Precious Sips

Initially,it was available only in the hotels,but then the demand from retail increased and now,you can walk into almost any wine shop and pick the designer bottle,” says Sumedh Singh Mandla,CEO,Aspri Spirits Pvt Ltd,Mumbai. Importing liquor since 2004,Mandla has seen a rise in the sales of premium whiskies,vodkas and wines. At the launch of the vodka drink inspired by “sophisticated and elegant women”,Tommaso Cavalli had said,“Indians keep travelling abroad and they have sipped this drink. So,it’s good that it is now available in their own country. My father thoroughly enjoyed designing the bottle.” The bottle,almost like a signature Cavalli dress,is an instant eye-catcher with its animal prints and encircling serpent theme.

At Kue Bar,Westin,Pune,Patron Tequila and Beluga Vodka have become high-sellers,even though some would raise their brows at the price tags. “Patron Tequila would retail at Rs 9,000 a bottle or Rs 600-800 a shot at hotels,” says Mandla. The tequila was recently launched in Pune and Mumbai,and Bengaluru and Delhi will follow soon. It is usually sold by the bottle,says Chandan Thakur,F&B Manager,Westin. “Even the Beluga is ordered by the bottle if we get large groups. One bottle is approximately priced at Rs 60,000. In the last three weeks,we sold two bottles,” he adds. For girls ordering at the bar,the Diva vodka (Rs 45,000 – Rs 50,000 a bottle) is another drink of extravagance. The average age of the luxury drink buyers is 25 to 40 years. Onkar Singh,F&B Manager,Hyatt Regency,Pune,says,“The rare whiskies at the hotel include Glenfiddich 40 years for Rs 18,000,Macallan 30 years at Rs 5,000 and J W King George V at Rs 4,500 for 30 ml pegs,plus taxes.” And for those wishing to purchase a bottle,some discounts may be considered.

It’s suggestive selling rather than up-selling,feels Thakur. “The client is exclusive,somebody who understands his drink,” he adds. At the Marriott Hotel and Convention Centre in Pune,the Bar 101 pays homage to the king of tipples. The whisky lounge has premium brands like King George V,Talisker 25,Highland Park 30,to name a few. And they all cost Rs 3,500 upwards for 30 ml. “The market for luxury alcohol in India has expanded in the last couple of years because of the increase in disposable incomes,” says Gagandeep Singh,F&B Manager,at the Marriott.

And the bars are only going to get bigger and better. “In the next few months,we are going to have luxury beer brands,tequila pistols and alcoholic creams and foams to add to drinks,” says Thakur.