“Creating A Differentiated Craft Offering In An Increasingly Saturated Market” - Sanjiv Anand, Chairman & Investor, East Side Distillery

1. Can you provide an overview of East Side Distillery's entry into the Indian alcohol market?

East Side Distillery, since its inception, has continued to distinguish itself by recognition, not only in India but globally. Since our launch in November 2021, DOJA Gin has been awarded double silver medals at IWSC Hong Kong and The Gin Master’s 2022. We were grateful to be able to follow the success of the Indo-Japanese Doja Gin, and thereafter present Portal Gin and Nomad Oscuro Dark Rum, to the Indian market. We were able to blend together unique flavors, and get access to some truly impeccable craftsmanship, this time around. I really feel these new spirits can elevate the drinking experience for connoisseurs and casual enthusiasts alike.

2. Tell us about the unique features of Portal Gin and Nomad Rum that set them apart from other products in the market.

Portal Gin

Portal Gin embodies a sense of mystique and wonder. It's been meticulously crafted with the world's finest botanicals. It includes these impeccable juniper berries, blended with some coriander, angelica root, thyme, licorice root, black pepper, green cardamom, and ginger root, in a very classic London Dry style, if you have a keen eye for that sort of thing. The outcome has been this impeccably balanced and refreshing gin with a very rich and sophisticated flavor profile. With Portal we went beyond the ordinary, offering a gateway to a realm of unparalleled taste and sensory exploration.

Nomad Oscuro Dark Rum

Nomad Oscuro Dark Rum is the second spirit in our collection. It evokes a sense of wanderlust and adventure. Once again, it’s been crafted with meticulous precision, representing a distinctive fusion of aged rum and Japanese Hinoki, with a finishing touch in Jamaican barrels. This exceptional blend presents us with a luxuriously rich and velvety texture, that I had never experienced before. Nomad Oscuro, to me, epitomizes elegance and pays tribute to the adventurous spirit in all of us, extending an invitation to connoisseurs like me to embark on a journey of flavour that transcends geographical boundaries.

3. Did you always know what you wanted to do, flavor and ingredient-wise? Or was it something that evolved over time?

It was certainly a labor of love that took its time. Our Head Distiller, Victor de Benito, is a member of the Gin Guild and has conducted extensive experimentation involving a myriad of ingredients, including botanicals, essences, and infusions. This process resulted in these flavor profiles that are not just globally inspired but also possess a distinct appeal tailored to the preferences of Indian consumers.

4. What is the target audience for these new launches, and how do you plan to engage with them effectively?

We've observed a growing interest among millennials in exploring novel beverages, and our products provide a seamless and enjoyable introduction for people who are just starting out. Additionally, we recognize a promising opportunity in the rising number of female consumers who are enjoying an increase in disposable income, have elevated consumption, and have a strong presence on social media platforms.

5. Could you share insights into the strategies East Side Distillery is using to establish its brand presence and compete in the Indian market?

Developing a unique brand identity for each product stands as a cornerstone in our brand development and marketing endeavors. Establishing a robust brand presence in the Indian market required us to take on a long-term perspective, and we remain steadfast in our commitment to unwavering quality and sustained marketing efforts. Our approach includes harnessing the power of digital marketing and social media to expand our reach to a broader audience. Our flavors are thoughtfully crafted to align with the tastes and preferences of Indian consumers. We place particular emphasis on on-trade activations with restaurants, offering delightful food pairings that complement our spirits.

6. Lastly, what advice or message do you have for aspiring entrepreneurs looking to enter the alcohol industry in India?

The alcohol industry often requires significant capital and time before seeing substantial returns. So, a top priority will always be patience and planning. Entrepreneurs need to be prepared for this and have a solid financial plan. Success in the alcohol industry in India, as in any industry, requires careful planning, resilience, and a deep understanding of the market and its regulations.

Crucially, entrepreneurs should prioritize the development of a brand identity that deeply connects with their intended audience and sets their products apart. That’s why with East Side Distillery we’ve tried to present distinctive spirits tailored to diverse consumer preferences, boasting unique flavor profiles that cater to specific tastes.