India: How did gin become fashionable again ?
While only 1% of the country drinks gin, it is not such a low figure, considering the Indian population. On the contrary, it means that India is the fifth largest consumer of gin in the world.
Bars have noticed its popularity, especially among the country’s urban youth. Arijit Bose, partner at Bar-back Collective, a beverage consulting company, said: “Bar managers were no longer interested in storing gin, especially high quality gin. They said it was too expensive. Now people are willing to pay for it“. Last year, Bose even organized a gin festival called Gin Sling in Bangalore. Over the weekend, 1,200 gin lovers visited the festival.
Anand Virmani, founder of Nao Spirits, created the first Indian artisanal gins, Better Than, a dry gin from London and Hapusa, a botanical gin. “Two million cases of gin are sold each year in the country, most of them being basic gins.”
Gin is becoming globalized and both men and women appreciate it. Batra, a young journalist and gin lover, said: “Gin is witnessing an awakening all over the world. In the United Kingdom, there has been a massive resurgence, with more artisanal brands. As people travel and drink more, these influences return home with them.”
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