Restaurant India News: Ochre Spirits Makes Karnataka Debut, Taps Growing Premium Spirits Market

Karnataka’s alco-beverage market is changing fast, driven by Millennials and Gen Z consumers who are showing a strong preference for premium and craft spirits. Recent estimates show that South Indian states contributed 58% of Indian-Made Foreign Liquor (IMFL) sales revenue in FY25, with Karnataka leading the country at 17%.

While IMFL whisky sales grew slowly at 1.4% due to factors like the general elections, changes in excise policies, and high state taxes, the premium and luxury segments continue to grow steadily. This clearly reflects a shift among younger consumers towards better quality, unique flavours, and overall drinking experiences rather than just price.

Seeing this growing demand for innovation and authenticity, Ochre Spirits, one of India’s fastest-growing craft spirits brands, has officially entered the Karnataka market. With Bengaluru emerging as a key hub for cocktail culture and experimental drinking, the state has become an attractive market for new-age brands focused on quality and origin. Ochre Spirits will introduce its main products, including Nutty Berry Rum, Mango Citron Rum, Peach & Cherry Vodka, and Saffron Vodka, across leading retail stores and premium bars in the state, targeting the fast-growing premium segment.

After successful launches in Goa, Pondicherry, and Maharashtra, the brand plans to build a strong presence in Karnataka by reaching over 2,300 premium retail and on-trade outlets across major cities in the next 12 to 18 months. Ochre Spirits is aiming to sell 18,000 to 22,000 cases over the next two years, in line with its broader growth plans to expand its portfolio of craft spirits for today’s evolving consumer.

John Royerr, Founder of Ochre Spirits, said, “Karnataka represents one of the most structurally evolved alcobev markets in the country, where consumption is no longer driven by price or habit, but by intent and taste. What we’re witnessing is a decisive shift led by Millennials and Gen Z, who are shaping demand around brand credibility, brand philosophy, and cultural relevance rather than legacy alone. Karnataka offers the depth, maturity, and openness required to build a long-term, category-shaping brand, making it a critical market as we enter our next phase of disciplined growth.”

With Millennials and Gen Z leading a shift toward more creative and experiential drinking, Ochre Spirits is embracing the moment by expanding its portfolio beyond the expected. The company is gearing up to launch an Agave spirits line and a contemporary Indian Gin crafted for urban tastes, with plans to follow up with a premium, India-inspired whisky.