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If there may be one factor that Joe McCanta likes greater than anything on the planet, it’s making vodka cocktails. Little surprise then that McCanta is the worldwide model ambassador for Gray Goose, a number one vodka model from Bacardi.
McCanta was in India just lately as a jury member for Gray Goose Home of Change, a programme by Bacardi that focuses on offering experience to bartenders with coaching periods divided into totally different modules, together with periods on grooming, styling, communication, pictures, persona and etiquette and social media. This yr is its fourth version and it has collaborated with the Singapore Tourism Board. A closing choice of eight bartenders will journey to Singapore and practice with a number of the main bartenders there.
“The cocktail tradition in India is rising and that makes India a vital marketplace for Gray Goose,” says McCanta. “Simply take a look at the variety of Indian bars that are actually in Asia’s 50 Finest Bars checklist,” says McCanta impressed with Indian bartending expertise. This yr, 5 bars from India made it to Asia’s 50 Finest Bars checklist. “We’re a French model. France is all about meals. It’s all about celebration, all about coming collectively. It is all about luxurious. So in loads of methods there are loads of similarities between India and France,” he added.
Whereas India is primarily a brown spirits market with whiskey having fun with most market share, McCanta feels that white spirits akin to vodka and gin are making inroads, primarily within the metros. He credit the cocktail tradition for that. “Changing a whiskey drinker right into a vodka drinker isn’t all that troublesome and I say this from private expertise,” says McCanta. He says in Europe a decade or so in the past, individuals weren’t actually ingesting vodka cocktails.
All you noticed in bars throughout Europe have been Outdated Usual and Manhattan, each whiskey-based cocktails. Nevertheless, with extra bartenders working with vodka and gin, their consumption has elevated. “Vodka is a really versatile alcohol and a terrific medium for a cocktail. I doubt even probably the most gifted bartender might do a whiskey Bloody Mary or Espresso Martini with whiskey,” smiles McCanta.
In India the vodka market is presently round $38 million and is predicted to develop yearly by 4.34 per cent (CAGR 2022-2025), in keeping with Statista. As compared, the whiskey market is price $17.6 billion and is predicted to develop yearly by 6.31 per cent (CAGR 2022-2025).
McCanta factors out that individuals, particularly Gen Z, are ingesting much less, however ingesting higher. Within the US and UK Gray Goose has launched Gray Goose Essense which is 30 per cent ABV, 10 per cent lower than common vodka. It’s made with botanicals and contemporary fruit.
“If each individual was to have one good cocktail as a substitute of 5 unhealthy cocktails, we’d nonetheless be rising,” says McCanta including that the plan is to transform whiskey drinkers into vodka and particularly Gray Goose drinkers and in addition recruit from the massive inhabitants coming into the authorized ingesting age. “Globally we’re seeing that persons are ingesting much less beer and wine and extra cocktails. So persons are transferring away from the binge ingesting mentality and simply having fun with the proper martini.”
Whereas vodka is mostly related to Russia, Japanese Europe and Scandinavia, Gray Goose is French. The model was launched in 1997 by American businessman Sidney Frank who noticed a spot available in the market for premium vodka. It was offered to Bacardi in 2004. Frank collaborated with cellar grasp Francois Thibault who was earlier making cognac. And so it was that Gray Goose got here to be made in Cognac. Gray Goose makes use of wheat grown in Picardie – thought of the breadbasket of France – and pure spring water. The distillation and filtration takes place in Cognac. A French-made vodka gave Gray Goose the premium standing within the American market that Frank had wished.
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