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 drink.

When 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 you're 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 adapting.

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Slowly trending
"A new culture of ‘slow drinking' 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 high-quality 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 well-balanced, 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 technique," shares Vikram Achanta, co-founder of 30BestBarsIndia, and founder, and CEO of Tulleeho.

Even 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 Achanta.

"As the spirits and beverage market evolves, it's 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 it's 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 16% 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 low-alcohol 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 volume," says Bhagath Reddy, CEO and founder of Comte de Grasse.

Reshaping consumer preferences
Leti Blagoeva, co-founder, SLAB Ventures says, "We're 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, we're seeing a similar trend with white spirits as well. D'yavol Single Estate Vodka is indeed a testament to this shift, as we consciously chose to produce a vodka worthy of sipping - without necessarily having to mix or dilute the liquid. Whether it's through the use of unique black pearls in our filtration, or the fact that we employ a grain-to-glass process - our aim has always been to produce a smooth, crisp, and well-rounded vodka.

She goes on to talk about how consumers are trying out upcoming brands, "Even with dark spirits, we're 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 non-legacy 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 storytelling."

"The Indian drinking audience is at a certain stage of maturity - armed with an ‘experience over excess mindset', 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 feature-led approach where they prioritize the legacy behind the bottle - production techniques, terroir, nuanced ingredients, flavour profiles and more. This culture of experience-led consumption is the foundation of spirit communities and appreciation clubs - avenues where real conversation takes place," Keshav Prakash, founder and curator of The Vault Festival.

Translating slow drinking into experiences
The 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, "Major 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 ‘story behind the sip', indicating a growing curiosity towards the narrative and heritage of a spirit. Curating India's first ever slow-drinking event, we focused on our visitors' curiosity-driven mindset. The Vault Festival is a conversation-forward space that puts consumers first. They are constantly on the lookout for snackable trivia-style information and allows them to be part of the culture of spirit appreciation.

Tipplers are looking to engage in informed decisions when it comes to spirits, and are attracted by experiences such as new cocktail menus, takeovers, global pop-ups - where they are integrated into an exclusive setting that is of global repute."

Another aspect of choosing the experience-over-excess mindset, is purpose-driven purchasing, according to Prakash. He shares, "With the rise in disposable incomes, price is no more a barrier to purchase. New-age enthusiasts are experimenting with spirits across the premium and ultra-premium categories - simply because they want to experience liquors of the highest quality that embody niche, pedigree stories. Hence, the focus on limited-editions, special releases, and private labels is drastically going up as they find their spots in discerning home bars."

How are bars across India adapting
"Recognising this trend, bars and bartenders are placing a strong emphasis on storytelling in bar menus - 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 consumers' understanding and appreciation of beverage programs, thereby improving their overall drinking experience.

Additionally, 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 experience," explains Achanta.

Speaking about the overarching trend, he observes, "The ‘slow drinking' 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 no-alcohol bar menus. We are seeing mixologists craft non-alcoholic bar menus that move beyond overly sweet and synthetic mocktails to offer bar-goers elevated, complex, and balanced flavours."