India is entering a ‘golden decade’

India entering ‘golden decade’:  Ankur Jain At their peak, Dos Equis beer’s ‘Most Interesting Man’ advertisements really stood out.

One thing you’d like to change about the Indian market…

Sceptics! We are entering the golden decade of consumption in India and the industry will grow massively despite all the hurdles.


Who do you think sets drinking trends in India?

As always, our mixologists, chefs and beverage managers continue to discover and create exciting tastes for consumers and set new trends. It is amazing to see global recognition for guys like Yangdup Lama (of Delhi’s Sidecar)!


What is the most overrated drinking fad or drink in India at the moment?

There is quite a crowding of gin brands in the market. I am sure a lot of them are great; but I wonder if the market is deep enough for everyone.


What’s the next big thing for India?

Craft beers, surely! Beers with more flavour will penetrate every town and city in India; and very soon.


What’s the best motivation for your team?

Our Fun Friday Happy Hours; and our employee discounts on beer!


Which is your favourite liquor brand ad campaign?

I like Dos Equis beer’s ‘Most Interesting Man’. The advertisements really stood out at their peak a few years ago.


Which is your favourite bar in India and why?

Predictably, Sidecar! The warmth of Yangdup and Minakshi (Singh) makes it by far my favourite hangout.


Which of your competitors gives you sleepless nights?

My team knows I don’t sleep at night. Now, it’s not because of any competitors but because of my brand new daughter, Anya!


The one fictional character you’d like to have a drink with…

A Negroni with Dev Shah (Master of None)!


If you were alone on a desert island, which drink would you want with you?

On a desert island, it would have to be a Bira 91 Blonde Summer Lager.