain valuable insights, discover inspiring stories, and be part of the conversation. Watch now! This session was powered by ISWAI (The International Spirits & Wines Association of India)
In the Panel (L-R): – Anmol Gill, Head of Customer Marketing, Bacardi India & Neighboring Countries – Varna Bhat, CEO, Blisswater Industries Ltd. – Dr. Arpita Mukherjee (Moderator) (Member of Indian Council for Research on International Economic Relations (ICRIER) – Aditi Chauhan Mukherji, National Head, Defence Sales (CSD&CPC), ABD Ltd. – Nita Kapoor, CEO, ISWAI
