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A Taste of Tulleeho

Reshaping India’s Beverage Landscape

Elevating Spirits, Defining Taste in India for 25 Years 

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A spin-off of the colloquial word, ‘Tullee’ (to be tipsy); and the catchphrase Tally-Ho; here’s how one company has single-handedly moulded India’s alco-bev industry, to where it stands today. More than just a consultancy, Tulleeho is India’s premier beverage education and experiences academy. It has shaped beverage perception and immersive learning that has brought the world of spirits to life as we now know it, in the country. Now celebrating 25 years in the business, Tulleeho not only opened doors for enthusiasts but also raised the bar for an entire industry, cultivating a community and setting new standards for excellence. Through a niche focus and network of expertise, combined with 'edutainment' initiatives that artfully combined drinks education with enjoyment, the company unlocked a world of flavours, techniques, and stories.

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What started as a website in 2000 to popularise cocktails and drinks back when alco-bev was an industry prudishly viewed, is now a comprehensive consultancy, driving excellence in the Indian alco-beverage landscape through a knowledge-driven, educational aspect to hands-on beverage training, curated brand experiences, menu consultancy, and so much more. From setting up the Johnnie Walker Bartender Academy and launching the Bacardi Martini Grand Prix in 2006 to promoting global programs such as Maison by Pernod Ricard and nurturing homegrown Indian brands such as Maka Zai Rum and Six Brothers Mahura the company has been at the forefront of India’s alco-bev industry for over two decades. Tulleeho prides itself on its bartender training initiatives which have produced some exceptional talent, including icons such as Rohan Matmary, Jeet Rana, and Mayur Marne to name a few. Our Alumni range from entrepreneurs driving bar culture like Minakshi Singh, Arijit Bose and Tarun Sibal to advocacy leads at major multi-nationals like Rohan Jelkie, Pankaj Arora, Gaurav Sareen and Hemant Mundkur.

With its finger on the pulse of industry trends, Tulleeho offers strategic consulting to help brands enhance their market presence and stay ahead in an ever-evolving sector. Armed with expertise spanning the length and breadth of India’s beverage industry, Tulleeho stands as the definitive partner for all things drinks—be it advisory, execution, or consulting—delivering excellence across the following pillars:

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  • Events: With a repertoire spanning 300 clients, 500 brand partners, and 3,00,000 bar professionals, Tulleeho is the trusted partner for leading brands. From end-to-end strategic and executional support in marquee events such as DIAGEO’s WorldClass Cocktail Competition, Brews & Spirits Expo, and 30BestBarsIndia, Tulleeho brings unmatched expertise to the table. 

  • Trainings and Masterclasses: One of Tulleeho’s sought-after area of expertise includes their bespoke spirit and mixology training modules, curated for brands such as Camikara, Heineken, Longitude 77 and more.   

  • Bar Development and Menu Conceptualisation: Tulleeho brings a unique focus on Indian cocktail-making, combining regional flavours with the science and precision of thematic menu designs to help bar specialists elevate their craft. If you’ve tasted Barfly’s or Lou Lou’s cocktails, you would know! 

  • Entry Strategy: Tulleeho has worked over the years (and continues to do so), with governmental organizations such as Bord Bia (Irish Food Board), UK DBT (Department of Business and Trade), Sopexa, EU and the US Government as also private sector organizations such as Banco Santander, BBPA (British Beer and Pub Association) and DISCUS (Distilled Spirits Council of the United States) in initiatives to build awareness and knowledge about wines, beer and spirits from these countries as well as help facilitate the entry of companies from these markets into India.  

  • Certificate Training Programmes: Delivering as an Approved Programme Provider for the world’s foremost certification courses (WSET Levels for Wines, Spirits, Sake and Beer California Wine Institute Capstone Programs and the Edinburgh Whiskey Academy) for bar/beverage professionals and consumer enthusiasts alike. 2025 sees them launch in conjunction with PCO Hospitality, Klarify an advanced training program for bartenders aiming to upskill and equip them with the latest techniques and technologies.  

  • Experiential Curations: The firm now moves to an experience-led function with the inception of its latest venture, Tulleeho Tequila Club: a one-stop-shop for learning and immersion for Agave enthusiasts in the country. In 2025, Tulleeho also aims to launch its premier travel-led curation, Under the Goan Sun. 

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Over the years, Tulleeho expanded their focus and influence, and was among the minds behind 30BestBarsIndia – the country's most prestigious bar ranking platform. Launched in 2019, the platform aligns with the firm’s mission: to reshape India’s beverage landscape. By recognising the individuals behind the bar, their impact grew – bars across India were raising standards and pushing themselves to get better, year after year. Five years later, India’s mixology scene has evolved rapidly, with growing global acclaim and excitement. Celebrating their 25th year, Tulleeho intends to pursue their mission of uplifting the Indian alco-bev industry to international repute, via two new partner ventures: India Bartender Week and Indian Drinks Retailer Awards, to be launched in 2025. 

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The founder, Vikram Achanta’s motto is to make beverages approachable and fun, for both consumers and industry folk alike. He strives for a future where the alco-bev industry and India’s bars are viewed upon with respect and admiration not just in India but globally.  Published in 2011, the Shaker Sutra: The Tulleeho Book of Cocktails, is an extension of this philosophy, and is one of India’s foremost guides to mixology till date. And now one knows: how a tequila club, a conversation in Delhi over a bottle of Bushmills’, and the country’s best bar menus and cocktail programmes; owe their origins to this name: Tulleeho! 

Highlights and Milestones:

25 Years in The Making

  • 2000: Established up as an online portal for drinks and drinking out. 

  • 2002 – 2008: Pivoted to a Marketing services agency for the drinks industry, conceptualising and executing a range of path-breaking initiatives, including first-ever bartender training programs, bartending competitions and consumer-facing activities, such as cocktail workshops and wine tourism. 

  • 2009: Refocused as a knowledge-centric organisation focused on alco-bev, prioritising formal qualifications. Became an Approved Program Provider for WSET (Wine and Spirits Education Trust) in India.  

  • 2011: Published ‘Shaker Sutra, the Tulleeho Book of Cocktails’, with a second print in 2018.  

  • 2018: Partnered with Brews&Spirits Expo as a Knowledge Partner, pursuing with the role of Consulting Editor for the trade publication. 

  • 2019: Lauded as one of seven global ‘WSET Educator of the Year’, and co-founded 30BestBarsIndia, the country’s premier bar ranking platform 

  • 2023: Published the first edition of What India is Drinking; and executed the India-leg of DIAGEO World Class, the world’s foremost cocktail competition. 

  • 2024: Completed 300 WSET Courses in India and abroad with over 3500 graduates certified by Tulleeho over the years; and established the country’s first agave-focused enthusiast club: Tulleeho Tequila Club. 

  • 2025 and Beyond: Celebrating a quarter of century by launching two mega properties under the Tulleeho banner: India Bartender Week, India’s first and definitive platform for bars and bartenders drawing inspiration from global formats; and Indian Drinks Retailer Awards, to set in stone the pursuit of recognition for alco-bev in India. 

Services:

  • Training: For bartenders, brands, and retail 

  • Education: Certificate programs for wines, spirits, and beer   

  • Approved Program Provider for WSET (Wine and Spirit Education Trust) UK, offering the WSET Level 1, Level 2 and Level 3 courses for Wines, the Level 1, 2 and 3 Qualifications for Spirits, the Level 1 Certification for Sake, and the Level 1 Certification for Beers 

  • Edinburgh Whisky Academy (EWA) courses – Certificate courses in Scotch Whisky, Gin, and Irish Whiskey 

  • Capstone California Wine Program 

  • Workshops, panels, expos, and editorial 

  • Conference partner for the Brews and Spirits Expo 

  • Consulting Editor for Brews and Spirits 

  • Editor for Bar Fly (a digital magazine for the bar community, released by Beam Suntory) 

  • Consultancy:  

  • Recipe and menu development 

  • Bar design  

  • Market research  

  • Digital content curation 

  • Bartender engagement and competitions 

  • Consumer engagement 

Clients: Beer (AB Inbev, Heineken, Bira, The Beer Café, SAB Miller, British Beer and Pub Association), Wine (Moet Hennessy, United Spirits, Sopexa, Veuve Clicquot, Pernod Ricard), Non Alc (Coca Cola, Pepsi, Monin, Parle Agro, Angostura Bitters, Bab Louie Bitters, Mathieu Tesseire), International (UK Department of Business and Trade, European Union, USDA FAS (Foreign Agricultural Service), Bord Bia (Irish Food Board), DISCUS (Distilled Spirits Council of United States), Spirits (Pernod Ricard, Diageo, Beam Suntory, Remy Cointreau, Gruppo Campari, Brown Forman, William Grant and Sons, Bacardi Martini, Paul John, Amrut, Smoke Lab Vodka, etc.) 

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Notable Alumni: Minakshi Singh (Partner Sidecar and Cocktails and Dreams Speakeasy), Tarun Sibal (Co-founder, Titlie, Khi Khi and Bar Fly), Arijit Bose (Co-founder Bar Spirit Forward and Outrigger), Pankaj Arora (South Asia Advocacy Lead for Brown Forman India), Rohan Jelkie (Program Manager, The Blend, for Beam Suntory), Gaurav Sareen (Brand Ambassador for Monkey Shoulder India). 

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