The rise of alco-bev culture in 2024

The food and beverage industry plays an important role in the world of hospitality. Like all other sectors, the beverage industry is constantly evolving and sees new trends every season depending on customer preferences. This season has seen rapid growth in the beverages landscape in India, with a focus on innovative approaches, experimental flavours, use of seasonal ingredients and eco-conscious practices.

With the growing demand for high-quality spirits and exclusive bars and today's adventurous consumers excited to try new spirits, the cocktail trend is growing rapidly in India.

Changes in cocktail culture

Looking back, if there's one key drinks trend for 2024, it's the clear shift in cocktail culture – to focus on storytelling, explains Vikram Achanta, founder-CEO, Tuliho and co-founder, 30BestBarsIndia. . He says, “Beverage programs are now dedicated to presenting curated and thematic menus that tell the bigger story of what goes into the consumer’s glass. This attention to detail is evident in the choice of technique, style of preparation and presentation, and selection of ingredients – all of which give consumers a deep appreciation of the nuances in cocktails. The beginning of 2024 saw the rise of low ABV and no ABV cocktail programs – celebrating hyper local ingredients and innovative approaches to mocktail-making. The agave and tequila phenomenon has been undeniably popular, with dedicated agave-focused bar menus bringing the best tequilas and mezcals to the forefront.

The cocktail scene has flourished in India, with specialty bars offering innovative twists on classic drinks. Both trends highlight the growing demand for high-quality spirits. Letty Blagoeva, co-founder of D'YAVOL, elaborates, “Vodka's neutrality makes it a top choice for both consumers and mixologists. With our single estate vodka, we've seen the sipping culture quickly take hold. This trend mirrors what is happening in other categories, such as Scotch whisky, where consumers are looking to drink the spirit and are looking for higher quality whiskies.

year of victory

For the alco-bev industry, 2024 has been a year of wins, literally and figuratively. “With the increasing number of Indian beverages winning accolades on the global stage—such as Godavan’s double win at the London Spirits Competition and the World Whiskey Masters—the global spotlight is on spirits of Indian origin. Whiskey consumption has grown rapidly in India, and so has the appreciation of homegrown, artisanal craft liquor.

Consumers are dedicating themselves to understanding the grain-to-glass experience, and are increasingly looking for liquids that have a character and stature of their own, celebrating the Indian story behind the spirit Yes,” confirmed Vikram Damodaran, Chief Innovation Officer, DIAGEO India.

Collectable culture is at a point of inflection, with consumers eager to acquire limited-edition and exclusive small-batches crafted with a purpose. He says, “Our experience with Godavan 100 and Godavan Exclusive for Taj Mahal is testament to the growing demand for prestigious whiskies.

Sharing notes on the most sought-after beverages in 2024, HV Chinoy, Director, South Seas Distilleries, says, “India's single malts are gaining impressive recognition domestically and internationally. Today, we are seeing extremely old malts being matured in our warmer climates, meaning that some whiskeys coming from India are equivalent to malts aged for decades in cooler climates. As one of the oldest malt producers in the country, we have a rich heritage of mature malts. These exceptional, highly aged single malts are rare and exclusive, and with more of these emerging from India, the world is witnessing the emergence of a new center for excellent and high-quality whisky.

increase in demand

Driven by changing consumer preferences and the increasing trend towards premiumisation, the Indian beer industry is also undergoing a remarkable transformation.

“Although craft represents less than 1% of the beer market, it is rapidly expanding at a rate of 70-80% annually, highlighting the shift towards more artisanal and unique flavors. This trend is particularly evident in urban areas, where consumers are willing to pay a premium for a better beer experience, and in tier II and III cities, where demand for premium craft beer is increasing,” said Co-Founder Narayan Manepalli said. Geist Brewing Company’s “We recognize the importance of staying connected to global trends and adapting them to local tastes. We are focused on introducing craft lagers, which are gaining popularity around the world as balanced and easy-drinkable alternatives to heavily hopped beers,” he explains.

The growing popularity of niche categories reflects a widespread desire for quality and variety in choices.

Raksha Dhariwal, Founder and Managing Director, Maya Pistola Agavepura says, “2024 is celebrating the popularity of tequila and agave so far, making agave spirits the category of choice for experiences as well as cocktail blends. Also for. Premium vintage agaves, along with new celebrity-backed launches and luxury variants, are now the rage, prompting a rapid expansion of agave as a core category. The beverage audience is beginning to appreciate the nuances of drinking high quality mature agave spirits, and there is a particular interest emerging for pure 100% agaves.

He summed it up, “Today’s conscious and adventurous consumer is excited to try and taste new world spirits because of their unique and diverse flavor profiles. As it evolves, there will be an increased focus on high-quality, unique collectibles for 2024 and beyond.