Toast to Tradition

Celebrating the Unique Flavour Profiles of Indian Spirits

- XENIA AMSHYD LAM

Recently, homegrown spirits have mushroomed, transforming the palates of green drinkers and garnering international commendation. At the intersection of tradition, history and progressive innovation, lies an industry nurturing exceptional Indian craft spirits. As the world takes notice of awardwinning Indian craft products, the local community continues to revolutionise and build a culture of highquality innovations derived from the grassroots level as it aims to foster a blooming ecosystem of start-ups across the Indian spirits industry.

The idea of 'good' is authentic and rooted in various best practices that stimulate and wow enthusiasts, thereby, building and enhancing appreciation for high-quality craft spirits. Rich stories of ingredients, provenance, sourcing, indigenous craft distillation, maturation and finishing processes are lesser known and through this article we aim to take these to the world.

A conglomerate of these brands has encouraged global initiatives to build a direct-to-consumer experiential ecosystem that anchors its efforts on education, empowerment, advocacy and appreciation of the community of craft spirits and its conjurers, creating a breakthrough experience that weaves together Indian craft stories, ideas and the craft community, thereby, cultivating and nurturing new innovations under one roof.

It's no secret that this rise has seen a modification in the quality of brands building momentum in urban cities, profiting the industry as a whole. With the winds of change, India has witnessed a tremendous increase in the consumption of craft liquor. Consumers are enthusiastic to try new spirits, especially where they see good value for the quality and rarity.