Luxebook June 2022

Making a comeback Suri credits the West for providing inspiration to young drinkers, helping them become more open to experimentation. “Today people have become open to experimentation, looking to the West for innovation and inspiration. Because gin is a great spirit to work with; it is versatile and works well with pretty much any food and ingredient. And so, it has made a comeback and is here to stay.” Over the past couple of years, gin has had quite a moment in the spotlight, especially in India. “Gin has had a 360-degree makeover in Indian markets with over 15 brands launched since 2017,” says Batra. that enjoys distinct flavours, gin had to make its mark. “India as a country has a strong flavour palette. Our culinary landscape is diverse and as a community, we are inclined towards intense ingredients, flavours and especially spices.” She believes it to be India’s yearning for flavour, spices and botanicals that draws people towards gin, especially homegrown gin. It is a proud moment for India too, as it has shone a light on Indian botanicals, celebrating the distinctive flavours that define the very origin of homegrown gin brands. “Today people are opting for homegrown labels because they Knowingly, homegrown gin has been one of the biggest contributing factors. As of 2022, there are more than 15 homegrown gin brands that are constantly creating new flavours. These companies have created a niche in the market and are expanding the gin drinking population in India. The overall consumption population in India may be limited to a meagre 1%. However, considering the massive population of India, 1% is a big market that is still expanding. Homegrown gin Batra points out that in a country celebrate Indian flavours. And while every homegrown gin incorporates Indian botanicals, they are all unique and different from each other,” says Batra. According to Suri, gin has transitioned over the years and is now seen as a millennial’s choice of drink. Its growing popularity has led to the opening of small distilleries across the country, that specialise in Indian flavours, defining a superior quality gin. “In addition to small scale distilleries, the development of artisanal tonic water has taken gin-and-tonic to a whole new level of finesse. As craft gin and tonics became the buzzword, brands in India woke up and paid attention to it, creating gin as a lifestyle rather than a commodity.” Gin explorers Movements like the “gin-revolution” or “ginaissance” are a result of the growing popularity of gin. While these have already taken shape internationally, these movements are only just beginning in India. “Thanks to increased demand, global and homegrown craft gins have taken over the beverage scene in India. While we see trends come and go, this gin- naissance is here to stay,” says Suri. “Craft spirits have been working towards making gin affordable as the movement is being led by passionate entrepreneurs who want India to be part of the global craft gin movement by creating a quality product.” Aside from homegrown brands, gin festivals have also helped the gin movement in India. The Gin Explorer’s Club, for instance, was conceptualised in 2018 by Batra and Suri who wanted to see more of the spirit in India. The duo believed that the gin craze had already begun internationally but wasn’t growing at the same pace in India. People were still cautious about the spirit and weren’t too keen on experimenting. And so, the Gin Explorer’s Club was launched as an experiment that has now grown its audience. “The Gin Explorers Club is a platform for brands to come showcase their spirit and build immersive experiences,” says Suri. “We built the Gin Explorers Club to educate the Indian consumer about this playful spirit which comes with so many unique flavours.” The festival displays gin brands which are both homegrown and international, along with multiple artisanal Indian tonic brands and cocktail bars with sections dedicated to gin cocktails. After four successful years in New Delhi, the fifth edition of the festival was held in Mumbai for the very first time. 32| 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 | 33