Hanami, the Japanese tradition of cherry blossom viewing, is influencing new trends in the food and beverage space in India, with a growing focus on seasonality and limited-time experiences. The practice, centred on the brief blooming of sakura each spring, highlights the idea of enjoying things at their peak before they fade.
This philosophy is closely tied to shun, a Japanese concept that emphasises consuming ingredients at their seasonal best. In the spirits category, this has translated into a more considered approach to sourcing and production.
Japanese gin brand Roku Gin reflects this approach through its use of six botanicals sourced across different seasons, including sakura flower and leaf, yuzu peel, sansho pepper and Japanese teas. Its aim is to create a balanced flavour profile that brings together multiple seasonal elements.
A limited variant, the Roku Sakura Bloom Edition, draws directly from the Hanami period. It offers a lighter profile, with floral notes and a subtle salinity, and is positioned as a seasonal expression. Both variants are produced by distilling botanicals separately before blending them, a process designed to retain individual flavours while ensuring balance.
The theme of seasonality is also being extended through experiences. “Come Alive,” a series of events held in Delhi, Mumbai and Bengaluru, presents a contemporary take on Hanami by combining cocktails, seasonal ingredients and curated settings.
The format reflects a broader shift towards experiential offerings in urban markets, where consumers are increasingly engaging with limited-time and theme-based events.