The consumption of Feni has declined dramatically amongst the younger population. However there are trends emerging of a possible revival in the popularity of this drink. Mac Vaz, the president of the Cashew Feni Distillers and Bottlers Association spoke with Ajit John about the problems facing cashew feni producers and the plans in the offing on the sideliens of the Coconut and Cashew Festival 2015.
HERALD: Let us start with a rather global question, could you tell us what exactly is happening in the industry?
MAC VAZ: There are two vertical’s as I would like to put it. In the rest of the country the consumer is rekindling their belief in the potential of feni. In something that is ethnic and traditional which is becoming more popular. We, it should be highlighted are here to protect the brand equity of Goa. We are here to respect our assets and it is sad that some respect it only when the west does so too. Today there is a need to ensure that quality control is maintained. When tourists come to Goa and ask for a specific brand of feni as something to remember Goa by, there are shopkeepers who try to push another product which may not have followed the necessary process. They are in essence trying to kill the goose that laid the golden egg. They have to be tackled by the excise department and FDA. Goa is the land of feni and harmony. Just as harmony needs protection and promotion, so does feni which could as I mentioned earlier could be destroyed by a few people. As far as the second vertical goes ie in the state, it is still popular in certain pockets and sections of society. A lot of feni is sold un-bottled and just 40% is bottled. The backbone of the industry is the tavern owners and distillers. There was talk of removing the sharp aroma of Feni , it is the easiest thing to remove but doing that would be like straight jilebee which should be round. We would be destroying it.
HERALD: What is being done to boost interest in this product that is unique to Goa?
MV: The tourism department is now walking the walk. It has begun to showcase feni as one of the jewels in the crown so to speak. Today we are doing what Sri Lanka tourism has done with arrack which is bottled and sold in duty free. At a global level a brand coming out of India has a certain pull factor which is very interesting. Big Boss our feni is made in Goa and exported to the world from India. Feni is now being exported to the USA, the gulf, Australia and Macau, Canada and New Zealand. For example as far as we are concerned if we make say a 1000 odd cases a month, demand is always greater than supply. For our new offering Lembranca which was recently launched we have received orders from the US.
HERALD: Why is cashew feni is more popular than coconut feni?
MV: Well it is a pertinent question. The green belts in Goa are dwindling and there is a drop in the number of toddy tappers and in fact today as a livelihood it is not considered viable. For every ten cases sold, seven are of cashew feni and the remaining three are coconut. I would not be able to give you a definitive answer but perhaps maybe it is in the taste buds. Today there are 3500 distillers in the state and a majority look at cashew feni because of the easy availability of the fruit.
HERALD: What are the challenges you face in expanding the reach of your product?
MV: As far as India is concerned, we can only go to Daman. Our product has a peculiar perception problem. Several states in the country are reluctant to take a alcoholic beverage commonly termed as country liquor. It is a long road ahead. We are working with the state government. Remember we are a minuscule part of the very large alcohol industry and we have to find our feet.
HERALD: Why has urrak as a drink not been branded and promoted?
MV: It is perceived as a summer drink and we bottle a few and send it to the Goan Diaspora
HERALD: What are you doing to increase the consumption of feni in the state?
MV: There are standalone bars, restaurants and of course taverns that serve feni. Now there are cocktails and moctails with feni which make them very popular with the younger generation. They are willing to look at it when presented in such an interesting style. Then of course there are the resorts where both domestic and international tourists stay and are interested in tasting the local fare. I have to say our biggest ambassadors are the bar men at the resorts.
