A powerful force in India’s drink landscape: Meet Priyanka Blah
Priyanka Blah
We met face to face at Women in Hospitality, the event hosted by Margarita Sader of Paradiso with their brand sponsors in Barcelona, in May 2024, and now we get to meet again in Berlin at BCB where she is a speaker on the Main Stage on October 15th.
Can you introduce yourself?
My name is Priyanka Blah. I'm the founder of a website called The Dram Attic which features cocktails, bars and bar culture from around the world. I'm also the Academy Chair representing South Asia with the World’s 50 Best Bars, a freelance spirits consultant, consulting on strategy and marketing, and a hospitality coach and mentor.
Where do you live currently?
I live in Bangalore India.
Have you ever lived in another country? I have not lived in another country; but I would love to retire in the mountains somewhere.
How many years have you been in this field?
Thats a tricky question, it’s such a grey area because I don’t know at what point my hobby as a consumer became an actual career, but I'd say, give or take 12 /13 years.
A pensive side to Priyanka
And you are a beverage writer, apart from beverages, do you write about other topics?
Does it count that when I was younger I used to write poetry (laughs). No, currently I write about cocktails and spirits, and sometimes hotels and restaurants.
What is something about you that people would find surprising to know?
That I used to be a professional singer-it was an electronica triphop duo with my ex-partner and that I cook! I don’t know why the second one always surprises people!
And would you ever go back to singing?
Now I’m a bit old, so no. But i do love karaoke!
What is your nerdiest quality?
I listen to podcasts about Japanese literature a lot! I'm really into Japanese literature, I’ve read many Japanese authors and I go through about 10 Japanese literature books every year.
Obviously you’ve been to Japan, how many times have you visited?
Six times, each time better than the last.
Do you think you'd ever want to live there for an extended period of time?
I wouldn’t want to move there permanently, I think language may be a problem and I've lost the ability to learn new languages, but yes, I would love to spend longer periods of time there.
Why the fascination was Japanese literature?
I think it’s the way-- and this goes a bit dark-- but the way they view life and death and the way they talk about it. The way they process it is very eye-opening for me and I aspire to be in a place where I can also be that mature about how I view life and death.
Back to something a not quite as strong! How did you choose the name The Dram Attic for your website?
It started because I used to really enjoy drinking whiskey- when I first started drinking it was a way for me to document the different whiskeys that I was trying, especially whenever I would find a new one. The Dram meaning the dram from a dram of whiskey and I thought the Attic was a nice wordplay.
You said your father was instrumental in introducing you to spirits
The first whiskey I ever had was with my father and I think I acquired a taste for whisky because he used to love whisky as well.
What excites you about living in India today?
In terms of the bar scene, it’s extremely vibrant –you can have any type of experience at a bar in India; there are so many bars there… you can have an exclusive cocktail experience at a tiny bar, or a hotel bar, you can go to a dive bar or a pub or a microbrewery, so it’s super exciting right now. Also the fact that bar culture in India is spread across 3 or 4 cities and in every city, while there are similarities, there's also differences in culture. It's nice to see how you view India as a whole but then it's nice to also notice the differences between the cities.
What can people in the Western bar industry learn from India?
Flexibility, because we do have a lot of variables that we have to deal with in India in terms of legislation, availability of products, imports and so on. There is a lot of flexibility and a lot of spontaneity in the way bars in India operate.
You are the Academy Chair for the 50 Best Bars in Asia- this is a huge responsibility; what does this role entail?
I wouldn’t speak officially on behalf of 50 Best, but an Academy Chair’s role is to curate the list of voters that contribute to the academy every year. It involves me hand picking people who I think would make good voters and make good decisions for the awards to happen each edition.
How do you feel you've made a difference as a woman in Asia in the bar industry?
I think it is inspiring for a lot of young women who come into this industry who might not have seen this as a long-term career option. A lot of them used to join the bar industry as a stopgap arrangement and figure out what they were going to do next, but then see that they can actually build a career from this industry. I think that has been the most important contribution I might have made to this generation. Also, just being able to be a voice for the region outside the country. For me it’s a huge opportunity and a privilege, at this event Women in Hospitality here in Barcelona just talking to you who lives in Italy and your readership in a whole other continent. For me to be able to tell my story to an audience outside of India is very important for the region.
Priyanka will be on the main stage at BCB in Berlin
Now you are getting your wish, you get to spread the word on a huge stage- speaking at BCB in Berlin with Yash Bhange and your topic is Pouring History- the Evolution of Indian Hospitality through its Bars from Colonial times to Today, can you give us a little preview of what we can expect?
There are so many preconceived notions about India and in particular, alcohol consumption in India. The objective of this session is to provide some context and give listeners a glimpse into India’s history with bars and alcohol consumption through the decades, the role colonialism might have had, how India drinks today, and why India is an exciting market for brands. Above all, we want to showcase what the world-famous “Indian hospitality” is all about.
Thank you Priyanka, and I cant wait to see you again in Berlin!
Five Rapidfire questions for Priyanka
After Indian whisky, what is your choice from Japanese, Scottish or Irish Whisky? - Scotch all the way
Your favorite dive bar in India? - Dolphins in Bangalore!
Where would you go for a date night in India? - Probably NOT a bar!
If you were to write a book about spirits what would the title be? - The Dram Attic Archives
Your Berlin “must do”? - Grab a beer and enjoy the beautiful parks!
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