BeeYoung Expands Craft Beer Portfolio with BeeYoung Beyond

Piccadily Agro Industries Limited, the company behind the Indri single malt and Camikara rum, has introduced a new product in its premium liquor portfolio—Cashmir, a small-batch vodka. With this move, the company extends its presence in the ultra-premium spirits segment, diversifying beyond whisky and rum into the vodka category.

Cashmir is produced using heritage Indian winter wheat, which is organic, non-GMO, and non-hybrid. The vodka is distilled seven times to achieve a refined texture and is blended with glacial water sourced from the Kashmir Valley. According to the company, the water used is naturally rich in minerals and contributes to the product's overall profile of purity.

The production of Cashmir is aligned with Piccadily's broader approach to sustainability, featuring ingredients and processes designed to have a minimal environmental footprint. The vodka is being launched in limited quantities and is targeted at discerning consumers in both domestic and select international markets. The alcohol by volume (ABV) is 42.8 percent.

Surrinder Kumar, Master Blender at Piccadily Agro Industries Limited said, “Cashmir Vodka is my heartfelt tribute to the breathtaking land of Kashmir—a place that holds deep personal meaning for me. As a proud Kashmiri, it was important to craft something that not only reflects the purity and beauty of the region but also captures its soul. With Cashmir, we’ve created an ode to the valley’s natural splendour, using its pristine glacial waters and honouring its timeless heritage.”

Praveen Malviya, CEO (IMFL), Piccadily Agro Industries Limited stated, “With Cashmir, we proudly expand our portfolio beyond award-winning single malts and rums into the world of ultra-premium vodka. This is a natural evolution in our journey to place Indian spirits firmly on the global map—defined by quality, authenticity, and innovation. Cashmir embodies the very essence of Indian luxury: rich, refined, and rooted in tradition.”

With the introduction of Cashmir, Piccadily Agro continues to enhance its position within India’s growing premium alcoholic beverages market, catering to evolving consumer preferences for high-end, small-batch spirits.

<p>
   Allied Blenders and Distillers Limited (ABD), India’s largest domestic spirits company by volume, has reported its audited financial results for the fiscal year 2025, posting record figures across key financial indicators. <em><strong>The company continues to consolidate its position in the Indian spirits industry through a focus on premiumization, backward integration, and operational efficiency.</strong></em>
</p>
<p>
   <strong><u>Financial Performance:</u></strong> FY25 and Q4 Highlights<br>
   For FY25, ABD reported an income from operations of Rs 3,541 crore, marking a 6.2 percent increase over the previous year’s Rs 3,334 crore. <em><strong>EBITDA reached Rs 451 crore, an 81.7 percent jump from Rs 248 crore in FY24, while PAT rose significantly to Rs 195 crore compared to Rs 2 crore a year earlier.</strong></em>
</p>
<p>
   In Q4FY25, ABD registered its third consecutive profitable quarter following its IPO in July 2024. Quarterly revenue stood at Rs 935 crore, up 21.4 percent year-on-year. <em><strong>The company posted its highest-ever quarterly EBITDA at Rs 150 crore, a 141.5 percent rise from Rs 62 crore in Q4FY24. PAT for the quarter came in at Rs 79 crore, compared to a net loss of Rs 2 crore in the same period last year.</strong></em>
</p>
<blockquote>
   <p>
       Alok Gupta, Managing Director of ABD said, “<em><strong>We are pleased to report third consecutive quarter of robust performance following our IPO... validating both our strategic direction and its effective execution.</strong></em>”
   </p>
</blockquote>
<p>
   <em><strong>The company’s Board of Directors has proposed a final dividend of Rs 3.6 per equity share (180 percent) for FY25, subject to shareholder approval.</strong></em>
</p>
<p>
   ABD reported significant growth in its premium product segments during Q4FY25, delivering 8.5 million cases—up 20.8 percent from 7.1 million in Q4FY24. <em><strong>The Prestige and Above (P&amp;A) segment now accounts for 42.4 percent of total volume, up from 38.6 percent a year ago. In value terms, P&amp;A contributed 51.6 percent of the business.</strong></em>
</p>
<p>
   <em><strong>ICONiQ White, recognized as the world’s fastest-growing spirits brand in 2023, crossed 5.7 million cases in FY25—a 151 percent increase over FY24.</strong></em> The brand is now available in 24 states and union territories.
</p>
<p>
   In April 2025, ABD launched ABD Maestro Pvt Ltd, a venture in partnership with actor Ranveer Singh, focused on super-premium and luxury spirits. The company also continued to expand its high-end portfolio:
</p>
<ul>
   <li>
       Arthaus Blended Malt Scotch Whisky, launched in late 2024, has expanded beyond Maharashtra to six other states.
   </li>
   <li>
       Zoya Gin, which introduced two new flavors in January 2025, is now present in eight states and UTs.
   </li>
   <li>
       Woodburns Indian Whisky acquisition was completed in January 2025 and is currently available in seven markets.
   </li>
</ul>
<p>
   ABD’s backward integration plans remain on schedule. Its recently acquired ENA distillery in Maharashtra is operating at full capacity. <em><strong>Construction on new PET bottling and malt facilities in Telangana is underway, with completion targeted for Q3FY26 and Q4FY26 respectively.</strong></em>
</p>
<p>
   In Q4FY25, EBITDA rose 25.1 percent over the previous quarter and 141.5 percent year-on-year. EBITDA margin improved to 16.1 percent, compared to 12.3 percent in Q3FY25 and 8.1 percent in Q4FY24. Cost control and a focus on high-margin state-brand mixes were key contributors to this performance.
</p>
<p>
   <em><strong>ABD has partnered with CRISIL Ltd to strengthen its governance framework through a Governance and Value Creation (GVC) assessment aimed at aligning with global best practices.</strong></em>
</p>
<p>
   The company also sees growth potential from the India-UK Free Trade Agreement, which could reduce import duties on bulk scotch. This is expected to enhance margins and support the growth of ABD’s super-premium and luxury portfolio.
</p>
<p>
   In FY25, ABD expanded its exports footprint to 23 countries from 14 in FY24. <em><strong>ICONiQ White is now available in five international markets, while Zoya Gin is set to launch in the UAE in Q1FY26. ABD has also secured approvals to export to Canada and the EU.</strong></em>
</p>
<p>
   ABD received five awards at the INDSPIRIT Awards 2025, including Company of the Year. Arthaus Blended Malt Scotch Whisky won three awards, while Zoya Special Batch Watermelon Gin was named Best Flavoured Gin.
</p>
<p>
   At the 2025 Icons of Spirits Awards, ABD was highly commended as 'Distiller of the Year' and Arthaus was named 'Winner - Editors Pick India.'
</p>

Indian whisky brand SOORAHI, developed by Uppal Brewers and Distillers Pvt. Ltd. (UBD), has announced the onboarding of Ankur Chawla as its Brand Evangelist. This move aligns with the company's strategy to strengthen its presence in the food and beverage industry and increase engagement with consumers through hospitality-led initiatives.

Chawla, a known name in the Indian F&B sector, brings years of experience from the hotel and beverage industry. His association with SOORAHI is expected to support brand-building efforts, particularly through industry training and curated experiences. “We are excited to have Ankur Chawla join us as Brand Evangelist. Ankur’s journey of self-exploration embracing new cultures and experiences makes him a natural fit for SOORAHI,” said Ankur Sachdeva, CEO of UBD.

As part of the collaboration, Chawla will conduct skill development and tasting sessions tailored for bartenders, service staff, and hospitality professionals. These sessions will begin in Delhi and are intended to strengthen SOORAHI’s engagement with frontline staff in key hospitality outlets, creating a link between its retail availability and consumer experience.

Additionally, Chawla will design SOORAHI Signature Serves and Cocktails that take inspiration from various Indian climate zones. His role includes participation in curated tasting sessions and brand events aimed at reinforcing the company’s focus on cultural storytelling.

Ankur Chawla said, “This partnership is a reflection of my own passion for travel and the joy of connecting with people from diverse backgrounds. With SOORAHI, we’re not just sharing another new whisky to the connoisseur; we’re in quest to create experiences that celebrate the beauty of exploration and culture.”

Kanhav Uppal, Co-Owner, UBD added, “Ankur’s experience of working with top hotel brands adds to his expertise in curating experiences that resonate with people, which will play a key role in bringing our vision to life, connecting with both the F&B community and whisky lovers across the region.”

SOORAHI, which derives its name from the words Soo (good) and Raahi (traveller), positions itself around the theme of exploration and shared experiences. The collaboration aims to further embed this ethos into consumer touchpoints through its outreach in both retail and hospitality formats.

Radico Khaitan Ltd known for brands such as Rampur single malt and Jaisalmer gin, is intensifying its focus on the luxury spirits segment in the current fiscal year, building on strong volume growth across both premium and mass-market offerings.

According to Managing Director Abhishek Khaitan, the company plans to introduce two luxury products in FY26—across brown and white spirits—aimed at both domestic and international markets. This follows the March launch of its luxury liqueur, Ankahi.

“We will enter the super-premium whisky segment within the first half of the year in these high-growth categories, which will continue our premiumisation journey. Our craft luxury gin, Jaisalmer, now has 50 percent of the market share in its category and Rampur single malt, similarly, is also doing very well," said Khaitan. 

In FY25, Radico Khaitan sold 31.36 million cases of Indian-made foreign liquor (IMFL), marking a 9.2 percent increase over the 28.7 million cases sold in FY24, as per its stock exchange filing.

The company’s luxury portfolio—priced from Rs 4,000 to Rs 5 lakh per bottle—contributed Rs 340 crore in revenue for FY25. The target for FY26 is a 30 percent growth in this segment to reach Rs 500 crore.

“The luxury is a segment where a lot of Indian companies aspired to be. In 2016, we first launched our single malt range and we're seeing the returns of that now, about 7-8 years later,” said Khaitan. 

Radico Khaitan also rolled out 8PM Premium Black, a grain-blended Indian whisky, as part of its broader premiumisation strategy. Two additional luxury brands, currently in the pipeline, have been under development for two years.

In FY25, the company’s consolidated revenue rose 10.4 percent to Rs 17,098.5 crore, compared to Rs 15,483.9 crore in FY24. Net profit increased 31.86 percent year-on-year to Rs 345.61 crore.

The company's higher-priced “prestige and above” brands contributed 13 million cases, representing a 15.5 percent rise, and accounted for nearly 70 percent of the company’s total liquor sales value. During the January–March quarter, Radico Khaitan posted its highest-ever quarterly volume at 9.15 million cases, up almost 28 percent year-on-year.

Khaitan stated that this trend is expected to continue. “In the last five years, we have surpassed the industry and have grown higher than it. We feel the trend will continue and we will grow our ‘prestige and above’ segment by 15 percent or more in FY26. Volumes in the regular range have come back, and this will grow 12-14 percent as well, as cost pressures on grains, etc., are easing. Our luxury business will lead the charge at 30 percent," he said.

Industry-wide, the alco-bev sector grew 8–10 percent in FY25, supported by steady demand and consumer shift toward premium offerings, according to Icra Ltd. Operational margins remained stable at 12–13 percent, helped by lower packaging costs, despite cost pressures from grain prices.

India’s alcoholic beverage sector has witnessed substantial transformation over the past two decades, and at the forefront of this change is Sonal C Holland, the country’s first and only Master of Wine. Her presence has helped shape India’s wine and spirits landscape into a recognised industry with growing international relevance.

Unlike most in the global wine fraternity, Holland did not enter the sector with inherited expertise or cultural familiarity with wine. Her professional beginnings were in the corporate sector, where she worked as the National Head of Sales for a NASDAQ-listed Fortune 500 company. Despite career success and financial stability, she chose to exit the corporate world in search of a more meaningful pursuit. That decision led her to an emerging market segment—India’s underdeveloped wine industry.

At age 33, Holland began navigating the complexities of this new field. With minimal industry infrastructure and mentorship within the country, she pursued formal qualifications abroad. She relocated to London to study at the Wine and Spirit Education Trust (WSET), completing the Diploma in Wines and Spirits. Her pursuit of the globally recognised Master of Wine title spanned six years, during which she balanced professional ambitions with personal responsibilities, including extended time away from her young daughter.

In 2016, Holland earned the title of Master of Wine, becoming the first Indian to achieve the distinction. Fewer than 500 individuals globally hold this qualification. Her success marked a significant moment for India’s alcobev industry and created a new benchmark for aspiring professionals.

Holland’s influence spans across wine, beer, sake, and spirits. She holds advanced certifications in each of these categories and remains active as a consultant, educator, and industry spokesperson. Her contributions have been formally recognised with accolades such as the Outstanding Alumni Award by WSET in partnership with JancisRobinson.com (2024) and the Gérard Basset Prize – Ambassador of the Year (2024).

Beyond her personal milestones, Holland has worked to institutionalise wine and spirits education in India. She established the Sonal Holland Academy, which offers training and certification in alcoholic beverage education. Through Sohowines Consulting, she supports global wine brands in entering and scaling operations within India. She is also the founder of the India Wines and Spirits Awards, a professional blind-tasting competition aimed at setting standards and benchmarks within the sector.

In addition to her offline work, Holland is a significant voice in the alcobev space on digital platforms. With over a million followers on Instagram, she ranks among the most followed alcohol experts in India. She frequently represents the country in global wine forums, advocating for Indian professionals, products, and consumers to be included in the international conversation.

Her commitment to education and moderation continues to shape Indian consumer behaviour. Holland remains a key figure in India’s hospitality and alcobev industries, focusing on elevating local standards to meet global expectations.

Radiant Manufacturers, a long-standing alco-beverage company based in Northeast India, has introduced Infamous Whisky—a new product that challenges traditional norms of whisky blending and maturation. This launch marks a significant shift in the company’s strategy to position Indian whisky as a serious contender on the global stage.

Infamous is developed through an atypical process that brings together rare malt and grain Scotch from the Scottish Highlands and pairs it with Indian single malts and spirits. The whisky undergoes further maturation in ex-bourbon casks from Jack Daniel’s, Tennessee, and Oloroso sherry casks from Europe. This dual-cask maturation technique results in a distinctive taste profile shaped by diverse origins and processes.

The whisky blend consists of three main components:

• Two 3-year-old and one 5-year-old Scotch malts from Angus Dundee, Scotland
• A 7-year-old copper-pot-distilled Indian single malt from Jammu, produced by Dewan’s
• A 7-year-old continuous column-distilled corn spirit from Assam, created by Radiant Manufacturers

This combination makes Infamous the first whisky globally to further mature Scotch malt blends in both American and European barrels alongside Indian spirits.

Vicky Chand, Director at Radiant Manufacturers stated, “We are just exploring the vast landscape of whiskies through various spirits, origin, casks, and blends. Infamous is going to be a three-part series with Rebel, followed by Renegade, and last Rogue.”

The branding of Infamous reflects the identity of Northeast India, often referred to as the ‘Wild Wild East.’ The design incorporates a rugged aesthetic that aligns with the regional spirit and cultural elements, while also targeting a global audience.

Infamous represents a strategic milestone for Radiant, aligning with its broader goal to create globally relevant spirits using Indian craftsmanship. The company intends to expand the Infamous range with innovative blends, new mashes, and cross-border collaborations that challenge conventional whisky production practices.
 

Himmaleh Spirits, the craft distillery known for Kumaon and I and Bandarful, has introduced Neoli Himalayan Rum, positioning it as the world’s first white pure single Himalayan Agricole-style rum. Distilled in small batches in the Kumaon region, the new product represents the company’s move into terroir-specific rum production in India.

Unlike traditional rums made from molasses or jaggery, Neoli is created entirely from fresh sugarcane juice and distilled in a Double Retort Pot Still—a first in India. The spirit undergoes spontaneous fermentation and is bottled at 49 percent ABV, designed for both sipping and cocktail use.

“Neoli embodies our commitment to purity, sustainability, and craftsmanship. Every bottle carries the story of Kumaon, from the sugarcane farmers who nurture the fields to the distillers who bring their expertise to every batch. We’re thrilled to finally share this incredible product with the world,” said Samarth Prasad, Co-Founder of Himmaleh Spirits.

The product emphasizes a “farm-to-bottle” approach and leans on the natural characteristics of the Kumaon region, known for its high-altitude climate, mineral-rich soil, and clean water. These conditions contribute to the sugarcane’s quality and are intended to influence the rum’s final profile—marked by vanilla notes and a clean sugarcane finish.

Inspired by the Nyoli bird, or Great Indian Barbet, Neoli aims to reflect the rhythm and purity of its Himalayan origin. The founders position the rum not just as a product, but as a representation of the region’s environment and its people.

Ansh Khanna, Co-Founder of Himmaleh Spirits said, “India’s rum industry is at an inflection point, with consumers seeking quality, authenticity, and provenance in their spirits. Neoli is not just another rum—it’s an elevation of the category. By embracing the Agricole tradition and harnessing Kumaon’s natural bounty, we are introducing a spirit that is pure, distinctive, and crafted to redefine the rum experience in India and beyond.”

Sustainability plays a central role in Neoli’s development. Himmaleh Spirits works directly with local farmers and artisans, promoting ethical sourcing and traceability across the supply chain. This includes sustainable agriculture practices and responsible production processes. Neoli Himalayan Rum is currently available in select markets across India, with the company planning international distribution in the near future.
 

Uppal Brewers and Distillers Pvt Ltd has extended the footprint of its premium Indian whisky, SOORAHI, into Punjab, following its earlier launch in Delhi this year. The brand has now entered five major cities—Ludhiana, Mohali, Patiala, Jalandhar, and Amritsar—as part of its broader strategy to establish a pan-India presence.

Punjab’s evolving consumer base and mature alcohol market made it a critical choice for SOORAHI’s next phase of expansion. The region's growing appetite for premium alcoholic beverages aligns with UBD's product positioning and long-term plans.

“As someone with deep roots in this land, bringing SOORAHI to Punjab is both a personal and professional milestone. The cities we’re entering are rich with tradition, known for their discerning taste and appreciation for fine spirits. With SOORAHI, we’ve crafted a whisky that blends heritage with innovation, and this expansion is a reflection of our commitment to creating a premium experience that aligns with the evolving preferences of the Indian consumer. We’re confident SOORAHI will strike a chord with the Punjabi palate, and we’re truly excited for this journey ahead,” said Kanhav Uppal, Co-owner of Uppal Brewers and Distillers Pvt Ltd.

The expansion into Punjab is the second major market entry for the brand and signals UBD’s intent to scale distribution across North India. SOORAHI’s launch strategy is built on tapping into culturally rich and consumption-driven markets.

“The launch of SOORAHI in Punjab marks a key milestone in our mission to bring premium products to every corner of India. Punjab's dynamic market and informed consumers make it the perfect place to launch after Delhi within the Indian geography. We see this as another step in our expansion journey across North India—and we’re ready to deliver at scale, with the same passion and purpose that truly defines SOORAHI,” said Ankur Sachdeva, CEO and Co-Founder of UBD.

SOORAHI’s brand identity—rooted in Hindi words meaning “good” and “traveller”—is designed to reflect themes of exploration and direction. Its visual markers, including a compass and North Star, further reinforce this positioning. The whisky, developed by master blender Prabhat Barik, features a blend with oak, toffee caramel, dried fruits, and a hint of smoke, targeting consumers seeking a nuanced premium offering.

UBD’s launch in Punjab is expected to support its scaling ambitions and strengthen its standing in India’s competitive alcoholic beverages market. With expansion now underway in both Delhi and Punjab, the company is building momentum for broader national visibility in the premium whisky segment.

Piccadily Agro Industries Limited has introduced the Indri Experience Centre, a facility designed to offer visitors an in-depth look at the whisky-making process. Located in Indri, Haryana, the centre provides guided distillery tours, exclusive tastings, and insights into the production of Indri single malt whisky.

The facility features an interactive layout that allows visitors to explore whisky-making techniques, from copper pot still distillation to cask selection and maturation. In addition to whisky-focused experiences, the centre includes a Putting and Chipping Golf Greens area, offering a recreational element for guests.

Shalini Sharma, Head of Marketing at Piccadily Agro Industries Limited said, “Our vision for the Indri Experience Centre was to create an experience that is both immersive and enlightening. Every element of this space has been designed to reflect the passion, precision, and heritage that go into crafting each bottle of Indri single malt. This centre is not just about showcasing our single malt whiskies—it’s about inviting consumers to be part of our story.”

The architecture of the centre draws inspiration from Northern India’s havelis, integrating sustainable design elements. “The Indri Experience Centre blends India’s rich cultural heritage with sustainable design, drawing inspiration from the havelis of Northern India. Centered around a grand courtyard, its compact form features a 20-foot-high Porte-cochère leading to a bar, tasting room, merchandise shop, museum room, offices, and a laboratory,” said Anshuman Khanna, Chief Architect. The structure incorporates reclaimed 19th-century Nanakshahi bricks, double-glazed windows, and solar-reflective tiles to enhance energy efficiency.

Priyanka Singh, Founder and Studio Head at Chalk Studio added, “Exposed brick, blackened steel, and raw concrete reflect the artisanal process of whisky-making, while warm wood, leather seating, and brass accents pay homage to its rich heritage. The centrepiece is a moody whisky lounge, accompanied by an interactive exhibit space and a cigar-inspired relaxation area, all designed to provide an immersive and luxurious journey into the world of Indri single malt whiskies.”

Indri emphasizes transparency in its whisky production, ensuring high-quality ingredients and adherence to traditional distillation techniques. Visitors can observe the whisky-making process firsthand, gaining insight into the craftsmanship behind each bottle.

The Indri Experience Centre aligns with Piccadily Agro Industries' efforts to position India’s whisky industry on a global platform. By combining education, interactive experiences, and traditional production methods, the facility aims to engage both whisky enthusiasts and new consumers, reinforcing Indri’s presence in the single malt segment.

Ochre Spirits launches Saffron Vodka in Goa. The launch of this vodka comes after Ochre Nutty Berry Rum and Peach & Cherry Vodka, which have gained a devoted following due to their artisanal craftsmanship and drinkability. Ochre's goal of reinventing flavorful spirits that don't need sweet mixers and provide a high-end, yet approachable experience is carried out with Saffron Vodka.

Ochre Spirits was established in 2023 with the goal of transforming the conventional spirits' market. It provides a variety of distinctive, flavorful, and painstakingly made artisanal spirits that enhance customers' drinking experiences. Ochre Spirits keeps pushing the limits of what is feasible in the beverage industry, with the audacious objective of becoming an INR 100 Crore brand within the next four years.

By 2032, the Asia-Pacific Flavored Vodka Market is anticipated to have the highest compound annual growth rate (CAGR) because to strong demand in key economies like China, Japan, and India. 60% of the world's millennials live in Asia, and the region's growing cocktail culture is driving up demand for vodka among consumers across a range of regions.

Premium, small-batch craft spirits that highlight natural ingredients, traditional distillation methods, and sustainable practices are currently in the limelight due to shifting consumer preferences. The resurgence of flavored vodka is among the most intriguing emerging trends. Following the trend and gaining popularity among spirits connoisseurs with its strong and tasty craft products, Ochre Spirits is pleased to announce the arrival of its premium variety, Ochre Saffron Vodka, in Goa. This premium vodka, which costs ₹1,450 for 750ml, is blended with the best Kashmiri saffron and a zesty citrus touch, making for a smooth, warm, and vibrantly delightful drink.

"Nutty Berry Rum and Peach & Cherry Vodka proved that consumers want innovative, smooth, and well-balanced spirits. With Saffron Vodka, we’re taking luxury to the next level—infusing the world’s finest Kashmiri saffron with a bright citrus lift to create a vodka that is both indulgent and refreshing. The launch of Ochre Saffron Vodka marks the brand’s continued momentum in the premium spirits space and soon in May 2025, Ochre Spirits are going to unveil the new variant which is a bold and tropical infusion of raw mango, crafted to deliver a smooth yet tangy drinking experience, perfect for Indian palates, Ochre Mango Citron Rum," said John Royerr, Founder of Ochre Spirits. 

India's hospitality and retail sectors are set to witness the launch of AMARA, an artisanal pink vodka from Spaceman Spirits Lab Pvt Ltd, the company behind SAMSARA gin. Positioned in the super-premium category, AMARA is crafted from Bangalore Blue Grapes and rice grains from India’s Deccan Plateau and refined through a five-fold distillation process. It is infused with strawberries, passion fruit, peaches, citrus, rose petals, lotus, and cherry blossoms, giving it a fruit-forward profile and a signature pink hue.

AMARA will compete with global vodka brands known for their smoothness and quality. Spaceman Spirits Lab aims to establish AMARA as a 100,000-case global brand within the next three to five years. Distribution will be facilitated through Tilaknagar Industries (TI), a leading Indian Made Foreign Liquor (IMFL) manufacturer, which will leverage its network to expand AMARA’s presence across India and select international markets through a royalty agreement.

The company’s entry into the vodka segment is backed by market trends. According to IWSR Drinks Market Analysis, India’s vodka consumption grew by 16.5 percent in 2023, with the super-premium category expanding at an annual rate of 19.6 percent from 2022 to 2023. While value vodka accounts for 94 percent of the market, demand for premium and ultra-premium options is increasing.

"India is experiencing a post-COVID drinking renaissance. Consumers are seeking elevated experiences, occasion-driven consumption, unique flavors, and ultra-premium-quality spirits. With AMARA, we’re bringing craftsmanship and innovation into a category that is ripe for disruption," said Aditya Aggarwal, Founder and MD of Spaceman Spirits Lab.

Priced between Rs 2,500 and Rs 4,500 for a 750 ml decanter, AMARA will be introduced in a phased rollout across premium retail stores, high-end bars, and luxury hotels in Goa, Maharashtra, Karnataka, Haryana, Delhi, and Rajasthan. International expansion into Global Travel Retail, UAE, UK, and Singapore is planned for the second half of FY26.

"With AMARA, we’re not just launching a vodka; we’re creating a movement. We want to redefine how vodka is perceived, served, and savored in India. Whether in a luxurious martini, a high-energy cocktail, or a celebratory shot, AMARA brings a new level of elegance to India’s vodka market," said Riddhi Aggarwal, Co-Founder of Spaceman Spirits Lab.

As India’s premium spirits market grows, AMARA’s launch reflects the increasing demand for high-quality vodka in both the domestic and international hospitality sectors.

Radico Khaitan, one of India's largest manufacturers of IMFL, is introducing Ankahi Zaffran Spiced Liqueur, the first in its Ankahi Liqueur series. The product will debut at ProWein 2025 in Düsseldorf, Germany, from March 16 to 18. The company is focusing on expanding its global footprint in the premium spirits market, with shipments beginning in April 2025 across key markets, including the USA, Europe, Asia Pacific, and the Middle East.

The liqueur will be available in 1L bottles for Global Travel Retail and 700ml bottles for the global market. Radico Khaitan aims to strengthen its international presence through strategic distribution in duty-free shops and liquor retailers worldwide.

Abhishek Khaitan, MD of Radico Khaitan said, "Our vision is to take India to the world, showcasing its hidden and forgotten gems to a global audience. Ankahi Zaffran Spiced Liqueur embodies this mission, blending India's rich heritage with the art of liqueur-making. Looking ahead, we plan to introduce two more luxury brands in the first half of fiscal 2026, continuing our journey of innovation.”

Sanjeev Banga, President of International Business at Radico Khaitan added, "At Radico Khaitan, we have always been at the forefront of innovation, redefining the global spirits landscape with products that embody India’s rich heritage and craftsmanship."

The liqueur is crafted with saffron from Kashmir, blended with 21 handpicked herbs, including clove, cardamom, cinnamon, star anise, and coriander. These ingredients contribute to its unique spiced herbal flavor. The company has positioned the product as an authentic representation of India's botanical and distilling heritage.

The bottle design reflects the theme of discovery, inspired by India's untold stories and deep-rooted traditions in herbal distillation.

Tasting Notes

• Nose: Floral saffron aroma with hints of cinnamon, cardamom, and herbal notes.
• Palate: A balance of bold saffron, warm spices, and subtle herbal complexity.
• Finish: Smooth, with lingering saffron and spice, evolving with each sip.

Radico Khaitan has been a key player in India's spirits industry since 1943. The company operates multiple distilleries and 43 bottling units, supplying brands such as Rampur Indian Single Malt, Jaisalmer Indian Craft Gin, Magic Moments Vodka, and Morpheus Brandy. It is also a significant supplier to the Canteen Stores Department (CSD) and exports to over 100 countries.

With the launch of Ankahi Zaffran Spiced Liqueur, Radico Khaitan is reinforcing its commitment to global expansion and product innovation, tapping into the growing market for premium Indian spirits worldwide.

Radico Khaitan Ltd, one of India’s leading IMFL companies, is expanding the reach of Royal Ranthambore Whisky by introducing it in the Canteen Stores Department (CSD). This move strengthens the brand’s position in India’s premium spirits market, reflecting the growing demand for high-end whisky.

Since its launch in 2021, Royal Ranthambore has experienced strong growth, driven by increasing consumer interest in premium Indian spirits. Radico Khaitan has been a key player in the premiumisation trend, with its luxury and semi-luxury brands contributing Rs 100 crore in net sales in Q3 FY25 and Rs 250 crore in 9M FY25. The company expects this to exceed Rs 500 crore in net sales by FY26, supported by strong demand in both domestic and international markets.

Abhishek Khaitan, MD, Radico Khaitan said, "Royal Ranthambore has recorded a strong growth over the last two years, and its entry into CSD will further accelerate this momentum in the future. This expansion aligns with our vision to strengthen our luxury and semi-luxury brand portfolio and cater to evolving consumer preferences.”

Radico Khaitan’s luxury portfolio in CSD has already seen success, with Rampur Indian Single Malt Whisky and Jaisalmer Indian Craft Gin gaining traction. With the blended scotch whisky category in CSD exceeding 10 lakh cases annually, the company aims to secure around 10 percent market share in this segment over the next year.

The introduction of Royal Ranthambore in CSD is expected to increase brand trials and build a wider consumer base. Backed by a structured distribution plan and a focus on quality, Radico Khaitan continues to strengthen its presence in India’s luxury spirits segment.

Raincheck Earth Co., the company behind Cherrapunji Craft Gin, has raised $1.2 million in a Pre-Series A funding round. The investment came from two Japanese investors, along with AngelList India Syndicate, which increased its stake from previous rounds.

This funding marks a key milestone, making Cherrapunji Craft Gin the first alcoholic beverage startup from Northeast India to receive foreign investment. The brand has gained recognition globally, winning 13 international awards since its launch.

Cherrapunji Craft Gin is produced using rainwater and native botanicals from Northeast India, giving it a distinct flavor profile. The brand also emphasizes sustainability with its stainless steel bottle packaging, which has earned design accolades.

With the new capital, Raincheck Earth Co. plans to expand both domestically and internationally, focusing on increasing distribution and visibility. The company also aims to scale production while developing new products that reflect the biodiversity of Northeast India.

Yasuhiro Seo, Partner at TRTL Ventures, one of the Japanese investors said, "We see enormous potential in Cherrapunji Craft Gin due to its unique approach in a crowded market. The team’s deep understanding of today’s global consumer, combined with a strong Indian market presence, makes us confident that this company can become a leading global player in the alco-bev industry."

Mayukh Hazarika, Founder and CEO of Raincheck Earth Co stated, "We are thrilled to receive this investment, which will help us execute our growth plans for Cherrapunji Craft Gin. We’ve seen tremendous demand for our product both in India and abroad, and this funding will allow us to further scale operations, enhance our product offerings, and continue to innovate within the spirits industry. Our goal is to position Cherrapunji Craft Gin as a globally recognized brand that celebrates the unique flavors of Northeast India."

With continued success in international spirits competitions, Cherrapunji Craft Gin is strengthening its presence in the premium spirits market, with plans for further expansion.

Proximo Spirits and Monika Alcobev Limited are set to introduce the Bushmills Irish Whiskey GTR Exclusive Range in India, with availability starting February 14 at GMR Hyderabad Duty Free. The range will also be accessible at duty-free outlets in Delhi and Mumbai.

The Bushmills Global Travel Retail (GTR) exclusive collection includes 10, 12, 15, and 21-year-old single malt whiskeys from the brand’s World Wood Series, a selection of small-batch Irish whiskeys matured in hand-selected casks from different regions. Each whiskey in the series is bottled at 46 percent ABV.

Bushmills World Wood Series Offerings

• Bushmills 10 Year Old: Aged in bourbon and sherry casks before finishing in oloroso sherry butts, this whiskey offers notes of raisins, nuts, honey, and vanilla.
• Bushmills 12 Year Old: Initially matured in bourbon barrels and finished in Pedro Ximénez sherry casks, it features aromas of dried fruit, vanilla, and chocolate, with flavors of espresso, licorice, and spice.
• Bushmills 15 Year Old: Aged in first-fill and second-fill American oak casks, this whiskey has flavors of toasted oak, roasted nuts, and apple spice.
• Bushmills 21 Year Old: Aged for 18 years in bourbon and oloroso sherry casks before a three-year finishing period in first-fill Marsala casks, it offers flavors of ginger, candied fruits, and oak.

In addition to the World Wood Series, Bushmills is introducing the Bushmills Black Bush 80/20 GTR Exclusive, a blended Irish whiskey composed of 80 percent single malt whiskey finished in Pedro Ximénez sherry casks and 20 percent Irish grain whiskey. It features notes of spice, toasted oak, and a lingering finish.

Roy Summers, Head of Global Travel Retail at Proximo Spirits said, “We are delighted to be launching Bushmills across GTR in India, working closely with our colleagues in Monika and GMR Hyderabad Airport Duty Free in Hyderabad, Delhi, and Mumbai. Our travel retail exclusive range of Bushmills single malt Irish whiskeys from the oldest licensed working distillery in the world has been specially designed with the travel retail shopper in mind. We are now offering a range that has something for both whiskey explorers and enthusiasts, and for gifting. We’re excited to bring the Bushmills brand to life in these airport locations.”

Kunal Patel, Managing Director and CEO, Monika Alcobev Limited added, “We are proud to bring the exceptional and exclusive travel retail Bushmills Irish Whiskies range to our customers. This launch is an extension of our commitment to delivering #onlyTheBest and premium experiences for our customers. The GTR Exclusive range underscores our vision of introducing the finest international brands to the Indian market.”

This initiative highlights Bushmills’ expansion in India’s travel retail segment, strengthening its presence in key airport locations.

IHG Hotels and Resorts has signed a management agreement with Hulkul Hotels LLP to develop Holiday Inn Express Bengaluru Lalbagh Road. Expected to open in the first quarter of 2026, the hotel is part of IHG’s strategy to expand in India’s hospitality sector, targeting business and leisure travelers.  

Holiday Inn Express, IHG’s largest and fastest-growing brand, operates more than 3,200 hotels globally. The brand focuses on offering streamlined service and modern accommodations for travelers seeking convenience and efficiency. The Bengaluru property will feature 100 rooms, an all-day dining venue, a fitness center, a business center, meeting facilities, and parking.  

Bengaluru, recognized as India’s technology hub, is home to Fortune 500 companies, IT firms, aerospace and defense organizations, and leading educational institutions. The hotel’s location in the Central Business District (CBD) places it near corporate hubs, government offices, and public sector undertakings, making it a suitable option for corporate travelers.  

Sudeep Jain, Managing Director, South West Asia, IHG Hotels and Resorts said, "We are honored to partner with Hulkul Hotels LLP to launch Holiday Inn Express Bengaluru Lalbagh Road, further strengthening our presence in one of India’s most dynamic and high-growth cities. Bengaluru continues to be a key market for IHG, given its status as a global technology and business hub and its position as the second fastest-growing major metropolis in India. With this latest signing, the Holiday Inn Express brand portfolio now has five hotels in the city, testament to the brand's strategic growth and responsiveness to the sustained demand for modern accommodation. The hotel’s strategic location in the Central Business District will ensure seamless access for business and leisure travelers alike, offering a smart and comfortable stay.”

Sudeep Sathyanarayana from Hulkul Hotels LLP added, "We are pleased to collaborate with IHG Hotels and Resorts to bring Holiday Inn Express to Lalbagh Road, Bengaluru. With IHG’s global expertise and our local market knowledge, we aim to create a world-class hospitality destination that meets the needs of modern travelers. We are confident that the hotel’s prime location, coupled with IHG’s exceptional brand standards, will set new benchmarks for hospitality in the city."

IHG currently operates 46 hotels in India under six brands: Six Senses, InterContinental Hotels and Resorts, Crowne Plaza, voco Hotels, Holiday Inn Resort, and Holiday Inn Express. The company has a pipeline of 58 additional hotels set to open over the next three to five years as part of its expansion strategy in the Indian market.

Allied Blenders and Distillers Limited (ABD), India’s third-largest spirits company, has completed the acquisition of all brands and intellectual property rights from Fullarton Distilleries Private Limited. This move strengthens ABD’s position in the super-premium spirits segment and aligns with its focus on product innovation in India’s craft spirits industry.  

The acquisition includes a portfolio of brands such as Woodburns Contemporary Indian Whisky, Pumori Small Batch Gin, and Segredo Aldeia Rum. By integrating these brands, ABD aims to cater to the increasing demand for premium and luxury spirits in India.  

Woodburns is currently available in six states and union territories, with expansion plans underway for additional markets. Pumori and Segredo Aldeia have built a strong presence in key on-trade markets like Maharashtra and Goa. The acquisition, combined with ABD’s operational scale, is expected to create growth opportunities in the super-premium spirits category.  

Alok Gupta, Managing Director of ABD said, “At ABD, our growth has always been strategic, and the acquisition of Woodburns Contemporary Indian Whisky, Pumori Small Batch Gin, and Segredo Aldeia Rum perfectly embodies this. We recognize that the luxury segment is where we have a right to win, where we can truly add value. Acquiring these brands is a natural next step in our premiumization strategy. This isn’t just an acquisition; it demonstrates our deep understanding of where we can create the most value. This is the future of ABD, and we’re executing this vision with precision.”  

Rajiv Thadani, Founder and Managing Director of Fullarton Distilleries Private Limited, added, “Building Fullarton Distilleries since 2013 has been a journey of passion, dedication, and a commitment to crafting world-class spirits. We’re proud to see these brands move forward with ABD, a company that has the scale, expertise, and vision to take them even further. With their leadership, we are confident that the legacy we’ve built will continue to grow and thrive in the years ahead.”  

This acquisition reinforces ABD’s expansion strategy in India’s spirits market, strengthening its position in the growing super-premium segment.

Uppal Brewers & Distillers (UBD) has announced that they will be launching their first product, SOORAHI Finest Blended Indian Whisky, is scheduled to go on sale in January 2025.

The brand was founded by Ankur Sachdeva, a veteran of the Alco beverage industry, Kanhav Uppal, the Uppal Group, and Manish Uppal, the Chairman and Managing Director of the Uppal Group, with the goal of revolutionizing the premium spirits market.

The business, which is currently only available in Delhi, has ambitious aspirations to expand throughout India and into other markets in the upcoming years. SOORAHI, which costs INR 1700 in Delhi, provides an alluring blend of high quality and affordability.

SOORAHI is the epitome of adventure, expertly fusing the knowledge of an experienced blender with carefully chosen ingredients. SOORAHI, which takes its name from the Hindi terms "soo," which means good, and "rahi," which means traveler, is notable for its ability to blend modern appeal with reverence for history. The name represents the period of exploration and exploration that the Indian alcoholic beverage industry has gone through in recent years. Symbols of direction and aspiration, like a compass and North Star, are also included in the package.

 “This entrepreneurial leap is an exciting challenge. Our focus is on creating brands that resonate with discerning consumers and SOORAHI is our first step. Our vision with SOORAHI is to introduce an Indian whisky that goes beyond expectations while celebrating our cultural roots. This venture denotes a commitment to excellence at every level; be it blending, packaging, or the overall experience. We aim to create a product that resonates with consumers who value quality, elegance, and a sense of pride. SOORAHIis a representation of evolution, discovery, and aspiration for modern India,” said Ankur Sachdeva, CEO and Co-Founder of Uppal Brewers & Distillers (UBD).

The debut of Uppal Brewers & Distillers into the high-end whisky industry comes as Indian customers' need for product that balance authenticity with international standards of quality is increasing. With a whisky that honors sophistication and Indian craftmanship, SOORAHI promises to start a new era for the industry.

Tansen, a fine dining restaurant celebrating the culinary heritage of the North-Western Frontier, has introduced its Winter Limited Edition Cocktail, “Tasneem Hayat,” to mark New Year’s Eve. The handcrafted cocktail, served in a traditional clay pot, combines unique flavors and techniques for a distinct winter experience.
Crafted with a blend of Ardmore Whiskey, blueberry, plum, strawberry, rosemary, orange, and grapefruit peel, the cocktail undergoes a week-long maturation process. This approach enhances the cocktail’s layers of sweet, tangy, and warm notes, resulting in a rich aroma, vibrant color, and intricate taste.

Amar Ohri, Owner of Ohri’s Group, said, “At Tansen, we aim to craft moments that linger in the hearts of our guests long after their visit. With Tasneem Hayat, we’ve reimagined the magic of Indian flavours by infusing them with a modern, artisanal touch that captures the spirit of winter. This cocktail embodies our commitment to innovation and our passion for creating extraordinary dining experiences. As we step into 2025, our vision remains steadfast—bringing people together through exceptional flavours, soulful melodies, and unforgettable memories.”

Neeraj Roy, General Manager of Tansen, added, “Tasneem Hayat is more than a cocktail; it’s a celebration of togetherness and the joy of shared experiences. We wanted to craft something that not only warms the soul but also brings people closer. This winter, Tansen transforms into a sanctuary of warmth and melody, where every sip and every moment are designed to delight. We look forward to continuing our tradition of innovation and hospitality in the New Year.”

Sahil Malhotra, Beverage Operations Manager at Tansen, shared, “With Tasneem Hayat, we’ve created a masterpiece that embodies the richness of winter. Each element of this cocktail has been chosen with care, and the week-long maturation process allows the flavours to come alive in perfect harmony. It’s a drink that speaks of comfort, indulgence, and the joy of the season. We’re thrilled to share this unique creation with our guests as we ring in 2025.”

This limited-edition cocktail is available for a short time, inviting guests to enjoy a warm and flavorful toast to the season.

India Glycols Limited (IGL), a major player in specialty chemicals and regular segment alcoholic beverages, has announced its entry into India’s premium alcoholic beverages market. The company has partnered with Bangalore-based Amrut Distilleries to produce, distribute, and sell select Amrut premium brands across North India, marking a strategic move into higher-end industry segments.

As part of this venture, IGL has signed a brand licensing agreement with Amrut, the well-known producer of premium Indian single malt whiskies, gin, and rum. Under the terms of the agreement, IGL will have the rights to produce, market, and distribute some of Amrut’s top brands, including MaQintosh Whisky, Old Port Rum, Bejoice XO Brandy, and MaQintosh White Label Whisky, specifically targeting the northern Indian market. Each brand brings distinct appeal, with MaQintosh Whisky known for its unique blend and Old Port Rum recognized as one of the largest rum brands globally.

To ensure quality consistency, Amrut will oversee the blend and monitor its accredited vendors’ packaging supplies for IGL. This collaboration aims to maintain Amrut’s quality standards in both product composition and brand presence as IGL promotes the brands across North India.

Raju Vaziraney, Advising President for IMFL at IGL shared, “The objective of this move is to leverage IGL’s strength in the sector at a time when the demand for premium alcobev products is at an all-time high. Through this partnership with Amrut, IGL plans to capture a double-digit market share in the relevant premium segment over the next couple of years.”

India’s alcoholic beverages market is largely driven by brown spirits, with whisky representing over 58 percent of the Indian Made Foreign Liquor (IMFL) consumption. Other brown spirits like rum and brandy hold substantial market shares as well. Vaziraney noted that Amrut’s portfolio aligns with IGL’s entry into this market, stating, “Amrut has all these products in their premium portfolio. Against this backdrop, we chose to associate with the House of Amrut for our premium foray.”

IGL’s facilities in Kashipur, Uttarakhand, and Gorakhpur, Uttar Pradesh, are equipped with advanced distilleries producing Extra Neutral Alcohol (ENA) and supporting the production of IGL’s regular segment brands, including Soulmate Whisky, Amazing Vodka, and Zumba Lemoni Citrus White Rum. Soulmate Whisky alone sold over a million cases last year, reflecting IGL’s strong foothold in the regular segment.

With this new partnership, IGL completes its product portfolio, enabling the company to focus on a wider range of offerings and build a presence in the premium alcohol sector. Vaziraney said, “The agreement with Amrut completes a brands portfolio of IGL. The company will now focus on wider product range and direct resources to make IGL a major player in premium alcobev segment as well.”

Glenmorangie Highland Single Malt Scotch Whisky, part of LVMH, has unveiled its limited edition Azuma Makoto 23 Years Old, marking the first-ever prestige release from Glenmorangie in India. This exclusive whisky will be available only at Delhi Duty Free. To celebrate the launch, Glenmorangie has created an interactive art installation featuring a flora-fauna terrarium, enhancing the travel retail experience with themes of life, earth, air, and energy.

The Azuma Makoto 23 Years Old results from a collaboration between Glenmorangie’s Director of Whisky Creation, Dr. Bill Lumsden, and Japanese botanical artist Azuma Makoto. Dr. Bill’s creation is inspired by their shared love of nature, reflecting complex notes of flowers, rain-soaked moss, and earthy hints. The packaging showcases Makoto's botanical artwork, symbolizing their combined vision.

During a visit to Glenmorangie’s Highland Distillery, Dr. Bill and Azuma were inspired by their surroundings and the Japanese concept of shinra bansho, which encompasses all elements of nature. Dr. Bill envisioned a whisky blending Glenmorangie’s floral character with earthy undertones. He combined Glenmorangie aged in bourbon casks with whisky finished in Chardonnay casks from the Meursault appellation in Burgundy. The result is a whisky with notes of moss, oak, and forest floor, creating a rich and mellow profile.

In his Tokyo studio, Azuma Makoto crafted a botanical sculpture using orchids, roses, and wildflowers from around the world, intertwining them with tree bark, roots, and moss. This sculpture, titled Shinra Bansho, is featured on the whisky’s packaging, reflecting the layered depths of Dr. Bill’s creation.

Dr. Bill Lumsden commented, “Our collaboration with Azuma Makoto is a celebration of nature’s wonder. This 23-year-old single malt, including our first whisky finished in Chardonnay casks from Burgundy, encapsulates nature in all its forms with notes of lemon balm, poached pears, and cocoa powder layered on oaky, earthy tones.”

Azuma Makoto added, “I was honored to partner with Dr. Bill for this celebration of shinra bansho. My sculpture represents my gratitude for nature and the flavors of the Highlands, expressed in Dr. Bill’s whisky.”

Smriti Sekhsaria, Marketing Director at Moët Hennessy India stated, "We are thrilled to bring the rare Glenmorangie Azuma Makoto 23 Years Old to India, exclusively at Delhi Duty Free. This collaboration with Azuma Makoto embodies Glenmorangie’s innovative spirit and pays tribute to nature. We look forward to welcoming whisky enthusiasts and travelers to explore this limited edition.”

The immersive fragrance experience for the launch at Delhi International Airport aims to transform the shopping journey for international travelers, inviting them to explore the whisky’s nuances through touch and scent.

Glenmorangie Azuma Makoto 23 Years Old is available exclusively at travel retail outlets at Delhi International Airport, priced at $1250 / Rs 1,04,690. This limited edition offers whisky connoisseurs a unique opportunity to experience a masterpiece that harmonizes nature and craftsmanship. The bottle will soon be available at select travel retail outlets across the country.

Amidst the rising popularity of rum, Those Good Distillers introduce IDAAYA in India. This premium sipping rum, crafted in the heart of the Himalayas, is anchored in ancient Indian wisdom and tradition.

IDAAYA, a meticulously crafted dark rum, encapsulates India's rich heritage of spirit-making and blends time-honored methods with contemporary techniques. It offers a memorable drinking experience amidst the chaos of everyday life, providing moments of stillness, reflection, and solace.

Shortly after its launch, IDAAYA garnered international acclaim, winning a Double Gold at the International SIP Awards 2024, a Silver award for Rums made in Asia at The Asian Spirit Master 2024, and a Bronze at the International Wine and Spirits Competition 2024 in the aged category.

Karishma Manga Bedi, Founder and CEO of IDAAYA, stated, “IDAAYA strives to capture the essence of discovering a moment of reflection and the spirit of exploration in every bottle. We aim to offer our customers more than just a premium rum; we provide a unique experience that takes them through a doorway of limitless discovery with each sip. By prioritizing quality, authenticity, and innovation, we ensure that every bottle of IDAAYA represents our unwavering commitment to excellence in the spirits industry.”

IDAAYA’s Master Blender, Christopher Armes, commented, "I was particularly intrigued by the idea of fusing Indian traditions to the world of rum that enabled such a layered rum to be born. It's pleasing to have been so quickly appreciated."

Karishma further added, “Over the last few years, we have seen the rum category invigorated with many new modernist players that have helped expand this category. We noticed a gap in the market with no representation from India in the premium segment. It has been our endeavor to showcase the strength of the Indian spirits craft internationally. It has been extremely rewarding to see the recognition that we have received with various awards on the world stage through blind tastings.”

The creation of IDAAYA is inspired by the methodologies of Arthashastra, where ancient scriptures describe a drink made by fermenting and distilling sugarcane juice. The high mountain altitude, crisp cool air, and Himalayan spring water impart a unique character to the rum. The 12-year-old rum, aged in Bourbon casks and blended in a Solera system in Sal wood casks with Indian rum, adds depth of flavor and rich aromas.

This craftsmanship results in a smooth, well-rounded rum with a deep amber color. The nose reveals notes of jaggery, vanilla, and all-spice, while the first sip unravels caramel notes followed by dark chocolate, tropical fruits, dried fruits, all-spice, toasted vanilla, and oak. Each sip peels back layers of mystery, leaving the lingering taste of the Himalayas.

Currently available at duty-free shops in Delhi, Mumbai, and Bangalore, IDAAYA will soon be available in India’s premium restaurants and bars. It is best sipped on its own or with good company, on the rocks, or garnished with a burnt orange twist.

Amidst the resurgence of rum, Those Good Distillers introduce IDAAYA in India, a premium sipping rum rooted in ancient Indian wisdom and crafted in the Himalayas. This meticulously crafted dark rum embodies India's rich heritage of spirit-making, blending traditional methodologies with contemporary techniques to offer a memorable drinking experience. IDAAYA invites moments of stillness and reflection amidst everyday chaos.

Soon after its launch, IDAAYA gained international recognition, winning Double Gold at the International SIP Awards 2024 in Los Angeles. It also secured a Silver award for Rums made in Asia at The Asian Spirit Master 2024 and a Bronze at the International Wine and Spirits Competition 2024 in the aged category, establishing its status as a world-class spirit.

Karishma Manga Bedi, Founder and Chief Everything Officer of IDAAYA, stated, “IDAAYA strives to capture the essence of reflection and exploration in every bottle. We aim to offer more than just a premium rum; we provide a unique experience that opens a doorway of limitless discovery with each sip. By prioritizing quality, authenticity, and innovation, we ensure every bottle represents our commitment to excellence in the spirits industry.”

Master Blender Christopher Armes added, "I was intrigued by fusing Indian traditions with rum, which resulted in such a layered spirit. It's pleasing to have been so quickly appreciated."

Karishma further explained, “The rum category has seen a revitalization with many modernist players expanding this market. Noticing a gap in the premium segment without representation from India, we aimed to showcase the strength of Indian spirits internationally. It has been rewarding to receive recognition and awards on the world stage through blind tastings.”

Inspired by the methodologies of the Arthashastra, IDAAYA is made from the fermentation and distillation of sugarcane juice. The Himalayan mountains contribute to the rum's unique character, with high mountain altitude, crisp air, and spring water enriching its flavor. Aged for 12 years in Bourbon casks and blended in a Solera system in Sal wood casks, IDAAYA offers a deep, rich aroma and flavor profile.

The rum reveals notes of jaggery, vanilla, and all-spice, with caramel, dark chocolate, tropical fruits, and toasted vanilla unfolding with each sip, leaving a lingering taste of the Himalayas.

Currently available at duty-free shops in Delhi, Mumbai, and Bangalore, IDAAYA will soon be accessible in India’s premium restaurants and bars. Best enjoyed on its own or with a burnt orange twist, IDAAYA is a tribute to the art of fine rum-making in India.

Diageo PLC, the world's largest spirits company, is selling a portfolio of 19 lower-end spirits brands, including Seagram's VO whiskey and cinnamon schnapps Goldschlager, to US-based Sazerac for $550 million.

The move comes as part of the company's strategy to trim its portfolio and focus on its premium labels like Johnnie Walker in the United States.

Diageo, which also owns Smirnoff vodka and Guinness stout, has said that it will return the net proceeds of about 340 million pounds to shareholders through a share repurchase.

The sale will reduce Diageo's pre-exceptional earnings per share by 1.9 pence per share in the first full financial year after closing. Among the brands which Diageo is selling are Seagram's VO, Seagram's 83, Seagram's Five Star, Myers's, Parrot Bay, Romana Sambuca, Popov, Yukon Jack, Goldschlager, Stirrings, The Club, Scoresby, Black Haus, Peligroso, Relska, Grind, Piehole, Booth's and John Begg.

Ivan Menezes, Chief Executive of Diageo, said, "The disposal of these brands enables us to have even greater focus on the faster-growing premium and above brands in the U.S. spirits portfolio."

Kathryn Mikells, CFO, Diageo, stated, "The value space has been in secular decline for a number of years, so we see the bigger growth opportunity and focus for our business in premium and above."

Maharashtra government has passed a new resolution which increases the minimum distance between new liquor shops from 200 metres to 1 km. The government also asked existent shops to shift if they want to, but they will have to follow the 1km rule. 

The government's motive is to ensure that liquor shops are spread more evenly. This move will eventually discourage people from ordering liquor on phone or social media.

An excise official said, "If any shop is interested in changing location, they will have to take the shop to such an area where no other shop will be within a kilometre. The existing licences will not suffer, but in case they change their partners and decide to move the shop, such an arrangement of 1,000 meters will have to be followed. However, there is no such criterion for permit rooms or bars."

If the existent liquor stores are taking their shops 1km or more away from another shop, they will have to ensure that they remain at least 50 to 100m away from places like hospitals, educational institutions or religious structures.

According to a report by the World Health Organisation (WHO), per capita alcohol consumption in India has more than doubled from 2005 to 2016.

The consumption of alcohol has risen in the country from 2.4 litres in 2005 to 5.7 litres in 2016. Of the total consumption, 4.2 litres are consumed by men and 1.5 litre by women.

The total per capita alcohol consumption is likely to increase in half of the WHO regions by 2025, with the highest increase expected for South East Asia Region. An increase of 2.2 litres is predicted in India.

The report by the WHO also said that the second-highest increase is projected for the populations of the Western Pacific Region, where the population of China is the largest.  An increase in per capita consumption of 0.9 litres of pure alcohol is expected by 2025.

The harmful use of alcohol is the leading risk factor for population health worldwide. It has a direct impact on many health-related targets of the Sustainable Development Goals (SDGs), including those for maternal and child health, infectious diseases (HIV, viral hepatitis, tuberculosis), non-communicable diseases and mental health, injuries and poisonings.

In 2016, the consumption of alcohol resulted in around 3 million deaths worldwide and 132.6 million disability-adjusted life years (DALYs). Of which, an estimated 2.3 million deaths and 106.5 million DALYs were among men while 0.7 million women died and experienced 26.1 million DALYs.

The Kerala Government has announced a new liquor policy for the state. The state government has decided to reverse the restricted liquor policy of the previous government and allow the re-opening of bars. As per the new policy, the government will allow the bars to function in hotels with three-star status and above. The 5-star hotels are already allowed to open bars. Hotels below 3-star category will be allowed to run beer and wine parlours.

The bars will remain open from 11 am to 11pm. Bars will be allowed to remain open from 10 am to 11pm in tourism centres. Both international and domestic terminals of the airports will be allowed to sell liquor. The permissible age limit for consuming liquor has been increased from 21 to 23.

The new liquor policy will protect the interests of the traditional liquor, toddy. Bars, including the 5-star ones, will be allowed to sell toddy. Toddy Board will be constituted to protect the interests of the industry.

Pinarayi Vijayan, Chief Minister, Kerala, said, "The UDF policy of restricted liquor policy was a failure. It has led to an increase in the demand for drugs. The Supreme Court order on closure of bars and liquor stores on the highways will be implemented."

Sale of liquor in plastic bottles has been banned in Maharashtra with effect from 1st April this year, fearing it might harm the health of consumers, the state government has told the Bombay High Court.

Government Resolution to this effect was issued on 11th January 2016, a pleader representing the state informed the bench headed by Justice V M Kanade which yesterday heard a public interest litigation seeking a ban on sale of liquor in polyethylene terephthalate bottles or plastic bottles, reported PTI.

Accordingly the bench disposed of the PIL filed by Global Enviro Solutions, an NGO, saying that nothing survived in the PIL as the government had banned sale of liquor in plastic bottles. The PIL alleged that plastic material was soluble and migrated into the stored alcohol causing cancer to consumers.

The petition said that no time limit or expiry date was mentioned on the plastic bottles, and added that liquor becomes carcinogenic when stored in plastic bottles. The petitioner produced reports of National Test House, a government lab, to show that antimony (poisonous chemical) increases when liquor was stored in plastic bottles.

Sanjay Gorwardkar and Sadhna Mahashabde, lawyers for Global Enviro Solutions, said that the Centre needs to consider the reports that the petitioners had produced, which point to the dangers of such plastic packaging for liquor.

Milind Sathe, the senior counsel representing bottle manufacturers, argued that Union government has constituted an expert committee comprising scientists to examine the effect of liquor or medicine storage in plastic bottles.

He said that the Centre has already notified draft plastic disposal rules which would take care of the activists' concern about improper disposal.

In the meantime, during the course of hearing of PIL, the petitioner submitted a representation to the state government which issued the GR last month to ban the sale of liquor in plastic bottles.

United Breweries is looking to introduce its malt-based ready-to -drink (RTD) beverage 'Kingfisher Buzz’, which is launched recently in all major cities of the country by this year end.

Currently, Kingfisher Buzz is available in two flavours berry and lychee in Mumbai, Pune and Thane. The company plans to add more flavours to expand its portfolio in the segment, reported PTI.

"In the next few days, we will be launching in Bengaluru and Goa, followed by Delhi. Over the next 12 months, Buzz would be made available across all major cities and towns in India," said Samar Singh Sheikhawat, UBL Senior VP Marketing. Kingfisher Buzz would be in direct competition with Bacardi Breezer, which is a market leader in the segment.

"The introduction of Buzz marks UBL's latest efforts in product innovation, and is an extension of the company's portfolio that caters to even non-beer drinkers. We have launched Buzz with the intention of extending our product portfolio and are expanding our customer base to make a steady impact in the RTD segment," Sheikhawat said.

Over expansion of Buzz in other flavours, Sheikhawat said, "This category demands the introduction of new flavours and we have concrete plans of introducing new variants in the coming months. Our product development team is constantly innovating and we have some exciting flavours in the pipeline.

The estimated market size of RTD is of around two million cases and the segment has an annual growth of around 11-12 per cent.

"Kingfisher Buzz is targeted at urban young men and women, who are above the legal drinking age, and are looking for a differentiated alcobev experience," he said adding that the Buzz's packaging is young and edgy, which makes it ideal go-to drink for our target audience.

RI Bureau 

Founded in 2013, Whiskin Spirits Pvt. Ltd., fine quality alcohol and spirits in India launches Whiskin Craft Whisky, a premium Scotch blended Whisky crafted in India with International flavours.

Whiskin Craft is a confluence of premium Imported Scotch, rich Indian malts and premium grain spirit made via a triple distillation process which lends it a velvety smooth taste. It has natural flavours of toasted dry fruits, honey and dark chocolate leaving a long, lingering taste and a smooth finish, characteristic of Scotch Blended Whisky.

For an international experience, the ingredients of this craft whisky are imported, Scotch from choicest sources in Scotland matured in sherry oak casks; natural flavours from the finest sources in France and crafted together by an expert blender from France.     

Pranav Chawla, JMD, Whiskin Spirits Pvt. Ltd. said, “We are delighted to offer a premium product at an affordable price to discerning customers. Distilled and bottled in India, Whiskin Craft Special Reserve Whisky, has a blend comparable to premium Scotch products. Attention to detail is given at all steps, starting from selection of the right inputs from the wide variety of ingredients, to the ratio of using them and the order and process involved in blending them together to create the desirable and unique tasting whisky which is appreciated by all. Our endeavour is to create a company run by qualified professionals with great emphasis on corporate governance and strong business ethics.”

Whiskin Craft has worked for over one year with an expert blender from France, taking feedback from consumers and connoisseurs of Scotch Whisky brands and going back to the drawing board to create an exceptional blend.

Ashok Chawla, Chairman, Whiskin Spirits Pvt. Ltd. said, “We have observed that there is demand for a product that is of premium quality, consistent in flavours, available easily and value for money. Our new product aims to fill this gap giving our discerning customer quality and an unsurpassed experience. In a space dominated by large international players, we had to ensure that we have the blend, pricing and packaging right to operate in a niche market. We only have to induce the first trial of the product as the repeats would automatically follow.”

Whiskin Spirits introduced its products in the Delhi market in Oct 2014 and has recently launched its products in the states of Haryana and Uttarakhand.

The product is available in three pack sizes 750 ml, 375 ml and 180 ml and is priced at a convenient Rs. 500 (750ml), Rs. 250 (375ml) and Rs. 125 (180ml) in Delhi.

United Spirits Ltd (USL) said it has received shareholders' nod to issue a guarantee to a bank for loan of up to Rs 100 crore to be a availed by its subsidiary Pioneer Distillers, reported PTI.

United Spirits said the resolution for consent approval of the shareholders to give guarantee and/or provide security for a bank loan of up to Rs 100 crore to be availed by its subsidiary Pioneer Distillers Ltd from Standard Chartered or such other banks and was passed with a majority, in a filing to NSE.

As many as 99.5 per cent of votes polled were in favour of the resolution, said the company.

Last month, Diageo-owned United Spirits sought approval from its shareholders to report sick to BIFR as its accumulated losses as on March 31 touched 86 per cent of peak net worth during the past four fiscal years.

As per the Sick Industrial Companies (Special Provisions) Act, 1985 (SICA), if the accumulated losses of a company, at the end of any financial year have resulted in erosion of 50 per cent or more of its peak net worth during the preceding four financial years, such firm is required to report to the Board for Industrial and Financial Reconstruction (BIFR).

United Spirits said in a notice to the shareholders for an EGM on January 22,  as per the audited annual accounts for the fiscal ended March 31, "the accumulated losses of the company as at March 31, 2015 is 86 per cent of its peak net worth during the four financial years preceding the financial year ended March 31, 2015".

"Accordingly, this extraordinary general meeting (EGM) is being convened to consider and approve the enclosed report of the Board of Directors on such erosion and its causes, and the measures being taken as per the relevant provisions of SICA, and also to approve the reporting of such erosion to BIFR in terms of Section 23 of SICA," it added.

The company said its accumulated losses as on March 31, at Rs 5,045.45 crore is greater than 50 per cent of the peak net worth in the immediately preceding four financial years at Rs 5,849.62 crore.

B9 Beverages, a Delhi-based craft beer company, raised a $6 Mn round led by Sequoia with participation from a select set of super angels including Kunal Bahl and Rohit Bansal from Snapdeal, Deepinder Goyal from Zomato, Ashish Dhawan of ChrysCapital, and Mayank Singhal from Temasek, reported INC 42.

This is a first for a blue chip venture capital firm to invest in an alcoholic beverage brand in India. Traditionally, stringent government regulations and political intrusions have kept investors away from this sector in India. However, this home-grown beer brand has managed to be an exception and attract the attention of the Silicon Valley based VC firm as well as other tech entrepreneurs and investors.

The company has an on-premise “tap-first” launch strategy across bars and restaurants and offers two variants of its specialty craft beer, Bira Blonde and Bira White.

Bira91 was launched in February 2015, and is today present across seven cities in India, growing at a 30 per cent clip month on month. The company has an Uber-like City CEO model and has already achieved 70 per cent penetration across all its markets including Delhi, Mumbai, Bangalore, Kolkata, Goa, Pune and Chandigarh.

“Despite having never developed a taste for beer, I was fascinated by the unique flavors of Bira91. As I got to know the brand better, I discovered them to be a perfect blend of a great product backed by solid branding and a very smart go-to-market strategy. That is perhaps what led to Sequoia’s belief in Bira91.” said Mayank Singhal, an early stage investor in Bira91 who has also backed companies such as OS Labs, formerly FirsTouch and Hugefly.

The company was founded by Ankur Jain, a beer enthusiast and serial entrepreneur who ran and sold a healthcare start-up in New York before he returned to India to explore his love for all things beer. The company’s top leadership team comprises of seasoned executives from within and outside the industry, including brands like Carlsberg and Sab-Miller.

Bira91 has undertaken significant efforts to understand the gaps in India’s beer market, including the absence of high quality specialty and craft beers at affordable price points. Bira91 worked with breweries in Belgium to address the gaps in the Indian market.

The company is looking to expand to a number of cities and become the largest specialty beer brand in India with plans of setting up production facilities across the country.

India's largest alcoholic beverages company, United Spirits Ltd has appointed Sanjeev Churiwala as its chief financial officer, reported ET.

Churiwala has moved to United Spirits, a subsidiary of London headquartered Diageo plc, from Ambuja Cements, where he had been the chief financial officer since 2011.

He replaces Vinod Rao, finance director, Diageo Asia Pacific, who had been serving as an interim head of finance. He has worked with Ambuja Cements, the Indian subsidiary of Switzerland's LafargeHolcim, for about two decades in diverse roles including finance, business development, project management, commercial operations, business and financial integration.

He is a fellow member of The Institute of Chartered Accountants of India, Institute of Company Secretaries of India and Institute of Cost Accountants of India and holds an Executive MBA from the London Business School. "I am delighted to welcome Sanjeev to United Spirits and to our executive team. His strong track record and depth of experience will serve USL well and we are confident that he will be a key contributor to the achievement of our performance ambition", said Anand Kripalu, managing director of United Spirits.  

The Gujarat Food and Drugs Control Administration (FDCA) has conducted a statewide search and seizure operation, after a Gandhidham-based beverage manufacturer was found to be selling an "energy drink" with a considerable amount of alcohol in it, said an FDCA official to PTI.

"The manufacturer of the beverage called 'U-Star' claimed it is an energy drink and sold it at Rs 100 per bottle. Recently, we came to know that it contained a considerable amount of alcohol, which is not permissible," said HG Koshia, Commissioner, Gujarat FDCA.

The drink was mainly sold at paan shops. However, the food and drug team has raided several parts of Saurashtra and Northern Gujarat region, such as Morbi and Mehsana, to seize several bottles of the drink.

"One can easily smell alcohol in the drink. To verify the contents of the drink, we have sent its samples for laboratory tests," added Koshia.

Since a primary investigation established that the drink contained alcohol, FDCA officials also raided the manufacturing facility of 'U-Star' at Gandhidham in Kutch.

"It is a small company with a plant in Gandhidham. When we raided the premises, we learnt that the owner had already shut the plant a few days ago and gone underground. We will approach the Home Department and the police to book the culprits under relevant sections of the law," added the commissioner.

According to the officials, they checked the labels on U-Star bottles and found a registration number provided by the Food Safety and Standards Authority of India (FSSAI), which meant that the manufacturer got a clearance certificate from the central authority.

"However, we are doubtful about the claim made by the manufacturer has received FSSAI clearance. Though the labels carry the FSSAI number on it, we will cross check it with the central authority, since we doubt that it could be fake," added Koshia.

Cointreau, the original French orange liqueur has crowned Ami Behram Shroff as the first female mixologist champion at the finals of La Maison Cointreau India, the country’s first and only women bartending competition.

The competition was held at the Leela Hotel, Gurgaon on 13th December, 2014. The competition was part of an Asia-Pacific regional mixology challenge by Cointreau to recognise visionary talents in the Indian cocktail industry. Ami will now represent India at the Regional Finals of La Maison Cointreau in Bangkok, Thailand in January 2015.

Ami mesmerised the esteemed panel of judges including Shatbhi Basu, India’s first woman bartender, Nandini Bhalla and Naina de Bois-Juzan by mixing a classic Cointreau cocktail Kamikaze with a glamorous twist and a unique cocktail Cointreaulicious that completely delighted the judges.

The eight final mixologists were judged on parameters such as knowledge of the original recipe, innovation with a recipe, bar set-up and efficiency, bartending skills and presentation of recipe and taste.

The eight finalists were shortlisted among 18 talented female bartenders across the country through a three-city semi-final held in Delhi, Mumbai and Bangalore last month.

“We are pleased to introduce La Maison Cointreau in India and receive such an overwhelming response from the evolving bartenders’ community in India and consumers. Ami rightly personifies the personality of an ideal Cointreauversial woman. She is setting new standards in the bartending industry and will not only achieve great heights herself, but also inspire more ladies to find their forte behind the bar,” said Rukn Luthra, Managing Director, Remy Cointreau - Indian sub-continent and Gulf.

Delighted on her victory, Ami Behram Shroff said, “I am honored to be crowned as the first female mixologist champion of La Maison Cointreau India. I thank Remy Cointreau for giving me this wonderful opportunity to showcase my commitment to the profession and create some really unique cocktails. This initiative is a great platform to encourage bartenders and recognise their talent and I hope this encourages many more ladies to step up to the bar.”

The event was then followed by Cointreauversial evening including fun ‘Mystery Box Challenge’ amongst 8 trios – each with a mixologist, a lady blogger/journalist and a Cointreauversial woman.