BENGALURU: Mexico has tequila. Japan has sake. Korea has soju. India is now talking mahua. The recent launch of artisanal mahua spirit, inspired by the Indian tribal drink, by Goa-based distiller Desmond Nazareth has put the concept of heritage liquors including tadi, feni and handiya in the spotlight. Industry experts believe that after Goa, Bengaluru could be the key market to raise the profile of these country liquors to the commercial segment.
Nazareth, who heard about successful trials of a sample batch of artisanal mahua at a bar in Bengaluru, believes the flower-distilled liquor will make an excellent base for cocktails. “The IT city is home to a huge population of youth and expats that are welltravelled, open to experimentation and have a high disposable income,” he said.
Nazareth has already tasted success in Bengaluru with his range of heritage liquors agave (tequila) and Nagpur orange liqueur over the past five years. “We have a 30-40% market share in the agave category and 50-60% share in orange liqueur segment in Karnataka, with Bengaluru as our main market,” said he.
His distillery’s mahua has already hit the Goa market where he claims to have sold 200 cases in two months. Bengaluru will see the drink in the next six months. A sparkling mahua, to compete with champagne and prosecco, is also in the pipeline. Mahua fruit Mahua is the only distilled spirit in the world made from a sweet flower. Studies show that India annually produces more than 10 lakh tonnes of mahua flowers, with maximum contribution coming from Chhattisgarh.
Liquor experts, at a panel discussion in Bengaluru, felt that heritage brew is a great marketing tool as it is an India-pride product. Aniruddha Mookerjee, heritage liquor expert, said, “India has a bouquet of heritage liquors from Rajasthan, Goa, Assam and Gujarat. I, however, feel that mahua qualifies to be the national spirit of India as mahua trees have the largest footprint here. It’s grown in 13-14 Indian states.”
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Anthropologist Rahul Srivastava also noted how Goa has already set an example by bringing feni into the mainstream market. “Local power lobbies, moral gaze and element of shame attached to country liquor have not given it the necessary push yet. It works in Goa as the mindset is evolved.”
To which Nazareth added, “The moment we up the game and raise the profile of country liquor with quality distilling, it will be embraced like wine in Europe.”
This World Beer Day Learn How To Tell Your Lager From An Ale Like A Pro
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Beer can be called the drink for all seasons, and reasons. Whether you're chilling at a sports bar with friends or out for a brunch, the many varieties of beer make it possible to pair the drink with any food.
From lagers to India Pale Ale (IPAs), beer lists continue to grow on menus.
Beer can be broadly classified as an ale or a lager; then depending on their flavours and styles they can be India Pale Ales (IPA), pilsners, porters, stouts, and wheat and Belgian beers, among others.
While the major difference between various beers is the yeast and the temperature they are fermented at, here's a list to help you show-off your beer knowledge the next time you head out.
Beer can be called the drink for all seasons, and reasons. Whether you're chilling at a sports bar with friends or out for a brunch, the many varieties of beer make it possible to pair the drink with..
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The beer for beginners, lagers are brewed at low temperatures, using the bottom-fermenting strains of yeast. This yeast has a lower tolerance to alcohol, making many lagers light and crisp (though that doesn’t hold true for all of them and don’t be surprised to spot a dark, rich lager).
Talking about the growing trend of lager consumption in India, Mahesh Kanchan, Vice President- Marketing, Carlsberg India, said, “Lagers are synonymous with a refined and distinctly satisfying taste.
"Known for their deep, full-flavoured malty notes, lagers have seen great appreciation from the Indian consumer base."
The beer for beginners, lagers are brewed at low temperatures, using the bottom-fermenting strains of yeast. This yeast has a lower tolerance to alcohol, making many lagers light and crisp (though th..
Read More
Brewed with top fermenting yeast at warmer temperatures, ales are usually full-bodied with a hoppy finish. Top-fermenting yeast (Saccharomyces cerevisiae) has greater tolerance to alcohol, and hence produces stronger (higher alcohol content) beers.
Ales tend to be darker, have a cloudier appearance, and a stronger, more robust flavour.
Brewed with top fermenting yeast at warmer temperatures, ales are usually full-bodied with a hoppy finish. Top-fermenting yeast (Saccharomyces cerevisiae) has greater tolerance to alcohol, and hence ..
Read More
Perfect for a hot summer day, pilsners are light and refreshing. This beer originated in the town of Plzen in the Czech Republic. Pale lagers were flavoured with a stronger hop called the Saaz hop, resulting in the hoppy Pilsner. Most of them tend to have around 5-6% ABV.
Perfect for a hot summer day, pilsners are light and refreshing. This beer originated in the town of Plzen in the Czech Republic. Pale lagers were flavoured with a stronger hop called the Saaz hop, r..
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Wheat beer, as the name suggests, is made up of at least 50 per cent wheat. The wheat content is much higher than in other beers that primarily contain barley or rye.
While most wheat beers are pale and cloudy, they are also light and refreshing.
Some varieties are Hefeweizen (a Bavarian beer with banana, bubblegum, and clove notes), Dunkelweizen (a darker hefeweizen with a more roasted malt), Weizenbock (a stronger hefeweizen with more fruit and malt flavours), Witbier (a Belgian style wheat beer), Berliner Weisse (a northern Bavarian light and sour beer), and American Wheat (the American version of a German wheat beer).
Wheat beer, as the name suggests, is made up of at least 50 per cent wheat. The wheat content is much higher than in other beers that primarily contain barley or rye.
While most wheat beers are pale..
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You can love India Pale Ales (IPAs), or hate them, but this is one category you definitely can't ignore. IPAs come in a range of styles; some may be bitter and have high alcohol content, while the others will taste citrus or fruity. Some of the common IPA styles include British IPA, West Coast IPA, Oat IPA, Belgian IPA, and Sour IPA.
You can love India Pale Ales (IPAs), or hate them, but this is one category you definitely can't ignore. IPAs come in a range of styles; some may be bitter and have high alcohol content, while the ..
