Indian Liquors : Why They Do Not Enjoy Premium Status
I frequently travel abroad and where ever I visit just try to taste and enjoy premium drinks of that region. I tried Single Malts of Scotland, Bourbon of US, Blue Agave Tequila of Mexico, Champagne of France, Grappa of Italy, Sherry of Spain, Victoria Bitter and Copper Beer of Australia, Vodka of Russia or Finland, Caribbean Rums made from sugarcane juice, Rakia made of Apricots, Plums, Grapes from Bulgarian Regions, Borovicka made from Juniper Berry of Slovakia and thoroughly enjoyed. These are some of the drinks which have made their respective region proud and connoisseurs globally long for.
Whenever you expect some friends or VIP guests at home, you try to fetch some bourbon or single malt, if occasion is special then order champagne or try some exotic stuff available from your last foreign visit. Why it did not occur to explore some India made drinks which are comparable with foreign counterparts and lighter on the pocket.
Reasons for the pathetic situation are too many. Indian distillers know well that India is basically whiskey guzzling nation, whatever you produce, will be consumed. Take any Indian whiskey brand, it's sale will outsmart any global brand. So very simple answer is when without making any special effort on quality, consistency or innovation if the sale sours so why to bother for anything. There are few honorable exceptions, Contessa and Old Monk brand rum can easily compete with any imported rum in terms of quality and consistency but lying very low in terms of promotion spent and visibility, the largest consumption is in armed forces, and there you do not need special efforts, people are enjoying both the brands from ages ! Of late, another Indian brand of rum Jolly Roger doing round, it is made of molasses, not the sugarcane juice but still it is liked because of sugarcane juice hint. My point is that looking at the input cost, duties and surcharges, even these brands of Indian rum are costly. Thanks to Gori Mem Sabeb's drinking habits, Gin had been very popular in the country much before independence. If you are used to juniper berry Borovicka, then there is no comparison otherwise good old brand Blue Riband is fine. In the recent time, for no good reason other than promoting some flavored foreign brands of gin and vodka, this Blue Riband was disappeared from shelves. They were travesty of light elegance of unadulterated juniper flavor which is now thankfully available back on shelves.
If you talk about Indian single malt or blended one, the real serious stuff has no doubt been Antiquity in terms of consistency and quality, followed by Mac Dowells and Blenders Pride. Amrut is another Indian Single Malt brand from Banglore which is alluring even Americans and Britishers.Now a days the Indian Market is cluttered with all kind of imported stuff. We need more and more innovative and enterprising Indians who can create quality benchmark in various segment of liquor and threaten foreign stuff whether it is fruit based or grain or molasses segments. It has already been proved by Amrut Distillery Banglore's single malt, the only thing they should also keep in mind check on price and allure growing segment of middle class Indians, who loves quality but conscious of price line also. If such stuff is innovated and marketed well the demand will always be growing.
Whenever you expect some friends or VIP guests at home, you try to fetch some bourbon or single malt, if occasion is special then order champagne or try some exotic stuff available from your last foreign visit. Why it did not occur to explore some India made drinks which are comparable with foreign counterparts and lighter on the pocket.
Reasons for the pathetic situation are too many. Indian distillers know well that India is basically whiskey guzzling nation, whatever you produce, will be consumed. Take any Indian whiskey brand, it's sale will outsmart any global brand. So very simple answer is when without making any special effort on quality, consistency or innovation if the sale sours so why to bother for anything. There are few honorable exceptions, Contessa and Old Monk brand rum can easily compete with any imported rum in terms of quality and consistency but lying very low in terms of promotion spent and visibility, the largest consumption is in armed forces, and there you do not need special efforts, people are enjoying both the brands from ages ! Of late, another Indian brand of rum Jolly Roger doing round, it is made of molasses, not the sugarcane juice but still it is liked because of sugarcane juice hint. My point is that looking at the input cost, duties and surcharges, even these brands of Indian rum are costly. Thanks to Gori Mem Sabeb's drinking habits, Gin had been very popular in the country much before independence. If you are used to juniper berry Borovicka, then there is no comparison otherwise good old brand Blue Riband is fine. In the recent time, for no good reason other than promoting some flavored foreign brands of gin and vodka, this Blue Riband was disappeared from shelves. They were travesty of light elegance of unadulterated juniper flavor which is now thankfully available back on shelves.
If you talk about Indian single malt or blended one, the real serious stuff has no doubt been Antiquity in terms of consistency and quality, followed by Mac Dowells and Blenders Pride. Amrut is another Indian Single Malt brand from Banglore which is alluring even Americans and Britishers.Now a days the Indian Market is cluttered with all kind of imported stuff. We need more and more innovative and enterprising Indians who can create quality benchmark in various segment of liquor and threaten foreign stuff whether it is fruit based or grain or molasses segments. It has already been proved by Amrut Distillery Banglore's single malt, the only thing they should also keep in mind check on price and allure growing segment of middle class Indians, who loves quality but conscious of price line also. If such stuff is innovated and marketed well the demand will always be growing.
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