Liquor industry has always remained under strict governmental control in terms of capacity creation, distribution, taxation. While overall public perception spells restraint, it is the symbol of high life even in puritan India. The industry poses a dilemma to the state. It cannot resist the temptation of large revenues, while steering clear of the embarrassment of giving encouragement to drinking. A positive feature of allowing the industry to grow and operate is the prevention of illicit production and drinking.

Of the over Rs. 280 bn liquor industry (excluding beer) selling around 450 mn cases annually, a large peg of which (67%) is whisky, followed by brandy and gin at 13%, rum at 17% while the white spirits account for 3% of the market share. Of this, the Indian-made foreign liquor (IMFL) accounts for Rs. 78 bn (86 mn cases) with whisky alone constituting 95%. Besides, there is a large 223 mn case market of low-priced country liquor. Indian spirit market also consumes branded country liquor worth Rs. 125 bn and unbranded country liquor worth Rs. 50 bn.

In volume terms, the total Indian market for fruit juices and related products, such as nectars squashes, concentrates and fruit drinks, is estimated at equivalent of 500 mn cases. Of this, only 10% is accounted for by packaged products and the rest is sold loose. Of the packaged products, 85% is made up of juices and nectars.

The market for branded fruit-based drinks (Maaza, Frooti, Slice and others), nectar drinks (Real and Tropicana) and others is placed at Rs. 8 bn. Of this Rs. 6 bn is the market for fruit-based drinks and nearly Rs. 2 bn is for fruit nectars. Besides, there is a large segment of kiosk vendors, especially in the urban areas, whose size is estimated at between Rs. 8 and Rs. 10 bn. The overall market for fruit juices of all types would thus be around Rs. 18 bn.

Traditionally, the Indian lifestyle has a predilection for fresh fruits and vegetables or those processed at home. There is, however, a sea change now. People, are now increasingly going in for fresh fruit juices vending from kiosk fountains which produce instant juices from fresh fruits in the presence of the consumer as well as bottled juices. It could be due to the non-availability of hygienically produced and well-preserved products or due to change in lifestyle of the consumer segment.

 

The alcoholic and non alcoholic beverages are being used by human being since centuries back. Accompanying the increase in the variety of consumption there has been a parallel increase in the variety of alcoholic and non alcoholic beverages offered for sale. The alcoholic drinks market is broadly classified into five classes, starting from beers, wines, hard liquors, liqueurs and others. Similarly non alcoholic drinks market is broadly classified into carbonated drinks, non carbonated drinks and hot beverages. These include juices, energy drinks, carbonated drinks, tea, coffee and bottled water. The commercial success of a soft drink formulation depends upon a number of factors. A strong, well placed advertising campaign will bring the consumer to purchase the new product but, thereafter, the level of repeat sales will reflect the degree of enthusiasm with which the new drink has been received. The dramatic growth of fruit juice and non carbonated fruit beverage markets worldwide has been made possible by the development of new packs and packing systems and improvements in traditional packaging. Tropical fruits are the newest arrivals on the juice and fruit beverage market. Whisky is the portable spirit obtained by distillation of aqueous extract of an infusion of malted barley and other cereals that has been fermented. It can be considered as the product of distillation of an unhopped beer. Beer is the world most widely consumed alcoholic beverage; it is the third most popular drink overall, after water and tea. Rum is a distilled alcoholic beverage made from sugarcane by products such as molasses, or directly from sugarcane juice, by a process of fermentation and distillation. The Indian alcoholic market has been growing rapidly for the last ten years, due to the positive impact of demographic trends and expected changes like rising income levels, changing age profile, changing lifestyles and reduction in beverages prices.

Some of the fundamentals of the book are flavourings and emulsions, syrup room operation, fruit juices and comminuted bases, acids, colours, preservatives and other additives, high intensity sweeteners, packaging systems for fruit juices and non carbonated beverages, grape juice processing, processing of citrus juices, juice processing for pasteurized single strength, equipment for extraction and processing of soft and pome fruit juices, chemistry and technology of citrus juices and by products, legislation controlling production, labelling and marketing, biochemical events during brewing fermentations, outline of the whisky producing process, types of beer brewed, aroma compounds of rum and their formation, cider and perry etc.

The alcoholic and non alcoholic beverages described in this book are beer, wine, rum, whisky, cider and different types of fruit juices with packaging systems and other relevant parameters related to their manufacturing. The book will be very helpful to technocrats, new entrepreneurs, research scholars and for those who are already in to this field.

 

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