Spiritz Awards When emotions tugged heartstrings!

The ball room of Hotel Leela Ambience, Gurgaon shook with thunderous applause when octogenarian S S Gandhi, one of the oldest stalwarts of the Indian liquor industry, reached the stage to receive Spiritz’s most coveted “Legend of the Industry” award from H E Méntor Villagómez, Ambassador of Ecuador in India.

Almost every eye was wet. Some wept with uncontrolled emotions and many rushed to the stage to touch Gandhi’s feet.  Most of the elders present in the hall had either worked under Gandhi or had an opportunity to work under Gandhi’s

Almost every eye was wet. Some wept with uncontrolled emotions and many rushed to the stage to touch Gandhi’s feet.  Most of the elders present in the hall had either worked under Gandhi or had an opportunity to work under Gandhi’s juniors.  The picture taken with all the awardees with Gandhi sitting on wheel chair and the Ambassador standing next to him will surely serve as a treasured memory for hundreds of the industry people who had a chance to witness this one in a lifetime event.

Gandhi was also visibly moved by the honour. In his thanksgiving speech, he reminisced about his early days in the industry, his days with Vitthal Mallya for whom he created liquor division in the UB Group and his fond memories. In touching words, he said, “You (Spiritz) have given me an opportunity to look at the past and behold the future present here in the hall.”

Despite his poor health, Gandhi travelled along with his graceful wife from his post-retirement home in Panchkula (Haryana) to receive the award. The occasion enables him meet some of his old friends and acquaintances whom he had not met in long years.

The awards night had many other memorable moments where a company, a brand or a leader was honoured with an award. A special award wall was created next to the stage for the winners to get their pictures clicked along with their colleagues to celebrate the winning.

The pictures of award winners and award citations adorn the following pages.

Once the sombre awards conferment ceremony was over, it was party time for the guests who moved from one stall to another, enjoying drinks and chatting with their friends. A really wide and extremely delicious spread of dinner was laid out in the pre-function area to make the night special.

The night was long with no dull moment.

Legend of the Industry

S S Gandhi is the grand old man of the Indian liquor industry, under whom almost all the big names of the industry had trained.

Born in a tobacco merchant family in Quetta (Pakistan), young Gandhi moved with his mother and brother to Agra after the Partition. As a youth, he started doing odd jobs for livelihood. The first stable job came his way when he joined the  British  pharmaceutical  company,  Allen  &  Hanburys. After training in London, he got an opportunity to work with Herbertson as Covenanted Assistant.

In 1979, Vithal Mallya took control of Herbertsons and thereafter  began  the  rise  of  Herbertsons  and  Gandhi.  He was brought to the company’s Bombay office in the import division. Within a year, following the retirement of the Sales Manager, Gandhi was promoted to the post, superseding several seniors. Now, the entire Herbertsons including import, chemical, pharma and consumer products came under him.

Gandhi was instrumental in bringing the company’s liquor business in focus. Consequently, new products like Bagpiper, Romonov vodka, High Society, Raj Driver rum and Caesar brandy were introduced. When Vijay Mallya joined his father’s business, he was kept Gandhi’s understudy for two years.

At the age of 56, Gandhi retired and went over to Khodays and helped the company grow and expand for 3-4 years. This started hurting Mallya. One morning, Gandhi got a call from

Vijay Mallya who had taken over Herbertsons, to meet and rejoin the UB group.   On February 1, 1989 he rejoined the UB group as CEO of McDowell’s and President of the Spirits Division.

Immediately, Gandhi set about revitalizing the company. To enthuse frontline employees who represented the company in the field, he set up a platform, Hamare Haath, Tumhare Saath. Four staff conferences were planned in Kolkata, Chennai, Mumbai, and Delhi. However, just before the first conference, Gandhi was hit by a debilitating bout of jaundice. Then Vijay came forward and conducted the first three conferences himself.

Within 12 months, that is, by March 1990, the company was on par with Shaw Wallace. And, by 1991, it was 20 per cent ahead. By the time Gandhi retired in 1996 and gave reins to Vijay Rekhi, the company was ahead of Shaw Wallace by more than 50 per cent.

Gandhi can be called the guru of surrogate advertising in India. He promoted liquor brands through mineral water, soda and music CDs using surrogate advertising. He also initiated marketing of liquor in PET bottles. He sold half a million cases of Diplomat, packaging the bottles inside PET jars and created the lookalike mini PET versions of full bottles. Under his leadership, as a first, sports events were sponsored by liquor brands.

Gandhi now resides in Panchkula with his wife and leads a quiet life in peaceful environs.

Company of the Year – Gold 

Amrut Distilleries Pvt Ltd

Amrut Distilleries has played a pivotal role in changing the image of India as the manufacturer of cheap liquor in the world’s eyes by launching Amrut Single Malt. This first single malt from India has transformed the perception of global spirits consumers towards Indian liquor manufacturers who are now viewed as capable of providing products of high international standards.

The recent innovative products produced by Amrut include Amrut Two Indies Rum and Amrut Single Malt Whisky Intermediate Sherry. The first of its kind Two Indies Rum is a union of two rum producing cultures– from India (pot distilled from jaggery) and Caribbean (distilled from molasses and sugarcane).

Amrut  Single  Malt  Whisky  Intermediate  Sherry is matured in ex-bourbon, sherry and back into ex- bourbon casks.

Amrut has seen exponential growth within the luxury segment with notable expansion in 44 countries.

Amrut has also been in the forefront of conducting dialogues with the government and tackling industry problems. It also figures among the highest income tax payers. Its income tax returns have consistently been approved without modifications.

On the CSR front, Amrut began its activities decades before the industry started thinking about it and making it compulsory. It took CSR as a voluntary initiative to give something back to the society. The sole aim of its CSR efforts is to encourage societal growth and sporting welfare.

 

Most Profitable Company – Gold

Pernod Ricard India Pvt Ltd

The Indian unit of the world’s second largest distiller Pernod Ricard has been consecutively posting profits. The Indian operations continued strong growth, and last fiscal, Pernod Ricard crossed the Rs 10,000-crore annual sales mark in India, making the country its third-largest market, ahead of its home market France.

The company over the last three years had been consistently growing sales by over 15% on the back of premium brands even as the overall market slumped to less than 3% during the same period.

Pernod  Ricard’s  portfolio  is  exclusively  focused  on  the  more  profitable premium Indian whiskies, dominating the segment with about 48% market share.

Most Dynamic Leader – Gold

Abhishek Khaitan, MD, Radico Khaitan Ltd

Today Radico Khaitan has come a long way from the days when it was called Rampur Distilleries, and young 23-year-old Abhishek Khaitan had joined his father to help him run this company which was facing a crisis then. Abhishek simply forgot his dream of doing Masters in Engineering, but he has no regrets because his is a valuable contribution in making Radico Khaitan the seventh largest spirits company in the world.

Thanks to Abhishek’s farsightedness and dynamism, Radico launched its first brand, 8 PM whisky, in 1999. Within the first year of its launch, 8PM became a millionaire brand, thus marking Radico’s strong presence in the market.

After the success of 8 PM, Abhishek conceptualized and launched with his team many new brands like Magic Moments Vodka, Magic Moments Flavoured Vodka, Morpheus Brandy, Old Admiral Brandy, Contessa Rum, Florence Brandy, Verve Magic Moments Vodka, Verve Flavoured Vodka.

All the Radico brands are acknowledged for their quality and have been winning numerous awards at international  forums.  Magic  Moments  crossed  the million-case mark in 2010 and is expected to reach 3 million cases by the end of this year. With a market share of 90 per cent in its price point and 30 per cent in the whole vodka market, Magic Moments is the fourth fastest growing vodka brand in the world.

Some notable awards won by Radico products include Monde Selection Gold Award by Morpheus Brandy in 2010, 2011 and 2013; Monde Selection Silver Award by Old Admiral Brandy (2008); and Monde Selection Silver Award by Contessa Rum (2008). Till date Magic Moments Vodka has won 17 awards and Magic Moments Remix Vodka has won 23 awards.

Under Abhishek’s leadership, Radico has also successfully concluded two important collaborations. One  is  for  importing,  distributing  and  marketing of Carlo Rossi, the #1 bottled table wine brand in the world from the house of Ernest & Julio Gallo, California, which is the largest family owned winery in the world. The other collaboration is an exclusive sales  and  distribution  tie-up  with  Suntory  Liquors, the largest spirits producer in Japan for their award winning brands.

Most Dynamic Leader – Silver

Rakshit N. Jagdale, Executive Director, Amrut Distilleries

Rakshit literally created history. He created India’s first Single Malt whisky and shook the world with its amazing quality. Amrut Single Malt Whisky has been rated as one of the top three whiskies by whisky guru Jim Murray and has won accolades at almost every international platform.

With this, Rakshit has taken the Indian whisky to the global level and shown the way to other Indian companies to explore Single Malt production in the country.

While pursuing MBA in Newcastle, Rakshit decided to do his dissertation on Single Malt Whisky from India. The results were astonishing. That sparked serious consideration for launching India’s first Single Malt Whisky.

Amrut Single Malt Whisky has seen the most innovative outcomes in production and international marketing. As Executive Director of Amrut, young and dynamic Rakshit keenly supervises production, product innovation, international sales and marketing and Amrut’s global footprint.

Rakshit’s vision for his company and his success have successfully mentored everyone working for the company. His approach to work and being open to suggestions has built transparency within the organization. His trust in the team and encouragement to transform innovative ideas into reality and the resultant success reflect his leadership skills.

Most Dynamic Leader – Bronze

Lisa Srao, Chairman & Managing Director, I Brands Beverages

Lisa Srao is the only woman in the Indian spirits industry to have started a business from scratch. The remarkable success of her company I Brands Beverages within a short span has established her as an astute business woman.

Settling in India after her marriage, Lisa discovered an opportunity in the premium liquor segment in the ‘mass market’ category in India and took an entrepreneurial plunge with an initial capital of less than Rs 10 lakhs. She and her small team invested two years in extensive R&D. They researched the blend, packaging and the price segment carefully and finally launched Granton Whisky in Uttarakhand as a test market.

Today, six years after the Granton launch, I Brands Beverages under Lisa’s leadership has emerged as a fast-growing, award-winning company. It has four products in its portfolio – the flagship semi-premium Granton Whisky, which has been awarded for best packaging; premium Three Royals Whisky, which has been awarded for best packaging; Jamaican flavoured dark rum, Rum 99; and premium brandy Granton XO Brandy which has also received the jury award for best blend in its category.

I Brands is receiving a phenomenal response from all its markets in India and internationally. It currently operates in 15 States in India but is working towards achieving a pan-India presence in the next five years. The company has just begun exporting to South East Asia: Cambodia in the first phase and China, Vietnam & Laos in the second phase.

Best CSR Efforts – Gold

United Spirits Ltd

As an exemplary corporate citizen, USL has been involved constantly in multiple CSR projects that aim at inclusive, all-round   and   sustainable   development   of   society. USL has a strong and clearly-defined CSR charter that mandates focused initiatives at community, state and national levels to benefit the communities around which it operates by lending them the wings they need to take get off the ground.

Under   Project   S.H.E   (Security-Health-Education), a woman empowerment programme, USL has focused on the development of a safe and responsible drinking community. It also successfully completed a pilot focusing on ‘Open Defecation-free Village’ by building toilets and increasing the levels of sanitation and hygiene in the community.

In its first phase, Project S.H.E has benefited over 39,000 people in the villages around the company’s plants in Bhopal, Gopalpur, Alwar, Puducherry and Udaipur. It provides access to clean drinking water through installation of RO water purification systems and bore-wells; improved sanitation through construction of toilets and drainage systems; primary health care; and employable skills.

Water conservation projects are also being undertaken in these villages.

USL-Diageo has partnered with the Maharashtra government to make the state drought-free by 2019. Under the State government’s ‘Jalyukt Shivar Abhiyaan’ project, USL has  adopted three villages near its  plants– Karkheli, Yetala and Jarikot, in Nanded district. The aim of the project is to make 500 villages in Maharashtra free from water scarcity over the next three years. In the three villages that USL-Diageo adopted, de-silting of ponds has facilitated increased storage of rain water. The villagers benefit through increase in irrigated farmland and higher availability of drinking water.

To promote responsible drinking, DRINKiQ workshops have been organized for the employees of USL-Diageo. DRINKiQ is designed to help combat alcohol misuse and promote responsible drinking through sharing of best practice tools, information and initiatives, making both external and internal stakeholders better informed and more aware of the choices they make as consumers.

USL also helps promote safe driving under the USL- Diageo-Road  to  Safety  campaign.  It  educates  people not  to  drink  and drive through highly visible ‘Diageo- NDTV Road to Safety’ television campaign. In another unique initiative, the company partnered with other industry members to reach out to over 25,000 students in a nationwide campaign called “Cool Teens” against underage drinking.

The  company  also  runs  the Young  Women  Social Entrepreneurship Development Programme (YWSEDP). Inspired by the success of the first phase of this programme in the previous fiscal, USL has rolled out Phase II during the year to help women from marginalised backgrounds become self–reliant and integrate into the mainstream of progress.

Best CSR Efforts – Silver

SOM Group

The Som Group focuses on the all-round development of the communities around SOM factories which are located in distant rural areas and tribal belts.

As part of its social responsibility towards the betterment of society, the Som Group set up the Asha Mohan Foundation Society in the early 1995 which undertakes vari- ous welfare programmes. The Society ensures that the villagers and the people in the neighbouring areas are equipped with the basic amenities of education, health facilities, drinking water, and so on.

Under the umbrella of the society, Nido Pre-School was set up for the children in the age group of 1.5 years to 5 years in Bhopal. Nido Provides a foundation for learning both socially and academically that will help the child succeed in elementary school.

In December 1995, the Asha Mohan Foundation established a school for providing free education to the children in the surrounding rural areas. The school has now grown into SOM High School, conducting classes from the first standard to 10th. SOM provides free books, uniform and many other facilities to the students like fully- equipped computer lab, library, lush green playground, personality development session, and extra co-curricular activities, thus making them ready for the future and to tackle all the responsibilities of life.

There are over 328 students taking advantage of this golden opportunity and 19 well qualified faculty along with guest faculties are contributing to the cause.

Asha Mohan Hospital: This is one of the charitable institutions established by SOM, which provides free medical and health facilities not only to its factory workers but also to the inhabitants of the surrounding Sehatganj village and other neighbouring areas. Many health camps like cancer check-up, hepatitis vaccination, eye check-up, pulse polio camp, etc are here for those who lack awareness and also do not have access to such amenities.

SOMeshwara Dham Mandir: SOMeshwara Dham Mandir was built in the year 1994 near the plant. Devotees from surround- ing villages also go there. The funds collected from this temple are being utilized for running the SOM Madhyamik Vidhyalaya.

 

Best CSR Efforts – Bronze

Amrut Distilleries Pvt Ltd (ADPL)

Amrut Distilleries Pvt Ltd (ADPL) has an acknowledged track record of support to social causes, which dates almost back to the very inception of the company over six decades back. A shining instance of its socially conscious activities even while it was an infant organization was the support to Sadananda Ashram, an institution dedicated to the welfare of old-aged, destitute citizens. Located on the Andhra-Tamil Nadu border, the Ashram has since grown to become well known for its care for the old-aged in its surroundings.

Over the last three decades, the company has also extended its patronage to Basavanagudi Aquatic Centre (BAC), a charitable organization dedicated to the promotion of aquatic sports in India.   Other than the financial support, ADPL also helped in the establishment of infrastructure, designing and management of various programmes. The company through its staff has also campaigned extensively for mobilization of funds from other sources.

While Amrut’s support to BAC dates back to the late 1980’s, funds provided by it during the last two financial years amounted to about Rs. 45 lakhs. The funds helped BAC in implementation of its Elite Swimmers Programme.

Swimmers trained by BAC have established over 500 national records in aquatic sports and around 2000 medals at various state-level and national-level events. Several BAC trainees have gone on to win Arjuna awards. They include Abhijith J, Nisha Millet, Rehan Poncha, and others.

 

Excellence in Marketing – Gold

Mahou India Pvt Ltd

Taking a leap beyond Spain, Mahou has brought its 125 years of brewing experience to India. Its flagship beers – Mahou 5 Star & Mahou Clasica – are the first Spanish beers to be brewed in India. In the latter half of 2015, the company introduced the ‘Mahou Cañas & Tapas Nights’ to bring the Spanish flavour to Indian consumers through Flamenco, Spanish guitar and music. The aim was to introduce Indians to the unique way in which people enjoy beer in Spain.

An essential part of Spanish culture and its 5 Star experiences is football. Mahou India followed this by associating with Atlético de Kolkata in 2015 in the Indian Super League. As part of this association, an engagement was established with consumers through Mahou Football Experiences in the form of football screenings across outlets in Delhi-NCR and Kolkata.

Further strengthening its association with football, Mahou organized multiple editions of Mahou 5–A–Side Football across several cities in formats of corporates as well as local community clubs.

Mahou has used innovative advertising in marketing strategy by extensively using radio, TV and digital spaces for a cost-effective and greater reach to the target audience. To gen- erate engagement and excitement around its brands, it created multiple contests via social media, using social influencers to push its contests.

To achieve the objective of the Mahou Brand portfolio – which is to become the preferred choice in the Premium Beer Category – Mahou Clasica was launched under the surrogate positioning of “Five Star Experiences”. The classic taste of Mahou was then activated via a series of events called Mahou Nights.

Excellence in Marketing – Silver

Radico Khaitan Ltd

One of the largest alcoholic beverage companies in India, Radico Khai- tan has four millionaire brands under its portfolio. Its portfolio has leading brands such as 8PM, Contessa Rum, OAB, Magic Moments Vodka, Verve Vodka and Morpheus Brandy. With a constant focus on premiumization, the company has added to its portfolio innovative premium offerings across flavour categories. Its latest offerings include Magic Moments Electra, Re- gal Talons Rare Generation Whisky, Pluton Bay Rare Exotic Rum.

Radico is known to create a new segment/category. A strong follower of Blue Ocean strategy, it creates new products after extensive research and need gap analysis to fulfil the void between brands and provide consumers with new attractive options. It launched Magic Moments Remix flavoured vodka which offers a choice amongst multiple intriguing flavours and also introduced ELECTRA in the Ready to Drink segment which was devoid of any choice other than Breezer for over a decade. Then it came up with Pluton Bay Rum at a very strategic price point, creating a new premium segment. It also launched Regal Talons Rare Generation Whisky with a clutter breaking premium diamond cut bottle.

In addition to vanilla advertising, Radico leveraged new-age media like digital media to connect with consumers in the most innovative ways.

 

Best Advertisement Campaign – Gold

Officer’s Choice Blue, Allied Blenders and Distillers

 

Officer’s Choice Blue, produced by Allied Blenders and Distillers (ABD), is one of the fastest growing brands in the Deluxe whisky segment. A key reason for the brand’s success has been its unique campaign built on the platform of ‘Righteousness’. The objective of this campaign platform was to understand righteousness where it stands today and what can be done to strengthen it.

ABD with its Creative Agency successfully arrived at a new interpretation of Righteousness that is relevant to the modern context. The campaign is built on the idea of “The Good Samaritan”. It depicts the person who does the ‘right’ acts by putting others’ interests first. It shows everyday acts of kindness, small or big, which spread cheer.

Nothing is more satisfying than bringing a smile to someone. Officer’s Choice Blue respects these selfless acts which make a better world, and applauds with the catch line Salute toh banta hai!

In the whisky space, no other campaign has highlighted this type of messaging. As it is linked to the brand name Officer’s Choice, it makes the viewers feel that this quality of being there for others was an Officer-like quality.

ABD spent nothing to test the Righteousness TVCs. It shared these TVCs on social media through its existing page of Raise Your Voice (earlier communication platform) with a fan following of 1.1 lakh. Starting September 22, 2016, three TVCs were launched in a gap of 4-5 days. The TVCs touched people’s heart and they logged a cumulative video views of 19.62 lakhs between September 22 and October 19, 2016. All these were organic views without any paid boosters.

The OC Blue campaign also served as a boost for the lead brand for OC Whisky (the largest whisky brand in the world). This helped ABD save on media monies as there is no need to advertise both the variants separately.

Best Advertisement Campaign – Silver

Magic Moments Electra from Radico Khaitan Ltd

Within the RTD category, Radico Khaitan’s offering of Magic Moments Elec- tra is unmatchable in terms of product flavour and taste. With Magic Mo- ments Electra, Radico filled gap in the RTD segment by leveraging the brand strength of its Magic Moments vodka. Electra was launched in colourful in- ternational unique cocktail flavours with vodka base, such as Appletini, Cos- mopolitan, Starry Night Martini, Agent Orange and Mojito.

To convey the innovation/novelty associated with Electra, the advertis- ing message was simplified and delivered through a vibrant campaign. The campaign featured the aspirational lifestyle imagery and a strong message of ‘Kick the boring with 8%’.

To establish a connect with its TG, a unique digital property, Electrathon, was created. Electrathon is a game that engaged consumers with the varied flavor offerings, establishing the colour coded packaging and its uniqueness of flavors. The game received high traction across platforms including mobile and social media. It drove digital traffic by up to 1198% in some cases with 40 thousand unique visits and over 9 lakh impressions.

The imagery and awareness created by the brand also impacted volume and trials driving shares in important markets.

Brand Premiumization – Gold

Pluton Bay Rum, Radico Khaitan Ltd

Radico Khaitan, a major player in the Indian liquor industry, has four millionaire brands in its portfolio. Leading in the vodka category with its Magic Moments and having enjoyed brand loyalty amongst the young TG, the company decided to tap the premium rum category.

Radico, known for developing successful brands, created Pluton Bay Rum as a premium product guaranteeing an awesome experience to rum connoisseurs.  Rare,  exotic  Pluton  Bay  filled  the vacant premium space between the semi-premium and regular segments of rum.

The premium character of Pluton Bay is highlighted by its vibrant international packaging. Its state-of-the-art design with unique tear-off sleeve feature and the insignia compass creates an exotic experience of the spirit of adventure.

Pluton Bay has succeeded in creating a strong buzz in the marketplace with its unique brand name and packaging. Consumers have simply loved it, as they are surprised by the value it offers through its international packaging and an amazing blend.

The POS design of Pluton Bay is very premium and  innovative.  The  elements  of  POS  depict  the story of a sailor’s world lost to explore the rustic side of adventure with each step towards a new spirit of adventure. The ship, the ice, the sky and ocean all enhance glamour and add up to the exotic experience.

Brand Premiumization – Silver

MaQintosh Silver Edition Whisky from Amrut Distilleries

MaQintosh Silver Edition Whisky of Amrut Distilleries targets customers of blended whisky in the premium segment. Actually, Amrut identified the niche for pre- mium whisky and filled it by launching the affordable premium MaQintosh Silver Edition.

Gradually, by the word of mouth and by conducting tasting sessions for blended whisky enthusiasts, Am- rut succeeded in establishing the credibility of MaQin- tosh Silver Edition in the premium section.

Amrut has been successful in expanding the MaQ- intosh  Silver  Edition footprint to new markets and hopes to soon make it a pan-India product.

 

Brand Premiumization – Bronze

Magic Moments Electra, Radico Khaitan Ltd

Radico Khaitan’s Magic Moments Electra is a unique offering in the RTD segment. This vibrant vodka-based international cocktail has been launched in colourful unique flavours of Appletini, Cosmopolitan, Agent Orange, Starry Night Martini and Mojito.

The RTD category had only a single strong player Bacardi Breezer for over a decade. Attempts to launch pre-mix whisky as well as rum by few brands didn’t resonate well with the consumers. Radico identified a need gap and leveraging the brand strength of its Magic Moments vodka launched Magic Moments Electra.

The offering is unmatchable in terms of product flavour and taste. The flavourful, all-natural blend of Magic Moments Electra, with no artificial colours/flavours is unique. Another USP is its 8% alcohol content which has been opted to tap into that TG which prefers strong drink, as is reflected in the beer industry whose 80% market is for strong beer.

Interesting flavours, 8% alcohol content, unique pull-off cap, attractive packaging and a robust marketing plan, helped Radico successfully create a niche in the RTD segment with Magic Moments Electra.The RTD has been very well received by trade and consumers alike across markets, both  in off-premise and on-premise outlets.

To establish Electra’s connect with the young TG, a unique digital game, Electrathon, was created for varied platforms. The game strengthened consumer engagement by highlighting the brand and its uniqueness. It also created awareness about the premium imagery of the brand in the minds of the TG.

The game drove digital traffic by up to 1198% in some cases with 40 thousand unique visits and over 9 lakh impressions.

 

Best Bartending Competition – Gold

Monkey Shoulder, William Grant & Sons India Pvt Ltd

The Monkey Shoulder “Ultimate Bartender Championship (UBC) 2016” is a different bartender super  league.  Unlike  most  competitions  that  test only   on   cocktail   making   skills,   UBC      tests   the ‘Skills  that  Pay  The  Bills’  like  speed  of  service, pouring      accuracy,      industry      knowledge      and stock take. These are skills that a bartender requires on a day-to-day basis to do his job efficiently.

This global championship, executed ‘on a budget’ and with an epic prize, follows a universal scoring system across all markets so that every contestant can see how they measure up to the rest of the world. In this no-frills competition – seriously fun but seriously hard, the contestant with the best skills wins. No subjective judging is involved anywhere.

In India, UBC 2016 was conducted with regional rounds in four cities (Delhi, Gurgaon, Chandigarh and Mumbai) with the participation of over 50 bartenders. Each city had a regional level final from which a total of 20 national finalists were chosen.

The city rounds consisted of the same rounds which would be used for the national finals. The rounds were: Quiz on Spirits, Mixiodic Table, Pouring, Nosing, Stock Take, Tray Service, and Round Building.

Twenty winners from the city finals participated in the national finals held in Monkey Bar, Vasant Kunj, Delhi in a high energy active finals hosted by Dean Callan, global brand ambassador of Monkey Shoulder. Two winners were decided based on their skills and knowledge. The winners got an opportunity to attend an all-expense-paid global workshop called Camp Monkey 2016 in Athens, Greece in August, 2016.

The Indian winner could engage and learn about Monkey  Shoulder  with  40  top  bartenders  from  the rest  of  the  world. They  also  featured  on  the  global leaderboard along with other top competitors. Roger Gomes from India reached number 2 in April, and is currently at No. 4 worldwide.

The UBC created a lot of buzz for Monkey Shoulder in the Indian market with PR value generated of over Rs. 1 crore in print and digital including Spiritz, The Hindu,  FHM,  Economic  Times,  and  Times  of  India. It created excitement at the bars. It gave some giveaways to the bartenders who could interact with the consumers ordering Monkey Shoulder. The same was promoted on the brand’s social media.

 

Ingenious Ideas for Online Promotion – Gold

Grant ’s Scotch, William Grant & Sons India Pvt Ltd

Grant’s Whisky, a globally established premium Scotch, was an unknown entity for the young Indian drinkers. To promote it among the young drinkers, William Grant & Sons India devised a novel social recruitment campaign, “Activating friendships for success”. This digital campaign offered the promise of an awesome job experience, but with a catch – one couldn’t apply for it unless friends stepped in to vouch for one. A candidate would need recommendations from three friends to be eligible for the awesome job.

An application was hosted on Facebook to invite nominations and recommendations for the “Activating friendships for success” social recruitment. A digital film was also run on YouTube and Facebook. Job portals like Linkedin and Monster.com were also used for recruitment messaging.

By the end of the nominations window, 1322 nominations were received for the job, which was an excellent response, considering the fact that similar branding and marketing roles for the same experience profile draw an average of 50 applications.

Top 15   shortlisted teams   (candidate +   3   friends) were invited for the final attended by leading influencers in the food & beverages community. They interviewed the candidates and their friends were made to pitch their case and showcase their know-how about the Scotch category.

As part of the Grant’s promotion, the Brand Ambassador’s office chair was created. One-of-a-kind talking chair, it was programmed (with speech recognition, captive sensors & microcontrollers) to automatically field all  questions  by the press and surprise unsuspecting crowds at high-footfall venues including Cyber Hub in Gurgaon, where the chair was accompanied by Outdoors and brand visibility in bars in the same location.

In the Indian whisky market, giant brands spend massively in ATL and BTL communication. As compared to them, William Grant spent a shoestring budget to create the right noise for Grant’s Scotch and get it noticed. The high level of reach, engagement and participation clearly indicates Grant’s success in building relation with the consumers.

As 100% organic growth the brand’s Facebook page garnered 40,000+ likes in a month. The brand’s volume grew by 150% and width of distribution increased by a massive 400% within only Delhi-NCR.

An independent brand health study commissioned during the campaign found that brand awareness levels rose to over 11% from almost nothing in key urban markets.

Clearly this brought Grant’s into a stature of recognition amongst  a  segment  populated  by  massively  strong players.

Ingenious Idea for On-ground Promotion – Gold

Moet Hennessy, Chandon India

In September last year, Chandon India decided to infuse a spark of energy into its conversation with consumers. It began a global collaboration to bring its sparkling attitude to the McLaren Honda F1™ Team.

Taking sparkling wine away from the traditional snobbery involved with swirl-sniff-and-sip, Chandon organized consumer engagements reminiscent of where all the action is at a F1™ circuit – the pit-stop.

From brunches on race-days to having legendary F1™ driver, Jenson Button share his favourite Chandon cocktail recipe, the brand presented sparkling wine in a form that India has never seen before.

Despite the absence of a F1 circuit in India and in the absence of a car, the pit-stop was re-imagined out of origami and the energy via video-mapping. A unique made-to-scale car was placed inside the re-imagined pit-stop. Kangana Ranaut, who personifies boundless determination and a game changing attitude, unveiled the spectacular re-imagination of the pit stop at the Atrium of shopping-hub Palladium Mall, Mumbai.

In India, where sparkling wine is still in the early stages of the product life-cycle, it is imperative for Chandon to educate the consumer without being elusive  and  unreachable.  The  unveiling  of  the  pit- stop   Chandon   installation   gave   Chandon   India the opportunity to nurture its relationship with the consumer. From sharing a sneak-peek at the making of the installation on its digital forums to giving consumers a chance to partake in the vibrant spirit of the brand at the event, the Chandon & McLaren Honda F1™ Team collaboration is yet another talk-point via the ‘Party Starter’ campaign.

The association with McLaren Honda F1™ Team helped garner visibility and activation platform in both on-premise  and  retail.  Brunches  and  By The  Glass promotions to generate trials and thereby repurchase in on premise followed up with limited edition McLaren Honda Chandon gift boxes to induce sales in retail.

Retailer of the Year – Gold

SOM Group for Liquor Paradise, Bhopal

To serve its high-end customers, SOM opened its first premium liquor outlet called Liquor Paradise in MP Nagar in Bhopal. This outlet has an aesthetic look and ambience similar to a mall.

In this first of its kind 9,000 sq ft outlet with self- help counters, customers can walk around and select the brand of their choice. For them standing in long queues before dingy outlets to buy their drink is now a thing of the past.

The four-storey Liquor Paradise also has a high- end Bar & Restaurant to cater to all age groups with world-class DJ and tempting food. Sporting marvellous interior and exterior looks,  this outlet is the new party venue of the town. With four star hotel- like ambience, its prices are highly economical.

Liquor Paradise stocks a huge range of brands of rum, wine, beer, vodka, Scotch, brandy, tequila, gin, champagne and many more.

The specialties of the outlet include special lounge for couples and family, mouth-watering veg/non-veg snacks and food, AC/non-AC premium sitting area, lift facility, separate smoking zone, special DJ floor for parties, bouncers & security, etc.

Other innovative changes include new low- maintenance flooring, product and local historical mood pictures, main floor display, new racking in cold room and split-end aisle displays providing better display and shopping. The management supports customer decision making and navigation through the store.

Retailer of the Year – Silver

Ashok T. Gulrajani, Shop No. 5 & 6, Jangpura Extn Market, New Delhi

The liquor showroom of Ashok T Gulrajani is one of the sought-after liquor outlets in South Delhi. The showroom makes available a huge range of liquor products under one roof.

With over 25 years experience of the liquor industry, Ashok has taken effective steps to ensure the comfort and convenience of customers. He gives his personal attention to them. The self-service facility and properly segregated display of the products of different liquor categories in the showroom help customers easily find the products they are looking for.

Thanks to the sheer size of the showroom, customers can freely move around and browse. This also makes it easy for female customers to visit the store themselves and shop around for their favourite products.

Ashok ensures that his showroom has maximum selection of brands and SKUs in all categories, which gives his outlet an edge over its competitors. The broad categorization of the products’ display in the showroom is as follows: Section for Quarts/Halves, Section for BII and IMFL brands, Strong Beer Section, Light Beer Section, Imported Beer Section, BIO Brands Section, Wine Cellar with temperature control, and Miniature Section.

The showroom’s wine cellar enables customers to browse a vast variety of wine based on the country of origin and grape varietal.

The showroom is also a listed vendor for many corporate houses. As per the industry data, it figures amongst top retailers of single malts, wines, imported beers and other premium products.

Thanks to regular upkeep, the showroom is well-maintained to welcome customers to its neat, clean and sophisticated ambience. The staff is trained from time to time to enlighten them about excise rules and regulations. The outlet’s trained and efficient staff processes maximum number of P-10 licences for customers.

 

Retailer of the Year – Bronze

Chitranjan Suri, Shop No. 17, 18 & 19, Savitri Cinema

Located at a prime location in South Delhi, the huge liquor showroom of Chitranjan Suri is one of the best and most well-kept stores in Delhi.

Chitranjan with vast 35 years’ experience of the liquor industry gives personal attention to his valuable customers.

The showroom’s vast selection of brands and SKUs in all categories gives it an edge over its competitors.

With a big repeat customer base, the showroom figures amongst the top retailers of lager and imported beers apart from being one of the highest sellers of wines. It is also extremely competitive in other cat- egory sales. Expats and foreign clients love to shop here.

For customers’ convenience, the showroom has been segregated into two divisions. One division serves those customers who come to buy quarts/halves. These customers can easily buy their stuff and check out without even entering the store. The other division is a self-service zone where customers can browse the vast variety of liquors on offer. It showcases wines, single malts and premium products along with one full row dedicated to Indian and imported beers.

Chitranjan’s showroom maintains good working relationship with all the companies, whether big or small.

Importer of the year – Gold

Lake Forest Wines

The liquor import portfolio of Lake Forest has a wide variety of products to cater to different categories of consumers.  The portfolio, whose strength is wine, has products with prices rang- ing from Rs 1000 to 15,000.

To provide products at the best prices to the consumer, Lake Forest manages its costs by efficient buying of stocks. It re- news its attractive offers from time to time.

As part of its expansion plans, the liquor importer constantly updates the brands in its portfolio. Recently it extended its Chil- ean liquor portfolio. It has maximum retail outlets in Haryana.

Lake Forest is concentrating a lot on its sales efforts. It or- ganises wine tastings for all its imports. It goes for promotion through events like polo cup and bloggers meets.

 

Distributor of the year – Gold

Lake Forest Wines

Lake Forest Wines is a well-networked distributor of alcoholic products. They are distributing many top brands and have been able to provide highly efficient service to the companies whose prod- ucts they distribute.

Lake Forest Wines is very aggressive as far as marketing in concerned. It knows when and what should it project in the market. It has trained staff to explain product features to their clients so as to enable them make the right choices. For promoting the brands, it conducts special events and offers great deals/discounts.

The company has a good warehouse equipped with nice racks to properly showcase each brand. The warehouse has enough space to stock huge volumes. Good quality air condi- tioners have been installed in the warehouse.

Lake Forest Wines is able to sell huge vol-umes of liquor. It works hard in building and maintaining good relationship with the companies that helps in promoting  the products.

For ensuring better profitability of the brands/companies, it keeps searching for new opportunities in its business. It does the ground testing of the prices of any product before making the pitch and uses KPI’s to analyse the rising costs or falling sales.

 

Best Product Debut (BIO) – Gold

Monkey Shoulder, William Grant & Sons India

William Grant & Sons India saw its blended malt Scotch whisky, Monkey Shoulder, as a great alternative for consumers of blended Scotch whisky and consumers wanting to upgrade to single malts. In fact, the company considered Monkey Shoulder as a perfect fit in the space between blended Scotch whisky and single malts.

Monkey Shoulder focuses on a cocktail-centric drinks strategy. Therefore, William Grant positioned it as a blended malt whisky that is great for making cocktails. It is also positioned as a cheeky whisky that breaks conventions of the whisky category, which has also been popularly accepted by the younger audience.

The brand has consistently focused on activating bartenders and getting them to try cocktails using Monkey Shoulder. In its launch campaign, top bartenders from Delhi, Gurgaon and Mumbai were introduced to the brand and they participated in a contest to sell their own version of Monkey Shoulder cocktails at their bars.

To engage with consumers, Monkey maps on social media were created to tell them where Monkey Shoulder is available and what drinks they can go and try in each. This was accompanied by pub crawls and social media push using influencer platforms like LittleBlackBookDelhi For  active  involvement  of  bartenders  in  Monkey Shoulder promotion, Ultimate Bartender Championship (UBC),  a  global  contest  for  bartenders,  was  run  as a  national  contest  with  participation  of  India’s  top  50 bartenders.  The  brand’s  Global  Brand  Ambassador conducted trade and media interactions and also hosted the national finals for the UBC consumer activations at participating bars to drive cocktail consumption.

The brand in its first year got covered by leading publications of print and digital medium and the PR coverage was to the tune of more than Rs 1 crore

Since its debut in October 2015 in India, Monkey Shoulder has been received well by popular bars as well as by consumers across India in cocktail format. Its actual volume recorded in 2015 was more than 200% above the company expectations and the 2016 volume is growing at the similar rate.

 

Best Product Debut (IMFL) – Gold

Old Monk Legend Rum 1000 ml, Mohan Meakin Ltd

Mohan Meakin is producing iconic rum, Old Monk, for more than 60 years. It is popular among all segments of society. Now the company has come up with Old Monk The Legend Rum. This super premium rum has been developed for rum connoisseurs from Mohan Meakin’s golden treasure of matured spirit.

By developing the super premium version of Old Monk, Mohan Meakin has conveyed to rum drinkers all over the world that it is capable of creating a quality blend from its huge stock of matured spirit.

To give iconic look to the new rum, its bottle has been designed in  the  monk  head shape. Mohan Meakin does not see any competition for Old Monk The Legend Rum which has created its own segment. The pricing and blend of the new rum are its USP.

Old Monk The Legend Rum has already been sold more than its target, and the company is finding it difficult to meet the growing demand for it.

 

Best Product Debut (IMFL) – Gold

Soulmate Premium Whisky, India Glycols Limited

India Glycols Limited created Soulmate Whisky to tap the huge growth potential of the semi-premium segment. This segment  is witnessing stupendous growth. Besides, it has few players to compete with but offers attractive margins. By launching Soulmate Whisky, India Glycols too upgraded itself as a premium IMFL The amber light, fine quality Soulmate whisky attracts consumers to its bottle. The blend for Soulmate has been developed by one of the best blenders with the technical advice from a Scottish blender. The blend uses grain ENA and natural flavours, imported from Germany. In comparison to competing brands, Soulmate has maximum percentage of added VMS, imported directly from Scotland.

Among the notable feats of Soulmate is winning Gold Medal at Monde Selection for Best Packaging and Best Blend in the first year of its operation. It was the only winner in this segment.

Soulmate comes in a unique bottle with matching Guala caps and a beautifully designed canister pack. The patented square-shaped bottle is aesthetically pleasing to the eyes. Embossing of the logo and the long neck impart a vintage feel to the bottle. Soulmate pints and nips also come in a look-alike shape. The bottle also has first of its kind mat-finish label with wings.

Competitively-priced Soulmate is a value-for-money product. In the first phase of its launch, Soulmate is available in Delhi, Uttarakhand, Haryana, Chandigarh, J&K, HP, Assam, Orissa, Daman, and Silvasa. In the second and third phases, it is going to cover most of the States.

As part of its promotion, Soulmate was associated with Sufi Nights organized in Delhi, Dehradun and Chandigarh Club, Chandigarh. It also sponsored Anupam Kher’s show “Kuch Bhi Ho Sakta Hai” at Siri Fort Auditorium, Delhi. Other promotion activities included surrogate advertisement through music CDs, creating effective POS materials, developing bar accessories like ice buckets, coasters, ash trays, etc.

 

Best Product Debut – Silver

Magic Moments Electra, Radico Khaitan Ltd

Radico Khaitan identified a need gap in the RTD category and leveraged the brand strength of its Magic Moments vodka to launch Magic Moments Electra. While formulat- ing the blend for the vodka-based Electra, the Indian drinkers’ overwhelming preference for strong beers was given due consideration. Hence,  Electra was launched with the higher 8% alcohol content in colourful international flavours of Appletini, Cosmopolitan, Agent Orange, Starry Night Martini and Mojito. Introducing these new flavours RTD, which are globally relatable, popular cocktail names, gave Electra a competitive advan- tage.

Electra, with its premium youthful packaging, strong and trendy brand name and logo, was pitched as and gained high visibility and premium perception as a party drink. Its campaign ‘Kick the boring’ with 8% highlighted appealed to the male TG. Its pricing was kept Rs 10-15 higher than the largest selling brand to reinforce premium perceptions.

Also, the all-natural Electra with its innovative pull-off cap created an appeal of new world trendy packaging along with functional convenience.

Electra also benefitted immensely from the unique brand property ‘Electrathon’, a digital game, which  was amplified across the digital space and on ground. It recorded 9.75 lakh impressions with a 14.62% CTR on FB, 4.59% on Vdopia and 4.31% on Saavn.

The brand also fared well on the revenue front. It achieved a 30-60% market share in certain markets with commendable success,  including UP, Rajasthan, Punjab, Karna- taka, Orissa and Assam. It also opened up a larger base of premium on-premise outlets and star properties in important markets like Rajasthan. It is currently in the phase of introducing new flavours.

 

Best Product Debut – Bronze

Legend Whisky, Som Distilleries & Breweries Ltd

Som Distilleries and Breweries launched Legend Whisky as a value-for-mon- ey product of great quality for the mature audience of upper middle class. Legend Whisky is a blend of imported Scotch malts and Indian malt spir- its with no artificial flavours added. The blend is a perfect combination of smoothness and strength. Rich in taste, it is palatable to the tongue, has a lingering aftertaste and gives a new enriching experience to the drinker.

Legend Whisky comes in a rustic, well-thought out, consumer-centric packaging. Its unique diamond-shaped bottle gives a good tactile feel and enables easy handling. The stylish mono-carton of the bottle is equally classy.

Price-wise, Som Distilleries has ensured that Legend Whisky is viewed by the TG as a value-for-money product in comparison to the competing brands. In fact, the company has reduced its margins to provide Legend Whisky at a lower price point so that customers get to enjoy a better product and connect with the brand.

Sale and distribution of Legend Whisky is growing very fast. Som Distilleries is planning to increase the availability in smaller towns and cities, particularly in the States of Central India.

 

Best Bottle – Gold

Chandon India’s Party Starter, Moét Hennessy India Pvt Ltd

The Party Starter Limited Edition bottles represent Chandon India’s first- ever limited edition innovation created for India. These bottles are for two Party Starter variants – Brut and Rosé, and have been exclusively designed for the end-of-year celebrations.

As part of Moet Hennessy’s unparalleled luxury lineage, the Party Starter Limited Edition bottles incorporate the two most defining parameters – product and design, which makes them a luxury offering. These bottles have been created to give the market a gifting/consumption option that is made in India yet has an international appeal.

The bottles retain their original shape, while imbibing simple, festive colours. The idea was to best translate the market’s culture and passion for celebration in a way that was not kitsch or over-the-top.

The bottles, robed in a special white sleeve, spell out the message of each variant with vibrant gold and pink graffiti letters. The messages are descriptive of the moments that the Brut (‘The Party Starter’ – spontaneous,  chic and  genuine)  and  the  Rosé  (‘Start The  Love’ – glamorous, special and romantic) represent.

Although born out of a French heritage, these bottles are a celebration of Chandon’s local roots. Diwali, Festival Gifting, Sangeets, Bachelorettes and Weddings, Christmas dinners and New Year’s Eve parties – the versatility of the bottles is an extension of Chandon’s inclusive, assimilating spirit.

 

Best Bottle – Gold

Oakwood Creek, Kristal Spirits India Pvt

The oval-shaped printed bottle of Oakwood Creek whisky gives a good preview of the liquid inside it, thus communicating clearly the brand and the product to customers. The bottle imparts Oakwood Creek a premium look, reflecting its magnificence and vintage.

The bottle’s design makes it stand apart from the competition. The curves of the bottle are as smooth as the whisky. The body of the bottle is tapered inwards from top to bottom. All this adds up to give a royal and exquisite feel to the bottle.

Thanks to its curved body, the bottle is easy to hold and its long neck comes handy for the bartender to serve the drink easily.

Minimum number of labels have been used on the bottle so that the consumer gets a clear view of the whisky. The bottle’s front reveals the embossed detailing of Oakwood Creek’s credentials. The embossed logo of Oakwood Creek enhances the look of the bottle, providing it a strong branding. The embossed branding of the logo makes it unique and hence prevents counterfeiting.

Premium quality glass has been used for the body of the bottle to make it as transparent as possible, so as to make it easier for the consumer to appreciate the colour and viscosity of the liquid. The accurately moulded and polished bottle is heavy-duty and durable. For the bottle, non-refillable Guala caps have been used to provide guarantee of the original product and prevent any kind of tampering with the whisky.

 

Best Bottle – Silver

Pluton Bay Rum, Radico Khaitan Ltd

 

The bottle of Pluton Bay Rum with its clear, transparent and rustic view provides a treat to the eyes of the bottle owner. The stocky design of the bottle of Pluton Bay Rum is an innovation in this category of rum. The stocky shape gives a ma- cho feel to the bottle holder, and the stout profile prevents the bottle from falling. The stocky shape also enhances the ease in portability and decantation.

In terms of aesthetics, the Pluton Bay bottle has well-defined smooth curves which provide a luxurious feel, and the compass on the bottle tells a story of the adventures. Each element of its contemporary label offers a premium imagery and status.

The bottle’s transparency provides a view of the spicy dark exotic rum con- tained in it. An international tear-off sleeve and the visual showcasing a light- house and deep seas capture the spirit of exploration.

The bottle is made of glass which is inert and doesn’t react with the liquid stored in it,  providing a longer shelf life to the liquid. Besides being made of glass, it is eco-friendly and reduces carbon footprint.

 

Best Bottle – Bronze

Regal Talons Rare Generation Whisky, Radico Khaitan Ltd

Thanks to its angular design and multi-faceted diamond shape cuts, the bottle of Regal Talons Rare Generation Whisky breaks the clutter in its segment. Its clean sharp shape makes it classy. It evokes a distinguished and premium appeal and is easily noticeable and identifiable.

Another highlight of the Regal Talons bottle is the eagle image embossed on it. The embossed eagle symbolizes free flight evoked by confidence, courage and keen eye for victory. The systematic depiction of the eagle on the bottle and the cap optimizes the symbolic association. The embossing also helps in combating duplicity.

The simplistic yet bold font of the “REGAL TALONS” on the bottle is easily readable, and the stylish “R” and logo placed at an angle add to the flamboyance.

The length of the bottle neck and body are in sync which gives it a well propor- tioned look. The proportionate dimensions and bottle tapering at the bottom are given to facilitate a good grip on the bottle so as to make its handling and pouring from it easy.

High-quality recyclable glass has been used in the Regal Talons bottle. It is eco-friendly as it reduces carbon footprint. Textured metallic paper has been used for its label, which is degradable without any residue or toxic substance. Toxic-free adhesive is used in the label. The caps on all SKUs of Regal Talons are 100% re-cyclable Guala caps that help in curbing counterfeiting.

 

Best Bottle – Bronze

Hunter Refreshing Premium Beer, Som Distilleries & Breweries Ltd

To tap the immense potential of the strong beer pint market, Som Distill- eries & Breweries Ltd has introduced a unique bottle of Hunter Refresh- ing. The 325 ml bottle is the outcome of a dip-stick research which Som conducted through a research agency in various cities. The research explored the mindset of youths for beer, its packaging and bottle.

On the basis of its findings, the research agency came up with the idea of the new Hunter Refreshing pint bottle which is curvier and easier to grip. The new visual identity of Hunter includes the new logo, the green & white shrink label, and the innovative ring-pull cap which got immediate appreciation from consumers.

To add to the bottle’s aesthetic value, amber green colour glass has been used. This colour gives a premium look to the bottle. To comple- ment the bottle shape, a new label has been created.

To keep the new packaging different from the crowd, there was no back used.

Hunter beer received Monde Silver Quality award for its blend which ensures the fine taste of the brand.

 

Spiritz 2016 Special Award

Speyside Cooperage for its Exemplary Service to the Alcobev industry

Since 1947, Speyside Cooperage has produced the finest casks from the best American Oak. Today the cooperage continues to work and produce the age-old product, still using traditional methods and tools. Each year, it produces and repairs nearly 150,000 oak casks used by the surrounding Speyside Whisky distilleries, as well as distilleries throughout Scotland and the rest of the world.

Speyside Cooperage was founded by the Taylor family in 1947 and in 2008 the Cooperage was sold to the French firm Tonnellerie François Frères. In the early 90’s the company had outgrown its initial premises in the heart of Craigellachie village and relocated in 1991 to its  present location on the outskirts of Craigellachie. It is the largest independent Cooperage in the UK as well as at its home in Craigellachie. It now has branches in Alloa, Kentucky and Ohio.

 

Best Packaging – Gold

Chandon India’s Party Starter, Moét Hennessy India Pvt Ltd

The Party Starter Limited Edition bottles mark a milestone for Chandon India, as they represent the brand’s first-ever limited edition innovation created for India. These bottles for two Party Starter variants – Brut and Rosé – have been exclusively designed for the end-of-year celebrations.

The bottles are enrobed in a special white sleeve with luscious gold and pink graffiti letters that spell out the message that each variant repre- sents. The messages are descriptive of the moments that the Brut (‘The Party Starter’ – spontaneous, chic and genuine) and the Rosé (‘Start The Love’ – glamorous, special and romantic) represent.

While the Indian alco-beverage industry has seen attempts at sleeving of bottles, the quality and degree of perfection achieved on the limited edition bottles clearly defines the leadership in packaging Chandon India brand holds in India’s wine world.

The vibrant gold and pink graffiti coupled with Chandon India’s already strong visibility in top retailers across India helps in making the bottles stand-out on the shelf.

A sparkling wine bottle’s ability to maintain its packaging inside an ice bucket as the ice melts is its best test parameter.  To ensure that there is no challenge with the labels or the sleeve when the bottle sweats, Chandon India chose the material that would work when the bottles are chilled.

Best Packaging – Silver

Oakwood Creek, Kristal Spirits India Pvt

The regal experience that Oakwood Creek promises starts from the moment one looks at its canister packaging. The canister rec- reates the majestic grandeur and style of the British Empire. Its wooden texture gives the feel of a luxury product which combined with the superb bottle translates into magnificence, that is, Oak- wood Creek.

The Oakwood Creek packaging takes one back to the Scottish era and gives a vintage feel. It is designed to look like barrels used for ageing whisky letting the customers anticipate the fine blend in the bottle.

The canister, made from high quality cardboard and the UV printing, highlights the brand and the product. The solid cardboard protects the Oakwood Creek bottle from any external damages. The metallic lid of the canister is really easy to open and close.

The canister stands out on the shelf due to its wooden texture and use of wooden colours, which make Oakwood Creek look different from other whisky packaging which uses normal colours. The wooden texture on the canister also gives a good grip.

The bold fonts and the top-of-the-class printing add strength to the brand in a clear and concise way. The printed bottle gives a good preview of the whisky, thus communicating clearly the brand and the product to the customers.

 

Best Packaging – Bronze

Soulmate Premium Whisky, India Glycols Limited

Various graphics and attractive fonts have been used to decorate the Soulmate label. The label also has the first of its kind mat finish. To ensure accurate fixing, self-adhesive labels in a roller form are applied using fully automatic machines.
Soulmate canister, decorated with graphics and sporting a good colour combination, adds value to the brand apart from appearing unique on the shelf. To ensure the bottle safety on the shelf, the canister is made using 0.19 mm thick tin sheets.
A decent colour combination, a unique bottle with matching Guala caps and a beautifully designed canister pack give a rich look and enhance the overall presentation of Soulmate Premium Whisky of IGL. For Soulmate, a patent square shape bottle with Guala neck has been developed. Soulmate pints and nips also come in a lookalike shape.

Guala caps have been used for quarts with appropriate branding. Tear–off caps used for pints and nips too have branding to avoid pilfering.

 

Best Packaging – Bronze

White Fox Refresh RTD, Som Distilleries & Breweries Ltd

The packaging of the SOM Group’s new offering, White Fox Refresh RTD, has improved aesthetics which generate more reassurance that the product inside it is of the highest standards and value.

Vodka-mixed, fruit-flavoured White Fox Refresh RTD comes in tins and glass bottles.

The new concept of vodka-mixed drink complemented with a uniquely shaped bottle having attractive packaging adds all the premium cues to White Fox Refresh, which is an extension of SOM’s popular triple-distilled White Fox Vodka.

As RTDs are served chilled, the product is generally kept in freezers. So for White Fox Refresh a unique POP was designed with peppy colour schemes using images of fruits and water splash to give it a distinct identity. Its white can features brightly coloured packaging. The beautiful curvy bottle of White Fox Refresh has a shrink-wrapped label and a transparent tail on the back that reflects “the intensity and burst of real fruit flavour with vodka in each bottle”.

The packaging design puts a lot of emphasis on eye-catching graphics to make the White Fox Refresh bottle stand out on the shelf. Bright colours and unique shape of the bottle come out very well when put together with competitor brands.

 

Best Label – Gold

Two Indies Rum, Amrut Distilleries Pvt Ltd

The name Two Indies Rum signifies the union of two cultures – India and West Indies. It is inspired by the tales of farmers from these countries. The simplicity and authenticity of the Two Indies label reflects in the depiction of a farmer havesting sug- arcane, which forms the base ingredient of Two Indies Rum.

The story of the liquid inside the bottle is pic- turized on the label, making it self-explanatory. To produce the Two Indies label, pressure-sensitive and eco-friendly adhesive paper is used.

 

Best Label – Gold

Staggy International Blended Cask Whisky, Cheers Group

The label graphics, which are premium and stylish with a clear gold effect, make the Staggy International bottle stand out on the shelf even in limited light.
The label of Staggy International Blended Cask Whisky is an evolutionary premium style “no-look label” which is first of its kind for an Indian whisky brand in the deluxe segment. It appears as though printed on the bottle surface.

The classy tones of the label adds to the premiumness of Staggy International. The use of this clear label has helped reduce the label space on the bottle hence saving on the usage of paper and film on multiple places.

 

Best Label – Silver

Magic Moments Electra, Radico Khaitan Ltd

Radico Khaitan wanted the label of its Magic Moments Elec- tra vodka to signify electrifying, stimulating experience without compromising on the visibility of the liquid. And, it succeeded in getting a label designed which in its aesthetics drives and establishes connotation with the brand name.

The vibrant colours used in the label of Magic Moments Electra resonate with each unique cocktail flavour color, and the rays emanating from the logo drive the imagery of psyche- delic trance and enjoyment. The unique shape along with rays and edges signify the explosion of enjoyment.

The label has been created on silver polypropylene which ensures that it does not lose its sheen even in temperature variations, inside the freezer and cooler.

The label is eco-friendly, as the label film, silver polypropylene, is recyclable.

 

Best Label – Bronze

Hunter Refreshing Premium Beer, Som Distilleries & Breweries Ltd

Hunter Refreshing Premium Beer of Som Distilleries & Breweries is brewed using the finest natural ingre- dients, a unique blend of barley malt and yeast with imported maize, hops and rice. A beer of superior qual- ity, it is targeted at discerning beer connoisseurs and youth.

Som Distilleries & Breweries re-launched   Hunter Refreshing Premium Beer with an exciting new cam- paign. Lowe Lintas, Bangalore, was entrusted to de- sign the new bottle and packaging and create a cam- paign keeping the youth in mind..

The new visual identity of Hunter includes a new logo, its green and white label, and a re-designed bottle with innovative ring-pull cap concept. The new bottle design, created by Lowe Lintas, has made the bottler curvier and easy to grip. The engraved design gave a very premium look to the bottle. To complement the bottle shape, a new label was created. New Hunter comes with a front label and a neck label which makes it a first choice of buyers.

The “all new look” of Hunter created a magnetism which attracted consumers who appreciated its new international feel.

 

Friends of the Industry – Gold

Shatbhi Basu, Bar & Beverage Consultant, Mixologist

Being the first lady to enter the mixology & bartending profession, Shatbhi Basu is a pioneer. Part of the food & beverage trade for 36 years, Shatbhi started her career as a bartender and progressed to become Food & Bever- age Manager and then Bar & Beverage Consultant. Today she is consultant to many international brands & bars. She also wears the hat of a freelance journalist, writing on spirits, wines & beers for the mainstream, niche & trade press.

Shatbhi spends a lot of her time educating both trade and direct consum- ers on all things liquid – taking them through the hows & whys, introducing them to taste profiles, nuances and the art and science of mixology. Her easy style, wit and irreverent approach makes even the most difficult to under- stand subjects, simple!

Shatbhi’s firsts

• Started India’s first-ever bartending competition & platform for bartenders – STIR (1997)

•  Founded India’s first bartending academy – STIR (1999)
• Penned India’s first comprehensive book on cocktails – both classics and her own creations – The Can’t Go Wrong Book of Cocktails (1999)
• Hosted and created content for India’s first TV show on alcoholic beverages and cocktails called In High Spirits on NDTV Good Times (3 very popular seasons) (2007)

 

Friends of the Industry – Silver

Sonal Holland, Master of Wine

India’s most qualified wine professional Sonal Holland recently became the first Indian to qualify as the Master of Wine, the highest academic achievement in wine globally.

A certified wine educator, broadcaster, judge and wine consultant, Sonal is the Founder of SoHo Wine Club that specialises in bringing an expertly curated collection of wines from around the globe, tutored tastings and finely curated wine experiences to the most discerning consum- ers in India. She is also the Co-Chairperson of delWine Excellence Awards, India’s first award to recognise wine excellence in hospitality, retail and wine trade.

Sonal entered the world of wine more than a decade ago, when she decided to quit a re- warding career with a Fortune 500 company to chase her ambition to be a wine-trepreneur. She earned a Level 4 Diploma  in Wines & Spirits from the esteemed London-based Wine & Spirit Education Trust (WSET). After securing high qualifications in the wine world, she set up Sonal Holland Wine Academy which offers certified WSET wine courses and consultancy to leading hotels and the trade.
She worked as the Divisional Head – Wine & Beverages at ITC Hotels, India’s second largest luxury hotel chain, with a remit to enhance the hotel chain’s wine cellar offerings, host exclusive events and mentor a cadre of wine-certified professionals for their specialty restaurants.

Sonal’s pioneering online channel Sonal Holland Wine TV, dedicated to wine education, has been awarded SheThePeo- pleTV’s Digital Women Awards in 2015 for its innovation in content creation. An in-demand speaker at conventions and corporate seminars, Sonal has been regularly featured amongst the Top Women in Wine in India by the Indian Wine Academy. She was also listed in the Top 50 Most Powerful Women in Indian Luxury by BlackBook in 2015.

 

Friends of the Industry – Bronze

Nitin Tewari, Ace Mixologist

After working in India for three years, Nitin moved to Australia to pursue a Master’s degree in Hospitality. While in Australia, he worked as a cocktail mixologist with some very popular bars and clubs in Adelaide and won numerous competitions.
Nitin Tewari figures among India’s most favourite mixologists and is a leading light in some of the popular cocktail bars in New Delhi. He has worked with many best bars and restau- rants, like The Polo Lounge Bar at the Hyatt and Ricks at the Taj Mahal hotel.

Upon his return, Nitin started working as the Brand Ambassador for Bacardi India where he was regularly seen making cocktails, conducting training sessions for bartenders and en- thusiasts. While working with Bacardi, he has been instrumental in introducing new cocktail menus across India and conceptualizing drink strategies. He was also the brain behind the bespoke cocktails served at prestigious events like the IIFA Awards, Grey Goose Style Du Jour, Vogue Fly Beyond Awards, and the Bacardi NH7 Weekender.

Nitin has been an integral part of the team behind The Bacardi Legacy Cocktail Competi- tion by MTV – India’s first bartending reality show. He is the beverage director of Flyp@MTV where he is armed to showcase his skills behind the bar and to pioneer an all-new cocktails trend.

He is also the brain behind India’s first artesian cocktail bar EK BAR, a talked about bar for the creativity and stories behind each cocktail.

Nitin has conceptualised beverage menus for Talli Joe’s, London, Masque and Olive Bar & Kitchen Mumbai, The Fatty Bao chain, and hotels like Hyatt, Marriott and Trident.

Recently he was honoured as the Bartender/Mixologist of the Year by The Times Food & Nightlife Awards Delhi and INCA (India Nightlife Conference and Awards) in Mumbai.

 

Friends of the Industry – Bronze

Pankaj Kamble, Flair Bartender

Pankaj Kamble is a prodigy who rose from a humble background with bare minimum re- sources around him. A self-made man, he started his journey only a few years back with a lot of hardships and financial restrictions, yet he never let his perseverance and passion fail him. Starting as a self-taught flairologist, with basic education and self-research, he achieved many a feat a the young age of 27.

Now Pankaj is a proud founder of two bar schools from which over 1000 students passed out. The bar schools offer  beverage catering to top-class event companies. He has spearheaded various projects to take the bartending to a different level.

At a time when the bartending fraternity was in need for a push, Pankaj started spread- ing awareness messages to the masses on national television by talking about bartend- ing as a respectable profession. He has showcased flair bartending and spoken about bartending in shows like Guinness World Records hosted by Preity Zinta; Life Mein Ek Baar on National Geographic and Fox history, training celebrity Purab Kholi and his friends in the skills of bartending. He  also  showcased his skills in various tele-programmes like Entertainment Ke Liye Kuch Bhi Karega, and I Can Do It in which he trained celebrity chef Ranveer Brar for performing as a flair bartender.

Pankaj also made it to the Limca Book of Records for making the 421 jagger bomb trail (Aspri Sprits & Red Bull) in Bangalore for Sheraton Hotel’s launch of their unique Brunch.

 

Most Dynamic F&B Head – Gold

Sandeep Singh, The Leela Ambience Gurgaon

Sandeep Singh has proved his ingenuity in creating new, authentic menus for the restaurants under his charge, keeping in mind the décor and ethics of the restaurants.  This helps the guest understand the restaurant and make a cor- rect choice of dishes.

Sandeep is Bachelor of Hotel & Tourism Management from Vivekanand Institute of Hotel & Tourism Management, Rajkot, Gujarat.

Affable Sandeep is known for dealing with the big and small clients and vendors with utmost respect and care. He goes extra mile to maintain cordial relationships with all. “They not only help us in regular and consistent supply, but they conduct training sessions as well for our associates which are fruitful and also help in escalating revenues for our outlet,” believes Sandeep.
Sandee takes his team along and lends greater emphasis on communica- tion. He ensures that each and every associate is informed about the vision and mission of the department which eventually leads to the main vision of the hotel.

 

Best Bar in Delhi NCR – Gold

F Bar & Lounge, Best Stand-alone Bar in Delhi NCR category

F Bar & Lounge is spread over 10000 sq ft in Connaught Place, the heart of capital Delhi. It was re-launched by Bravo Hotels Pvt Ltd, a formidable player in the emerging hospital- ity segment in India, in alliance with the glamorous Fashion Television in May 2015. Since then it is a must go place for the people looking to spend some good time in uplifting en- virons.

F Bar can host about 800 guests. It is an all-day diner and transforms into a hip night- club from 8 pm till 1 am.

Striving for structured expansion in the food and hospitality industry across the country, Bravo Hotels’ first venture has already established them as a force to reckon with in the Indian hospitality segment. Their properties are known for world class F&B experience, top-notch standards of service and quality, excellent entertainment avenues and a swish ambience.

For the gourmands of Delhi, F Bar & Lounge boasts of a brilliant kitchen catering to an eclectic world cuisine, while an exhaustive bar menu perfectly complements the venue day and night.

The venue offers multiple zones for a connoisseur to indulge in a la carte gastronomical delights till 8 pm in a plush environment that reverberates with soft lounge, non-intrusive music. And, 8 pm onwards, the venue turns around into a classy night club as the elevated decibels of music lead you into the night.

 

Best Bar in Delhi NCR – Gold

Grappa Bar (Shangri-La’s – Eros Hotel, New Delhi) in Best Hotel Bar in Delhi NCR

Though relatively a new name in Delhi’s bar scene, GRAPPA has emerged as one of the top destinations for connoisseurs. Named after a popular drink of Italy, GRAPPA has a dynamic, casual and friendly vibe, boasting both indoor and alfresco seating.

One can enjoy early evening aperitifs on the restaurant’s open-air terrace and garden lawn or dine in the warm wooden interiors with muted lighting and French windows. The venue has a contemporary Italian feel with an energetic yet effortless vibe.

GRAPPA’s in-house DJ Oma plays every weekend at the bar and elevates the vibe of the space making it the go-to destination in the city.

GRAPPA’s international mixologist Mario Gonzalez Cabildo and its best home-grown talent Gaurav Dhyani whip up some of the finest cocktails. While Cabildo brings his own innovative mixology skills from Ibiza, Dhyani is a celebrity bartender, who has won several accolades.

GRAPPA offers an eclectic mix of the finest vintages and spirits along with handcrafted cocktails and Italian aperitifs. While the wine list includes several classics, the barrel-aged cocktails are strongly recommended. The food here has been carefully created to complement the drinks.

 

Best Bar in Delhi NCR – Silver

Rubicon (The Leela Ambience, Gurgaon) in Best Hotel Bar in Delhi NCR

A leading bar of the Delhi-NCR region, Rubicon Bar and Cigar Lounge is an elegant and stylish bar. It comes with a live jazz band and an impressive array of single malts, eclectic drinks and liqueurs. Its Wine Flights and Whisky Flights are known for an experience of different wines and various brands/blends with a nominal price.

The soothing décor of Rubicon enlivens the mood of the visitor. Warm, wooden colours complement the maroons, adding to the intense mood of the décor. Designed by Japanese designers Design Studio Spin, Rubicon opens out into a relaxed lounge, with huge French windows on one side and the view of the city’s bustling highway under.

The bar’s easy ambience and comfortable seating provide young and old guests the right setting to appreciate the finer details in life — the live jazz band, for instance, and an exhaustive list of fine beverages. Its most asked for cocktail is NH-8 which is an amalgamation of tomato, carrot and beetroot juice shaken with muddled ginger juliennes, fresh lime juice and vodka. NH-8 is served in rimmed rock salt and pepper-rimmed old fashioned glass.

Best Bar in Delhi NCR – Bronze

Story Club & Lounge (The Westin, Gurgaon) in Best Hotel Bar in Delhi NCR

With an elusive enthralling aura, sophisticated decor and captivating food and bever- age options, STORY is the eminent new spot for the Gurgaon elite. It is a nightlife venue designed to create a timeless experience through a combination of natural and modern aesthetics.

Though located in The Westin Gurgaon premises, STORY with a detached, dedi- cated entrance has an identity of its own.

A sprawling and beautifully crafted bar is the focal point of STORY on level one. The bar is one of the key features of the lounge, serving up an array of unique blends and concoctions, made perfect with its team of award-winning mixologists.

Food and beverage at STORY have been conceptualized and prepared with perfect technique, yet leaving ample room for creativity, giving the guests an unmatched gas- tronomical experience.

A novel highlight of STORY is the Cigar Lounge. Also, music is an integral part of STORY which hosts themed nights and renowned resident DJ playing every night of the week.

 

Red Wine Category – Gold
Chêne Grand Reserve 2010

Grover Zampa Vineyard

 

Red Wine Category – Silver
Reveilo Sangiovese 2016
Reveilo Vintage Wines Pvt Ltd

 

Red Wine Category – Bronze
KRSMA K2
KRSMA Estate Pvt Ltd

 

 

Still Rose Wine Category – Gold

Grover Zampa Rosé 2015
Grover Zampa Vineyards Ltd

 

 

Still Rose Wine Category – Silver
Sula Zinfandel Rosé 2015
Sula Vineyard

 

 

Still Rose Wine Category – Bronze
York Rosé 2015
York Winery Pvt Ltd
White Wine Category – Gold
KRSMA Sauvignon Blanc 2016
KRSMA Estate Pvt Ltd
White Wine Category – Silver

Sula Riesling 2016
Sula Vineyards Pvt Ltd
White Wine Category – Bronze

KRSMA Chardonnay 2016
KRSMA Estate Pvt Ltd

 

Sparkling Wine Category – Gold
Chandon Rosé
Moét Hennessy India Pvt Ltd

 

Still Rose Wine Category – Silver

York Sparkling Cuvée Brut
York Winery Pvt Ltd

 

Still Rose Wine Category – Bronze

Grover Zampa Soirée Rosé
Grover Zampa Vineyards Ltd