Whisky cocktails are redefining consumption patterns in metros this summer, says Angela Paljor
The loyal drinkers of “whisky on the rocks with a twist” or the ones who preferred it with soda have been switching to a more colourful whisky cocktail culture. And this trend is something that majors are tapping into for expanding their market this summer.
As bars in metros are buzzing with a new-found craze for whisky cocktails, James Pennefather, Managing Director, William Grant and Sons, India, tells us, “It’s driven by a combination of three things: bartenders with better skills, an increasingly vibrant bar scene along with drinkers who have an international outlook and are keen on experimenting different drinks and a new demographic of women.”
Few know that a whisky works better in a cocktail than the traditional white spirits, vodka and gin, simply because it has a bouquet of flavour profiles that go with various ingredients. Some of the mixes that are a hit at home are Spey Tea, Oak fashioned and Solera Roso, all of which jell famously with the lime and lemony.
India is the biggest whisky market which provides a huge space for the distilleries to experiment. Rohan Bhardwaj, the brand ambassador of William Grant and Sons, says, “The global trendsetters of cocktail culture are london, New York and Singapore and now Delhi and Bombay are the lead runners followed by Bengaluru and Hyderabad. Over the last few years, some really fantastic cocktail bars have popped up across the country. Our job is to help the bartenders understand whisky and to encourage them to experiment with it. last year, Glenfiddich launched its experimental bar programme in India, where a bartender collaborates with an artist and together, they work on cocktails. Bartenders have always been excited about cocktails but now customers are taking a keen interest in the toss-up. Besides, most Indian bartenders have had an experience working at five-star hotels in Dubai and Singapore and bring back their own specialties.”
Events such as whisky-tasting sessions and the celebration of World Whisky day on the third Saturday of May have helped create an environment of true appreciation. Adds Bhardwaj, “We conduct a lot of workshops which include educating people about Scotch whisky, the various types of whiskies and the craft that goes into making them. I personally take these tasting sessions and travel around the country educating people about the romance of Scotch whisky and what makes it the most popular brand around the world.”
Bhardwaj feels Indians are very curious about accents and flavour profiles, especially the single malt consumers. “While we have a certain audience that we cater to, there are ambitious people who want to upgrade from one whisky to the other, just as they want to move forward, towards better jobs, better cars and better lives. There is a whisky ladder and our job is to make them aware of the different whiskies that are available for them.”
Whiskies have also found their way as the most preferred accompaniment to Indian dishes, especially tandoori kebabs and chicken. The smoky flavours from the charcoal-fired tandoor complement the strong malts that are soaked into the meat which triggers the taste buds. “American whiskey can be paired with most Indian foods, mostly the barbecued items,” shares Yangdup lama, the American Whiskey Ambassador.
lama feels that American whiskey, with over 200 years of history, is resurgent as they moved from barley and rye to using corn. “Now it is all set to take the world with its innovation and new age spirits with all the original recipes leading from the front,” he adds. It can be a base of cocktails because its “unique characteristic is the flavour that comes from the new charred oak barrels like vanilla and spice and the mash bill which has the combination of grains that also adds to the final character. But the most important thing about American whiskey is the use of new charred white oak barrels that contributes to at least 80 per cent of its character.”
