This festive season, Kolkata's discerning drinkers are raising a toast with premium spirits. The Christmas and New Year's Eve celebrations have seen a significant shift in consumer preference, with high-end liquors like Scotch and single malts becoming the new flavour of choice across the city's social hubs.
A Toast to Premiumisation: Sales Trends Revealed
Industry data points to a clear divergence in the market. While sales of India Made Foreign Liquor (IMFL) in Bengal witnessed a 12% growth from April to November, a marginal price adjustment in December led to a subsequent 20% drop in IMFL sales so far this month. In stark contrast, the demand for Scotch, single malt, and other imported liquors has moved in the opposite direction, registering a healthy 12% rise in sales during the festive period.
This premiumisation trend is being observed uniformly across off-shops, upscale social clubs, and fine-dining restaurants. The influx of non-resident Bengalis (NRBs) visiting their hometown for the holidays is a key driver. Anjan Chatterjee, the restaurateur behind brands like Mainland China and Oh! Calcutta, noted the increased demand. "We are getting customers who are asking for 18-year-old Scotch and expensive single malts. The pricing in Bengal is very competitive," he stated, also acknowledging the role of BEVCO in stocking these luxury brands.
Clubs and Restaurants Confirm the High-End Shift
Secretaries of Kolkata's elite clubs have corroborated this spike. Chandan Roychowdhury, Secretary of the Calcutta Rowing Club, confirmed people are preferring high-end liquor over regular ones, a trend more prominent this year. Jayajit Biswas, Secretary of the International Club, provided concrete numbers, revealing that premium liquors now constitute 40% of the club's liquor sales this month, with at least a 20% growth over the same period last year.
V Ganapathy, CEO of the Tolly Club, pointed out that while overall liquor revenues are up year-on-year, the period-to-period growth is significantly more pronounced in the premium segments. The story is similar at the Eastern Metropolitan Club, where Secretary Sanjib Ghosh reported a 12% growth, with high-end liquor now making up 30% of total sales.
Bars and Lounges Ride the Premium Wave
The restaurant and bar scene is experiencing the same uplift. Sudesh Poddar, President of the Hotel and Restaurant Association of Eastern India (HRAEI) and owner of MS Bar and Lounge, noted a 20%-25% growth in December sales of tequila, Scotch, and expensive gin in leading city establishments.
This shift is also evident among regular patrons. Pradip Rozario, owner of KK's Fusion, observed his customers upgrading from brands like Blenders Pride to Scotch. "There was a 15%-20% jump in high-end liquor sales for us," he said, adding that even beer drinkers are opting for premium imports like Corona over mainstream brands. This collective insight from distributors, club officials, and restaurateurs paints a clear picture: Kolkata's festive spirit is increasingly dressed in premium labels.
