In a bid to popularize feni, the "heritage spirit" of Goa, its promoters are planning to train youths to make them experts in all aspects of this alcoholic beverage.
To be called 'feniliers' (feni experts), they would be on the lines of 'sommeliers' (wine experts).
Feni is a distilled liquor derived from cashew fruit - the outer fruit surrounding the cashew nut.
For promotion, 'feni appreciation' sessions have also been introduced
"The Goa government has given feni a heritage status. So, we felt the need to showcase it in a more professional way, especially in the trade marts across the globe, where Goa's Tourism department takes part," said Mac Vaz, founder president of Cashew Feni Bottlers and Distillers Association.
To make this alcohol more popular, "feni appreciation" sessions have also been introduced, he added.
'Endeavor is to bring feni on par with scotches, whiskeys'
Jaffrey Manuel, a Goa-based youth, has become the first such 'fenilier'.
Manuel will now train others to become professional feni experts, who will operate in hotels, travel marts, events, and private parties, where they will explain the nuances of feni and how it needs to be drunk.
"The endeavor is to bring feni on par with scotches and whiskeys," Vaz said.
Feni has also been granted geographical indication (GI) tag
Taking the efforts further, feni promoters have also brought out a CD to spread information about the drink.
"There was a vacuum of information on the heritage spirit of Goa. The CD, mainly meant for travel and tourism industry, contains a video that's crisp, informative, and entertaining," Vaz said.
Feni has been granted geographical indication (GI) tag, which gives local producers exclusive brand protection.