Luxebook June 2022

“W hen we launched Greater Than in September 2017, we were unsure if craft gin would even take off”, says Anand Virmani, co-founder and CEO of Nao Spirits and Beverages, the company that makes Greater Than and Hapusa gins. Five years later, it’s a different story with more than a dozen made- in-India craft gin brands available across the country. What drove this unprecedented growth? Is the market saturated or is there room for more brands to make their presence felt? And more importantly, where can we expect to go from here? We spoke to gin distillers, mixologists, and industry experts to find out. Tapping the market “We were already seeing a gin boom in the UK and Europe with gin cocktails dominating the menus. When Greater Than launched, it brought people who were drinking other spirits into the gin segment and grew the market. What Hendrick’s did around the world, Stranger & Sons did in India with their branding, to make gin a cool drink. So, the segment grew, and it allowed for other gins to enter the market. As the market expanded it allowed bars, restaurants, and most importantly, distributors to be interested in gin as a product”, says Devika Bhagat, co-founder of Adventurist Spirits, which makes Tamras gin. The brand launched in December 2021 and is one of the newer entrants in the Indian craft gin space. What particularly works for Indian craft gin makers is the sheer variety of botanicals available in India — fruits, herbs, roots, and spices — allowing for endless possibilities. Whether it’s the spice- forward Stranger & Sons or Hapusa, which incorporates Himalayan juniper berries, or the delicately flavoured Terai with fennel and holy basil, every gin is unique. “As Indians, we have a strong flavour palate with a special inclination towards spices. Indian craft gins celebrate Indian botanicals that are all so different. That’s why we’re seeing more and more homegrown brands hitting the market”, says Anjali Batra, co-founder of Food Talk India, which has been organising the Gin Explorers Club in Delhi since 2018. The pandemic saw a huge rise in the gin category with the launch of brands such as Doja, Tamras, Seqer, Nilgiris and more. While bars were closed or operated for limited hours, India’s drinking culture shifted from late-night partying to day- drinking, according to Vidhi Puri, founder of The Cocktail Story, a digital platform for all BY PRACHI JOSHI Creative collaborations, limited editions, and a strong focus on cocktails will drive the next stage of the industry’s growth. Indian gin’s moment in the spotlight NAO Spirits - Co-founders left-right: Abhinav Rajput, Aparjita Ninan & Anand Virmani Gin Explorers Club, Mumbai Event GIN REV O LUTION 12| L U X E B O O K | J U N E 2 0 2 2 J U N E 2 0 2 2 | L U X E B O O K | 13