Business EconomyPosted at: Nov 16 2025 12:35AM


India emerging as premium drinks hotspot: Portuguese Innovator

Bengaluru, Nov 15 (UNI) India's advancing cocktail culture is drawing international attention, with premium beverage innovators increasingly viewing the country as a high-growth frontier.
The latest to tap into this momentum is Vitor Hugo Lourenco, Beverage Director of Singapore-based Culinary Arts Group, who is in Bengaluru to introduce a curated collection of six signature drinks aimed at India's expanding premium segment.
With professional stints across London, Dubai and Singapore, Lourenco's portfolio blends creative technique with a sharp understanding of global beverage trends. His Bengaluru showcase includes both alcoholic and non-alcoholic drinks designed to appeal to an evolving consumer base that seeks quality, storytelling and sensory experience.
Among his headline creations are the 50/50, a balanced Martini; Velvet, a Campari–champagne blend served in a custom rose-shaped glass; and Unlighted, presented with aromatic Palo Santo smoke. His non-alcoholic range aligns with a rising domestic market for "zero-proof" luxury beverages, led by Cristali-No, crafted with milk oolong tea, honey vanilla and sparkling alternatives — and Bubbly, a mix of plum verju, Falernum and sparkling water.
For Lourenco, originally from Portugal, mixology is a multisensory craft. "It's not just about taste. The aroma, the touch of the glass, even the visual presentation – it all matters. A cocktail should be unforgettable," he told UNI in an interaction, emphasising consumer appetite for premiumisation and experience-led drinking.
His own entry into the industry was unplanned. Aspiring to be a marine biologist, he stepped behind a bar at a hotel in Portugal and eventually rose through roles at the Rosewood Hotel in London and across South England, before moving to Dubai and subsequently Singapore, where he oversees beverage programmes at several high-end venues.
Lourenco sees India as a major growth driver for the wider Asian market. With Bengaluru's bar ecosystem maturing, domestic consumers trading up, and global travellers seeking high-quality beverage experiences, India's premium drinks category is accelerating both in scale and sophistication. His current visit, supported by the Conrad Group, focuses on exploring partnerships, exchanging global trends and integrating Indian ingredients into contemporary mixology.
"India is not just a market; it's an experience. The future is bright, and there's so much potential to create something memorable here," he notes.
As international talent converges with India's fast-evolving beverage scene, industry players expect the country to cement its position as a premium drinks hotspot in the region.
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