Five drinking trends that are set to dominate 2024

India's evolving palate and discerning spirit enthusiasts are witnessing a remarkable renaissance in the world of spirits. To cater to the whims of the evolving Indian drinker, distillers and mixologists are constantly experimenting with ingredients, techniques, and flavour profiles. Whether it's the popularity of agave spirits or the increasing demand for limited-edition spirits, there is always something exciting happening in the world of alco-bev. To keep you updated, industry experts and mixologists list five drinking trends that are set to dominate in 2024.

The allure of limited-edition
"The curiosity around premiumisation and a growing taste for unique and imported blends are driving prominence which will continue to grow. The Japanese whisky market in India has grown tremendously allowing for a steady entrance of new blends and variants in the market. Concurrently, an uptick in investing in rare and limited-edition whiskies has also emerged as another growing trend among consumers. This reflects a broader cultural shift, where individuals perceive rare whiskies not just as spirits but as tangible, appreciating assets, adding value to both their home bar collection and financial portfolio," shares Ruchika Gupta, marketing director, Beam Suntory India. She believes the inclusion of rare whiskies in the prestigious Knight Frank Luxury Investment Index (KFLII) to be one of the reasons behind the increasing allure of rare whisky. Gupta tells us that in response to these rising trends, Beam Suntory continues to expand its portfolio with two limited-edition whiskies -Yamazaki 18-Year-Old Mizunara, and Hibiki Japanese Harmony."

"As small-batch productions double up as perfect collectables for their home bars, enthusiasts in India are waiting to get their hands on a limited-edition release. Especially in the whisky collectables space, we have had seasonal editions selling out in under 24 hours.," says Keshav Prakash, founder and curator of The Vault Festival. He finds private labels to be another major point of interest, "Consumers are constantly looking to experience new, premium spirits made with hyper attention to detail to cater to their ever-changing interests. Consumers are willing to pay the price to own or even gift a spirit of stature - that is the captivation behind limited editions,"

Kasturi Banerjee, founder of Stilldistilling Spirits which makes Maka Zai rum, traces the increase in limited-edition releases to the constant experimentation with flavours, ingredients, and techniques by spirit entrepreneurs. She also credits the role played by limited-edition spirits in educating consumers about the nuances of different spirit categories and reinforcing brand awareness. When asked about the evolving perception of rum, Banerjee shares, "Within the rum industry, it has been wonderful to witness the growth of premium sipping rums. The emphasis on quality and craftsmanship has transformed the perception of rum, it is now being recognised as a sophisticated sipping experience that reflects a region's distinct flavours and traditions. We're also seeing interest in rum investment increase gradually, with many limited-edition varieties selling instantly."

The meteoric rise of agave spirits
Unless you haven't visited a bar or watched reels on Instagram in the past couple of years, you will be familiar with the growing popularity of agave spirits in India. Prakash suggests, "A key factor for agave spirits raking up a storm across the nation is the educated demands made by Indian consumers. Thanks to the power of social media communities, Indian consumers have brought the global agave wave into the nation in just 1 - 1.5 years of its inception."

Vikram Achanta, co-founder of 30BestBarsIndia compares the popularity of agave spirits, particularly Mezcal and Tequila, to gin's trajectory five years ago. He proclaims agave spirits as the spirit of choice for 2024 for its versatile appeal, "Many customers are gravitating towards agave spirits, both for cocktails and sipping - a trend driven in part by the spirit's perceived low-calorie and low-sugar properties. We're also seeing some Agave-focused bars as well as exclusive menus that showcase the distinct flavour profiles of Tequila. As production and availability continue to remain a challenge in India, it's exciting to see more local producers emerge, introducing premium products and expanding the category."

Manoj Singh Rawat, head mixologist at Manifest Hospitality which runs popular restaurants Sorano and Mehico, believes that the once-overlooked agave is claiming its well-deserved spotlight finally. Rawat elaborates, "Celebrated for its versatility, agave is now being championed in more innovative forms. Agave spirits, like tequila and mezcal, elevate cocktails with nuanced sweetness and earthy notes. They bring depth, complexity, and a unique character to cocktails, offering a rich sensory experience that can't be replicated with other ingredients. Its versatility allows for a wide spectrum of cocktails, from smoky and bold to delicate and refined, making agave a cornerstone of exceptional mixology."

Charm of storybook menus
"In this evolving landscape, we're also seeing a shift in consumer tastes, marked by an inclination towards complexity and exploration," shares Rawat. According to him, the younger generation, well-versed in emerging alcohol brands, is pushing this transformation, thereby leading to a greater demand for signature and speciality cocktails which extends beyond just the drink, involving the entire dining and cocktail experience.

The mixologist explains, "It's no longer enough to simply present a great drink, it's about creating an experiential journey. One big way we're seeing this play out is in the presentation of cocktail menus, which are crafted with elements of storytelling, allowing consumers to connect and engage on various levels. Compelling storytelling can transport patrons on a journey. By intertwining narratives of ingredients; origins, mixologists' inspirations, or cultural anecdotes, menus become more than just lists - they become immersive tales. This then creates an experience that enriches the enjoyment of the drink, fostering deeper connections with guests. We're not just in the business of crafting cocktails, but curating experiences."

Charting the growth of bar menus to cater to the consumers seeking experiential diversity, Achanta observes, "While in the past much of the narrative was centred around paying tribute to a bar's city, today, there is a stronger focus on heritage, culture, and art - with bars often investing six to eight months to craft these stories. We are also observing more thoughtfully designed menus that not only showcase the drinks but also establish a meaningful connection between the consumer and the bartender. Providing details such as cocktail styles, glassware types, sweetness measures, and ABV percentages enhances the consumer's understanding and appreciation of beverage programs and cocktails - improving their overall drinking experience."

Technologically driven cocktails
Hands down the most interesting trend on this list is the technology-driven cocktail. Gone are the days when all one needed was a cocktail shaker, a stirring spoon, and a strainer. In their pursuit of concocting the most complex cocktails, mixologists are experimenting with ingredients and advanced techniques, which has led to world-class equipment finding its way to bars across India. Shelton Fernandes, beverage head at PCO, reveals, "Bartenders and mixologists are currently utilising various equipment such as rotary evaporators, centrifuge machines, and sous vide for crafting cocktails."

The cocktail-forward bar has an ever-changing menu - the latest being ‘Ode to Textiles'. The expert shares, "To achieve consistent flavour textures and infusions, we've incorporated sous-vide to infuse vodka with goji berry and Campari with betel leaf." In a sous-vide machine, liquids and foods are vacuum-sealed, and slow-cooked in water at constant low temperatures until fully infused."

Local and artisanal to remain in focus
A global movement inclined towards the consumption of local products has not skipped the alco-bev sector in India. Be it adoption of local ingredients, or the production process, consumers are seeking brands that align with their beliefs. Fernandes bats for the continuation of local and artisanal offerings, he says, "Consumers are showing a growing interest in locally produced and artisanal products. This trend is likely to lead to an increased emphasis on regional flavours, unique production methods, and collaborations between local breweries, distilleries, and farmers. In our latest menu, we've made a conscious effort to incorporate local spirits and utilise locally sourced, readily available ingredients such as betel leaf for Campari infusion, cashews for cashew foam, and banana chips and aam papad for garnish.