Food and beverage is one of the largest and fastest-growing industries in the world. With its rapid expansion, the sectors encircling it are also expanding.
Food has been the dominant component of the industry. Earlier what used to be a simple basic menu is now expanding to different cuisines and combinations. Menus are designed from farm fresh to molecular gastronomy to classic French and many more.
The next important part of the food and beverage industry is beverage. This component which was a secondary feature is now getting its due credit.
Concept-based clubs and bars are springing up in India by the day.
The focus has now shifted to better tasting and better looking drinks; everyone wants to drink something that makes them feel special or different from rest.
Bar, pub, lounge and club culture has been trending since the advent of alcohol but the opulence of these venues has redefined the space.
Mixology culture has sprung up again in the cocktail and mocktail market and craze of fancy cocktails and mixology has driven the consumer's appetite to a different level altogether.
Earlier, in clubs and bars, there used to be a bartender serving the same orders again and again. But now the drinking culture has changed completely. We have a new avatar of mixologists preparing concoctions for splendorous drinking pleasure.
Mixologist is a term that refers to the practice of making good cocktails.
To our utmost surprise, mixology is not a new practice or even term, but it is a 19th-century term that has revived. Mixology is a trendy concept and is here to stay.
For a very long time, the bar culture was stagnant. It just had drinks of similar concepts and combinations. People were bored too of having the same cocktails every time.
With the re-emergence of mixology in India, the cocktail culture has changed.
Now, people, especially, go out to visit those clubs and bars which are into mixology or that are serving drinks that are a variety and amalgamation of various sprites and cocktails.
India has always been popular throughout the world for its spices, but now it is also getting popular for its mixology in cocktails and the use of Indian spices and flavours in it.
Mixology has created a different segment or group of people. It has segregated people who understand and appreciate this trend, and know flavours and combinations well.
People after a hard day at work look for a place that gives them a good drinking experience combined with multiple flavours, spirits, and cocktails.
Indian bars and clubs still have a long way to go but mixology has created an innovative and enlarged menu for the people to choose. It is keeping people hooked to the places which have this service creating a larger customer base.
(The author is CEO at Plutosone Hospitality)