Learn how to get drunk
Tulleeho conducts wine, spirit and beer appreciation workshops and courses
Tulleeho conducts wine, spirit and beer appreciation workshops and courses
Can teaching people to drink the right liquor can become a business? Vikram Achanta founded Tulleeho in the year 2000. It teaches people to drink the right liquor. India’s alcohol industry is the third largest in the world with a value of $35 billion.
By 20222 India’s alcohol industry will expand to expand 25 percent to 2.92 trillion rupees ($41 billion). The industry is divided into three categories: Indian Manufactured Foreign Liquor (IMFL), beer, and homemade liquor. India has about 65crore people, who are of drinking age. India has seen explosive growth (7% commanded annual growth rate) of home-made brands such as Bira and Radico Khaitan ( a billion dollar brand). Perception of the liquor has changed. With more people drinking the liquor and more brands than before, industry requires experts, who can simplify and help understand the complex world of liquor. This is where Tullehoo comes into the picture.
Tullehoo, which means getting drunk, caters to this growing market. It offers three programs. One, education, where it helps liquor brands (Beer Star training program) with spreading awareness and appreciation. Two, consulting, where it helps brands (Pernord Ricard), restaurants (Barbeque Nation), bars (Gymkhana Club) and pubs (fresh brew pub) with marketing, design, and product development. Three, experiences, where it organises and hosts events (cocktail competition) and experiences (wine tasting and dinner)for the brands.
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