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When the Bubble Burst: New homegrown liquor brands adapt to new normal


Express News Service
It’s 2019, and the Indian liquor industry has never seen better days. Across the sub-continent, new homegrown alcohol brands are being brewed, distilled, and beyond, by a new generation of Indian vintners, brewers, and distillers.
Meanwhile, something else is brewing in a foreign land, where in a sniffle becomes a sneeze that becomes a pandemic, and suddenly all these brave new brands, relying on a burgeoning Indian economy, and an increasing millennial demographic with disposable income, have been gutted. Everything changed overnight, muses Rohan Khare, founder of Bad Monkey Beer.
“With in-shop branding not possible and on-trade (bars) closed, we pushed ourselves to interact with consumers totally through the digital medium. The events, offline campaigns, tasting sessions etc were all replaced by online interactions, contests and feedbacks last year in the lockdown and subsequent opening, he says. ....

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Apple cider becomes a favourite for India


Updated:
May 10, 2021 16:12 IST
As young people express an interest in vegan and gluten-free options at the bar, cider a fermented summer drink made from apples attracts interest in India
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As young people express an interest in vegan and gluten-free options at the bar, cider a fermented summer drink made from apples attracts interest in India
A bite into a crisp apple, its juices dripping down your chin, as tart and floral flavours dance upon your palate. These memories are now being translated into a heady summer drink: cider.
In the Indian market since 2017, the drink, which is made from apples and is fermented with minimal processing, has an alcoholic content ranging from 1.2% to 8.5% ABV (Alcohol by Volume a standard measure of how much alcohol, or ethanol, is contained in a given volume of an alcoholic beverage). ....

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