08-13 FHW - Cover story.qxd
4/24/2017
11:37 AM
Page 12
Cover Story
MOHAMMAD ALI
SHATBHI BASU
HEMANTPATHAK
founder,The Mixologist,Goa
eminent mixologist
mixologist and bar manager,Junoon NewYork
“India has just opened page two of the first chapter of its mixology handbook”
“Consumers are the reason that we are able to experiment and showcase our skills”
“Indian bartenders are looking at international techniques to make their menus unique and creative”
AER Bar & Lounge, states, “The average age of the customer consuming alcohol ranges between 22- 32 years, a demographic that is well-travelled and knowledgeable about global trends in food and beverage, coupled with a zeal to try something new every time. Mixologists too are upping their game to create a unique showcase of their cocktails which becomes a visual experience for the discerning customer. Innovative cocktails are definitely on the list of must-try as the Indian customer today ventures out for a more sensory experience.” TRAINING FOCUS In the recent years, due to the emergence of mixology as a career, there has also been an increasing need for professional institutes. Basu's STIR Academy of Bartending, in Mumbai, was the first academic institution in India to impart training in the art of bartending. Sharing more, Basu says, “We at STIR Academy of Bartending were the first to set up a training
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school for bartenders in 1999. We started the programme as early as 1997 with a seminar and competition for the beverage industry. Since then many more have gone our way. The big brands have also seen the relevance of training and have followed through well. They are investing in building brand loyalty through dedicated teams and master classes. This can only be good for young professionals wanting to build their careers.” Alongside Mumbai and Goa, one of the most happening hot spots for mixology in India is Bengaluru, due to growing pub culture and huge IT industry presence. Bar Square Academy in Bengaluru is a well established bartending academy in the city. Rohan Carvalho, director of Bar Square feels that liquor companies have understood the potential of the India market and are showcasing their premium segment products in cocktails applications via mixology competitions and promotional activities, ultimately raising the bar of mixology in India. He adds that the training focus is getting
FO O D & H O S P I TA L I T Y WO R L D
better. Carvalho says, “Many beverage companies (alcoholic and non alcoholic) have hired experienced bartenders as brand ambassadors whose key responsibility is training service staff on mixology nationwide. A lot of importance is given to upscale the mixology skills of bartenders through extensive trainings by brand ambassadors. They have realised that the success of the brand also depends on the person serving it. Bartending institutions/schools have also contributed immensely in producing well trained bar professionals.” Basu and Carvalho have also been part of the jury of Mixology Championship at Food Hospitality World show at Mumbai and Bengaluru respectively. Debuted in 2016 at FHW Bengaluru, the championship has been lauded by budding mixologists and established professionals. Although the positives are outshining the hurdles, there are still several challenges existing in this field of art. As Basu points out, lack of a wider range of products to play
MAY 2017