Luxebook June 2022

There are three main reasons for gin’s popularity especially amongst the youth taste, versatility and the sheer variety of gins. T he British introduced the spirit to India, but it was only hundreds of years later that homegrown gins are finally making their presence felt in India. The rapid increase in demand due to rising popularity of the beverage has made India the fifth largest market for gin in the world. Acknowledging the upward trend Sakshi Saigal, director & co-founder, Third Eye Distillery said, “Although consumption style around gin in India is slowly evolving, we believe that the journey for gin in India is just beginning.” The rise of homegrown gins Catering to the sudden surge, and a competitive international market, individuals have launched many homegrown gins, and today, India is home to many brands that are popular. Think Greater Than (that started the revolution of homegrown gins), Terai, Stanger and Son’s, DOJA, to the more recent ones like Jaisalmer and Samsara, to name a few. “Gin is a very versatile spirit with a potential to be crafted in many unique ways and so, with all the flavours India has to offer, craft gin was the way to go. With young urban India’s pride and loyalty coming back to their roots, they look to homegrown creators for quality products. The recent artisanal, craft gin brands target the youth by making their gins quintessentially Indian, using locally-sourced botanicals such as gondhoraj , hemp, mangoes and Himalayan juniper,” pointed out Shuchir Suri, Founder of Jade Forest & Food Talk India and co- founder of Gin Explorer’s Club. Thesegins aregiving stiffcompetition to international ones available in the market. “Today a lot of Indian consumers are excited to try a good homegrown product without it feeling like a compromise,” added Saigal. Why Goa is the perfect distillery destination BY ARUSHI SAKHUJA The new hub for Indian gin makers Beachside, Goa J U N E 2 0 2 2 | L U X E B O O K | 19 18| L U X E B O O K | J U N E 2 0 2 2 GIN AND G OA