Tag Archives: Drink Trends

Mixing It Up with Tony Kousoulou

From whisky distilleries to award-winning bars, Tony Kousoulou has spent over 15 years figuring out what makes a great drink work. Whether consulting on cocktail menus or experimenting with molecular mixology, he has always had a knack for blending flavour with technique. In 2021, he joined MONIN, swapping the late nights behind the bar for a role that lets him shape the future of drinks on a bigger scale. As Global Advocacy Beverage Expert for Paragon, he now works with bartenders around the world, helping them make the most of MONIN’s range; especially the botanical concentrates that are shaking up cocktail-making. Currently in India, Tony is working with some of the country’s best mixologists to explore new possibilities with Paragon. We sat down with him to chat about his journey, the changing bar scene, and why coriander keeps turning up in unexpected places.

You’ve had an incredible journey in the hospitality industry, from working with gin and whisky distilleries to consulting for award-winning bars. What led you to MONIN, and how has the transition been for you?

I had always used MONIN products throughout my career, so I was fairly familiar with the range MONIN offered, but the idea of working for a brand that shared similar values to mine—while making quality products and maintaining a fantastic CSR policy—was the biggest factor that appealed to me.

I had also worked my last bartending gig throughout the COVID-19 pandemic, and once restrictions started to lift, I decided to close that chapter of my career and focus on brand-related work. I’ve now been with MONIN for almost four years and haven’t looked back once.

Regarding my transition, I joined the company towards the end of the pandemic, when things were fairly quiet. This gave me plenty of time to familiarise myself with the whole range, which includes over 250 unique products.

MONIN is a globally recognised brand in the beverage industry. How do you see its role evolving in the world of cocktails and mixology today?

The staffing crisis in hospitality is not just a local issue but a global one. We’re seeing lower staff retention, fewer training opportunities provided by venues, and sadly, less passion behind the bar.

We’re aligning ourselves with a more advocacy-based approach, championing creativity while helping venues upskill and develop their staff. As an example, we’ve developed a training programme called MONIN-FUSION, which explores multiple ways to create in-house products behind the bar using a stable and consistent base (our MONIN products). This programme covers everything from foams, liqueurs, super-blends, garnishes, cordials, and much more.

With bartenders constantly experimenting with flavours, how are MONIN products being received in high-end bars across the UK, Europe, and India? Have you seen a shift in how mixologists use them?

In the past, many high-end venues dismissed commercially made syrups altogether. However, in recent years, through brand training and relationship-building, we’ve made significant progress.

One of the biggest challenges with high-end venues is their pursuit of innovative flavours while maintaining consistency. You could easily create the best possible version of a wild strawberry syrup, but can you replicate it exactly a week later? Will the sugar content be identical? Will the colour hold? Most importantly, will it taste the same?

With global supply issues and increased seasonality, our products offer reliability; whether you open a bottle in January or in the middle of August, the flavour remains the same.

Paragon, the latest addition to MONIN’s portfolio, is all about botanical concentrates. What inspired this range, and how do you see it changing cocktail-making?

Paragon is all about the pursuit of excellence while highlighting flavours and regions that are often underrepresented in the drinks and food industry. The idea was to bring these outstanding flavours—often found in remote areas—into the hands of bartenders.

We use a combination of acids and extraction methods to create a liquid that is perfectly balanced between sweet and sour, with an intense burst of flavour. This means bartenders can create drinks with the complexity of 8-10 ingredients while using only a few. All thanks to Paragon!

Among the ingredients in the Paragon range, white Penja pepper and Timur berry stand out for their unique profiles. What are some of the most exciting ways you’ve seen them used in cocktails?

There are quite a few to choose from! The most exciting ones I’ve seen play into the natural flavour profiles of the peppers themselves.

For example, Timur berry has bright notes of pink grapefruit in both aroma and taste, with a subtle numbing spice in the background. I’ve seen many variations of the Paloma using this as a substitute for both agave and pink grapefruit juice. Because of the nature of the liquid, you essentially get a completely clarified Paloma with no compromise on flavour; something that leaves guests wondering how it was achieved.

What’s the biggest challenge in introducing new flavours or products to bartenders and the alcohol industry? How do you overcome it?

I wouldn’t necessarily call it a “challenge”, as it’s part of my role at MONIN. However, we are known for pushing the envelope with innovation across all our ranges.

This sometimes means we introduce flavours or products that most people haven’t tried before. It’s on us to get out there, advocate for them, provide knowledge and training, and immerse our customers in the possibilities these flavours offer. It’s a lot of work, but it’s essential for bringing world-class products to bartenders.

You’ve worked with some of the finest names in the industry. Can you share a career highlight or an unforgettable product innovation that has stayed with you?

Not directly related to me, per se, but seeing many amazing people I’ve worked with over the years go on to open their own venues or take on key roles in global brands has been a personal highlight. Career growth is great, but it’s even better when you see your friends thrive.

With India being one of the fastest-growing markets for premium spirits and craft cocktails, what trends have caught your attention during your visit?

If I had to name just one, it would be the Picante. Back home in the UK, it’s growing in popularity year after year, but it’s often made in multiple ways, most without coriander, which is actually a key ingredient.

I’ve seen some really interesting takes on Picantes throughout my travels in India, all staying pretty faithful to the original concept. Bonus points for all the fabulous whisky highballs I’ve tried. It’s my go-to drink.

Are there any exciting expansions or new MONIN products in the pipeline that bartenders and mixologists should look forward to?

We have a new factory opening in early 2026. Once fully operational, it will allow us to introduce more region-specific flavours…think raw mango and spiced jamun. I can’t reveal too much yet, but exciting things are in the works!

What’s next for you at MONIN? Any special collaborations or projects in the works that will excite the beverage industry?

I’ve a few things I’m working on internally, mainly new product developments for the UK market, which may well launch globally if they prove to be successful. I’m always open to suggestions and ideas to present to our R&D department, so I encourage people to reach out.

Besides that, hopefully, some more travel later in the year. I’ve always wanted to visit our Yuzu plantation in Portugal. Maybe even make it to Athens Bar Show?

Rapid-Fire Round

1. If you had to create a cocktail inspired by your personality, what would it be called and why?

The Maverick. A lot of my colleagues poke fun at me for straying from classic expectations of what drinks should be.

2. One MONIN flavour you think is underrated but has massive potential?

Guava. It works well with almost any spirit and is by far my favourite of the tropical/exotic flavours we have.

3. If you could have a drink with any legendary bartender—past or present—who would it be, and what would you sip on?

Sasha Petraske, hands down. I’ve read ‘Regarding Cocktails’ cover to cover numerous times and had the pleasure of going to Milk & Honey in London a couple of times before it closed due to COVID-19. Easily some of the best approaches to cocktails and service I’ve ever seen.

4. What’s the strangest or most unexpected ingredient you’ve ever mixed into a cocktail?

Clarified pig’s blood. Please don’t ask me to elaborate. Those were dark times.

5. Describe your India visit in one drink. What would it be, and what ingredients would it feature?

Likely some form of a coriander-spiced whisky highball; a combination of the two drinks I’ve enjoyed the most here (Picante + Highball). Probably with a dash of Paragon Timur.

From Bar Counter to Global Stage

India’s Love Affair with Flavoured Rum: A Trend on the Rise

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Flavoured rum is redefining India’s spirits industry, appealing to modern drinkers with its versatility and unique profiles. As new innovations emerge, the segment continues to grow, transforming traditions and opening new markets

India’s fast-expanding $52.4 billion alcobev sector now contributes approximately 2% to the nation’s GDP. This achievement, largely attributed to the past two decades of remarkable growth, reflects an industry that continues to adapt to evolving consumer preferences. With the market forecasted to expand by nearly 7% in the coming years, experts believe the country is only beginning to tap into its enormous alcobev potential.

Within the broader industry lies the rum category, which, despite its longstanding presence, is now experiencing significant transformation. Currently valued at just under $1 billion, the segment is projected to exceed $1.4 billion by 2029, driven by consistent annual growth of 2% to 4%. This momentum is further amplified by innovative players introducing flavoured rum varieties, enhancing the drink with unique tastes and vibrant appeal.

For industry stakeholders, the objective is to build on these advancements to catalyse further growth across the entire alcobev ecosystem. Flavoured rum, in particular, has become a regular feature in bars, nightclubs, and ready-to-drink formats, catering to consumers who prefer enjoying rum at home.

Exploring the growth of flavoured rum in India

**Vicky Chand, Managing Director of Radiant Manufacturers North East**

India’s rum industry is an emerging force within the larger alcobev landscape. According to Vicky Chand, Managing Director of Radiant Manufacturers North East, flavoured rum in the country is produced in two distinct ways: one adhering to the global standard of using a sugarcane-based spirit as the foundation, and the other employing alternative blending materials. Chand highlights that these approaches are chosen by distillers based on style and preference.

**Raju Vaziraney, Advising President of IMFL, India Glycols Ltd.**

Radiant’s award-winning product, Lost Treasure Coffee Rum, is gaining popularity with its unique blend of grain, cane, and malt spirits infused with cold brew coffee. This combination delivers three distinct yet harmonious profiles that connect with flavoured rum enthusiasts. Explaining the growing appeal of flavoured rum, Raju Vaziraney, Advising President of IMFL, India Glycols Ltd., credits it to the adventurous nature of young consumers.

“Young Indian consumers are dynamic and aspirational. They actively seek new recipes and flavours to share experiences with their peers. This curiosity sparked the popularity of flavoured vodka over a decade ago, followed by gin, and now it’s rum’s turn,” Vaziraney explains. “Flavoured spirits are accessible and versatile, allowing consumers to enjoy them without the complexity of crafting cocktails. This is especially appealing to those unfamiliar with mixology.”

**John Royerr, Founder of Ochre Spirits**

The perception of rum as a “winter drink” has also progressed, with new varieties dispelling the notion of seasonality. Flavoured rum has broadened the drink’s appeal, making it a choice for all seasons. John Royerr, Founder of Ochre Spirits, notes that consumers are increasingly discerning.

“Drinkers now value smoother, more flavourful spirits. Artisanal rums, often crafted in small batches, deliver a premium experience distinct from mass-market brands. This shift is reshaping traditions and creating space for innovative offerings,” Royerr adds.

He also points to India’s growing cocktail culture, which has fuelled demand for flavoured rums. These spirits add variety and depth to home bars and social occasions, appealing to consumers seeking a sophisticated drinking experience.

For instance, Bacardi Mango Chili combines the beloved flavour of mango with a spicy kick, demonstrating how brands are creatively leveraging local tastes. This product is now widely available across several states, from Pondicherry to Uttarakhand. Ashish Jha, Brand Lead at BACARDÍ India, highlights the strategy behind such launches. “Understanding Indian consumers’ preferences is essential. Mango is a beloved flavour, while chili adds a zestful edge. This blend is in line with local tastes and offers something fresh to the market,” he says.

Assessing the opportunities

The burgeoning flavoured rum segment presents significant opportunities. While traditional rums are often viewed as occasional beverages, flavoured varieties cater to younger audiences unafraid to experiment. However, the premium nature of some flavoured rums necessitates a focussed market approach.

For Chand’s Lost Treasure Coffee Rum, the current strategy involves targetting the Northeast, a region with a growing appetite for distinctive rums. “We use cone spirit, a scarce ingredient, which limits our initial reach. By concentrating locally, we aim to establish our brand and later diversify into categories like white rum,” Chand shares.

Vaziraney’s Zumba Spiced Rum is similarly carving out its niche. “Younger consumers prefer new flavours, while traditionalists stick to classic blends. We’re catering to adventurous drinkers, aiming for nationwide presence and eventual international expansion,” he remarks.

Tarun Samvedi, Director of F&B at The Resort, Mumbai, observes this evolution. “Our venues often attract guests looking for distinctive experiences, including flavoured rum. Signature drinks like tropical punches and spiced mojitos highlight the versatility and visual appeal of these options. For instance, the tropical punch is ideal for summer-themed gatherings, while the spiced mojito offers a warm, aromatic touch perfect for cooler evenings or celebrations. Patrons who may not usually enjoy the intensity of traditional rum are drawn to the lighter, more refreshing character of flavoured options,” he notes.

Discussing his preferred brands, he adds, “Bacardi stands out for its diverse range of flavours, which work beautifully in various cocktails, from tropical punches to classic daiquiris. Captain Morgan delivers a rich complexity with its spiced and flavoured offerings, making it a favourite for mojitos and hot toddies. Malibu is also a staple, known for its signature coconut rum, a perfect choice for tropical or beach-inspired drinks.”

Apurva Bhatia, Beverage Manager at The St. Regis Goa Resort, highlights the importance of ice and presentation. “Crushed ice enhances the chill and adds a slushy texture to tropical cocktails, while clear ice blocks offer stunning aesthetics for showcasing rum’s vibrant hues. Two of my most requested flavoured rum cocktails are Susegado Daiquiri – a blend of coconut rum, homemade jackfruit, palm sugar, vetiver cordial, house citrus, topped with jackfruit marshmallow – and Spiced Island Julip, which combines spiced rum, spearmint, house citrus (grapefruit, lime, orange), brown syrup, and homemade ginger beer. Personally, I lean toward Diplomatico Mantuano for sipping and Ron Matusalem for mixed beverages,” Bhatia elaborates.

Expanding consumer preferences

A notable trend driving the growth of flavoured rum is the mounting interest in health-conscious drinking. Consumers are seeking low-calorie, naturally flavoured options that align with their wellness goals. This shift has prompted many brands to explore organic ingredients, ensuring their offerings cater to the sprouting demands of mindful drinkers. This approach has broadened the appeal of flavoured rum, making it a viable choice for those who prioritise balance without compromising on taste.

Additionally, the appeal of flavoured rum extends to culinary applications. Mixologists and chefs alike are incorporating these rums into innovative dishes and desserts, further strengthening their place in contemporary dining experiences. For example, rum-infused cakes and flambéed dishes featuring tropical rum varieties are gaining traction in high-end restaurants and home kitchens alike.

The versatility of flavoured rum has also led to its adoption in events and social gatherings. Wedding planners are now including rum-based cocktails as part of curated drink menus, adding an element of uniqueness to the celebrations. These custom drinks, often inspired by regional flavours, bring a personal touch to festive occasions and elevate the guest experience.

Flavoured rum is further finding its way into experiential marketing campaigns, where brands create immersive experiences for their customers. Pop-up events, themed tastings, and collaborations with lifestyle influencers are becoming common methods to engage consumers. By offering an interactive platform, brands can forge stronger connections with their audience while educating them about the possibilities of flavoured rum.

Pricing, target markets, and upcoming plans

Speaking of pricing, Royerr explains, “Our Nutty Berry Rum is priced competitively at ₹1450 for a 750 ml bottle. Despite the intricate crafting process and premium ingredients, we have ensured accessibility for our customers, balancing quality with affordability.” Adding to the discussion, Vaziraney stresses, “Zumba Spiced Rum caters to younger, adventurous consumers who seek distinct flavours. Our spiced rum has successfully launched in UP and Uttarakhand, with approval for distribution through paramilitary forces nationwide. We’re now preparing to expand into new domestic markets this winter and explore international opportunities in the near future. Despite its semi-premium positioning, we have ensured that pricing remains competitive to attract a broader audience while offering an elevated experience.”

Bringing a regional perspective, Chand shares insights on their market strategy, “Lost Treasure Coffee Rum is designed for discerning palates in the Northeast. Although the scarcity of cane spirit limits distribution, this focus has allowed us to establish a strong foothold locally.”

On consumer response, Royerr observes, “Flavoured and artisanal spirits are transcending geographical boundaries. From bustling metros to smaller towns, there is growing enthusiasm for premium flavoured rums, reflecting their universal appeal.” Chand echoes this sentiment, adding, “In Assam, we’ve noticed that well-travelled consumers often take our spirits to larger cities like Mumbai and Delhi, mirroring the region’s growing expertise in crafting high-quality rums. This organic promotion has been invaluable in building our brand.”

Expanding on innovations, Royerr elaborates, “At Ochre Spirits, we meticulously source ingredients like cherries, oranges, and grapefruits from across the country, complemented by global-quality nuts for depth. Through maceration and distillation techniques, we ensure smooth, natural flavours. This dedication is central to our mission to introduce agave spirits soon.”

Vaziraney adds to the innovation dialogue, “Our journey with Zumba White Rum infused with lemon citrus flavours has been promising. As we solidify our presence, we plan to introduce additional flavours and limited editions, keeping the momentum alive through ongoing consumer research.”

Chand also hints at exciting developments, “We’re exploring barrel aging with coffee beans sourced from diverse regions of India. These limited editions will further elevate our offerings, creating a unique identity in the flavoured rum segment.”

The road ahead

Flavoured rum is poised for continued growth as more and more consumers appreciate spirits for their taste and character rather than solely for their potency. Bhatia emphasises the distinct profile offered by flavoured rums. “These rums provide sweet, fruity, or spicy notes, broadening their appeal to those who may not enjoy traditional blends,” he notes. As this segment grows, the expectation is that more brands will enter the market, each striving to stand out through innovation and quality.

Differentiation is key, according to Chand. His “Think Global, Act Local” philosophy ensures a balance between international standards and local sensibilities. This approach creates a “glocal” brand that resonates with diverse audiences. Moreover, the presentation and marketing of flavoured rums are adapting to meet shifting consumer demands. Stylish, eye-catching bottles and eco-friendly packaging are becoming essential components that captivate the modern buyer. This attention to design and environmental consciousness aids brands in establishing distinction in a highly competitive arena.