Well, why not? Gagan Sharma talks us through an audacious product innovation by Indian gin makers
The science of distillation is India’s gift to the world. We enlightened the world with the study of botanicals, spices, citruses and their application as medicines, saving precious lives around the globe. Ayurveda literally means ‘the knowledge of life’. Ergo, we were bound to be proficient at making gins. Since the first Indian craft gin landed on our shelves, just five years ago, we now have approximately four dozen expressions. And, having gained confidence from creating and expanding this space, surviving the pandemic and altering the habits of the drinking classes, these craft elixirs are becoming experimental, even to the extent of changing colour. They are taking on the uber-attractive brown spirits market (rums, brandies and whiskies), of which we are champions
too! I call them ‘Brown Gins’. With several examples released, they’ve ignited conversations worth having, and raised a few questions: Is it just bonne chance? Is the brand- loyal, price-sensitive Indian public ready for this intruder into their drinks territory? Is there space on your shelves for these gems?
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