India’s rich and diverse drinking traditions are finding a renewed voice through Madira: India’s Forgotten Spirits and Cocktail Revival, a new book by Parag A. Shastry that blends mixology with cultural storytelling. According to a report by The New Indian Express, the book explores India’s indigenous alcohol heritage, highlighting traditional spirits such as mahua, toddy, and rice beer that were once deeply embedded in regional cultures.
The narrative traces how these beverages were closely linked to rituals, community life, and regional identity long before the widespread influence of imported spirits like whisky and gin. Across central, southern, and northeastern India, locally brewed drinks formed an integral part of social and cultural practices.
However, the book also examines the impact of colonial influence, which led to the gradual decline of native spirits. Many indigenous brews were pushed to the margins—often labelled inferior or illegal—while Western alcohol emerged as a marker of status and sophistication. This transition not only reshaped consumption patterns but also distanced generations from India’s own drinking traditions.
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Madira positions itself within a broader revival currently unfolding across India’s alco-beverage landscape. As highlighted in the report, a new wave of bartenders and consumers is rediscovering local ingredients such as kokum, jaggery, gondhoraj lime, and tulsi, incorporating them into contemporary cocktails that reflect a distinctly Indian identity.
What distinguishes the book is its narrative-driven approach. Each cocktail is paired with a story drawn from everyday experiences, regional traditions, and personal journeys—making it both a cultural exploration and a practical mixology guide. Rather than functioning as a conventional recipe book, it offers a deeper perspective on how beverages can represent history, place, and emotion.
At a time when India’s alco-beverage industry is witnessing rapid premiumisation and growing interest in craft and local products, Madira aligns with the broader movement of reclaiming indigenous flavours. It highlights how Indian spirits, once overlooked, are now being reinterpreted and presented in modern formats across bars and hospitality spaces.
By combining storytelling with mixology, Shastry’s work reinforces a central idea: India’s drinking culture is not being newly created, but rediscovered and reimagined for a contemporary audience.
Buy the book: Madira: India’s Forgotten Spirits and Cocktail Revival
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