Indians are trying out ‘slow drinking’

Slow drinking is a practice that has gained popularity in recent years as people look for ways to be more mindful and intentional in their daily lives It involves taking the time to savour each sip of a beverage rather than quickly gulping it down One of the primary benefits of slow drinking is that it allows you to fully appreciate the flavours aromas and textures of your drinkWhen you slow down and pay attention to these aspects you may notice subtle nuances that you might have missed if you were drinking quickly Whether youre enjoying a glass of wine a cup of coffee or even just a glass of water slow drinking can be a great way to enhance your experience and fully enjoy the beverage We spoke to hospitality experts who chart this global movement and how consumers and bars are adaptingSlowly trendingldquoA new culture of lsquoslow drinkingrsquo is gradually gaining popularity in India signalling a significant shift in consumers drinking habits towards a more mindful and sophisticated approach to spirit consumption with a focus on quality over quantity Consumers today expect much more from their drinking experiences opting for highquality ingredients fresh flavours and the right amount of spectacle The era of overly sweet and syrupy cocktails is fading making way for a preference towards wellbalanced complex flavours and natural ingredients As more homegrown brands emerge across categories such as whisky gin and rum we are seeing a growing appreciation for premium artisanal and craft spirits along with a keen interest in storytelling history and techniquerdquo shares Vikram Achanta cofounder of 30BestBarsIndia and founder and CEO of TulleehoEven in categories like Tequila for example that have in the past been associated with shots as a preferred consumption format a certain group of consumers are now looking at consuming tequila and mezcal as sipping spirits as per AchantaldquoAs the spirits and beverage market evolves its becoming increasingly clear that the trend towards quality over quantity is here to stay While some may attribute this shift to the pandemic I believe its a trend that predates COVID and is influenced by a variety of demographic changes Based on data from IWPR women make up almost 35 per cent of the premium and super premium spirits market despite only constituting 1637 of the overall market This coupled with the increasing health awareness among millennials and Gen Z has resulted in a shift towards a mindset of slow drinking While this trend may have started in the West I believe India is gradually catching up and we can expect to see a shift towards lowalcohol and conscious drinking in the coming years This presents a unique opportunity for liquor and spirits companies to focus on delivering value and quality to consumers rather than simply driving volumerdquo says Bhagath Reddy CEO and founder of Comte de GrasseReshaping consumer preferencesLeti Blagoeva cofounder SLAB Ventures says ldquoWere definitely seeing a shift in consumer preferences and a great example of that is the shift towards sipping liquids Earlier only certain distinguished dark spirits enjoyed that kind of discernment but now were seeing a similar trend with white spirits as well Dyavol Single Estate Vodka is indeed a testament to this shift as we consciously chose to produce a vodka worthy of sipping ndash without necessarily having to mix or dilute the liquid Whether its through the use of unique black pearls in our filtration or the fact that we employ a graintoglass process ndash our aim has always been to produce a smooth crisp and wellrounded vodkaShe goes on to talk about how consumers are trying out upcoming brands ldquoEven with dark spirits were seeing a broadening of the category where people are keen on experimenting with liquors like aged rums fruit brandies and blended malts Consumers also seek out nonlegacy brands in a search for unique palates and more importantly unique stories The resulting dram pushes the boundaries of what a sipping spirit can offer in terms of both flavour and storytellingrdquoldquoThe Indian drinking audience is at a certain stage of maturity ndash armed with an lsquoexperience over excess mindsetrsquo that translates to drinking better instead of more Consumers are now seeking value in every experience they partake in and are engaging in conscious consumption They are driven by a featureled approach where they prioritize the legacy behind the bottle ndash production techniques terroir nuanced ingredients flavour profiles and more This culture of experienceled consumption is the foundation of spirit communities and appreciation clubs ndash avenues where real conversation takes placerdquo Keshav Prakash founder and curator of The Vault FestivalTranslating slow drinking into experiencesThe Vault Festival hosted curated a vast range of experiential zones including a slow drinking event to cater to the evolving preferences of consumers Prakash elaborates ldquoMajor attractions that received immense love from the audience were the Ardbeg Pursuit of Smoke where visitors were treated to a multisensorial experience that took them to the heart of whisky production at Islay Scotland It is interesting to witness how consumers are interested in the lsquostory behind the siprsquo indicating a growing curiosity towards the narrative and heritage of a spirit Curating Indiarsquos first ever slowdrinking event we focused on our visitorsrsquo curiositydriven mindset The Vault Festival is a conversationforward space that puts consumers first They are constantly on the lookout for snackable triviastyle information and allows them to be part of the culture of spirit appreciationTipplers are looking to engage in informed decisions when it comes to spirits and are attracted by experiences such as new cocktail menus takeovers global popups ndash where they are integrated into an exclusive setting that is of global reputerdquoAnother aspect of choosing the experienceoverexcess mindset is purposedriven purchasing according to Prakash He shares ldquoWith the rise in disposable incomes price is no more a barrier to purchase Newage enthusiasts are experimenting with spirits across the premium and ultrapremium categories simply because they want to experience liquors of the highest quality that embody niche pedigree stories Hence the focus on limitededitions special releases and private labels is drastically going up as they find their spots in discerning home barsrdquoHow are bars across India adaptingldquoRecognising this trend bars and bartenders are placing a strong emphasis on storytelling in bar menus ndash with a deeper focus on crafting stories that showcase heritage culture and art By providing details such as cocktail styles sweetness measures and ABV percentages in menus bars are enhancing consumersrsquo understanding and appreciation of beverage programs thereby improving their overall drinking experienceAdditionally bars are curating unique and immersive experiences including tasting sessions masterclasses and food pairing events that allow consumers to explore and appreciate the nuances of different spirits Bartenders and mixologists are also instrumental in guiding consumers through this journey providing knowledge and recommendations to enhance their drinking experiencerdquo explains AchantaSpeaking about the overarching trend he observes ldquoThe lsquoslow drinkingrsquo movement also reflects a broader trend towards wellness and mindfulness With more consumers consciously choosing to not drink or to drink healthier cocktail bars are growing in sophistication when it comes to their low and noalcohol bar menus We are seeing mixologists craft nonalcoholic bar menus that move beyond overly sweet and synthetic mocktails to offer bargoers elevated complex and balanced flavoursrdquo