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In the last few years, food pairing with drinks is one of the most common things to be seen in many restaurants in India. They serve the food with the specific drink which can be a cocktail or any alcoholic beverages in front of consumers. For example, for spicy and sweet dishes, the most preferred option will be citrus cocktail, salty or tangy dishes go well with beer or soda, pairing wine with steak, vodka with fish, gin with seafood, whiskey with Barbeque dishes and the list goes on and on. The food and drink pairings can be customized as per consumer preferences.

One way to boost revenue and enhance customer service is to emphasize suggested or actual meal and drink pairings on your menu. Food and beverage pairings do add refinement to your menu, but it's also vital to remember that there is menu tactics meant to draw attention to the offers and increase revenue.

In addition, it's among the greatest ways to bring out and balance the textures and flavors of your food, creating a remarkable dining experience. So, what are the odds? If people have a good time in a restaurant, they will probably return for more. This now guarantees prospective regular consumers.

Specially curated pairings

Spokesperson from Yauatcha, Bangalore focused on the dining experience said, “The approach to food and drink pairing is centered on elevating the overall dining experience. Whether it’s a signature cocktail or a fine tea, our carefully curated pairings are designed to enhance the flavors of our dishes. It allows our guests to enjoy a seamless combination and taste the best of flavours with a pair of drinks together. These pairings are thoughtfully crafted to ensure a unique experience boosting the overall dining value."

“Megumi offers a unique dining experience that celebrates the vibrant flavors of Indian and Japanese cultures through our signature cocktail program. Each cocktail is meticulously crafted to blend traditional ingredients and techniques, creating harmonious pairings with our seasonal menu. For example, a cocktail infused with cardamom and ginger can enhance the spices in a tandoori salmon dish, while a refreshing sake-based drink complements the delicate flavors of sushi infused with Indian spices. Our seasonal menus showcase fresh, innovative dishes that evolve with the changing ingredients and culinary trends. This dynamic approach allows for exciting new pairings that elevate your dining experience. At Megumi, we believe that food and drink should enhance one another, creating a celebration of culinary artistry and cultural richness,” elaborated Rajit Shetty, Managing Director, Ramee Hospitality who added that whether you’re enjoying a vibrant cocktail with a flavorful appetizer, or a delicate dessert paired with a refreshing drink, every visit promises delightful moments that highlight the best of both worlds.

Innovations in this segment

Speaking on innovations, Tamal Ghosh, General Manager, Yauatcha, Bangalore said, "We constantly push the envelope when it comes to pairing innovations. For example, we’ve introduced refreshing cocktails like the Lychee martini with our set menus to elevate the dining experience. Our pairings are not limited to alcohol—new age options include zero-proof cocktails with intricate fruit blends. Tea and coffee pairings are also gaining popularity, as we believe these can offer a truly unique and refined experience."

Expressing his views, Sumitt Wahal, COO, one8 Commune, True Palate Hospitality Pvt. Ltd said, “The innovation within this space is truly exhilarating. In our recent collaborations in Bangalore, under our “Commune Collective” IP, we curated a menu that was thoughtfully paired with a selection of cocktails crafted in partnership with our liquor collaborators. This approach not only enhances the authenticity of our offerings but also elevates the overall flavour experience. For instance, the smoky, citrus notes of our tequila cocktails perfectly complement the bold flavours of our tacos, creating a dynamic and harmonious experience for our guests.”

“These curated pairings not only appeal to adventurous palates but also showcase the artistry behind each dish and drink who later highlighted that the trend of food and drink pairing is here to stay. It’s more than a fad—it’s a way to bring out the best in both the dish and the drink. Continuous innovation, such as our tea and coffee pairings, ensures that we remain at the forefront of this movement. As our guests’ tastes evolve, we are committed to offering new experiences that will keep them excited about the possibilities,” he added.

Discussing on the trend, Tanya Quadros, Founder & Owner, Banquet18, Bangalore said, “The trend of pairing food with beverages has gained significant traction, especially within the context of modern Indian cuisine. Traditionally, Indian dining was more focused on the food itself, but now we’re seeing an exciting evolution where drinks are thoughtfully selected to enhance the entire culinary experience. This fusion of traditional flavors with contemporary techniques invites diners to explore unique combinations that surprise and delight. It’s no longer just about what to drink with a meal; it’s about creating a cohesive narrative that brings out the best in both food and beverage who added that this trend also caters to diverse palates, making it an ideal choice for multicultural gatherings where guests can appreciate a wide range of flavors and textures.”

Abheet Singh Bagga, Marketing Head, Mirah Hospitality said, ‘’In Hitchki, innovation is at the core of everything we do. We blend Indian flavours with global culinary influences and craft a distinctive offering that resonates with our brand’s identity. From Bollywood-themed cocktails to inventive fusion pairings, we continuously experiment to create experiences that not only engage but also captivate our guests. In an already crowded market, these innovations allow us to stand out and stay ahead of trends, all while remaining attuned to the evolving preferences of our audience. It’s about pushing boundaries and delivering unique, memorable experiences that keep customers coming back.” He further added that, “As consumer preferences evolve, people are increasingly seeking curated, immersive dining experiences. Thoughtfully executed food and drink pairings provide exactly that—something memorable that goes beyond the ordinary. When done right, they create lasting impressions and give customers a reason to return. It’s not just a fleeting trend; it’s a strategy that enhances guest satisfaction and loyalty over time.”

“When you consider specific pairings, the possibilities are truly exciting. For instance, the zesty Pinot Grigio beautifully complements the tangy Goan Fish Curry, balancing the dish’s spice with its fruity notes. Tandoori Prawns shine alongside a Chenin Blanc, enhancing their smoky profile. For vegetarian options, the herbal character of Sauvignon Blanc pairs perfectly with Palak Paneer, while the light tannins of Pinot Noir harmonize with the creamy Dal Makhani. These pairings elevate the dining experience, creating a delightful symphony of flavors that truly celebrates modern Indian cuisine,” he added.

Marketing strategy

From a business perspective, this approach has effectively driven increased footfall. Guests are particularly attracted to themed nights and special pairing events that allow them to explore dishes alongside beverages they might not typically choose. Personalisation plays a crucial role in this strategy. It is needed to continuously customise our offerings based on guest feedback, ensuring that our pairings resonate with consumer preferences. This includes providing low-ABV drinks and incorporating non-alcoholic options that complement our culinary creations.

Challenges faced

There are challenges in every work we do. So, the most common challenges are meeting the unique preferences of our guests, but we embrace it. For instance, receiving requests for sake or baijiu-driven pairings, which push the boundaries of traditional pairing philosophy. While it can be challenging, we believe that these customisations help in enhancing the dining experience and allow us to offer something truly personalised. The goal is always to ensure that the pairings delight and surprise, while pushing the boundaries of what’s possible in the culinary world. Even though, with all these issues, the trend is here to stay, and consumer like to try innovative items as per their likings. There is a demand for this, and it increases the footfall and profitability of the restaurants.

Transformation of mere trend into success

 “At one8 Commune, we’ve witnessed the transformation of food and drink pairing from a mere trend into a strategic component that significantly enhances the dining experience. In today’s competitive culinary landscape, diners seek more than just a meal; they crave a holistic experience. By thoughtfully pairing dishes with meticulously curated cocktails or mocktails that complement and elevate each other’s flavours, we create a sensory journey that will leave a lasting impression on our guests. For instance, sweet dishes pair wonderfully with sweet wines, while more complex dishes, such as spicy or umami flavors, call for low-tannin wines. And if you’re ever in doubt, sparkling wines are always a safe and versatile option, as they pair well across multiple courses,” explained Wahal who pointed out that we approach our pairings with the same level of precision we bring to our culinary offerings.

Poshn is a brand of functional juices, wherein we blend fruits and herbs together, to make the consumers either energized or relaxed. Poshn’s CEO and Founder, Rahul Kakkad, is a three times national swimming champion and has a degree in entrepreneurship and engineering. His first venture was a brand of tyres - Ultramile. During his work at Ultramile, he realised he had become lactose intolerant and he could no longer have coffee. At the same time, he realised that people were doing all sorts of unhealthy things to get a good night’s sleep. Rahul, then, started researching on this topic and 18 months later Poshn was born.

In an interview with Restaurant India, CEO and Founder, Rahul Kakkad shares how Poshn’s concept is different from other juice players in the industry segment.

How Poshn is different from other juice players in the industry?

We have used various different fruits and herbs that have natural properties geared towards either energy or relaxation, along with a whole lot of nutrition! For example, we use various refreshing tropical fruits with green tea and ginseng for energy, while we use all sorts of anti-oxidant rich and high melatonin fruits such as cherries and berries and add chamomile to feel relaxed. We use stevia for sweetness in both, thereby, avoiding any artificial sugars.

These delicious juices are also all-natural, have no added sugar and are also extremely low on calories, which is why we call it a functional super juice!

For example, our energy juice Recharge is 60 calories, while homemade lemonade would be around 120 calories. 

Currently, no one is really focusing on energy and relaxation in a healthy all-natural juice format in the market, and that’s what makes us different.

Also Read: This Brand's Cold Extracted Drinks Are As Good As Fresh Fruits

We are giving the market a healthy guilt-free alternative to coffee and other unhealthy energy drinks, and a whole new healthy way to relax and de-stress.

By far, which super juice is people's favourite or top-selling? What is your favourite from Poshn's juices?

Currently, with whatever of the market we have explored so far, our relaxation variant has surely been the crowd favourite since it is the sweeter juice and gives you great sleep too!

I personally use the energy variant a lot more since I am constantly on the run and I just love the natural, refreshing kick it delivers, without any jittery feeling like the other energy drinks in the market.

Where do you source your ingredients from?

We source our ingredients from all different parts of the world. Our fruits originate from Israel, our stevia comes from Germany, and our herbs come from various parts of the world too. The international touch can be noticed once a person has the products. Our taste truly speaks for itself, which is why people are coming back for more.

What are your expansion plans with Poshn? How do you see the tier I and tier II cities?

Rahul Kakkad, CEO and Founder of Poshn

Currently, we are going slow with retail, and taking one market at a time. We are presently available in stores like Nature’s Basket, Foodhall, and most chemists and premium general stores. While online, we are on board with almost all the major e-commerce sites and also have our own e-commerce website where we offer a subscriber model pan India. We plan to enter new markets soon, but our focus initially will be on tier 1 cities only. We also plan to launch new variants which we are currently doing research on.

How much the Indian market is aware of the super juices?

I think, at present, the Indian market is not much aware of the concept of functional juices; especially the concept of fruits + herbs. This marks one of the biggest challenges for us – to educate consumers.

Your contribution towards HoReCa with Poshn.

Since we have just launched in the market in September 2018, we are still very new in the game and have not yet entered the HoReCa markets. We have had talks with a few hotel chains, cafes, caterers and airlines, but have not started any business in these areas yet. We recently signed up with RELAY! for selling at airports in Mumbai, Goa, Delhi and Bengaluru, and we’re pretty excited about that.  

Your key marketing strategies to reach out to the target consumers?

Well, I really wish I knew the right answer to this question. But from what I can say is, that we are focusing all our marketing efforts in the sampling of the products at the right avenues. Currently, most intercollegiate sports tournaments, corporate offices, private sports leagues and marathons are all the places where we are doing most of our sampling, in order to not only get people to try Poshn but also use it for what it is made for. We are trying to associate our brand with anything that stands for health and wellness and keeping our focus to that only.

We also do a lot of events, in-store sampling and influencer campaigns to help spread the word.

How do you maintain the health and nutrition value of your products?

Quality of our products has been the utmost concern for our company. We are only working with the best suppliers for every single ingredient, and not trying to cut any corners there. Since we have to import the fruits as concentrates and the herbs as natural extracts, we have access to all the lab reports beforehand. We also have various quality checks during our production process to make sure there is no variance in the product in either taste or quality.

What are the key challenges of being in the juice segment?

Well, there are various challenges to being in the juice sector. The Indian juice market, in general, is not that huge and is majorly skewed towards the cheaper typical juices and tetra packs. It is anyway a big challenge to get into most stores, it is an even bigger challenge to demand shelf space in the chillers, this makes retail very challenging. But so far, I think we are doing a really good job.

We were recently awarded the Coca Cola Golden Spoon Award for the Most Admired Startup of the Year. And our confidence has grown by leaps and bounds since then.

The New Year celebrations are already marked in people’s planner list.  The year is going to end in some days, which is followed by Christmas. For most people, holidays and the celebrations have already kicked started.

There is no celebration without a glass of drink.

Future Market Insights recently published its study on India’s alcohol market, which estimated that more than INR 2.5 trillion worth of alcohol was consumed in 2016.

By the end of 2026, more than 14 billion litres of alcohol will be sold across India.

According to the report, revenues amassed from sales of alcohol in India will soar vigorously at 7.4% CAGR, and reach INR 5.1 trillion value by the end of 2026.

It has become a customary tradition being followed by the present generation leaving enough room for the startups and entrepreneurs to keep their bar business grow.

Here are top 5 qualities that keep the bar and pub owners, best in handling business:

Expensive Affair:

To start a liquor business is not a joke, not anyone and everyone, who wishes to start, has easily succeeded in pulling a bar or pub.

Opening a bar or a pub is a pain staking as well as an expensive affair, just the thought of setting up will cost you around INR 2-10 crore.

Not everyone is capable of spending so much for this business when they can pick an easy way.

Responsibility with Business:

Doing business is not enough; you have to take care of the customer responsibly as well, because there is no room for turning the customers down.

When one is serving the drink, asked by the customer, one has to also take care of the ambience, to not get spoilt by the drunkards or misbehaving with other customers.

There are times when youngsters below the age limit, families and ladies are also present in the bar, and one who has had enough of alcohol is most likely to go out of senses, where the bar owner and staff has to take care of such situations without losing the customer’s interest.

Big Heart for Bearing Losses:

Since your business deals with drunken people, who are often loud, short tempered and delicate customers to deal with, which is why you have to keep your heart strong enough to bear the losses.

Drunken people tend to break plates, glasses, sometimes break fights inside the pub or bar and damage the interior as well as furniture, which are often disclosed hours after the guests are gone, so you cannot charge for your losses. Not everyone carries that big a heart on their sleeves and those who do, turn out to be extremely good in their profession.

Able to Handle Pressure:

There is always a tough competition going between the bar owners under the surface. When there are too many options available for the customer, it is difficult to make them come back to you again and again.

So bar owners and pub ow

ners are always on their toes to bring the best on the table for their customers.

Bar owners and pub owners always try to keep their customer happier than the ones in the market, to let the customer choose you over others.

The concept of Halloween is fast becoming a new way to celebrate in India. The day of the dead, better known as Halloween is in its full swings as restaurants and bars in India have come up with ‘Spooky’ offers on food and drinks organising themed party at their outlets.

People in India are fast catching these trends as a new way of celebration bringing their best costumes and apparels to attend the best parties in the town. Restaurants like Skky at Ramada Powai, Black Magic Party at Caffee MadHouse, Spookeasy at Speakeasy and Story at Westin Gurgaon.

Ramada Powai Hotel and Convention centre has some thrilling plans for all rock music and spooky food lovers with the Pixie Girls performing live on the Halloween night at Skky.

Nischint Pathania, General Manager- Ramada Powai Hotel & Convention Center says, “Mumbai gets set for some ghoulish fun and we at Skky are ready to enthrall you with its spookiest best interiors and the special Halloween menu. Halloween festivities are enjoyed by folks of all ages so we are expecting a huge crowd on 31st”.

The restaurant is inviting guests to indulge in various types of spooky cuisines & a décor buffet. Some of the stars of the scrumptious menu that awaits you includes Vampire blood soup (Traditional Tom Yum soup with Vegetables) Dark Secret Treasures(Spicy chicken bean curd soup) Bloodied Mummy toes (Sichuan corn curd, crisp creamed corn rectangular cakes topped with Red & Fiery Chili bean sauce) Dracula’s blackened heart(Tunde Ke Kebab, grilled to perfection & served with Ulte Tawe Ka Paratha) Venom from the Dracula’s sharp incisor’s (Kung pao chicken, cubed chicken tossed with soya, chilly & spring onions) Curls of the dreaded Satan (Flat noodles tossed with chili, lime, bean sprouts & scallions) Frightened Scream (Scream for handcrafted ice cream - Paan, Fresh Kiwi & Basil, Dolce De Leche, Lemon& Green tea) and many more wraithlike dishes.

Adding to the same lines, Bhuvanesh Kalburgi, Executive Chef at Ramada Powai Hotel & Convention Center shares, “Skky has come up with a great menu for the Halloween night and it promises to be a fun, spooky affair.  The new menu featuring a range of dishes, includes the ‘Witches Broom’ - a chicken satay, ‘Grave digger’s brownie’ a flourless chocolate brownie served with a scoop of vanilla ice creams well as a quirky soup ‘Creme De ala Pumpkin’  which is made using special, closely guarded ingredients”.

And as it is believed that the predator usually appears at Sunset… That’s when his prey comes out to drink…. And it is after dawn … That the predator feasts like there’s no tomorrow. The Westin comes with a Halloween Themed Party at #StoryAtWestin,   at 9 pm onwards with best offers on food and drinks. The restaurant will also give a surprise package to the best dressed couple on the occasion.

Delhi Comic Con is presenting the biggest costume bash ever from 8 pm onwards, cosplayers who come in scary costumes get 2 free drinks, grove to the tunes of your favourite horror music, fun goosebumps merchandise.

And the party doesn’t ends here, dress in your scariest costumes and try the spookiest of food, as Mia Bella celebrates Halloween Night with a special Cocktail Menu on Saturday, 31st October 2015.

On the scariest night of the year, you can’t miss some of the drinks from the cocktail menu. Amidst all blood, try out the Bloody Mystery (A delightful combination of fusion vampire blood with human in house eating spices), or being a fan of the 8-legged creature, have the Spider Nest (A concoction blend of minty green crust with flavoured spider on top), while you are watched by the Devil’s Eyes (A four side look of the Indian devils in gol gappa shots to care for).

That’s not it. There is a lot more to the night and we shall make sure it remains the most horrific and scary night of your life. The most devilish dressed couple wins Rs.2000 meal voucher and there is special deals for groups of 10 or more.

Commenting on the same, Bhanu Nehra, Owner, Mia Bella says, “Usually, the challenge that chefs face is to present a simple dish in an appealing way, but Halloween is all about presenting food in its most awful form. As the popularity of Halloween has gone up in Delhi, people are drawn to special cocktails and dishes on the menu. That is why almost every restaurant today comes up with special cocktails or dishes to meet that demand.”

Meanwhile, i-Kandy at Le Meridien will have the scariest party on 31st night with some amazing EDM & commercial favourites of the season. The much loved lounge and nightclub will witness a thrilling night with nerve-jangling surprises, ghosts, ghouls, vampires and more!  The guest who will be dressed in their terrifying best can enjoy drink specials.

Likewise, Dos Burros at Cyber Hub is offering amazing discounts on IMFL, Sangria and Cocktails with special offers for ladies.