Cellar 33 Brings Premium Champagne, Wine, and Spirits Portfolio to Indian Market

Medusa Beverages, an Indian beer brand, has announced its partnership with Warner Bros. Discovery Global Consumer Products to introduce a limited-edition ‘House of the Dragon’ beer. Inspired by HBO's popular series, the new variant features a smoky and fiery flavor profile designed to reflect the show’s mythical and powerful dragon theme.  

The House of the Dragon beer has been launched in key markets, including Delhi, Punjab, Uttar Pradesh, Chhattisgarh, and Himachal Pradesh, with Haryana set to follow early next year. The product’s distinctive flavor comes from roasted malts, giving it a bold and smoky character aimed at consumers seeking a unique beverage experience.  

Positioned as a mid-segment beer with 5.5 percent alcohol content, the brew addresses a market gap between light and strong beers in India. The balanced profile caters to consumers looking for a robust but approachable drinking experience.  

Avneet Singh, Founder and CEO of Medusa Beverages stated, “At Medusa Beverages, we’ve always believed in crafting beers that tell a story and bring people together. Our collaboration with Warner Bros. for the House of Dragons beer celebrates boldness and creativity. The smoky, fiery essence is our way of paying homage to the mystical dragons that inspire strength and awe in all of us.”  

The partnership emphasizes the integration of storytelling with premium brewing. By leveraging the global popularity of the fantasy series, Medusa Beverages aims to strengthen its brand presence in India’s growing craft beer segment. The House of the Dragon beer reflects the brand’s commitment to creating distinctive and innovative products tailored to evolving consumer preferences.

Quaffine, India’s first cold brew coffee liqueur, has launched a limited-edition “Gingerbread Man” for the 2024 Christmas season. Priced at Rs 2,499, the liqueur is available exclusively in Goa and comes in a batch of only 1,200 handcrafted bottles. This release captures the warmth and nostalgia of the holiday season, combining Quaffine’s signature cold brew with festive flavors.

Crafted in small batches, the “Gingerbread Man” edition infuses Quaffine’s signature cold brew coffee with ingredients like ginger, cinnamon, clove, molasses, vanilla, demerara sugar, and Himalayan salt. The resulting flavor profile balances the warmth of spices with a touch of sweetness, designed to evoke the comfort of winter gatherings.

Olson Pereira, Founder and Master Blender of Quaffine said, “Our desire was to craft a liqueur that captures the holiday vibe and gives people something to cherish for the rest of the year. Every ingredient was carefully selected to tell a story of bonding, celebration, and the little joys that make this season special. This isn’t just a drink; it’s our heartfelt tribute to the holiday spirit.”

Isaac Vivek, Founder and CEO of Quaffine added, “Last year’s Christmas Edition was met with immense love from our customers, and it inspired us to push boundaries further for this year’s release. Quaffine’s Christmas editions are a way of expressing our gratitude to our consumers, retailers, bars, bartenders, and brand partners in Goa, who have supported us in becoming the largest-selling premium coffee liqueur in the state. We envision the 2024 edition to not just be a seasonal offering but a new holiday tradition for our customers.”

The liqueur can be enjoyed on the rocks or paired with festive treats like gingerbread cookies, Christmas pudding, or dark chocolate mousse. With its unique flavor profile and limited availability, Quaffine’s Gingerbread Man edition is positioned as a standout addition to holiday celebrations, offering both an indulgent experience and a potential holiday gift.

Globus Spirits Limited presents TERAI India Craft Gin - Litchi & Mulberries, a widely recognized and critically renowned TERAI India Dry Gin. With this most recent addition, The Bagh Explorations has a wonderful line of gins influenced by the fruits cultivated at the Swarup Family farmlands in Jarauda, Uttar Pradesh.

 TERAI's distinctive Grain-to-Glass philosophy, which skillfully combines tradition, craftsmanship, and innovation, is exemplified by this excellent gin, which was made from scratch at The India Craft Spirits Co. distillery in Behror, Rajasthan.

 Commenting on the launch, Shekhar Swarup, Joint Managing Director, Globus Spirits Limited, said, “TERAI India Craft Gin celebrates the rich cultural and natural heritage of India through a modern lens. With TERAI Litchi & Mulberries, we aim to take our journey of exploration and craftsmanship to new heights. This gin not only pays homage to our family’s distilling and agricultural roots but also embraces the vibrant diversity of India’s landscapes and flavours. It’s a perfect harmony of tradition and innovation that speaks to the spirit of modern India.”

 The 750 ml bottle of TERAI India Craft Gin-Litchi & Mulberries has been introduced in the major cities of Uttar Pradesh, Rajasthan, and Goa. The brand will launch in other major cities, with prices varied by state in compliance with the local regulations.

Himmaleh Spirits, the visionary craft distiller behind the acclaimed Kumaon & I gin, has announced a new malt distillery in the picturesque Kumaon region of Uttarakhand. 

Featuring Forsyths pot stills from Scotland, the state-of-the-art distillery will now produce artisanal Himalayan Single Malt whisky.

Spread across 9 acres the distillery’s malt unit boasts a production capacity of 900,000 LPA positioning it as one of India’s most ambitious artisanal distilleries. Made with 100% Indian barley, sourced from local farms, and distilled after a long fermentation process of over 90 hours, enhancing flavour depth and complexity. 

To make a truly world-class elixir, Shivaji Chandekar, Distillery General Manager, Himmaleh Spirits has collaborated with Christian Perez Solar, a celebrated whisky distiller and production manager at Scotland’s renowned Arbikie Distillery. Christian is an expert in sustainable distilling and producing unique spirits with a sense of place. 

“Our vision has always been to create spirits that are a true reflection of the land they come from. With the commencement of our Himalayan single malt whisky production, we are redefining what Indian single malts can achieve—rooted in tradition, yet progressive in craft,” said Samarth Prasad, Co- Founder, Himmaleh Spirits. 

Marking another significant milestone in the company’s journey to craft world-class spirits, each whisky bottle will capture the spirit of the region, from the harvesting of indigenous barley to malting, fermentation, distillation in Forsyths pot stills, maturation, and bottling. Aged in the pristine Himalayan climate, the whisky will reflect the inimitable terroir and artistry of the region. 

Situated close to Corbett National Park, the distillery offers a truly immersive experience. From its farm-to-bottle philosophy to its artisanal production methods, Himmaleh Spirits is reimagining India’s alco-bev landscape while inviting savants to be part of its journey.

Tilaknagar Industries Ltd has announced the launch of Monarch Legacy Edition, marking its first venture into the luxury brandy segment. Founded in 1933, TI has been a key player in the Indian brandy market with brands like Mansion House Brandy, the second-largest-selling brandy globally. Monarch is a significant step in the company’s 90-year legacy, positioning itself as a premium 100 percent pure grape brandy that blends French and Indian grape spirits.

Monarch is a carefully crafted blend of French grape spirits, aged up to eight years in French oak casks, and Indian grape spirits from Maharashtra’s Sahyadri region, known for its proximity to Nashik, India’s wine capital. The brandy reflects a mix of French distilling traditions, using coal-fired copper pot stills, a hallmark of French Cognac production. The result is a complex flavor profile combining the richness of French oak-aged grape spirits with the depth added by the warm climate of Maharashtra, which enhances the extraction of flavors.

Amit Dahanukar, Chairman and MD of Tilaknagar Industries said, “Brandy is India’s second most-consumed spirit, but it remains under-recognized in the luxury segment. With Monarch, we aim to redefine Indian brandy, drawing on our decades of experience, and elevate it to a global benchmark, similar to the success of Indian whiskies and gins.”

The packaging of Monarch takes inspiration from royalty, with a rounded decanter-style bottle featuring intricate ridges and a golden metal shield-shaped label. The bottle is encased in a decorative box depicting ancient emperors, enhancing the product's luxurious appeal.

Ahmed Rahimtoola, Chief Marketing Officer of Tilaknagar Industries said, "Monarch embodies sophistication, reflecting the growing demand for refined drinking experiences among Indian consumers. We expect its popularity to rise both as a neat pour and as part of the evolving cocktail culture in India and internationally."

Tilaknagar Industries has been the fastest-growing IMFL (Indian Made Foreign Liquor) company for the past two years. The launch of Monarch represents a key move in its broader strategy to focus on premiumisation and expand its portfolio across the luxury segment. Brandy remains the second-most-consumed alcoholic beverage in India, with a market share of over 20 percent, according to Euromonitor International.

Weller Kentucky Straight Bourbon Whiskey, a renowned wheated bourbon, has officially entered the Indian market with a launch event in Mumbai. Produced by Buffalo Trace Distillery, one of the most awarded and oldest continuously operating distilleries in the United States, Weller introduces its two premium expressions, Weller Special Reserve and Weller 12 Years Old, to India’s growing premium spirits market.

The Weller brand, named after bourbon pioneer William Larue Weller, is recognized for replacing rye with wheat in its recipe, resulting in a softer and more refined flavor profile. Known globally for its craftsmanship and history, Weller has received numerous accolades and is anticipated to appeal to Indian whiskey enthusiasts looking for a distinct bourbon experience.

Diego Bianchi, GM, Emerging Markets and Barrel Select, Sazerac Company said, “India is one of the world’s leading whisky markets and until now it has not had the opportunity to round out its category with a super-premium wheated bourbon. Weller offers a unique and premium drink experience that stands apart from typical bourbons and whiskies available today. As India continues to embrace varied premium spirit offerings, we believe Weller will resonate with those seeking an unparalleled drinking experience—one that reflects quality, craftsmanship, and distinction.”

Vijay Kauthekar, Executive Vice President at John Distilleries Ltd, part of the Sazerac Company said, “India is the largest whiskey market in the world, and we believe the country is ready for high-end, luxury spirits like ultra-aged bourbons. Weller provides a new, unique, and expertly crafted American whiskey for consumers to enjoy. Its smoothness, complexity, and rich history will appeal to modern Indian spirits enthusiasts who value tradition and innovation.”

The Weller 12-Year-Old bourbon, the oldest age-stated bourbon distributed in India, is aged for an extended period, delivering a smooth and balanced profile best enjoyed neat or on the rocks. Weller Special Reserve, characterized by its subtle sweetness and burnt orange color, is ideal for cocktails, including the classic Paper Plane.

Bourbon, known as America’s Native Spirit, adheres to strict production standards, requiring a minimum of 51 percent corn in the mash, aging in new charred oak barrels, and a minimum aging period of two years. Weller enhances this experience by substituting rye with wheat as the secondary grain and extending the aging process, offering a robust yet smooth flavor.

With its entry into India, Weller seeks to cater to consumers exploring high-quality bourbons and expanding their appreciation for American whiskey traditions.

Globus Spirits Limited has introduced its first single malt whisky under the DŌAAB India Craft Whisky brand, marking the company’s entry into India’s luxury whisky segment. The brand aims to cater to the country's evolving whisky market, where consumer preferences are increasingly shifting towards premium craft spirits.  

The name DŌAAB is inspired by the Hindi words "dō" (two) and "aab" (water), representing the fertile land between two rivers. This symbolizes the merging of perspectives and influences, which forms the core philosophy of the brand. The first limited-edition release, *01 Six Blind Men and the Elephant*, draws inspiration from the Indian fable and features whisky aged in 100 percent ex-bourbon barrels. This release is limited to 500 casks and showcases meticulous craftsmanship and collaboration.  

The packaging incorporates motifs inspired by Rajasthan's mandana art, combining tradition with a modern aesthetic. This aligns with DŌAAB’s focus on blending traditional and contemporary elements to appeal to whisky enthusiasts looking for innovative and unique experiences.  

Shekhar Swarup, Joint Managing Director of Globus Spirits Limited said, “Within two years, the company has innovated into various segments in the drinks industry of India, and we are proud to raise the standards with the launch of DŌAAB. As a company, we continue to aspire for more and will offer the best offerings cutting across all segments.”  

DŌAAB India Craft Whisky, *01 Six Blind Men and the Elephant*, is being launched in a 750 ml bottle priced between Rs 4,500 and Rs 5,500, depending on state pricing norms. The product will initially be available in Delhi, Gurgaon, Lucknow, and Jaipur, with plans for gradual expansion to other markets.  

The introduction of DŌAAB reflects Globus Spirits' ambition to elevate the Indian whisky market with offerings that combine tradition, innovation, and premium craftsmanship.

ZigZag Vodka has officially entered the Indian spirits market with a launch event in New Delhi that highlighted its distinctive identity and bold flavors. Held at The Upper HSE by Tivoli, the event drew a mix of influencers, mixologists, and industry trendsetters, offering an immersive experience that emphasized individuality and creativity.  

The venue was divided into two distinct spaces, the "Zig" and "Zag" rooms, each featuring unique themes. The “Zig” room included an hourly-changing cocktail experience curated by Lair, ranked among Asia’s 50 Best Bars, and featured performances by the Divine Feminine troupe. The “Zag” room showcased live acts from GNDHI, Sarthak Mudgal, and OG Shez, providing high-energy entertainment.  

Guests also experienced a curated cocktail menu designed by Lair’s Beverage Director, Navjot Singh, highlighting ZigZag Vodka’s vibrant flavors and smooth texture. The event incorporated dynamic light installations and interactive experiences, aligning with the brand’s focus on bold and unconventional living.  

Ishwaraj Bhatia, Co-Founder of ZigZag Vodka said, “This launch is about more than just introducing a new vodka; it’s about sparking a movement of individuality. ZigZag is for those who embrace the unexpected and unconventional, celebrating their uniqueness. The energy and creativity at last night’s event perfectly captured that spirit.”  

ZigZag Vodka will be available at select outlets and premium bars in Delhi and Goa this month, with plans to expand into Assam soon. The brand aims to carve a niche in India’s hospitality and spirits industry with its bold flavors, smooth taste, and focus on spontaneity and creativity.  

This launch signals ZigZag Vodka's ambition to establish itself as a key player in India’s evolving beverage market while emphasizing its unique approach to engaging with modern consumers.

Sula Vineyards Limited, India’s leading wine producer, released its financial results for Q2 and H1 of FY25, showing record H1 net revenue of Rs 271.7 crore, marking a 3.7 percent year-over-year increase. Growth was primarily led by the Elite and Premium segment, which recorded a 7 percent increase in Q2, with a particularly strong showing outside Maharashtra and Karnataka, driven by states such as Telangana, Madhya Pradesh, and West Bengal. The Elite and Premium segment now accounts for a record 78.5 percent share in Q2, up from 73.5 percent the previous year.

The wine tourism segment also saw growth, supported by a 9 percent increase in per-head spending and a higher occupancy rate of 74 percent, compared to 66 percent last year. In addition, the expanded Bottle Shop at ND Wines is now accessible to wine enthusiasts, with further expansion expected at Domaine Sula near Bangalore in Q3.

For H1 FY25, Sula’s Own Brands posted net revenue growth of 3.7 percent YoY at Rs 271.7 crore, though profitability showed declines attributed to softened consumer demand in urban centers, which account for 90 percent of sales. Disruptions in key markets like Karnataka and Delhi also impacted quarterly results. Nevertheless, Sula’s iconic brands—The Source, RASA, and Dindori—saw double-digit growth within the Elite and Premium range.

Rajeev Samant, CEO said, "We are pleased to report our 10th consecutive quarter of growth in our Own Brands business. However, Q2 FY25 was a subdued quarter, due to a slowdown in consumer discretionary demand, particularly in urban areas where 90 percent of our sales are concentrated, and temporary disruptions in key markets like Karnataka and Delhi."

Sula is observing promising growth in non-core regions, with double-digit increases in states like Telangana, Himachal Pradesh, Madhya Pradesh, Uttarakhand, and West Bengal, underscoring its goal of becoming a truly pan-India brand.

Looking forward, Sula anticipates a positive impact from the festive season, supported by factors such as the re-opening of Andhra Pradesh after five years, the introduction of four new labels in the CSD market, and the return of the SulaFest event at its Nashik vineyards. 

Samant said, "We are confident the long-term Indian wine story remains intact, and we see a long runway of growth ahead of us."

The company’s next earnings call is scheduled for November 13, 2024, where CEO Rajeev Samant and CFO Abhishek Kapoor will discuss further insights and developments.

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.”

The first launch of Malt Plant Phase II at John Distilleries in Goa marks a major expansion of operations for the company, which produces Paul John Single Malt Whisky. This significant growth opens a new chapter in the company's international journey and is a significant turning point in India's craft distilling history.

The Goa facility's production capacity will be tripled from 1.3 million to 3 million liters per year as a result of the development, satisfying the rising demand for Paul John's premium whiskies across the globe.

With an investment of INR 500 crores, this development has increased the distillery's production and storage capacities. The Honorable Chief Minister of Goa, Pramod Sawant, graced the inauguration and joined us in commemorating this historic event.

“The expansion of our distillery in Goa is more than just a milestone in increasing the capacity of production but is a forward-thinking investment in the future of global whisky. With the commission of Malt Plant Phase II, we hope to set the stage for long term growth and meet the rising global demand for our single malts,” said Paul P John, Chairman, John Distilleries.

 

United Breweries announced its plans to launch Amstel Grande, a premium Dutch beer brewed in Amsterdam since the late 1800s, to the Indian market. Although the exact launch date has not been disclosed, the move aligns with growing consumer demand for premium beer in India.

“Amstel, the iconic premium beer brand crafted in Amsterdam since 1870, is excited to announce its debut in India with Amstel Grande. Slow brewed with the finest ingredients, Amstel Grande promises to deliver an unparalleled beer experience to Indian consumers,” United Breweries stated in a recent regulatory filing.

United Breweries highlighted that premium beer consumption in India saw a notable 27 percent increase in the second quarter of FY2025, bringing half-yearly growth to 35 percent. This growth has been mainly driven by a surge in demand for Kingfisher Ultra, Kingfisher Ultra Max, and Heineken Silver, as noted in the company’s report.

“We remain optimistic about the industry's long-term growth potential, driven by increasing disposable income, favorable demographics, and premiumization,” United Breweries added.

Heineken NV, the parent company of United Breweries, also reported a 4.5 percent volume growth in its premium beer category in the September quarter, attributed to flagship Heineken along with contributions from Kingfisher Ultra in India. According to Heineken Chairman and CEO Dolf van den Brink, this growth in India, alongside Indonesia, helped offset a 1.2 percent organic decline in beer volume across the Asia Pacific region, as lower volumes were recorded in Vietnam and Cambodia.

Good Drop Wine Cellars, known for its expertise in sparkling wines, has introduced two new variants: Frizzano Sparkling Wine Brut and Brut Rosé. Both are sourced from the Vinchur region of Nashik and are positioned to appeal to India's vibrant nightlife and social gatherings. The addition of Frizzano Sparkling Wine Brut Jeroboam—the first of its kind in India—brings an element of grandeur to various occasions.

Frizzano Sparkling Wine Brut aims to enhance any event, whether it’s a casual gathering or a formal celebration. The Brut is characterized by its crisp citrus and green apple notes, providing a refreshing experience that invigorates the senses. Its bright flavor profile is intended to be a suitable toast for special occasions.

For a more romantic touch, the Brut Rosé features a blend of ripe berries and floral undertones. This variant not only offers an appealing appearance but also a fragrant aroma. The balance of fruity flavors delivers a refreshing experience, making it suitable for a range of events, from informal get-togethers to upscale celebrations.

The Frizzano Sparkling Wine Brut Jeroboam, with its substantial 3-liter capacity, is designed to make a statement at any event. This large format bottle is intended to create a celebratory atmosphere, making it an ideal choice for weddings, VIP events, and exclusive venues.

Ashwin Rodrigues, Founder and Winemaker at Good Drop Wine Cellars stated, “With Frizzano Sparkling Wine Brut, we aim to bring a festive spirit to every celebration. This wine is not just a drink; it’s an experience that enhances the joy of life and parties, making every occasion memorable. We envision Frizzano Sparkling Wine Brut as the perfect companion for toasting to life’s special moments, surrounded by friends and loved ones.”

Bapuna Alcobrew, known for its innovative Chambal Gin, is making a significant move into the rum segment with the introduction of Daku Rum. The brand offers two distinct variants: Daku Gold and Daku Silver. These have already gained recognition, having won the Spiritz Grand Gold award for their design and taste, as well as the ProWine Award 2023.

Crafted in India by third-generation distillers at Bapuna Alcobrew, Daku Rum reflects the rebellious spirit of the Chambal Valley. Both variants are produced in-house, blending spirits from Bapuna's distillery with natural flavors and spices. Daku Gold highlights a warm cinnamon essence, while Daku Silver offers a subtle vanilla flavor. The rums are inspired by the rich history of the Chambal region.

Pervez Bapuna, COO of Bapuna Alcobrew said, “Daku Rum is our tribute to the spirit of defiance and adventure that the Chambal Valley is known for. It's a rebel in a bottle – bold, unapologetic, and crafted to perfection. With Daku, we aim to bring a piece of this region’s untamed legacy to rum aficionados everywhere.”

Daku Gold Rum, characterized by its rich golden color and cinnamon infusion, offers a nuanced profile with sherry and caramel notes. It has an inviting amber hue and a warm aroma of caramelized sugar. Daku Silver, in contrast, is crystal-clear with flavors of vanilla and nutmeg, complemented by hints of mace. It provides a balance of sweetness and mild spice, with a light finish.

Both variants highlight Bapuna Alcobrew's attention to detail and craftsmanship. Launched initially in Delhi, Daku Rum will soon be available in Goa and Maharashtra, priced at Rs 2700. With this new addition, Bapuna aims to deliver a unique rum experience, capturing the essence of Madhya Pradesh's spirited legacy.
 

India's hospitality and beverage industry is witnessing significant changes in consumer preferences, driven by a shift in socializing patterns post-Covid. With the rise of Middle India and younger generations like Gen Z and millennials seeking more diverse experiences, there is a growing demand for elevated drinking experiences beyond traditional options like whisky. The increasing popularity of cocktail culture is a testament to this trend, with consumers of all ages experimenting with new flavors and drinks.

In response to this shift, McDowell’s and Co., a 125-year-old legacy brand in India's spirits market, has reimagined its offerings with the launch of the X Series. This new portfolio, which includes vodka, gin, citron rum, and dark rum, is designed to appeal to consumers seeking more varied and sophisticated drinking experiences. Sourced from ingredients across India and the world, the X Series reflects the brand’s commitment to innovation while maintaining its long-standing quality standards.

The X Series stands out by combining Indian ingredients with exotic global flavors, offering a fresh approach to the spirits market. The brand’s seven distilleries across the country have contributed to this diverse range, which aims to deliver a unique palate experience with honest ingredients and distinctive recipes.

Varun Koorichh, VP and Portfolio Head of Marketing at Diageo India said, “McDowell’s has consistently set standards of excellence in the world of spirits with its exceptional taste and long-standing legacy of quality. We are taking forward our storied heritage with the launch of the X Series by McDowell’s and Co embracing a new era of sophistication and excellence. This new range of premium vodka, gin, citron rum, and dark rum is inspired by the evolving consumer preferences for larger repertoires, prioritizing better quality drinking experiences, with experimentation at the heart of it all."

The X Series represents McDowell’s push into the modern cocktail culture, offering versatile options for consumers eager to experiment with new flavors. The unique flavor profiles are designed to enhance mixability and promote inventive cocktails, catering to the evolving tastes of India’s new generation of drinkers. This move positions McDowell’s and Co. as a key player in the hospitality sector’s ongoing transformation, delivering products that resonate with today’s more adventurous and discerning consumers.

With this latest offering, McDowell’s continues its legacy of innovation, creating a range that suits various occasions and taste preferences. As the hospitality industry in India evolves, the X Series by McDowell’s and Co. is set to play a pivotal role in shaping the future of drinking experiences in the country.

Tilaknagar Industries Limited, a leading Indian-Made Foreign Liquor (IMFL) manufacturer, has made a strategic investment of Rs 8 crore to acquire a significant minority stake in Round the Cocktails Private Limited, the company behind the premium mixer brand Bartisans. Following this investment, Tilaknagar Industries, known for being the largest premium brandy producer in India, will hold a 36.17 percent share of Bartisans’ equity on a fully-diluted basis. Bartisans' founders will retain 56.54 percent of the company, while the remaining equity will be allocated for an Employee Stock Ownership Plan (ESOP).

Tilaknagar Industries also retains an option to invest further or acquire more shares in Bartisans based on a pre-determined valuation model, should the start-up meet certain milestones.

Founded in 2021 by the mother-son duo Jovita and Jordan Mascarenhas, Bartisans offers a range of 17 all-natural cocktail mixers. The brand has achieved revenue of Rs 3.5 crore in FY24, distributing products across more than 70 cities in India.

Amit Dahanukar, Chairman and Managing Director of Tilaknagar Industries said, “Our investment is driven by the emergence of a booming cocktail culture in India, paired with the growing trend of 'at-home' drinking in a convenient setting. Through this association, we also see strong synergies with our existing premium brandy as well as our soon-to-be-launched luxury portfolio. We look forward to working closely with Bartisans for co-creating innovative cocktail mixers for brandy.”

Bartisans has positioned itself with a premium price point and enjoys strong unit economics with high customer retention rates. These advantages have enabled the brand to successfully distribute through a variety of channels, including direct-to-consumer, modern retail, and quick commerce, according to Dahanukar.

Tilaknagar Industries' Rs 8 crore investment consists of Rs 3 crore in primary funding and Rs 5 crore for secondary acquisition of shares from existing shareholders. These funds will be directed toward growth and marketing initiatives, as well as strengthening Bartisans' distribution network. Tilaknagar Industries will also nominate a director to Bartisans' board as part of the agreement.

Ameya Deshpande, President of Strategy and Corporate Development at Tilaknagar Industries said, “Bartisans has developed mixers with unique, in-house recipes that resonate with the Indian palate and add a twist for an extraordinary drinking experience. Its products evoke strong customer loyalty, a trait it shares with our leading brands, Mansion House Brandy and Courrier Napoleon Brandy. I also see this partnership contributing significantly to making brandy more fun, exciting, and aspirational.”

India’s 'Ready-to-Pour' mixer market is expected to grow significantly, with projections estimating it will reach Rs 7,000 crore ($830 million) by 2030. Globally, the cocktail mixer market was valued at $10 billion in 2023, with an expected CAGR of 9 percent, pushing the market to $21 billion by 2031.

Jovita Mascarenhas, Co-Founder of Round the Cocktails Private Limited said, “Tilaknagar Industries' expertise in the alco-bev sector, coupled with our vision for innovative cocktail experiences, creates an exciting opportunity to scale Bartisans to new heights. We are confident that this partnership will elevate our brand and expand our reach across the market.”

The investment will be funded through Tilaknagar Industries' internal cash resources, further strengthening its position in India’s evolving cocktail culture and retail sector.

Sula Vineyards, India's largest wine producer, has launched its latest wine, Sula Merlot, as part of the brand’s ongoing 25th-anniversary celebrations. This is the first addition to the core Sula series in nearly a decade, marking a notable expansion in its wine portfolio. The release underscores Sula's commitment to offering a diverse range of wines, enhancing its presence in India’s retail market.

Merlot, known for its soft and fruity characteristics, is popular globally and is now being introduced to Indian wine enthusiasts by Sula at an accessible price point. "We are delighted to unveil Sula Merlot, a wine that embodies our 25-year journey in the Indian wine industry. With its velvety smooth texture, rich fruit flavors, and notes of chocolate and cherries, Sula Merlot is a smooth, lush red crafted to captivate wine lovers. Perfectly suited to the Indian palate, this elegant wine is best enjoyed slightly chilled," said Gorakh Gaikwad, Chief Winemaker at Sula Vineyards.

The newly launched Sula Merlot is now available at select retail outlets in Mumbai and Pune, priced at Rs 895. The wine aims to appeal to both new and experienced wine drinkers looking to explore Merlot's rich flavors.

Sula Vineyards, which holds over 50 percent of India’s domestic wine market, offers nearly 70 different wine labels and has developed a strong presence in wine tourism, with resorts and wine-themed restaurants in Nashik and near Bangalore. The company operates five wineries in Maharashtra and Karnataka, producing and distributing over 1 million cases annually across India.

Sula has played a significant role in transforming India’s wine industry, establishing Nashik as a premium wine region and winning several international awards. In addition to wine production, Sula remains committed to sustainability and is a Gold Member of the International Wineries for Climate Action (IWCA), to achieve net-zero emissions by 2050.

Tilaknagar Industries Limited has announced an additional investment of Rs 13.15 crore in Spaceman Spirits Lab Private Limited (SSL), which will be spread over 18 months. This funding will increase Tilaknagar’s stake in SSL, the producer of premium Indian craft gin Samsara and craft rum Sitara, from 10 percent to 20 percent on a fully diluted basis.

The investment is part of a broader strategy that includes an option for Tilaknagar Industries to further invest or acquire additional shares in SSL based on the achievement of specific milestones and a pre-determined valuation.

In conjunction with this investment, Tilaknagar Industries, known for its top-selling brandy Mansion House, has entered into a usership agreement with SSL. This agreement will leverage Tilaknagar’s distribution network to market Samsara Gin and Sitara Rum in various states across India and internationally, enhancing SSL’s market reach and contributing additional business to Tilaknagar Industries.

Amit Dahanukar, Chairman and Managing Director of Tilaknagar Industries, stated, “The premium segment of the alco-bev industry in India has been growing significantly. We are already a market leader in brandy and are looking to expand our portfolio to include promising opportunities in the craft spirits segment. This investment is expected to open new revenue streams and growth avenues.”

The Rs 13.15 crore investment will be made in tranches over the 18-month period following the signing of definitive agreements. This partnership will also grant Tilaknagar Industries the right to appoint a nominee director to the board of SSL.

Ameya Deshpande, President of Strategy and Corporate Development at Tilaknagar Industries commented, “This investment aligns with our goal of promoting Indian brands globally. The partnership supports our strategy of developing a portfolio of luxury products that appeal to both the consumer and institutional markets.”

Spaceman Spirits Lab, founded in 2020, has established itself as a fast-growing craft spirits brand in India, with its Samsara Pink Gin gaining recognition. SSL’s products are now available in over 10 Indian states and international markets including the UAE, Canada, the UK, Bahrain, Nepal, and Singapore.

Aditya Aggarwal, Founder and Managing Director of Spaceman Spirits Lab said, “We are dedicated to creating premium craft spirits and enhancing the global presence of Indian spirits. This partnership will enable us to expand our portfolio, increase our market reach, and boost sales.”

Previously, Tilaknagar Industries had invested Rs 9.75 crore for a 10 percent stake in SSL. In FY24, SSL reported a 164 percent increase in revenue and an 86 percent increase in volumes year-on-year. The new investment will be funded through Tilaknagar Industries' internal cash reserves.

Following a successful launch in Delhi, 818 Tequila, the award-winning brand founded by Kendall Jenner, has officially entered the Mumbai market. This expansion is a significant step in 818 Tequila's strategy to establish itself as a leading choice for tequila enthusiasts across India.

818 Tequila has gained recognition for its focus on quality and sustainability, alongside its refined flavor profile. The brand's debut in Mumbai is anticipated to enhance the city's vibrant hospitality scene, offering both residents and visitors a premium tequila option.

The entry into Mumbai marks a continuation of 818 Tequila's broader efforts to solidify its position in India's growing tequila market. The brand has already received a positive response in other key cities, and its introduction to Mumbai is expected to further strengthen its foothold in the country.

"We are incredibly excited to bring 818 Tequila to Mumbai," said Harsh Tuli, CEO of Berry Beverages, the official distributor of 818 Tequila in India. "Mumbai is a city known for its energy, diversity, and appreciation for luxury, making it the perfect market for 818."

818 Tequila will be available at select premium bars, restaurants, and retail outlets throughout Mumbai, aligning with the brand's commitment to offering a high-quality beverage experience.

The Delhi government has issued a stern warning to hotels, clubs, and restaurants in the city regarding the violation of liquor service timings. The Excise Department has directed all licensed establishments to adhere to the stipulated operating hours, emphasizing that any breach of these rules could result in punitive action. This directive, aimed at ensuring compliance with the Delhi Excise Rules, 2010, highlights the government's commitment to regulating the hospitality industry, which plays a significant role in the retail and tourism sectors in India.

In an official communication to excise license holders, including those under licenses L-15/L15F, L-16/L16F, L-17/L17F, L-18/L18F, L-19/L19F, L-28/L28F, and L-29/29F, the Delhi Excise Department reminded them of Rule 55(1) of the Delhi Excise Rules, 2010. This rule outlines the operational hours and conditions for the sale of liquor, mandating that all establishments must adhere strictly to these guidelines.

Excise officials have reported multiple instances of timing violations during inspections, which the department has taken very seriously. The communication made it clear that non-compliance with the prescribed timings could lead to legal action under the Delhi Excise Act, 2009, and the associated rules. Currently, clubs and restaurants serving liquor are permitted to operate until 1 am. A previous proposal to extend this timing to 3 am under a new excise policy was ultimately scrapped.

In the past, the Delhi Police has also opposed proposals to allow extended liquor service hours, citing concerns related to law and order, as well as security issues. The police's resistance underscores the broader implications of such decisions on public safety.

Moreover, the Excise Department has instructed all licensees to ensure that CCTV cameras installed at their premises are fully functional at all times. This measure is crucial for enabling enforcement teams to verify compliance and investigate any reported violations effectively. Officials noted that verifying incidents becomes challenging when CCTV footage is unavailable, often leading to complications during enforcement actions.

As the hospitality industry in Delhi continues to evolve, the government’s focus on enforcing liquor service regulations is a reminder of the need for strict adherence to the law. Establishments across the city must now ensure that they comply with these guidelines to avoid penalties and contribute to a safer, more regulated environment for both residents and visitors.

Paul John Single Malt has partnered with the Single Malt Amateur Club (SMAC), India’s premier whisky appreciation club, to introduce "Ego," the second release in the brand’s Alter-Ego cask series. This exclusive release, limited to just 120 bottles, is available only to SMAC members and exemplifies Paul John’s dedication to creating exceptional single malt whiskies in India.

This marks Paul John’s 142nd single cask release, following a series of collaborations with whisky clubs like SMAC and private collectors. These partnerships have positioned Paul John as the only Indian single malt brand focused on developing the Single Cask Category within India's whisky market.

"Ego" is crafted from a single cask, embodying the essence of Indian whisky craftsmanship. The whisky, influenced by the cask it is aged in, offers a blend of creamy fruits, citrus, and sweetness. Its profile includes hints of an orchid garden, wet wood, and melons, creating an enchanting aroma that could inspire a signature fragrance. On the palate, gentle umami notes build in intensity, balanced by mineral salts, herbal bitters, and toffee sweets. Made from locally harvested six-row barley and matured in Goa’s tropical climate, this whisky, priced at Rs 8500, is available exclusively in Goa, India.

Paul P. John, Chairman of John Distilleries Pvt Ltd said, “We are delighted to partner with SMAC for this extraordinary release, following the successful debut of ‘Alter’ in October 2022. Our newest release, ‘Ego,’ showcases our passion for unique, high-quality whiskies that play on the duality of the Alter-Ego series. Our Single Cask program highlights personalisation and collaboration, allowing true whisky lovers to be part of something special. This release, shaped by us and our enthusiasts, is a testament to our collective achievement.”

This collaboration highlights the essence of Paul John’s Single Cask program, offering whisky enthusiasts the unique opportunity to own a personalized piece of whisky history. Participants are invited to Paul John’s distillery in Goa, where they can select their cask and oversee its maturation and bottling process, adding a layer of exclusivity and potential investment value to the experience.

Hemanth Rao, Founder of SMAC shared, “Alter-Ego has been one of our most challenging releases to date in terms of exclusive single cask whiskies. This project required immense planning and a deep understanding of our members' preferences. Given the challenges of limited availability and distribution restrictions, this has been a tough endeavour. However, the outcome is immensely satisfying, as when you place the whiskies together as a set, they truly showcase the growth and sophistication of both India and our club. From the concept and design of the label and box to the careful selection of the whiskies, every detail has been meticulously evaluated.”

The "Ego" release from the Alter-Ego Single Cask Series is a noteworthy addition to Paul John’s offerings, giving whisky connoisseurs a chance to experience the pinnacle of Indian whisky craftsmanship.

Allied Blenders and Distillers Limited (ABDL), India's third-largest spirits company, has released its financial results for the first quarter of fiscal year 2025 (Q1FY25). Despite a challenging retail environment in India, the company reported a significant improvement in profitability, reflecting strategic brand decisions and cost-saving measures.

Financial Performance Overview:

• Total Income: Rs 1,769 crore, up by 0.5 percent from Rs 1,760 crore in Q4FY24, but down 7.3 percent from Rs 1,909 crore in Q1FY24.
• Income from Operations: Rs 759 crore, a decrease of 1.4 percent compared to Rs 770 crore in Q4FY24 and down 6.8 percent from Rs 815 crore in Q1FY24.
• EBITDA: Rs 76 crore, showing a growth of 22.0 percent over Rs 62 crore in Q4FY24 and a 44.0 percent increase compared to Rs 53 crore in Q1FY24.
• Profit After Tax (PAT): Rs 11 crore, a recovery from a loss of Rs 2 crore in Q4FY24 and Rs 3 crore in Q1FY24.

Alok Gupta, MD of ABDL said, "We delivered strong growth in profitability this quarter, driven by a strategic brand mix and cost-saving initiatives, despite facing short-term demand servicing challenges. With the successful IPO in July 2024 behind us, we are more confident in our ability to deliver sustained growth and enhance shareholder value creation. We remain dedicated to advancing excellence and achieving new accomplishments.”

Performance Analysis:

ABDL's Q1FY25 Income from Operations stood at Rs 759 crore, a decline from previous quarters due to ongoing challenges with delayed receivables from a key market since the second half of FY24. This issue has affected the broader industry and impacted the company's short-term volume growth.

The company delivered 7.3 million cases in Q1FY25, reflecting a 2.7 percent increase from 7.1 million cases in Q4FY24 but an 11.8 percent decrease from 8.2 million cases in Q1FY24. However, premiumization efforts continued to gain traction, with the Prestige and Above segment increasing to 36.9 percent of volume in Q1FY25, up from 33.5 percent in Q1FY24. In terms of value, this segment grew to 46.1 percent in Q1FY25 from 43.2 percent in Q1FY24.

The company's EBITDA reached Rs 76 crore, driven by a focus on optimizing the state brand mix and cost control, marking a strong improvement over previous quarters.

Business Developments:

• Zoya Premium Gin: Following a successful launch in Haryana, ABDL expanded its premium gin, Zoya, into Maharashtra, covering major markets such as Mumbai, Thane, Pune, Nashik, and Nagpur.
• ICONiQ White Expansion: The world’s fastest-growing spirits brand of 2023, ICONiQ White, expanded into Madhya Pradesh, Meghalaya, and Chandigarh, bringing its presence to 17 states and union territories, with plans to be available pan-India by Q3FY25.

Global Rankings: According to The Millionaires’ Club Global Rankings 2024:

• ICONiQ White is the fastest-growing spirits and whisky brand globally.
• Officer’s Choice ranks as the 6th largest spirits brand and the 3rd largest whisky brand worldwide.
• Sterling Reserve is the 36th largest spirits brand and the 14th largest whisky brand globally.

Following its successful IPO in July 2024, ABDL is well-positioned to meet demand and continue its growth trajectory in both the Indian and global retail markets.

Effingut, a prominent name in India's craft brewing sector, is set to introduce its signature craft beers in cans. Founded over a decade ago by Manu Gulati, Effingut has grown from a small brewpub in KP, Pune, to a national presence with 11 outlets, including 4 brewpubs, 2 bistros, and 5 E2Go locations.

The move to canned craft beers aligns with Effingut's vision to make craft beer accessible for every occasion, combining the convenience of cans with the exceptional taste and quality that Effingut is known for. Effingut’s Bavarian Wheat Beer and inCider Ale Kashmiri Apple will soon be available in 500-ml cans across Pune and Mumbai.

Manu Gulati, Founder of Effingut said, "At Effingut, our journey has always been about crafting legendary beers that reflect our passion for quality and the joy of brewing true craft. The introduction of our true craft beers in cans marks a legendary milestone in our mission to make exceptional craft beer accessible to all."

Effingut has captivated craft beer enthusiasts across India with over 230 distinct beer styles, using only the finest ingredients and traditional brewing techniques. Following the success of their brewpubs and bistros, Effingut introduced E2Go growler stations, bringing the Effin Good craft beer experience directly to consumers.

Gulati said, "With the introduction of our craft beers in cans, we can proudly say that we have come an extraordinary way. We look forward to unveiling two more exciting styles shortly, further enriching our offerings and delighting our customers. We believe in offering something for everyone. By expanding into cans, we're not only broadening our reach but also ensuring that our beers can be enjoyed wherever and whenever our customers choose."

Effingut's launch of beer cans marks a significant step in their journey to redefine the craft beer landscape, with the aim of becoming a pioneer in India for introducing craft beers in cans.

NeuWorld Spirits, a conglomerate spanning tobacco, FMCG, and real estate sectors, has ventured into the premium white spirits category with the introduction of Living Legend Premium Vodka. Crafted to redefine standards in the spirits industry, Living Legend embodies sophistication and refined taste. This addition complements NeuWorld Spirits' existing portfolio, which includes whisky brands Downing Street and Royal Tribe.

Living Legend Premium Vodka is meticulously crafted from select grains, distilled five times to ensure purity and smoothness. Its unique flavour profile is a harmonious blend tailored to perfection. The vodka presents a clean and neutral aroma on the nose, with a subtle hint of freshness. On the palate, it offers a soft and velvety texture that delicately coats the mouth without any harshness. The finish is long and smooth, leaving behind a pleasant warmth that invites enthusiasts to savor the moment.

Initially available in Quart and Nip sizes, Living Legend Premium Vodka will debut in select markets starting with Punjab, Uttar Pradesh, and Haryana, followed by Delhi, Chandigarh, and Himachal Pradesh. Prices will range from Rs 800 to Rs 1100, varying by state.

Poonam Chandel, Managing Director of NeuWorld Spirits said, "We are thrilled to introduce Living Legend Premium Vodka. This launch signifies our commitment to setting new standards in vodka quality and taste. Living Legend epitomizes our dedication to innovation and excellence in every sip, catering to discerning consumers seeking an elevated vodka experience."

According to an IWSR report, India's vodka market is projected to grow by approximately 2.13 percent from 2024 to 2028, maintaining its position as the preferred choice in the white spirit segment.

Peak Spirits, a global spirits company, has announced the launch of Jin JiJi, an exquisite dry gin that reflects the very spirit of our country. 

With botanicals inspired by the India’s most popular brew and now a global favourite - Masala Chai, Jin Jiji is a masterpiece crafted with passion and tradition.

Derived from the Hindi word "जिजीविषा", Jin Jiji embodies a zest for life that permeates every facet of this exceptionally delicious gin. 

Widely available internationally, including in the US, Australia, New Zealand, Singapore, and across Europe, its debut in India beckons ginthusiasts to celebrate life and honour the brand’s jijivisha philosophy of spreading happiness and positivity.

Founded by Ansh Khanna, a well-travelled global citizen, who has always been intrigued by the art & science of crafting spirits, and Master Sommelier Ken Fredrickson, a master sommelier with over two decades of experience in the wine and spirits industry, Jin JiJi is the amalgamation of knowledge, passion for excellence and diverse influences transformed into a truly distinctive spirit.

"Versatile, vibrant, and uber chic – Jin JiJi is our wildest gin dreams putting on their evening best. We aimed to create a gin that’s not just about remarkable taste but also a delicious blend of regional Indian goodness and traditional gin-craft, with a splash of Himalayan sweetness tailor made for the global palette,” shared Khanna.

Envisioned as a global brand, Jin Jiji was first unveiled internationally in 2019, and has swiftly risen to prominence, becoming the favored gin in many Michelin-starred restaurants such as Indienne in Chicago. 

From the nomenclature to the flavour palette, every detail, including the label design, draws inspiration from our rich cultural heritage, weaving a tapestry of traditional Indian motifs inspired from the vibrant array of botanicals that pepper through our country. The incorporation of Devanagari script alongside the Latin script in the logo serves as a powerful nod to the deep roots and cultural heritage of India.

Alcoholic beverages company, United Spirits has acquired a 15 per cent stake in Inspired Hospitality, the parent company of premium spirit brand, Pistola for Rs 5.65 crore, reported USL in BSE filing on Thursday.

“The Company will subscribe to 3,494 (three thousand four hundred ninety-four) Compulsory Convertible Preference Shares (CCPS) and 10 (ten) equity shares of Pistola, constituting approximately 15.0% of the paid-up share capital of Pistola (on a fully diluted basis),” added the filing.

Founded by brother-sister duo, Rakshay and Radhika Dhariwal, Pistola is engaged in the business of development, marketing and selling of agave spirits. 

Pistola doesn't own a bottling unit facility and has contracted with a third party.

With this investment, United Spirits aims to strengthen its position in the premium craft segment, read the filing.

The company further added that upon Pistola achieving certain pre-agreed milestones within a defined time period, United Spirits may acquire the remaining shares held by other shareholders.

Founded in 2010, Pistola positions itself among emerging premium agave brands in India. The brand started the commercial operations of its agave spirits business in December 2021.

It is also available across the USA, Singapore and Thailand. 

Sector Gin introduces its fusion of Hibiscus and Peach in a crafted gin.

Every sip of gin unveils layers of complexity, with the hibiscus delivering a floral blending with the essence of ripened peaches.

"We sought to redefine the gin experience by infusing it with hibiscus's vibrant harmony and peaches' natural sweetness. This creation celebrates botanical craftsmanship, inviting discerning palates to savour a symphony of flavours in every glass. As our consumers embraced our infused gins at events, we realized the potential to reach a wider audience by diversifying our offerings. The Hibiscus & Peach Infusion is just the beginning. We are committed to exploring and introducing more captivating flavours to elevate the gin experience." said Bharat Bhagnani, Founder, Sector Gin. "

The bottle is a visual representation of skill and artistry. The label is decorated with botanical patterns and colours inspired by beauty of a blossoming garden.

Spaceman Spirits Lab Private Limited (SSLPL) is known for crafting the high-end Indian gin Samsara, revealed its venture into the craft rum market with the debut of Sitara.

Introducing 'The Maiden Voyage' as its inaugural collection within the Sitara Rum series, the company has introduced two exceptional rum variations, distilled along the tropical coastline of the Indian Peninsula.

The initial release is the Sitara Barrel Aged White Rum, a fusion of Indian rums that undergo a combination of column and pot distillation processes.

These rums are aged in Virgin American Oak barrels and subsequently charcoal filtered to attain a crystal-clear spirit.

The next offering is the Sitara Botanical Spiced Rum, also a fusion of column and pot distilled Indian rums. Yet, this version undergoes a slightly lengthier aging process and is infused with seven carefully selected botanicals, resulting in spiced rum showcasing a uniquely Indian character.

These botanicals encompass Cinnamon, Ginger, Orange, Hibiscus, Vanilla, Coffee, and Cacao Beans.

“After successfully establishing brand Samsara in the Craft Gin space, we are now excited to debut our premium hand-crafted rum Sitara. This offering, too, is a quintessence of our aspiration to exhibit home-grown products that are curated for the world. With this entry into the Craft Rum segment, we aim to become a leading player in the Indian Craft Spirits industry.” said Mr Aditya Aggarwal, Founder and Managing Director, Spaceman Spirits Lab Private Limited.

The Sitara Barrel Aged White Rum and Sitara Botanical Spiced Rum are initially introduced in Goa, known as India's beach hub. Subsequently, these releases will soon reach other significant markets across the country.

​“Post this launch, we also plan to add premium vodka and tequila offerings to our portfolio as well”, Mr Aggarwal added.

In the 2020-21 period, Spaceman Spirits Lab Private Limited (SSLPL) ventured into the craft spirits domain by introducing its high-quality gin, Samsara. Renowned for introducing India's inaugural 'Pink Gin' under the Samsara label, the company has rapidly become one of India's fastest-growing craft gin brands.

Presently, it has the country's most extensive gin collection and holds a prominent position in terms of domestic sales volumes within this sector.

Tilaknagar Industries Limited, a prominent producer of premium brandy in India, recently purchased a 10 percent share in Spaceman Spirits Lab Private Limited (SSLPL) for Rs 9.75 crore.

The Sitara Barrel White Aged Rum is priced at INR 1200 for a 750 ml bottle in Goa, while the Sitara Botanical Spiced Rum is offered at INR 1350 for the same bottle size in the region.

Greater Than Gin is reintroducing its second limited-edition coffee-infused gin, "No Sleep," exclusively in Goa and for export markets.

The coffee infused gin will relaunch in Goa stores and is available in the UK, Germany, Italy, Singapore, and Taiwan.

Anand Virmani, Co-founder, and Master Distiller at Nao Spirits, emphasizes that in the craft spirits realm, distinctiveness comes from a blend of creativity and steadfast dedication to excellence.

Aligning with this ethos, NAO Spirits' distillers transformed a cocktail experiment from 2017 into this exquisite limited-edition gin.

This version of No Sleep Gin is intricately made by using a dark roast cold brew crafted from 100% Arabica Coffee originating from Chikmagalur and Coorg in Karnataka, India.

It's important to note that this gin contains no added sugar or flavorings. No Sleep gin is recommended to be savored with tonic water alongside an orange wedge, and it also serves as a base for cocktails such as the Negroni or the Espresso Martini, among other options.

“The No-Sleep gin was only our second limited edition ever. It is one that has remained close to our hearts not only because it’s really good, but because it was our very own Jay Dhawan who came up with the idea. Since we stopped production, we have received numerous messages from across the country asking us to bring it back, and I’m happy to report that we have relented. It’s going to be exciting to see No-Sleep back on shelves in shops and at our homes.” said Anand Virmani, Co-founder and Distiller of Nao Spirits.

Greater Than Gin is accessible in 11 states and 3 union territories in India and has reached 11 other countries globally, with plans for further expansion.

Since 2020, they've introduced an annual limited edition gin, with the most recent addition, Broken Bat Gin, revealed in 2022 and currently available in Maharashtra, Goa, and Karnataka.

Allied Blenders and Distillers Limited (“ABD”), is boosting its play in the Prestige and above segments in whisky with unique offerings built on core consumer insights. In its quest for this objective, ABD has launched a cool and stylish 180ML pack in ‘Hippy’. 

The Hippy is ABD’s re-imagination of the 180ml SKU, popularly known as the ‘quarter’, to a cool and stylish pack.

“Constantly innovating is one of ABD’s core values. The Hippy is a great example of this core value brought alive on the back of consumer-centric thinking. It is an offering that allows for widening of the occasions where consumers can engage with our brand on account of its style quotient and mobile form factor,” shared Alok Gupta, Managing Director, ABD.

The company was amongst the first to make this packaging format accessible to consumers of the semi-premium whisky for Sterling Reserve Whisky. The Hippy is a contemporary take on the ‘quarter’ and has appeal across all age groups. 

It is currently available in Maharashtra, West Bengal, Uttar Pradesh, Assam, Daman and Tripura.

“For long, alcobev consumers have suffered from the ‘brown-bag syndrome’ where they would be hesitant to be seen with their humble ‘quarter’ or ‘pau-a’. The Hippy allows consumers to break free of inhibitions and flaunt their Sterling Reserve BX Whisky,” added Bikram Basu, Chief Strategy and Marketing Officer, ABD.

DeVANS, known as India's most established producer of high-quality malt spirits and a range of award-winning beers, has established a production agreement with Vairagi Brewery in Barabanki, Uttar Pradesh.

This new partnership will increase their production capacity by 24,000 kiloliters, equating to an additional 2 million cases annually.

“Uttar Pradesh is a huge beer market and DeVANS was finding it increasingly difficult to feed the market to its full potential due to capacity constraints. The Vairagi production tie up would go a long way in helping us in meeting the demand for our beers in the State. It would also help us to avoid the additional costs of import duties and freight as also enhance our overall production capacity to 1,80,600 KL.” said Mr. Prem Dewan, Chairman & Managing Director, DeVANS Modern Breweries Ltd.

 DeVANS is known for its iconic beer brands like Godfather, Six Fields, and Kotsberg, operates two breweries, one in Rajasthan and another in Jammu.

In the past year, they have been manufacturing their beers through production agreements in Arunachal and Jharkhand.

Additionally, the company has recently formed a production partnership with Vairagi Brewery in Uttar Pradesh, marking their third such collaboration.

DeVANS has entered into a strategic partnership with Tropical Breweries Ltd in Tamil Nadu, which will commence production of the company's brands by November this year.

Notably, these collaborations involve state of the art breweries equipped with top-notch infrastructure for ensuring the production of high-quality beers.

DeVANS has been actively working on creating innovative products to introduce to the Indian market.

Among their offerings are Six Fields Cult, the country's first Belgian-style strong wheat beer, and Godfather Super 8, which is India's exclusive beer with an 8% alcohol by volume (ABV).

Beyond their beer lineup, DeVANS is exploring opportunities to expand their spirits portfolio. Last year, they ventured into the Single Malt segment with the successful launch of GianChand single malt whisky, which received exceptional reviews.

They have plans to introduce a couple of additional single malt expressions with extended maturation, expected by December 2023, along with the upcoming release of a premium craft gin and a blended whisky in the following year.

Radico Khaitan Limited, one of the largest IMFL companies in India has announced that the company will unveil the next two whiskies in the Jugalbandi series of eight Indian Single Malt whiskies, Jugalbandi #3 and #4, at The Whisky Show, London (29th September – 1st October 2023). 

The Rampur Jugalbandi series is a limited release at cask strength. 

Jugalbandi #3 and Jugalbandi #4 will be rolling out to the UK, USA, EU, Singapore, and Global Travel Retail October 2023 onwards.

In the world of music, Jugalbandi translates to “entwined twins” and refers to a duet of two solo musicians and instruments that own the stage in perfect partnership. The essence of this ancient art form has been captured in the new Rampur Jugalbandi Single Malts, where the two casks used in each expression complement each other in perfect harmony.

Anup Barik, Master Distiller at Rampur Distillery shared, “We always strive to continue innovating with each new release. I love marrying together pairs of different casks in the Jugalbandi series and am excited to have Rampur Select available again. We are looking forward to unveiling these three new expressions from the House of Rampur at The Whisky Show in London.” 

On the launch of two new expressions, Sanjeev Banga, President of International Business at Radico Khaitan, said, “With our Rampur Indian Single Malt portfolio, we have always strived to take India to the World. There is a lot of mysticism about India and the global consumers are always intrigued by the Indian culture and heritage. The Jugalbandi series is a testament to our brand creation capabilities and celebrates an ancient Indian artform. We are proud to showcase our Indian heritage with the third and fourth launch of this series at The Whisky Show. The first and second expressions in the Jugalbandi series sold out in record time and we are excited to see the reaction to this next range of limited-edition, collectible whiskies.” 

Earlier this year, Radico Khaitan had launched Sangam World Malt Whisky which combines the finest malts sourced from traditional European origins as well as from the New World, weaving a tapestry of nuanced flavours and creating a harmony that is both delicate and refined. 
 

Short Story—the latest from Goa-based Third Eye Distillery is now available in New Delhi.

The brand aim is to drive the conversation homewards when it comes to creating a benchmark for quality spirits.

At the helm of the brand is Pankaj Balachandran, Brand Director, Short Story—a highly acclaimed veteran of the beverage industry.

“There has been a general rise in interest towards cocktail culture and subsequently, a need for quality, true-to-style spirits that can be relied upon. I am excited to have had the chance to work on these spirits personally with the goal of delivering a great drink irrespective of the occasion. We hope to be the brand that bartenders and consumers invariably reach for a drink, be it for themselves or someone else,” he shared.

Short Story was created with a vision to provide the Indian spirits landscape with go-to spirits that are synonymous with quality and dependable across occasions.

“Having worked in the beverage industry for over ten years, I noticed the need for a go-to spirits brand in India, something that exists in most international markets. Over the years, this need-gap has propelled the dependency on imported brands for regular consumption. We, at Third Eye Distillery, wanted to offer the Indian spirits landscape with a portfolio of true-to-style essential spirits which set a standard for quality and are an effortless choice be it at home or a bar,” added Pankaj.

The Short Story portfolio currently includes a classic London dry gin with a juniper backbone, a triple distilled, charcoal-filtered grain vodka, and Indo-Caribbean white rum with a side of a geography lesson.  

With Short Story spirits, Third Eye Distillery is hoping to transcend the conventions of the spirits landscape by staying away from long-winding tales and the incessant romanticizing of ingredients and processes to justify the quality.

Short Story is set to hit bars and retail shelves across Bangalore, Mumbai, and Goa in September and subsequently in other parts of the country.

Short Story in Maharashtra, is available at the following prices: Vodka: 1650; Gin: 1850; and Rum: 1950. However, all three bottles can be purchased in Karnataka for INR 1950 and Goa for INR 1050, respectively. In the capital the brand is priced at; INR 1000 Vodka, INR 1100 Gin, INR 1200 Rum.

The Confederation of Indian Alcoholic Beverage Corporations (CIABC) has written to the Delhi Government asking for the removal of rules from the upcoming excise policy for 2023–2024 that they claim discriminate against products made in India and encourage imports.

The representative body of the Indian alcoholic beverage producers urged for improvement in the rules of ease of doing business, simplification of the new product launch process, and digitization of all operational processes when suggesting measures to be included in the upcoming excise policy for the following fiscal year.

"These regulatory oddities date back to a time when India was viewed as a producer of subpar goods. For example, the licence fee for an imported whisky is Rs 50,000 per year, but if the same product is produced in India, the fee will be at least Rs 25 lakh. The excise policy from November 2021 had addressed these issues, but with its withdrawal, the topic is back on the table, according to the CIABC.

"Each year, we present state governments with ideas for making alcohol regulations effective for all parties involved. Being the capital of the country, Delhi has unique needs, and we modify our recommendations to best achieve that goal, stated Vinod Giri, CIABC Director General.

The CIABC has also benefited from the opening of independent stores all throughout the city, the reopening of airport stores, the lowering of the drinking age to 21, and the synchronisation of retail hours and the number of dry days with neighbouring states.

Along with solutions for the upcoming excise policy, the CIABC requested in its letter a decision on its request for authorization to sell stocks that were left over at wholesale due to frequent changes in the excise policy in 2021–22 and 2022–23, as well as the clearing of previously overdue funds to businesses.

Allied Blenders and Distillers (ABD) Ltd., one of India’s largest domestic Spirits company, has launched two new whiskies with a twist Srishti Premium Whisky and Sterling Reserve B7 Whisky Cola Mix.

Srishti Premium Whisky is a blend of rare Scotch Malts paired with select Indian grain spirits and its unique expression is rounded off with curcumin. Sterling Reserve B7 Whisky Cola Mix is the award-winning whisky blend, infused with cola to add a zing to every drinking occasion. The whisky cola mix retains the colour of whisky in the bottle, in a glass with water, soda or when consumed as a shot.

“At ABD, we are living our core value of ‘Think Differently’. Srishti and Sterling Reserve B7 Whisky Cola are testaments to the disruptive innovation mindset that we nurture and thrive on. Both products are rooted in consumer insight and are the first of their kind in the Indian market,” shared Shekhar Ramamurthy, Executive Deputy Chairman, ABD.

Talking about the launch, Bikram Basu - Chief Strategy, Marketing, Business Development Officer, said “Srishti is truly disruptive. From its infusion with curcumin, naming of the product, to its launch in the Metaverse today before its market launch. Srishti and has been in the making for a few years and gives consumers a great whisky with an interesting natural ingredient. Sterling Reserve B7 Whisky Cola is aimed at young adults who prefer whisky with a flavour, and cola is a global winner”.

In continuing with its trend of offering unique experiences to consumers, Srishti Premium Blended Whisky has been first launched in the Metaverse at the ‘ABD MetaBar’ https://abdmetabar.com/ and will be subsequently launched in key markets soon. Sterling Reserve B7 Whisky Cola has been recently launched in Assam and will extend nationally this season. Both the brands are available in three pack sizes i.e., 750 ml, 350 ml and 180 ml.

In a step towards expanding its premium brandy portfolio, Tilaknagar Industries Limited has announced the unveiling of Mansion House Reserve French Style Brandy, the premium variant of its flagship brand, Mansion House.

The unique feature of the exclusive Mansion House Reserve French Style Brandy is its blend which is made from special kind of ‘Ugni Blanc’ grapes handpicked from the Sahyadris in India that impart a  slightly sweetish and lingering taste to the blend.

This premium launch comes right after the unveiling of India’s first premium flavoured brandy by TI under its renowned Mansion House brand.

In the first phase, the new Mansion House Reserve Brandy will be made available in Tamil Nadu which is the largest brandy consuming state in India. This will be followed by launch in other prominent markets.

“The high demand for premium products is evident and this is also driving the cocktail culture in India. We aim to offer a superlative experience to consumers through our range of premium brandy products. As a market leader in this category, we also aspire to put the spotlight on brandy across markets and geographies and highlight the versatility of this drink to consumers,” shared Amit Dahanukar, Chairman and Managing Director, Tilaknagar Industries.

Currently, TI is India’s largest premium brandy manufacturer and its brand, Mansion House is the country’s highest selling premium brandy. In FY22, approximately 6 million Mansion House Brandy cases were sold and the millionaire-brand registered a robust 25 per cent year-on-year growth.

Under the Indian-Made Foreign Liquor (IMFL) category, brandy is the second largest product segment. It accounts for 20 per cent of the total IMFL sector by volume.

India is one of the largest markets for brandy globally. As per the company’s estimates, the premium brandy market in India is expected to grow at a robust Compounded Annual Growth Rate (CAGR) of 10-12 per cent.

Nao spirits launches a special variant of Hapusa Himalayan dry gin in Delhi – Distiller’s Cut.

Bottled at a higher alcohol strength of 47 percent ABV, this Gin is able to retain and showcase some of the more delicate notes of its botanicals like raw mango and turmeric resulting in a taste experience that is familiar, yet richer and even more complex than the original.

“This is an important milestone for us. Delhi has quickly emerged as one of the hot-spots shaping Gin culture in the country. We’ve seen some of the best bars in the country emerge from Delhi. This coupled with a real hunger to experiment among the Gin drinkers of the city, as evidenced by the emergence of Gin-focused festivals like the Gin Explorer’s Club has made our desire to take that step into Delhi burn even brighter,” shared Anand Virmani, CEO and Distiller at Nao Spirits & Beverages.

First introduced in 2018, Hapusa, the world’s first Himalayan Dry Gin is a product of Nao Spirits and Beverages, a spirits company that has propelled the Indian gin market into the global gin universe by producing the country’s first craft Gin brands.

Distilled in India with foraged Himalayan Juniper and locally sourced botanicals, Hapusa is a gin that is uniquely Indian.

Hapusa hits Delhi after a series of successful launches in markets like Goa, Maharashtra, Karnataka and Rajasthan. It is also available across 17 countries such as the UK, USA, Singapore, Norway, Italy and Hungary among others.

The homegrown spirits company has been spearheading the resurgence of the premium Gin category in India under the aegis of three young individuals – Anand Virmani, Aparajita Ninan and Abhinav Rajput.

Japanese beverage brand Sakurafresh had recently launched their world acclaimed and awards winning range of Zero Alcoholic spirits and liqueurs in India.

The range includes Amaretto Liqueur, Amaro Italiano Liqueur, Italian Red Bitter Liqueur, Reposado Spirit and Negroni among others.

The Amaretto and Amaro Italiano are the world’s first Zero alcohol versions of the same.

“As a global manufacturer of beverages for conscious consumers, we have a simple vision to enrich the health of our consumers by offering a wide variety of sustainable beverages,” shared  Naveen MV, Co-Founder by adding that these range of Zero Alcohol Spirits, Liqueurs, beverages and concentrates are carefully crafted by combining ancient recipes, and blends of botanicals & herbs that are sustainably grown along with extensive R and D and modern blending techniques to offer the consumer an unmatched sensory experience.

Headquartered in Yokohama, Japan, Sakurafresh Beverage & Food is a global manufacturer of beverages and culinary food products.

Sakurafresh India has a world class manufacturing unit in Mysore district which services India and the neighboring SAARC countries. 

Their portfolio also includes Cocktail Syrups, Citrusy and Tropical fruity Tarts, Tonic Water Concentrates and Aroma Finish (edible perfumes). Their Tonic water concentrate is the first in the world which is Quinine free.

Anheuser Busch InBev India (AB InBev) today announced the launch of Budweiser Beats– marking its debut in the non-alcoholic energy drink category.

The launch of Budweiser Beats reinstates the company’s commitment to offer more choice to consumers across the country.

Budweiser Beats is now available on India’s Amazon, Grofers, Big Basket, Swiggy Instamart, leading modern retail and department stores across the country at Rs.90 for a 250 ml can.

“We are delighted to introduce Budweiser Beats in India, marking our entry in the energy drink category. Budweiser continues to be one of the fastest-growing premium brands in the country, and we are thrilled to introduce the first energy drink from Budweiser globally in India,” said Kartikeya Sharma, President – India & South East Asia, AB InBev.

Produced using world-class quality standards and processes, Budweiser Beats strives to build on AB InBev’s promise of delivering the highest quality non-alcoholic products to consumers.

Budweiser Beats contains natural caffeine and B-vitamins, formulated to offer consumers a superior taste and drinking experience.

The Delhi government has allowed home delivery of liquor under the amended excise rules.

The Delhi Excise (Amendment) Rules, 2021, in a gazette notification on Monday, allowed licence holders to deliver liquor booked through an app or a website at the doorstep of the customer.

“Licence in Form L-13 for home delivery of Indian liquor and Foreign Liquor by ordering through mobile app or online web portal,” it read.

The rules also permit the holders of the necessary licences to serve liquor in open spaces such as terraces, the courtyards of clubs, bars and restaurants.

However, it will not allow liquor stores across the city to carry out home delivery of liquor immediately.

Only those traders in possession of the L-13 license will be allowed to carry out home delivery of liquor booked via mobile apps or portals developed for this purpose.

According to the previous rules, home delivery was not explicitly barred, but holders of L-13 license were allowed to carry out such delivery “at the residences only if order is received through e-mail or by Fax (not on telephone)”. But home delivery of liquor eluded the capital.