Short Story – the latest creation from Third Eye Distillery, a distillery based in Goa, is making its way to New Delhi. The goal of the brand is to steer the conversation towards creating a standard for premium spirits. They aspire to establish a benchmark for quality in the industry.
Pankaj Balachandran, a highly acclaimed veteran in the beverage industry, is at the helm of Short Story as its Brand Director.
“There has been a general rise in interest towards cocktail culture and subsequently, a need for quality, true-to-style spirits that can be relied upon. I am excited to have had the chance to work on these spirits personally with the goal of delivering a great drink irrespective of the occasion. We hope to be the brand that bartenders and consumers invariably reach for a drink, be it for themselves or someone else,” he shared.
The creation of Short Story was driven by a vision to offer premium spirits that are synonymous with quality and reliability for every occasion in the Indian spirits landscape.
“Having worked in the beverage industry for over ten years, I noticed the need for a go-to spirits brand in India, something that exists in most international markets. Over the years, this need-gap has propelled the dependency on imported brands for regular consumption. We, at Third Eye Distillery, wanted to offer the Indian spirits landscape with a portfolio of true-to-style essential spirits which set a standard for quality and are an effortless choice be it at home or a bar,” added Pankaj.
Presently, the Short Story portfolio comprises of a classic London dry gin, which boasts a juniper backbone, a triple distilled grain vodka that has been charcoal-filtered, and an Indo-Caribbean white rum that comes with an added geography lesson.
Third Eye Distillery aims to break free from the conventions of the spirits industry with its Short Story spirits. They steer clear of long-winded tales and excessive romanticizing of ingredients and processes to validate their products’ quality.
Short Story will be hitting the shelves of bars and retail stores in Bangalore, Mumbai, and Goa in September, with plans to expand to other regions of the country in the following months.
In Maharashtra, Short Story is being sold at the following prices: Vodka for INR 1650, Gin for INR 1850, and Rum for INR 1950. However, in Karnataka and Goa, all three bottles can be purchased for INR 1950 and INR 1050, respectively. The brand is priced at INR 1000 for Vodka, INR 1100 for Gin, and INR 1200 for Rum in the capital.