FROM SHOTS TO SUCCESS

India’s alcobev industry is one of the fastest-growing ones globally, show recent studies. RIAAN JACOB GEORGE talks to some of the insiders for insights into the prevailing trends.

- RIAAN JACOB GEORGE

ACCORDING TO REPORTS, India's alcobev segment is among the fastest growing segment in the country. Underpinning these statistics are a host of paradigm shifts in terms of consumption behaviour. Premiumisation, for instance, is the trend leader, contributing to higher turnovers. There is also the rise of the cocktail culture, a shift of demographics, and the mushrooming of homegrown spirits and brands.

RISE OF THE INDIAN BARTENDER

"People are now respecting bartenders like they're respecting chefs," says Evonne Eadie, head of World Class & National Advocacy Lead, Diageo India. "We're witnessing a bartender revolution where the consumer in India is now appreciating the skill and creativity in mixology," she says. There is a massive shift towards premium cocktails in India. Be it Hennessey doing social media campaigns on cognac cocktails or Johnnie Walker hosting cocktail nights in major cities or Godawan showcasing single malt paired cocktails, there is so much buzz around cocktails.

At the very core of this cocktail culture in India is Diageo's annual World Class bartenders competition that gives a platform to bartenders all over India. Following a rigorous process, one India representative is chosen to showcase at the World Class finals. Last year's Sydney finals was attended by Delhi's Sahil Essani, while this year's edition will take place in Sao Paolo, Brazil, with finalist Aashie Bhatnagar.