India’s bar scene is undergoing a vibrant shift with the rise of mixologists hosting exclusive pop-ups. These events are reshaping the nightlife experience, blending diverse global techniques with local creativity and setting the stage for a more dynamic and experimental drinking culture.
What started out as a few brave moves by daring mixologists has now emerged as a fast-rising trend within the bar ecosystem across the globe. This experience, which is now disrupting the bar scene, has not only enhanced the adventure of local bar customers, but makes it possible for them to experience the ethos and have a taste of signature drinks from bars all across the world without ever leaving their city.
Imagine visiting your local bar for your routine cocktail only to find a whole different pop-up menu because a bar from a country – thousands of miles away has brought in their mixologists – to give you an experience of a lifetime. The over $1.6 billion global alcobev market is estimated to reach almost $2.25 billion in 2033, a nearly 40% increase in value over the next 10 years. It is expected that this new culture will play a huge role in making that growth possible.
In India’s $55 billion alcobev industry, the bar takeover trend is making strong waves, revolutionising the experiences of bar owners, nomadic mixologists, and consumers. The trend has become so pervasive that in cities like Kolkata, Delhi, Bengaluru, and Mumbai, visiting mixologists from places such as Hong Kong, Singapore, Italy, and other thriving regions have transformed local bars into a potpourri of international tastes and flavours, leaving a lasting impression.
In our bid to understand the trend and why it has become a critical part of the Indian bar scene, we spoke to operators in the industry who provided rich insights on the subject, as well as what they expect takeovers to achieve in the industry.
Why Have Bar Takeovers Become A Popular Trend In India?
It often takes one try and local bars and their customers fall in love with the takeover experience. For Loya at Taj Palace, New Delhi, bar takeovers are an opportunity to collaborate with award-winning mixologists and establishments who bring world-class innovations and fresh perspectives, elevating the guests’ experience. “These events introduce our patrons to diverse cocktail cultures while staying true to the rich storytelling-centered ethos of Loya,” says Dilbar Singh Rawat, Head Mixologist.
What the above submission suggests is that while bar takeovers bring new experiences through new flavours, bars need to make sure they are in line with their overarching philosophy, culture, and narrative.
This is what Aranya Sain, Associate Director of Food & Beverage at Kolkata’s JW Marriott meant when he said that the styles of mixologists that the brand invites must align with that of the brand. “Hosting mixologists for takeovers and pop-ups allows us to bring fresh talent and global trends directly to our guests, keeping the cocktail scene vibrant.
“Our selection process focusses on collaborating with mixologists who bring innovative techniques, bold flavour profiles, and a shared passion for crafting elevated drinking experiences. We also consider mixologists who have a strong following, ensuring that their style aligns with our brand’s vision of luxury and sophistication,” says Sain.
For these brands, there’s also the place of diversifying their offerings and imbibing learning and knowledge sharing. The constant interplay of culture, experience, and influences enriches the local menu and helps consumers travel around the world of alcobev while remaining in their neighbourhood bar. As Gurjas Sahni, Founder and Partner of Loca says, it is about incorporating different shades and unique perspectives of the same overriding story.
“We not only diversify our cocktail offerings, but also create an atmosphere of learning and inspiration for both our team and patrons. We see it as a way to celebrate the art of mixology and highlight the unique perspectives of these artists. When selecting mixologists, we look for individuals who bring something distinctive to the table – whether it’s through innovative techniques, a deep connection to specific ingredients, or a unique narrative behind their craft,” he says.
Atilla Iskif, who recently visited India for a pop-up with House of Suntory, reflected on the growing trend of bar takeovers. “There’s a real curiosity in India for elevated drinking experiences. People here are eager to try innovative cocktails and explore global trends, which is exciting to see. I think international collaborations will only grow, bringing fresh ideas and flavours to the mix and making India a key destination for progressive mixology. Japanese spirits, especially whisky and gin, have a finesse that resonates beautifully with the evolving Indian palate. House of Suntory’s dedication to heritage and craftsmanship fits perfectly with this growing appreciation for artisanal spirits. I enjoy blending Japanese refinement with Indian ingredients to create something truly unique. The response has been incredible, and I’m confident this trend will continue to grow as people seek more sophisticated and meaningful drinking experiences.”
Assessing The Impact Of The Intrusive Bar Takeover Trend
There are quite a number of stories of how footfalls increase and sales surge during takeovers. While these are important, it is more about the lasting impression, the change in attitude, and the scenery that such experiences create. Siddhant Hule, Brand Ambassador for Himmaleh Spirits enlightens that such pop-up takeovers enhance creative collaborations, support improved curative experiences, are social media-friendly, and promotes tourism and global exposure.
“This brings a fresh and exciting appeal to regular patrons and attracts cocktail enthusiasts eager to try something different. International bartenders and global beverage brands are participating in Indian bar takeovers. Hence, the concept taps into India’s growing exposure to global nightlife trends. Cities like Mumbai and Delhi are positioning themselves as global food and drink destinations, making these events part of a broader trend towards cosmopolitan nightlife,” says Hule.
Indeed, the impact of bar takeovers transcend the four corners of the bar to capture even the benefits it can have on tourism and the broader economy. But this begins with the catalytic effect it has on the consumer’s attitude to try new things, embrace global experiences, and see their local bar as one that is forward-thinking and dynamic. Sahni says it is about the novelty and excitement that the experiences bring.
“They bring a sense of novelty and excitement, as each takeover introduces new cocktails and fresh perspectives, keeping our regular guests engaged while attracting new faces. These events allow customers to explore innovative drinks, interact directly with guest mixologists, and be part of the ever-evolving cocktail scene. “Our collaboration with Sidecar was a milestone for 2fifty9 The Bar, bringing their award-winning mixology and signature blends to our patrons. The event showcased innovative cocktails and cemented our reputation for partnering with the best. We also hosted its first international bar takeover with Yeonghwi Yun of Bar Cham, Seoul, ranked 20 in Asia’s 50 Best Bars 2024. Known for modern Korean mixology, Bar Cham offered a rare taste of Seoul’s vibrant cocktail culture in Kolkata. We’ve definitely noticed an increase in footfall during takeovers, especially from younger, more adventurous crowds eager to try something unique,” he notes.
Sain and Rawat agree with this perspective, adding that bar takeovers attract new and adventurous customers as well. “The allure of a bar takeover lies in the promise of an exclusive, one-of-a-kind experience. For our regular patrons, it’s an opportunity to see their favourite bar at Loya in a new light, with exciting additions to the usual cocktail offerings. Meanwhile, new guests are often drawn by the buzz surrounding the event, especially as word-of-mouth spreads through social media, personal recommendations, and media coverage.
“This increased visibility generates curiosity, encouraging a broader range of guests to attend, from cocktail enthusiasts to those looking for an immersive and memorable night out. As a result, we typically see a noticeable increase in footfall during these events, with both familiar faces and newcomers filling the venue. We’ve had the privilege of hosting bar takeovers featuring some of the world’s most renowned mixologists, representing bars that have earned prestigious spots on both the World’s 50 Best Bars and Asia’s 50 Best Bars lists. These collaborations have truly elevated the experience at our Loya Qissa. Our takeovers have spanned across the globe, with guest bartenders hailing from illustrious venues like Locale Firenze in Italy, Native in Singapore, Vender in Taiwan, and Le Chamber in Korea. Each of these bars is celebrated for its innovation, craftsmanship, and unique approach to mixology, and having their top bartenders behind our bar has been nothing short of phenomenal,” says Rawat. Adding to these perspectives, Hule says there is also the aspect of the craft and how takeovers enhance mixology and promote the work of mixologists.
“Bar takeovers play a significant role in promoting mixology as an art form and are crucial for the growth and recognition of mixologists as these takeovers give mixologists a platform to showcase their creative mastery, exchange knowledge and culture at the bars the takeovers happen, an opportunity to directly interact and engage with consumers, educating them about the products and drinks being served making takeovers very important from the point of view of mixologists and brands,” he states.
Sharing his viewpoint, Iskif explains, “Bar takeovers and pop-ups are an exciting way to bring my personal style and craft to different audiences. The inspiration comes from the desire to push boundaries and introduce new experiences to people who might not have the opportunity to visit my bar. These events allow me to share my passion for mixology with a broader audience, engage directly with guests, and gain fresh perspectives on how different cultures interact with cocktails.”
Challenges And Obstacles To Successful Takeovers
Challenges of logistics, planning, and preparation often hamper successful takeover events. This is why understanding what is needed and planning ahead is important. Although the element of surprise can be good, it is always best to pre-inform your customers and people in the city of a takeover event and plan ahead based on estimated attendance. A typical issue to resolve is who takes care of the travel and logistics cost; the host bar or the visiting team?
When resolved, it is important to follow up to ensure nothing goes wrong. More importantly, the host bar has a role to play to ensure that guests show up in large numbers to make the experience worth it. Guest mixologists must also be properly accommodated, move around the city seamlessly, and well taken care of. Another major aspect is the event itself.
One thing that Rawat talks about is the availability of ingredients. “One of the primary tasks is making sure that all the necessary ingredients are available in sufficient quantities and meet the quality required for the event. This involves coordination with suppliers to source rare or specialised ingredients that might not typically be used in our regular menu. It also requires close communication with the guest mixologist to understand their cocktail recipes, preferred brands, and any unique components that may need to be procured well in advance,” he says.
As for Sahni, it is more about ensuring that the bar setup meets the specifications of the visiting mixologist. “One of the main challenges is aligning our bar setup with the guest mixologist’s specific requirements. They may bring in unique ingredients, equipment, or techniques that our team needs to adapt to. This requires detailed pre-event coordination to make sure we have everything on hand and that our space is conducive to their style.
“We also need to prepare our staff thoroughly. This involves briefing them on the special cocktails being served, any new methods or ingredients the mixologist will use, and the flow of the event,” he adds.
The Future Of The Bar Scene In The Face Of Rising Takeovers
It is clear that bar pop-up takeovers have come to stay. With positive feedback across the board and a desire to continue to innovate and curate new experiences, there’s no limit to what the future holds. This is what Rawat suggests when he says there’s so much to look forward to in the future. “As customers increasingly seek out curated, bespoke experiences that go beyond the ordinary, bar takeovers have become a way for venues to stand out in a competitive market.
“They provide a platform for experimentation, where bartenders can push boundaries and patrons can engage with something new and exciting. Moving ahead, we are confident that this trend will continue to grow and evolve, becoming a significant part of the nightlife landscape in India.” However, he warns that venues and visiting mixologists have a role to play to sustain the growth trend, especially in the area of maintaining high standards and being flexible.
Sain’s opinions are similar to those of Rawat with regards to sustaining the trend. According to him, all hands must be on deck. “As long as we continue to innovate and keep the experiences fresh – whether through unique themes, storytelling, or collaborations – I believe bar takeovers have a sustainable future in India’s nightlife, especially in cities like Kolkata that are eager for new culinary experiences,” he says.
Pritisha Borthakur