F&B: THE ESSENCE OF HOSPITALITY
CONTEMPORISATION OFBRANDY With changing demographics and rapid premiumisation, brandy has evolved from being a drink with functional benefits to a premium spirit continuously growing in demand in the global market. Riding high on this wave, we have come with a premium offering providing wider choice to the consumers, says Rohan Carvalho
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s the air turns brisk and darkness falls early, the desire to enjoy the quiet dreaminess and warmth of an after-dinner drink grows. Brandy — and especially its ultra-refined cousin, cognac — remains a sublime luxury of the discriminating diner. Perhaps it is the resurgence of indulgences such as cigars, an air of exclusivity and snob value in being different from the rest or maybe just the pure sensual pleasure of the sparkling, jeweled drink providing warmth from within — brandy's appeal is growing in markets across the world. A rich history Brandy, in its broadest definition, is a spirit made from fruit juice or fruit pulp and skin, primarily made from grapes. Origins of brandy can be traced back to the Mediterranean states in the seventh and eighth century where Arab alchemists experimented with distilling grapes and other fruits in order to make medicinal spirits. Their knowledge and techniques soon spread beyond the borders of their region, with grape Brandy production appearing in Spain and probably Ireland (via missionary monks) by the end of the eighth century. The word brandy comes from the Dutch word brandewijn, meaning 'burnt
26 FOOD & HOSPITALITY WORLD January 16-31, 2014
wine'. Introduced by the Dutch traders in the 16th century to Northern Europe from Southern France and Spain, they described it as wine that had been burnt or boiled in order to distill it. Global growth Globally brandy is the fourth largest category (160 million cases) with vodka being number one. Interestingly, India is the world’s largest single brandy consumption country that accounts for 27 per cent of the world’s consumption and has been growing at a healthy 17 per cent CAGR. However, the low per capita consumption which remains one amongst the lowest, in itself offers a huge opportunity for this category to grow in India. Despite innovations and premiumisation, it has been an arduous task to alter the perception of brandy as a 'socially acceptable' drink, probably due to the strong association of brandy as a medicinal drink that has graced the shelves of our grandparents, who vouched for its functional benefits. Over the years, brandy has evolved and has made its way as a preferred choice among the young and old alike. Youngsters on the lookout for interesting flavour experience are willing to experiment and are driving growth and placing new