Indians have a long association with whiskey. Strong vocals complement the Indian palate quite well. But that is not all. A tough competitor is slowly running out of the bottle. The number of gin aficionados is gradually increasing and has reached a stage where a clear pattern can be seen.
IWSR, a global market quantifier for wine, spirits, cider and beer, has released a report that reveals that Indian gin drinkers prefer to give their martinis a desi touch. This means that Indians are opting for brands that are bottled within the country’s borders.
Globally, the compound annual growth rate (CAGR) of gin is projected to grow at 4.5 percent between 2021 and 2025. An analysis conducted for Indian drinkers has revealed surprising results. Gin consumption has doubled in two years – from 80,400 cases (one case is 9 litres) to 1,68,000 cases.
Another testament to the brilliance of local brands in comparison to already established brands is the growth of Greater Thane, which overtook Bombay Sapphire, the longtime leader in the segment, a brand backed by Bacardi. Other brands like Greater Than, Beefeater, Sansar, and Terai are doing surprisingly well.
“Locally produced Crafter gins have shifted the center of gravity in the category and have enjoyed particular success,” IWSR analyst, Jason Holway, reports The Economic Times. He said imported gins, with fewer issues with authenticity, have become much stronger, with a smaller base of growth.
Gin’s expansion in India has its roots in Goa, with a number of new brands emerging in the recent past. In May, an event called The Gin Explorers Club was held at Mahalaxmi Race Course in Mumbai. Several domestic brands such as Doja, Jaisalmer, Stranger & Sons, gained a wide drinker base. An upcoming brand of gin called Sativa features organic hemp in the spirits blend.
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