New Delhi : Niti Biyani, a public policy advocate, was never a drinker. But in mid-2020, at a tiny house gathering in Delhi, Biyani tried her first berry-infused gin cocktail and never looked back. Biyani now counts himself as one of the enthusiasts who enjoy a drink even at home, as the intermittent Covid lockdown restricts the bar’s operation.
Biyani is now looking for recipes for gin-based cocktails. His bar cabinet has both Indian and foreign brands such as Greater Than, Tanqueray and Stranger & Sons.
Soon, it will have a wider assortment to choose from as Pernod Ricard plans to launch its premium Malfi and Japanese Key No Be Gin brands in India. In addition, Beam Suntory is bringing its premium Sippsmith London Gin to India and has expanded its Roku Gin distribution. Several other Kraft gin brands are also in the pipeline, said people working closely with the spirits companies.
Premium brands are eyeing India as companies have a huge consumer appetite for alcoholic beverages. Consumer interest in the drink was heightened with the launch of craft gins and aggressive promotion through curated experiential events such as the Gin Explorers Club and Gin Sling.
While the pandemic reduced India’s overall gin volume by more than 50% in 2020, premium gins registered a volume growth of 16.9%, shows data from IWSR Drinks Market Analysis, which provides data on the global alcoholic beverages market. does. IWSR has projected premium gin to grow at 11.1% annually till 2025. commodity price is up ₹3,000 is considered a premium by the IWSR.
Diageo India, which sells Tanqueray and Gordon’s gin, is also looking at flavored variants of both the brands. “The category continued with double-digit growth in FY21, but not at the levels seen earlier. However, we are seeing the same level of growth coming back,” said Abhishek Shahabadi, Vice President and Portfolio Head, Luxury and Premium Brands, Diageo India.
He said the company received early signs from changes in alcohol consumption in the home and stepped up marketing initiatives to enable consumers to replicate experiences at home.
Although India is predominantly whiskey-drinking, as upmarket, urban consumers see new forms of social engagement, experiences built around various alcoholic beverages have been favored. Gin, for example, generally appeals to consumers aged 21-45.
Anand Virmani, co-founder and CEO of Now Spirits & Beverages, which sells Hapusa and Greater Than Gins, said the tipping point for gin consumption in India was 2019, when several events to experience gin at locations in Bengaluru and Delhi were organized. “That sparked excitement and engagement,” he said.
The pandemic caused a significant change in the consumption of gin at home. “It’s nice that people were already getting addicted to gin when they go to the bar; it really helps to translate that into a situation where they can sit at home and enjoy a cocktail,” Virmani said. said.
“The popularity of gin is a global phenomenon, with experimentation going through the roof,” said Karthik Mohindra, chief marketing officer, Pernod Ricard India, which sells Beefeater and Monkey 47 gins. “There are also some craft commodities of local origin that have come about,” he said.
Still, companies are waiting for consumers to return to the bar as the pandemic ends.
Rishi Wali, Senior Commercial Director, Beam Suntory India said that gin has emerged as one of the most exciting categories in recent times, and the boom is here to stay. “As consumers return to the bar, a hybrid model is set to emerge as domestic consumption remains relevant. The brands it is set to benefit from,” he said.
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