Vedatya Chaupal Conference 2020

Trends of Handcrafted Wines & Spirits in Indian

Metropolitan Cities

Authors:
Mr. Ankit Gupta (Assistant Professor at Vedatya)
Mr. Harsh Preet Singh Neerav (Vice Principal, IHM Ambala)

March 14, 2023 | Page 1

Introduction
 Wine originated in Georgia and move from old world to new world made
with many methods, same way spirits from grains from Scotland started
and travel decades before with a rich culture and choice.

 Human nature is always to explore things but sometimes things extinct

and we step back to search the traces may be its product or a method and
one of them is Artesian Alcohol – Handcrafted wines and spirits.

 Demand of Artesian Alcohol – Hand crafted wines and spirits is rising like
a red giant star and market share of machinery based alcohol is getting a
challenge.

 Metropolitan cities are demanding unique flavours and alcohol

methodology with more of art in place of using just science.

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Objectives
 The Objective aims how the trends of handcrafted wines and spirits are moving in
the hospitality sector in metropolitan cities and society as youth sommeliers and
crafters are very creative and market is also very versatile.

 It also aims what flavors market is expecting as what people demand, market is
producing.

 The study has great significance for the budding sommeliers, handcrafters and
retailors what will be the futuristic demand and what career opportunities will
stand for them.

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Literature Review

 Wines in India start from Chateau Indage

 Goa & Mumbai is the hub of Artesian Alcohol
 Delhi is moving towards draft and handcrafted beer
 Bartenders acting as silent brand ambassadors for handcrafted wines &
spirits
 Himachal fruit up with fruit wines in a handcrafted way
 Handcrafted Gin bud up with a brand Jaisalmer by Radico Khaitan
 Goan Feni
 Herbal & Fruity Vodkas & Gin
 Are we getting original handcrafted Wine & Spirit or its just a tool

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Research Questions – (By Google Forms)
 Handcrafted wines and spirits capturing how much market?

 What is the scope of handcrafted wines and spirits for upcoming brands?

 Does the taste expectation from wines and spirits made by automated plants moving
back to traditional methods ?

 What kind of taste alternatives can be added in handcrafted wines & spirits?

 Upcoming generation will accept handcrafted wines or spirits or reject it?

 If market of handcrafted wines and spirits boom up what career opportunities will arise?

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Data Presentation

• Data States demand for

handcrafted wines is very less
as 84.6% professionals states a
very small market is looking
but in case of spirits 53.8%
society always eager to have
new upcoming handcrafted
spirits.

• In wines no professional
agrees that handcrafted wines
have no demand but in spirits
again 53.8% market is
weighting for new flavor and a
lot of growth is there.

• 7.7% professional stated media

is not leading to change the
alcohol market choice.

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Data Presentation

• Data states about handcrafted

wines majorly in upcoming
yrs. there is a probability of
new up coming handcrafted
wines up to 46.2% and few
companies states there is little
progress 38.5% by brand
ambassadors of them. So we
can conclude a good progress
for handcrafted wines soon.

• In spirit most of liquor

industry professional state
spirits processing companies
are fooling people up to 84.6%.

• Very few sommeliers or liquor

crafters think negligible
progress in handcrafted wines
and spirits that it is only 7.7%.
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Data Presentation
• Data states as per market,
demand is for handcrafted
wines so 76.9% wine
companies started or planned
with such wines to launch but
30.8% companies working on
both options traditional and
modern methods.
• For spirits as per media and
brand ambassadors data states
only 38.5% industry
professionals believe
companies are making
handcrafted spirits but
process is not completely
traditional its partial.
• As per data only 15.4%
professionals believe
handcrafted wines actually
exists but for spirits no body
ready to accept it as per
eligibility.
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Data Presentation

• Here with data we can

actualize 46.2% crafters
working on fruity and floral
character handcrafted wines,
53.8% working on fruity flavor
and sweet spice notes based
wines and rest on tertiary
46.2% only 7.7% professionals
or industry people working on
simple grape based wines.

• As per data 61.5% professional

believe, Spirit crafters are
majorly working on fruity and
floral base spirits and 53.8%
also believe a major sector
working on some tertiary
flavors.

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Data Presentation

• Here data states that all 100%

industry professionals have a
strong believe that all
companies are working on
handcrafted wines.

• But some professionals 7.7%

don’t believe that in case of
spirits every one is not actually
working actively towards
Handcrafted spirits.

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Data Presentation

• As per data liquor industry

professionals up to 69.2%
believes lot of career
opportunities 30.8% think we
need experienced crafters not
amateurs and few think up to
7.7% it can be done by some
French and Italian crafters
only.

• But for Spirits professionals

believe first look demand than
produce flavor accordingly.
15.4% think its easy and no
need of any more crafters and
only 7.7% professionals believe
we need some very
experienced Scottish crafters
and sommeliers.

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Comments on Trends on hand crafted wines in
Metropolitan cities (By Industry legends)
 It has scope
 Slowly it will pick up with awareness of wine culture
 This will get a boom in wine market
 It is a trend and it is here to stay. Awesome work done in the field of non-grape fruit wines and
Gin
 Hand crafted wines in India will take time but yes a potential market is there.
 It’s a curious case & work in progress. People are open to try something new, but commercial
success depends on numerous factors.
 Educating the consumer on the USP of handcrafted wines will be important. Somewhere on the
lines of Organic food vis-a-vis Volume Commercial food.
 People usually tend to experience anything new in the market. Wine industry is such an
example where new trends in styles and types are not often seen, hence, hand crafted wine will
surely make a boom in the target market but it will take its time to root itself in the taste and
preferences of the consumers especially here in India where there is still allot of light that needs
to be put in to the wine sector.
 Very optimistic

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Comments on trends on hand crafted spirits in
Metropolitan cities? (By Industry Legends)
 It's already growing market. Need to give more time to analysis
 It will come in a trend
 Hand crafted Spirits market is already in process and a good market will stand in
next 5 yrs.
 It’s a small market but people are willing to try something new & unconventional.
 The trend is here to stay in the near future.
 These have taken the market quite allot before the Covid happened. There are a lot
of new gins and vodka that are handcrafted and made in India which really
brought up the appeal in the spirit section. This will continue to rise since spirit
sector is really robust in nature when it comes to demand and supply , hence,
things like handcrafted spirits will surely make a great impact in metropolitan
cities but in due time!

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Recommendations by Industry Professionals
 Major Demand from metro cities is of handcrafted spirits not handcrafted wines.
Handcrafted spirits market is booming and liquor magazines are playing a vast role.
 Most professionals believe Industry is fooling market on the name of hand crafted
wines and spirits so be alert. But in last decade a good stand comes in artesian alcohol.
 All companies majorly working on handcrafted wines and spirits except few.
 Guest expectation is for fruity, floral, sweet spice or tertiary flavors not herbs either
handcrafted wines or spirits in cities.
 All professionals, liquor editors, brand ambassadors working to promote handcrafted
wines and spirits the best. Even bartenders working as silent ambassadors.
 In both sector no doubt a stand of lot of career opportunities and one point comes out
wine process is challenging when we say handcrafted process in comparison to spirits.
 Gin is the winner product these days in Indian metropolitan cities when talk about
artesian alcohol.

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Conclusion

 Handcrafted wines and spirits market is booming and its time to take it to next
level.
 Literature says fashion and dietitians also have a scope to work on artisan
alcohol as a concept.
 Liquor magazines and bloggers getting handsome business from upcoming
handcrafted wines and spirits companies so a scope for wine or spirits
sommeliers with good writing skills.
 Chefs can add value in this context as it relates to flavors as the best
sommelier from India was a Chef. (Mr. Magandeep Singh)
 Lot of career opportunities are arising in this sector so we Hotel Management
colleges can trigger alcohol knowledge to F&B service & production interested
students especially.

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Questions?

Thank You

March 14, 2023 | Page 16