India finds the Ultimate Bartender Paramveer Singh wins the Ultimate Bartender Championship by Monkey Shoulder 

Monkey Shoulder, a scotch for the new generation of whisky aficionados, brings the ‘Ultimate Bartender Championship’ to India.  This competition journeyed across the country challenging bartending ‘skills that pay the bills.’

The India leg of the Championship, which began in Kolkata moved on to the cities of Hyderabad, Goa, Mumbai, Bengaluru, Gurgaon and Delhi. This year, the competition had participation from over 250contestants tested on their unique techniques, insights, speed and skills behind the bar. Bartenders got a chance to showcase bartending skills of industry knowledge, hospitality, pouring, nosing and stocktaking

Paramveer Singh won the India Grand Finale of the Ultimate Bartender Championship by Monkey Shoulder held at Paparazzi, New Delhi today. The event was hosted by Joe Petch; Monkey Shoulder’s Global Brand Ambassador. The competition brought together the most talented bartenders of India with a showcase of their prowess and art of bartending. Commenting on his win Paramveer Singh said, “I’m very excited to win this prestigious industry competition, especially when you have the best of the best from the industry to compete with! This is such an extra-ordinary initiative by Monkey Shoulder to get the most talented bartenders of the country to test their skills in this Grand Finale of Ultimate Bartender Championship in India.”  

As the national winner of the grand finale, Paramveer has gained a coveted place in the world’s most prestigious Cocktail event, Tales of the Cocktail, at New Orleans with an all expenses paid trip. The two runners up, Chirag Pal and Jitender Singh will go to Camp Monkey to be held at Seville, Spain for an education and engagement program by Monkey Shoulder.

Commenting on this championship, Shweta Jain, India Marketing Head at William Grant & Sons said, “Monkey Shoulder’s Ultimate Bartender Championship is a one of a kind platform for developing new age bartenders of today around the globe. Today, we saw a high-energy event, which has lifted all the bartending parameters! We are very excited with the success of the India season 2017 to celebrate this extra ordinary skill. For Monkey Shoulder, the bartender is at the center of a great drinking experience as it’s a 100% malt whisky made for mixing.

Joe Petch, Global Brand Ambassador, Monkey Shoulder further said, “Monkey Shoulder’s UBC is THE ‘Ultimate Bartending Championship’. It’s a global bartender competition that recognizes the day-to-day ‘Skills that Pay the Bills’. It’s a competition designed by bartenders for bartenders… Today we witnessed the highest level of bartending in India & can’t wait to see what happens next year! “

About Monkey Shoulder

Monkey Shoulder is produced by William Grant & Sons, an independent family-owned distiller headquartered in the United Kingdom and founded by William Grant in 1887. 
Today, the global premium spirits company is run by the fifth generation of his family and distils some of the world’s leading brands of Scotch whisky, including the world’s most awarded single malt Glenfiddich®, The Balvenie® range of handcrafted single malts and the world’s third-largest blended Scotch, Grant’s as well as other iconic spirits brands such as Hendrick’s Gin, and Sailor Jerry, and Tullamore DEW Irish Whiskey. 



The iconic and world’s #1 naturally carbonated water – Perrier, will be available in India and be officially distributed exclusively by Hindustan Liquids PVT. Ltd. by late 2016. The brand will be available in the entire major Metropolis encompassing Mumbai, New Delhi, Hyderabad, Chennai, Bangalore, Kolkata and the tourist state of Goa. The initial launch phase will be supported by brand ambassadors and channel activation teams working with Arijit Bose, accredited as the Top 25 Bartender in Drinks World Asia and founder of the Bar Back Collective.

Vikram Dhall, Managing Director of Hindustan Liquids commented “The addition of Perrier to the Hindustan Liquids portfolio of brands demonstrates the capability of the business to  help global brands secure license agreements in India and, more importantly, the strategic and operational infrastructure to grow such iconic brands with a sustainable and responsible footprint. We are delighted to be partnering with Nestle Waters and the team at Bar Back Collective to help grow the Perrier brand throughout India”.

 The demand strategy is to focus on securing distribution in all the leading hotels, restaurants and cafés in the major Metropolis and communicating the ‘extraordinary’ values of Perrier. Dhall commented: “We have recently agreed several major Perrier listings with Taj Hotels Resorts and Palaces with 100 hotels and 62 locations throughout India and New Delhi based hotel company Oberoi, which operates over 30 luxury hotels in India; this is in addition to already supplying Marriott, Hilton, Leela & ITC group of hotels.

 Bharat Thakrar, Co-Founder of Hindustan Liquids added “Perrier is a global icon in the world of premium naturally carbonated water and innovation in the category is part of the Perrier DNA. The classic Perrier glass bottle is a core part of the Hindustan Liquids portfolio, in addition, we are delighted to be launching the new slim can variety towards the end of the year; this provides the on- trade and off-trade with endless possibilities to drive 24 hour consumption of Perrier”.

 Planned for late 2016 is a major brand awareness campaign including outdoor, experiential and Perrier pop-up café’s all designed to engage consumers on how to enjoy Perrier throughout the day based on a range of signature serves, from healthy thirst quenching drinks that wake you up to more sophisticated non-alcoholic cocktails. Dhall comments, “Working with partners like Natures Basket, we are making Perrier more accessible to consumers who are looking for premium water brands.


 Perrier the World’s #1 naturally carbonated water, present in more than 140 countries, started its adventure in 1863 when Napoleon III published a decree granting the right to operate the natural spring. Recognized globally for the quality of its taste and the refreshing sensations that it provokes with the strength of its bubbles. Perrier has only one brand promise: ‘to be the ultimate refreshment and sensorial stimulation for intense pleasure moments’.

Perrier can be enjoyed by itself, however mixologists around the world have been using Perrier for more than 70 years due to its high quality composition; it has zero calories and naturally big intense bubbles, this along with its low mineral content preserves the original flavor of the drink.

Throughout its history…its advertising campaigns, its innovations and its collaborations with people such as Andy Warhol, have made Perrier a global icon. It remains one of the most legendary brands of our time. A drink with an inimitable DNA and offbeat nature, always meant to travel worldwide.




 Hindustan Liquids is a strategic investment partnership that integrates unrivalled strategic capability in developing emerging markets throughout Asia. We have exclusive distribution agreements for premium brands in our core market, India, for brands such as Perrier. Our combined expertise in food & beverage, duty free, travel retail and premium off and on-trade makes Hindustan Liquids a leading business in these rapidly growing markets.