Why the world is toasting Indian spirits

How has the premium spirits industry changed over the last two decades?

Today’s consumers are much more experimental and savvy than they were 18 years ago. In addition to buying the bottle, they also want the source and story they can connect with. Pride in homegrown excellence is growing. Indians are proud of global brands made in India.

When you build a The alcoholic beverage brand, which is completely based on tradition, needs to embrace the local grain and tropical local climate. Typically with souls, the process gives them a unique depth and complexity due to all these factors. That’s why branding is all about celebrating our unique craftsmanship. When we were working in the industry, very few Indian brands were adopted abroad. We have never been famous for offering premium quality liquid to the world. We have never had world-class premium spirits that can stand up to the global powerhouses.

How do you adapt the storytelling of an Indian drinks brand when you take it abroad, especially to mature Western markets?

Originality comes only from being consistent. You cannot tell one story here in India and another story in a mature market. This is your story. Consumers around the world are incredibly curious about India and its single malts. They are open to exploring what the country has to offer. These are mature markets that are familiar with single-origin categories and approach Indian whiskeys with genuine curiosity. We are appreciated for bringing superior quality liquid with a distinctive character.

That’s why we brought products that are deeply rooted in Indian traditions. We introduced products such as Camikara rum, which is pure sugar cane rum. Rum is often associated with the Caribbean, but we have a 5,000-year history of rum in India. Then, the final launch of Cashmir vodka in May. We worked with a heritage wheat grain called. sonamoti—is a rediscovered grain. It has been called the golden pearl, and although it is not a very productive grain, it gives vodka a tremendous character.

So, aren’t there things that Indian consumers are looking for that global consumers are not?

Indian consumers are also in a very rapid discovery phase when it comes to domestic spirits. They are looking for the quality they see in imported brands. Adoption stems from a strong sense of family pride. With people traveling more and experimenting more, with brands like Indri winning top awards, Indian consumers are also realizing that the best in the world can, and often does, come from India. We are very proud to say that we are increasingly becoming part of a global discussion.

Various market studies conducted over time show that young consumers, especially Generation Z, have completely reduced their alcohol consumption. How do you deal with this?

This is true. However, India is also the second country where brown alcoholic beverages are consumed the most. Yes, there is a post-Covid trend not only for Generation Z but also for Generation Y. These they drink less but they also drink better [quality alcohol]. We give them a non-GMO (genetically modified), organic and gluten-free product. We emphasize all this. But as Millennials and Generation Z become more health-conscious, drinking is also becoming more situational and a culture of drinking at home is also emerging more.

Regulations on alcohol marketing in India are strict and are getting stricter. How do you tell your brands’ story to your target audience?

Over time, our focus has changed. For example, you cannot see Indri at any mass event. And we were all about experiential storytelling. For example, we invest heavily in private tasting sessions. We collaborated with Warner Bros. Dragon House series from the world game of Thrones. We did the Millionaire Bartender Challenge for Camikara. The important thing is to honor and appreciate the community.

There have been rumors on social media lately regarding Piccadily Distillery owner Indri and an infamous case involving a member of the promoter family. How do you address these challenges as a marketing leader, especially when building a world-class brand?

We are very proud to work with this company. This brand was not made by one person. This company has 2,000 employees who have worked on these brands. The past is in the past, we are here to create a brand. And we will make sure we build world-class, global brands. This is a campaign that our competitors are planning, and if you ask us, my team or the wider team, it doesn’t really bother us.