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Methanol in wine

Greg Hodson1, Eric Wilkes2, Sara Azevedo1 and Tony Battaglene1

1 – FIVS, 18 rue d’Aguesseau, 75008 Paris, France

2 – Australian Wine Research Institute, Hartley Grove, Urrbrae SA 5064, Australia

Abstract

This paper examines the origins of methanol in grape wine and the quantities typically found in it, as well as in other foods such as unpasteurised fruit juices. The toxicology of methanol and the associated regulatory limits established by competent authorities in various parts of the world are also considered. It is concluded that such limits are not driven by public health considerations and thus authorities are requested to consider the need for methanol analyses to be performed and reported on certificates of analysis as a condition of market entry for wine. Where methanol limits are still deemed to be necessary to achieve policy objectives, authorities are encouraged to establish them in the light of the levels of methanol typically found in grape wines produced by the full array of internationally permitted winemaking practices, and to consider harmonising their limits with those that have already been established by other governments or recommended by appropriate intergovernmental organisations.

This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0 (http://creativecommons.org/licenses/by/4.0/).

Introduction

The origin and significance of methanol in wine, and the associated establishment of regulatory limits for its presence there, are causes of much confusion and misunderstanding in international trade. This paper, produced by the FIVS Scientific and Technical Committee, reviews the topic in some detail, providing reference materials to assist with further study. It concludes that the levels of methanol commonly found in grape wines are broadly similar to those that may be found in many freshly squeezed and unpasteurised fruit juices if they are stored for a period of time after squeezing. It is further demonstrated, from a comparison of regulatory limits for methanol in wine with food safety risk assessments that have been conducted by reputable bodies, that the limits themselves do not serve any real food safety purpose. This is because many litres of wine per day or even per hour would need to be consumed (even if the product contained the highest content of methanol permissible in regulations) to even approach intake levels of any known toxicological concern [1].

2. Chemical properties and other information for methanol

Methanol is chemically characterized as follows [2]:

2.1. Chemical Formula, Synonyms, CAS Registry number

Chemical formula: CH3OH

Synonyms: Methyl alcohol, Carbinol, Wood alcohol

CAS Registry Number: 67-56-1.

2.2. Physico-chemical properties

Physical appearance: Methanol is a colourless liquid with characteristic odour.

Melting Point: –98 °C

Boiling Point: 65 °C

Solubility in water: Miscible.

3. Origin of Methanol in wine

3.1. Action of pectinase enzymes

3.1.1. Action of endogenous pectinase enzymes on pectin in grapes

Methanol is produced before and during alcoholic fermentation from the hydrolysis of pectins by pectinase enzymes (such as pectin methylesterase) which are naturally present in the fruit. More methanol is produced when must is fermented on grape skins; hence there is generally more in red wines than in rosé or white wines (see Sect. 4 below).

3.1.2. Use of exogenous pectinase enzymes in winemaking

Exogenous pectinase enzymes are permitted for use in winemaking (generally as clarifying agents) in at least the following countries: Australia, Canada, the 28 Member States of the European Union, Japan, the Republic of Georgia, New Zealand, South Africa, and the United States. Their use is also deemed to be an acceptable winemaking practice by the International Organisation for Vine and Wine (OIV) [3]. As with the activity of pectinases naturally present in grapes, the use of exogenous pectinases as a winemaking practice will have the effect of increasing the levels of methanol in the resulting wine.

3.2. Treatment of wine with Dimethyldicarbonate

Dimethyldicarbonate (DMDC) is an effective pre-bottling sterilant, accepted for use in winemaking in Argentina, Australia, Cambodia, Canada, Chile, the 28 Member States of the European Union, the Republic of Georgia, Hong Kong China, Myanmar, New Zealand, Russia, Singapore, South Africa, Thailand, Turkey and the United States, whose use is generally limited in international regulations and recommendations to a maximum treatment of 200 mg/L of wine [4]. For other alcoholic beverages and mixtures of alcoholic and other beverages with an alcoholic strength by volume of less than 15%, the limit on usage is often set at 250 mg/L. The use of DMDC can be important in stabilizing lower alcohol products from additional fermentation in the bottle, and also allows a reduction in the quantity of sulphur dioxide that is used where the oxygen in wine is kept below 1 mg/L. DMDC breaks down rapidly in wine, producing carbon dioxide and leaving methanol at very low levels not harmful to health and other innocuous products in the wine. Methanol at a level of about 100 mg/L is created in wine from a DMDC treatment at the typical maximum treatment level of 200 mg/L [5].

4. Typical levels of methanol in wine

It was noted above that the presence of low levels of methanol in wine is expected due to the action of pectinase enzymes that are naturally present in the grapes. A study of the literature indicates the following information concerning the typical levels of methanol that may be found in wine (these levels generally do not account for any additional amount that may result from a DMDC treatment):

• Red wines will tend to contain more methanol (between 120 and 250 mg/L of the total wine volume) than white wines (between 40 and 120 mg/L of the total wine volume), because of the longer exposure to grape skins during the fermentation [6].

• Wines made from grapes that have been exposed to Botrytis cinerea (e.g. late harvest wines, such as Sauternes or Tokay) also have higher methanol levels than standard grape wines (as much as 364 mg/L of the total wine volume) [7].

• Wines made from non Vitis vinifera grapes tend to contain more methanol than wine from pure Vitis vinifera [8].

4.1. Case study: Typical levels of methanol in Australian wine

A recent survey looked at 150 wines from across Australia to determine typical levels of methanol in commercial wine [9]. The sample set consisted of 90 red and 60 white wines from multiple varieties and vintages. All wines were analysed using a GC-FID in the Australian Wine Research Institute’s ISO 17025 accredited laboratory. No evidence of DMDC treatment (a source of methanol) was found for any of the wines tested.

Typical ranges for methanol found in Australian wines were; 60–280 mg/L in reds (mean 170 mg/L) and 40–120 mg/L in whites (mean 58 mg/L). All wines tested had some methanol content. The main driver for higher methanol levels appeared to be skin contact during processing. Variety or vintage had no significant impact.

4.1.1. Typical values

Results for red and white wines were significantly different. Red wines typically contained higher levels of methanol across a larger range of content, reflecting greater variation in skin contact times. All wines were found to be within Australian and OIV guidelines (Fig. 1).

4.1.2. Impact of variety

No significant differences of methanol content were found based on grape variety. The only difference found was between red and white wines, reflecting the differences in processing for the different wine styles (Fig. 2). 4.1.3. Impact of vintage

4.1.3. Impact of vintage

No significant impact of year of production on the methanol concentration was found (Fig. 3).

Ironhill builds largest microbrewery in the world

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Ironhill India in Bangalore is located in the IT hub near Marathahalli and is spread across a lavish 1.3 lac sq. ft. making it the largest microbrewery in the world. With installation art at every corner and an ambience to match, the new outlet will serve eight varieties of original craft beer. The space can accommodate more than 1800+ people at a time and makes a perfect venue for events, exhibitions and a night out as well that can be taken up with social distancing. Since the Bangalore launch the brand has established footprints with a swanky new outlet in Nellore and Rajahmundry as well. Teja Chekuri, Managing Partner, Ironhill India gives more details.

How did Ironhill India begin its journey?

Ironhill, the wonderland of breweries started its journey in 2017 at Vizag. We wanted to be the place for people from all walks of life to chill at, with our range of brews and hip ambiance. This was followed by Vijayawada, Hyderabad, Nellore, Rajahmundry and Bengaluru, with Ironhill Bengaluru being the largest microbrewery in the world. All Ironhill outlets have something unique about them that makes them stand out.

We are also, the biggest microbrewery chain in the country with a total of seven most happening microbreweries across Southern India and gearing up to other parts of the country.

Our aim from the beginning has been simple, to give our patrons a taste of the brewtiful life, with expansive spaces, galvanising ambiance, trippy music, bespoke food menu, and tasty brews to quench the thirst for magical experiences. We cater to everyone, from beer connoisseurs to newbies, regulars to one-offs, colleagues to friends, and we are just getting started!

How different are the challenges managing outlets in the US and those in India?

From a holistic perspective, it is about running all our outlets efficiently and professionally and, in that sense, there is not much of a difference. Where the difference does arise though, is in the culture, the rules and regulations, and the needs of our patron. However, we have learned and dealt with those differences with the aim of providing the best hospitality experience across the board.

Any reason for beginning your journey in the South of India?

Being from this part of the country, we saw the massive scope, the relatively uncrowded hospitality scene, and of course, the lack of awareness about, as well as presence of good microbreweries. So, we entered the microbrewery scene in the South with the sole aim of catering to the local demographic present here and introducing world-class craft beers and indeed a world-class hospitality experience to our patron. With the burgeoning demographic that sought magical experiences, it made complete sense for us to open our microbrewery in the south.

How different are your retail outlets from the competition?

We are all about the beer and food, however, that isn’t to say that our cocktails are far behind. We provide a holistic experience, with larger-than-life spaces, a majestic ambiance, music across genres, an extensive food menu that takes influences from local as well as world cuisine, you name it, and we have. We are all about crafting experiences that are as magical and as perfect as they come.

What is your game plan for India?

Now that we have a solid footing in the southern part of India, we are looking at aggressively expanding and establishing a pan India presence in the next three to five years.

What is the scope for expansion of your craft beer outlets?

We are in expansion mode, and you will hear about us soon from all parts of the country.

What was the impact of Covid on your business?

Undeniably, Covid put a spanner in the works and caused us losses. However, we have a very proactive team and that meant when normalcy was restored, we got back to business on a war footing. Having gone through the tough times relatively unscathed, we are now absolutely gung-ho about the future prospects, as of now business is brisk and we are hitting numbers that are even better than pre-pandemic times.

What kind of styles of beer do you offer at your outlets?

We believe in innovation and experimentation, and hence we launch new brews ever so often. There are staple brews of course like the Wheat Beers, Blonde Ales, Cider, etc, but we also have new beers every month based on the season, like the Mango Ale, Mango Saison, Kiwi Cider, Coco Brown Ale, to name a few.

What kind of food menu do you offer at your outlets?

We have a healthy mix of grub-inspired by local cuisine as well as world cuisine. We have ensured that we have an extensive menu, and we cater to the palates of people from varied backgrounds, so, it would be fair to say, that we have it all.

How important is location for your outlets?

Location is a prerequisite to running a successful business. Space, high footfalls, demographic, spending power, presence of competition, and many such factors are taken into account before deciding on the location of our outlets.

Indri Indian Single Malt Review

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Indri Single Malt comes from the house of Piccadilly Distilleries who also jointly brought us the Kamet Whisky. But Indri is now independently brought to you from the house of piccadilly and what makes this single malt special is that recently it won the top honours catapulting its demand amongst the favourites for consumers. So let’s taste and see how it is and if you like viewing video review then click above and enjoy watching the experience instead of reading it.

The price of this whisky is Rs. 5,100 in Maharashtra and it is much cheaper in some of the other States like Haryana, Goa, UP, Delhi and Bangalore at Rs. 3,100.

What’s in the Name?

Now you might be thinking what’s in this name Indri? It is very unique and different from what we have seen? So the name of the malt is based on Indriya, which are the five golden senses of our body like the smell, taste, touch, sight and sound and also on the name of the distillery based in Indri, Haryana.

Now there is another important thing about this malt, which is the word Trini – which denotes the word three, meaning 3 woods that have been used to mature this malt. Now what’s interesting is that the Kamet whisky was also matured using the same woods. These include ex- bourbon, ex-wine, and PX sherry casks and as we know these add a unique flavour to that blend. And like Kamet this also comes from Piccadily’s Distillery based in Kurukshetra. Indri has been developed by two people, a Master Blender, Surrinder Kumar and a Master Distiller, Graeme Bowie, who was also one of our judges at the Ambrosia Awards this year. They both come from a rich experience and combined they have the capability of blowing your senses away.

Now this malt is made from six-row barley and then distilled in an onion head pot still and then maturing it in 3 casks that adds a unique flavour to the blend.

Packaging

But before we taste it let’s take a look at the packaging and at first look although this is a 750ml bottle it really looks tall and makes you feel like a 1 ltr bottle. The colours are nice soothing beige with a slight gold on the outside with the words Product of India beaming loud and clear. You do have the signature of the blenders as well alongwith all the necessary info.

On the inside it is you have the label and also the packaging material and colour that looks familiar like the Kamet whisky. What we liked is also that there is a QR code that takes you to the dedicated Indri Page. I wish more manufacturers would do this so that the consumer can get more info on the product.

Nosing

Now let’s get to the nosing and at the first instance you get a little bit of those spices, some sweet notes, surely some wood as well. The spirit does seem refined and also doesn’t really hit you hard, which is always a good thing.

Tasting

The spirit does feel really smooth and relaxed. There is a hint of that nutty, caramelly flavour with a little spice. You do get sweet savoury fruit as well which is nice and balanced. Not something that is over powering or over bearing.

Kamet Whisky Tasting

Since we also tasted Kamet Whisky recently, we did a quick taste of that as well to see the difference honestly. Now you do get a nice flavour profile and also those notes of the sweetness, spiciness.

Conclusion

Indri is nice and you can get the sense of the consistency as well from these, which means that there is a method that has been followed while making these malts. And finally what do we think about Indri? It is really good. It is balanced, nice, smooth and also consistent in delivering the taste it does, which naturally explains why it won the accolades. Is it worth Rs. 5,100 in Maharashtra. Not really, especially since you can get it for Rs. 3,100 at other places. So if you can get your hands on this outside of Maharashtra then surely it is something that you should taste because there is something there that will surely satisfy your taste buds.

Barents Whisky Review

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Barents whisky comes from Rock and Storm Distilleries and the reason for its name is that it is dedicated to famed Dutch Arctic explorer of the 16th century, Williem Barentsz, who searched the Northeast Passage From Europe To Asia. And Yes it is Williem and not William. Now this is available in few States currently like Delhi for a price of this is Rs. 840. It is also available in Uttrakhand, Punjab, Jammu and Telangana and will soon be available in Goa, Himachal Pradesh, Chandigarh and CSD stores as well. There is a specific reason why this was made in this article we will decode that. And incase if you like viewing video reviews then click above and check that out as well.

So this is a small-batched distilled whisky that was made with an inspiration as a premium whisky. Now of course this is very competitively priced and it competes with the likes of Blenders, 8 PM and so on in the premium Indian whisky market. Infact the idea behind this whisky was to benchmark its packaging and give the feel to the consumer which is on the lines of popular scotches and single malts. And to achieve this the makers followed Williem Barents discovery voyage and his enthusiasm and zeal that led to the creation of this blend.

Now of course targeting products into the premium market has become the go to thing for most makers as the Indian consumer is now looking for better experiences. Infact the premium market segment has expanded rapidly and is growing faster than any other segments of the beverage industry.

Nosing

In terms of nosing you have the aroma of sweet spices with a hint of that floral hit. It is also smoky, you surely getting that peat.

Tasting

In terms of tasting you get that Nutty and Toffee flavour, that slight fruity punch also hits you in the middle and it ends with a smoky aroma. The finish is very smooth and you can understand that it is being made with good malts.

Conclusion

So how do we find the Barrents whisky? Honestly for a price of Rs. 880 we think it is able to give you a decent experience. But we love the fact that they have been ambitious and looked at possibilities to do new or different things. So if you are a regular at using products in this price bracket or category then we think there is enough here to atleast taste this product.

Single Reserva Whisky Review

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Single Reserva Whisky is made by India Glycols and this is the company’s first product in the semi-premium whisky market. They have another product in the vodka category called Amazing Vodka (which you can view by clicking on the link) as well which comes in different flavours as well. And if you enjoy watching video reviews then you can click above and watch the video review.

So this whisky is priced around Rs. 600 in Chandigarh and currently it is available in UP , Delhi , Uttrakhand and Chandigarh. It will soon be available in other states like Rajasthan, Punjab, HP and Mumbai and of couse the prices are expected to be higher at that point. This whisky positions itself in the popular/semi-premium category between Blenders Pride and Royal Stag, both of which are very popular Millionaire brands. Which means that Single Reserva has its task cut out for itself right from its launch phase.

But if you are thinking that India Glycols is a new company who might not know much about the industry, then you would be wrong. Infact chemicals are the primary cornerstone of India Glycols Ltd business and as we know that ENA, Sugar, Chemicals, all of these are by-product that lead to liquor, which means it was only natural that at some point the company would foray into this business. And the company is a massive player in the country liquor market with its popular brand ‘Bunty and Bubbly’, which sells a whopping 1.32 lakh cases a month. We have done a full length interview with the team when these products were launched, so do check that out as well.

So this whisky is manufactured at two different plants, one is at IGLs Kashipur plant which caters to all the States and the other is at their Gorakhpur plant that caters only to the UP market.

When it comes to the Single Reserva Whisky, the new concept of blending has been made with the help and research of none-other than the legendary Peter J Warren and you can see his signature as well on the bottle as well. And if you don’t know this name, then Warren is credited with creating some of the malts that go into creating some of the world’s highest selling whisky’s like Johnnie Walker and J&B. But the actual blend of the whisky is made my Surrinder Kumar, who is already a known name in the industry in India.

Packaging

If we talk about the packaging then a lot of thought has gone into this and I think the brand is trying to provide a premium experience to the consumer at a semi-premium price bracket. The bottle is well designed and looks great. Deep drawn long caps, typical Single Malt bottle design and excellent colour scheme of labels. Brilliant branding on Labels and Exotic Canister packing.

Tasting Notes

In terms of the tasting you surely get that peaty and smoky Malt notes. Like a lot of the Indian Malts that we have tasted recently you get that nutty and honey, sweet notes as well.

Conclusion

So what do we think about the Single Reserva Whisky? Well for a price tag of Rs. 600 in Chandigarh, it does provide you with enough to come back to that bottle again. There is some amount of mystery to it for you to enjoy. So does it serve the objective of India Glycols of providing a premium experience in a semi-premium price bracket? We think it does.

Sterling Reserve B10 Whisky Review

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Sterling Reserve B10 whisky is made by ABD, which is Allied Blenders and Distilleries, the largest manufacturer of IMFL spirit by volume. The whisky is priced at Rs. 1,350 in Maharashtra and it is available almost Pan India. The reason why this whisky is called ‘B10’ is because it is supposed to give the experience of 10 different flavours to the consumer. If you are more of a video person then you can check out the video review on top as well.

Before we start talking about Sterling Reserve let’s take a look at ABD. So ABD is a very renowned name in the industry and has been in the market for decades now. One of their best- known millionaire brands is Officers Choice, which also is a category leader in that segment. For ones who don’t know what a millionaire brand is, millionaire brand means that it sells more than a million cases in a year, which isn’t an easy feat to achieve.

Now what is interesting is that this is also a millionaire brand which means it automatically puts pressure on it to taste good. This whisky is placed in the same segment as Blenders Pride and Antiquity Blue. So basically, this is positioned in a category where you have some of the best premium and highest selling Indian whisky’s honestly. This whisky comes in two variants, B7 which is positioned in the popular category and of course this, which is the B10. If we talk about the blend of this whisky, then there isn’t much clarity about the age of the malts that have been used in this. But this uses imported Scotch malts, which means malts that have aged at least 3-year’s have been used. This is combined with the Indian grain spirits with the Scotch Malts used from different barrel origin including bespoke bourbon oak casks. Naturally there is neutral spirits that are used as well in this since it has Indian grain spirits as well. Now this whisky is also chill-filtered, which means it won’t change colour when you add ice or water to it.

Packaging

If we talk about the packaging of the brand, then it is very clear that ABD wanted to create an impact since it is a tough market and they have spent a considerable time on this packaging as well. In comparison with blenders and antiquity it is the only brand that comes in a canister, which shows how serious they are about this category. In terms of packaging, it gives you a feel of the premiumness like others as well. They’ve gone with the deep Purple as the base colour and I think it could be coz they want to stand out on the shelf and they’ve managed to achieve that as well to some extent. In terms of the bottle as well it is nice and reminiscent of Indian whisky bottles.

Nosing

In terms of the nosing you get some honeyed sweetness, nuttiness of the barley and a fruity and heathery nose.

Tasting

The ABV is 42.8% and it gives you that punch as you taste it. The flavours of oak are clear and also a sweet flavour also comes from the whisky. Although it feels like honey but it is more of vanilla. There is a fruit as well which I think it berries. The finish is meduim-longish and honestly it is difficult to identify 10 flavours honestly but the whisky does seem smooth.

Conclusion

So what do we think about the Sterling Reserve B10 whisky? For a price of Rs. 1,350 in Maharashtra it is already a very popular brand. It gives you that mix of nice flavours, smooth refines for the price and you really can understand why the people who have this brand swear by it and won’t touch anything else. It is not something that you can have on the rocks naturally like most of the whisky’s in this segment. But with water or a mixer of your choice is suited. Maybe you can try it next when you are going to have any whisky’s in this segment and let us know how it is in the comments.

ABD India wins ‘Distiller of the Year’ at Icons of Whisky India 2022

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Allied Blenders and Distillers (ABD), maker of iconic products like Officer’s Choice Whisky and Sterling Reserve, won the ‘Distiller of the Year’ high commendation at the Icons of Whisky India 2022.

Instituted by the London publication Whisky Magazine, Icons of Whisky celebrates the people, places and products that make exceptional contributions to the dynamic whisky ecosystem.

Speaking on the occasion, Shekhar Ramamurthy, Executive Deputy Chairman, ABD stated, “It is a great honour for ABD to be recognised by the industry. We have always kept the consumer central to our brands and have phenomenal success in Officer’s Choice, the 3rd largest whisky brand globally, and more recently, Sterling Reserve which is amongst the fastest growing worldwide.”

Neha Gupta Launches Second Restaurant – Nineteen78

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Architect, Interior Designer, Restaurateur, and Founder of Beyond Designs Bistro, Neha Gupta has launched a second restaurant. The new culinary offering is titled, Nineteen78, hinting at the classical influence of the cuisine on offer.

Propelled by the success of Beyond Designs Bistro, Neha takes assured steps to expand her culinary brand. The new restaurant is located at the popular Select CITYWALK, New Delhi.

Having mastered the art of offering a carefully crafted couture experience with the Bistro, she has now launched a prêt affair with Nineteen78. From a relaxed and elegant dining affair at the Bistro that is every bit cherishable, her patrons now have a chance to grab an equally memorable meal at the new restaurant.

The 48-seater multi-cuisine restaurant presents a delectable mix of European, Asian and Coastal cuisines from Vietnam and Sri Lanka. The menu sees the trained chefs revisiting certain classic dishes while also serving up some modern experimental fare. From Caesar and Fattoush salads with a twist to Chicken in spinach sauce with Orzo salad and grilled vegetables; from Sweet and spicy Hong Kong ginger fish to Caramelized dry Vietnamese chicken, and prawn linguini, Sliced lamb in hoisin sauce, there are several finger-licking options to choose from. Raspberry pie with vanilla ice cream, apple crumble & ice cream Chocolate devil cake, and many more make up the dessert menu. The restaurant also has a bar attached, offering a complete dining experience.

There is also an extensive breakfast menu with healthy as well as indulgent selections. The interiors designed by Neha and her husband Sachin Gupta of Beyond Designs, are a youthful mélange of contemporary styles. The boutique vibe of the restaurant is accentuated with colourful and quirky art and a fun bunch of lights made of steel and fiber. The marble tables with metal cast bases are paired with retro-style wooden chairs and sofa seating.

While embracing a contemporary sensibility, the restaurant and the gastronomic experience it offers retain a vintage soul.

Amazing Vodka Review

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The Vodka market in India hasn’t been experiencing high level of growth for few years now. But while the regular Vodka category has witnessed a flat line, the flavours category has been witnessing good growth in the industry and nearly accounts for 60% of the overall vodka sales. Precisely the reason why you see manufacturers offering flavours of their vodka. So it is only natural that when India Glycols must’ve chosen to launch their vodka, it would be in two flavours, Green Apple and Orange.

If you remember then recently, we reviewed the Single Reserva Whisky which was also from India Glycols. The price of this product is Rs. 750 in UP is also available in Uttarakhand, Chandigarh and Rajasthan. There are also plans to take it National this year. With its price this Vodka is in the same category as some of the highest selling brands like Magic Moments and similar to Single Reserva, this vodka is also made at the company’s Kashipur and Gorakhpur plants.

Now Amazing Premium Vodka has been developed with the help of Raju Vaziraney who has been in the industry for many years and has helped in developing a lot of brands. This is a Grain-based Vodka which is infused with imported enhancers that have been brought from Germany. As you might knoe that enhancers are added flavours that provide the spirit with a premium feel. This is common in the industry and the flavoured vodka market. But since these are imported from Germany, it also is the distinguishing factor for this vodka as compared to the other vodkas made in India. The vodka is also 5-times filtered to make it smooth.

Packaging

Vodka packaging is always more bolder since it needs to be attractive to appeal to the youth and women. Amazing Vodka comes packed in a frosted bottle with four colour printing and the bottle features an illustration of Mermaid suggestive of fantasy. What’s also clear is the flavour with the green colour for the label and the caps. We like the printing on the bottle, it feels premium and nice and also that the word amazing is embossed on the bottle.

Nosing

In terms of nosing you get the subtle green apple flavour, which isn’t very overbearing. With a 37.5% ABV the vodka isn’t exactly very strong. But the filtration process ensures that you can nose that the spirit is refined and smooth. The aroma is also very distinctive and crispy.

Tasting

With the first sip itself you can get the flavour. The spirit is smooth and it feels premium, especially since they’ve used imported enhancers. The finish is medium-longish and there isn’t any afterburn as it trickles down. There is a slight hint of peppery note in the taste to give some spice to it. But again, it isn’t overbearing.
We also added a mixer to it to allow the vodka to open up a little and see what it does. Once added it makes the spirit even more milder, so may be as a tip: don’t add too much of the mixer when you choose to drink it.

Conclusion

So what is it that we think about the Amazing Premium Vodka. For a price of Rs. 750 for a bottle it is clear that it is targeted to users that are looking for good value for money. And of course you do have popular brands in that category already. When mixed with something that you like as you usually consume vodkas then you might feel really at home when it comes to this vodka. But our suggestion would be to not mix it with something very sweet since green apple flavour already has a hint of sweetness. But all in all, it has everything that you want from a vodka at this price point and it surely is worth a try.

Radico Khaitan goes from Local to Global

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It has been a long successful journey for Radico Khaitan which first produced supplied extra neutral alcohol ENA to production of their 15 brands, to creating five millionaire brands, operating 28 bottling units, going the premiumisation route, and creating world class brands in the luxury brands category. Dr. Lalit Khaitan looks back in retrospect at the journey and is confident that his son Abhishek Khaitan, who has worked alongside him will take the company to greater heights.

What effort does it take to make a company like Radico Khaitan? Can you share some insights into that?

Establishing a business from scratch requires perseverance and a clear vision. Nothing can be achieved within a few years. When my father, Mr GN Khaitan, bought the loss-making Rampur Distillery in 1972, we produced extra neutral alcohol (ENA) and supplied bulk alcohol for several liquor companies. We started production of our brands in 1999, and now have over 15 brands including five millionaire brands, and operate 28 bottling units across the country. The mantra for success is quite simple: understanding of market or segment, the audience’s taste, and taking decisions to narrow down market gaps.

What are the three key turning points that you attribute to the success of making Radico the biggest IMFL company today?

First turning point was when turned from a bottler to creating our own brands with – The launch and success of 8 PM whisky is the turning point as we started the branded IMFL business with it. We sold a record one million cases of 8 PM in the first year of its inception, a record that is yet to be broken by any other brand in India; in fact, it made it to the ‘Limca Book of Records 2001’ for the achievement. We utilised the best marketing brains and tools to popularise the product; even the commercials for the product won many accolades at that time.

Second was when we started premiumisation – with the launch of Magic Moments Vodka in 2006, followed by six versions under the brand Magic Moments Remix within two years of its release also helped us gain a strong footing in the industry. The brand established itself as the industry’s undisputed leader and category driver by capturing more than half of the category’s market share. Our decision to enter the vodka business paid off as Magic Moments rose to become the world’s seventh-largest vodka brand. I would also like to talk about the decision to go premium in 2009 with the launch of Morpheus XO Brandy as the game-changer for us and a successful PAN India brand.

Third was when we entered into Luxury segment -Then the launch of Jaisalmer Indian Craft Gin and Rampur Indian Single malt in 2018, not only mesmerised the Indian consumers, but brought a delightful experience to the connoisseurs’ world by endorsing Indian brands in the international markets. We have successfully built our brand equity in international markets and currently export products to over 85 countries.

Looking back do you feel that there are some things that you would’ve liked to do differently than today?

The way things have turned out for us, I would not change a single thing. The Branded story of Radico, which we started with in year 2006 is a perfect example of growth and scaling up.

A success of the company is directly attributed to its leaders. But how important is it to have the right team and processes in place to achieve that success?

If the team doesn’t resonate well with the vision and the mission set by the management, the whole idea of an efficient leader can fall apart. No success is assured without having employees who are focussed on accomplishing the unified business objective. In my view, anybody can copy machines, but it is manpower who makes all the difference in success and not so success.

What do you think Radico took such a long time to diversify into premium brands?

As I have always maintained, the decision to enhance the brand portfolio has to be taken after taking stock of the overall market dynamics. We entered the premium category in 2006 and that was the time when the liquor market was witnessing a shift from just social acceptance to the development of a society that enjoys drinks. The success of our premium brands attests to the right timing. Besides market leaders including Magic Moments Vodka with over 60% of the market share and Morpheus XO Brandy which has a market share of over 60% in the premium brandy segment- 1965 Rum has achieved a 10% market share in defence, Magic Moments Verve has achieved a 20% market share amongst all premium vodka brands and Rampur Indian Single Malt and Jaisalmer Indian Craft Gin are a rage not only in India but world over. This testament is proof of our timings being right and the strategy being robust.

In the last two years, the company has been churning out some great products in the gin and whisky category like Jaisalmer and Rampur? Moving forward do we expect to see more products like those?

Product innovation is of the utmost importance for us. Our latest offerings including Royal Ranthambore Heritage Collection Whisky and Magic Moments Dazzle have been yielding encouraging responses. We are also working on scaling up the existing brands like Rampur Indian Single Malt, Jaisalmer Indian Craft Gin, 1965 Spirit Of Victory Rum, Morpheus Brandy, and 8 PM Premium Black Whisky. Going forward, you will see a host of products in the premium range from the House of Radico Khaitan.

With its premium products, Radico is focussing a lot on exports as well. But slowly these products are now available in India as well. What was the reason why this strategy was adopted? Was it to replicate the success that some of the other manufacturers have achieved using this route?

We had this strategy for two of our luxury products Rampur Indian Single Malt and Jaisalmer Indian Craft Gin and it worked wonders for us. Both the products are a rage world over. The primary reason was that the single malt and the craft gin categories were already established abroad. In India, these categories are now emerging. Hence, we launched the product first in the international market before bringing them to the domestic market.

What was your vision for the company a decade back and how has it changed considering where Radico is today?

My vision is to work constantly to improve quality standards and enhance customer satisfaction. And it has always been that. Be it last decade or two decades ago. I do not feel that we have to change it as it ultimately gets converted into revenue growth and increased market share. The Customer is the King for us.

The dynamics of the industry and also the way it operates is constantly changing. What are your thoughts on those? Is there anything that you would like to see differently about the industry or any suggestions you would like to make that can improve things?

Right from advertising to marketing, liquor industry operates in a very challenging business environment. For instance, alcohol companies are not allowed to advertise directly so we have to strategise differently to make our brands more visible, rope in more brand ambassadors, and create creative campaigns with infotainment. Since the market is also growing, we have to be on our toes to offer the best products to our consumers and devise marketing strategies that will ensure that our products reach them.

One of the major challenges that has emerged in the recent past is around our surrogate brands. According to the existing rules, companies need to have a separate revenue model for the surrogate brands with a certain amount of turnover and this creates an additional challenge for us.

However, we find solutions to all of these obstacles within the purview of law because we are a responsible company. We have a legacy to maintain. Non-compliance with state regulations is not an option for us. Since we have over 75 years of experience in liquor manufacturing and 25 years in the IMFL business, the company knows about the law across states and knows how to adhere to it.

In Abhishek, you have a son that has led from the front along with a great team. How does that make you feel as a father?

As I worked hard to help improvise and enhance my father’s vision, I am seeing the same zeal in him. He was instrumental in taking the call towards launching our own brands and premiumisation drive which turned the fortunes around for the company. He is a new-age leader who people look up to and that makes me an extremely proud father.

How difficult is it to compete against multinationals as an Indian brand? Your thoughts?

Once a company has a sound understanding of the market, and back that knowledge with its quality products then competition doesn’t pinch much – be it from domestic or multinational brands. Within two decades of launching our brands, we have expanded our reach to over 85 countries, which is an indication of the capability of Indian brands. I would like to give an example of our latest products Rampur Indian Single Malt and Jaisalmer Indian Craft Gin here; when we took the product to the international market, people were surprised by the fine quality leading to immediate acceptance. The idea behind giving this example was that once you have quality products according to the tastes of the people, competition becomes secondary.