Gin seeing double-digit growth in India
Panjim: Goa has been the epicenter of the booming gin culture in India. With the launch of affordable gins such as “Gin Sin London dry gin” which comes with a lineage from the internationally acclaimed Dr Mohan Krishna-led Cheers group–popular for the creation of Labrodog Scotch whisky and Three Monkeys Indian Single-malt whisky, is also in the forefront in the Gin revolution in India.
Gin is booming in India, already the fifth largest consumer of gin worldwide, but the past 5 years have seen somewhat of a Renaissance revolution. There is now a growing desire in the craft distillers of India to make the world’s greatest gin.
The fast-growing Indian gin market has around 30 gins, and more are scheduled to come out this year alone. Many come with a chutzpah to enter the alco-bev industry where it has become convenient to contract brew at existing distilleries without any distilling expertise.
The cocktail enthusiasts were thinking that despite India being the second largest market for alcohol and having all the raw materials, why was it an average quality producer and not up to speed with gin when the whole European market was seeing a boom in this segment? Anyway, now it’s catching up, Ahoy!
GinSin is booming, which confirms the trade buzz. And, while few figures exist to back up the accelerated growth, the anecdotal evidence for GinSin development is strong, ultimately “it’s only the consumers that decide”. No wonder “GinSin” wins medals the world over for its quality.
“People don’t buy brands, they buy into the story behind brands,” says Dr Mohan Krishna, founder, of Cheers Group. “We wanted to also make sure that while tasting GinSin botanical gin we could take our consumers on a journey through the several natural herbs that go into which you can eat “ adds Dr Krishna.
The Covid-19 pandemic also brought online-based marketing and engagement to the forefront. “GinSin is beautiful to look at, very much Instagrammable, and delicious to drink in a variety of cocktails” opines Ashwin Balivada, CEO, of Cheers Group.
GinSin is a small-batch premium craft gin created using varied botanicals in combination with locally produced Goan honey! “GinSin has performed “very well” in the markets it was launched and has enjoyed success in key cities,” says Dr. Divya Balivada, Global Creative Director, Cheers Group.
Gin will become a category that brings in a lot of new drinkers through innovation. GinSin will continue leading the charge at the retail and pub level for the foreseeable future. Cheers!
