THIS ARTICLE IS POWERED BY
-Meghana Harikumar (cbedit@imaws.org)
As the winter chill blankets the Indian subcontinent, the air is infused with anticipation, and the festive season comes alive with the clinking of glasses and the spirit of celebration. As we gear up for the culmination of the year, Christmas and New Year’s Eve festivities in India are not just about exchanging gifts and sharing laughter; they are also an ode to the evolving world of alcohol trends. From innovative cocktails that marry local flavors with modern mixology to the rise of craft spirits and the emergence of sustainable sipping practices, the landscape of festive libations is undergoing a fascinating transformation. Join us on a spirited journey as we explore the top alcohol trends that promise to add a touch of glamour and flavor to this year’s Christmas and New Year’s Eve celebrations across the diverse tapestry of India.
Offers, a catch
Amidst the revelry of Christmas and the anticipation of a New Year, bars and restaurants across India are not just venues for toasts and gatherings but are also rolling out enticing offers to elevate the festive spirit. From curated tasting menus to exclusive cocktail packages, establishments are stepping up their game to offer patrons an unforgettable experience. Special discounts, happy hour extensions, and festive-themed concoctions are becoming commonplace, enticing both regulars and newcomers to indulge in the merriment. Whether it’s a complimentary glass of sparkling wine on arrival or enticing package deals for groups, the hospitality industry is pulling out all the stops to ensure that the celebrations are not only memorable but also value-packed. As we countdown to the ringing in of the New Year, these offerings serve as a delightful invitation to savor the season’s joy and cheer within the welcoming ambiance of bars and restaurants across the country.
“In anticipation of the Christmas and New Year seasons, we are excited to unveil a range of unique alcoholic offerings and promotions that align with evolving customer preferences. To capture the festive spirit, we’ll introduce unique holiday-themed cocktails that showcase innovative flavour profiles and incorporate seasonal ingredients, providing our customers with a distinctive and celebratory experience. Additionally, recognizing the growing interest in health-conscious choices, we launch promotions highlighting our premium low-alcohol and alcohol-free alternatives – ‘Drupel’ in Hyderabad and Bengaluru and ‘Strong Braggot’ in our Andhra Pradesh outlets. These beers are crafted to deliver a satisfying drinking experience without compromising taste, offering a thoughtful choice for those seeking a lighter celebratory option. Our goal at Ironhill is to create a dynamic and inclusive festive experience, and our unique offerings and promotions are designed to cater to the diverse preferences of our customers during this joyous season,” said Teja Chekuri, Founder, Ironhill.
“We are excited to unveil an exclusive holiday beverage experience for the Christmas and New Year season. Our specially curated cocktail menu is designed to reflect the festive spirit, offering innovative and seasonal concoctions that cater to evolving customer preferences. From enticing Marshmallow vodka infusions to dazzling Flambé banana cocktails, our team of skilled mixologists has meticulously crafted these one-of-a-kind beverages to elevate our customers’ celebrations and provide a truly memorable experience,” said Keenan Tham and Ryan Tham, Founders, KoKo and Foo.
“To cater to the changing preferences of customers during the Christmas and New Year season,could consider introducing unique alcoholic offerings and promotions such as festive-themed cocktails, western style Mulled wine, also known as spiced wine,is an alcoholic drink usually made with red wine, along with various mulling spices and sometimes raisins, served hot or warm. It is a traditional drink during winter, especially around Christmas. or specialty spirits infused with traditional Indian flavors. Offering discounts or special packages for group celebrations or hosting themed events with live music and entertainment can also be a hit during this festive time. It’s always a good idea to keep an eye on current alcohol trends and preferences to ensure that your offerings align with what customers are looking for,” added Suraj Kumar, Co-Founder, Chapter One Bar Main.
Festive Fusion Cocktails
Expect a fusion of tradition and innovation in the cocktail scene this holiday season. Mixologists are crafting festive concoctions that blend classic Indian flavors with modern mixology techniques. Picture a masala chai-infused whiskey or a refreshing basil and pomegranate gin cocktail, each sip telling a story of cultural richness and creative mixology.
“Absolutely! During the festive season, there are some interesting trends in customer choices when it comes to alcoholic beverages. People often gravitate towards festive-themed cocktails throughout the annual calendar depending on the festivals eg Diwali, holi, Independence Day etc and wines during winter, and champagne for toasting celebrations. Craft beers and artisanal spirits are also gaining popularity as customers look for unique and flavorful options. To align with these preferences, you can consider adding seasonal cocktails with festive flavors, offering a variety of sparkling wine options, and showcasing local craft beers and artisanal spirits on your drink menu. It’s all about providing a diverse and exciting selection that caters to the festive spirit,” said Suraj.
“Inevitably once the winter season settles, the majority of the preferences shift towards hot drinks or cocktails rather than cold drinks. So we definitely tend to keep at least a few drinks that keep you warm and cozy during this holiday season,” said Himanshu Bisht.
“We at Foo have observed a distinct trend in customer preferences during the festive season, with a clear inclination towards festive-themed cocktails that embody the spirit of celebration. In response to this observed shift, we are adapting our drink menu to align with these preferences. Our updated selection includes a variety of meticulously crafted cocktails that showcase the rich flavors of the season, incorporating ingredients such as cinnamon, banana, white chocolate, and strawberries. This thoughtful curation aims to provide our customers with a delightful and seasonally inspired beverage experience,” said Keenan Tham and Ryan Tham.
Local and Global Flavor Infusions
Mixologists across the country are embracing indigenous ingredients and traditional spices to craft cocktails that resonate with the rich fabric of regional diversity. Imagine the warmth of cloves and cardamom enhancing a winter-themed whiskey concoction, or the refreshing burst of citrusy kaffir lime leaves elevating a gin-based creation. Whether it’s the earthy notes of saffron in a vodka infusion or the aromatic blend of fennel and coriander in a craft cocktail, these local flavors not only tantalize the taste buds but also tell a story of the vibrant and varied culinary landscape of India. This festive season, expect your glass to be a canvas painted with the bold and intricate strokes of the country’s own culinary heritage, as mixologists masterfully blend tradition with the contemporary in every sip.
“When incorporating local flavours and ingredients into our alcohol offerings, we pri oritize creating a unique and memorable festive experience for our customers. Our approach involves a thoughtful exploration of indigenous elements, working closely with local farmers and producers to source high-quality ingredients that reflect the region’s rich cultural tapestry. We aim to tell a story through our beverages, celebrating the diversity and uniqueness of the local heritage. By embracing indigenous elements, we create a more immersive and festive experience for our customers and contribute to preserving and promoting local traditions. Ultimately, our goal is to craft beverages beyond the ordinary, providing a sensory journey connecting people to the spirit of the festivities and the rich tapestry of flavours our region offers,” said Teja.
“At the heart of our festive alcohol offerings lies a commitment to celebrating the richness of local flavors. We take pride in infusing our cocktails and spirits with unique regional elements, including indigenous herbs, spices, and fruits. By incorporating these authentic and locally sourced ingredients, we aim to provide our customers with a distinctive and memorable festive experience that reflects the diverse and vibrant tastes of our region,” added Ryan and Keenan.
“Incorporating local flavors and ingredients in alcohol offerings has indeed become a popular trend. To provide a distinct festive experience for our customers, we are embracing indigenous elements in our alcohol offerings. We source locally grown fruits, herbs, and spices to create unique and flavorful infusions for our cocktails. We recently curated a few Cocktails based on betel leaf , cinnamon, blue pea flower, jackfruit , clove etc that highlight the rich flavors of our region. By incorporating these indigenous elements, we aim to create a truly immersive and memorable festive experience that celebrates our local culture and flavors,” added Suraj.
Rise of Non-Alcoholic Alternatives
The demand for sophisticated non-alcoholic options continues to grow, with a surge in alcohol-free spirits and mocktail options. This trend caters to a diverse audience, providing alternatives that are not just limited to traditional soft drinks. Expect tantalizing virgin mojitos and alcohol-free botanical spirits to grace the holiday tables.
“While there are always customers who request for our drinks to be made without liquor, we accommodate and recreate the drinks to the best of our ability. For instance, the most popular in this case would be the hot toddy, for which we receive multiple requests to make it without the brandy. Understandably, as it serves as a warming and cleansing drink throughout the day or night,” said Himanshu Bisht, Head Bar Operations, Daysie : All Day Casual Bar.
“In response to the rising trend of health-conscious consumers, we are actively addressing the demand for mocktails and fresh juices during the holiday season. Recognizing the shift in customer preferences towards healthier choices, we have curated a unique selection of beverages that cater to those seeking a mindful and lighter drinking experience. Traditionally associated with indulgence, the holiday season now sees an increasing number of consumers opting for alternatives that align with their wellness goals. Our commitment to providing diverse choices ensures everyone can partake in the festive spirit, irrespective of their preferred alcohol content,” added Teja.
Suraj said, “With the rise of health-conscious consumers, there is indeed a mild growing interest in low-alcohol or alcohol-free options. To address this demand during the holiday season, we have expanded our drink menu to include a variety of enticing low- alcohol and alcohol-free alternatives. We offer refreshing mocktails crafted with fresh fruits, herbs, and sparkling water, providing a flavorful and enjoyable experience without the alcohol content. But however in my opinion We have not noticed a shift in customer preferences towards these alternatives, especially among those who want to celebrate and enjoy the festive season. It is all about providing choices that cater to everyone’s preferences and ensuring that everyone can enjoy the festive season.”
Craft Spirits Take Center Stage
Artisanal and craft spirits are making waves in the Indian alcohol market. Discerning consumers are exploring premium, locally crafted options, be it single malt whiskies, craft gins, or artisanal rums. This shift towards quality over quantity reflects a growing appreciation for nuanced flavors and unique distillation processes.
Decor, the marketing expert
The ambiance of a restaurant or bar becomes a key player in elevating the overall experience. Picture this: as patrons step into the establishment, they are greeted by an enchanting fusion of holiday-themed decor and tasteful lighting that immediately sets the mood for merriment. The restaurant transforms into a visual feast, adorned with twinkling lights, glittering ornaments, and perhaps a touch of seasonal foliage. The carefully curated decor not only reflects the festive spirit but also serves as a backdrop for memorable moments. To complement the visual spectacle, the air resonates with the soulful tunes of holiday classics and contemporary renditions. The music becomes a thread that weaves through the social fabric, enhancing the conviviality of the gathering.
The overall ambiance, a harmonious blend of festive decor and uplifting melodies, works in tandem to create an immersive experience that extends beyond the palate. It becomes a celebration of all senses, ensuring that each sip and bite is savored in the backdrop of a truly festive atmosphere.
“In our restaurant, we carelessly curate a festive atmosphere that enhances the celebratory experience for customers enjoying alcoholic beverages during Christmas and New Year celebrations. The ambience is meticulously crafted through decor, music, and overall design to evoke a sense of warmth and merriment. Our festive decor transforms the space into a visually captivating environment, with seasonal elements and thematic touches that resonate with the holiday spirit. The selection of music is thoughtfully curated to complement the festive mood, creating a backdrop that adds to the overall enjoyment of the experience. Additionally, we pay close attention to the overall ambience, ensuring that lighting, seating arrangements, and other design elements contribute to a comfortable and convivial setting. By combining these elements, we strive to provide a memorable and immersive experience for our customers, making their Christmas and New Year celebrations not just about the beverages but also about the joyous atmosphere they can savour with friends and family,” said Teja.
“When it comes to creating a festive atmosphere, we go all out to enhance the celebratory experience for our customers during Christmas and New Year celebrations. We deck the halls with beautiful holiday decor, including twinkling lights, festive ornaments, grand Christmas tree etc and seasonal accents that create a warm and inviting ambiance. To set the mood, we play a mix of cheerful and upbeat holiday music or a live performance by a musician that adds to the festive spirit. Our goal is to create a joyful and lively atmosphere that complements the indulgence of alcoholic beverages. So, whether you are sipping on a festive cocktail or toasting with champagne, you will be surrounded by the perfect ambiance to make your celebrations extra special,” added Suraj.
As we raise our glasses to bid adieu to the year gone by, these alcohol trends promise a spirited farewell and a cheerful welcome to the festivities that await. So, whether you are a connoisseur exploring craft spirits or a mixology enthusiast experimenting with festive flavors, the Christmas and New Year’s Eve celebrations in India are set to be an intoxicating blend of tradition, innovation, and pure holiday cheer.