In The Mix With India's Cocktail Culture

The cocktail has had a tremendous change in its narrative, from being a mere mix of spirit and flavours to embodying creativity, building experiences, and becoming the quintessential protagonist of every story that starts with “That was a good day.”

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In India, the current cocktail culture took some time to become as magnanimous as it is today; but the culture is here to stay, and how. From 2016 to present day, umpteen restobars, lounges, and isolated on-ground experiences have kept cocktails at the helm of what they offer consumers. And who are these consumers?

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• The hard worker who just wants a break
• The extrovert who needs a reason to party
• The introvert who drinks in their own company
• Friends, old and new, looking for something to bond over
• Unabashed lovers of alcohol and all things fancy

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Truth is, cocktails have always existed; however, their entire landscape has taken an interesting turn, with connoisseurs, mixologists, and bartenders upping their game by (quite) a few notches.

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Priyanka Blah, Academy Chair at Asia’s and World’s 50 Best Bars and Editor at the Dram Attic, has first-hand experience in not just watching India’s cocktail culture flourish, but also contributing to its finessing.

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“The way India drinks has evolved considerably in the last decade. We’ve gone from one of the larger brown spirits markets in the world to one of the most watched cocktail markets as well. Consumers have had a taste of the best cocktails around the world and expect that when they go out drinking here, and so many of our best bars are delivering that experience beautifully. I think we are at the cusp of something special. “

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Drinking has been recreational for centuries, but crafting, curating, and finessing alcohol in the form of cocktails is a rather fresh phenomena. Over time, experts in the hospitality business have understood the need of the hour; cocktails, the nuanced and exquisite kind, are a must-have for seekers of great experiences. From larger festivals to house parties, cocktails have nuzzled their way into all possible ‘good times’, and also created opportunities for creativity to really shine through.

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Co-founder and Co-creator at The Big Forkers, Sid Mewara, has more to add to India’s evolving relationship with spirited concoctions. “India's relationship with alcohol is changing rapidly. It's no longer equally divided between the “whisky-on-the-rocks’ lover and the ‘I drink to get drunk’ consumers. While there remains a sizable market for the above, more and more aspirant Indians are taking the time to savor crafted cocktails made with well-made, small batch distilleries that are curated and created by some of the finest in the business. And they’re willing to pay the price that comes attached.”

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And so, it’s pretty clear that India’s cocktail culture is only going to get bigger, louder, and tastier, catering to an audience that is not just aware of their options, but also constantly looking for the next best drink. So whether you’re looking to pour up a fabulous experience for said consumers, or simply want to be a part of the next big cocktail soiree, the folks at Overture always have something stirring up, in the mix, (and every other cocktail reference you can think of).

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P.S.: Never drink and drive.

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