‘From high tech to high spirits’

Even as the movie ‘Cocktail’ continues to soar high on the charts, because it is a ‘mix and match’ romantic story, here is different ‘cocktail’ inspired story on how a man set aside his IIT engineering knowledge to chase his passion for cocktails and swapped a high tech career for a highly spirited venture.

Even as the movie ‘Cocktail’ continues to soar high on the charts, because it is a ‘mix and match’ romantic story, here is different ‘cocktail’ inspired story on how a man set aside his IIT engineering knowledge to chase his passion for cocktails and swapped a high tech career for a highly spirited venture.

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Desmond Nazareth, an alumnus of IIT Madras and a Master’s in Film and TV production/Computer Science from the US, is a man of many interests. Known as an amateur mixologist in Philadelphia, he was looking to fill his bar on his return to Mumbai in 2000 but had difficulty doing so because of the cost and availability issues. This was when he set off on a path less travelled – ultimately leading to launching in April 2011 of a high-end Indian alcoholic beverage brand, ‘Desmondji.’

“I used to wonder why Tequila is produced in just Mexico. After considerable research I realised that blue Agave plant from Mexico was all around me in India and this was when the proverbial bulb lit up.”

The funding for the micro-distillery site in rural Andhra Pradesh was raised from a group of international angel investors, many from IITs and IIMs, he said, adding, “it was done during the global economic downturn.”

“We produce Asia’s first premium, affordable, easy-to-make alcoholic Margarita and Blue Margarita blends, as well as 100% Agave and 51% Agave spirits.” The margarita blends need only fresh lime juice and ice. “You can also add fruit juices to the blends to make inexpensive but classy margaritas.”

All DesmondJi products are competitively priced, with most being around Rs. 500 per 750ml bottle in Goa.

The latest DesmondJi products are two premium liqueurs, Orange and Blue Curaçao, using Nagpur oranges,. “These oranges have a distinct and pleasant sensory character. Their essential oils are blended with superior triple distilled grain spirit and a high grade of sugar. The cocktail-friendly liqueurs are strong at 37.1% alcohol by volume, close to the imported French liqueur, Cointreau.”