Rise of Indian Craft Gin Market
The growth of craft gin culture in India
Indian craft spirit drinkers are embracing gin like never before. While whisky and rum have been popular for decades, gin is increasingly becoming the new trendy spirit of choice among the urban population. According to recent reports, the Indian craft gin market has grown by over 50% in the last 5 years alone. This increasing popularity can be attributed to several factors including new experimental gins from small batch distillers, dynamic marketing by brands and rising exposure through bars and festivals.
New local distilleries driving innovation
A key driving force behind the growth of Indian gin has been the emergence of local craft distilleries that offer unique and experimental styles. In the last few years, several small-batch operations have come up across major cities which are producing gins flavored with indigenous Indian botanicals. Distilleries like Stranger & Sons, Greater Than, Jaisalmer Gin etc. are blending botanicals like Darjeeling tea, tulsi, jasmine, lemongrass and berries to craft gins with strong local identities. Their gins offer gin drinkers alternative options compared to usual London Dry styles and have struck a chord with curious patrons. These craft distillers are also taking Indian gin to global markets through exports and recognition at international competitions. Their presence on liquor store shelves and menus has created curiosity among consumers to try locally made small-batch gins.
Growing popularity of premium Indian gin brands
Along with smaller craft distilleries, premium brands like Gordon's, Bombay Sapphire etc. are also cashing in on the rising Indian gin trend. These international brands known for their London Dry styles have strengthened their local marketing and production. Gordon's for example recently set up its first production facility in India. Meanwhile, Bombay Sapphire has collaborated with Indian mixologists and chefs to come up with unique gin-based cocktail and food pairing experiences. Their glamorous nationwide marketing campaigns featuring Bollywood celebrities have significantly boosted the popularity of premium gin cocktails. Such brands dominate the premium segment of liquor stores and are staples at high-end bars and lounges across cities. Market leaders have also introduced variants made with desi botanicals like tulsi and lemongrass. These premiumization strategies are attracting younger urban clientele who wish to experiment beyond the usual whisky on rocks.
Growth driven by dynamic bar culture and mixology
The rise of craft gin in India has been accelerated significantly by the evolution of the bar culture over the past decade. Leading metropolitan pubs and lounges nowadays employ highly skilled mixologists who constantly innovate with gin-focused cocktail menus. Events like World Gin Day, gin tasting sessions and cocktail masterclasses held frequently in major cities have familiarized patrons with flavor profiles, botanicals and appropriate serving methods for different gin styles. Popular bartenders also regularly host gin pop-ups and tours of craft distilleries to immerse drinkers in the gin experience. The increased exposure through innovative cocktail menus and hands-on experience oriented events has piqued novice consumers’ interest in exploring gin. Meanwhile, young urban singles and couples frequent gastro-pubs and premium bars to socialize over premium gin cocktails, further boosting consumption figures. With rising experimentation, gin mixology is becoming an integral part of India's bar culture.
Future outlook for Indian craft gin market
All signs point towards continuing growth of the Indian gin market in the future, especially craft gin styles. Factors like increasing disposable incomes, surging number of mixology venues, evolving consumption preferences and international exposure of younger generations bode well for further gin popularity. Craft distillers are expected to proliferate across smaller cities as well while upgrading their production capacities. Meanwhile, large brands are investing further to establish their premium propositions locally through wider distribution and experiences. With rising awareness, Indians have begun perceiving gin beyond its colonial associations and as an exciting, versatile white spirit with a world of flavor possibilities. If current trends remain, gin is likely to overtake rum and whiskey as the most experimented category within the next 5 years amongst urban populations in India. As the culture strengthens its roots, Indian gin styles might also start gaining popularity abroad in the global market. Exciting times ahead for gin lovers!
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