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BEVERAGES Things are getting better for the lovers of hard drinks

Tequila El Charro, a premium Mexican product, has now come to India

Blame it on anything – stressful life of our times, growing middle class affluence, party culture, social consciousness or quite simply the case of one trying to look manful with a ‘tall glass’ in hand – the signs are unmistakable. The number of those who want to enjoy a ‘drink’ is swelling. In fact, this generation has thrown up an entire new class of ‘light social drinkers’ joining the ranks of those who cannot get a wink of sleep without their quota of a couple of ‘small’ ones. And for all of them these are ‘good’ times, meaning, they are literally spoilt for choice.

Of course, the good old soda-whiskey-rum stuff is still doing the rounds but people are eyeing the more exotic spirits. Like the Whyte & Mackay Supreme 22 just launched by the UB group, for those who love their scotch. This blended scotch whiskey is said to be the number one choice of Scots, because of its time-honoured double marriage blending process. While most distillers settle for one maturation, Whyte & Mackay uses the age-old double marriage process in the blending of its whiskey. The price of W&M Supreme, 22-year aged blended Scotch is Rs.5100 in New Delhi. Only recently, Whyte & Mackay had launched Jura, a premium single malt, in India.

Domestic wine

Diageo, the world’s leading premium drinks business with an impressive collection of alcohol brands Johnnie Walker, Guinness, Smirnoff, J&B, Baileys, Cuervo, Tanqueray, Captain Morgan and more, has made its entry into the Indian wine segment with the launch of Nilaya, its first ever domestic wine. Nilaya, meaning “Blue Heaven”, is available in four varieties – Chenin Blanc, Sauvignon Blanc, Shiraz Roif and Shiraz Cabernet – at prices ranging from Rs.450 to 550. Tequila El Charro, a premium Mexican product, has now come to India too. It is 100 per cent natural tequila and popular around the world. It is priced between Rs.1400 and 3500.

Said to be Germany’s favourite drink, Erdinger Weissbier, is also available in the country now.

In fact, you can take more than a swig of it at the outlets of Punjabi By Nature at Vasant Vihar, Rajouri Garden and Gurgaon – at least till June 9 up to which time there are some very interesting and exciting saver-offers on the unique premium crafted Erdinger. Also, Tapas Lounge bar at Jaypee Siddharth has tempting collection of the Brazilian drink, Caipiroschka.

Or you want to try that time-tested drink of summer months, the beer? The world famous Carlsberg beer is now available in India, for the first time, in a 330-ml and a 650-ml pack.

Stella Artois, the best selling Belgian beer in the world and fifth largest international beer brand, is also available here.

Or you can try out the famous Tiger beer, enjoyed by millions of beer drinkers in over 60 countries. All the while the brand was being imported, now it is produced locally. Local, yes, but not the ‘country stuff’!




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