MAM
American Bourbons use innovation to drive growth
NEW DELHI: Flavoured whiskeys are internationally the fastest growing segment in the bourbon industry and the trend is soon catching up in India.
The growing affluence, international travel and increased brand awareness amongst Indian consumers and the increasing base of the legal drinking age (LDA) population in India, the industry is seeing regular shifts in consumer preferences. The curiosity and aspirational value of a scotch whisky is still relevant to younger consumers.
According to Nielson research, in 2012 flavoured whiskey accounted for nearly 75 per cent of growth among all whiskeys and 42 per cent of growth in bourbon.
In a major departure from its decades old marketing principles of remaining strictly tradition-bound and consistent in taste, bourbon brands are now experimenting with tastes to expand their market and customer base.
Jim Beam, from the house of world’s fourth largest liquor company Beam Global, for instance, has added new products that include a white whiskey called Jacob‘s Ghost, Devil’s Cut and Jim Beam Honey. The company believes that the move will expand both its presence on the shelves as well as increase its consumer base.
Jim Beam is no exception. World over major whiskey brands are increasingly shedding their past conditioning about sacrosanct blends and trying sweetening and flavoring their whiskies. And no wonder, the experimentation with taste is begetting them success.
In fact, Canada too has got into the act and most of its contributors are informed, predictably by maple syrup. Distillers around the world are sugaring and flavouring whiskeys. Red Stag, the cherry-flavoured bourbon released by Jim Beam in 2009 was a huge success and set the trail blazing.
A closer look into the factor that has encouraged these ‘cult’ brands to shun their inhibitions and emerge as ‘innovative’ and ‘out of the box brands’ shows that the customer and his aspirations have evolved.
Brands
Jubilant FoodWorks faces Rs 47.5 crore GST demand, plans appeal
Tax authorities flag alleged misclassification of restaurant services
MUMBAI:Â Jubilant FoodWorks Limited has landed in a tax tussle after receiving a GST demand of Rs 47.5 crore from the office of the additional commissioner of CGST and central excise in Thane, Maharashtra.
The order, issued under the provisions of the Central Goods and Services Tax Act, 2017, relates to an alleged incorrect classification of certain services under the category of restaurant services. According to the tax authorities, this classification resulted in a short payment of goods and services tax for the period between the financial years 2019-20 and 2021-22.
The demand includes Rs 47.5 crore in GST along with an equal amount as penalty, in addition to applicable interest. The order was received by the company on March 13, 2026.
In a regulatory filing to the BSE Limited and the National Stock Exchange of India Limited, the company said it disagrees with the order and believes its arguments were not adequately considered.
The company is preparing to challenge the decision and plans to file an appeal. It added that once the redressal process is complete, the demand is likely to be dropped.
Despite the sizeable figure attached to the notice, the company said it does not expect any material impact on its financials, operations or other activities.
The disclosure was signed by Suman Hegde, EVP and chief financial officer, who confirmed that the company received the order at 19:06 IST on March 13 and has already initiated steps to contest it.
The development places the quick service restaurant major in the middle of a tax debate that could hinge on how certain restaurant-linked services are classified under GST rules. For now, the company appears ready to take the matter from the tax office to the appeals desk.
