Exploring the Sip Revolution

ThinkPad Session IV explored the Sip Revolution in India, emphasising on minimalist cocktails that prioritise quality over quantity, the rise of curated cocktails, advanced cocktail making techniques, and the value-for-money proposition. The session also highlighted bar takeovers and their tangible and intangible benefits to both bars and alcobev companies.

The session was led by dynamic alcobev entrepreneur, Ankur Chawla - Founder of Scope Bev, who was the moderator of the session. Kama KM - Founder - The Drinking Safari & The Big Bhang Theory, Rohan Carvalho - Proprietor[1]Bar Square Hospitality Services, Varun Sudhakar – Founder, Bar Bundle, and Sweta Mohanty - PR Marketing and Brand Educator at Aspri Spirits, Angad Singh Gandhi[1]Founder of DWD Consulting and Drams with Drama, and Sia Negi - Bar Programme Head at The Library Bar, The Leela Palace New Delhi, were other distinguished.

Dynamics of Bar Takeovers

On the emerging trend of bar takeovers, panelists explored the dynamics between brands, venues, consumers and bartenders as Ankur artfully mooted the topic before the panelists to deliberate. Sia, from the renowned Library Bar, unfolded the story by sharing the allure of bringing international bartenders to the local bars. “These collaborations create memorable experiences for consumers,” Sia said. On the significance of bar takeover, she listed, “We get the chance to introduce new flavours and techniques to our customers, and thanks to liquor brand sponsorships, we can offer premium cocktails at competitive prices.” However, Sweta chimed in with the flip side of it. “Yes, bartenders and bars get all the applause during these events but the brands, which make it all possible, often end up sidelined,” she said. According to her, brands invest significantly but their presence is hardly noticed amidst the excitement around visiting bartenders and their cocktails. “It is like we are invisible,” she remarked. And, that set the stage for some interesting takes from the panelists. Ankur said in a measured tone that the bar takeovers were brilliant. He asked Sweta to list what she wanted out of a bar takeover. She responded, “Firstly, the brand should get highlighted along with the individual. In most bar takeovers in India, everything else gets overshadowed and the outlet and the individual who has come down are highlighted,” she viewed. Angad differed from what Sweta said while asserting, “I totally agree that it is the individual and the bar which get highlighted, but India is a dark market for alcobev products and brands can’t advertise as per the regulation. So, there is a huge opportunity for brands to advertise through these bar takeovers as well.” That was when Kama, a renowned mixologist known for his quirky beverage concepts, joined the discourse. He remarked, “The trick is storytelling — like I do with The Big Bhaang Theory. When bartenders tell a brand’s story in their own way, it feels natural. The cocktail isn’t just a drink — it’s an experience with layers.” Kama stressed that the focus should go beyond ROI, as sales legally benefit the bar, not the brand. He explained that companies like Diageo had shifted towards creating immersive consumer experiences, but these often result in the brand being overshadowed. He outlined the need for a balanced approach between the outlet, individual, and brand, along with pricing cocktails affordably to drive consumption. “The experience is great, but the brand sometimes gets lost,” Kama conceded while calling for strategic collaboration. Sweta pointed out a communication gap with influencers, saying they tend to highlight the bar, bartender, or mixologist more than the brand. “They know what they are doing, but the brand needs to stay central to all these,” she reiterated. While influencers post actively, Sweta noted that brand mentions were minimal due to regulatory enforcement, affecting brand visibility in the process. Ankur echoed the need for affordability, underscoring that affordable pricing should encourage greater participation in bar takeovers. Sweta added that when invited to events, she always ensured a balance in coverage between the venue and the brand, but reinforced that brands “must set clear expectations.” All participants agreed that creating value for money while maintaining brand visibility is key to effective bar marketing. At that moment, Varun, who works closely with a hospitality group, joined in. He added, “We are highlighting the brand. Whatever creative effort we make in bar takeovers, there is always a way to give it back to the brand. At the same time, we are all experienced partners. Create one good video. Let them shoot it. Give them maybe one hour to make a reel. That is also marketing.” The conversation deepened, with everyone reflecting on how brand, bar, and bartender could collaborate more meaningfully in bar takeovers. “Ultimately, it is about balance. Bartenders like me want freedom to experiment, but we also need brands to trust that we honour their essence in our creations,” Kama did put forward. The panel wrapped up the bar takeover subject on a hopeful note, with a shared sense of purpose. The future of bar takeovers isn’t just about shaking interesting and innovative cocktails; it was about crafting experiences that gives every player— brands, bartenders, and bars, their moment in the spotlight.

Classic vs Modern

Switching to the next topic, the moderator set the tone for participants to examine the balance between innovative techniques and classic mixology. Discussion started exploring the innovation in the light of creativity and practicality in combination of modern techniques with traditional flavours. Ongoing comparison between classic and innovative culinary experiences, particularly within the bartending scene, was elaborated by Kama. He likened this dynamic to the food industry, where comfort foods like dal makhani and butter chicken coexist with modern Indian fusion dishes, such as those found at upscale restaurants offering small plates and multi-course menus. It is being observed that patrons often seek out these modern fusion experiences initially but tend to eventually revert to their regular comfort foods. He added “This pattern also applies to bartending, where bartenders frequently experiment with new cocktail techniques to impress consumers. However, many drinkers will initially explore innovative cocktails before returning to their classic favourites.” According to the speaker, not everyone is inclined toward trendy options like clarified drinks; instead, they often prefer fruity, visually appealing cocktails that present a fuller experience. After deliberating at length on the topic, Kama concluded that both innovation and tradition were essential in bartending, as classics must remain integral to any menu; highlighting their timeless appeal. Building on Kama’s perspective, Rohan’s point centered around the significance of putting a modern twist on classic cocktails; likening them to timeless songs. “Classic drinks, such as Old Fashioned, resonate with many, just as popular tracks from the ‘70s and ‘80s continue to capture listeners,” Rohan remarked. He added that to engage newer audiences, especially GenG, bartenders needed to infuse these classics with contemporary elements — similar to remixing a favourite song. By introducing unique flavours, creative presentations or compelling storytelling, bars can attract a broader audience and encourage experimentation beyond simple highballs. This approach can not only enhance the overall drinking experience but also inspires patrons to a culture of cocktail appreciation. Ankur summed it up by saying, “I would say that people are also more experimental and open to new things than they were a few years ago.” Eventually, consumer preferences drive the need for innovation within the hospitality industry. Bartenders must continually adapt and refine their craft to remain competitive. Unlike in the past, when cocktails were made simply by mixing ingredients, today’s bartenders often spend hours preparing components to deliver an exceptional experience. This commitment to innovation is vital for engaging guests and standing out in a market, further ensuring that classic cocktails remain relevant while appealing to modern tastes.

RTD in India

The moderator mooted the idea to deliberate on RTD (Ready to Drink). Globally, RTD is gaining traction and India’s beverage market too is gearing up to embrace the RTD category. Buzz is around about the category. But, the mute question is, is the Indian market ready for RTDs? Varun opened the forum while commenting that there is lots of confusion around RTD in the Indian market. “There is not even a proper forum in India that educates people about RTDs,” he expressed. Responding to Ankur’s query on India’s stake in RTD, Angad, who is known for his exceptional insights on alcoholic drinks, said, “In India, public drinking is still frowned upon. We all love to do it, but it’s still not allowed.” This is impeding the growth of RTD in India. “However, RTDs do really well in countries like France or England where going in a park and having a drink with a friend is all legal and cool,” Angad viewed. To further substantiate his argument, he remarked, “I don’t feel India is only a price sensitive market, but it is more of a value sensitive market.” For RTD’s landscape in India, Angad believes that RTDs are still largely consumed in India by the people around 28-30. On the RTD market in India, Kama highlighted that a couple of products catered well to consumers seeking quick intoxication at a low price. He talked of a product which marketed as a spritzer with 15 percent ABV, sells purely through word-of-mouth at around Rs 180 per pint. He rightly suggested that in India, consumers prioritised alcohol intake over brand experience. He remarked, “consumers who are drinking, they don’t know what they are drinking... They just want to intake alcohol in a short span of time and don’t want to spend too much.” Rohan too pointed out that, “The consumers in India by and lrge, do not care that much about the flavour as they do care about the value for money.” According to Rohan, many new RTD brands, particularly in Goa, prioritise ABV over ingredients or flavour to capture consumer interest. Advancing the discussion, Ankur mentioned that Italian Negaroni’s popularity was due to its ABV.

More About Experiences

Angad highlighted that alcobev brands were breaking societal barriers and gender biases, normalising drinking for women in India. He praised both global and Indian brands for driving this cultural shift and evolving their communication strategies. He said, “Brands are breaking the barriers... and pushing the entire rationale of breaking the gender bias.” He also did put forward a contrast between aspirational alcobev ads in yesteryears, like that of Bacardi’s, with today’s surrogate messaging, which focuses on experiences rather than direct alcohol promotion, which reflects on the changing cultural norms. Panelists were honoured with exclusive gift hampers from Estuary Water, adding a refreshing close to the vibrant discussions.