Discover the Stories Behind Your Favorite Liquor Brands: Sip, Savor, and Learn

Have you ever been curious about how your favorite spirits are made? Recently, several alcohol brands in India have opened experience centers that let you dive into the world of liquor firsthand.

In April, Piccadily Agro Industries launched the Indri Experience Centre in Haryana, where you can explore the process behind their award-winning single malt whisky. Shalini Sharma, the marketing head, says this center is more than just a visit; it’s a chance to see the artistry and passion that go into every bottle.

At the Indri Experience Centre, you can join guided tours, whisky appreciation sessions, and learn about the various stages of whisky-making. It’s a fully immersive experience designed to engage your senses.

Meanwhile, in Bengaluru, Diageo India opened The Flavour Lab under its The Good Craft Co initiative. Vikram Damodaran, the chief innovation officer, described it as a “playground” that helps consumers understand how spirits are created, from sourcing ingredients to the distilling process. They’re also planning to unveil a new immersive space called The Flavour Market in Goa, set to celebrate Indian craft spirits on a larger scale.

Travelers in Mumbai can discover the extensive range of premium spirits at Suntory Global Spirits’ new boutique at Chhatrapati Shivaji Maharaj International Airport. Ashish Gandham, MD of global travel retail, highlighted that India is a fast-growing market in aviation and travel retail, making this store a must-visit for spirits enthusiasts.

In Goa, the Paul John Visitor Centre allows visitors to explore cask storage and participate in tasting sessions. Heemanshu Ashar, the global brand ambassador, emphasizes that these experiences provide deeper insights into their whisky selections.

While these experience centers are new for whisky brands, they’ve been common for wineries in India for a while. Sula Vineyards near Bengaluru offers tours that explain wine-making from start to finish. Visitors can taste award-winning wines, dine, and even purchase directly from the vineyard.

Expert Insight:

According to a recent survey by Statista, the global spirits market is projected to grow to over $1 trillion by 2024. This growth is influenced by rising interest in craft spirits and experiential retail. Brands are increasingly leaning into these experiences to connect with consumers, showcasing the craftsmanship behind their products.

Overall, these experience centers offer much more than just a tour; they’re a way to appreciate the full journey of your favorite spirits. If you’ve ever wanted to understand the nuances of distilling, now you can do so in a hands-on way, gaining insights that make every sip more enjoyable.

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