Arguably one of the oldest and most versatile liquors in India, Gin is becoming more and more popular, especially amongst the urban yuppies. Come January 2023, indeed, there has been a spirited ‘Gin’uary resurgence and in the midst of all the ‘Gin’citement, a playful new Indian Gin, ‘SOCI Gin’ has stormed the liquor industry as well as our palates. We swear our palates were tingling with the dancing medley of fresh, tangy and zingy bursting flavours of juniper, flowers, fresh and dried fruits – indeed, SOCI GIN packed a subtle but dynamic punch of edgy freshness… and we just couldn’t let the bonhomie cheer die the night away. Sumita Chakraborty spoke to Lalit Kalani and Mokksh Sani, the dynamic pioneers of SOCI Gin, to find out why this fab duo decided Gin is the new party liquor in 2023.
What made you pioneer Soci Gin? What’s its USP?
The botanicals infused in the gin are cold pressed in order to keep the flavors at their most optimum levels. Soci is a cold-pressed gin. It is refreshing and versatile, perfect for sipping neat or on the rocks, as well as great in cocktails.
Do you think Gin is a less talked about spirit in India in comparison to whiskey?
Over the past few years, consumers are adopting a healthier lifestyle and are conscious and aware of what they are consuming. Consumers have started to sway towards homegrown, craft liquors and want to know more about and engage with brands. We also see a trend of cocktail culture in India and general premiumization of various categories overall. but yes Gin is a less talked about spirit in India in comparison to whiskey.
In 2023, Gin seems to have got a new life. We are hearing of The Gin Explorer and so many Indian Gin Brands including yours. Do you think 2023 is the year of the Gin?
Absolutely, this month is meant to celebrate gin as a versatile spirit that offers all sorts of opportunities to explore unique and interesting flavors, and styles of gin as well as recipes that can be made using it and we call it a ‘Gin’uary month. There are also new types of gin that are regularly being developed and marketed, including unique seasonal releases. We also see a trend of cocktail culture in India and general premiumization of various categories overall. So I feel 2023, Gin seems to have got a new life.
Do you think Gin is going to be the new tippler of the urban yuppie this year? if so, why?
Gin, as a category, has been enjoying a steady increase in consumption over the past few years, and young Indian consumers are swaying towards Gin because of its versatility. Consumers nowadays are open to experimenting and are constantly looking out for something new and are drawn towards artisanal and craft beverages. With Soci, we want to offer younger drinkers a great quality liquid that is trendy, non-complicated, and easy to drink, so surely Gin is going to be the new tippler of the urban yuppie this year.
What’s next on your agenda regarding Soci Gin? Are you coming up with anything new?
To be the next go-to gin for young Indian consumers. A gin that is versatile, that enables one to be creative and experimental. One that lets them explore their “edgy” side and provides consumers with a wide range of mixers and cocktail options that they can enjoy. We also want to equip them with enough knowledge about gin, how it’s made, and ways to consume it, so that they don’t get intimidated while placing an order or asking for their favorite gin.
