Ambrosia - September 2016

ed
ct tion
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r
st ula
Reirc
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@Ambrosia_magazine
Vol:24 No: 04 september 2016
www.ambrosiaindia.com
Asias largest circulated alcobev magazine
Diageo reaffirms
Strong India Market
Outlook
Exclusion of alcohol
from GST a loss for
government
The Scotch of the times
The Liquor Retail Route
A Whisky
Tour
A SAP MediA
PublicAtion
Editorial
Editor/Publisher
Trilok Desai
Group Head
Bhavya Desai
Executive Editor
Vincent Fernandes
Delhi Bureau Chief
Amitabh Joshi
Special Correspondent
Lopamudra Ganguly
Correspondents
Toprit Saifi
Layout Artists
Goraksh Kokate
Rajendra Gaikwad
Director (Marketing)
Aruna Desai
The festive challenge

The rains continue and alcobev marketers are waiting with bated breath to give a final
push to their marketing activities ahead of the festive season. While product launches
are already beginning the more bargain offers have yet to be unveiled. Most companies,
distributors and retailers try to push their less fast moving brands to help shore up their
finances. With the government looking to end the financial year on December 31st there
is bound to be frenetic activity by companies to shore up their balance sheets.
As Indspirit 2017 will take place on January 20th, making it perhaps the perfect time
for top company executives to plan for the year. The conference will not only provide
lively debate but it could be an eye opener on likely trends for the year. Market statistics
too will be discussed and provide useful pointers for marketers to plan their marketing
activities. The conference will encompass marketing and production activities at every
level including duty free which is at a critical area of growth.
The recent Trinity Mumbai Forum higlighted the growing threat of Ecommerce on
duty free sales and the importance of Millenials who are perhaps the biggest buyers
online. The importance of creating the perfect experience for flyers both in departures and
arrivals to create more time and an inclination to shop at duty free.
Liquor marketers need to think out of the box to bring customers to retail store and
buy their brands rather than wait for the trade to push their brands. GST would have made
a difference but despite the best efforts of the industry and their respective associations it
could not convince the government to include alcohol in the GST ambit.
With unhealthy prohibition policies looming large it would also be prudent for
companies to promote responsible drinking and even focus on the after effects of excessive
drinking in the extreme rural areas to send a message to the government that the industry
is against people drinking hooch and the local country. These people are the vote banks
for the politicians but by no means potential customers for the alcobev industry and this
populations are indeed very large.
Manager (Advertising)
Laila Rupawalla
Dy. Manager (Advertising)
Kora Ganguly, Singapore
Marketing Executive
Laukik Pawar
Ritesh Thakkar (Delhi)
Copy Desk
Sameer Gadkari
Production Manager
Manoj Surve
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AMBROSIA September 2016
CONTENTS
CONTENTS
September 2016
08
04 Diageo reaffirms Strong India

Market Outlook
06 Exclusion of alcohol from GST
a loss for government
08 Trinity Mumbai Forum to
tackle key travel retail issues
04
12 Chandon looks at India for

growth
16
14 Cathay Pacific sojourn with

wines
16 The spirit of Tasmania
18 Hardys launched two new
wines
22 The Scotch of the times
26 Cabinet clears Model Shops
and Establishment Act
12
14
27 Volume of Scotch exports grow

in first half of 2016
28 The Liquor Retail Route
30 Louiis XIII and the enduring Art
of Travel
36 Bridging the gap between
North and South
50 A Whisky Tour
22
62 Tease Bar
50
28
62
From the heart of

Glasgow, a Scotch
that brings friends
together
KELVIN BRIDGE is blended to be enjoyable at anytime of the day or night. Its easy drinking style
is superb as a neat dram or perfect with a splash of water. One things for sure, youll never regret
crossing over to KELVIN BRIDGE Scotch Whisky.
Distributor contact information: Two Friends,
210-211 Essel House, 10 Asaf Ali Road, New Delhi 110002.
T: +91-11-23237762 E: mail@twofriends.in
www.twofriends.in
profile
Diageo Reaffirms Strong

India Market Outlook
Company also strengthens global position
ccording to the Diageo PLC

Chairman, Dr. Franz B. Humer,
the companys investment in
United Spirits Limited (USL) in India
offers Diageo a transformational growth
opportunity in one of the most attractive
spirits markets in the world. India is set
to become the second country after China
with a population of more than one billion
consumers of legal purchase age, with the
expected growth of 1819 million legal
purchase age consumers per year.
In a statement surmising Diageos
Annual Report for 2016, the liquor giants
Chairman, Dr. Franz B. Humer, said
Diageo became the principal shareholder
in USL in India in July 2013, and has
been determined to capture the significant
growth opportunity of one of the largest
spirits markets in the world.
On 25 February 2016, Diageo
announced that it had entered into an
agreement with Dr Vijay Mallya under
which he resigned from his position as
Dr. Franz B. Humer
Chairman and Non-Executive Director of

USL and from the boards of other USL
group companies. The agreement brought
to an end the uncertainty relating to the
governance of USL and put in place a fiveyear global non-compete (excluding the
United Kingdom), non-interference and
standstill arrangement with Dr Mallya,

Humer stated.
On the global front, regarding managing
geo-political risks and opportunities,
Humer stated that political and other
volatility continues to be a growing feature
of the global economy and many of the
markets in which Diageo operates. The
company is continually improving its
ability to understand and interpret it; and to
evaluate and act against the potential risks
and the opportunities for the business. It
has integrated the work of its strategy, risk
and public affairs teams and also improved
in-depth analysis of, and scenario planning
for, priority markets, confident that this
will further enhance our resilience and
growth potential.
As for Brexit, Humer said that It is
too early to assess the implications of
the United Kingdoms decision to leave
the European Union for our business
and operations over the longer term. We
believe, however, that with our proven
record of managing trade and operating
globally, Diageo remains well placed to
deliver its performance ambition.
In his statement, Ivan Menezes, Chief
Executive of Diageo, said that Following
the UKs vote to leave the EU on 23 June
2016, the company is working closely
with government and its industry bodies
to ensure its views are reflected in the
transition process. We welcome the
formation of a specialist international trade
department, as it is important for Diageo
that the UK continues to benefit from open
access to the EU as well as favourable
international trade agreements. We believe
that the outcome of this referendum will
not have any material near-term impact
on our business and we are well placed
to continue our global business without
significant disruption, Menezes said.
He stated that the company has a clear
strategy, consistently applied, which has
Ivan Menezes
returned Diageo to both organic volume

and organic net sales growth, delivered
margin improvement and a strong cash
performance.
This year we delivered organic
volume up 1.3%, and organic net sales up
2.8%, with a stronger performance across
both in the second half. The improvement
in organic net sales has been driven by a
return to volume growth, and a significant
turnaround in US Spirits, Menezes stated.
He said Diageo is a more focused
company following the disposal of
non-core businesses. These disposals,
along with adverse exchange, did however
impact reported net sales, which declined
3.0%.
We have sustained positive price/
mix despite a weaker pricing environment
globally, and we have strengthened our
leadership position and brought our brands
to an increasing number of consumers.
Our beer business has grown for seven
successive quarters and continues to
provide a strong distribution platform for
our spirits ambitions in Africa, he stated.
According to Menezes all six
global giant brands reported improved
performance this year. Smirnoffs and
Captain Morgans improvement was
driven by their performance in the United
States combined with continued good
growth in Europe. Guinness momentum
continues with the brand growing in Africa
and in Great Britain and Ireland, supported
by innovations from The Brewers Project.
North America delivered organic net
sales growth of 3%. This performance
is in line with our expectations, with the
biggest contributor to organic net sales
improvement being that our biggest brands

are back in growth, Menezes stated and
went on to point out that organic operating
margin was up, driven by favourable mix
effect and marketing efficiency.
Operating profit grew 3.5% on an
organic basis. On a reported basis, operating
profit was up 1.6%, negatively impacted
by exchange and disposals. Earnings per
share before exceptional items was up 1%
as profit growth, higher associates income
and lower finance charges more than offset
the impact of exchange and disposals.
Over the past three years, my goal has
been to put the consumer at the heart of
our business. Consumer trends are moving
faster than ever before and companies
that can interpret and deliver quickly
against consumer insights will thrive.
The renewed momentum we have in the
business is because we have the consumerfacing culture required to succeed and the
agility to move at pace, stated Menezes.
He said the company had shifted the
focus of its marketing to be centred on
the recruitment and re-recruitment of
consumers and on what drives consumption
occasions, and it is introducing more rigour
around the evaluation of the effectiveness
of its spend. We continue to
uphold the highest standards
of responsibility, ensuring
that all our marketing
activities adhere to our strict
Diageo Marketing Code. We
are long-standing leaders
in providing consumer
information to help people
make informed choices as
part of a balanced lifestyle,
and recently announced
that Johnnie Walker Red
Label will be the first
global brand to provide
per serving alcohol content
and nutritional information
on-pack, Menezes stated.
The new labels are
designed to help consumers
understand whats in their
glass, and conform to the
new Diageo Consumer
Information
Standards
which came into force on 1
July 2016 and applies to all
Diageo brands.
During the year, I
also had the opportunity to launch our

new DRINKiQ exhibit at the Guinness
Storehouse in Dublin, Ireland, which is one
example of our work to help people make
informed decisions. This exhibit supports
our global responsible drinking website,
DRINKiQ.com, which was relaunched
in January this year in 12 languages,
Menezes stated.
Regarding outlook, he said that Diageo
has an enviable portfolio of brands, a truly
global footprint and exposure to the fastest
growing opportunities in the sector. The
business is now able to respond faster to
consumer insights, to shape trends and
to deliver. We have been embedding a
productivity culture, and are
committed to sustainable
efficiency in every area of
our cost base to achieve 500
million pounds in savings in
the coming three years.
Menezes stated that
two-thirds of the efficiencies
identified will be re-invested
back into the business to drive
growth. We are confident
of achieving our objective
of mid-single digit organic
net sales growth, and in the
three financial years ending
2019 delivering 100 basis
points of organic operating
margin improvement. I am
also confident that, with the
consumer at the heart of our
business, we will extend
our leadership position
and become one of the
most trusted and respected
consumer
products
companies in the world,
stated Menezes.
Amitabh Joshi
Special Feature
Exclusion of alcohol from

GST a loss for government
The alcobev industry has tried their best to convince the government to include liquor
in GST. Excerpts of the presentation made by the industry nearly a year ago.
represents approximately 2.0% of the

total GST base. The industry assumes that
inclusion of alcohol in GST will bring 50%
of the undeclared sales into the reported
sales segment.
The total retail value of alcohol sale
including 50% of the non commercial in
2014-15 is estimated to be `2.75 lakh crore,
which represents approximately 5.0% of
the total GST base.
he
Constitution
(122nd
Amendment) Bill, in its current
form, excludes alcohol from the
GST base The exclusion is due to States
concerns about loss of revenue and loss of
control over the sector The States concerns
are misplaced. Inclusion of alcohol in GST
will enhance States revenues Alcohol in
GST can help reduce the overall Revenue
Neutral rate (RNR) for GST.
Estimate of Alcobev (Commercial) Industry

Taxation (2014-15)

AS IS
Rs Crore
I
N
P
U
T
S
Base Value
TO BE
Taxes
TOTAL
Base Value
GST @
20%
Other
Taxes
ST / VAT
TOTAL
Incremental
Tax
Spirits
12,923
1,100
14,023
12,923
2,585
15,508
1,484
Beer
5,557
698
6,255
5,557
1,111
6,668
413
18,480
1,798
20,278
18,480
3,696
22,176
1,898
TOTAL
Base Value
ED etc
ST / VAT
TOTAL
1,32,916
43,575
31,153
1,32,916
43,296
21,306
43,951
18,883
58,188
Assumes
Alcohol
OUT of 21,990
GST
15,779
Alcobev
Industry
Base Value
Spirits
O (Branded)
U Country
T Liquor (Est)
P
U Beer
T
TOTAL
ED etc ST / VAT
43,575
58,188
21,306
21,990
18,883
15,779
31,153
9,289
95,957
2,20,163
Government
whenof
alcohol
is out
of in
GST
The totalrevenues
retail value
alcohol
sale
(Inputs attract GST)
2014-15 is estimated to be `2.2 lakh crore.

Given that the GST base is `55 lakh crore,
AS IS
Sample Value figures
Value
this
represents approximately
4.0% of the
used in Rupees/case
State
A/c
total GST base. This estimate Central
includes
only
A/c
the
reported
sales
by
the
organized
sector
Wet Goods
245
0
5
Goods
27 sales by5
Dry
unreported
/ illegal / 218
undeclared
Personnel Costs
the
unorganised sector75(non commercial
Operating Overheads
66
9
0
alcohol)
have not been
Interest + Depreciation
75 included in the
estimates.
The total retail value of non
Margin
BILLING PRICE alcohol1,000
commercial
sale is estimated
Excise Duty
0
1,000
which
(by WHO) to be `1.1 lakh crore,
Sales Tax / VAT (on
Value+ED)
150
Governments'
Revenue
43,296
9,289
95,957
36
1,160
43,951
2,20,163
Alcohol in GST: Governments will

gain revenue
If alcohol is included in the scope of
GST, the governments would gain Rs 2500
crore in output tax for each percentage
point of the GST rate. If the GST rate is
20%, the total GST revenues from alcohol
would be `50,000 crore.
It is assumed that all other existing
taxes on alcohol (e.g. state excise duty)
will continue without any reduction. GST
on alcohol would be levied in addition to
all other existing taxes. The revenue gain
to the States from improved compliance
would be substantially more than that to
the Centre.
The States would collect existing taxes
as well as the GST. In addition, the States
will collect additional revenue (e.g. excise
duty) from the hitherto undeclared sales,
which will be retained exclusively by them.
The Centre would gain only the GST.
Alcohol in GST the impact on RNR
GST will be an additional tax for

governments
Given that the current reported alcohol

GST Scenario:
excluded
sales account
forAlcohol
about
4%from
of the GST
GST
IMPACT
base, inclusion of alcohol in the
GST
Central A/c State A/c
TOTAL result in a reduction
TOTAL
should
of
the
overall
(CGST)
(SGST)
GST
0.4 percentage
points.
250 RNR by
24.5
24.5
294
250
21.8
21.8
261.6
After inclusion
of non-commercial
75
75
sales
also, the estimated sales
account for
75
5.5
5.5
77
5%75of the GST base. Thus,75inclusion of

alcohol
in the GST can result217
in a reduction
275
1,000
of
the overall GST RNR by1,000
0.5 percentage
1,000
0
1,000
1,000
points.
Industry has proposed that alcohol be

subject to GST without any reduction in
the existing state taxes (excise duty & sales
tax). GST will be an additional tax and not
a replacement for the existing taxes. As a
result, application of GST to alcohol will
lead to: more revenues from the sector;
higher prices and States power to tax and
regulate alcohol remaining unchanged.
In spite of the additional tax burden, the
industry is keen to have GST extended to alcohol:
150
150
2,150
Price to Wholesaler
By excluding alcohol from the GST

base, the governments would be sacrificing
substantial revenues and allowing the
leakages under the current tax regime to
continue.
150
2,150
52
1202

Taxation (2014-15)
AS IS
to have better control and monitoring of

illicit liquor sales, to minimize the incidence
of blocked input taxes (if alcohol is
exempted) which lead to inefficiencies in
production and distribution.
Exclusion of Alcohol will harm genuine
industry, but favour illegal market and is
against the GSTs objective
Input credits available to manufacturing
units till sale, amount to Rs 36,960 crore.
This amount does not cover input credits
to non declared non-commercial alcohol.
Estimated size of duty paid cheap liquor
and country liquor is 500 Mn 9 litre cases.
The operating margin per case is low
on this segment. Any increase in input
costs would erode margins significantly
and drive this segment underground
(non-commercial).
Estimated turnover of non-commercial
alcohol on conservative basis and growing
at CAGR OF 11% is `109,483 crores,
comprising mainly cheap liquor and
country liquor. Input credits on both the
above i.e., liquor driven underground
and existing non-commercial alcohol
would necessarily also go unreported, as
the arbitrage opportunities are large. This
would be like a spreading cancer.
All input industries would be impacted,
including packing material, consumables,
ethanol suppliers and all service providers
both to manufacturing and entertainment
segment.
Alcohol route to market is the same
as any FMCG product. Input credits to
all service industries such as hotels, bars,
restaurants, pubs, supermarkets, party
functions, and ancillary service providers,
would also be impacted. Therefore
estimate size of taxes not collected would
continue and growing at CAGR of 11%.
The industry has ignored the impact of
such evasion on other industries and mind
set on compliance, which has historically
been an issue for the Government and one
of the reasons why VAT and now GST is
being introduced.
Base
Value
Indian
GST @
GST
20%
12,923
2,585
Incremental
Other
Tax
ST / VAT
TOTAL
will
Taxes conform to international
best practices.
Base Value
TOTALor
means, any tax
on supplyTaxesof goods,
services, or both, except taxes on the supply
I Spirits
1,100
12,923
14,023
of Nalcoholic
liquor
for human consumption.
this means698 increased
P All
Beer in all 5,557
6,255
U
government
revenues, state's current
T Alcobev
powers
to regulate
and tax alcohol
18,480
1,798 retained
20,278
S Industry
and protected, documentary audit tral
Base Value
ED etc ST / VAT
TOTAL
provided which in turn will improve
Spirits
43,575reduce
58,188 black
31,153 money/
1,32,916
taxO collection
and
(Branded)
corruption,
reduction
of
illicit/spurious/
U Country
21,306
21,990
43,296
T Liquor (Est)
non-duty
paid alcohol
and
thereby curb
the
P
incidence
of
deaths
due
to
consumption
U Beer
18,883
15,779
9,289
43,951
of Tillicit alcohol, reduction in tax on food,
TOTAL and other consumer
95,957
2,20,163
clothing
goods
and
15,508
1,484
Alcohol
should
5,557
1,111
0 be included
0
6,668 in the
413
GST
Exclusion,
if at
18,480
3,696
0 all considered
0
22,176 necessary,
1,898
should not be under the Constitution itself .
Base Value
ED etc ST / VAT
TOTAL
The definition of goods and services
43,575 under 58,188
31,153 1,32,916
0
tax
the Constitution
(122nd
Assumes
Amendment)
Bill,
2014
should
be
amended
Alcohol
21,306 OUT of 21,990
43,296
as
follows: (12A) goods &
service tax
means, GST
any tax on supply of goods, or
18,883
15,779
9,289
43,951
0
services, or both, except taxes on the supply
95,957 for human
2,20,163
of alcoholic liquor
consumption.
Government revenues when alcohol is out of GST
Government revenues when alcohol is out of GST

(Inputs
attract
GST)
(Inputs
attract
GST)
GST Scenario: Alcohol excluded from

GST
AS IS
Sample Value figures

used in Rupees/case
Wet Goods
Dry Goods
Personnel Costs
Operating Overheads
Interest + Depreciation
IMPACT
Value
Central
A/c
245
218
75
66
State A/c
0
27
5
5
TOTAL
250
250
75
75
24.5
21.8
24.5
21.8
5.5
5.5
TOTAL
75
1,000
1,000
217
1,000
1,000
150
150
Excise Duty
1,000
Sales Tax / VAT (on

Value+ED)
150
150
2,150
Price to Wholesaler
Governments'
Revenue
36
294
261.6
75
77
75
275
1,000
1,000
BILLING PRICE

(CGST)
(SGST)
75
Margin
2,150
1,160
52
1202
TOTAL
IMPACT
Governments revenues
when alcohol
in GST is in GST
Governments
revenues
whenisalcohol
1,000
BILLING PRICE
State Duties
SGST @ 10% on Billing Price + State Duties
CGST @ 10% on Billing Price + State Duties
1,150
1,150
215
215
215
215
2,580
Price to Wholesaler
Governments revenues when alcohol is in GST
Revenue Distribution
On Inputs
State Revenue
On Output
Less:Set-off
5+5
1,000 + 150
0
24.5 21.8 5.5
= 1,365
24.5 + 21.8 + 5.5
On Output
Less:Set-off
24.5 21.8 5.5
36
= 215
TOTAL
In GST scenario with

Alcobev INCLUDED
24.5 + 21.8 + 5.5
215 + 1,150
27 + 9
0
On Inputs
Central Revenue
Current
= 1,160
TOTAL
Alcohol should be included in the

GST
Exclusion, if at all considered necessary,
should not be under the Constitution itself
The definition of goods and services
tax under the Constitution
(122nd
Amendment) Bill, 2014 should be amended
as follows: (12A) goods & service tax
TO BE
Rs Crore
215
State Revenues INCREASE in a GST scenario if Alcohol is INCLUDED in GST
Source-alcohol-in-gst.in
Special Feature
Trinity Mumbai Forum to

tackle key travel retail issues
Travel reTail addressed The Twin challenge from e-commerce and
how To improve The saTifacTion of cusTomers.
Inaugurartion ceremony
he Trinity Forum, the worlds leading airport commercial

revenues conference, took place this year on 12-14
September in Mumbai at the Trident Nariman Point. The
event, co-organised by The Moodie Davitt Report, ACI World and
ACI Asia-Pacific, was hosted by Mumbai International Airport
Limited.
The theme for the conference was Adding value to the
consumer journey in an onmi-channel age. The event was hosted
by GVK and Mumbai Airports International Limited.
The Moodie Davitt Report Founder & Chairman Martin
Moodie said: We are thrilled to see The Trinity Forum come for
the first time to India at a critical time for that countrys airport
channel and amid the continuing evolution of travel retail.
Our host Mumbai International Airport Ltd has been among
the most progressive of Indias airport companies, with a sharp
focus on consumer and commercial services, and with a vision
of how the traveller of the future will want to experience airport
services.
The Moodie Davitt Report Founder and Chairman Martin
Moodie launched the morning session with a welcome and a
warning. The dramatic rise of e-commerce is more than a storm,
he cautioned, and it potentially represents climate change for
the industry.
The Trinity Forum was founded in 2003, just 12 years ago,
he said. This may surprise you but did you know that in 2003,
Facebook had not even been founded? Nor Instagram. Nor Twitter.
Nor YouTube. Nor PinInterest. No Tumblr. No TMall. No TBao

Marketplace.
E-commerce was in its infancy, considered by most consumers
to be high-risk, fanciful, insecure; shunned by most brands as
shadowy and uncontrolled; dismissed by most travel retailers as
something to worry about another day.
That day wasnt long in coming.
That digital theme resurfaced on many occasions throughout
the day. A strong emphasis was also placed on the need for travel
retail to develop a partnership approach that fully utilises its
key defensive assets especially the multisensory experience,
something that no online operator can match.
ACI World Director General Angela Gittens highlighted the
scale of the industrys opportunities in her summary of the longterm growth trajectory of global traffic.
The pioneering GVK Executive Chairman Dr GVK Reddy
welcomed delegates and shared his vision and justifiable pride
in the extraordinary passenger experience created at Mumbai
International Airport.
The ability of travel retail to evolve was dynamically
demonstrated through a video of best practice in airport commercial
revenues, produced by Marshall Arts, which included Dubai
Internationals Concourse D, Lagardre Travel Retail at Auckland
Airport and Gebr. Heinemann at Sydney.
GV Sanjay Reddy, GVK Vice Chairman and Mumbai
International Airport Managing Director, shared a warm
expression of GVKs vision at Mumbai Airport Indian in heart
and spirit. His presentation on The power of (infinite) possibility
for airports offered one of the most engaging Trinity perspectives
seen from the airport sector and subsequently inspired a number of
discussion paths throughout the day.
An outstanding first morning session featuring an open debate
involving industry leaders has been further strengthened by the
inclusion of GV Sanjay Reddy, Vice Chairman GVK and Managing
Director Mumbai International Airport Ltd a visionary of Indian
airports and aviation. Mr Reddy presented his vision of The
power of possibility for airports. He dwelled on his experience in
creating a brownfield airport at Mumbai which was built in record
time, with multiple challenges and it was his love for challenges
that saw the project through.
Other panellists included Julin Daz, CEO of the worlds
leading travel retailer, Dufry; Dayalan Nayager, Managing
Director of the channels biggest supplier, Diageo Global Travel;

and Paul Griffiths, CEO of the busiest international airport.
Reddy was then joined by Dufry Chief Executive Officer
Julin Daz and Diageo Global Travel Managing Director Dayalan
Nayager in an engrossing heavyweight panel session that gradually
drew a deeper and increasingly frank sharing of perspectives. A
shared emphasis on the customer experience brought them closer
but the repercussions of intransigent MAGs remained at the heart
of the discussion and, for Daz, represent a major hurdle.
Showing leadership: Sanjay Reddy, Dayalan Nayager and
Julian Diaz took part in a compelling early panel on the industry's
direction and future.
The outcome was, perhaps inevitably, a stand-off between the
airports obligation to take the highest offer and the retailers need
for financial discipline but the verbal exchanges highlighted the
power of debate and the possibility of closer industry cooperation.
From brand to experience:

Oettinger Davidoffs HansKristian Hoejsgaard highlighted
the companys success in appealing to Millennials
Oettinger Davidoff Chief Executive Officer and President
HansKristian Hoejsgaard shared the brand perspective in
Re-inventing the bricks & mortar of the airport retail model to
move from brand to experience, citing Davidoffs success in
appealing to a new audience Millennials.
IBMs Global Leader, Travel & Transportation Centre of
Competence Travel & Transportation Ravi Shankar shared a
highly credible external perspective that focused on consistency
across the passenger experience.
Looking at transforming the consumer journey, the Airports
Panel featured perspectives from Mumbai International Airport
Chief Commercial Officer Sanjay Khanna, Singapore Changi
Airport Senior Vice President Airside Concessions Teo Chew
Hoon and London Heathrow Airport Head of Retail Strategy Kim
Gray.
Gray provided a memorable line: Its not about more; its about
different. Khanna offered a vision of the passengers expectations
and outlined a new e-commerce platform and shared images
from a memorable Delight-full Diwali campaign.
In the Trinity Panel that closed the afternoon session, Dubai
Duty Free Chief Operating Officer Ramesh Cidambi, FLIO Air
Media Service Chief Executive Officer Stephan Uhrenbacher and
Lagardre Travel Retail Chief Business Officer Frederic Chevalier
assessed travel retails role in an omni-channel world.
Chevalier (a very able last-minute substitute speaker)
emphasised that the digital world is the customers playground and
we must play by their rules.
Cidambi provided a rousing finale as he delivered probably
the days most impassioned and candid commentary, calling it
inexcusable that online offers are often pale imitations of the
full airport inventory. He pulled no punches in using 29 years of
experience to dissect the industry and even challenged his own
operations as among those struggling to present a complete online
offer.
Other top-line additional speakers include Guy Stephenson
Chief Commercial Officer, London Gatwick Airport; Saurabh
Kumar, Chief Executive Officer, Hyderabad Duty Free Retail
Speakers at the event
Limited, GMR Group; and Chris Rayner, CEO, SSP Asia-Pacific.

All three are participating in a dedicated ACI World session on
14 September entitled Evaluating the critical correlation between
passenger satisfaction and financial performance.
The Trinity Forum 2016 Day twos speaker Stefano Baronci,
Director, Economics, ACI World, then led the ACI World
session: Evaluating how passenger satisfaction drives airport
non-aeronautical revenues.
In a Trinity Forum exclusive launch, Baronci presented ACIs
latest profiling initiative, ACI Passenger Personas. The series of
six personas highlighted the increasing depth and sophistication of
passenger profiling methodology and opened up the intriguing
opportunity for airports and retailers to share a sharper picture of
the key target travellers.
Baroncis suggested that an increase (1%) in customer
satisfaction can significantly out-perform corresponding expansion
in retail space or rise in traffic.
For the airport industry, a deeper understanding of the
behavior and needs of the passenger is vital to achieving higher
levels of customer service and developing new efficiencies in
airport operations, said Angela Gittens, Director General, ACI
World. This understanding also has vital potential for increasing
non-aeronautical revenue performance.
"ACI's Airport Service Quality research and analysis suggests
that, for most airports, prioritising customer service results in
the greatest positive impact on non-aeronautical revenue - it can
potentially deliver an even greater return on investment than can

be achieved through traffic increases or expansion of commercial
space," says Angela Gittens, Director General, ACI World.
"Of course, each airport faces unique issues in determining
its investment programme, but traditionally, most airports have
looked to traffic volume and retail space increments as the key
engines of revenue growth. We now see that increasing customer
satisfaction may well be the optimal route," continued Director
General Gittens. "The in-depth tailored data provided by the
ASQ programme not only gives each airport its own pathway to
maximising service quality, but also helps deliver the best return
on its carefully targeted investment."
Each persona provides the airport not only with a more
detailed understanding of the passengers needs, preferences and
behaviour but also gives guidance on how those parameters are
evolving, creating a series of passenger portraits that are unique
to that airport. As such, the personas are much more valuable than
a simple static snapshot profile and will actually evolve with the
pattern of changes in passenger behavior, concluded Gittens.
Glyn Williams, General Manager, Retail, Sydney Airport,
Guy Stephenson, Chief Commercial Officer, London Gatwick
addressed the question How should todays airports view the
Airport, consolidated the passenger profiling theme as he
travelling consumer?. He shared the airports stunning new
emphasised the need for an ever-closer focus on the consumer.
passenger experience, built on reaching the customer from
But he said that further breakdown of the passenger was needed,
roadway to runway.
noting, Its not just about who the passenger is, its also about the
The final Trinity Panel promised a straight-talking look at the
time of day.
future and arguably The Trinity Forum s standout presentation
Equally articulate perspectives from Saurabh
by Kai Schmidhuber, Executive Vice President
Kumar, Chief Executive Officer, Hyderabad
Multi-Channel, Fraport, stunned the audience
Duty Free Retail Limited, GMR Group, and The industry
with the depth, foresight and quality of execution
Chris Rayner, Chief Executive Officer, SSP must focus on the
of the digitally-powered experience at Fraport.
Asia-Pacific further developed the discussion. experiential, not just
Mobile devices are changing the way we
Rayner emphasised that a stronger F&B offer the transactional.
all live, he said. We need an eco-system that
does not cannibalise retail spend quite the Travel retail remained
combines your online and off-line worlds we
opposite. Kumar further expanded the debate
need new channels to reach them and its going
as relevant as ever
on ACIs fascinating 1% solution by citing
to be a very digital journey.
Hyderabads experience of a +6% rise in ASQ
He noted that attention is the new currency
score that supported growth in non-aeronautical revenue of twice
and an ominous warning that some of you have already missed
that rate.
the plane. But the big talking point of his presentation was a trial
The subsequent debate on the challenges and opportunities
three-way partnership between Lufthansa, Frankfurt Airport and
of social & digital media and e-commerce led Eugene Barry,
Gebr Heinemann, in which passengers can browse and shop in the
Executive Vice President, Commercial & Communications, Dubai
air from the entire ground-shop range and collect on delivery.
Airports, to call for the industry to stand up, stand out and
In another outstanding presentation, Michael Guenoun, Managing
create compelling reasons to shop. He expressed frustration at the
Director Travel Retail Asia, Cartier, said the industry must focus on
industrys weakness in focusing on the whole customer journey.
the experiential, not just the transactional. Travel retail remained as
Profiling is vital and airports need complete integration of
relevant as ever, he said, it just needed to be approached and executed
approach across the whole airport journey a cohesive approach.
the right way for a luxury brand such as Cartier.
Amit Butani, Founder, DutyFree.Buzz, re-ignited the
Guenoun said: Travel retail is a fantastic route for brands to
previous days intense analysis of pricing and unveiled his
communicate with the customer, adding later, Make the journey
new online price comparison site (DutyFree.Buzz). He also
less of a process and more of an experience.
previewed a deeply ambitious new initiative called Proxy,
Paul Topping, Director & Board Member, Flemingo
which seeks to encourage travellers not using their allowances
International, then emphasised that the fundamentals of knowing
to purchase on behalf of others.
your customer remains paramount.
Peter Zottl, Vice President Travel Retail, Swarovski,
Completing a quality quartet, Stefan Dembinski, Organization
emphasised the power of embracing digital and concluded his
and Commercial Re-engineering Project Leader, Global Travel
highly entertaining session with the point that pricing is a card that
Retail LOral Group, focused on the need for evolution. Be
can be trumped by skilled customer service. He underlined how
brought the debate full circle from yesterdays climate change
Swarovski had reinvented itself time and again over its history and
theme with his call for the industry to adopt and adapt.
was doing exactly the same in the digital era.
Source: Moodie's Report
10
profile
Chandon looks at India for growth

In 2009, Mot Hennessy discovered Indias growing love of wine
and decided to launch the Chandon brand in the country in 2013.
The company now operates from its spanking new facility.
ot Hennessy India first
launched its its two locally
made sparkling wines, Chandon
Brut and Chandon Brut Ros in 2013
at a price point of `1,200 and `1,400,
respectively, a lot cheaper than Mot
Hennessys signature brands, but a little
costlier than their nearest Indian rivals.
Rmi Coubronne, says our business
model is to be local especially the terroir,
soil and overall product. The wines are
not the same all over the world but the
objective to make the best sparkling wine
is the same. However, the knowledge and
technique is similar around the world.
Made in Nashik, Maharashtra, from
locally produced grapes, Chenin Blanc
is the main variety used in the Chandon
Brut and is well suited to the growing
conditions found in Nashik as the variety.
Chandon Brut Ros is made from Shiraz
and Pinot Noir.
The wine market in India can be
broadly divided into domestic and imported
brands, which account
for 70% and 30%,
respectively, according
to the Technopak study.
So
while
the
elite might opt for
the real thing from
Champagne, the target,
for
the
company
through the locally
made Chandon is the
ambitious
working
middle class for whom
sparkling wine has an
aspirational value.
The first Chandon
estate was opened in
Argentina in 1959
when the brand was
looking to produce
sparkling wines outside
the Champagne region
of France. It has since
started operations in California, Brazil,

Australia and China. The size of the Indian
market is encouraging but it is not the only
thing that brings Chandon to the shores of
India.
One thing is for sure. The company
is not new to developing markets. But
what brings it to India? One thing is the
low capita consumption, says Coubronne.
Chandon should not only be enjoyed once
a year but once a month. It is now an
accessible luxury, he says.
The team in India is responsible to
grow the market. With the knowledge of
the market conditions, they are able to
penetrate the challenging market with its
high duties and different policies in each
state. We have the right team and people,
adds Sophia Sinha, Senior Marketing
Manager, Chandon India. They have
the right products using international
and Indian craft, Coubronne points out.
The team works within the tenets of the
law, knows the nuances of the market
and adapts to the
different
culture
and do it from
India.
Chandon
is
about transforming
lifes
mundane,
monotonous and
ordinary moments
into a party. Its
not about where
you are or who you
are with - when a
bottle of Chandon
is opened, a party
starts! It sells over
20 million bottles
with countries like
Argentina selling
six million bottles
and Brazil 3.5
million bottles.
Brut and Ros
Mr. Remi Coubronne, Managing Director

Marketing and Sales Chandon
remains its core brands and has become the

identity of India. The company is looking
at growing by at least 10 to 20% with new
products which are already in the pipeline.
The idea is to maintain the freshness and
elegance and not to do anything complex
with the sparkling wine, says Coubronne.
They are also looking at packaging of
187ml to fuel the kind of growth pints did
to beer some years ago.
We are very happy with the progress
and with 30 to 40 of sales of sparkling
wine during the festive season, Chandon
introduced its aptly named Party Starter
platform in early 2016 and now brings
it a full circle, with the introduction of
its Limited Edition bottles one each
for its Brut and Ros. These bottles are
exclusively designed keeping in mind the
end of year celebrations that kick off in
October. They are a visual treat and are the
perfect addition to all your party moments.
The communication urges consumers
to start with Chandon this end of year
and make the Party Starter eponymous
with Diwali and Gifting, SangeetS,
Bachelorettes and Weddings, Christmas
dinners and New Year parties.
Vincent Fernandes
12
profile
Cathay Pacific
sojourn with wines
Debra Meiburg (MW), Wine Consultant Cathay Pacific
Airways describes her journey in the world of wine in
Asia and more importantly in Cathay Pacific airlines.
Debra Meiburg
Can you describe your journey

into the world of wine?
I grew up in Sonoma County in California
in a grape-growing family. It wasnt our
main occupation, but I have always been
surrounded by vineyards and wine. In fact,
I began my career as an accountant. When I
first moved to Hong Kong, I was working at
PriceWaterhouse and mostly consumed beer
rather than wine. I knew the local wines from
the Sonoma region but I was not familiar
with what was available in Hong Kong,
which was predominantly European wine at
that time. So I decided to take a wine class
because I missed wine. I ended up taking all
the wine classes I could possibly take here
and eventually earned the Master of Wine
title (MW).
What is your rating of Asian wines

and how do they compare with old
world wines and new world wines?
Domestic wine production in Asia is
important in building both the long term
industry and market. The flurry in recent
years of foreign companies entering joint
ventures in China and starting production
across the country with increasing regularity,
can only support this trend. Look back at the
example of a now mature market in Australia
- the development of a domestic wine
industry truly transformed the country into a
nation of wine drinkers. Now, look at China,
with nearly 60 times as many people, and it's
hard not to get excited about the potential of
the market.
The increase in quality in Chineseproduced wine has been significant over the
past 5-10 years. This can be attributed to several
points. Firstly, an organic growth in quality
that comes from accumulated experience and
vintages, enabling winemakers to refine their
winemaking and grape-growing techniques.
Also, foreign investment by French and other
European-based wineries and international

beverage groups has seen quality become
more important, as well as equipment and
techniques refined.
One of Chinas top quality and biggest
producers Grace Vineyard has seen
significant success both across China, and
even internationally. Following six years of
hard work, in 2015 Grace even produced a
sparkling wine series The Angelina. This is
demonstrative of serious producers who are
serious about the long-term future of their
products on the international wine stage.
Is Asia the future of the global wine

market?
Having lived in Hong Kong for over 25

years, weve witnessed a huge transformation
in the wine world in Asia during that time.
A key factor contributing to the growth
of wine in Asia is the emergence of an
increasingly strong middle class society. With
more disposable income, greater influence
from the West and increased emphasis
on quality of life and leisure time, wine
consumption has infiltrated the lifestyles of
a number of demographics within China and
across Asia. From young professionals, to the
corporate world, to wealthy elite, to women,
and more, there are several different markets
with exceptional growth and potential.
What are the challenges for

selections of wine for an airline?
While one selects a wine for serving on
board on an airline, there are various things
to keep in mind. Below are the factors which
play a key role in decision making.
In terms of quality, a few factors affect
the taste of wine in the air.
The pressurised cabin, with its notorious
lack of ambient moisture, diminishes the
sense of smell and numbs the taste buds.
Saliva plays a key role in coping with
the astringency of tannins. Wines with
pronounced tannins will invariably taste

more tannic inflight, given our dry mouths
dont neutralise tannins and bitter substances
too well in dry air.
At 30,000ft, sweet and salty flavours are
generally dulled, while umami and acidity are
heightened.
Often wines that are clearly the best on
the ground come near last after a trip through
the air. They show fatigue as if they have been
recently bottled. The vibration throughout
a flight may pull apart the wines flavour
molecules, causing them to fail.
At Cathay Pacific, when we find a good
wine on the ground, we ask the wineries to fly
their bottles to Hong Kong for blind tasting so
that we know whether the wine can withstand
the stress of flying.
What is the Cathay Pacific policy

towards listing of wines on their
menu?
At Cathay Pacific, the team is focused to

offer an enriched wine experience to enhance
passengers inflight experience which
aligns with the airlines Life Well Travelled
philosophy.
Hence, there is extensive
research which goes into the process of
shortlisting the correct fit to be introduced
into the wine portfolio. Every two or three
months, the airline organises wine tasting
with the consulting panel - Lau Chi-sun, Roy
Moorfield and I for over 100 bottles.
Wines submitted by producers are
poured for preliminary tasting. We make
the final decision basis a wines quality, its
brand image, reliability of the producer, and
commercial prospect.
Shortlisted wines are re-poured blind
to evaluate for final selection. Together
we arrive onto seven promising bottles. In
2015, more than 2,000 bottles of wines were
sampled with more than 40 picked.
Vincent Fernandes
14
profile
The spirit of Tasmania

Mr. Bill Lark, God Father of Tasmania Distilleries chats with Ambrosia highlights the
growing importance of Tasmanian distilleries. Around 20 new distilleries have been
opened in Tasmania alone, with the world class whisky from rich fields of barley.
An abundance of wonderfully pure soft water, highland peat bogs and the perfect
climate bring all the ingredients together in a marriage of science, art and passion.
What are your plans for the Indian
market?
As a result of the very successful trade
mission to India this week I have come
away with a positive understanding of the
potential for Tasmanian Whisky and Gin
in the Indian market. I believe there is a
real understanding in india that Tasmania
is a special region producing high quality
products and that our Whisky will meet
the expectations of that market. Industry
representatives I met during the visit were
quite strong in advising that given our high
profile yet limited supply in the world of
spirits, we would sit well in high end hotels
and restaurants specialising in top brand
single malt Whiskies and new world gins.
There are some 14 distilleries in
Tasmania, all of whom are producing
some of the highest quality whisky in the
world. Just two years ago a Tasmanian
Whisky was awarded "Best Whisky in
the World" in the World Whisky Awards
in the UK. Since then the demand for
Tasmanian Whisky has risen significantly
where supply is now a premium. The
good news is that Tasmanian distilleries
including Lark, have increased production
exceptional Single Malt Whiskies and our

unique Tasmanian style of London Dry
Gins. It was very evident form my visit
that there is a growing market in India
which is looking for such products as
ours and my experience is that Tasmania
is more than capable of matching quality
and expectations of other existing leading
international brands in India.
What is your view of the

competition in India?
Mr. Bill Lark, Founder of Lark Whiskey
accordingly and most in the process of

scaling up still capacity to be in a position
to supply market opportunities such as
exist in India.
What is your business model for

India's challenging market?
To that extent our business model
would be to introduce our leading gins into
the market here in India to establish our
brand and as production levels of whisky
are sustainable then slowly introduce the
Whisky to our established customers.
In bringing any of products to market in
India, we would do so on a personal level,
visiting India as often as needed to build
relationships with our industry partners
and consumers alike.
What are the key brands you plan

to bring India?
The key brands for Lark Distillery and
other Tasmanian distilleries would be our
The fact that there already exists a

premium level of international spirits in
the market in India is a very positive and
welcome experience for us. I would not
see those products as competition for
us, rather they exist as complimentary
products giving the consumer a wider
choice in that segment. My experience in
the whisky and gin categories is that most
discerning consumers are open to explore
different spirits for different occasions and
we would be very pleased and honoured
to sit in the market alongside existing
premium spirits.
How do you plan to promote your

brands which may or may not be
well known in India?
Our experience is that there is only one
way to promote our brand in a new market
in order to develop a long term relationship
with customers and that is by personally
supporting the product in the marketplace.
To do this we would support our industry
partners with personal appearances
showcasing our products directly to the
market. This approach of course takes
time and effort but it results in developing
genuine market supporters who become
loyal long term supporters. For us the
relationship is most important.
Vincent Fernandes
16
profile
Hardys
launched
two new wines
The Hardys name is

synonymous with South
Australian winemaking,
dating back to 1853.
The wines reflect an
accumulated wisdom and
contemporary knowledge
that informs every decision
made, from grape to glass.
Continuing the tradition
set by four preceding
generations of his family,
William Bill Hardy entered
into the family business
to advance the legacy
that made his familys
business a prominent name
in the industry. In recent
years, Bill has also been a
member of the Australian
Wine Industry Technical
Advisory Committee,
Australian Delegate to the
Oenology Commission of the
International Organisation
of Vine and Wine and
Chairman of Wetland Care
Australia. Toprit Saifi speaks
to William Bill Hardy to
know more about the brand
and its market.
Please tell us about the recently
launched wines. How has the response
been for these wines in Australia and
across other markets?
William Hardy wines are available in
Australia, USA, UK and EU and are proving to
be a great success in offering a premium range
from the Hardys brand. This range of wine has
been created as a tribute to the Hardys proud
heritage and dedication to winemaking. The
William Hardy range of wines was launched
to recognise my 40 years of contribution to
the business as 5th generation family member.
18
Highly complex single variety wines are

dominated by cool region components.
Smaller contributions from warmer regions
flesh out and soften the wines, resulting
in wines with elegant expressions of the
individual varietal aromas and flavours.
Chardonnay
The Limestone Coast has a climate

well suited for growing Chardonnay,
with warm summer days and plenty of
sunshine allowing full fruit flavours and
sugars to develop. This year we had a
favourable ripening season, with mild
days and cool nights allowing excellent
flavour development. Good canopy cover
protected the fruit during the one week of
intense heat.
On the nose, intense aromatics of
melon and white peach, combined with
notes of spicy oak. The flavour profile
is fresh and lively, with rich flavours of
peach, stone fruit and lemon zest. The
palate is creamy, textured and has delicate
sweetness from oak complexity. Generous
length.
Shiraz
A hot summer followed by early
rains and milder weather provided a
long ripening season for the grapes.
This particularly long vintage allowed
winemakers to pick grapes at optimum
maturity that has resulted in wines which
show intense colour, vibrant ripe fruit
flavours, rich full palates, and soft fine
tannins.
The colour is brilliant crimson with
rich ruby hues and a magenta rim. On
the nose, intense dark fruits including
blueberry, mulberry and dark raspberry
with hints of blackberry jam. Suggestions
of dried basil, cherry cola and vanilla bean
complement the fresh fruit aromas.
Flavour wise, the wine is a full body
style with intense fruit flavour of fresh
blackberry and mulberry accompanied
by rich black pepper and vanilla spice.
Smooth tannins and balanced acid give
this wine great structure across the palate
with hints of coconut and toasted oak.
Fresh blueberry and blackberry fruits offer
generous length to the wine.
The new William Hardy wines
highlight Australias most popular grape
varieties of Chardonnay and Shiraz.
As single region wines, they highlight
careful wine making skills to achieve ideal
weight, balance, structure and complexity,
continuing the Hardys tradition of overdelivering with wine quality.

The wines are priced to reflect
the noticeable increase in complexity
compared to more mainstream areas of
the brand such as Stamp but not to be
beyond the reach of the regular wine
drinker looking to make a dinner party or
celebration even more special.
Wine is sourced from prestigious cool
climate regions and blended with a dash of
warm region material to create elegantly
structured wines. They straddle that critical
point of balance between consistency and
complexity.
Please comment on the Indias

growing consumer base for wines
and what made you introduce
Hardys to India.
Hardys has been in India for over 10
years, and we identified India as a key
market about 2 years ago. We view it
as a long term market and one that is
important to us to build a strong platform
offering excellent Australian wines
people can trust.
How the Indian wine market is

different from the other markets?
I dont really believe the Indian market
is that different to any other emerging
market we have been in before. Consumer
trends and habits are proving to be the
same as others in the world when it comes
to exploring wine. What makes India
unique is its delicious food which our
fresh, delicate and approachable wines are
perfect match with.
How do you foresee the Indian

wine market for international
brands in the next 5 years?
India appears to be very interested in global
brands and I would expect this to continue
over the next 5 years. People who fall in
love with wine will enjoy the journey it has
to offer as it continuously offer something
new to learn and experience.
What are your plans to further

expand the brand in India?
We have just launched William Hardy
range as a new premium wine to
complement our existing Stamps range
and for now this is our focus for India. Its
important we do the things we are doing at
our best! Hardys is all about quality and

consistency and so we will continue with
this in mind in India.
What are the challenges in the

market? What are your plans to
counter the challenges faced in the
Indian wine market?
There are the usual tax and label issue
challenges in India. However, none of this
is new to us and we will continue to work
closely with our partners, Sula Selections
to overcome any hurdles as we have
always done.
How has the wine market evolved

in India as well as internationally?
The wine market in India has shown
admirable maturity over the years with
wines from Australia, Chile, NZ and South
African as the highlights with strong
growth in recent years. This new world
wine trend is a similar to what we have
seen over the years as these wines continue
to overtake the more traditional old world
wines in popularity. There is enough room
to accommodate all the regions from the
world and this diversity is what makes
wine so interesting.
19
Special Feature
The ScoTch
of The TimeS
Our Scottish sojourn took us to Inchdairnie a new single malt distillery located in
the Lowlands region of Scotland. Inchdairnie is built on a seven hectare site on the
outskirts on Kinglassie in Fife. The land historically belonged to Inchdairnie House.
David Sloan shows us around the distillery.
fter opening its doors in

May 2016 and beginning
production late last year,
following 18 months of construction, the
distillery intends to release its first single
malt whisky in 2029. InchDairnie will also
create malt for blending to sell to other
distillers, including its strategic partner
MacDuff International.
MacDuff International was established
in 1992 by Stewart MacDuff, Charles
Murray and Ted Thomson, with more than
75 years experience between them within
the Scotch Whisky Industry. Ian Palmer
after spending 40 years in the Scotch
whisky industry (Invergordon, Glen
Turner, Glen Moray, Starlaw), foresaw
significant growth in single malt leading
to issues for blenders and brand owners
looking for more security over their
whisky supply. He saw a gap in the market
for a distillery that could produce bulk
single malt for these third party brands.
The 10 million, technologically

advanced and energy efficient distillery
that focuses on extracting maximum
flavour, was soon backed by a private
family investment group. Until its own
single malt has matured for at least a
decade, Inchdairnie will provide fillings
for MacDuff Internationals blends, which
include Grand Macnish, Lauders and
Islay Mist.
InchDairnie will have capacity to
produce two million litres of whisky in its
first year and production capacity can be
easily doubled.
It is based in the outskirts of Kinglassie,
Fife, and is operated by John Fergus & Co.
Since the production began in December
they have been making two types of spirit,
one named Inchdairnie and one named
Strathenry. The Strathenry will be sold for
blending to other companies, primarily to
project partner MacDuff International, to
bring in earlier revenue.
David Sloan
22
Based in Glasgow, Scotland, MacDuff

International, led by David Sloan,
Managing Director, take care of production
and shipping, and offer customer support.
MacDuff International have also expanded
their portfolio to include a varied range of
blended scotch, single malt and pure malt,
bottled in Scotland or in bulk, and currently
export over 3 million bottles a year to over
50 countries. However, our main focus
continues to be producing premium quality
blended Scotch whisky, he says.
The Inchdairnie distillery is different
from most new single malt distilleries
that have opened or are being proposed
in Scotland in recent years. Everything
at Inchdairnie is eco-friendly and energy
efficient as possible, but while producing
maximum yields.
The hammer mill pulverises the malted

barley in to a much finer grist than normally
used in whisky production. Inchdairnie
are using the traditional Spring variety of
barley, plus rarely used Winter varieties,
and all is sourced from within Fife.
The malt is stored in a 60 tonne silo
to the rear before passing through the
hammer mill and being turned in to a fine
flour. This consistency would cause a
problem in a regular mash tun at a whisky
distillery, as the mash would become too
thick when water was added.
To tackle this issue Inchdairnie have

installed a mash filter instead of the traditional
mash tun. This device is composed of a
series of filters (22 in total) to squeeze the
sugary liquid from the thicker mash. This
equipment is more commonly used in the
brewing industry. It's like beer being distilled
into whisky, says Sloan.
The fermentation takes place in four
large washback tanks located outside of
the main distillery building. These hold
a combined total of 60,000 litres of wort.
The yeast used to create fermentation was
specifically developed for Inchdairnie in
conjunction with Mauri and contains a
number of strains. The final wash is above
10% ABV, which is higher than many
other whisky distilleries, and this gives
extra flavour to the final spirit.
There is one pair of stills - one wash
and one spirit - and these are working
close to their two million litre per annum
capacity already. The Italian-made stills
feature the thermal vapour re-compression
method. This sees the vapour undergoing
condensation twice, which increases
copper contact with the vapour and spirit
and is 40-50% more energy efficient that a
regular still condenser.
There is one pair of stills

- one wash and one spirit and these are working close
to their two million litre per
annum capacity already
23
MacDuff International have introduced

three of the oldest blended whisky brands
in India: Grand Macnish; Lauders and
Islay Mist.
Grand Macnish Scotch Whisky is
"Classic Stuff...For those who prefer
their whisky with character, eccentricity
and attitude rather than water", says Jim
Murray's Whisky Bible.
Grand Macnish has been in continuous
production since its birth in 1863 making
it one of the oldest blended scotches still in
the market today. It was the brainchild of
Glasgow merchant, Robert MacNish, who
wanted to create a lighter, smoother type
of scotch compared to the harsh whiskies
of the day.
Today MacDuff International aim
to continue Roberts proud heritage
maintaining Grand Macnishs distinctive
presentation and distinctive taste.
Grand Macnish is available in Original,
Black Edition, 6 Cask Edition, 12 Year Old
and 15 Year Old.
Lauder's Finest Scotch Whisky first
appeared in 1834. The original blend was
developed by Archibald Lauder soon after
the distilling of whisky was made legal in
1815 and Lauder's has changed little since
it was first produced over 175 years ago in
Glasgow, Scotland.
So
successful
was
Archibald
Lauder that his very precise blend was
soon awarded several gold medals in
international competitions, medals which
can still be seen today on the bottle label.

Today, as then, Lauder's is made from
the finest Highland, Lowland and Speyside
malts, matured in oak barrels and blended
together for a light yet fruity and fullbodied Scotch. In its traditional four sided
dimple bottle, Lauder's can be found in
markets all over the world.
Lauder's is available in Finest, Queen
Mary Special Reserve, Oloroso Cask,
Ruby Cask, and 15 Year Old.
Islay Mist is also an an award winning
blend combining the peaty flavour of Islay
whiskies. Islay Mist Blended Scotch was

originally created on the Scottish island of
Islay in 1922 to celebrate the 21st birthday
of Lord Margadale. It was thought that the
local single malt scotch, Laphroaig, might
be too heavy for all the guests taste so this
unique blend of Laphroaig with Speyside
malts and grain whisky was born.
The quality of Islay Mist has been
recognised by the worlds most famous
connoisseurs, including in the 2008 World
Whiskies Awards. Islay Mist is available in
four expressions: Deluxe, 8 Year Old, 12
Year Old and 17 Year old.!
Vincent Fernandes
24
Special Feature
Cabinet clears Model Shops and

Establishments Act
The law would allow shops, malls and cinema halls, among other establishments, to
run 24x7 throughout the year.
he Union Cabinet has recently cleared the Model Shops

and Establishment (Regulation of Employment and
Conditions of Service) Bill, 2016. The Bill envisages
uniformity in the legislative provisions, making it easier for all the
states to adopt it and thereby ensuring uniform working conditions
across the country and facilitate the ease of doing business and
generate employment opportunities.
It will help in generating additional employment as shops
and establishments will have freedom to operate for longer hours
round the year, thus requiring more manpower. As per the proposal
mooted by the Labour Ministry, the model law can be adopted by
states with a provision of modifying it as per their requirements.
All shops and establishments, not covered under the Factories
Act, such as malls, cinema halls or an information technology firm
may be open 24X7 and allowed to work 365 days in a year. We
will issue an advisory to the states, which will not require approval
from the Parliament, and it is up to them to take it up or make
changes, Union Labour Secretary Shankar Aggarwal told media.
According to Rohit Maingi, Managing Partner, Bottles &
Barrels, The decision is good as it will help customers to come
to restaurant anytime. Also, it will discourage illegal buying or
for that matter selling. So, in a way this will be beneficial to both
business community as well as the consumers. However, adequate
measures have to be taken in order to implement it. The security of
customers and especially women has to be the priority.
The main features of the draft model Bill are:
It will cover only establishments employing ten or more
workers except manufacturing units.
The Bill provides for freedom to operate 365 days in a year
and opening/closing time of establishment.
Women to be permitted during night shift, if the provision of
shelter, rest room ladies toilet, adequate protection of their dignity
and transportation etc. exists.
No discrimination against women in the matter of recruitment,
training, transfer or promotions.
Online one common registration through a simplified procedure.
Powers of Government to make rules regarding adequate measures
to be taken by the employer for the safety and health of workers.
Clean and safe drinking water.
Lavatory, crche, first aid and canteen by group of
establishments, in case; it is not possible due to constraint in space
or otherwise by individual establishment.
Five paid festival holidays in addition to national holidays etc.
Exemption of highly skilled workers (for example workers
employed in IT, Biotechnology and R&D division) from daily
working hours of 9 hours and weekly working hours of 48 hours
subject to maximum 125 over-time hours in a quarter.

This is definitely beneficial to us because it will boost sales
for restaurants. Customers can come by any time and this in turn
will increase the footfall. I dont think there would be problem in
licensing as the idea of Model law is proposed by the Government,
said Maingi.
However, Rahul Singh, Founder and CEO- The Beer Caf,
said, A lot needs to be done to ensure this turns into a reality for
establishments like ours. A restaurant serving liquor needs multiple
licenses to operate. To make it successful, several departments
(Local corporations, Police and Excise) will have to change their
rules to permit 24x7 functioning of establishments and that may
be a challenge.
He further stated, The ultimate decision to adopt or modify
the law lies with the respective states and each one has a different
policy or act that the bylaws are drawn from. In the current
scenario, the biggest benefiters would be large box retailers,
electronic stores, fast- food/ QSR outlets and cinema halls. Malls
would certainly benefit the most if shops stay open 24x7, since
revenue from rentals would double, as well as the CAM (common
area maintenance) charges.
I dont think safety should be an issue, as, if the malls and
restaurants are open overnight, definitely Government or private
agencies will also increase security. I would rather request the
Government to increase security. Restaurants will definitely have
their own security as well, added Maingi.
The Bill was finalised after detailed deliberations and
discussions with public through internet and with employees/
labour representatives, employers associations/federations and
State Governments through tripartite consultative process.
Toprit Saifi
26
Special Feature
Volume of Scotch exports

grow in first half of 2016
The first six months of 2016 were marked by improving Scotch whisky export
performance, according to new analysis published recently by the Scotch Whisky
Association (SWA). Value of exports to India up 28%.
espite
continued
economic and political
volatility
in
some
markets, Scotch Whisky's global
export volume grew by 3.1% over
the first half of the year, with the
equivalent of 533 million 70cl bottles
shipped overseas, up from 517m
bottles in the first half of 2015. This
was the first growth in volume since the first half of 2013.
The customs value of shipments was down slightly by just 1%
over the same period to 1.70 billion from 1.71bn in the first six
months of last year. This drop was much smaller than the decline
in value of almost 3% experienced in the first half of 2015, another
clear sign of improvement. Encouragingly, the global market for
Single Malt Scotch Whisky continued to grow, with export value
increasing by 6% to 431m and volume up 3% to 49m bottles.
Single Malts now represent a quarter of total shipment value, with
exports more than doubling in value over the last decade.
Bottled Blended Scotch Whisky continues to represent the
lion's share of exports. While volumes increased by 1% to 362m
bottles, export value was down 4% to 1.16bn, which may
reflect the growth in Single Malts. On a market basis, there were
promising signs in the industry's largest market by value, the
United States. Exports increased by 9% in value to 357m, with
both Single Malts, up 22%, and bottled Blended Scotch Whisky, up
6%, enjoying growth. This reflected premiumisation in the sector.
The growth of exports to India also stood out, with value up 28%
to 43m. The SWA argued that the full potential of the Indian market
would only be delivered through liberalisation of the exorbitant
150% basic customs duty, urging the UK Government to prioritise
discussions with India as it develops its post-Brexit trade priorities.
The new figures cover the first half of 2016 and only one week
of the period after the European Union referendum vote. The SWA
pointed to the long-term challenges of defining the UK's future
trading relationship with both the EU single market and other
countries. In the short term, however, the weakness of sterling
since the Brexit vote is likely to boost export competitiveness.
"The first half of 2016 was marked by an improving Scotch Whisky
export performance, suggesting a strengthening in global consumer
demand compared to the last couple of years. The industry-wide
emphasis on craftsmanship and provenance, backed by investment,
means that Scotch exports are well-placed to grow in the future,
appealing to consumers in both mature and emerging markets, said
TOP 20 SCOTCH WHISKY EXPORT MARKETS (embargo to 00.01 on 16/9/2016)

JAN JUN 2016
VOLUME 70CL BOTTLES @ 40% ABV
JAN-JUN 2016
France
USA
India
Spain
Brazil
Germany
South Africa
Singapore
Mexico
UAE
Japan
Australia
Netherlands
Poland
Thailand
Taiwan
South Korea
Italy
Turkey
Latvia
JAN-JUN 2015
90.9million
53.1m
41m
29.2m
23.6m
21.7m
18.7m
18.6m
18.5m
13.5m
13.1m
12.6m
11.7m
10.7m
9.7m
8.6m
7.5m
7m
6.4m
5.7m
86.5m
54.8m
29.1m
28.5m
22.7m
21.1m
20.6m
16.3m
21.9m
12.5m
10.9m
13m
10m
8.9m
10.8m
9.4m
8.6m
7.4m
7.9m
5.2m
% change
5%
-3%
41%
3%
4%
3%
-9%
15%
-15%
8%
20%
-4%
17%
20%
-11%
-8%
-13%
-6%
-19%
10%
VALUE - GBP MILLION
USA
France
Singapore
Taiwan
Spain
Germany
UAE
Australia
India
South Korea
South Africa
Mexico
Japan
Netherlands
Canada
Brazil
Turkey
Poland
Panama
Latvia
JAN-JUN 2016
JAN-JUN 2015
357.4million
193.1m
99.6m
74.7m
71.2m
65.9m
63.2m
43.7m
42.6m
42m
39.9m
36.6m
35.9m
34.6m
31.7m
28.1m
26.2m
21.4m
18.8m
18.7m
326.5m
203.9m
92.3m
83.5m
71.4m
63m
53.5m
37.4m
33.3m
50.4m
49.1m
43.5m
34.8m
34.5m
35.8m
28.7m
32m
20.5m
21m
17.2
m
% change
9%
-5%
8%
-11%
0%
4%
18%
17%
28%
-17%
-19%
-16%
3%
0%
-11%
-2%
-18%
4%
-10%
9%
David Frost, Scotch Whisky Association chief executive.

"It is clear, however, that the uncertainties of the Brexit vote will
create challenges for exporters and we continue to encourage early
clarity on the likely shape of the UK's future trading relationship
with the EU and other countries. We are working closely with our
members and government to ensure the industry's trade priorities
are well understood, to promote open markets, and to identify
opportunities to grow our exports in the future, Frost added.
According to him, given the continued international uncertainty,
the SWA also looks to government to make every effort to put
in place a competitive domestic tax and regulatory environment,
supporting a key home-grown industry.
27
Special Feature
The Liquor Retail Route

For the liquor industry distribution is the key. CSD, QSRs are now getting into the limelight.
he Canteen Stores Department

or CSD as it is fondly known in
marketing circles, and a not-forprofit organisation, earned `236 crore
during FY14-15. Considered in liquor
marketing circles to be the route to creating
Millionaire Brands it is known to buy
huge volumes at low prices as no taxes are
involved. The resulting disruptive prices
results in huge sales and high profits.
CSD's operating margin is 1%, which
it claims on its website is lowest for any
retailer in the world. For most consumer
product and liquor companies, CSD
accounts for 5-7% of their total volume
sales.
The huge profits have been better than
even D'Mart stores, that made a profit of
`211crore that year, Future Retail which
made `153 crore and Reliance Retail
`159 crore. However in all fairness none

of the retail stores can match the heavy
discounted prices accorded to CSD as their
goods are for the armed forces.
The CSD's retail outlets sell 5,300
products ranging from biscuits and beer to
shampoos and cars to 12 million consumers
personnel of the army, navy and air
force, ex-servicemen and their families.
Started in 1948, it is managed by the
defence ministry and comprises 3,901 unitrun canteens and 34 depots. It has more
than 600 suppliers competing to provide
a range of products including toiletries
and cosmetics, household goods, footwear
and accessories, food items, stationery,
electronics and consumer durables, liquor
and vehicles.
Vendor companies offer slightly
better discounts to CSD than to local
kiranas, products are still sold at very low

prices because the government waives a
substantial amount of taxes.
Liquor (26%) and toiletries (23%)
account for nearly half of CSD's sales,
while auto and white goods contribute
20%. Most companies renegotiated terms
of trade after temporary destocking at CSD
in 2012 due to internal issues and have now
set up dedicated divisions to handle it as a
client, similar to modern trade or general
trade accounts.
However
market
sources
say
ecommerce companies armed with deep
discounting are gradually eating into its
share. "Markets like Punjab, Uttar Pradesh,
Bihar and Jharkhand used to report
big army canteen demand, but this has
progressively reduced with the emergence
of strong ecommerce and retailers.
28
There is also good news for liquor

marketers in the form of fast food chains.
With the purpose of adding at least
10-15% increase in revenues in times of
low consumer demand, Quick Service
Restaurants (QSR) chains like Wendys,
Carls Jr and Taco Bell have added
alcohol-based beverages to improve their
profit margins at certain locations, despite
the high liquor license fees.
Mexican food format Taco Bells new
concept store serves beer, rum and vodkabased cocktails, while burger chains
like Wendys and Carls Jr. have already
included beer and wine in their menus.
In fact most of the QSRs are emulating
what they have already been doing in
the overseas markets with the objective
of driving additional revenues along
with their food menus as they struggle to
improve their bottom lines.
According to a restaurant industry
report by Avendus Capital, serving
alcohol is one of the ways for QSRs to
garner more market share from casual
dining. Serving alcohol brings in the large
volumes, enhances customer experience
and today there are more QSR chains like
Taco Bell Cantina and Burger King who
are experimenting with serving alcohol at
their stores. Serving alcohol will extend
the gross margins by at least 5-10% as it
increases revenues without cannibalising
the food business for the QSR.
Even
coffee-based
QSRs
like
Starbucks is already seeking revenues of

USD 1 billion from the alcohol category
and in India QSRs can easily add 10-15%
to their revenues by adding alcohol which
will bring in more youth at their stores,
observes Amit Kadoo, VP, Avendus
Capital. Coffee chains like Di Bella might
also follow suit.
Millennials which are the key target
audience for QSRs are being targeted for
their rising income which is making scotch
and other whiskies popular with young
drinkers.
Global whiskey scotch and the
American version that was once
considered somewhat old-fashioned, is
now becoming popular among millennial
drinkers, courtesy rising income,

the spirits versatility as a cocktail mix,
and easy availability through proliferation
of restaurants. Companies claim young
consumers are now driving a significant
chunk of their malt whiskey sales, forcing
distillers to position some of their brands as
more vibrant and edgy. Take for instance,
Monkey Shoulder, a blend of three single
malts with a quirky name was launched in
India late last year now sells nearly 100
bottles a day in just two markets DelhiNCR and Mumbai.
The segment has consistently posted
the fastest growth in the past five years
in the Indian spirits market, albeit with
a lower base. India is the secondlargest
spirits-consuming country behind China
and the largest whiskey-drinking nation,
with annual consumption reaching 189
million cases in 2015, according to a report
by International Wine and Spirits Research
(IWSR).
In 2015, scotch and US whiskey grew
the fastest at12% although at a combined
base of 2 million. India is the eighth
largest market for scotch, something that
most companies are trying to cash in on,
especially as the global scotch volume
declined 0.2% globally last year, it said.
With the countrys median age at 27
years, companies said scotch has slowly
become a recruiter category for young
tipplers. Out of the total scotch consumer
base, direct entrants drive 40%. Our
internal data confirms that there is a robust
growth in consumers below the age group
of 30 directly entering the alcobev category
with scotch whiskey.
Companies also attribute the growth of
scotch to increased availability, as the spirit
is now available in about half the overall
liquor shops. With beer and spirits generally
more profitable than food, restaurants that
serve both is expected to grow 24% by
2018. While scotch or premium whiskies
have been historically bought mostly
at duty free shops due to lower prices,
distillers have been pushing their premium
brands through pubs, restaurants and bars
that attract younger patrons. Most mature
patrons are conscious about provenance
and companies arent shifting entirely to
favour novices, many of them not even
aware of the drinks origin or half a dozen
geographic intricacies such as Lowland,
Highland, Speyside among others.
29
Special Feature
Louis XIII and the

enduring Art of Travel
Three ultimate masterpieces featuring a rare blend of Louis XIII, designed by Herms,
Puiforcat and Saint-Louis, will be sold at auction by Sothebys, as of September 2016,
with all proceeds benefiting The Film Foundations cinematic heritage preservation
efforts.
s one of the worlds most

storied Grande Champagne
cognacs, LOUIS XIII has been
present at every milestone in the history
of luxury travel from the legendary
bar-car of the Orient-Express to the firstclass lounge of the S.S. Normandie ocean
liner to the sleek cabin of the supersonic
Concorde jet. To pay tribute to this heritage
of adventure and discovery, the house is
proud to unveil LODYSSE DUN ROI,
a unique collaboration inspired by the first
shipments of LOUIS XIII in the late 1870s
and the iconic journeys that followed to
the farthest corners of the globe.
For this monumental journey,
LOUIS XIII has chosen as its travelling
companions three French luxury houses
that share its passion for rare craftsmanship
and unbroken tradition: HERMS,
SAINT-LOUIS, and PUIFORCAT. Each
house has contributed its own centuriesold savoir-faire to the creation of a series
of three objets dart. These one-of-a-kind
masterpieces will be presented at exclusive
events in culture capitals on different
continents as part of a yearlong travelling
exhibition. Sothebys will auction each
masterpiece in New York (September
2016), Hong-Kong (October 2016) and
London (November 2016), with proceeds
benefitting THE FILM FOUNDATION, a
non-profit organisation founded by Martin
Scorsese and other leading filmmakers
in 1990 to preserve and restore classic
films, ensuring their survival for future
generations.
LOUIS XIII - LODYSSE DUN
ROI is truly the result of a work of art and
genius, a veritable tribute to craftsmanship
and time. Much like the time, finesse and
care it takes to create LOUIS XIII, so it
is with the process of preserving classic
glasses mouth-blown, cut and wheel

engraved by hand at the royal cristallerie
Saint-Louis; Each decanter is etched with
a 19th-century map of the continent where
it is bound; A blend of LOUIS XIII Cognac
enriched with a selection of the houses
oldest treasures from Grande Champagne,
that each cellar master pass on to each
other, from generation to generation; A
very special spirit revealing flavours that
are at once singular and complementary. A
Cognac to savour and admire.
Completing the unique work of art is
a beautiful book that chronicles LOUIS
XIIIs mythical journeys that begin on a
16th-century battlefield in rural France but
will touch every corner of the globe.
Legendary Companions
cinema. We therefore decided that the
proceeds of LOUIS XIII - LODYSSE
DUN ROI will be donated to THE FILM
FOUNDATION, a group dedicated to film
preservation and the exhibition of restored
and classic cinema, a cultural legacy that
one generation leaves to another. Ludovic
du Plessis, LOUIS XIII Global Executive
Director.
The Ultimate Journey

More than 50 individual artisans
devoted over 1,000 hours per piece to
produce these three bespoke creations.
Each is unique, its design and contents
inspired by the continent for which it is
destined.
The tailor made offering includes: A
bespoke trunk hand-stitched by Herms
using the finest leathers and evoking a
bygone era of luxury travel; A white gold
pipette forged by the Art Deco silversmith
Puiforcat for the ritual of service; A sublime
crystal decanter and four elegant serving
Herms
This bespoke trunk was hand-stitched
by HERMS using the finest leathers.
Modelled on a classic steamer trunk
the kind that would have been taken on an
ocean liner or a long journey by train it
evokes a bygone era of luxury travel. In
fact, the handles are exact replicas of those
used for HERMS from the 1920s and 30s.
Of course the design of the interior was
created for a very precise function, which
is to luxuriously house a unique magnum
decanter of LOUIS XIII. This unique
object is a suitably grand conveyance for
this unforgettable journey across space and
time.
HERMS has brought together its
finest materials and its best traditions of
savoir-faire and bespoke craftsmanship
to imagine and give life to a case that
will exalt the creations of SAINT-LOUIS,
PUIFORCAT and LOUIS XIII in the
course of their voyage
Puiforcat
30
The artisan glassblowers of SAINTLOUIS have devoted all their soul and
know-how to the service of this unique
project for LOUIS XIII. SAINT-LOUIS is
proud to have been able to participate in the
birth of this exceptional product.
Louis XIII
This white gold pipette was forged

by hand by the Art Deco silversmith
PUIFORCAT for the ritual of service. The
method is centuries-old: the craftsman
spins a plate of silver on a mandril, which
is a tapered piece of wood that turns
horizontally. He uses a simple tool called a
spoon to give shape to the object. Several
passes are often needed for a piece to take
on the desired contours. These steps are
punctuated by annealing, a controlled
heating process used to soften the metal.
Etching is another whole step: the piece
is wedged on a leather pillow full of sand.
With thin notches made on the surface of
the metal, the craftsman can draw a coat of
arms or some other decorative pattern with
exquisite precision, honed through decades
of practice.
For a unique odyssey, the silversmiths
of the atelier PUIFORCAT experts
in the art of shaping solid silver have
united their knowledge of precious metals
to tame white gold and thus enhance their
own know-how through this exceptional

project.
Saint-Louis
Three sublime crystal decanters and
12 elegant matching serving glasses were
blown, cut and engraved entirely by hand
at the royal cristallerie SAINT-LOUIS. The
ancient, painstaking technique of copperwheel engraving has given these crystal
works their regal profile. Each magnumsize decanter was additionally etched
with a 19th-century map of the continent
where it is bound. For this project, SAINTLOUIS capitalised on the savoir-faire of
more than 10 craftsmen including four
glassblowers, one engraver, and a specially
trained artisan to apply the palladium trim
to each crystal object. The crystal was
heated to over 1,400c degrees and then
mouth-blown at around 1,200 c. Each
glass required 110 man-hours of work
while the magnificent decanter itself took
no less than 270 hours to accomplish.
Of all of the legendary travels of Louis

XIII, its most important journey is the one
taken through time.
That voyage begins in the rolling hills
and chalky soil of Grande Champagne, the
strictly demarcated and most prestigious
cru of Cognac. Here the regions delicate
grapes predominantly the Ugni Blanc
variety are harvested and turned into
a low alcohol wine, which is then twice
distilled in an onion-domed copper pot
still, yielding an eau-de-vie of uncommon
freshness and power. Only the tiniest
sliver of this base spirit will be set aside
to become, four generations later, a part of
LOUIS XIII.
That ageing process takes time, but also
a tremendous amount of savoir-faire, an
almost mimetic genius possessed by each
generation of LOUIS XIIIs cellar masters.
The chais, or cellars, in which they work
are dark, incredibly quiet places, the barrels
in which the cognac rests covered in thick
blankets of spider webs. As the alcohol
evaporates over time, the spirit deepens
and darkens, releasing a sweet and rich
smell that fills the moist air.
With each passing year, the cellar master
dips a pipette into the barrel and tastes
something different. At 20 years, there is
almonds, figs and fresh-baked brioche. At
40, candied plums. At 70, honeysuckle and
saffron. All the while, he is blending different
eaux-de-vie, searching for perfection through
a process called marriage.
By 100 years, hundreds of eaux-de-vie
have been married together, resulting in a
complex, ineffable flavour. On the nose, it
is elegant and floral: dried rose and jasmine
the fragrances of Grande Champagne.
These are followed by denser notes like
dates, dried fig and walnut. On the palate,
the first drop of LOUIS XIII unleashes a
ballet of flavours; the walnut and fig aromas
soften with those of honey as headier notes
of wax, tobacco and undergrowth roll
in like a wave. The tasting is distinguished
by a haunting, lasting finish. The centurylong journey of LOUIS XIII has come to
its triumphant end.
31
The genius of cellar masters is clear

from the first drop of Louis XIII which
unleashes a ballet of flavours on the palate.
The Keeper of The Legend

The guardian of the heritage of Louis
XIII is the cellar master
Each autumn, after the harvest, he
tastes hundreds of fresh batches of eau-devie, a strong clear spirit made mainly from
Ugni Blanc grapes grown only in Cognacs
premier cru, Grande Champagne. He will
set aside the very best of these spirits
around 2% of the annual production so
that they may, one day, become part of this
blend of up to 1,200 eaux-de-vie.
Baptiste Loiseau, the current cellar
master, joined the house in 2007. Born
and raised in Cognac, an oenologist and
agriculture engineer by training, Baptiste
is well positioned both to preserve the
legacy of LOUIS XIII and to help pioneer
its future. He understands, like the cellar
masters who came before him, that his
work is destined for future generations, that
he will never see its end result. He is a link
in a chain that stretches back to the earliest
days of the house.
In one century I wont be here, so I
have to be sure, deep inside, that what I
select really corresponds to the universe
of LOUIS XIII. Its a big responsibility,
if in tasting this blend, I dont have the
sensation or emotion given by the previous
cellar master, then something is missing.
Baptiste Loiseau
The Odysses Coupe

The coupe, or blend, of LOUIS XIII
Cognac that is at the heart of this epic voyage
is the work of generations of cellar masters
stretching back over more than a century.
This tailor-made blend was completed by
the pioneering Pierrette Trichet, who retired
in 2013, and her protg Baptiste Loiseau,
the houses current cellar master. Working
together, they uncovered the oldest LOUIS
XIII eaux-de-vie from Grande Champagne,
including those set aside by previous
generations of cellar masters which live
in dame-jeannes, or demijohns, inside the
houses most secure cellars.
The final coupe is a blend of LOUIS
XIII enriched with this selection of
precious eaux-de-vie. It is a unique
spirit revealing flavours that are at once
singular and complementary. Only time
The protection of cultural

treasures whether the
art of filmmaking or the art
of cognac requires time,
finesse and care
combined with the audacity of individual
cellar masters could bring these
qualities to their fullest expression. The
result is a tribute to the aromatic universe
of LOUIS XIII, with authentic, dense and
complex notes such as wax, leather and
coffee, married with remarkably notes of
fresh mint, as well as vibrant spicy notes
of nutmeg, saffron and ginger. A cognac to
savour, admire and treasure.
This unique partnership between
LOUIS XIII, HERMS, PUIFORCAT and
SAINT-LOUIS had to be represented by an
exceptional blend, an assemblage of eauxde-vie from Grande Champagne that are as
rare as they are precious. LOUIS XIII
heightened by the treasures of our cellars,
which were kept secretly in dame-jeannes
finds here a veritable showcase, at the
height of its splendour. Baptiste Loiseau
An Unyielding Commitment
LODYSSE DUN ROI is a shining
testament both to the heritage that created
LOUIS XIII and the nature that continues

to inspire it. Its grapes grow in the chalky
soils of Grande Champagne, the premier
cru in the Cognac region. Preserving this
terroir and its bio-diversity has always
been a priority for the brand. LOUIS XIII
has pledged to replant 115,000 oak trees in
France in partnership with ONF (French
National Forest Office). Some of these will
be used to make its centennial tierons,
the special casks that, in one centurys
time, will be the vessels for LOUIS XIII
journeys of the future.
In this same spirit of preservation, the
house has chosen to support THE FILM
FOUNDATION in its vital efforts to
ensure the survival of our shared cinematic
heritage for future generations.
Were grateful to LOUIS XIII for its
support of THE FILM FOUNDATION.
The foundations film preservation work
protects the cinematic heritage that we
all share. The partnership with Louis
XIII and LODYSSE DUN ROI, is an
excellent way to highlight the foundations
preservation, education, and exhibition
programmes. No matter where or when a
film was made, a century ago or a decade
ago, the foundation is committed to
ensuring that all films survive to be seen by
future generations. Martin Scorsese.
32
Special Feature
Scotch whisky struggles

in Travel Retail Top 100
Malt whisky & gin show grows despite market contraction.
he travel retail market went into

negative growth last year, according
to latest studies. While Scotch
whisky struggled to hold on to positions
in the travel retails Top 100, malt Scotch
whiskies like The Macallan, The Singleton,
Laphroaig and The Balvenie performed
well. The gin category also saw robust
growth.
The IWSR Magazine has just released
its annual Travel Retail Top 100, and while
Scotch whisky dominates 27 of the top 100
brands (the most of any single category),
half of these brands suffered declines in
2015.
The exceptions to this negative trend
were largely malt Scotch whiskies, such as
Edringtons The Macallan, Diageos The
Singleton, Beam Suntorys Laphroaig and
William Grants The Balvenie.
Here the trend mirrors what is
occurring in domestic markets, with malts
outperforming blended Scotch varieties as
consumer interest in the segments high
production values soars. Despite the global
0.5% increase in spirits consumption in
domestic markets, the travel retail spirits
market contracted by -3.3% in 2015,
shedding a total of 750,000 cases over the
year.
This overall contraction is reflected in
the largely negative performance by many
of the travel-retail sectors Top 100 brands
last year. In fact, many of the sectors
largest brands were most keenly affected
by its downturn, with the share of the Top
100 brands falling from 83% in 2014 to
82.6% in 2015. Four of the top five leading
travel-retail brands experienced volume
losses over the year ranging from 7,000 to
over 100,000 cases. Most of their volume
losses stemmed from the Americas and
Asia-Pacific duty-free/travel-retail regions
which respectively declined by -6.3% and
-1.3% overall between 2014 and 2015.
34
The travel-retail Cognac

market also experienced a mixed
performance in 2015, with
sales down in Asia-Pacific and
Europe, while posting marginal
growth across the Americas.
Similarly, of the five Cognac
brands to appear among the Top
100 travel-retail spirits brands,
two (Hennessy and Martell)
posted overall growth, while
Courvoisier,
Remy
Martin
and Camus saw their volumes
decline.
Gin was one of the few
spirits categories to build
additional volumes in the
travel retail channel in 2015,
growing by 5.7% overall. As
a reflection of this, all of the
five gin brands ranking among the Top
100 improved on their 2014 positioning.
Vodka is the second-largest contributor to
the Top 100 travel retail spirits rankings
after Scotch, but once again there was a
mixed performance among the categorys
leading brands. New entrants into the
Top 100 list in 2015 included Fireball
Cinnamon Whisky, Wild Turkey Bourbon
and Bundaberg rum, among others. All
of these brands experienced double-digit
growth over the year, propelling them into
the top 100 rankings, as brands such as
Bowmore, Drambuie and Becherovka fell
by the wayside.
In volume terms, gin was the winner.
Overall volumes surpassed 1.2m nine-litre
cases for the first time. The extra 250,000
cases pushed value up by close to US$86m.
Three key brands drove this growth: superpremium Hendricks, premium Tanqueray
and standard Beefeater, collectively adding
almost 50,000 cases.
The category was further helped by
the emergence of a raft of new premium
and super-premium brands as producers
expand their footprint and retailers look
to cash in on consumer interest in craft
spirits. Demand for expensive gins was one
reason, although not the only one, behind
the growth at the top end of the market. In
2015 super-premium spirits rose by 3.7%
passing the 2.6m-case mark, while ultrapremium spirits rose to over 800,000 cases
(+3.1%).
Regarding trends outside of travel
retail, IWSRs Global Trends Report
2016 threw up some interesting

insights based on research from
118 countries.
According to the report,
global drinks consumers have
a thirst for experimentation,
convenience and brands that
fit their lifestyle The report
looks
across
geographic
and category boundaries to
identify developments both
individually and in combination
that are helping to reshape the
landscape of the global alcoholic
drinks market. Key global
findings include:
Premiumisation-Most
regions and markets worldwide
saw consumers trading up to
higher-value products last year
across a wide range of categories. The
trend has manifested itself in several ways
in the international drinks market: an
explosion in the number of craft producers
and brands across every category; the
growth of premium niches like mezcal and
Japanese whisky; and the revival of aged
brown spirits with their image of heritage
and quality.
Category blur - Last year witnessed a
further erosion of the boundaries between
categories. Illustrative of this has been the
number of new products launched that
span multiple categories, such as speers
(spirit beers) and spiders (spirit ciders).
Consumers are showing an increasing
willingness to switch categories if another
appears more dynamic or fashionable.
This has led to migrations not only

within spirits, but also in some cases
between broader categories.
Consumer evolution - Much has
already been written about the importance
of Millennial consumers in regions such as
North America, Europe and Australasia,
where their demand for authentic, engaging
and high-quality brands, as well as for
new flavours, has been the driving force
behind much innovation. However, female
consumers are also becoming important in
emerging regions such as Latin America,
Africa and Asia.
Health consciousness - Almost
universally, markets worldwide have
been shaped by greater awareness of the
dangers of excessive alcohol consumption
and consumer desire to live a healthier
lifestyle. Faced with evolving consumer
demands, producers have been quick to
respond by launching lighter drinks with
lower alcohol or calories.
Desire for convenience - The enduring
appeal of greater convenience has been
a driving force behind several recent
developments in the alcoholic drinks
industry. These include the evolution of
new formats, such as canned wines and
wines on tap. On the retail side there
has been significant growth in online
sales, both via supermarkets and specific
e-retailers, which allow consumers to
order drinks quickly and easily direct to
their door.
35
Special Feature
Bridging the gap between

North and South
Craft beers with the flavour of the North and South
wo craft beer enthusiasts

Ishan Grover, Master Brewer
(RJ Brewing Solutions) and
John Eapen, Beer Evangelist (Tales of
Froth) came forth with the unique idea
of collaboration for craft beer between
Bangalore and Gurgaon two of the
nations biggest beer drinking cities. Ishan
Grover and John Eapen, together have
innovatively crafted an indianised beer
enriching it with the delicious flavours of
the North and the South of India. Taking
inspiration from the concept, the beer,
launched in September has been very
rightly named as Ekta, significantly uniting
the entire nation.
Kartik Singh and Vivek Maru, two
excellent brewers from the Bangalore
Brew Crew belonging to Indias pub
capital- Bangalore, famous for its love
for beer have come forth extending their
support to execute this novel concept.
Gurgaon might be among the
countrys biggest beer drinking cities,

but it is is pretty much stagnant as far as
craft beer goes. Most of the breweries here
dont go beyond the usual four styles, and
around 60% of the beer sold is wheat beer.
We are looking at changing that a bit. Ekta
is certainly more complex, and took a bit
of work, but at the end of the day, it was
a way more satisfying endeavour, said
brew master Ishan Grover.
Ekta is the Sanskrit word for unity
and this collaboration aims to bridge the
geographical and cultural divide between
the Deccan Plateau and the fields of
Gurgaon, a symbol of unity between the
North and South.
Ekta beer will be served in two
tantalizingly refreshing flavours Ekta Hibiscus Saison brewed with
Hibiscus flowers which will be on tap at
Quaff and Ekta Masala Saison brewed
with cloves and pepper which will be on
tap at Lagom. Saisons are fruity and spicy,
light, refreshing farmhouse ales originally

from the Belgian province of Wallonia.
Ekta Saison, a medium bodied ale is
high in carbonation, slightly acidic, 7%
alcoholic, fruity (citrusy), spicy (peppery)
with a grainy mouth feel that is dry and
low in bitterness. This particular style can
be paired with several dishes including
those containing fruit, chicken and fish.
36
encompassing events
Bottles & Barrels Turns Sporty

with CoD Series and FIFA 2016
month after a Knock out Beer

Pong Slam, and its overwhelming
response, Bottles & Barrels,
Gurgaon brought yet another fiesta for
its customers. In association with Sony
Play station and Gamaholic Club, BnB
(Bottles & Barrels) organised gamers
favourite CoD Series and FIFA 2016.
With more than 150 participations on the
event, the winners received Pool Price
worth Rs 1 Lakh.
With Beer Pong slam we received
amazing feedback. Based on our theme,
we realise that sports are the best getaway
for todays busy generation. CoD and
FIFA has always been favourite games for
gaming freaks, which was evident from
the response we received today. We at
Bottles & Barrels try to intact uniqueness
in our offerings, food, ambiance and
entertainment; therefore, we are planning

to bring many more such activities for our
customers, said Rohit Maingi, Managing
Partner, Bottles & Barrels said.
The response from the customers and
participants was nifty. The delectable food
offered by Bottles and Barrels was play up
of the tournament.
Bottles & Barrels is Gurgaons first
Horizontal Brew House that serves
different flavours of Beer throughout.
Defined as a mainstream dining restaurant
with an integrated sports bar area that
caters to the community, they provide
amicable and attentive services in a
relaxed environment. Their menu reflects
todays consumer, offering delicacies
from around the World including a
mlange of Indian, Oriental, Continental
and Italian. Known for lavish ambiance,
their opulent terrace consists of six gazebo
equally distributed between low and level
seating. Adding to this environment is a
Live Grill and Cold Food section simply
suited for good conversations, quality
freshly cooked meals and great beer
selections. They offer vibrant live music
performed thrice a week at Bottles &
Barrels is enticing.
37
profile
Michael Zimmermann reinforces

Austrian Wine Marketing Board
Michael Zimmermann
ith immediate effect, Michael

Zimmermann has taken over
management of the Eastern
theatres of operation at the AWMB,
becoming another important cornerstone in
the Austrian Wine Marketing Board's team.
After his Masters studies in export-oriented
management at the IMC University of
Applied Sciences in Krems, Zimmermann
became responsible for the marketing and
distrib ution agendas of the Weszeli
Estate in Austria's wine-growing region
Kamptal, as well as their establishment in
the marketplace.
The diversity of experience he was
able to gain during his tenure at Weszeli
will profit him greatly as new head of
the Eastern department, while proving
advantageous to the AWMB as a whole.
Development of the highly dynamic and
promising Eastern markets will demand
great technical ability, cultural sensitivity
and acute farsightedness.
In an interview with Ambrosia, he talks
about Austrian wines and their place in the
global market.
have been cultivated in the same

viticultural regions to be found in today's
Austria for many thousands of years. Vines
are synonymous with the landscape, the
culture and daily life. This also applies
to the typical Austrian grape varieties,
and there are widespread plantings in the
regional wine-growing areas. Coupled with
ideal geological and climatic elements, the
vines enjoy the best conditions essential for
making authentic, distinctive wines with
character and personality.
The concept behind this success story
plays a vital role. The Austrian vintners
and producers have all comprehended how
important it is to successfully combine
traditional viticulture with modern
vinification processes. The motto is,
quality without compromise and the result
was success without exception.
Another significance is the diversity
of Austrian wine culture, from lively,
light-bodied examples to monumental,
opulent whites wines, as well as charming,
fruity to full-bodied, red wines with long
cellaring potential. Last, but not least, a
wide variety of enticing and elegant sweet
wines, that are certainly amongst the
world's best. What wine critics across the

globe appreciate the most, is that Austrian
wines are exceptionally appetising and pair
wonderfully with food, making Austrian
wine sheer drinking pleasure.
How do they compare with wines

from other wine growing regions?
A good factor that really makes our
wine stick out is climate. Austria is a cool
climate country. The role of the climate
is therefore quite significant, which when
coupled with the soil structure in the
vineyards, and a multitude of other factors,
contribute to the regional terroir.
Austria has excellent sites for
internationally known varieties such
as Riesling, Pinot Blanc, Chardonnay,
Muskateller, Traminer, Pinot Noir, Merlot,
Cabernet Sauvignon and Syrah. But even
more important is the precious portfolio of
local grape varieties, with Grner Veltliner
at the top of the list. This white variety
alone accounts for almost one third of
Austria's vineyards. In addition to Grner
Veltliner, other white varieties - Neuburger,
Rotgipfler, Zierfandler and Roter Veltliner
- as well as the red varieties Zweigelt,
What makes Austrian wines so

special?
There are many reasons and the sum
of all these factors has paved the path for
the sensational quality boom over the past
couple of decades. A prime reason is a
tradition of winemaking, and grapevines
38
Blaufrnkisch, St. Laurent and Blauer

Wildbacher, are highly respected and, in
fact, treasured once again.
Genetically, many grapes have Traminer
and Heunisch as parent varieties. Traminer,
one of the oldest European varieties, likely
descends from wild vines that grew during
antiquity. Heunisch is the name for a
variety family that may have been brought
by the Magyars from Hungary to Austria,
where it quickly spread. At least 75 of the
varieties known today have Heunisch in
their family tree - for example, Chardonnay
and Riesling.
Knowledge about viticulture and grape
breeding have a long tradition in Austria. In
fact, it has long been supported by the Federal
Institute for Viticulture and Pomology at
Klosterneuburg, which celebrated its 150th
birthday in October 2010. It is the oldest
wine-growing school in the world. The
department for grape breeding is managed
by Dr. Ferdinand Regner, an internationally
recognized expert. His research in grape
variety identification, with the help of
DNA analysis, has earned outstanding
recognition worldwide.
What are some of your plans

to make Austrian wines more
acceptable in the international
market and especially in India?
The Austrian Wine Marketing Board
conducts a number of different activities in
many countries such as commented wine
tastings, seminars, wine fairs and such.
Our focus in India is the growing scene
of well-educated sommeliers and wine

connoisseurs. These are the people we are
trying to address with classic magazine
advertisements. Governmental prohibition
and tax laws hinder our efforts in promoting
Austrian wines in India. A shift towards
a more open policy would lead to more
actions from our side.
What are some of the key items on

your agenda?
We are not fully through with next years
forecasting but well be looking at further
cooperations with sommelier associations
and wine magazines.
What efforts are being made to

improve both the quality and
quantity of international wines?
There are numerous efforts undertaken.
The Austrian vinicultural policy and the
AWMB worked out a double strategy that,
on the one side, gives every winemaker in
our country plenty of room for innovation,
while on the other side promotes some
typical wines of origin as archetypes of
Austrian wine styles.

2015 will go down in the Sekt history
as a milestone for the Austrian Sekt sector.
Under the leadership of the Austrian Sekt
Committee, founded just in 2013, and
with the energetic participation of the
Sekt producers, the structure of a threetier quality pyramid for Austrian Sekt
has been established. The top category in
the pyramid is on a par with the highest
standards maintained by the world's leading
sparkling wines - such as Champagne or
Franciacorta and in certain aspects, even
surpasses them.
This proposal was agreed upon by the
National Committee, and submitted to the
Agricultural Minister, who gives it force of
law by means of decree in 2016.
In principle, the regulation applies that
Austrian Sekt with Protected Designation
of Origin (sterreichischer Sekt mit
geschtzter Ursprungsbezeichnung) may
be offered on the market exclusively in
connection with the supplemental terms
Klassik, Reserve or Grosse Reserve
(Grande Reserve), under the appurtenant
conditions laid down by decree. In
this, the product designation will be
composed from the category designation
(Qualittsschaumwein or Sekt), the
name of the protected designation of origin
(federal state and where applicable
municipality or district thereof) and the
term Protected Designation of Origin
(geschtzte Ursprungsbezeichnung). The
term Hauersekt (tirage, disgorgement
and expedition performed by the grape
grower) may additionally be used.
Which are some of your key

markets and is India a very
prospective market for Indian
wines?
Looking at India in particular it is important
to notice that there is a slight trend towards
wine drinking. Most of the imported wine
is being consumed in the capital and this is
where our focus lies for now. As mentioned
before, current governmental restrictions
hinder a powerful market development.
But we will continue with our efforts in
promoting and showcasing the excellency
and affordability of our wines and are
looking forward to see Indias Sommeliers
and wine lovers discovering Austrian wine
to accompany their local cuisine.
Vincent Fernandes
39
NEWS
CHEERS! Four Points by Sheraton Visakhapatnam

celebrates all new look and facilities
our Points by Sheraton Visakhapatnam, part of Starwood

Hotels & Resorts Worldwide, Inc. recently unveiled its
newly renovated facilities, including a new lobby and
reception, signature all day dining restaurant, The Eatery as well
as banqueting facilities. Guests can now kick back, relax and enjoy
the brands promise of uncomplicated comfort with essentials that
matter most - comfortable beds, fresh coffee, free internet and cold
local beer.
We are excited to introduce our brand new facilities and
signature programmes designed to offer stylish comfort, great
value and genuine service to our guests. Our new culinary offerings
and fitness facilities perfectly blend business with pleasure. We are
ideally located for guests to enjoy some of the main attractions of
Visakhapatnam while they stay with us, says Aditya Shamsher
Malla, General Manager.
For the ongoing Oktoberfest celebrations, Four Points by
Sheraton Visakhapatnam is offering a Buy-1-get-1 Best Brew till
October 31. Guests can enjoy the local beers as part of the Best
Brews Programme.
Conveniently located in the heart of the city, the hotel is a 25
minutes drive from the Visakhapatnam airport and only a short
walk away from the Ramakrishna Mission Beach, Visakhapatnam's
pride. The newly renovated hotel features 123 rooms equipped
with modern amenities, 550 square meters of stylish meeting and

event space, a lounge bar and a signature all day dining restaurant,
The Eatery. Globally, Four Points by Sheraton is experiencing an
incredible growth momentum, having recently crossed the 200
operating hotels mark. With Starwoods largest and fastest growing
pipeline, the brand is set to double its global footprint in the next
five years and India will continue to play a key role in driving this
growth momentum for the brand.
First ibis Styles Opens

in Goa Calangute
ocated just a short walking distance

from the popular Tivai Beach and
minutes away from North Goas
famed Calangute and Candolim beaches is
the brand new 197 room ibis Styles Goa

Calangute. The hotel is the first ibis Styles
in India, offering leisure and corporate
guests a perfect beach stay experience. It is
in close proximity to North Goas popular

entertainment and nightlife destinations.
Design is one of ibis styles
cornerstones, treating guests to constantly
renewed contemporary creativity with
unique, unprecedented and memorable
experiences at an affordable price.
Each ibis Style wears its own
distinctive character built around a central
theme steeping its every corner with the
Olympic Games in the ibis Styles Paris
Massena, wines in the ibis Styles Madrid
Prado, textiles at the ibis Styles Lille
Centre Grand Place, aviation at the ibis
Styles Sao Paulo Anhembi and Portuguese
architecture at ibis Styles Goa.
Staying true to its unique brand
individuality, the hotel is deeply influenced
by its Portuguese heritage and charm that
are infused with a contemporary twist. Its
surroundings reverberate Goas relaxed
beach vibe with inspiring local art and
design that are embellished throughout
the walls and decor. The unique sea design
theme is highlighted throughout the hotel
lobby.
40
NEWS
AIDA Announces Seminar in Hyderabad
he All India Distillers Association (AIDA) has

announced its next 2 day Technical Seminar to be held on
17-18th October, 2016 at Hotel Katriya in Hyderabad.
The seminar shall have brainstorming sessions during the
2 day conference on production of Ethanol / Bio
fuels from current and new feed stocks, improving
fermentation and distillation efficiencies, quality
control of alcohol & liquor and Effluent Treatment
technologies to achieve Zero Liquid Discharge
(ZLD) as mandated by the CPCB.
The seminar attains utmost importance in
view of the priority of production of ethanol and bio fuels
being extended by Govt. of India for enhancing production and
availability of bio ethanol for blending with petrol / motor fuel.
The present availability includes production of ethanol
from sugarcane molasses and various grains (primarily used
for potable purposes). The availability of molasses at present
is almost flat and is not expected to substantially increase in
any future distance, thus we are barely able to touch 4-5% of
ethanol for blending requirements. We should therefore look for
new feed stocks with use of potent enzymes, on priority basis
to increase production and availability of ethanol. The seminar
therefore will have various presentations and papers presented
by different technology providers, technical experts and industry
experts, on various alternatives available to us for producing
ethanol from different sources and improved technology with
effective use of enzymes.

Presentations from senior professors of NSI, Kanpur
are also part of the programme. The potential feed stocks
including grains, Cassava, Sweet Potato, Sweet Sorghum and
beet etc alongwith Cellulosic and ligno cellulosic
materials like Wheat stalk / straw, Rice husk,
Bamboo, Agricultural waste etc., and forestry waste
are few feed stocks which can be used to meet
increasing fuel requirements.
Similarly Effluent Treatment Technologies to
achieve Zero Liquid Discharge (ZLD) either through
incineration or bio composting after use of bio methanation,
R.O and MEE has now been approved by the CPCB and are
now available to the industry as the technology to achieve Zero
Spentwash Discharge (ZSD). All its pros and cons shall be
discussed thoroughly.
Experts and technology providers are welcome to make their
presentation to enlighten the delegates about their technologies.
In addition the topics of fermentation, distillation, recoveries
and quality of spirits shall also be the part of the deliberations
during the seminar.
An exhibition is also being organised and arranged during
the 2 days to enable the technology and equipment providers,
machinery and appliance manufacturers and suppliers and
technical experts to showcase and exhibit their technologies and
different machineries.
JACOBS CREEK NAMED MOST TRUSTED WINE BRAND
ACOB'S
CREEK,
the
iconic
Australian wine brand, has been voted
Australias Most Trusted Wine Brand
2016 by Readers Digest in their annual
Trusted Brands survey.
For the past 16 years, the survey has
investigated which brands in Australia
have the best reputation among consumers
and why.
This year, JACOB'S CREEK has been
awarded the winner of the Trusted Brands
Survey in the Australian Wine Category,
outranking competitors including Penfolds
and Wolf Blass.
A
well-established
independent
market research agency is commissioned
by Readers Digest each year to survey
a representative sample of people in
Australia. The research investigates their
most trusted brands in 65 categories of

products and services across a wide range
of industries, with over 2,400 people
surveyed across Australia annually.
Participants
communicated
what
influences their buying decisions and which
brands they believe consistently deliver on
promises to satisfy their needs, make their
lives easier and offer value for money.
Ben Bryant, Chief Winemaker,
JACOBS CREEK, said, Our wines are
crafted to be fresh, elegant and greattasting with true varietal expression. Being
awarded the Most Trusted Australian
Wine Brand is testament to the fact
that our wines can be trusted to deliver
consistent, exceptional quality and were
very pleased that this has been recognized
independently.
Ben Bryant
41
NEWS
Sweden: Concerns that new pricing model in

retail monopoly discriminates against spirits
pirits Europe has recently received

information concerning the pricing
policy operated by Systembolaget
(SB), which will shift a significant financial
burden onto spirits and wine, both mainly
imported, while reducing it on beer, most
of which is made in Sweden.
We understand that, when fixing
the prices of the alcoholic beverages it
sells, the monopoly plans to increase the
fixed surcharge on spirits by 86% (and
on wine by 50%). In the case of beer, it
will be reduced by 12%. SB intends to
implement this measure in January 2017.

Our preliminary calculations suggest this
will add 4.6 million costs on spirits,
11 million on wine and reduce charges
on beer, their domestically-produced
competitor, by 8.7 million, read the
press release.
The rationale for the proposed change
has not been fully explained but clearly,
the biggest beneficiaries of the change
will be local producers while those who
will suffer most will be importers. Thus
the proposed move will promote domestic
industry at the expense of imports. Spirits

Europe comprehended that two thirds
of the spirits market is imported and that
100% of wine is imported. On the other
hand, nearly 80% of the beer market is
locally produced.
This is not the first time Spirits Europe
is confronted with a controversial measure
by SB, namely its new tax on bottles,
which was again prepared without the
involvement of the sectors affected and
which would hit imports hardest. The
organisation hope that it has not entered
a phase of relations where a state-owned
monopoly in a privileged position is
introducing policies without meaningful
consultation or objective justification and
which favour local products.
Spirits Europe urged SB not to
proceed with the proposed new pricing
measure, at least until it has published,
and it has had an opportunity to assess
the study that substantiates the proposed
change. Moreover, Spirits Europe hope
the monopoly can be more transparent
and constructive when dealing with the
suppliers of alcoholic beverages. The
latter have no option but to sell through the
state owned monopoly in Swedens retail
market.
Building a stronger tomorrow

- Johnnie Walker supports Mercy Corps
ohnnie Walker Storyline tells inspiring

stories of people who take action to
make tomorrow better than today.
In 2015, Europe witnessed the single
biggest migration of people since World
War II. Hundreds of thousands have fled
conflict in Syria and other countries with
many attempting to cross the dangerous
Aegean Sea in the hope of finding a safer
tomorrow. Many have died in doing so.
The Greek island of Lesvos became
the centre of a humanitarian crisis of
unimaginable scale. At the heart of it

was a small group of islanders whose
fishing boats became rescue vessels and

whose selflessness has inspired people
the world over.
But telling their story is just the start.
Mercy Corps is working to help millions
of people devastated by the Syrian crisis,
and have so far helped over 7.7 million
people affected.
Like the islanders of Lesvos, Mercy
Corps believes in helping people overcome
adversity, find safety and build stronger
communities from within.
42
NEWS
TJ Joulak Signed on as general manager

for Indias first ever W Hotel in Goa
J Joulak, a.k.a. TJ, has recently been

appointed as the General Manager
for W Goa, located on Vagator
beach, the new, chic destination in Goa.
TJ is one of the coolest General Managers
and has been adding excitement and oomph
to W Hotels across the World since 2002.
He is now sharing his passion with his
team to bring alive the whatever/whenever
philosophy and deliver unconventional
experiences to guests at Indias first ever W
Hotel in Goa.
TJ
began
his
journey with Starwood
in 2002 after opening
the
Iberostar,
in
Hammamet in Tunisia.
Since then, he has
worked with some
hero Starwood hotels,
TJ Joulak
by opening four hotels
over the past 15 years, naming Sheraton
Hotel & Towers Tunis, W Doha in Qatar, W
Istanbul in Turkey, and W Bali in Indonesia,
then recently running the W Taipei since
2014. He has also worked with the world
famous Hotel Grande Bretagne, a Luxury
Collection Hotel in Athens, Greece.
On his appointment as the General
Manager, TJ said, my journey in Starwood
has been a dream come true. Since
integrating W Hotels in 2006, I realised
how blessed I am to work for the best and
most exciting brand in the world. Its in my
DNA. Moreover, Im thrilled to be opening
the first W in India and eager to WOW
our world class clients and with my Team,
deliver an experience they have never had
before. I'm already in love with the Indian
cultures and this vibrant city and I look
forward to making it a must-do global
travel destination through this landmark
launch.
In TJs new role, he will be in charge
of overseeing W Goas strategy and daily
operations. Following his motto Our
prime purpose in this life is to help others,
TJ will not only provide a combination
of professional advice and administrative
support to both business and leisure guests,
but will also motivate the talents of W Goa.
TJs educational background includes a
During his stints with Starwood, he got a

chance to do several courses from Cornell
University.
In addition to his strong academic
background, TJs secret to success comes
Higher National Diploma in Hotel Business from a lot of inspiration and influence
Management from University College received from his family. My father
Birmingham, UK. He also acquired a was a Banker and Chairman of hotels,
Degree (BA HONS) in International so everything needed to be well planned,
Marketing and Economics and completed concessive, detailed and had to make sense.
brewing technology,
Ambrosia,
135 xmother
200 mm,
CC-en34-AZ123
08/16 the
is British,
so I received
hisSTEINECKER
MBA in Economics
and Finance
in My
Hospitality from the same University. gentlemen behavior.
SIMEI 2015
Mailand, 3 6 November
Hall 15, Stand A07
STEINECKER
Brewing technology
#GermanBlingBling
#Steinecker
We do more.
NEWS
Great news regarding bottle sizes!
n the early 2000s, a Commission

plan to abolish all of the EUs
pack size rules. In the end,
fixed sizes for spirits were retained,
as they were for wine, while in
about 100 other sectors they were
removed.
Unhappy with this
situation, the Commission included
a review clause in the legislation
(Directive 2007/45), so that the fixed
size rules that remained would be
reassessed after 8 years. In 2014, the
Commission duly launched a review
whose outcome was published this summer, showing a great level
of support in favour of the current legislation.
The spirit sector has consistently stressed the advantages that
all parties obtain from the prescribed quantities (PQ) regime
for spirits. It is therefore reassuring that the report found all
stakeholders agreed. The absence of complaints has long been
testament to a system that works extremely well.
The huge amount of information supplied by the sector (mainly
during the development of Directive

2007/45) showed the advantages of
PQ for spirits beyond question. It
also set out why other protection
measures, such as unit pricing, only
play a marginal role in protecting
consumers.
While Spirits Europe
noted the authors continuing advocacy
for UP, this measure continues to
provide theoretical rather than actual
protection. Indeed, this seemed to be
confirmed by the reports finding that,
even though UP is in force, 30% of
consumers want more fixed sizes because of the confusion and
complications that free sizes bring.
The important part is that the report concludes that no legislative
change is required. That is extremely welcome; this is an area on
which considerable time and resource has been required over the
last 10-15 years. Spirits Europe is much hope that the fixed bottle
size regime for spirits is now settled, and need not be reviewed
again.
ZAC ABBOTT mixes magic at Masala Bar
dding to the high-octane

vibe at MasalaBar is its
head Mixologist Zac, who
seamlessly integrates some of the most
advance techniques of crafting cocktails
with his natural flair for mixology.
Hailing from Australia, Zac has learnt
the art of mixology from Best Bar,
Flair tenders and Behind Bars, while
also having studied Deconstruction
Cocktails 1806 with Sebastian Reaburn.
He
brings
along
extensive
experience and expertise in the field
of curative beverage and advance
knowledge of flavours & spirits, Zac
innovates on mixology using modernist
techniques coupled with scientific
equipment.
Along with a well-rounded
experience across bars in Australia, Zac
also has a list of accolades to his credit.
Having won the Kettle One (Diageo)
Australia Wide Competition, Baitze
Cocktail Competition NMIT Melbourne
and Midori Moroccos speed bartender
Airlie Beach Competition, he was
nominated for Mixologist of the Year

(5 star) by Top Chef Awards in 2015.
Aside from being recognised among
the finest beverage experts, he was
also one of the finalists of the Cocktail
Competition Signature Event, New
Orleans and won second place at the
Campari QLD Cocktail Competition,
Daydream Island.
A wizard with mixing and imbibing
unique flavours with spirits, creating
exquisite combination, he is a firm
believer that exemplary service must
always be accompanied with fine
mixology. Over his 11 years in the
global hospitality industry, Zac has
worked with some of leading hospitality
chains in the world, training others
under him in the art of bartending and
mixology.
In his free time, Zac is often found
cooking and writing on different
drinks and flavours. He is also fond of
traveling and is a music and film lover.
From these, he finds inspiration to
create unique drinks.
44
NEWS
India is set to welcome its

first ever W Insider In Goa
Goa is set to shake the hospitality

scene with the appointment of
Indias first W Insider Rashila
Lobo. Taking on the glamorous role that
is one of its kind in the hospitality field
created by W Hotels, Rashila will play a
major role by connecting the hotels savvy
guests to the citys hottest happenings.
Not your typical modern day
concierge, W Insiders are in-the-know
tastemakers always on the cusp of whats
new and up-and-coming in their city,
providing guests with all the right inside
knowledge and going above and beyond
to create extraordinary, unexpected and
unforgettable experiences not offered
anywhere else.
The arrival of the Insider at W Goa is
set to energise the city with its innovative
style, signature Whatever/Whenever
service philosophy - providing guests with
whatever they want, whenever they want it,
as long as its legal.
A walking Little Black Book full of
city secrets and surprises, Rashila Lobo, is
your guide to everything new and exciting
in Goa.
Whether its the celebration of a

special occasion or to just sit back and
enjoy the Goa vibe, guests staying at the
hotel would want Insider Access to Goa
and to the hotel, says Mr. TJ Joulak,
General Manager, W Goa. Rashila truly
embodies the passion and flair of the W
brand as well as the vibrancy of Goa and
will surely give our guests access to the best
Goa has to offer in terms of W Happenings,
entertainment, sightseeing and once in a
lifetime activities.
A Swiss native brought up in Goa,
Rashila brings a wealth of experience in
hospitality industry from around the world.
She has worked for brands like Yas Viceroy
Abu Dhabi as well as Starwood Hotels &
Resorts and has also won accolades for her
services.
Her competence includes managing
customer service operations, ensuring
staff satisfaction and co-ordination and
managing customer service operations for
rendering and achieving quality services.
Rashila also speaks German and Goan,
which helps her connect with guests of
diverse backgrounds.
Roshila Lobo
I am thrilled to begin my role at the W

Goa and in true W Insider fashion, I promise
to deliver an exclusive experience that will
be both unexpected & extraordinary. See
you in Goa! said Rashila.
Slated to launch in the fourth quarter
of this year, W Goa will be Starwoods
8th brand in India. Located on Vagator
beach, the new, chic destination in Goa, the
hotel is set against the dramatic Chapora
Fort and the cliffs surrounding it. With its
contemporary design, signature amenities
and a full calendar of W happenings, W
Goa will showcase whats new and next in
design, music, and fashion. Guests will also
experience the brands iconic Whatever/
Whenever service that delivers whatever
they want, whenever they want it.
Jack Daniels Celebrates 150th Anniversary in Delhi
ack Daniels announced that New

Delhi is one of the 150 cities chosen
for the Jack Daniels Barrel Hunt,
a global scavenger hunt that will unite
friends of Jack across the world. To be held
on September 3rd in the city, the barrel
hunt celebrates the 150th anniversary of
the Jack Daniel distillery.
From July through September, 150
handcrafted whiskey barrels are being
hidden in various regions across the globe
at historic and cultural sites. The first
Barrel Hunt took place at the home of the
distillery in Lynchburg on July 1 and will
visit more than 50 countries in 90 days.
Clues and the password tied to the
hidden location of the barrel will be
provided on the Jack Daniels Facebook
page from 10am on 3rd September and

the barrels will be opened when the first
person to arrive speaks the correct barrel
password.
Each hidden barrel in the scavenger
hunt has been handcrafted from the
distillery and used to mature Jack Daniels
Tennessee Whiskey before being specially
fabricated for the Barrel Hunt to house
prizes, including an original, one-of-akind bar kit made with white oak from
the barrels. Barrel Hunt winners will also
receive the authentic Jack Daniels barrel
they found along with prizes tailored to
each region that participates in the Barrel
Hunt.
The barrel is the key to crafting
Jack Daniels Tennessee Whiskey as
it accounts for 100% of its colour and

70 to 80% of its flavour, said Jack
Daniels Master Distiller Jeff Arnett. Its
an important part of our process thats
remained unchanged for 150 years, and
that tradition will continue to live on in
every barrel we make and each drop of
our whiskey. The Barrel Hunt celebrates
the distillerys history and gives Jack
Daniels fans in New Delhi a chance to
own a barrel and be forever linked to Jack
Daniels.
Apart from the global barrel hunt,
there are many other planned initiatives
including limited edition bottles, themed
on-ground events, special duty free
promotions and social media outreach
among others.
45
NEWS
GlENFIDDICH UNVEIlS
THE PRESTIGIOUS NEW
26-YEAR-OlD ExPRESSION
lenfiddich, the Worlds Most Awarded single malt Scotch
whisky unveiled the prestigious 26-Year-Old expression
in India. This release marks a distinguished addition to the
India brand portfolio of the family run distillers collection of rare
and prestigious whiskies. Glenfiddich Excellence 26 Year Old is the
first single malt from the Speyside distiller, matured exclusively in
American Oak Bourbon casks for a minimum of 26 years.
Struan Grant Ralph Global Brand Ambassador Glenfiddich:
Adding this new expression is a testament of our pioneering spirit
to produce the most incredible malts in the world. This unique floral
and intensely flavoured whisky reflects our commitment to produce
the best dram in the valley.
New study confirms efforts against

underage drinking delivering results
ccording to spiritsEUROPE, since the ESPAD (European

School Survey Project on Alcohol and Other Drugs) survey
was undertaken, the lowest ever observed percentage of
students who reported alcohol consumption in the last 30 days in
the EU has been reached with a decline of 24% since 2003 (from
67% to 51% between 2003 and 2015).
Another important indicator is the level of intoxication: 86% of
European students report never being drunk in the last 30 days
(an improvement of 23% since 2003). Another positive trend to
be noted is the frequency of heavy episodic drinking which has
decreased by 28% since it peaked in 2007 (18% in 2007 down
to 13% in 2015). These positive trends can be observed for both
boys and girls! These ESPAD results reinforce the downward trend
already shown in the WHOs Health Behaviour in School aged
Children (HBSC) study released in March . We are delighted to
note that two major surveys on minors point to decreasing trends
in underage drinking in Europe, irrespective of whether or not
countries have restrictive population measures, such as pricing
policy or advertising bans, in place, said Paul Skehan, Director
General of spiritsEUROPE.
Clearly, while we should celebrate the positive trend, there is
no room for complacency said Skehan, adding A closer look at
the data shows that alcohol consumption by minors varies greatly
across Europe and we need to continue assisting those most at
risk. The fact that the incidence of underage drinking varies so

much between different countries underlines the importance of
targeted initiatives, which take local culture, context and issues
into account. A one-size approach, targeting entire populations, is
not the answer.
Combatting underage drinking, in partnership with local
authorities and communities, is a core, long standing commitment
of the spirits sector, said Skehan. spiritsEUROPE members and
their partners at local level are vocal and active supporters of
strict - and fully enforced - Legal Purchasing Age regulations but
they also support programmes to change the social norms around
underage drinking by engaging the most important determinants
behind underage drinking: parents and peers.
For example, in the UK, the Community Alcohol Partnership
programme contributing to the 36% drop in alcohol consumption
by the 11-15 years old. In Spain, the vast industry-funded campaign
of Minors, not a single drop is also producing results: in 20122013, 81.9% of 14 to 18 year olds tried alcohol over the previous
30 days compared to 68.2% in 2014-2015.
These results are very encouraging and we will continue to
support investment in initiatives giving tools to parents and teachers,
and support life skills programmes concluded Skehan. Scientific
evidence shows that such interventions positively influence risky
behaviour patterns among youth, not just related to alcohol.
46
NEWS
spiritsEUROPE calls on Members

States to sign CETA deal
ccording to spiritsEUROPE,
once upon a time, when hopes
of a reasonably swift Doha
Development Round remained high,
the relatively few European negotiators
could concentrate their efforts on those
multilateral talks. With Doha stuck in
paralysis, however, the EU has like
many others around the world turned to
multiple bilateral negotiations instead.
As a very export-oriented sector, the
European spirits sector appreciates this
approach: keep plugging away at Doha,
but at the same time, open markets quickly
through bilateral agreements. Before 2006,
around 24% of trade was covered by Free
Trade Agreements. Today, the figure is
closer to 32% and the Commission expects
this number to rise above 77% once
ongoing negotiations are concluded, the
agency stated in its spiritsNEWS.
According to it, several NGOs were
very vocal against Free Trade agreements,
TTIP and CETA in particular. Our answer
to this demonstration is instead a call for
trade to top the EU agenda. This is not a
selfish request but a win-win proposal for
Europe. On average, 2/3 of the price paid
for a bottle of spirits is tax. Through VAT
and excise duty alone, the spirits sector
generated about 23bn for EU exchequers
last year, spiritsEUROPE stated.
Apart from this contribution towards
public finances, export success (10bn

in 2015) also generates investment and
employment in Europe. To take the example
of the leading export category, small and
large Scotch and Irish whisk(e)y producers
have made important investments to meet
the growing worldwide demand. In Ireland,
10 new distilleries have commenced
production of Irish whiskey in the last
year while plans are in motion to open an
additional 22. This will allow the sector to
grow global market share by 300% over the
next 15 years. Investments are also in new
bottling plants which have considerable
knock-on benefits for other sectors, such as
glass manufacturers, coopers, transporters
and packagers. Spirits drinks, like Scotch
and Irish whiskey, covered by geographical
indications represent 2/3 of our exports
in value outside the EU and cannot be
delocalised.
The EU is considering strategies and
policies to sustain growth and stability in

todays highly globalised economy. As
far as international trade is concerned, our
answer is to call for more Europe. The
elimination of high import tariffs and other
barriers such as discriminatory tax policy,
insufficient intellectual property protection
or complex custom procedures need to be
addressed by the EU through the conclusion
of ambitious Free Trade Agreements
(FTAs) with our main trading partners,
a reinforced market access strategy, and
credible enforcement mechanisms, said
the agency.
Of course, while this would be
advantageous to the large spirits producers,
it is especially beneficial to the vast number
of small craft distilleries working in the
spirits sector. Independent or family owned
distilleries who may not have the resources
to compete internationally as of yet, might
be able to after the implementation of the
FTAs.
The first bilateral agreement signed
since Doha was the EU-Korea agreement,
which entered into force in July 2011. The
EU/Peru and Columbia agreements took
effect in summer 2013, but also with the
Philippines in 2015. EU-Vietnam FTA is
underway like TTIP and CETA and very
soon - unnoticed - the EU is opening the
1st round of negotiations with Indonesia.
Yet, this is not enough. India, for
instance, is the largest whisky market in the
world. Yet, less than 1% of consumption is
of imported products. The abolition of the
150% import tariff would allow a boom in
European spirits exports within a few years
of liberalisation, spiritsEUROPE stated.
Ashish Sharma. The star bartender joins AER - Bar and lounge
rom 22nd September 2016 from his

previous role at the award-winning
Manhattan - Regent Singapore. Ashish
Sharma, joins AER - Bar and Lounge
Ashish started out his career with Four
Seasons Hotels and Resorts in 2007 as a
Banquet Server on the pre-opening team for
Four Seasons Hotel Mumbai. This foray into
hospitality allowed him to hone his skills and
introduced him to food and beverage standards
and service; including establishing a strong
foundation in his knowledge for artisanal spirits
and classic cocktails. Soon after, he moved on
to Four Seasons Resort Maldives and continued

his journey in food and beverage as a Restaurant
Captain at the resorts Blu restaurant. In 2011,
Ashish found his way to the City in a Garden
as Restaurant and Bar Supervisor at Regent
Singapore, A Four Seasons Hotel, where he also
went behind the bar at the restaurants Espresso
Bar to create delicious cocktails for its patrons.
It was his talent and passion that eventually led
him to Assistant Bar Manager at the awardwinning Manhattan, where together with a
dedicated team of bartender, he now runs one of
the Worlds Best Bars.
47
NEWS
Prohibition politics upset liquor investments

ndia has reiterated its position as one of the most difficult
markets to sell alcobev products. The non inclusion of alcohol
in GST has not helped. Each state continues to be one seperate
market. The different tax regimes force companies to have
manufacturing facilities in each of the state. And come elections
the possibility of yet another state introducing prohibition is not
discounted. But what about the investments to build factories,
create jobs. Carlsberg India's case makes it detrimental for investor
confidence. Three years ago, Bihar Chief Minister Nitish Kumar
invited the Danish brewer to invest in the state, They spent $25
million to set up a plant near state capital Patna in 2014. Now with
the introduction of prohibition where he enforced it across the
state this year after being re-elected in 2015 companies are left
with little choice but to pull out causing job losses and substantial
loss in revenues.
Diageo Plc, United Breweries and Molson Coors that have been
running more than 70 distilleries and breweries in India's thirdlargest state by population for a decade or more. The units were not
just meant to meet in-state demand but served as a manufacturing

hub for neighbouring markets. Brewery companies had been keen
on investing in Bihar due to the abundance of raw materials barley
and wheat and the availability of cheap labour.
Late last year, the state government decided to prohibit country
liquor and slash the number of shops selling alcohol to less than
700 from 4,000. All liquor sales have been banned since March
as part of an election promise by Kumar, raising concerns about
illegal alcohol. United Spirits doesn't see any point in staying on. In
the June quarter, the country's largest liquor maker, which is owned
by Diageo, said it had made a one-time provision for inputs and
inventory processing related to Bihar.
The state is (or was) predominately a whisky market and
accounted for 1.8% of the overall Indian-made foreign liquor
market worth 317 million cases. The brewing industry is fighting
against the unjust ruling to ban all liquor instead of just country and
illegal liquor and we have claimed about. `400-crore compensation
for existing inventories and machinery."
Krones wins award for

social commitment in China
Claudius Wolf, COO (Chief Operating

Officer) Krones Taicang, seen receiving
the award for Krones in Shanghai from
the hands of Liz Mohn, the Deputy
Chairperson of the Bertelsmann
Foundation.
rones AG, Neutraubling, Germany,

has won the More than a
Market Award conferred by the
Bertelsmann Foundation and the German
Chamber of Commerce in Shanghai for its
social commitment in China. There was one
winner in each of four categories graded
by company size. Krones was awarded the
prize in the 50-to-500 employees category
for its Krones Machinery (Taicang) Co. Ltd
facility. There are more than 200 German
companies located in the Taicang region, in
and around Shanghai.
The citation focused particularly on
Krones Apprentice Training Programme,
which offers courses for mechatronic
technicians and metal-cutting machine
operators. Krones is fostering the tradition
of vocational training in China as a way of
assuring top-quality work in the production
operations, enhancing bonding between
the trainees and the company and creating
a culture of mutual trust. Almost 40 new
staff have been given a permanent job

since the programme was launched in
Wuhan. Vocational training has meanwhile
also begun in the cities of Changzhou and
Suzhou, which will result in many more
hirings.
Krones received the prize in Shanghai
on 25 May 2016 from the hands of Liz
Mohn, the Deputy Chairperson of the
Bertelsmann
Foundations
Executive
Committee. The More than a Market
Award is an initiative of the Bertelsmann
Foundation and the German Chamber of
Commerce in Shanghai, supported by the
German Consulate General in China. The
initiative promotes and progresses social
commitment by German firms in China.
Goals include further improving the good
reputation of German business enterprises
in China by deepening their roots in Chinese
society and creating closer relations and
partnerships between German and Chinese
organisations and people.
48
Technical Trove
A whisky tour
Is this the most chemically complicated drink in the world? Victoria Gill attempts to
unlock some of the mysteries of Scotch malt whisky
he finely-tuned process of Scotch
whisky production is governed by
its own law - the Scotch Whisky
Act. There are 92 malt whisky distilleries
in Scotland, and each one has a slightly
different process - with different stills,
malts and casks for maturation. Under the
Act, Scotch whisky must be matured for
at least three years, during which time the
spirit reacts with compounds in the timber
casks Chemists continue to study the
complex effects of dilution on the sensory
perception of whisky flavours.
When I worked in a tiny Edinburgh
pub, I occasionally incurred the wrath of
the regulars when the water jug sat on the
bar wasnt at room temperature by the time
they wanted their whisky. So Ive long been
eager to find out if theres any chemical
truth behind this received bar wisdom, and
similar whisky lore.
Ive heard much postulating about
releasing the flavours, so during my visit

to Edinburghs Scotch Whisky Research
Institute (SWRI), I hoped the real experts
might teach me how to make it - or fake
it - as a whisky connoisseur, so that I could
smugly explain to my friends in the pub
exactly how one should dilute ones whisky
- and more importantly, why.
But embarking on a whirlwind tour of
whisky chemistry raised far more questions
than I could have predicted. Like the heady,
aromatic spirit itself, its far from simple.
Theres no single chemical composition
to describe a whisky, so theres no single
way to explain what exactly happens in
your glass when you add water, ice or even
(heaven forfend) cola.
Making flavour
Whiskies
contain
hundreds
of
compounds, including fatty acids, esters,
alcohols, and aldehydes, in a wide range of
concentrations. According to Paul Hughes,

director of the International Centre for
Brewing and Distilling (ICBD) at HeriotWatt University in Edinburgh, the most
important flavours in a whisky come from
the raw materials, the distillation process,
and the maturation. So thats the whole
whisky-making process, then - and theres
just no narrowing it down.
To begin at the beginning, we need to
go back to the raw materials. Thats Scotch
whisky 10, 12, 16 or more years before
its poured into your glass. The Scotch
Whisky Act quite literally lays down the
law about raw materials and the production
process.1 Scotch malt whisky is made
from 100% malted barley - grain that has
been germinated very briefly, releasing the
enzymes that convert starch into the sugar
that eventually becomes alcohol.
Whisky-producers start with a mash of
malt and water. (Under the Act, distillers
50
must use that water as it arrives at their

distillery, untreated in any way). The aim
is to turn as much of the grains starch into
sugar as possible, for the highest alcohol
yield.
The strong sugar solution is taken
from the mash, and yeast is added for
fermentation. This takes about 72 hours,
after which the alcoholic solution - or wash
- goes for distillation.
This is where those impressive,
bulbous copper stills come in. Distillation
is essentially very simple - heating the
mixture to separate it into fractions based
on their volatility - although the copper
also catalyses some important reactions
on the side. And as with any scaled-up
process, there are a lot of variables. Reflux,
for example, is determined by the neck of
the still, so its shape is very important, and
each distillery designs its own.
"Copper catalyses the reactions you
want most in distillation - especially
those reactions that remove sulfurous
compounds," explains Craig Owen, a
chemist and laboratory manager at the
SWRI.
The research at the SWRI is funded by
its members - Scotch malt whisky producers
- who are constantly refining the efficiency of
their processes. "What distilleries are looking
for is continuity," says Owen. "They want to
understand each part of the process, so that
if anything starts to drift they know exactly
where the problem will be - to get it back on
track again."
Distillation of the spirit gives three
fractions - the foreshots that contain
the highly volatile components such as
acetaldehyde and ethyl acetate, the spirit
fraction that will go on to be matured into
Scotch, and the feints which contain the low
volatility compounds, including phenols
and many nitrogen-containing compounds.
Foreshots and feints are removed but, since
they contain alcohol, they are recycled and
redistilled.
"Most Scotch whisky is distilled
twice," explains Brian Eaton, senior
teaching fellow at the ICBD. "Thats a
key difference between Irish whiskey and
Scotch. Irish whiskey is triple-distilled,
and thats a big marketing point - its purity.
But the thing about double-distilling is
the flavour compounds that remain in the
whisky. You could say that the aim with
Scotch whisky is to distil it just enough."
The spice of life
There are 92 malt distilleries in

Scotland, all unique. Each takes a slightly
different fraction during distillation - so
each spirit is chemically different before
it even gets into the cask to mature. This
colourless liquid already contains some
of the compounds that are evident in the
final flavour - phenols, esters, lactones,
aldehydes some sulfur and nitrogencontaining compounds.
But the cask is where the really
interesting stuff happens - with the
maturation process finely tuned to each
individual whisky. "When you mature a
Scotch, youre trying to balance the spirit
character with the maturation character,"
says Eaton. Some may be matured for
eight years, but most of the very smoky
malts are matured for 12 to 16 years because it takes longer to get the balance
right."
Most casks are made of American
white oak, and have already been used once
to make bourbon. "The American bourbon
industry uses new casks every time, so its a
cheap and efficient way to buy them,"says
Eaton. Bourbon-making is also a good
pre-treatment for the casks. White oak
contains a lot of vanillin - the compound
responsible for the sweet, vanilla note that
is a signature of bourbon. Making bourbon
extracts a lot of the vanillin from the casks,
and only then are they ready for Scotch.
All casks must be less than 700 litre

capacity, because much of the maturation
chemistry depends on good contact
with the wood. Three types of reaction
happen in the cask - additive, subtractive
and interactive. In subtractive reactions,
compounds are lost through the timber including the pungent sulfur compounds,
such as dimethyl sulfide.
And as oxygen diffuses into the cask,
reactions take place between the molecules
in the spirit, and between the spirit and
the wood. Alcohols and aldehydes are
oxidised, and acids react with ethanol to
form esters - which are some of the most
aromatic of whisky flavour compounds.
The casks are often fired to char
the inside. The resulting layer of active
carbon on the inner surface removes some
unwanted compounds, and charring starts
the breakdown of lignin in the wood.
"Lignin undergoes whats been termed
ethanolysis," says John Piggott from the
University of Strathclyde. "Ethanol reacts
with the lignin to break it down into some
of the important flavour compounds,
such as aromatic aldehydes." Piggott has
compared charred with uncharred oak in
the maturation of Scotch malt whisky,
and found that charring increased the
production of whisky lactones (cis - and
trans -methyloctalactone) - fruity flavour
compounds often described as smelling
like coconut.2
And its maturation in timber casks
that gives the whisky its golden colour.
Melanoidins - from the breakdown of
cellulose - help to brown the spirit. And
some distilleries use old sherry or rum
casks, which also darken the whisky, as
well as contributing to its flavour. The
only additive allowed, apart from water, is
caramel, which can be added to bring the
whisky to a standard colour.
Smoky notes
Not all distilleries smoke their malt but some, including Laphroaig, Ardbeg
and Lagavulin, all on the Scottish island
of Islay, are famous for it. Its a practice
derived from the days when people would
dry out their malted barley over a peatfuelled fire, simply because peat was an
easily and locally accessible fuel. Phenolic
compounds transfered from the peat give
these whiskies their signature smoky
flavour.
51
But even peat chemistry is complex.

Barry Harrison, a distillation researcher
at the SWRI, has studied different peats
and found that the chemical composition
of a peat bog depends on its geographical
location. So I tried to find out if we could
match that to chemical fingerprint of the
spirit, says Harrison.
He dug peat samples from six locations
across Scotland - three of which were peat
bogs on Islay. "I smoked malt in the fume
cupboard in a lab, then distilled my own
spirit with it." Harrison used a combination
of analytical techniques to study his peat
samples and smoked malt, and even
volunteer nosers to test his lab-made spirit.
He found not only that peat from
different bogs could be distinguished by its
chemical fingerprint, but that the chemical
fingerprint of a bog was still distinguishable
in the final spirit. Its just one example of
a practice steeped in tradition that plays a
part in the mysterious chemistry of malt
whisky.4
wheels" to assess the complex mixture of

compounds that make up each individual
whisky
Once a whisky has matured, it is
blended and diluted for bottling - cask
strength whisky can be more than 60%
ethanol, and the final bottled spirit is 40%.
Each distillery has a master blender - a
person able to detect hundreds of flavour
compounds by nose alone. This is still a
talent no piece of analytical equipment can
match, and everyone interviewed for a job
at the SWRI is asked to take a smelling test
to see if they could join the institutes panel
of 19 nosers.
Single malts are usually blended from
several casks - all from the same distillery
- to establish just the right flavour. The age
on the bottle indicates the youngest whisky
in that blend.
Eaton says the belief that single malt
whiskies are far superior to what we
commonly refer to as blended whiskies
is something of a misconception. "From
around 1890 to the 1960s everyone drank
blended whisky," says Eaton. The late
1800s are significant because an aphidrelated pest called phylloxera, accidently
imported from America, had wiped out the
grapevines across France and the rest of
Europe.
"People in the UK who drank brandy
couldnt get it, so they looked to Scotland
where they were making this very fiery
spirit called malt whisky. This was too
strong for most people, so they started
making grain whisky - distilled from a
mixture of whole grain cereals, usually
wheat or maize, and the malted barley that

produces the necessary enzymes.
"Grain whisky is distilled to a higher
alcoholic strength, and it is blander.
By blending the grain whisky with the
malt whisky, they made a spirit that
was acceptable for the would-be brandy
drinkers in the UK to have as an afterdinner drink. So people started drinking
blended whisky."
It was only when the first single malt
was marketed by Glenfiddich in the 1960s
that single malts became more widely
available. And today they represent about
5 per cent of the whisky market.
"In a single malt you get a narrow band
of flavour - peaty, waxy, meaty sulfur,
grassy - so if you like that flavour, you find
the malt thats to your exact taste," says
Eaton. A blender may take 35 different
malts and two to three grains, and blends
them to give all the different characteristics.
People think blends are cheap and nasty
and theyre not, many of them are superb."
Age is everything
The Act states that whisky is not Scotch

whisky until it has been matured for at least
three years. And that it must be matured
in Scotland. "This isnt the industry being
protectionist," says Eaton. "Its down to
the climate - its cold and damp, which
affects maturation. In the US, the ethanol
concentration in the cask goes up because
its hot and dry, here it goes down."
Whisky tasters can use "flavour
52
How to drink whisky
Just as diverse and complex are the

ways in which whisky is consumed. But
single malt purists will often tell you to add
just a little room temperature water. So is
that the right way to drink whisky?
"Its personal preference - there are no
instructions on the bottle that say "dilute
to taste", Owen points out diplomatically.
Its partly about practicality. When
were nosing the whisky, its diluted to
20% [ethanol concentration] because at
40%, after nosing a few whiskies, you
wouldnt be able to smell anything. Since
the whisky producers rely very much on
teams of nosers for their quality control
(whisky producers master blenders often
have their olfactory equipment insured for
large sums) avoiding numbing the nosers
precious noses is very important.
"With sprits, theres a magic dilution
of 17% where you have a continuous
phase of water and ethanol," adds Hughes.
"Otherwise you get some clustering
- pockets of ethanol where the more
ethanol-soluble compounds will gather."
Perhaps this is something I can
finally quantify - you need just the right
amount of water to bring the spirit to this
continuous phase. But, as always, its far
more complicated for Scotch, as Hughes
explains: "Whisky is not ethanol and water
alone. Once you start to introduce all the
other components, the simple dynamic of
ethanol and water mixtures is affected. So
its much trickier to put a critical dilution
on whisky."
Piggott has tested the influence of
dilution on the sensory impact of a whisky.
His team at Strathclyde measured the
compounds occupying the headspace
above the whisky - thats the part you
stick your nose into to take in all of those
aromatic notes. And dilution, it seems,
is not just about the oft-quoted release of
flavour compounds - it releases some but
masks others.3
"If you increase the water content, you
reduce the solubility of some long-chain
compounds - such as esters," he explains.
"You also increase the volatility of some
compounds, especially hydrophobic ones.
While phenols, for example - the smoky
compounds - are particularly water-soluble,
so youd expect to reduce the volatility of
those as you dilute. Nitrogen-containing
compounds too - theyre the roasted nut
and cereal flavours - would be reduced." So

if you like the cereal tones or that smoked
peaty aroma, drink your malt whisky neat.
And the insistence upon room
temperature water? Ice or very cold water
will reduce the volatility of many flavour
compounds - it keeps the flavour in the
liquid, so you may not get the aromas, but
youll still get the taste, says Hughes.
One guaranteed effect of dilution for
every whisky is that it diminishes the
ethanol concentration. But whether that
reliably reduces the alcoholic burn depends,
once again, on the whisky youre drinking.
"If you dilute to 20% ethanol, you reduce
the pungency, so for younger spirits that
would seem to be a good idea - to get more
out of the rest of the flavour. But something
very strange goes on as whisky matures."
Piggotts experiments have shown
some whiskies are not as pungent as
they should be given their ethanol
concentration. "If you plot the amount of
ethanol in the head space against pungency
[detected by nosing], you would normally
see a direct correlation. But we found that
some whiskies were less pungent than they
should have been - and that seemed to tie in
with maturity, which links with the popular
view that you should drink well-matured
malts neat."
"At tastings at the Scottish Malt Whisky
Society, they tend to taste cask-strength
whiskies, diluting them to taste, says

Hughes. When you add water to one it
tastes much better, but add water to another
and it might taste far worse. For example,
heavier whiskies that have strong sulfur
notes -those compounds are released when
you dilute the whisky, and most people find
them unpleasant."
Only Hughes will be drawn on the best
way to drink a whisky, and his advice is
surprisingly specific. "The master blender
at the Talisker distillery once told me 18
year old Talisker with vanilla ice cream
and pepper was the best combination," says
Hughes. "I just wonder how on Earth they
found that out."
"Blue cheese or chocolate often go well
with whisky," says Owen. "But its entirely
down to personal taste. In China its often
mixed with green tea. In Spain many people
drink it with a mixer, like cola."
And according to one well-known
Scottish joke, thats actually the only way
to drink the stuff - cola, that is.
References
1 The Scotch Whisky Act 2 J M
Conner, A Paterson and J R Piggott, J.
Sci. Food and Agric., 2006, 62, 169 (DOI:
10.1002/jsfa.2740620210) 3 J M Conner,
A Paterson and J R Piggott, J. Sci. Food
Agric., 1999, 79, 1015 4 B Harrison et al,
J. Inst. Brew., 2006, 112, 333
BY VICTORIA GILL
53
technical trove
The Potts Brewery invests in

new inspection technology
Improved empty-bottle and rubber seal inspection for swing-stopper bottles
he Potts Brewery in Oelde,

Westphalia, is synonymous with
swing-stopper bottles and also
demonstrates this expertise when it comes
to contract-bottling for beer and beerbased mixed drinks. In order to upgrade the
quality of its products still further, Potts has
now invested in a new Linatronic emptybottle inspector from Krones combined
with a ModulCheck rubber seal monitor,
both of which have been integrated into the
existing Krones bottling line. Numerous
advantages of this improved inspection
unit contribute towards ensuring that
the brewerys 24,000-bph filling line for
swing-stopper bottles is now way ahead
of its time. The line is run in two-shift
operation throughout, and is used both for
filling the brewerys own beer specialties
and for contract-bottling.
Rubber seal inspection by a

ModulCheck
Potts placed an order with Krones for

a new ModulCheck rubber seal monitor
and for a Linatronic 735 empty-bottle

inspector. The upstream ModulCheck
verifies the presence and correct colour
of the rubber seals on the swing-stopper
bottles porcelain heads; it can do this for
all positions of the rubber seal. Moreover,
the unit detects soiling, faded rubber seals,
and any labels/label residues still adhering
to the swing.
The new ModulCheck offers numerous
advantages: it does not touch the bottles, and
can also be relied upon to detect soiling in
the area of the porcelain head. Whats more,
it doesnt consume any wear parts, and can
easily be matched to a new variant at changeovers. In addition to the basic ModulCheck
unit, further system components have
been integrated: to start with, an infeed
worm which leads the bottles through the
machine in single-lane transport, followed
by a container-contour detector working
with a camera, plus a pusher for rejecting
non-conforming containers.
Impeccable monitoring and
upgraded quality
The latest model of the Linatronic 735

contains a variety of modules like base
inspection, sealing-surface inspection,
side-wall inspection or lateral-neck-finish
inspection. When inspecting swingstopper bottles, the Linatronic also takes a
long hard look at the stopper itself: if the
clamp-type lower part of the swing-stopper
and the porcelain head are on different
sides of the neck area, a four-mega-pixel
neck-finish camera can be relied upon to
detect this fault, and to check the sealing
surface as well.
For Managing Director Jrg Pott,
this investment is a contribution towards
safeguarding the brewerys future: Were
happy that Krones has dealt with the
topic of rubber seal inspection in-house.
Were anticipating impeccable inspection
routines and enhanced quality levels for
our filled swing-stopper bottles and
were definitely sure that well achieve
these aims as well.
54
Encompassing EvEnts
Aspri Spirits with Gruppo Campari

recreates Studio 54s vibe in Mumbai
Jackie Matai, Co Founder, Aspri Spirits, Brad Timbrell Regional Director Asia, Campari Asia Pacific,
Franco Peroni MD Asia Pacific, Campari Australia Pty, Ashutosh Rajput Country Manager India Sub,
Campari India, Arun Kumar, Co Founder, Aspri Spirits
spri Spirits hosted a retro style

evening at Mumbais trendy
Shiro where retro music and
cocktails kept flowing.
Mr. Franco Peroni, Managing Director
Asia Pacific, Gruppo Campari graced the
evening and interacted with the guests
who enjoyed the delectable cocktails of
Campari and Skyy Vodka. The theme,
SKYY SESSIONs 54 was set to revisit
and create the vibe at the Renowned
Studio 54 in New York from (19771979). The video display was synced to
the music being played by the resident DJ
and the visuals on LED Wall, recreated the
experience of the legendary Studio 54.
Some of the well known personalities
present were Keith Sequeira, Vikram
Raizada, Kishan Mulchandani, Divya
Palat & Aditya Haithyari, Chef Rakhee
Vaswani, Celebrity photographer Jitu
Savlani, Designer Eshaa Amin, MTV

Actor Ayesha Adlakha, Founder of
Platinum World Group Sushil Wadhwa,
Founder of FBAI Sameer Malkani among
others. The bartenders mixed eclectic
cocktails like SKYY Holy Bull, SKYY
Cosmopolitan, SKYY Bloody Mary,
SKYY Apple Cinnamon Martini, SKYY
Espresso Martini, SKYY Caprioshka,
Screw Driver, Billionaire, Americano,
Negroni, Campari Fresh, and Campari
Mojito.
Gracing the occasion and enjoying the
evening Mr. Franco Peroni said, What
a fun night!!! I love music from the 70s
and 80s and the DJ is doing a fantastic job
behind the console. It is great to see our
brands enjoyed by all these distinguished
guests and in such a vibrant context. The
SKYY Vodka brand as well as Campari
are growing fast around Asia and in India.
There is an encouraging trend for cocktail

interest worldwide and we have exciting
plans that we will implement on the Indian
market in order to favour the awareness of
our brands. With our partner Aspri, we
also intend to launch other brands from
Gruppo Campari like Aperol and Glen
Grant Single Malt Whisky. Aperol is an
Italian Aperitif that is booming around
the world thanks to its signature cocktail,
the Spritz. I am certain that the Indian
consumers will enjoy these products as
well.
Mr. Jackie Matai, Co-Founder, Aspri
Spirits said, Its indeed a pleasure to have
Mr. Franco Peroni here. The products of
Gruppo Campari are well renowned and
have established their presence and equity
well in India and are looking forward to
introducing other iconic brands of the
company in India in the near future.!
55
Encompassing EvEnts
The Spark and Spirit of

McLaren-Honda with Chandon
handon
India
unveiled
a
spectacular
installation
of
the Pit Stop to celebrate its
partnership with McLaren-Honda. Mr.
Rmi Coubronne Managing Director
Marketing and Sales of Chandon
Worldwide and Bollywood style-icon
Kangana Ranaut revealed the magnificent
re-imagination of the McLaren-Honda car
at the gala event hosted in the atrium of the
luxurious Palladium Mumbai.
The installation is a part of the
promotional activities of Chandon India
in time for the Singapore Grand Prix, 16th
18th September 2016; where the world
will witness the only Night Race during
the Formula1 season.
The installation is created with a
unique made to scale car placed inside
a replica of a pit stop. The entire unit of
18L x 10B x 8H, was video mapped with

3D visuals that echo the spark of passion,
openness and conquering spirit shared by
Chandon and McLaren-Honda.
Mr. Coubronne addressed the crowd
by saying, Chandon and McLaren Honda
have very strong common values such
as the spirit of conquest, the search for
excellence, the passion to innovate and
attention to details. Knowing the strong
base of fans in India, we decided to bring
some of the magic of this world by
creating this piece of craft here in the most
luxurious atmosphere of the Palladium
Mumbai. Enjoy the spark and start the
night, sant !
The after party continued at Asilo, one
of Indias most luxurious alfresco, rooftop
destinations with a breath-taking view
of Mumbais skyline. Kalki Koechlin,
Sophia Sinha,
Senior Manager Marketing,
Chandon India and
Mr. Remi Coubronne,
Managing Director
Marketing and Sales,
Chandon
Malaika Arora Khan, Rahul Khanna,

Sarah Jane Dias, Mozez Singh amongst
others were seen having a great time with
The Party Starter.
The Chandon X McLaren Pit Stop
installation will be on display until
11th September 2016, for Chandon and
McLaren-Honda fans in the city.!
When Old Monk set the people in Lively Mood
very exciting promotion of Old

Monk Rum was done at Tivoli
Gardens, Mehrauli, New Delhi on
August 8.
The Theme of the Party was all
Generations must enjoy what Life is. The
organizer of the party C.B. Srivastava who
has joined VC Trading for distributing
products of Mohan Meakin Ltd shared is
mantra, Live your Life as an exclamation,
not an explanation and we must enjoy life
every day and everywhere.
In a very vibrant setting, a gathering
of approximately 175 people of all
generations enjoyed the Party with Old
Monk White Rum and Old Monk Black
Rum cocktails. The guests had a chance to
enjoy all the brands of Mohan Meakins and
there was a great liking and appreciation of
all the brands.
The Party was attended by VC Trading
owners Har Prasad Jaiswal and Kulbhushan
Arora along with younger generations of
entrepreneurs like Vikas Jaiswal and Viraj
Arora among other industry people.
With music wafting in the air and
CB Srivastava & MS Rawat with Old Monk THE LEGEND
delectable food being served, the party

galore went on till late and guests enjoyed
the function with their families, enjoying
drinks of their choice.
With 37 years rich experience in the
liquor industry, CB Srivastava has many
achievements to his credit. As Divisional
Vice President of United Spirits Limited,
he was at the helm of driving key marketing
and sales initiatives for Diageo and USL.
At Rock and Storm also, he was a vital
constituent of the strategies that scripted the
remarkable feat of the companys Dennis
whisky becoming a millionaire brand from
a mere 37000 cases in just 12 months. He
Mr Har Prasad Jaiswal & Mr. KB Arora owners

of VC Trading
joined VC Trading for distributing products

of Mohan Meakin Ltd.
Srivastava through VCT will be
marketing Mohan Meakin brands in
Punjab, Chandigarh, Uttarkhand, and
Delhi. The companys operations are
run and managed by young hands Vikas
Jaiswal and Viraj Arora, both aged just 30,
who owns the most prestigious IMFL and
IFL vends in Delhi, UP, Rajasthan, MP,
Chhattisgarh and Maharashtra apart from
chains of restaurants in Delhi and hotels in
other Cities.
Srivastava is very confident of taking
MML Brands to new heights and successes.
56
Encompassing EvEnts
ABSOLuT COLOurS CreATeS

A pLATFOrM FOr CreATive
SeLF-expreSSiOn
Taco Bells new avatar

redefines the Fast Food
experience
he worlds largest Mexican-style fast food chain announced

the exciting opening of an all new Taco Bell at Epicuria
Nehru Place, the 9th restaurant in the country. The new
location redefines the fast food experience and transcends quickservice restaurants with an edgy new interior, a unique twist to
alcoholic drinks, and a customisable menu made to order.
AnkushTuli, Managing Director, Taco Bell India said We are
delighted to bring the all new Taco Bell to India, with its unique
positioning of Mexican-inspired food experiences at unbelievable
value. We invite Delhi to come and experience our restaurant at
Nehru Place Epicuria that expresses the brand like never before.
Our freshly prepared food that you can now customise, alcoholic
beverages with a twist and exciting dcor makes for a fun place to
hang out.
While youre here, youll be able to hang out with your friends
in the redesigned dining room featuring retro dining chairs with
benches made from reclaimed mango wood, a sea freight container
with private seating within and a DJ console above for hosting
awesome aspiring local musicians. You could enjoy a cold beer,
Twisted Freeze a unique offering with choice of rum, vodka and
tequila in a frozen margarita format or first ever Hard Shakes boozy vanilla ice-cream shakes with Jack Daniels, Jgermeister
and Vodka Kahlua while admiring the unique graffiti wall designed
by local Delhi artist Hanif Kureshi.
And if you get hungry, you now have the choice to customise your
tacos and burritos prepared from in-house fresh-cut vegetables. You
can pick your product, choose your filling, spice it up with the heat
level you desire featuring Taco Bells three signature sauces and finish
it off with Guacamole and Sour Cream on the side. The menu items,
now served in open plating that elevate Instagram game; include
Taco Bells internationally renowned classics like Crunchy Tacos
Supreme, Burritos, and Chalupas, as well as the Tikka Masala Burrito
developed especially for India. Also, it has got a few exclusives- the
Naked Burrito, new shareable platters and a delish dessert, Chocolate
Caramel Tostadas with Vanilla Ice-cream.
n a unique setting of events, ABSOLUT, the worlds most

iconic vodka recently launched its globally acclaimed
ABSOLUT COLORS in India. True to its legacy of launching
pioneering and creatively different renditions of its traditional
packaging, the limited edition ABSOLUT COLORS has been
dressed in the colours of the famous pride flag made in 1977 as a
message of solidarity, love and respect for diversity.
For a brand which resonates creative collaboration and
promotes art and creativity, artists from Indias LGBT community
came together to creatively represent the expressions associated
with each of the six colours of the pride flag. In line with this, the
event showcased a multimedia exhibit with a premiere of a film,
a book reading, display of selected artworks by artists addressing
queer issues, and a stand-up comedy. Excited about the launch of
the iconic Absolut Colors, Sumeet Lamba, Executive Director,
Pernod Ricard India said, ABSOLUT
has always supported elevation of
creativity and self-expression and
encouraged people to be who they are.
Through collaboration with various
artists, Absolut celebrates creativity
and diversity which go hand in hand.
The launch of ABSOLUT COLORS
is a testament to this belief and we are
extremely proud of it. Each colour
on the new ABSOLUT COLORS
bottle stands for an expression which
was also brought alive at the launch
event by the six artists Parmesh
Shahani, Jeff Roy, Aunsha Yadav, Sanaya Ardeshir, Sharmistha
Ray and Anuvab Pal. While the colour RED denotes Life and
Sexuality, ORANGE is symbolic of Healing and Friendship;
the colour YELLOW on the bottle stands for Vitality and Energy
and GREEN depicts Serenity and Nature. The expressions of
Harmony and Artistry have been symbolised through the color
BLUE and PURPLE stands for Spirit and Gratitude.
Set amidst a display of artworks by international visual
artist, Sharmistha Ray, the event began with a premiere of
Dancing Queens: Its All About Family, a documentary on Indias
transgender (hijra) community by Jeff Roy. This was followed
by a book reading session by the famous Parmesh Shahani,
author of Gay Bombay: Globalization, Love and (Be)Longing in
Contemporary India. His book defines how internet technologies,
audiences and broader socio-historical contexts shape gay identity
in contemporary urban India.
A light-hearted and lively performance by renowned standup
comedian Anuvab Pal completed the memorable launch of
ABSOLUT COLORS in India. Absolut Colors is priced the same
as Absolut Flavors in India and has now hit shelves in Delhi,
Mumbai, Haryana, Goa and Karnataka.!
57
Encompassing EvEnts
Success on the cards at Cannes as

TFWA product Showcase opens
W
ith exhibitor figures for this
years TFWA World Exhibition
& Conference at record levels,
the 2016 event is shaping up to be one of
the best ever.
A total of 473 exhibitors, representing
the industrys most prestigious established
brands as well as exciting new and on-trend
brands, have already registered to take part
in this years event. Of these, 58 are new or
returning after a short absence, compared
with 48 in 2015. The elegant yachts of
the Harbour Village always add much to
the atmosphere of Cannes and provide
an excellent means of adding welcome
additional space for the event. This year,
ten of these beautiful vessels moored
in the marina will be chartered for the
week of the event. Sisley, Beam Suntory,
Benefit, Elizabeth Arden, Heineken and
Moroccanoil will all be offering harbourside hospitality to visitors.
Not only are there more exhibitors, the
exhibition will also occupy more space.
This year the Beach Village will feature not
one, but two marquees. Helping exhibitors
maximise their impact at the exhibition,
the TFWA Product Showcase is now open
at www.tfwaproductshowcase.com. This
free online service allows exhibitors to
profile and promote their products, and
has become a well-established essential
resource for journalists as well as visitors
to the exhibition looking for the latest
information.
There is also Plenty of time to chill with
fun-filled social programme at Cannes.
Many of the most important conversations
in business take place over a glass or on
the golf course, and at this years TFWA
World Exhibition & Conference there
will be plenty of opportunities to meet
new friends and cement more established
business relationships.
Alongside the more formal networking
that will take place on the stands and in
the meeting rooms, the addition of even
more highly entertaining networking and
sporting events means there is no shortage
of chances to mix and mingle with people

from all corners of the duty free and travel
retail industry.
The opening cocktail party at Cannes
prestigious Carlton Hotel on Sunday
night is a not-to-be-missed diary date.
The climax of this elegant event will be
a stunning firework display over the sea,
courtesy of the City of Cannes. For those
who like their networking more chilled,
delegates favourite Cannes nightspot, The
Scene, will have a breath-taking new beach
location. The grand finale of the busy week
will be Le Premium Evening on Thursday,
where delegates will be able to savour
exquisite cuisine prepared by Michelin
starred chef Stphanie Le Quellec, while
enjoying a spectacular dance programme
from Cubas Ballet Revolucin.
Whether delegates prefer their leisure
adrenaline-fuelled or would rather
something a little more laid-back, on
Sunday morning theres a wealth of choice
of activities to get them in the right frame

of mind for the busy week ahead.
An exciting addition to the leisure
programme is a regatta, sponsored by
Paul & Shark. This team contest will see
participants competing to sail the Bay of
Cannes aboard professionally skippered
dinghies. Another new feature on the leisure
programme is a yoga class overlooking the
ocean. Sponsored by Rituals, this relaxing
session will be a great way to refresh mind,
body and spirit.
Both now firm fixtures on the Cannes
calendar, the golf tournament, organised
by Gebr. Heinemann and Este Lauder on
Sunday, and the very popular ptanque
competition, sponsored by Haribo, will
make a welcome return. And once again, the
charity run will see delegates taking to the
pavements of La Croisette to jog (or walk!)
while raising money for TFWA Care.
People like doing business with
people they like, says TFWA vice
president, marketing Carla Guiducci. The
TFWA World Exhibition & Conference
will provide plenty of occasions to
strengthen the business relationships that
are the bedrock of long-term prosperity.
Pre-registration has now been extended
and will be open until the later date of 14th
September. Those who have not registered
by this time will still be able to register
when they arrive on site at the exhibition
venue.
58
Product Pronouncement
he St Regis Macao is offering

guests to savour the taste of their
version of the Bloody Mary - Maria
Do Leste (Mary of the East). Crafted
with inspiration from the rich heritage
and diversity of the city in mind, with
simply a taste of our Macanese version
of the signature St. Regis Bloody Mary,
you will be able to experience a unique
blend of culture and excitement of the
city. The Bloody Mary has been a part
of the St. Regis history since 1934 when
bartender Fernand Petiot introduced the
Red Snapper, which was soon to be
known as the Bloody Mary, at the King
Cole Bar in The St. Regis New York. The
famed cocktail was created when Serge
Obolensky, a well-known man about town
whose penchant for vodka was in keeping
with his aristocratic Russian background,
asked Petiot to make the vodka cocktail he
had in Paris.
Today, the Bloody Mary remains
the signature cocktail of the St. Regis
brand, with each hotel crafting its own
interpretation of the libation world
celebrates the regional influences of the
original recipe, prepared with freshest
homemade mixes, saluting tradition with
its own unique twist that is locally inspired.
From the Shogun Mary of Osaka, fused
with Spicy wasabi, fresh yuzu fruit and dry
gin, to Romes very own Mediterranean
inspired Mary Terranean, the St. Regis
Bloody Mary never fails to steal the show.
Maria Do Leste, The St. Regis Macao's
interpretation of the iconic Bloody Mary,
was distinctly crafted with inspiration from
the rich heritage and diversity of the city.
Based on the original mix of vodka
and tomato juice, a synergy of ingredients
indigenous to the many shores the
Portuguese ships landed on come together
to create a cocktail that is fresh, smoky,
spicy and rich in texture. The perfect
The St. Regis, Macaos very own BLOODY

MARY Maria Do Leste, Mary of the east
combination of the seductive hints of

Oriental flavors, along with the robust
Iberian components gathered from across
the seven seas is created. You will be
able to taste the chourico (sausage) from
Portugal, pink peppercorn and limes from
Brazil, Piri Piri from Africa, Cinnamon
and paprika from India, Lobster and sea
salt from the seas, and even a hint of egg
tart, black vinegar and black peppercorn
from China.
The glass rim is covered in salt &
adorned with a skewered celery leave,
cherry tomato, lime wedge and triplet
slices of a slightly roasted red bell pepper
julienned. The Macau exclusive blend is
accentuated with two celery sticks, a lime
wedge and a warm lobster egg tart, a must
try for every guest in Macau. You may also
interestingly find sauted chourio that has
been carefully cooked over medium fire
and olive oil, releasing its natural juices
and providing a crisp and savoury twist
to this otherwise sweet, smoky & spicy
concoction.
The Maria Do Leste is also adorned
with a miniature bottle of premium vodka,
a miniature tabasco and a mlange of sea

salt and crushed pink peppercorns to the
left, a unique presentation that guests can
find no where else in the world.
Overall, the intent of Maria do Leste
and its presentation is to evoke the rich
heritage of Macau, its roots around the
world and present them in a way that is
both seductive and thought-provoking
thus allowing conversations to be had
with guests around our signature cocktail
& ritual above and beyond it being
the first Bloody Mary to be presented
deconstructed.
As Abraham Colon, celebrated
Portuguese Chef states Macau, a
place where many different cultures came
together and shared their languages, food
and traditions. Macanese cuisine takes
on origin from the Portuguese, Chinese,
and even Indian, Goan, Malay and
Japanese. Today, the various influences in
Macau are evident in the local delicacies,
the architecture and the overall way of
life in this entertainment city. It is the
intention then, for our cocktail to include
the rich past of Macau and represent it in
our modern interpretation of the signature
Bloody Mary, thus exemplifying at our
address, that Legacy is the Future.
Paul Cunningham, General Manager of
The St. Regis Macao is excited to bring the
classic St. Regis cocktail with a Macanese
twist to guests in the region and all over
the world. We believe that The St. Regis
Macao will offer guests a differentiated
experience in Macau. Our specially crafted
menus and Maria Do Leste Cocktail will
add to our guest unforgettable stay at our
address.
Aspri Spirits adds Patrn XO Cafe Incendio to its portfolio

atrn XO Cafe Incendio combines the spicy, distinctive flavour of Mexican arbol chile with the rich,
decadent essence of Criollo chocolate, brought together with the crisp, smooth taste of Patrn Silver
tequila. Patrn XO Cafe Incendio is an intense, fiery hot chile chocolate liqueur handcrafted with the
same attention to quality as ultra-premium Patrn tequilas and Patrn XO Cafe coffee liqueurs. It is available
in 750ml size and packaged in the eye-catching handmade Patrn XO Cafe glass bottle, a frosted version of the
iconic cork-closed Patrn tequila bottle. The red, yellow and black label features imagery evocative of smoke
and fire. Best served either chilled over ice, or used to add a spicy kick to your cocktails.
Price: Mumbai `7495
59
product pronouncement
JACK DANIELS LAUNCHES VIRTUAL

REALITY DISTILLERY TOUR IN INDIA
For those who cannot visit the Jack Daniel. distillery in Tennessee a virtual reality
version is now available.
ack Daniels has announced that

it has launched a fully immersive
360-degree virtual reality (VR)
experience of its famed distillery in
Lynchburg, Tennessee in India. First
launched in the US in July earlier this
year, the experience artfully displays the
timeless craftsmanship of America's first
registered distillery, which was setup by
Jasper Jack Daniel in 1866, exactly 150
years ago. Even today, this distillery in the
quiet town of Lynchburg still produces
every single drop of the worlds Jack
Daniels.
The
technology
takes
fans
through sensory rich locations in the
distillery; from the rick yard, where sugar
maple ricks are burnt down for use in the
whiskeys charcoal mellowing process, to
the summit of the barrel house with master
distiller Jeff Arnett, providing a vital
tool to give consumers in India a better

perspective of the craft that goes into
making Jack Daniels.
Co-directed by The Mills Bowe King
and Rama Allen, the experience was
produced to digitally manifest the
brands mantra: Every day we make it,
well make it the best we can.
We all have our anniversaries. They
allow us to honour the important events
in our lives and to ensure the lessons
of the past are not forgotten," said Jeff
Arnett, Jack Daniels Master Distiller.
This new technology is a way for us to
celebrate the Jack Daniel Distillery with
fans everywhere and bring them closer to
Lynchburg.
The 360 degree video experience will
allow Jack Daniels consumers a chance to
visit the rick yard, see the cave spring
hollow and feel as though they are right
there in Lynchburg where each batch

of Jack Daniels Tennessee Whiskey is
crafted, and has been for 150 years, he
added.
Friends of Jack in India can
experience the tour through YouTube
360 and Facebook 360 versions. The
Gear VR Goggles will be available for
consumers at special Jack Daniels events
and activations through the year.
JIM BEAM UNVEILS GROUNDBREAKING

"DRINKABLE WEARABLE," APPLE WATCH
echnology fans all over the

world woke up this morning
anticipating
some
truly
revolutionary technology news, and Jim
Beam, the world's No. 1 Bourbon, provided
it by sharing its latest innovation: the Jim
Beam Apple Watch.
A preview of the first generation Jim
Beam Apple Watch, the world's most
innovative "drinkable wearable" can be
viewed on YouTube. It's a slick, stylish
accessory that conveniently packs a 1.5 oz. shot glass right on your
wrist, allowing you to connect with friends over refreshing shots
rather than refreshed newsfeeds.
Each Jim Beam Apple Watch is aged in a rackhouse at the Jim
Beam American Stillhouse in Clermont, Ky., alongside barrels
of bourbon. The watch's streamlined interface opens and closes
manually on demand. And, while it doesn't tell time, it does save
time, eliminating the need for a last-minute shot

glass search.
"Critics may ask, 'What good is a watch that
can't tell time?' " said Fred Noe, Jim Beam's 7th
Generation Master Distiller. "We actually think
we've created a watch that helps you make time.
Who doesn't want to make time for friends,
family and a refreshing Jim Beam Apple shot or
cocktail?" Released in 2015, Jim Beam Apple
has quickly become one of the most successful
line extensions in the seven generation history of
Jim Beam, delivering refreshingly crisp cocktails in record numbers
to bourbon drinkers, bartenders and now, Jim Beam Apple Watch
users. For a limited time only, the Jim Beam Apple Watch will be
available for pre-order at: www.JimBeamAppleWatch.com while
supplies last. Priced the same as the suggested retail price of a
delicious 750mL bottle of refreshing Jim Beam Apple, the Jim Beam
Apple Watch costs just $17.99.
60
Product Pronouncement
Grover Zampa Vineyards unveiled the new look of La Rserve
ndias premium wine maker, Grover Zampa Vineyards

unveiled the new look of its signature wine La Rserve and
introduced their unique new offering La Reserve Barbeques
through a spectacular celebration held in collaboration with JW
Marriott New Delhi Aerocity. The evening offered the attendees
a unique pairing of award winning wine La Reserve with
delectable barbeque delicacies. The first vintage of La Rserve
was released in 1998, a brainchild of Grover Zampa Vineyards and
worldsfinestnologue,MichelRolland.Thenewlookrepresents
the age old tradition and reverence, international standards of
quality,finesse,sophistication,eleganceandmaturity.
Speaking about the launch of this unique experience, Sumedh
Mandla, CEO, Grover Zampa Vineyards said, Over the last
18 years, La Reserve has charmed the world with its class and
elegance. Introducing a new look for our signature wine La Reserve
is a part of our strategy to stay relevant to the changing times and
adapt ourselves as per the evolving consumer behaviour. We are
also introducing a unique concept - La Rserve Barbeques today,
to provide an experience to wine connoisseurs and enthusiasts
while making them discover the pleasure of pairing the La Rserve
range with barbeque delicacies.
JW Marriott New Delhi Aerocity and Grover Zampa Vineyards
are committed to offer unique experiences to its customers and
this collaboration is one such step in this direction. A well-crafted
barbeque menu by our Chef pairs well with La Reserve Barbeque,
creating everlasting memories of this epicurean feast, said Ankur
Chawla, Director of Beverages, JW Marriott New Delhi Aerocity.
The wine La Rserve, widely regarded as the best Rserve in
India, has won over 9 awards across Asia, UK, Europe, USA and
North America in the last 3 years. La Rserve has not only won
the hearts of patrons across, but received many honours across
platforms including Bronze & Silver medals at Decanter awards,
Bronze medal at New York World Wine & Spirits competition, etc.
La Reserve is greatly enjoyed by epicureans in the most exclusive
and prestigious restaurants in over 20 countries, it was also the
firstIndianwinetohavemadeittothetableofa3Michelin-star
restaurant. The wine was selected in the menu by LArpge in
Paris, one of the most esteemed restaurants in the world. Steven
Spurrier, renowned wine expert from the famous English wine
magazine Decanter rated La Rserve as the Best New World Wine
during a tasting in Germany in August 2005.
Amrut Distilleries Releases Indias Oldest & Most Coveted

Single Malt Whisky Amrut Greedy Angels 12 Year Old
mrut Distilleries, India, known

for their popular range of Single
Malt whiskies, which include
Amrut
Fusion, Amrut Portonova and
the Amrut Spectrum, have launched 100
bottles of the 'Greedy Angels - Chairman's
Reserve' 12 years old. This whisky is the
first12YOsinglemalttobeproducedfrom
India and is priced at circa 1000 US Dollars.
Amrut Distilleries (P) Ltd., Bangalore is
a boutique distillery known for their award
winning single malt whiskies. Amrut
recently concluded 12 years of presence in
the international markets and have launched
the Amrut Greedy Angels Single Malt
Whisky - 12 years old to commemorate this
occasion. The distillery had launched their
malts in 2004 in Glasgow, Scotland by N.R.
Jagdale, the Managing Director through his
son Rakshit & his friend Ashok and now

the malts bear unmistakable shelf presence
across 42 countries. The brand peaked in the
limelight in 2010 when acclaimed whisky
writer, Jim Murray rated the A m r u t
Fusion with 97/100 points voting it the 3rd
finestwhisky
in the worldputting
behind over 4000 whiskies from brands
across the world. Amrut is also the only
Indian whisky to feature in Ian Buxtons
101 whiskies to try before you die.
Their latest and the most exclusive
whisky so far, the 'Greedy Angels
Chairman'sReserve12yearsold'isthefirst
12 year old single malt to ever come out
of India and is also India's most expensive
whisky so far. Given the high temperatures
and humidity in India the loss of whisky
during maturation is close to 10-12%
in comparison to Scotland's 1-2%. This

makes ageing of these malts a very tricky
affair and the quantity left for bottling quite
meager compared to
what
was
started off with. A total of 100 bottles of
these exquisite bottles are available and
sailing to Europe & the United States of
America. The specially designed package
consists of a 750 ml crystal decanter
bottled at 60% ABV with the name
engraved in Gold ink. The package also
consists of a two custom Greedy Angels
engraved Glencairn tasting glasses.
61
Wining and dining
Tease Bar
Distinctive elixirs, gyrating music anD mouth-watering eats in a vibrant

setting come together to proviDe a spiriteD experience like no other!
ts all about being fresh, healthy, tasty

and colourful in the glass, at one of
the best lounges in Gurgaon. Stir it
up as you binge on the fresh herb, fresh
fruit, vegetable and spice based detox
cocktails that prudently replace sugar
with jaggery, honey, stevia and maple
syrup. Tease Bar by Taj Vivanta, Gurgaon,
boasts of a smooth transition through three

interconnected spaces, allowing guests
to glide through the high-energy bar to a
more intimate lounge area in an instance.
Walk out to Tease alfresco a mystifying
under the stars ambience to unwind with
your friends and folks. This is also where
seasonal Indian and western grills as
well as contemporary sizzler delights add

dimension to a drink.
Ever-exhilarating and buzzing with
life, Tease has six cocktails personally
cherry-picked
by
world
famous
mixologist Atilla Iskifoglu as a tribute
to the vivacious millennium city. Each
cocktail derives inspiration from the
62
evening away as you choose your pick

from revitalising cocktails like Bees
Knees, a unique sense-gratifying melange
created with the rare manuka honey, which
has anti-ageing and antibiotic properties,
or the GurgaonPolitan, a tribute as grand
in every dimension as this millennium
city. All this and much more lay the carpet
for the evening. Jet set as the resident
mixologist takes colour, form and style to
a different plane. And if hes in the right
mood, enjoy some flair bartending as
added revelry.
Tease is an award-winning bar and
is extremely popular among those living
and working around the hotel. The relaxed
yet refined feel of the bar creates a sense
of exclusivity and that draws our loyal
guests here ever so often. Our resident
DJ amplifies the pulse as the night draws
closer adding to the vibe. The Terrace is
the most sought-after area as the underthe-sky feel creates a magical experience
during evenings, said, Navjot Singh, Bar
Manager.
Pub Food
citys pulsating vibe. Skyscraper: Inspired

by the tall skyscrapers of the Millennium
City, Gurgaonpolitan: Inspired by the
cosmopolitan vibe of Gurgaon, Healthy
City: A detox cocktail designed for health
conscious, Back to the Future: As the
explosion of the future is yet to happen,
HUDA City Centre: The last stop on the
Yellow Line Metro and the start to the
Millennium City and Electric Avenue:
Inspired by the eclectic pulse of the city.
Keep the vibe alive and ball the
Taking cue from pub grub savoured

across different geographies, Executive
Chef Subrata Debnath brings the world
on a plate with an eclectic menu of fingerlicking favourites from England, Austria,
Spain, Ireland, USA, France and India.
From easy-to-share munchies to fuller
plates, the menu includes something for
everyone to indulge in. Bite into profound
goodness as you devour Austrian Pork
Wiener Schnitzels, English Bangers and
Mash and American Hot Buffalo Wings or
celebrate desi-ness with Charcoal-Smoked
Chicken Tikkas with sinful Blue Cheese
Naan. Dig into the decadent Irish Lamb

Pie or recreate the energy of Spanish Tapas
bars with some delicious Baked Potato
Skin and Platonic Mozzarella, informed
Inderpal Singh Bedi, F&B Manager.
Besides, Vivanta by Taj boasts of
speciality restaurant-Thai Pavilion and
multi cuisine restaurant- Latitude. Laitutde
serves up a range of flavours under the
watchful eye of executive chef. It serves
Italian and French cuisine from Europe,
the Mediterranean spread covers Morocco,
Turkey and Lebanon. While Chinese,
Japanese, Malay and Singaporean dishes
add Pan Asian excitement. Adding to the
latest innovations in the restaurant is the
open show kitchen where an earth stone
pizza oven bakes wood-flavoured pizzas.
Embark upon a gastronomical quest and
pair your grub with signature elixirs to end
your culinary journey on a happy high!
Toprit Saifi
63
TRAVEL RETAIL
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14
Martell Cordon Bleu70CL 160
FREE GIFT Chivas Extra
Martell Extra
Creation70CL(ADL)
580

Bag
20
14
Martell XO70CL
193
20

TrolleyBag (Bonded)
Buy Any 1 Get 10% or

GWP
FREE GIFT Chivas

Generic Bag
12
FREE GIFT Martell Bag
21
77
FREE GIFT TGL Premium

Bag
14
Chivas 18
Pinnifarina75CL(LE)

Bag
19
Chivas 18YO IBC75CL

Bag
14
Chivas Regal Extra

Scotch 43%100CL
54
Chivas 18YO IBC75CL
77
49
Chivas Brothers
Blend100CL
Mechanics
Buy Any 2 Get 15%

off or GWP (for
Combo with Chivas
18 get C18 20Cl +
15%/Bag)
77
23
40
Buy 1 get 20Cl free
Chivas Regal 12YO

100CL
40
Buy 2 save $10 or

GWP
FREE GIFT Chivas

Generic Bag
12

Chivas Regal 2015 Lstn
Tin100CL(LE)
100 Pipers100CL
Aberlour A'Bunadh
IBC70CL
85
18
Passport100CL
18
Kahlua100CL
24
The Glenlivet MDR100CL 53
Aberlour 12 YO Double
60
Cask70CL
75
Chivas Brothers
Blend100CL
49
Scapa Skiren Malt

70Cl70CL
68
Chivas Regal Extra

Scotch 43%100CL
54
The Glenlivet 15YO

IBC100CL(DDL)
81
Absolut India100CL (LE)
Chivas Regal 2015 Lstn

Tin100CL(LE)
40
Chivas 18
Pinnifarina75CL(LE)
77
Mumm Cordon
Rouge75CL
51
Glenmorangie
Signet75CL (LS)
23
21
22
22
19
200
Ballantines Gold
12YO100CL
37
FREE GIFT Hennessy

VSOP/XO BagBag
26
Absolut Elyx100CL
59
40
Glenmorangie 25YO75cl
(LS)
587
FREE GIFT Hennessy

VSOP/XO BagBag
26
Hennessy XO70CL
210
26
Save $20 OR Strolley

on purchase of Single
btl
Hennessy Paradis
Extra70CL
950
Buy 1 Get 5% Off
Hennessy Richard70cl
3920
Buy 1 Get 5% Off
Martell VS100CL
The Glenlivet MDR
SoleraVetted100CL
Chivas Regal 12YO

100CL
The Glenlivet MDR100CL
The Glenlivet 12YO
Can.100CL(DDL)
51
73
53
51
Cask100CL
60
The Glenlivet Founders

Reserve100CL(DL)
48
Cask100CL
Buy Any 2 Get 15%

off or GWP (for
Combo with Chivas
18 get C18 20Cl +
15%/Bag)
Absolut Vodka100CL
Malibu100CL
Beefeater100CL
FREE GIFT Hennessy

VSOP/XO BagBag
Buy any 3 Get 1 Free
Buy Any 1 Save $15

Or Get Bag Free
Buy Any 1 Save 10%
Or Get Bag Free
66
Brand/Article
RSP
Glenmorangie Original
10YO100CL
Brand/Article
RSP
60
Moet & Chandon Brut

Imperial75CL
58
Glenmorangie
Duthac100CL (LS)
91
Moet & Chandon Brut

Imperial150CL
130
Glenmorangie Tayne
100CL
70
Moet & Chandon Rose

Imperial75CL
75
Ardbeg Uigeadail70cl
98
69
54
88
66
54
55
0.01
Moet & Chandon Rose

Vintage75CL
99
VCP Yellow Label

Brut75CL
65
VCP Yellow Label NV

Rose75CL
86
10YO100CL
60
Belvedere Pure100CL
54
54
77
Ardbeg100CL
Hennessy VS100CL
Hennessy VSOP100CL
Belvedere Intense100CL
Belvedere Pure100CL
Belvedere Cytrus100CL
FREE GIFT Belvedere
Laptop Bag
Glenmorangie 18YO75CL 143

(LS)
FREE GIFT Belvedere
Laptop Bag
0.01
Belvedere Pure100CL
54
55
66
95
Belvedre Pure W/
Cap175CL
Mechanics
Buy Any 2 Get 10%

Off Or Bag Free
Hennessy VS100CL
Save $12 OR a travel

bag free
Buy 1 Save $5
Save $12 OR Travel

bag
FREE GIFT Belvedere

Laptop Bag
0.01
66
54
26
Buy Any 4 Get Bag

Free
54
88
26
But One each of

Hennessy VS + VSOP
: Save $20 or Strolley
Belvedere Pure100CL
FREE GIFT Hennessy
VSOP/XO BagBag
Hennessy VS100CL
Hennessy VSOP100CL
FREE GIFT Hennessy
VSOP/XO BagBag
Macallan Select
Oak100CL
FREE GIFT Macallan
Hand Bag
0.01
Macallan Estate
Reserve70CL
268
Macallan Oscuro70CL
880
145
Macallan Whisky Maker's

Editn70CL
Buy 1 get $10 off
The Famous Grouse

16YSplEdt40%100CL(LE)
100
Buy 2 get $25 off
Cutty Sark 18yo

40%70CL(DL)
69
Buy 1 Get $7 Off &

Buy 2 Get $15 OFF
Highland Park
Vintage1990/199170CL
(DL)
180
Glenmorangie
Duthac100CL (LS)
91
Highland Park Leif

Eriksson70CL(DL)
102
Glenmorangie Tayne
100CL
70
Highland Park Harld

40%70CL(DL)
99
Ardbeg Uigeadail70cl
98
69
54
88
66
54
55
0.01
FREE GIFT Highland

Hand Bag
0.01
Highland Park Svein

40%100CL
50
Highland Park Einar

40%100CL
68
FREE GIFT Highland

Hand Bag
0.01
The Black Grouse Alpha

Editn70CL
48
FREE GIFT Famous Grus

Hand Bag
0.01
Belvedere Pure100CL
FREE GIFT Belvedere
Laptop Bag
Buy Any 1 Get Bag

Free
100
275
Hennessy VSOP100CL
Buy 1 Get Bag Free
The Famous Grouse

16YSplEdt40%100CL(LE)
Highland Park Loki

48.7%70CL(LE)
Hennessy VS100CL
0.01
60
Buy Any 2 Save $15

Off Or Bag Free
Buy Any 2 Get 10%

Off
FREE GIFT Macallan

Hand Bag
10YO100CL
Ardbeg100CL
Mechanics
Buy any 1 get a Bag

Free
Buy Any 1 Get Bag

Free
Buy 1 get $4, Buy 2

Get $10 OFF
67
Brand/Article
RSP
Famous Grouse Smoky

Black 40%100CL
30

Hand Bag
0.01
The Famous Grouse GR

12YO100CL
42

Hand Bag
0.01
Cutty Sark Original IND

GX2011Gift Pack 100CL
20
Cutty Sark Storm

40%Gift Pack 100CL
30
Cutty Sark Prohibition

50% GX100CL
48
FREE GIFT Cutty Sark

HeadPhone
0.01
Dalmore King Alexander

III70CL (LS)
220
Six Isles Blended

Malt70CL
48
Jura 21YO Single

Malt70CL (LS)
198
Shieldaig Speyside
Single Malt100CL
48
Jura Prophecy
SingleMaltWhisky100CL
(LS)
101
FREE GIFT Sling BagBag
32
115
FREE GIFT Dalmore

Trolley BagDalmore
Trolley Bag
0.01
Dalmore 18 YO70CL (LS)
160
120
Glengoyne Highland
SMW 18 YO70CL
FREE GIFT Duffle BagBag 38

King Robert II Deluxe
Scotch100CL
22
FREE GIFT King Robert

Backpack
King Robert II Deluxe

Scotch2X100CL
42
FREE GIFT King Robert

Backpack
Glengoyne 15YO100CL
88
80
Glengoyne 12yo cask

strength100CL
Mechanics
Buy 2 get $6 off Or

Bag free (till stock
last)
Buy 1 get a bag free
(till stock last)
Buy Any 2 get Cutty

Sark Bag
Buy 2 Get Bag Free
Buy 1 Get Bag Free
Buy 2 Get Bag Free
Buy 1 Get Bag Free
Buy 1 Get Bag Free
Brand/Article
RSP
Mechanics
160
120
Buy 1 Save $10

III70CL (LS)
220
Buy 1 Save $15
Jura 21YO Single

Malt70CL (LS)
198
Buy 1 Save $15
Jura Prophecy
(LS)
101
160
120
Dalmore Cigar
Malt100CL (LS)
Dalmore Cigar
Malt100CL (LS)
Dalmore Cigar
Malt100CL (LS)
III70CL (LS)
220
Jura 21YO Single

Malt70CL (LS)
198
Jura Prophecy
(LS)
101
FREE GIFT Dalmore

Trolley BagDalmore
Trolley Bag
0.01
FREE GIFT Duffle BagBag 38
Dalmore 15 YO100CL (LS) 96
Smokehead Extra
Rare100CL
64
The Dalmore
Valour100CL (LS)
84
Smokehead Rock
Edition100CL
82
Dalmore Highland Malt

12YO100CL (LS)
76
FREE GIFT Trolley

BagBag
50
Jura Superstition Single

Malt100CL (LS)
66
Whyte & Mackay

Special100CL
21
Jura Single Malt

10YO100CL (LS)
52
Jura Single Malt Scotch

16YO100CL (LS)
96
Jura Turas - Mara100CL

(LS)
76
FREE GIFT Dalmore

Trolley BagDalmore
Trolley Bag
0.01
Buy any 2 get a Troley

Bag Free
Buy 1 Save $10

The Dalmore
Valour100CL (LS)
84

12YO100CL (LS)
76

Malt100CL (LS)
66
Jura Single Malt

10YO100CL (LS)
52

16YO100CL (LS)
96

(LS)
76
Buy Any 2 Get 10%

off
Buy 1 Save $10
Buy 1 Save $10
Buy Any 1 Get Bag

Free and Save $15
Buy Any 1 Save $15

(If Bag NA)
Buy Any 2 Get Bag

Free and Save 10%
68
Brand/Article
RSP
Mechanics
Brand/Article
RSP
Dewars Signature75CL
The Dalmore
Valour100CL (LS)
84
Dewars Ne plus Ultra 30

YO70CL
190
500

12YO100CL (LS)
76
Aberfeldy 21YO IBC75CL 211

Malt100CL (LS)
66
Jura Single Malt

10YO100CL (LS)
52

16YO100CL (LS)
96

(LS)
76
FREE GIFT Dewars

Trolley
22
FREE GIFT Dalmore

Trolley BagDalmore
Trolley Bag
0.01
Grey Goose Original

Usg100CL
56
Grey Goose Citrus100CL
56
99
Royal Brackla 2170CL
Buy Any 2 and Save

10% (If Bag NA)
40
Dewars 15YO100CL
50
Dewars 18YO100CL
100
Aberfeldy 12YO Sp100CL 59
89
Royal Brackla 16 70CL
130
Glen Deveron
78
Glen Deveron 20
YO100CL
125
Dewars 18YO100CL
100
70
125
0.01
Otard VSOP100CL
Aberfeldy 18 YO100CL
FREE GIFT Otard Trolley
Bag
FREE GIFT Dewars
Trolley
Grey Goose
Original175CL
Grey Goose VX100CL
Grey Goose
Ducasse70CL
Buy any 2 get any 1

Trolley Bag free
16YO100CL
100
125
80
Aberfeldy 18 YO100CL
Dewar's 12yoTwin
Shoulder Bag2X100CL
Free Gift
Dewars 12YO100CL
Dewars 15YO100CL
Dewars White
Label100CL
William Lawson100CL
William Lawson13
Year100CL
12
40
50
22
19
27
FREE GIFT Grey Goose

Bag
17
Grey Goose Original

Usg100CL
56
Grey Goose Citrus100CL
56
99
Grey Goose
Ducasse70CL
12
Aberfeldy 12YO Sp100CL 59
89
Royal Brackla 16 70CL
130
Glen Deveron
78
Dewars 18YO100CL
25
Grey Goose VX100CL
Free Gift
125
Buy Any 1 Get Bag

Free
Buy Any 1 Get Bag

Free
25
FREE GIFT Grey Goose

Bag
17
Grey Goose Original

Usg100CL
56
Free Gift Grey Goose

Trolley
25
Bacardi Limon Gex100CL
21
22
22
Bacardi Cocktail
Daiquiri100CL
Bacardi Superior100CL
Bacardi Black/ Carta
Negra100CL
Buy Any 2 Get 15%

Off
25
Bacardi Oakheart100CL
25
29
FREE GIFT Bacardi
Buy 3 Get Bag Free
Buy Any 2 save 15%
21
27
Bacardi Gold / Carta

ORO100CL
Bacardi Gran Reserva
Maestro Del Ron 100CL
Buy 1 VX/Ducasse
+ GG 100cl Get a
trolley Bag free
120
100

Trolley
Bacardi Mojito100CL
Buy any 2 Grey Goose

Original /Flavours
Get GG Travel Bag
free
120
100

Trolley
Grey Goose
Original175CL
22
Glen Deveron 20
YO100CL
230
Glen Deveron 30 YO70CL 450
Aberfeldy 28 Year75CL
450
Otard XO70CL
150
FREE GIFT Otard Trolley 0.01
Bag
Dewars 12YO100CL
16YO100CL
Mechanics
Buy 2 Get Gift Free
0.01
69
Brand/Article
RSP
Bacardi 8YO100CL
40
0.01
35
46
57
FREE GIFT Bacardi

Jack Daniel'S100CL
Gentleman Jack100CL
Jack Daniels Single
Barrel75CL
Mechanics
Brand/Article
RSP
Buy 1 Get Gift Free
Teacher's
Origin100CL(DL)
44
Buy 2 Save 5%
Teacher's Highland
Cream100CL
21
Buy 2 Get 7% Off
Teacher's Highland
Cream100CL
21
FREE GIFT Teacher's

OvernightCollapsible
Auchentoshan
Springwood100CL
60
Buy Any 2 Get Bag

Free(on POS -Spend
$81 and Get Bag
Free)
Jack Daniel'S
Honey100CL
37
JD Single Barrel
Select75CL
65
FREE GIFT JD Stroller

Bag
12
Auchentoshan
Heartwood100CL
75
Jack Daniel's Sinatra

Select100CL
162
Bowmore Black Rock

100CL
70
Jack Daniel'S No.27

Gold70CL
99
Bowmore Gold
Reef100CL
62
FREE GIFT JD Stroller

Bag
12
Laphroaig 10YO100CL
(LS)
68
Russian Std Vodka

Original100CL
21
Laphroaig Quarter
Cask100CL
79
Laphroaig Select70CL
Russian Standard
Gold100CL
31
Buy 1 Save 15%
Russian Std Vodka

Platinum100CL
36
Ardmore
Triplewood100CL (LS)
60
70
Buy 1 Save 20%
60
Remy Martin Cellar

Master 16100CL
76
Auchentoshan
Springwood100CL
Buy 1 Save $4
75
Remy Martin Cellar

Master 28100CL
261
Auchentoshan
Heartwood100CL
Buy 1 Save $10
70
Cointreau 40% 100CL
37
43
37
Bowmore Black Rock

100CL
Bowmore Gold
Reef100CL
62
Laphroaig 10YO100CL
(LS)
68
Laphroaig Quarter
Cask100CL
79
60
70
Cointreau Noir70CL
Cointreau Blood
Orange70CL
Piper Heidsieck Brut
Rose Sauv75CL
69
Piper Heidsieck
Brut75CL
61
Teacher's 25YO70CL(DL)
289
Courvoisier XO70CL(DL) 160
Courvoisier VSOP100CL 68
Courvoisier VSOP100CL 68
Sauza Gold Tequila100CL 23
Sauza Silver
21
Buy 1 Get Bag

Free(on POS -Spend
$81 and Get Bag
Free)
Buy 1 Save 10%
Buy 1 Save $2
Buy 1 Save 10%

Buy 1 at $160
Buy 1 Save $25
Buy 1 get $7 off
Buy 2 Save 15
Buy Any 2 Save $3
Tequila100CL
Sauza Gold Tequila100CL 23
Buy Any 2 Save $4
Sauza Silver
Tequila100CL
21
Teacher's Highland
Cream100CL
21
Teacher's Highland
Cream100CL
21
FREE GIFT Teacher's

Buy 3 get 1 Free and

get a bag free
Teacher's Single
Malt100CL(DL)
50
Buy 1 get $5 off
Buy 3 Get 1 Free
Ardmore
FREE GIFT Generic
Overnight
Auchentoshan
Springwood100CL
60
Auchentoshan
Heartwood100CL
75
Bowmore Black Rock

100CL
70
Bowmore Gold
Reef100CL
62
Laphroaig 10YO100CL
(LS)
68
Laphroaig Quarter
Cask100CL
79
60
70
Ardmore
Mechanics
Buy 2 get 7 % off ang

get a bag free
Buy any 2 get 7% Off

& a Trolly Bag Free
70
Brand/Article
RSP
Auchentoshan
Springwood100CL
Brand/Article
RSP
60
Bunnahabhain 12Yo
Mini5CL(DL)
Buy 1 Get 1 Free
Auchentoshan
Heartwood100CL
75
The Famous Grouse

Finest5CL(DL)
Buy 1 Get 1 Free
Bowmore Black Rock

100CL
70
Cutty Sark
Original5CL(DL)
Buy 1 Get 1 Free
Bowmore Gold
Reef100CL
62
Chivas Regal 12
YO5CL(DL)
10
Buy 1 Get 1 Free
Laphroaig 10YO100CL
(LS)
68
Beefeaters Gin5CL(DL)
Buy 1 Get 1 Free
Laphroaig Quarter
Cask100CL
79
4
3
60
70
Ardmore
FREE GIFT Cabin
TrolleySoft Shell
Jim Beam Ky Dram

Exclu100CL
42
Knob Creek
Bourbon70CL
80
JB Signature Craft70CL
55
42
Jim Beam Ky Dram

Exclu100CL
Knob Creek
Bourbon70CL
80
JB Signature Craft70CL
55
1
FREE GIFT Teacher's

Glenfiddich Vintage
Cask70CL
95
Glenfiddich 25 Yr70CL
(LS)
435
Glenfiddich 18 Yo20CL
27
59
Glenfiddich Reserve
Cask20CL
22
Glenfiddich Reserve
Cask100CL
76
Glenfiddich Select
Cask20CL
20
Glenfiddich Vintage
Cask70CL
110
27
95
Glenfiddich 18YO SML

BATCH RSV70CL
William Grant's Family
Reserve100CL
William Grant's Family
Reserve100CL

& a Trolly Bag Free
27
19
19
Grants Family
Reserve5CL(DL)
Mechanics
Buy 1 Get 1 Free
Hendrick's5CL(DL)
8
10
Smirnoff Red5CL(DL)
4
Baileys Original5CL(DL) 6
Gordons Dry Gin5CL(DL) 5
J&B Rare5CL(DL)
4
JW Red Label5CL(DL)
4
Dewar's White
5
Buy 1 Get 1 Free

Buy 1 Get 1 Free
Buy 1 Get 1 Free
Buy 1 Get 1 Free
Buy 1 Get 1 Free
Buy 1 Get 1 Free
Buy 1 Get 1 Free
JW Black Label5CL(DL)
Buy 1 Get 1 Free
Label5CL(DL)
Dewar's Special Reserve

12 YO5CL(DL)
Buy 1 Get 1 Free
Bacardi Superior5CL(DL)
5
40
40
Buy 1 Get 1 Free

Buy 4 Get 15% Off
Chivas Brothers
Blend100CL
49
Buy 4 Get 20% Off
53
49
Buy 4 Get 20% Off

Signatre100CL
47
Buy 4 Get 20% Off
JW Gold Label Resv

Bullion-2100CL(LE)
70
Buy 4 Get 20% Off
JW Black Label100CL
40
40
Buy 6 Get 20% Off
Chivas Brothers
Blend100CL
49
Buy 6 Get 25% Off
53
49
Buy 6 Get 25% Off

Signatre100CL
47
Buy 6 Get 25% Off
JW Gold Label Resv

Bullion-2100CL(LE)
70
Buy 6 Get 25% Off
10YO100CL
60
Buy 4 Get 20% Off
Buy 2 get 1 Free
Belvedere Pure100CL
Buy 4 Get 20% Off
Buy 2 Save $5
10YO100CL
54
60
Buy any 2 and get 10

% Off and Foldable
Bag Free
110
Glenfiddich 18YO SML

BATCH RSV70CL
Glenfiddich Select
Cask100CL
Mechanics
Buy Any 1 Get

Glenfiddich 18
Yo20CL Free
Buy 1 GF Select Cask

and get a 20cl Reserve
Cask free
Buy 1 GF Reserve
Cask and get a 20cl
Select Cask free
Buy 1 Vintage Cask
and get a 20cl of 18yo
free
Buy 1 GF 18yo and
get a 20cl of 18yo free
JW Black Label100CL
Chivas Regal 12YO
100CL
JW Double Black
40%100CL
Chivas Regal 12YO

100CL
JW Double Black
40%100CL
Buy 4 Get 15% Off
Buy 4 Get 20% Off
Buy 6 Get 20% Off
Buy 6 Get 25% Off
Buy 6 Get 25% Off
71
Brand/Article
RSP
Mechanics
Brand/Article
RSP
Belvedere Pure100CL
54
54
Buy 6 Get 25% Off
Matarromera Prestigio
75CL(DL)
185
Buy 1 Get 50% Off
99
53
49
Buy 3 Get 1 Free
Jack Daniel'S No.27

Gold70CL
Buy 1 Get 50% Off
Buy 3 Get 1 Free
Tigre Blanc Vodka

-Premium Dst75CL(DL)
80
Buy 1 Get 50% Off

Signatre100CL
47
Buy 3 Get 1 Free
Tigre Blanc VodkaClassic100CL(DL)
60
Buy 1 Get 50% Off
JW Gold Label Resv

Bullion-2100CL(LE)
70
Buy 3 Get 1 Free
JW SPICE ROAD20CL
Buy 1 Get 50% Off

Buy 1 Get 50% Off
Glenfiddich Select
Cask100CL
59
Buy 3 Get 1 Free
Jim Barry Lodge Hill

Riesling12.5%75CL(DL)
15
62
27
10YO100CL
60
Buy 3 Get 1 Free
Buy 1 Get 50% Off
Belvedere Pure100CL
54
54
Buy 3 Get 1 Free
Chateau LaHargue
30
Blanc 2007AOC Bordeaux
Blc 2007 75CL(DL)
Gato Negro
Chardonnay13%
75CL(DL)
21
Buy 1 Get 50% Off
Villa Maria - Private

BinMerlot Cabernet
13.5% 75CL(DL)
45
Peter Lehmann
WildcardChardonnay
Peter Leh75CL(DL)
15
Jose Cuervo 1800

Reposad75CL(DL)
54
Buy 1 Get 50% Off
Chivas Regal Extra

Scotch 43%100CL
JW Double Black
40%100CL
Chivas Regal Extra

Scotch 43%100CL
JW Gold Label Resv
Bullion-2100CL(LE)
53
70
Buy 3 Get 1 Free
HAIG CLUB 70CL
Mechanics
Buy 1 Get 50% Off
Buy 1 Get 50% Off
JW Double Black
40%100CL
49
Chivas Regal 12YO

100CL
40
Buy 2 For $64
JW Black Label100CL
40
20
Buy 2 For $64

Buy 1 Get 50% Off
Jose Cuervo 1800

Silver75CL(DL)
52
Buy 1 Get 50% Off
King Robert White

Rum100CL(DL)
18
Buy 1 Get 50% Off
Louis Lat Macon

Villa75CL (DL)
22
Buy 1 Get 50% Off
King Robert
Vodka100CL(DL)
18
Buy 1 Get 50% Off
Bouchard Puligny
Montrch75CL (DL)
75
Buy 1 Get 50% Off
Finlandia
Platinum100CL(DL)
60
Buy 1 Get 50% Off
Jose Cuervo 1800

Silver75CL(DL)
52
Buy 1 Get 50% Off
Danzka Vodka
Blue100CL(DL)
32
Buy 1 Get 50% Off
Ravenswood V Blend
Chardonnay75CL(DL)
20
Buy 1 Get 50% Off
Gautier XO Gold &

Blue70CL(DL)
250
Buy 1 Get 50% Off
Dr Loosen
Riesling75CL(DL)
18
Buy 1 Get 50% Off
Hardys Stamp Chard

Sem75CL(DL)
14
Buy 1 Get 50% Off
Highland Park Harld

40%70CL(DL)
99
Buy 1 Get 50% Off
Hardys Riddle
Chardonnay75CL(DL)
14
Buy 1 Get 50% Off
Cutty Sark 18yo

40%70CL(DL)
69
Buy 1 Get 50% Off
Ginseng Vodka70CL(DL)
50
25
Buy 1 Get 50% Off
King Robert II Finest

Scotch100CL(DL)
Dirty Hussy Blended

Whisky100CL(DL)
Matarromera Ribera
CrianzaDel Duro
75CL(DL)
71
Matarromera Ribera
ReservaDel Duro
75CL(DL)
120
Sauvignon
25
38
Syrah Cabernet
Sauvignon 2010Toro De
Piedra 75CL(DL)
Buy 1 Get 50% Off
Buy 1 Get 50% Off

Buy 1 Get 50% Off
Buy 1 Get 50% Off
Buy 1 Get 50% Off
Buy 1 Get 50% Off
72

Ambrosia - September 2016

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Ambrosia - September 2016

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ed

Vol:24 No: 04 september 2016

Asias largest circulated alcobev magazine

The festive challenge

Published by TRILOK DESAI on behalf of Special Audience

AMBROSIA September 2016

04 Diageo reaffirms Strong India

12 Chandon looks at India for

14 Cathay Pacific sojourn with

27 Volume of Scotch exports grow

From the heart of

Diageo Reaffirms Strong

ccording to the Diageo PLC

Dr. Franz B. Humer

Chairman and Non-Executive Director of

standstill arrangement with Dr Mallya,

AMBROSIA September 2016

returned Diageo to both organic volume

improvement being that our biggest brands

also had the opportunity to launch our

AMBROSIA September 2016

Exclusion of alcohol from

represents approximately 2.0% of the

Estimate of Alcobev (Commercial) Industry

Estimate of Alcobev (Commercial) Industry

2014-15 is estimated to be `2.2 lakh crore.

Alcohol in GST: Governments will

Alcohol in GST the impact on RNR

GST will be an additional tax for

Given that the current reported alcohol

5%75of the GST base. Thus,75inclusion of

Industry has proposed that alcohol be

By excluding alcohol from the GST

AMBROSIA September 2016

Estimate of Alcobev (Commercial) Industry

to have better control and monitoring of

Government revenues when alcohol is out of GST

Government revenues when alcohol is out of GST

GST Scenario: Alcohol excluded from

Sample Value figures

Sales Tax / VAT (on

Central A/c State A/c

Central A/c State A/c

24.5 21.8 5.5

24.5 21.8 5.5

In GST scenario with

Alcohol should be included in the

State Revenues INCREASE in a GST scenario if Alcohol is INCLUDED in GST

AMBROSIA September 2016

Trinity Mumbai Forum to

he Trinity Forum, the worlds leading airport commercial

Nor YouTube. Nor PinInterest. No Tumblr. No TMall. No TBao

AMBROSIA September 2016

Director of the channels biggest supplier, Diageo Global Travel;

From brand to experience:

Speakers at the event

Limited, GMR Group; and Chris Rayner, CEO, SSP Asia-Pacific.

AMBROSIA September 2016

potentially deliver an even greater return on investment than can

AMBROSIA September 2016

Chandon looks at India for growth

started operations in California, Brazil,

Mr. Remi Coubronne, Managing Director

remains its core brands and has become the