Flavored and colored alcoholic beverages are rapidly gaining popularity in India as more consumers seek unique and vibrant drinking experiences. Witnessing the growing demand, domestic alcoholic beverage brands are also introducing new products to cater to this small but growing category.
Recently, Rajko Khaitan
By the way, in 2016, flavored vodka sales accounted for 45% of Radiko Khaitan's total vodka sales. This number has increased significantly, reaching 65% this year.
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This category offers new and unique experiences to consumers and attracts young, urban, LDA (legal drinking age) consumers who want to experiment with alcohol and seek new experiences. “This is typically the 25-40 age group in urban areas who have seen their parents enjoying classic alcoholic beverages. Now that they have started drinking alcohol, they recognize themselves as We're looking for something unique that we can do,” says Vijay Kautekar, executive vice president of sales (domestic) at John Distilleries, the Indian alcoholic beverage company that produces Paul John's popular singles. malt whisky.
The company's Fireball Cinnamon Flavored Whiskey is the largest flavored brand and an international product in the portfolio of the company's partner Sazerac. “Apart from flavored whiskies, our gins are infused with a variety of natural botanical flavours,” Kautekar said. For example, Roulette has a clean Indian flavor, while Malhar has two variations: Malhar Classic, a typical dry gin, and Malhar Citrus, a citrus variant.
Amar Sinha, Chief Operating Officer, Radico Khaitan, said: “Flavored and colored drinks have been consistently trending, but have experienced a notable surge in popularity post the COVID-19 pandemic. ” he said.
Most recently, in November, Piccadilly Distillery, an independent malt spirits company in India, launched Kamikara 3 Years (YO), a 100% pure sugar cane juice rum aged for three years in American oak barrels. Did. This differs from most Indian rums, which are produced using molasses or grain ENA (extra neutral alcohol).
“Kamikara was born out of a desire to revive India’s age-old distilling tradition. When we launched the limited edition Kamikara 12YO, we announced that we were the first ever Indian distiller to win a gold medal at the prestigious IWSC Awards 2023. This led us to expand our rum portfolio and make the golden elixir more accessible,” said Siddhartha Sharma. Founder of Piccadilly Distillery.
Last July, Radico Khaitan launched another product in the flavor category, Happiness in a Bottle – Joy of Pink. An extension to the company's color gin category, this variation introduces unique ingredients. ashwagandhaknown for its energizing and mood-uplifting properties.
“Flavored alcoholic beverages simplify the process, eliminate the need for various mixers, and provide an easy and simple way to enjoy drinks. Cocktails can be made without the complexity of mixing multiple ingredients. We will provide you with the enjoyment of
Vodka, gin, and even rum are making a comeback in the flavor category. A standout product in the Radico Kaitan lineup is the 1965 Spirit of Victory Lemon Dash Rum, released in September 2022, which, as the name suggests, is a white rum with lemon flavor. is injected. “Its success is due to its exceptional versatility, which allows connoisseurs to create a variety of cocktails while tasting the unique and original flavors that characterize this spirit,” said Sinha. .
Overall, the flavor and color categories are still small but growing. “We are seeing a lot of interest in our products in this category, but most of the attention is in urban areas. Sales numbers are not yet comparable to traditional alcohols such as whisky, but we will continue to We expect sustained demand for the product/category. As a result of this demand, our products like Fireball will be used in premium on-premises locations such as pubs, lounges and microbreweries, vibrant locations frequented by younger generations. It is already available in ,” added Kautekar of John Distillery.
