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.
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.
Indri Trini is making waves in its nascent years. The new Indian Single Malt, from the stables of Piccadily Distilleries launched in 2021, has been rated as the ‘Best Indian Single Malt’ across all categories by the World Whiskey Awards 2022.
In the first round of World Whiskey Awards Indri Trini won the category winner tag of Gold. Paul John’s Mithuna and Nirvana was tagged silver and bronze respectively. In the second round, Indri Trini walked away with the title of ‘Best Indian Single Malt’ from India across all categories irrespective of being single cask, cask strength or age.
Awakens five senses
True to its name Indri Trini, the Single Malt awakens all the five senses – smell, taste, touch, sight and sound. Indri or Indirya in Sanskrit refers to these five senses. Indri is a quaint little village situated in the catchment area of River Yamuna, nestled in the foothills of the mighty Himalayas. Indri is the place where Piccadily has one of its distilleries, the other two located in Patiala and Bawal.
Indri Trini is truly the new star that the alcobev world is awakening to. Launched recently, its inaugural expression has bagged some of the most prestigious awards globally. Indri has not only got the Indian Single Malt enthusiasts excited, but also has been generating a lot of attention in the international arena.
Indri backed by a mammoth stock of 40,000 barrels with the distillery churning out 12,000 litres of malt spirit every day is all set for the long haul.
The awards have encouraged the distillery to excel. In its debut year, it has also bagged
● Category Winner, No Age statement at World Whiskey Awards 2022 @www.whiskymag.com
● Winner Asian Whisky of the year at Dom Roskrow’s New Wizards Awards 2022 (that is Best whiskey from India/Taiwan/Japan) https://www.newwizards.co.uk/
● Silver, with a 91 score at The International Wine & Spirit Competition 2022
Dom Roskrow, a spirits writer, editor and consultant specialising in whisky, said, “This was one of the most competitive categories in this year’s Awards, with several gold medal winners competing for the title. This, though, was a revelation and joins a growing band of wonderful Indian whiskies. It is matured in ex sherry, ex bourbon and French oak casks so unsurprisingly there’s a lot going on- berry fruits and red peanuts, lemon, grapefruit and tropical notes, all held in place by freshly shaved wood tannins and soft spice.”
Another feather in the cap is the Silver with 91 points at the International Wine & Spirit Competition. Tasted by the connoisseurs across the globe such as Ivan Dixon, Dawn Davies MW, Andrea Dionori, Jeremy Stephens and Ludo Ducrocq have all praised Indri stating that it is clean, malty nose with oak sweetness and hints of tropical fruits. They have said it is tannic, yet has delicate mouth feel revealing prunes, figs and dates giving it an earthy finish.
Trini, the Three Wood
Trini – The Three Wood, is curated by the distillery’s master craftsmen. It is distilled using the traditional Indian 6 row barley, matured in selected barrels, and blended carefully to bring out the individual contribution of each wood (first fill bourbon, ex-French wine and PX sherry casks) without overshadowing the original whisky profile. Indri Trini is bottled at 46% ABV and is a non-chill filtered whisky.
Nose: Hints of black tea, caramelised pineapple with a whiff of oak from the barrel comes forward, followed by vanilla and honey from the bourbon oak and traces of spiced tannins from the European oak, finally topped up with vinous raisin and sweet sherry notes. Gentle and mellow on the nose.
Taste: Elegant richness, smooth and warm on the sides of the mouth. Gentle spice and wood characters come through, followed by nutty flavours and hints of burnt pineapple, citrus and raisins.
Finish: A subtle and balanced finish where each flavour compliments one another without dominating. A smooth and long after taste with sweet fruity flavours coming up from the warmth of the throat, lingering long after.
The extreme temperature of the Northern plains helps the malt spirit mature faster inside the barrels, naturally. This also means the angels happily take away their share, leaving behind sweet tropical flavours and rich natural colour. The distillery proudly uses no fossil fuels to generate its power needs.
Piccadily Distilleries growing from strength to strength
Thanks to the vast experience, Piccadily Distilleries have been able to touch one milestone after other. Having started in 1953 as a liquor distribution firm as Kedar Nath & Sons, in 1967 it formally registered as Piccadily. The brand has only grown from strength to strength. In 2008, it became the first Indian company to receive permission to produce alcohol from sugar cane juice and in 2009 it imported oak barrels from the United States and began distilling spirits from cane juice. In 2010, the founders’ envisioned the creation of a distillery on par with those of Scotland. It commissioned Raj Industries to build what would become of the largest malt plants in India.
Importantly, the company embraced in 2018 a new philosophy towards producing premium, high-end spirits that adhere to EU and Scottish standards of production while phasing out the molasses-based whiskeys of the past. In 2020, it launched Whistler blended whiskey and conceived Camikara rum – representing ‘liquid gold’. The following year it launched Indri single malt whiskey and this year it released Camikara rum, India’s first sipping rum.
The malt distillery at Indri, located off the famous Grand Trunk Road (which linked Central Asia to the Indian Sub continent for almost 2500 years) was set up in 2012. The distillery is also home to 6 traditional copper pot stills (designed and made in India) and 40,000 barrels. Today, it is India’s largest independent malt manufacturer and seller of malt spirits. The distillery is rapidly expanding its warehousing capacity to hold another 30,000 barrels. A new visitor center is also under construction and will be open for visitors by the end of the year.
The late English author Gilbert Chesterton once wrote: “Let a man walk 10 miles steadily on a hot summer’s day along a dusty English road, and he will soon discover why beer was invented.” He’s right, of course — there’s something about the combination of the warmest season and an ice cold brew that just works. Summer in Delhi is unbearable and we do not have an opposition for this. And, how most of us beat the heat is by gulping down frosty and flavourful beers. Delhiites can now rejoice as India’s popular beer brand Bira91 brings you a range of four new limited-release beers – Bollywood IPA, Kokum Sour, Brown Ale, and Mango Lassi – as part of their ‘Imagined in India’ initiative. Team Ambrosia was part of the preview tasting, hosted on April 07 2022 at the beautiful QLA, in Mehrauli, Delhi. The tasting was followed by dinner, curated by Chef Vicky Ratnani, and a live music set by DJ MoCity and DJ Nida. It was what we call a perfect dreamy evening filled with all the finer things in life.
A melange of flavours
The ‘Imagined in India’ beers are made with indigenous products and are inspired by the raw creativity of today’s India led by emerging artists, entrepreneurs, and startups combined with the cradle of flavours that find a home here.
The Bollywood IPA variant has a tropical twist, inspired by west coast India Pale Ales that were born in California, while Kokum Sour has traditional ingredients from the Konkan coast. We loved the Brown Ale – a blend of English Nut Brown Ale and the Antwerpian Amber with notes of coconut and vanilla. Fans of lassi would appreciate the taste of their Mango Lassi version that merges its Wheat Ale and a milkshake beer into one.
Ankur Jain, founder and CEO of the company, said, “For this generation of consumers, beer means flavour, and we deliver on that promise. ‘Imagined in India’ is an attempt to bring together the many flavours of India and its creative energy fuelled by emerging artists, entrepreneurs, and startups. Each beer is brewed with unusual ingredients – local and seasonal – which makes them unique.”
He further added, “Each of these flavours originated at the Bira 91 Limited-release Taproom at Koramangala, Bengaluru, where they received tremendous consumer love and affinity. The flavours were voted as the top-ranked choices by beer lovers, which inspired us to bring them to consumers across the country.”
Earlier, back in 2021, Bira 91, in collaboration with non-alcoholic drinks brand Svami, had rolled out Cucumber flavoured Kölsch. The Bira 91 x Svami Cucumber Kölsch is brewed with pure German Pilsner malt, a fresh cucumber flavour and the delicate caress of the finest German noble hops, with an IBU of 18 and an ABV of 6%. It is a crafted blend of bitter-sweet notes and cool cucumbers creating a crisp, balanced, and revitalising beer.
Staying true to the brand’s playful image, Bira 91 encourages consumers to be more experimental and creative, while exploring new flavours in everything, including the beers that they drink. The new ‘Imagined in India’ range is yet another exciting testament to delivering on that promise.
Collaborations for community growth
To bring alive the flavours, Bira 91 has collaborated with Kulture Co, a curated platform spearheading the new wave of Indian Graphic Art across borders. The brand on-boarded contemporary Indian artists from the Kulture Lab – artists who are breaking the mould and taking modern India to new frontiers – to conceptualise and design the packaging of the four new flavours.
Channelising their art and creativity on a new canvas, artists Ranganath Krishnamani, Osheen Siva, M. Sajid and Prince Lunawara showcase a vibrant palette of local stories around shared identities painted onto these beer cans, paying homage, and narrating the story of our home country.
Commenting on the idea behind designing the packaging of Bollywood IPA, artist Ranganath Krishnamani said, “Conceptualising the packaging of a flavour so bold and dynamic, that it takes you to the heart of Mumbai, where all things Bollywood originated, was truly exhilarating. Incorporating the charming art deco cinemas in Colaba, the iconic ‘kaali-peeli’ cabs, and the vintage colour scheme was the perfect way to capture Bollywood on a can.”
Designer of the Kokum Sour packaging, Osheen Siva, too expressed his thoughts behind the masterpiece and said, “Kokum is a tangy flavour, as Indians have developed a taste for since childhood. To depict a taste so loved yet so new to the beer industry was exciting. I conceptualised it to be something offbeat and loud. For me, the can had to give consumers an idea of what they were picking up from the rack when indulging in a Bira 91 Kokum Sour Beer.”
“Imagined in India to me is being authentic, raw and connected to our roots. Capturing the taste of Brown Ale that recognises uplifts and celebrates diverse communities of India and having the essence reflect in the artwork on the packaging was a great experience,” M. Sajid, who designed the Brown Ale packaging, enthused.
Prince Lunawara, who creatively illustrated the Mango Lassi can said, “India loves mangoes and merging the flavour with beer is as creative as it can get. Through the can, my idea was to celebrate this creativity and the beauty of India’s flavours.”
The limited release beers will retail in metros like Delhi, Mumbai, Bengaluru, and Pune.
According to Expert Market Research, the India beer market stood at a value of nearly 371 billion in 2020. The industry is expected to reach approximately 662 billion by 2026, rising at an estimated CAGR of 9.2% during 2022-27.
A summer beer can be just about any style, as long as it’s crisp and refreshing and makes you never want to go back inside again. They range from light and fruity to hoppy and complex, but the best summer beer is the one you come back to again and again as soon as the temperature crawls above 60 degrees.
The global beer market size reached US$ 640.2 billion in 2021. Looking forward, IMARC Group expects the market to reach US$ 750.3 billion by 2027, exhibiting at a CAGR of 2.7% during 2022-2027, according to a new report by IMARC Group.
Beer is a fermented alcoholic beverage that is made by brewing and fermenting starches derived from cereal grains. It is flavoured using hops that not only add a buttery flavour to the beverage, but also act as a natural preservative. Apart from this, other flavourings, such as herbs and fruits, are also added to attribute a specific flavour and fragrance to the drink. It is a rich source of niacin, folate, riboflavin, pyridoxine, potassium and magnesium.
Moderate consumption of beer is widely associated with numerous health benefits and aids in maintaining blood pressure levels, preventing kidney stone formations, and minimising the chances of developing cardiovascular disorders, including angina, stroke and heart attack. Owing to this, it is gaining widespread popularity across the globe.
Global Beer Market Trends:
One of the major factors influencing the global beer market is the rapid spread of the Coronavirus disease (Covid-19) and the consequent social distancing norms and lockdowns imposed in several countries as a control measure. The decrease in the number of social gatherings is projected to lead to a decline in the on-premise consumption and sales of beer in bars, restaurants, pubs and public events. However, this trend will to be offset by the demand for to-go packs as well as home delivery services, mainly through online platforms. Another factor driving the market is the widespread preference for specialty beer among individuals. These beers are brewed to a classic style by incorporating different flavours, such as honey, chocolate, ginger and sweet potatoes. This adds a distinct flavour and aroma, which further adds innovative and eccentric flavours to the drinks. The growing inclination toward craft beer is also accelerating the market growth. Since microbreweries produce portioned amounts of beer, they lay enhanced emphasis on the flavour, quality and brewing techniques as compared to large-scale commercialised breweries.
The potential for beer growth in India is strong as well. AB InBev, for example, began brewing Budweiser in the market back in 2010. In January 2021, Kirin Holdings announced an investment of $30 million in New Delhi-based B9 Beverages, the maker of the Indian craft beer Bira. IWSR anticipates beer consumption in India to return to pre-Covid-19 levels by the end of 2023, continuing on its growth path from there.
Expanding beyond beer
As consumers moved to the at-home occasion, the trend for convenience has helped to shape purchasing behaviours. In markets such as the US, the ready-to-drink (RTD) category, which includes hard seltzers, has been taking share from beer. RTDs provide a growing opportunity for brewers to diversify their product portfolios. Indeed, Heineken entered the hard seltzer category in September 2020, with the launch of Pure Piraña in Mexico and New Zealand. In the US, Heineken partnered with AriZona to launch the AriZona SunRise Hard Seltzer in October 2020. AB InBev states that Bud Light Seltzer is their leading innovation in the US market, with over 75% of volume being incremental to their portfolio. In fact, 2021 was the first year in which a hard seltzer commercial (Bud Light Seltzer) aired during the Super Bowl.
Malt-based RTDs are currently dominant in the US owing to their taxation base, and brewers they are in prime position to take advantage. Elsewhere, the alcohol base of choice varies by country, driven by consumer preference and local alcohol tax structures.
Changes in purchasing behaviour propel e-commerce
As with the wider beverage alcohol industry, Covid-19 has propelled the value of the alcohol e-commerce channel. Heineken, for example, reported that Beerwulf, its direct-to-consumer platform in Europe, nearly doubled its revenues in 2020, while in the UK, its revenues tripled. Online sales of its home-draught systems grew as well.
Beer has traditionally under-traded online, primarily due to the channel offering lower margins. However, this will change as consumers continue to buy more groceries online and beer is included in the weekly shop. This is especially true in the US, where IWSR expects sales of online beer to grow rapidly as supermarket chains increasingly invest in the channel. Online beer sales hold the greatest market share in countries including Japan, the UK and the US. From a lower base, online beer sales will also grow rapidly over the next five years in markets such as Israel and Nigeria.
The entrepreneurial spirit of small-batch players
Craft breweries, which tend to be more dependent on the on-premise, have propelled interest in the global beer category and revitalised its fortunes in many markets. IWSR believes that the entrepreneurial spirit of the sector will mean that craft brewery regeneration will be quick. In the US, for example, IWSR has seen the pandemic lead to a “buy local” approach amongst some consumers, which will benefit small-batch players.
Innovation in the no/low space reignites the category
No- and low-alcohol beer is a bright spot for the category, as moderation and wellness trends continue to resonate with consumers. IWSR data shows that, to date, most volume has come from no-alcohol rather than low-alcohol beer across 10 key markets.
Broadly, low-alcohol beer is giving way to no-alcohol offerings particularly in markets such as Australia, France and the UK. Spain, for example, is seeing a shift from low- to no-alcohol beers, as consumers seek healthier choices and view the newer 0.0% brands as more modern. In South Africa, investment from Heineken and the emergence of a craft segment has helped to generate interest in the no-alcohol category.
While no-alcohol beer has existed for decades, in markets like the US, no-alcohol beer has premiumised through the release of no-alcohol versions of non-lager styles, long the domain of no-alcohol beer. More recent no-alcohol styles, such as IPAs, stouts or porters, are starting to make a real impression, driven particularly by new challenger brands, many of which are not linked to traditional brewing. The recent no-alcohol extension of Guinness – despite some teething issues – will help to underline that no-alcohol beers are no longer the sole domain of lagers.
While several key beer players continue to steer the no/low beer category, the market is fragmented with a number of smaller brands vying to establish themselves as market leaders in this space. The segment is likely to become even more of a focus for smaller craft producers who are able to bring a diverse range of products to the market in future.
Svami, a brand in the non-alcoholic beverage segment, has teamed recently with Amazon Prime Video’s most anticipated football series on the legendary player, Diego Maradona. Svami has launched a Limited-Edition bottle for 2 Cal Cola in honour of Maradona’s No. 10 jersey. The partnership also commemorates Maradona’s birth anniversary, as the series premiered on the same day. The series premiered exclusively on Amazon Prime Video on October 29, 2021, across 240 countries and territories.
This collaboration between Svami and Amazon Prime Video is a one-of-a-kind partnership in which Svami’s varied selection of beverages and mixers, especially the new limited edition 2 Cal Cola, is the ideal choice of refreshment while watching the all-new exhilarating series at the edge of one’s seat. Through this collaboration, the brands aim to reach out to a larger football fanbase across the various metros of India. They have an exclusive retail tie up with Foodhall pan India and engagement on social media by involving the Maradona fan base has been on the cards. The brand will also run a digital ad to announce this partnership.
Aneesh Bhasin, Cofounder at Svami further added that, “Svami always has a different taste when it comes to collaborations. When we got to know that Maradona: Blessed dream was going to be launched on Amazon Prime Video, it was a no-brainer for us to onboard and thereby engage our football fan base via this collaboration. The launch of 2 Cal Cola Limited Edition, is our way of paying a tribute and celebrating the No 10 associated with this legend.”
Svami is spearheading the category of mixers and non-alcoholic drinks for adults. Svami’s comprehensive portfolio of drinks ranges from products like tonics to non-alcoholic rum and cola, giving people choices for great tasting drinks on all occasions. In a short period, Svami has become the default choice for bars and restaurants and retails in 40+ cities in India, Singapore and Hong Kong.
Maradona: Blessed Dream follows the controversial life of legendary footballer Diego Armando Maradona. A boy from Argentina with a dream of greatness, made his mark in the international football league, earning himself a well-deserved place in history. Living a life strewn with drugs, sex and public scrutiny, he played by his own rules regardless of the consequence.
Bombay Sapphire recently announced the launch of Bombay Sapphire & Tonic Ready-to-Drink (RTD), enabling its consumers to now enjoy the world’s number one premium gin as a bar-quality Gin & Tonic serve, no matter where they are. The much-anticipated offering combines the brand’s heralded, vapour-infused London Dry Gin with the perfect balance of tonic water, for a superior taste experience.
Bombay Sapphire has been disrupting the category ever since its iconic blue bottle landed on shelves within a sea of green glass. Now, consumers can prepare themselves for a drink that stays true to the brand’s long-standing commitment to only the finest ingredients with a bar-quality taste.
Bombay Sapphire & Tonic is best enjoyed cold, straight from the fridge and poured over ice with a refreshing squeeze of lime. Whatever the occasion, whether it’s al-fresco events, to intimate gatherings at home, or being on the move, the pre-mix is meticulously crafted to showcase the signature juniper and citrus notes of Bombay Sapphire gin. Aside from its versatility and convenience factor, Bombay Sapphire & TONIC ensures it does not compromise on quality and taste. The perfectly balanced gin’s amalgamation with tonic offers a premium quality cocktail to-go with no artificial flavours or colours added to the final product. The ready-to-drink cocktail cans are sure to become a widely demanded product that is ideal for outdoor gatherings, festivals, beach days, and more.
Adtnu Tiwari, Senior Brand Manager, Premium White Spirits, Bacardi India Private Ltd., expresses his views on the launch, “Bombay Sapphire is known for stirring creativity in various capacities and disrupting the market with its innovative vision. Besides versatility and convenience, one of the key focuses while launching the Bombay Sapphire RTD was to emphasise and ensure that the quality of the drink remained intact. While the product enables its consumers the ease of portability and storing the drink, what sets it apart is its taste that’s at par with that of a premium bar cocktail. Bombay Sapphire’s RTD is going to fit all occasions, anytime and anywhere; it is going to grow into becoming the next most demanded product under the RTD category.”
The sleek, matte finish packaging has been carefully designed to preserve the standard of the serve, both on-shelf and once purchased. The material helps protect the liquid from sunlight keeping the G&T fresher and colder for longer. Available individually or in a pack of four, the can is 100% recyclable. Bombay Sapphire & Tonic will soon be on the shelves of all top retailers for gin fans to pick up.
Uttar Pradesh became the first state to announce its excise policy for the year 2022-23, setting an excise revenue target of Rs. 40,000 crore, up from Rs. 34,500 crore in the previous year. To achieve the target, one of the routes the UP government has taken is to increase the license fee across all categories. The increase ranges from 20% to a whopping 172%, depending upon the nature of license.
Revenue Target
The UP government collects 20% of its annual revenue from excise, however in the last two years, due to Covid, there has been a dip in the collection of excise from the set targets. In 2020 -21 targetted revenue was `37,500 crore which was reduced to Rs. 34,500 crore in the current financial year (21 -22) against which by this year end the expected revenue collection is Rs. 36,000 crore. Considering the positive trends and situation becoming normal the UP government has fixed an optimistic revenue of Rs. 40,000 crore. This is 16% more than the revenue target of 2021-22. The breakup of revenue planned for 22-23 is shown below :
Avenues for Revenue
Licence Fee
To achieve Rs. 40,000 crore, it has increased the licence fee and security amount across all categories of licences. Some of these licences are shown below:
Besides the above mentioned increase, the processing fee for these licences has been increased to `1.0 lac as against Rs. 55,000 for each application.
Brand & Label Registration Fee
Label registration is very tedious work which the entire beverages alcohol industry has to indulge in every year by compromising manufacturing and supplies till new labels are registered. Manufacturers spend a good amount of productivity of its people besides paying the stipulated fee. The industry feels it is difficult to understand the reason for this increase every year. Under the new excise policy, this fee has been increased from 33% to 90%.
Excise Duty
There is a very nominal increase in the Pratifal fee of IMFL. This increase will be between 0.75% – 1.50% maximum per case of 9 litre depending upon the Liquor category (Economy, Medium, Regular, Premium etc.). Similarly for beer the Pratifal fee has been increased by Rs. 1 per litre. At least this is a relief to the industry which has a direct impact on fixation on MRP.
Country Liquor – The Milking Cow
Due to high sales, massive production stakes with minimal import allowed from outside state, country liquor (CL) has always been top priority for various state excise departments. CL’s contribution in overall excise revenue ranges between 45% – 50% every year and therefore a lot of effort is made to safeguard this major chunk of revenue. The UP excise has therefore initiated following steps to ensure its revenue of Rs. 19,140 cr. for the fiscal 2022 -23;
Reducing MRP by Rs. 5 per unit of 200 ML
Removal of Covid cess a) Not increasing the excise duty
Removing 42.8% v/v MASALA CL . Now there will be only two types of MASALA CL i.e. 36% & 25% v/v
However 42.8% v/v UPML shall continue to sell at reduced MRP
It is very interesting to note that the same UP Govt and state excise department which had become very strict on changing the packaging norms of country liquor last year has changed its decision in just a couple of months . After two subsequent hooch tragedies in western UP in early 2021, the alternatives of the CL in PET bottle were being discussed at high levels of government and in the months of July – August 21 pressure was mounted on the industry to source aseptic brick carton filling machines aka Tetra Pack machine since this kind of packing is considered as 100% tamper proof. In fact few circulars were issued to industry to start supplying at least 20% of CL in Tetra Pack immediately. There was much hue & cry in UP’s distillery sector because there is hardly any manufacturer of this type of filling machine in India and import of this machine can take minimum 90 – 120 days’ time. In the new excise policy this condition has been replaced from Tetra pack to glass bottle packing having a shrink wrap on the cap. This will certainly give a boost to Firozabad (UP) glass industry which has been requesting the government to provide a platform for its revival.
Wine: Still a Mirage
The total excise revenue generated through wine sales in 20 -21 was only Rs. 9.68 crore out of total revenue generated of approx. Rs. 30,000 crore. Wine’s revenue contribution increased to Rs. 29.54 crore in 2021-22 of Rs. 34,500 crore. The growth in wine sales in UP has phenomenally increased by 200% in just one year which clearly shows the scope and opportunities for wines. The increase of revenue is directly proportional to consumption.
At the moment there is not a single winery in UP and to boost the wine industry the government is continuing with its endeavour as provided in its last years excise policy by :
Exempting wines produced in UP from all types of excise duty & levy for a period of another four years
Allowing vintner to sell wine in a store inside the winery by paying a small annual fee of `50,000 for a year
Allowing wine taverns inside the winery.
A licence fee of Rs. 57,500 for establishing a winery in UP
The new excise policy also indicates towards a separate new wine policy being prepared. It is suggested that the UP government establish a wine promotion board on the lines of the Karnataka Wine Board which is headed by a knowledgeable and senior IAS officer and other administrative officers who closely work with wine industry to find our more and more avenues for increasing wine production and consumption. Associations and federations like the Indian Wine Academy should also come forward to tap this potential.
Ease of Doing Business
We can see some steps the U.P. government is taking for ease of doing business in the excise policy. Some of these initiatives are:
Annual licence fee for home/personal possession of liquor licence has been reduced to Rs. 11,000 from Rs. 12,000 from last year and the refundable security amount has also been reduced to Rs. 25,000 from earlier Rs. 51,000.
Wine manufacturing and selling soaps as mentioned.
No increase in bar licence fee.
Microbrewery can sell/supply craft beer in 50 litre kegs.
Wholesale licence can store stocks w. e. f. 15th Feb.22 meant for next excise year.
Renewal of retail shops is permitted.
No increase in any licence fee and excise duty for defense forces establishments in UP.
Rs. 50,000 will be given as discount on the licence fee if bar & microbrewery both licences are applied simultaneously.
Track & Trace system to be extended to the retail sales.
Global Brand Director, Jennifer English, looks at the trends which are set to take the world of treats by storm and why less but better, kindness, and mother nature will be inspiring how we treat ourselves this year.
The uncertainty and unpredictability of the last two years has seen consumers look for moments of spontaneity and joy in their lives, more than ever before. Gone are the days where treats are seen as frivolous luxuries, people now see them as essential parts of a balanced joyful lifestyle.
Over the last few years, we’ve repositioned Baileys as a year-round adult treat and successfully established it within the treating and indulgence category which is forecast to grow by £302 billion by 2025.
While once seen as a cream liqueur enjoyed only on special occasions, we’ve inspired consumers globally to get creative with Baileys all year round, from drizzling over ice cream in summer to adding a splash to your hot chocolate in winter. During lockdown, as home baking soared, Baileys was added to banana cake drizzle, dalgona coffee, mochi ice cream and more, as consumers looked for new ways to add a touch of indulgence to their sweet treats.
So, what’s next? Working with food futurologist, Dr. Morgaine Gaye, and renowned chefs, bakers, journalists, writers and food stylists from around the world, here are the macro trends that will impact the scrumptious treats we’re set to see and taste in 2022.
Less but better: 2022 is going to be all about indulgences that are meaningful – spending a little bit extra on more premium treats. Think along the lines of treating yourself to a beautifully crafted barista coffee or the ‘fancy pants’ chocolate rather than impulsive till point purchases. We want to make sure our treats are as meaningful as possible. It’s all about quality over quantity.
Taste of kindness: We’ve all seen the importance of kindness in recent times. And there’s no better way to express kindness than through the act of giving. But our need for kindness doesn’t stop at turning up at a friend’s house with a homemade brownies or box of cupcakes – we’re going to be looking for foods that are made with compassion, be it cocoa from a B-Corp chocolatiers or a Fairtrade coffee. We want to celebrate the spirit of community.
Inspired by Geo-Nature: Treats are about to get visually exciting – we want a feast for the eyes, as well as our bellies. A treat for all the senses… foods that glisten with iridescent gold, or mimic nature in the form of flowers, snowflakes and crystals. We’re ready to walk into a brand-new day, with some jaw-droppingly gorgeous treats to mark the occasion.“
Treating in 2022 will reflect our response to the past two years, as we emerge from a time of feeling restricted. We now want to explore our freedom and embrace indulgent fun in our treats, whilst also being mindful of the impact on the planet and how they integrate with nature itself,” says, Dr. Morgaine Gaye.
Grey Goose and Martini bring you the perfect way to cut through the winter chills and get in the holiday spirit with these perfect-for-winter cocktails. Bask in the winter sun with a Grey Goose Aperitivo Espresso with orange zest. Precede lunch with a Dry Apple Martini and enjoy the benefits of an apple a day all while keeping the seasonal gloom away! Relish cocktail hour with a Grey Goose Old-Fashioned on the rocks, and see for yourself why this oldest cocktail has stood the test of times. Keep the festivities alive even when the temperature drops.
APERITIVO ESPRESSO
A delightful mid-day aperitif! Coffee and vodka meet tonic water and orange zest to give it the freshness necessary to brighten up any afternoon.
Glass
Wine Glass
Garnish
Orange Zest
Occasion
Aperitif, Brunch
Ingredients
1 part Grey Goose Vodka
1 part Unsweetened Coffee
Tonic Water
Orange Zest
Method
Build in wine glass in this order: Grey Goose Vodka, coffee, tonic water, orange zest
GREY GOOSE OLD FASHIONED
As one of the oldest cocktails in the world. It’s easy to see why it has stood the test of time. Nowtry it with a simple Grey Goose Vodka twist instead of whiskey.
Glass
Rocks
Garnish
Orange Zest
Occasion
Aperitif, Cocktail Hour, Digestif
Ingredients
50 ml Grey goose Vodka
2 tsp Demerara Brown Sugar
Dash of Hot Water
Dash of Angostura Aromatic Bitters
Orange Zest
Method
1 Add the sugar and water to a rocks glass, then stir to dissolve.
2 Add orange zest.
3 Slowly trickle in Grey Goose and cubed ice, piece by piece, stirring throughout.
4 Top with cubed ice to serve.
MARTINI DRY APPLE
Ingredients
2 parts Martini Extra Dry
¼ part apple juice
1/3 part Manzana Verde
1/8 part apple syrup
2 tsp caster sugar
Juice of half a lemon
Half a green apple
Method
Shake all the ingredients with cubed ice then double strain into a chilled martini cocktail glass. Garnish.
