This new Indian gin wants to convert vodka lovers
“Everyone keeps referring to this gin revolution in India, but if you were to look at the pure numbers, India’s gin market is 1/6 the size of its vodka market. If you really want to make a dent, you have to have an impact on consumer behavior,” says Gurpreet Singh, co-founder of WOB, the company behind India’s newest spirit: Great Indian Gin, which is experimenting new flavors to attract drinkers.
To this end, Great Indian Gin departs from the path taken by most other gin makers. Instead of the usual gin drinkers, they’re targeting a whole new segment: vodka lovers. Singh, a former United Breweries-Heineken veteran, is leveraging his more than 20 years of experience in the alco-bev industry for his new project. Along with co-founders Rohan Patnaik, Nirmal Rajani, Raghunandan Balakrishna and Ramesh Govindan, Singh hopes to attract flavored vodka lovers by bringing spirits such as Shimla Green Apple Gin and Nagpur Orange Gin to market. To help new customers familiarize themselves with their offerings, Great Indian Gin will also retail in 60ml pocket bottles, to allow for experimentation.
“India has an abundance of fresh produce and ingredients to offer. And while many gin companies have used them as herbal remedies, no one has introduced flavored gins so far,” he explains. The gins, assembled by master blender NJ Menon, have been crafted from a triple distilled blend infused with nine handpicked natural botanicals such as juniper berries, coriander, lemon peel, cassia, cardamom, fennel, angelica root, liquorice and pepper.
Great Indian Gin is available in Goa in three variants: the flagship, as well as the green apple and orange alternatives. “On the nose there is an explosion of the dominant flavor and aroma, followed by notes of juniper. Our spirits offer a smooth and pleasant finish,” says Singh. When we tried it, the gin seemed to work best in a G&T, with a slice of the matching fruit.
“When we think of going out and having a good time, the word ‘concert’ often comes to mind, because it mixes singing and dancing. We started with Gig as the name and over time it morphed into Great Indian Gin, to represent a story of celebration and good times,” says Singh, while explaining how the bottle packaging borrows from Indian music and dance elements. . Although there is a lot of creativity and innovation in the premium gin category in India, there are not many options for good quality mid-range gins. We are trying to change that. In the pipeline, there’s a lot more to come for the people behind the spirit, from agave to vodka and even rum.
GiG is currently available in Bangalore, Goa and Pondicherry. Rs675 for 750ml in Goa.