Madeira 2024 – The forum Indian alcohol industry needs
India has a long, unbroken and glorious tradition of brewing. As far back as the Indus Valley civilisation, the people living in the subcontinent have practiced fermentation, and even, distillation of beverages using sweet and starchy items. Ancient texts from the region, starting from the Rigveda have numerous mentions of alcoholic beverages.
The last decade has been especially eventful for Indian alcohol brands, both in terms of a premiumising and diversifying domestic market and recognition on the global stage. There are countless stories of innovation, interesting ingredients, market expansion and product development that, so far, have not found a platform to be comprehensively told.
We believe the time has come for Indian alcohol industry to take its pride of place on the global stage; not just the recognition of the few, but wider appreciation of the alcohol heritage of India.
That is why, MADEIRA 2024.
The knowledge platform we never had
With MADEIRA, Indian Culinary Agenda is creating a platform for discussions and deliberations both within the Indian alcohol industry and with relevant external stakeholders.
The two day event will bring together brands, retailers, innovators, researchers, writers, experience curators, mixologists and more, with the goal of:
- Creating a deep and vibrant knowledge ecosystem around Indian alcohols
- Repositioning the brewing and distilling industry as a cultural ambassador
- Deepening customer engagement to experiential beyond consumption
- Discussing challenges in policy, global positioning and market access
- Creating a space for deliberation and collaboration on industry-wide issues.
Event highlights
Masterclasses
Dive deep with the masters with these unique and exclusive experiences curated to engage, inform and tell stories of Indian alcohol never told before.
Knowledge sessions
These are not just panel discussions. Explore themes of retail, experience, policy, heritage, global positioning and more with the best of sectoral experts.
Not just networking
Meet industry insiders, innovators, policy makers, editors, writers, journalists , content creators at this diverse gathering never seen at an alcohol event before.
India made, globally loved
The Indian consumer is changing, so is the domestic alcohol industry. Indian spirits, across a wide spectrum, are now rivalling global brands in terms of prestige and pricing. While Indian craft gins, spirits and Indian single malts have won awards at the global stage and warrant a reappraisal, the vibrant beer and alcopop ecosystem and the well-regarded wine industry is expected to continue its upward trajectory.
Against a backdrop of a +1% volume growth for global total beverage alcohol in 2022, spirits volumes in India increased by +12%, with beer up +38%, wine up +19% and RTDs up +40%. In all cases, value grew ahead of volume. It is time to step back and take stock of the emerging trends.
As the product range and market changes, there is a need to elevate the experience across all touchpoints, including retail and consumption. The first day will provide a platform for discussions and experiences with a focus on Indian Made Foreign Liquor (IMFL).
Here are a few objectives for Day 1:
- Understanding key market trends
- Exploring opportunities for Indian alcohols on a global stage.
- Celebrating movers and shakers from – brands, retail, and consumer experience segments
A toast to brewing & distilling tradition
It is time we celebrate the rich and diverse culture of local and distilled brews across India. The medical treatises of Charaka lists 84 beverages made from grains, honey, sugarcane, sap from the coconut and palmyra trees, and from fruits like grapes, mangoes, dates and ber, and flowers like mahua and kadamba. Indians were also importing white and dark wine from Afghanistan and Rome. India’s tribal communities have a long history of brewing which is of great significance to the communities, both culturally and for livelihoods, for example, distilling mahua flowers that are unique to India.
While industry experts agree that some of these liquors have great potential globally, Indian indigenous alcohols are plagued by problems of colonial-era regulations and poor consumer perception attached to them. Of late, there is increased activity in promoting Feni and Mahua spirits and the markets are responding to them but there is a lot that needs to be done about heritage liquors and we are looking forward to getting the conversation started.
The second day will put the focus firmly on Indian indigenous brews and spirits, and creating the right environment for the country to provide to the world the next tipples of global interest.
Address: Vivanta Goa, Panaji, 5 Star Hotel in Panaji, Goa
OFF DB Bandodkar Road, Panaji, Goa, 403001, India