Indian Liquor Industry Moves Towards Spirits

In: Business and Management

Submitted By naveen5184
Words 796
Pages 4
The smell of Desmondji's Pure Cane is heavy, sweet and slightly rancid, like the deteriorating debris of a sugar-cane juice vendor's stall. Which is pretty accurate since this colourless spirit is distilled from fermented sugarcane juice.

It is not rum, which is made from molasses, but like Brazilian cachaca or Caribbean rhum agricole, both fiery spirits made straight from sugarcane. For a country that grows so much sugarcane, this is strangely the first spirit made directly from it - legal and above board, that it is.Pure Cane, which has just been launched by the Goa-based Desmondji, is also an example of a new trend in the Indian spirits industry - the move towards spirits made from authentic source materials, in traditional ways.

This is counter to the way the oddly named Indian Made Foreign Liquor (IMFL) category was conceived in the past. These were made by flavouring and colouring extra neutral alcohol that was derived from molasses, cheaply available as a by-product of sugar manufacture. Nearly all Indian versions of whisky, brandy, gin, vodka were originally made from molasses.

Second After Agave Spirit

Which meant that by international standards, Indian whisky was not really whisky, since real whisky had to be made from malted grains. It was, at best, a strange kind of rum, which is the one spirit really made from molasses. Pure Cane is, in fact, the second authentic spirit that the company has launched, after it started with Agave Spirit, made from the same base of a cactus-like succulent that is used to make Mexican tequila.

The company cannot call its spirit tequila since that term is exclusive to the spirit made in Mexico - and fiercely defended by them. But it is made from the same blue agave plants, grown in the Deccan, and made into spirit in the company's distillery in Andhra Pradesh.

Originally from the drier regions of Mexico and…...

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