In the early 2000s, it was commonly believed that Indian spirits couldn’t compete with their global counterparts. India was primarily recognized as a mass producer of dark spirits, and local brands were often seen as inferior. However, this perception shifted as India began crafting spirits that not only rivaled but surpassed international standards. With India’s ascent as the fifth-largest economy globally, its spirits industry has kept pace, delivering premium offerings that command recognition on par with global standards. Today, domestically produced spirits are highly coveted among Indian consumers, reflecting their quality and appeal.
One such new-age Indian spirit brand that has rapidly risen in prominence is Short Story. In 2022, Third Eye Distillery, the parent company responsible for the globally acclaimed Stranger & Sons Gin, made the strategic move to expand its portfolio of spirits. This decision culminated in the introduction of Short Story, featuring a trio of white spirits: Grain Vodka, White Rum, and Dry Gin.
Continue Exploring: Third Eye Distillery redefines premium spirits landscape with launch of ‘Short Story’ in New Delhi
Established with the overarching goal of showcasing high-quality Indian spirits on the global stage and enhancing the cocktail culture within the nation, Third Eye Distillery identified a gap in the market for dependable, premium homegrown spirits. With Short Story, they sought to bridge this gap and establish a standard for accessible, top-tier spirits from India.
Within just over a year since its launch, Short Story has managed to create waves not only across India but also on the global platform as its spirits have bagged some of the most prestigious awards alongside the top spirits of the world.
Adding yet another milestone accolade to their name, Short Story Dry Gin has secured a Gold Medal and has also been declared as the ‘Country Winner’ for being the best London Dry Gin from India, at the World Gin Awards 2024 organized by The World Drinks Awards – the global awards selecting the very best in all internationally recognised styles of drink and presented by TheDrinksReport.com.
Pankaj Balachandran, Brand Director, Short Story, said, “Earlier, there was a prevailing notion that premium liquor equated to imported spirits. Our goal was to shift that perception and create a homegrown spirit that not only resonated with Indians but also instilled a sense of pride in consumption. It is immensely gratifying to see our spirits being appreciated globally and equally reassuring that we are on the right path towards our goal to take Indian spirits worldwide!”
Speaking further about the spirit he added, “Post the pandemic we noticed that the Indian consumer is no longer just looking for a quick, cheap drink. They’re seeking out newness as well as quality. Much buzz and hype had been generated about the ingredients and the technique that goes into the creation of some of our homegrown brands, but we wanted to keep things simple and let the spirits speak for themselves to consumers. Hence the name, Short Story!”
Continue Exploring: Indian single malt whiskies outshine global brands in sales, achieving a landmark 53% market share in 2023
The brand has already garnered over 15 international awards to its name! Last year, Short Story’s spirits managed to bag multiple international awards in just their first year. DBSB, awarded Short Story White Rum a Gold medal in their Summer Tasting 2023 in the UK. Additionally, all three spirits – Grain Vodka, Dry Gin, and White Rum – won Gold medals at the San Francisco World Spirits Competition. Moreover, at the Asian Spirits Masters 2023, Short Story Grain Vodka was awarded the highest honor – Master Medal, a recognition reserved for only 10 spirits among competitions from over 59 countries, while the White Rum earned a Gold Medal. Furthermore, all three spirits of the Short Story portfolio also swept Gold Medals at the Singapore World Spirits Competition 2023.
Short Story is currently accessible in nine domestic markets, including Maharashtra, Goa, Delhi, Karnataka, Haryana, Rajasthan, and more. It also holds a presence in travel retail at Mumbai Duty Free. In the coming months, the brand plans to extend its reach to additional domestic and international markets. Moreover, Short Story can be found in many premier bars across its available cities, such as The Bombay Canteen, Americano, Masque, Copitas, Hideaway, Sidecar, Klap, Izumi, PCO, and more.
Continue Exploring: Radico Khaitan’s Rampur Asava honored as Best World Whisky in the 2023 John Barleycorn Awards
