Indian Ingredient Infused Flavored Beverages and Spirits to Trend This Winter Season
Indian Ingredient Infused Flavored Beverages and Spirits to Trend This Winter Season

With the upcoming holiday season, there is a profound change expected in the beverage segment across various parts of India. Due to the pandemic, consumers and hobbyists had invested their disposable time in experimenting with various beverage preferences. This in turn has led to a growing and renewed preference for flavored drinks and spirits that are infused with local Indian ingredients. 

According to The Godrej Foods Trends Report 2022 - Collector's Edition, with households opting to spend quality time with their loved ones, within the close comforts of their homes this season, consumers are expected to once again relive the experience of choosing beverages and spirits which include Indian ingredients.

“Thanks to the pandemic, there was a focus on looking at what ingredients and recipes were available or possible in India, leading to experimentation with new flavors, but with an Indian edge. The next year is going to reinforce this trend even within the alco-BEV segment,” said Savio Pereira, Founder, Finest Journeys of India.

“Quality Indian-origin spirits will continue to grow. This is Renaissance time for our young entrepreneurs. They have the passion and grit to make things happen. And indigenous spirits are part of that renaissance too. We must revitalize quality Feni and bring Mahua to the world,” added Shatbhi Basu, Mixologist, Author, and Owner, Creative Consults.

“The beverage space is at a very exciting stage of evolution in India currently. From once being just an accessory to food on restaurant menus, today the beverage segment is a vibrant dynamic space of immense growth and evolution! The Indian beverage space was the most hard-hit within F&B in the pandemic, but also the quickest to pivot and reinvent itself,” commented Rushina Munshaw Ghildiyal, Curator and Editor, the annual Godrej Food Trends Report.

She further added, “Consequently today the Indian diner has the best of Indian beverages both when dining out and at home Conversations around beverages have always been exciting, from Indian wine claiming its space on global platforms, to the craft beer revolution, from the growth of non-alcoholic beverages to the continuing rise of Indian spirits and the phenomenal evolution of Indian coffee into its 4th wave. It’s only going to be more exciting in years to come, and it's most definitely going to have a very strong made-in-India spirit!” 

Key Findings for 2022

  • Indian Ingredient-Infused Flavored Beverages and Spirits: 52.4 percent of the food experts predicted, flavored beverages and spirits which are brewed with indigenous ingredients, will find an impressive favor amongst people indulging in the Christmas and year-end festivities 
  • Strong Preference for Indian-Made Spirits: 47.6 percent of the panelists stated that there is a strong preference and inclination towards Indian-made spirits, by consumers. Quality Indian-origin spirits are expected to grow as indigenous spirits such as premium quality Feni and Mahua could drive this change.
  • Homemade Fermented Drinks: 47.6 percent of the panel foresees home kitchens and hobbyists dabbling more seriously in homemade fermented beverages. With families wanting to spend quality time at home, with their loved ones during the festive spirit, Indian households would opt for Homemade Fermented beverages
  • Consumers Opting for Low or Zero alcohol beverages: 38.1 percent of the panel members opine, very interestingly, that there are many consumers who despite wanting to indulge in the merriment, would opt for low or zero-alcohol-based beverages.
  • Indigenous Cocktails: 27 percent remarked that there is indeed a preference for indigenous spirit-based cocktails too. A newfound appreciation of all things Indian will work as a catalyst for consumers in India sipping on indigenous-based cocktails.


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