BEVERAGE SECTOR
Compiled BY Prashanthi Cooray
DISTILLED FOR THE WORLD
Amal de Silva Wijeyeratne shares invaluable insights on branding, tourism and spirits
Q: How has the perception of arrack evolved over time – and what still needs to happen for it to be recognised as a premium spirit?
A:I have always believed that arrack has all the qualities needed to stand proudly among the world’s finest spirits.
Having worked in England before joining the family business and visited some of the great distilleries there, I saw firsthand how they achieved remarkable results with their whiskies and aged spirits. When I looked at what we were producing in Sri Lanka, I realised we had something just as exceptional – and in some respects, even better.
Arrack is uniquely ours. It is one of the earliest documented spirits in the world, having been mentioned in Marco Polo’s 13th century travelogue Il Milione, while its origins can be traced back more than a thousand years before that. Very few spirits can claim such a rich heritage and that is our greatest strength.
The growing recognition of Sri Lankan arrack reflects this potential. Awards at competitions such as the San Francisco World Spirits Competition, London Spirits Competition, Bartender Spirits Awards and Concours Mondial de Bruxelles have helped showcase the spirit’s quality and heritage to international audiences.
We are also seeing appreciation in markets across Europe and in Asian hubs such as Singapore, where consumers are looking for authentic, premium Asian spirits with a strong story behind them.
For arrack to gain wider international recognition, the focus must remain on premiumisation, consistency and storytelling. But above all, it is the quality and authenticity of the product that will determine its success.
A decade ago, arrack lacked aspirational appeal. Today, perceptions are changing and that gives me great confidence in its future on the world stage.
Q: How important is branding and storytelling in positioning Sri Lankan alcoholic beverages in both local and international markets?
A:Branding and storytelling are rooted in authenticity, and in creating an emotional connection between the audience and product.
You can make the finest product in the world but communicating the passion, craftsmanship and heritage behind it is equally important – especially for Sri Lankan arrack, where many consumers are discovering the category for the first time.
In the premium beverage market, quality alone isn’t enough. Persuading consumers to choose one bottle from a shelf of alternatives depends on everything from the label and packaging to the brand story. The challenge is to make the product internationally relevant while remaining authentic to its origins – that’s what ultimately builds loyalty and long-term value.
Q: So could Sri Lanka’s drinks and hospitality offerings become part of the country’s tourism identity? And if so, how?
A:Without a doubt, yes.
Around the world, many countries are remembered through their drinks – Scotland with whisky, France with wine and Japan with sake. Sri Lanka has a similar opportunity with arrack and its wider hospitality culture.
Today, tourism is about experiences: people want to discover stories, flavours and authenticity. Our drinks sector can play a major role in this by creating experiences around distilleries, curated tastings, premium bars and a cocktail culture rooted in Sri Lankan ingredients.
This is already evident in the work of our bartenders and mixologists, some of whom are internationally sought after, with local establishments featured among the World’s 50 Best Bars.
We must recognise that when a visitor leaves Sri Lanka remembering a beautifully crafted arrack cocktail, the warmth of our hospitality and the story behind the spirit, that experience becomes part of our national identity.
Q: What role does the alcoholic beverages sector play in contributing to government revenue and the broader economy – and how can this contribution be strengthened sustainably?
A:The impact of the sector cuts across agriculture, manufacturing, tourism and employment.
It sustains thousands of livelihoods – from preserving the ancient art of toddy tapping to supporting rural communities that produce traditional clay pots. It also has an important role to play in Sri Lanka’s tourism offering by enhancing the food and beverage experience across hotels, restaurants, bars and events.
It is important to approach growth with intent rather than volume. Rather than introducing products for the sake of it, it’s important to identify gaps in the market and opportunities to enhance the consumer experience, whether through menu customisation, bartender training, or the introduction of premium local mixers, chasers, syrups and sparkling water.
Premium local water and sparkling beverage brands reflect this approach. They introduce higher quality hydration and mixer options that are more commonly seen in developed hospitality markets. The aim is to ensure that Sri Lanka’s beverage experience aligns with the level of quality and sophistication the tourism industry seeks to project.
Strengthening the sector sustainably therefore, requires a shift towards premiumisation, innovation, and investment in skills and quality. When that balance is achieved, the sector will elevate entire value chains across the economy.
