Paul John Whisky Unveils Exclusive Single Cask Release at Bengaluru Airport

Cellar 33, founded in 2023 by Amrita Singh and Mattia Antonio Cianca, is strengthening its position in India’s premium beverage industry. Headquartered in Bordeaux, the international export and marketing agency focuses on curating and distributing premium Champagne, wine, and spirits for the Indian retail and hospitality sectors.  

The agency has built a reputation for strategic brand development and market expansion, participating in major industry exhibitions such as Vinexpo 2022 in Mumbai and Delhi, and ProWine India in 2023 and 2024. Combining expertise in branding, marketing, and sommelier knowledge, Cellar 33 offers tailored solutions to elevate brands within the wine and spirits industry.  

At ProWine India 2024, Cellar 33 showcased a curated portfolio featuring 25 producers and 42 distinct offerings. This included 14 Champagne producers, Crémant de Bordeaux, and premium selections from Château de Pressac and Château de Lacquy. Global soil experts Claude and Lydia Bourguignon also contributed insights on terroir and its impact on wine quality during the event.  

The collection further highlighted premium Cognac and Armagnac, the artisanal Archibald tonic, and the world’s best cider of 2023, reflecting Cellar 33’s focus on variety and quality.  

Amrita Singh, Co-Founder stated, "Cellar 33 represents our shared passion for wine and our commitment to bringing the finest selections to the Indian market. From hosting globally recognised experts like Claude and Lydia Bourguignon to presenting an exceptional portfolio at ProWine India 2024, we aim to redefine the premium beverage experience for our partners and consumers."  

Mattia Antonio Cianca, Co-Founder of Cellar 33 added, "Our vision for Cellar 33 has always been to bridge the gap between global excellence and the evolving Indian market. Through our curated portfolio and strategic presence at industry-leading exhibitions, we have showcased not only exceptional beverages but also the importance of terroir and craftsmanship."  

Cellar 33 continues to focus on providing premium beverage solutions to India’s hospitality and retail markets, offering strategic insights and exclusive products to meet evolving consumer preferences.

The ultra-premium Louis Vuitton-Moët-Hennessy tequila brand, ‘Volcan de Mi Tierra’ is introducing its remarkable collection in India. Volcan de Mi Tierra Tequila is a major milestone in the luxury spirits market by providing the best tequila products to Indian consumers. With an exclusive lineup that includes Blanco, Reposado, Cristalino, and the remarkable Volcan X.A., the launch raises the bar for elegance and craftsmanship in the spirits industry.

The Gallardo family has been creating tequila since 1774 at the renowned Hacienda La Gavilana in Jalisco, Mexico, and Volcan de Mi Tierra is based on their long-standing customs, which date back more than three centuries. By combining the Gallardos' expertise in tequila handcraft with Moët Hennessy's global expertise, the two companies collaborate to create a product that honors the skill of tequila production, authenticity, and innovation in each taste.

A distinguished honor in the tequila sector, NOM 1523, is proudly linked to Volcan. With more than 2,200 tequila brands produced by 169 distilleries in Mexico, Volcan stands out as one of just five additive-free single nom distilleries worldwide, demonstrating its dedication to the highest standards of purity and quality.

"Volcan de Mi Tierra brings a distinctive offering with its positioning of being one of the only five Tequila’s worldwide with a single nom and 100% additive-free – it delivers an authentic expression of Mexican terroir and craftsmanship," commented Smriti Sekhsaria, Marketing Director, Moët Hennessy India.

Volcan de Mi Tierra’s arrival in India marks an exciting chapter in luxury spirits, bringing a new level of sophistication and artistry to the world of tequila.

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.

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.

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.

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.

Blisswater Industries (House of Blisswater), a homegrown alcobev and lifestyle company, headquartered in Bengaluru, has announced its foray into the Karnataka market. Their award-winning Yaksha Whisky will now be available in liquor stores across Karnataka. It will be available at liquor retail stores and outlets across Karnataka; the 750 ML bottle of Yaksha Whisky is priced at INR 2,380.

Yaksha Whisky, which combines the best Indian grain spirits with malts from Scotland's Highlands, takes you to a world of classic sophistication with each taste. Its incorporation of botanicals inspired by Soma, an ancient elixir and emblem of life, is what really makes it unique. A layer of richness is added by the Soma botanicals, which turn each glass into a symphony of tastes.

 “We are thrilled to introduce Yaksha Whisky to the discerning palates of Karnataka," said Varna Bhat, Master Blender and Founder of Blisswater Industries.

He added, "Karnataka is an important market for us, and we are confident that our unique blend, inspired by rich Indian heritage, will resonate with enthusiasts here. We have been encouraged by the positive market acceptance over the past 25-30 months in markets such as Goa, Maharashtra, Rajasthan in India as well as in international markets including USA, Japan, Singapore and in Duty-free stores at multiple airports. We are happy to share with you that Yaksha is now available in Karnataka. We look forward to sharing the Yaksha experience and creating lasting connections with our patrons here."

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.

Amrut Distilleries has announced the global launch of Bella, the world’s first single rum made entirely from jaggery. Sourced from the Sahyadri range and Mandya, Bella has been aged for six years in ex-bourbon barrels under tropical conditions. The release of this unique rum coincides with the 75th anniversary of Amrut Distilleries and is a tribute to India’s cultural heritage.

Bella's creation was inspired by the vision of Shri Neelkanta Rao Jagdale (NRJ), often referred to as the Father of Indian Single Malt. His respect for Indian traditions led to the development of this jaggery-based rum. Despite the absence of a license provision in the Karnataka Excise rules at the time, NRJ's determination paved the way for Amrut’s eventual success in obtaining the first license to distill jaggery rum in 2012.

Rakshit N Jagdale, Managing Director of Amrut Distilleries said, “We are honored to present my father’s vision of bringing 100 percent jaggery rum to life. On our Founder’s Day, we dedicate Bella to my father, as he created this category by presenting it to the progressive Karnataka Excise, which granted us the first-ever license to distill jaggery single rum.” He also noted that Bella was soft-launched in July, with the global debut held at Sheraton Grand Bengaluru Whitefield Hotel and Convention Centre.

Sanjay Gupta, General Manager of Sheraton Grand Bengaluru Whitefield Hotel and Convention Centre, said, “We take pride in partnering with brands that reflect India’s heritage. Hosting Bella's global launch is a privilege, and this 100 percent jaggery-distilled single rum brings a unique story to the world of spirits.”

India has a long history of rum production, predominantly using molasses. In 2013, Amrut made strides with its Two Indies Rum, blending Indian jaggery and Caribbean molasses. Bella continues this legacy by focusing solely on jaggery, an ingredient deeply rooted in India’s history, dating back to the Indus Valley Civilization. Jaggery’s significance as a natural sweetener and cultural symbol remains strong, particularly in Karnataka, where Amrut Distillery is based. Bella, which means “jaggery” in Kannada, reflects Amrut’s commitment to preserving this heritage.

The introduction of Bella not only showcases a new product but also establishes a new category in the Indian rum market: Premium Indian Rums. With its deep ties to native ingredients and traditions, Amrut Distilleries aims to celebrate India’s cultural legacy, inspiring pride among both local and international patrons.

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.

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.

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.

Tinna Trade has announced the acquisition of Fratelli Wines, a prominent name in Indian winemaking. This strategic move, involving the issuance of 3,07,79,184 shares of Tinna Trade Ltd. to Fratelli Wines' shareholders, makes Fratelli Wines a 100% subsidiary of Tinna Trade. Following this acquisition, Tinna Trade has been renamed Fratelli Vineyards Ltd., upon completion of the necessary statutory and regulatory processes.

For the fiscal year ending March 31, 2024, Fratelli Vineyards reported a net revenue of Rs 215.6 crore and an EBITDA of Rs. 28.6 crore, with 70 percent of its revenue coming from premium offerings. This acquisition positions Fratelli Vineyards for significant growth and expansion in the Indian wine market.

“We are delighted to reimagine Tinna Trade as Fratelli Vineyards. We have been building our vineyards, brands, and a unique integrated ‘grapes to bottle’ model since 2007. Today, the business is poised for strong and sustained expansion with an attractive portfolio of brands. As a focused entity, Fratelli 2.0 is getting future-ready. Being listed creates an opportunity for the shareholders to participate in the value creation journey backed by our strong experience in the lifestyle/business of wine," said Gaurav Sekhri, Managing Director of Tinna Trade.

Fratelli Vineyards is renowned for its luxury wine brands like J’Noon and Sette, which are category leaders in India. Since its inception as a family-backed vineyard, Fratelli has made significant strides in the wine industry, earning recognition among oenophiles and premium hospitality brands across the country for the quality of its wines. The business is well-positioned for robust growth with a sharp focus on brand development and new product launches.

The share swap was executed in full compliance with regulatory guidelines, underscoring a commitment to integrity and excellence. As part of the strategic plan, Tinna Trade's current agricultural and non-agricultural trading operations have been phased out, allowing the company to focus entirely on the winemaking industry.

STOK has introduced a new brand identity and digital campaign aimed at enhancing its connection with consumers. The initiative, dubbed "Live The Chill," features the STOK Panda in revamped roles representing different beer variants: the adventurous Panda for STOK Strong, the laid-back Panda for STOK Lager, and the poised Panda for STOK Wheat.

The campaign, developed by Asymmetrique, was executed in three phases. It began with the STOK Panda's disappearance from packaging, creating buzz and engagement on social media. This was followed by teasers and influencer-driven posts, culminating in the reveal of the Panda’s new look through a video and updated packaging. The final phase included a personality film, influencer collaborations, and an AR filter for an interactive experience.

Vedant Kedia, CEO, MEBL said, "We wanted STOK to have a unique appeal that caters to beer choices sought by Gen Z. This generation values individuality and seeks out brands that resonate with them on a personal level. The idea behind creating the three STOK Pandas was to reflect that spirit. This campaign has brought our vision for the brand alive via a campaign that makes the brand stand out even more. Asymmetrique has done a fantastic job in conceptualising this campaign and bringing our vision to life."

Nitin Gupta, Founder and MD of Asymmetrique commented, "In the beer category, packaging becomes the first point of brand connect with consumers. Our goal was to create a campaign that not only showcased the new packaging, but also allowed consumers to connect with their beer type through STOK Panda’s brand-new avatars. We therefore focused on crafting a narrative that would instantly engage and excite the audience by allowing them to participate in the search for STOK first, and then discover the STOK Panda of choice matching with their own personality. This then translated into a connect with the beer type exemplified by the chosen Panda avatar. A brand-new website was also launched alongside, which allowed old and new STOK discoverers to immerse themselves into the STOK philosophy and truly live the chill."

The campaign coincides with STOK's broader shift towards a lifestyle brand, exemplified by the launch of its YouTube channel, "STOK ‘N CHILL," which features stand-up comedy to complement the beer experience.

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.

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.

Loca Loka has officially entered the international alcohol market, launching its initial offerings: Tequila Blanco and Reposado. Crafted from 100 percent Agave in the renowned Jalisco region, this innovative tequila blends the cultures of India and Mexico. Loca Loka is supported by Indian film actor Rana Daggubati, musician Anirudh Ravichander, and entrepreneur Harsha Vadlamudi, Managing Partner at Ironhill India.

Set for global expansion, the brand will first launch in the U.S., followed by other international markets, including India, later this year. The U.S. has been chosen as the initial launchpad due to its appreciation for craft spirits, growing consumer trends, and a culturally diverse landscape, including a significant Indian diaspora.

Originating from the highlands of Jalisco, Mexico, Loca Loka tequila is distilled from 100 percent pure highland agave and aged for over six years. This creates a perfect balance of sweetness and spice, blending the fiery spirit of Mexican festivities with the aromatic spices of Indian cuisine.

León Bañuelos Ramírez, Head of Jalisco distillery Production, commented, "It's thrilling to see the global embrace of Mexican tequila traditions, and with Loca Loka, we're seizing this opportunity to explore and bridge cultures. By merging the rich flavors and cultural essence of Mexico with the vibrant traditions of India, Loca Loka is crafting a truly unique and exciting tequila experience."

Loca Loka is backed by Rana Daggubati, Anirudh Ravichander, and Harsha Vadlamudi. Their combined efforts bring cultural richness to the brand. Rana Daggubati said, “Both Indian and Mexican cultures boast rich histories, vibrant music, and art. With Loca Loka, we look forward to bringing the essence of these cultures together and sharing them with longtime lovers of tequila, as well as those who are beginning their tequila journey."

Anirudh Ravichander added, “Culture and craftsmanship woven together with creativity define this brand and that is truly inspiring. The brand’s innovative take on tequila for a global audience lends itself to the universal language of music, and I’m excited to be a part of it.”

Tequila is among the fastest-growing spirit categories globally, with North America leading the market in 2023. This growth is driven by an increased consumer interest in new, exotic flavors. Loca Loka aims to introduce Indian-American consumers to the rich tastes and culture of Mexico while resonating with familiar flavors from their heritage.

Harsha Vadlamudi explained, "As we witnessed the transformation of tequila in the US from a quick party shot to a sophisticated spirit savored by many, it was clear there was a unique opportunity. This shift, coupled with our vision to bridge the rich cultures of Mexico and India and global market potential cinched the idea that we were on the right track."

Loca Loka will be available in select retail stores in Los Angeles, New York, and New Jersey from mid-June, with an expansion into Illinois and Texas in August. 

Loca Loka offers two distinct variants: Tequila Blanco and Tequila Reposado. The Blanco 750 ml bottle will retail for $45.99, and the Reposado will retail for $54.99.

Allied Blenders and Distillers Limited (ABDL), India's third-largest IMFL company by annual sales volumes from Fiscal 2014 to Fiscal 2022, has introduced Zoya Special Batch Premium Gin ("Zoya") to the Mumbai market. This follows its initial launch in Gurgaon, marking Zoya's entry into Maharashtra. Zoya is crafted from 100 percent grain and natural spirits, incorporating juniper and 12 botanicals for a fresh and distinctive finish.

This launch reflects ABDL's strategy to enhance its portfolio with premium offerings and expand its distribution in the premium segment. Recently, Zoya has earned recognition, winning the "Campaign Innovator of the Year" award at Icons of Gin India 2024 and the "New Product of the Year" award at Ambrosia Awards INDSPIRIT 2024.

Alok Gupta, Managing Director of ABDL stated, "We are thrilled to bring our Zoya gin to Maharashtra. We are committed to excellence and innovation as we continuously elevate the consumer experience.”

Zoya Special Batch Premium Gin, priced at Rs 2200 for a 750ml bottle, will be available at top hotels, restaurants, and liquor retail stores across Maharashtra, offering consumers a taste of its craftsmanship.

818 Tequila, the premium tequila brand owned by Kendall Jenner, has officially launched in India. Distributed exclusively by Berry Beverages and imported in partnership with Zoup Beverages, 818 Tequila is now available in the Delhi NCR region with plans for further expansion across the country.

818 Tequila's distinctive flavor comes from traditional processes at a state-of-the-art distillery in Amatitán, Mexico. The process includes slow-cooking agaves for over 30 hours, crushing them with large stone Tahona wheels, followed by a 48-hour natural fermentation. The agaves are then twice-distilled in alembic copper pot stills and aged in French and American oak barrels.

Despite its name originating from the Calabasas, California area code, 818 Tequila emphasizes sustainability. The distillery runs on biomass and solar energy, bottles are made from recycled glass, and packaging is certified by the Forest Stewardship Council. Additionally, 818 partners with s.a.c.r.e.d. (Saving Agave for Culture, Recreation, Education, and Development) to create building materials from tequila production byproducts, benefiting community initiatives across Mexico.

Kendall Jenner expressed, "I'm thrilled to announce that my brand, 818 Tequila, will be launching in India. This is another strong step for my company internationally and I'm excited to see everyone enjoying 818! Cheers!”

Sahir Berry, CEO at Berry Beverages, remarked, “We are ecstatic to have launched the acclaimed 818 in India, the world's fastest-growing industry for luxury spirits. Our burgeoning market for premium spirits, especially the rapidly-increasing demand and consumption of premium sipping tequila, is the perfect match for 818 Tequila.”

818 Tequila will be available in retail stores and at exclusive hotels and restaurants across Delhi NCR. Expansion to Mumbai, Goa, Karnataka, and Telangana is planned over the next few months.

Harshal Goel, Director at Zoup Beverages, commented, "We are thrilled to partner with 818 Tequila to introduce this exceptional brand to India. Together, we are setting a new standard for quality and sophistication in the Indian market."

In Delhi, the Blanco variation is priced at Rs 7170, the Reposado at Rs 8160, and the Añejo at Rs 12,760. The ultra-premium Eight Reserve is priced at Rs 27,390. 818 Tequila offers various options for enjoying their product, including neat, on the rocks, or in cocktails like the Pura Margarita, an espresso martini, or a twist on an Old Fashioned.

Pernod Ricard is the French spirits manufacturer has announced a 4% increase in sales in India during the initial six months of the ongoing fiscal year.

Operating on a fiscal year from July to June, the company attributes this growth to robust demand for spirits in the Indian market, as stated in their recent earnings report.

Furthermore, Pernod Ricard anticipates significant growth in the second half of the fiscal year (January to June 2024) from India, which stands as the second-largest market worldwide for the company, trailing only behind the US.

The company noted that its global brands such as Jameson, Absolut, and The Glenlivet experienced notable growth in the Indian market during the specified period.

Additionally, Pernod Ricard stated that its Indian whisky lineup under the Seagram's brand, which comprises IMFL (Indian-made foreign liquor) labels like Blenders Pride, Imperial Blue, and Royal Stag, achieved sales growth exceeding 4%.

The earnings statement indicated that the company experienced a boost in net sales during Q2 compared to a period with more relaxed comparables.

However, on a global scale, Pernod Ricard's sales for the first half of FY24 amounted to 6.59 billion euros, marking a 7% decline. Organic sales also decreased by 3%.

In the initial half of FY24, the Indian market accounted for 11% of Pernod Ricard's global net sales, securing its position as the second-largest contributor, trailing behind the US, which contributed 19%.

Pernod Ricard's premium product range led to single-digit price increases across all regions, although this was mitigated by decreased volumes and an unfavorable market mix.

Pernod Ricard's extensive global portfolio encompasses more than 200 high-quality brands, which include renowned names such as 100 Pipers, Chivas Regal, The Glenlivet, Absolut, Havana Club, and Jacob's Creek.

Additionally, Pernod Ricard possesses Indian-made foreign liquor (IMFL) labels like Blenders Pride, Imperial Blue, and Royal Stag.

Pernod Ricard's Indian subsidiary has surpassed the milestone of Rs 25,000 crore in sales.

Pernod Ricard India recorded a combined revenue of Rs 25,039.47 crore from its activities during the fiscal year concluding on March 31, 2023.

During an interview last December, Jean Touboul, the Managing Director of Pernod Ricard India, expressed his anticipation that India will ascend to a leadership position within the next 10 to 15 years, supplanting the US market.

This optimism is rooted in India's rapid domestic market growth outpacing that of other markets.

The company anticipates that the Indian market will triple its sales within the next decade.

This growth is forecasted to be driven by favorable macroeconomic conditions, a highly advantageous demographic profile, and an increasing trend towards premiumization in both Indian-made foreign liquor (IMFL) and imported brands. Touboul emphasized these factors as key drivers of growth.
 

Associated Alcohols & Breweries Limited, a prominent entity in the alcohol and beverage sector and a flagship member of the esteemed Associated Kedia Group introduces its artisanal premium gin "NICOBAR."

Nicobar boasts expert craftsmanship which offers a delightfully floral taste. It blends elderflower and hibiscus, delivering a flavor complemented by the peppery kick of grains of paradise.

AABL deliberately invested in specialized copper stills to ensure Nicobar's exceptional quality and tailor-made distillation.

This deliberate choice underscores our dedication to crafting a top-tier gin that embodies Nicobar's distinctive characteristics.

"The launch of 'Nicobar': The Spirit of Exploration goes beyond introducing a new product; it signifies a bold step in our pursuit of premiumization. This strategic move is a direct response to the increasing market demand for gin, showcasing our commitment to aligning with evolving consumer preferences. Venturing into the gin category allows us to capitalize on opportunities in the growing market, offering diverse and innovative spirits tailored to the discerning tastes of consumers." said Tushar Bhandari, Whole Time Director, AABL.

Nicobar initially launches exclusively in chosen outlets within Madhya Pradesh, marking the beginning of a planned strategic rollout that will gradually expand to Delhi and Kerala in the upcoming months.

It is presently available in a 750 ml size in Madhya Pradesh, it is priced at Rs. 2,360 per bottle. A

ABL currently oversees six proprietary brands, including Central Province Whiskey, Titanium Triple Distilled Vodka, James Mc Gill Whiskey, among others.

Additionally, the company holds licenses to produce renowned international brands such as Bagpiper Whisky, McDowell No. 1 Celebration Rum, White Mischief Vodka, Blue Riband Gin, and Director Special Black.

The Indian Comptroller and Auditor General (CAG) has highlighted a report indicating that Radico Khaitan Ltd. underpaid excise duty, totaling Rs 1,078.09 crore, along with associated taxes, to the Uttar Pradesh government.

Radico Khaitan, the producer of 8 PM whiskey and Magic Moments vodka, has come under scrutiny in a CAG report.

The report highlights that the assistant excise commissioner at Radico Khaitan Limited in Rampur failed to adequately oversee the matching of input excise material consumption as recorded in excise documents with the declarations made to the Income Tax Department.

This failure resulted in the company not identifying the understated consumption of input excise material, leading to a shortfall in excise revenue amounting to Rs 1,078.09 crore (inclusive of interest totaling Rs 482.34 crore) between the years 2013-14 and 2019-20.

The auditor reviewed records pertaining to molasses, grains, and barley malt utilized in the production of alcoholic beverages.

The auditor also contrasted the usage data of molasses, grain, and barley malt presented by the taxpayer in their official filings to the Income Tax Department (ITD) with the corresponding quantities recorded in the documents of the Assistant Excise Commissioner (AEC) at Radico Khaitan Limited in Rampur.

Discrepancies between the quantities stated in the records and the returns submitted to the income-tax department, in comparison to those held by the state excise department, were reportedly observed.

"The disparities identified in the consumed materials suggest that the taxpayer had misrepresented the consumption of input items in their excise records, resulting in a potential excise revenue loss of Rs 595.75 crore, with leviable interest amounting to Rs 482.34 crore," stated the CAG.

Radico Khaitan plays a role in generating approximately 30% of the state's excise revenue.

Radico Khaitan Limited, a spirits company in India known for its Jaisalmer Indian Craft Gin, is delighted to introduce their newest addition to their product range: "Happiness in a Bottle: A Happily Crafted Gin."

This gin collection has been carefully distilled to imbue each sip with a sense of joy and contentment, blending vibrant hues, delightful tastes, and a creative fusion of botanical ingredients.

The collection titled "Happiness in a Bottle: A Happily Crafted Gin" features three captivating variations: Joy of Juniper, Joy of Pink, and Joy of Citrus.

Each variant possesses its own personality, providing an extraordinary taste sensation that lingers on the taste buds.

"We take immense pleasure in presenting our newest creation, 'Happiness in a Bottle: A Happily Crafted Gin,' infused with the unique herb, Ashwagandha. We hope that every sip will inspire the consumer to savor the flavors and relish the joyous moments that make life truly fulfilling." said, Mr. Amar Sinha, the Chief Operating Officer of Radico Khaitan.

Radico Khaitan enters the realm of pink gin with the introduction of the "Joy of Pink" variant, captivating gin connoisseurs with its distinct charm.

Central to these variations is a curated assortment of 15 botanicals, including Juniper, Angelica, and Coriander, carefully selected to create a harmonious blend of flavors and aromas.

One standout ingredient found in all the variants is Ashwagandha, a renowned herb known for its energizing and mood-enhancing qualities.

By incorporating Ashwagandha, Radico Khaitan introduces an additional dimension of liveliness to this gin.

The design of the bottle itself showcases an artistic flair. It features a distinctive design, adorned with exquisite crystals, a label crafted with a textured brush paint design, and topped with a diamond-shaped cap.

Additionally, each bottle is accompanied by a neck tag that provides details about the different variants.

Tilaknagar Industries Limited (TI), an Indian-Made Foreign Liquor (IMFL) producer, made an important announcement regarding their wholly-owned subsidiary, Prag Distillery Pvt. Ltd. (Prag Distillery), has successfully exited the liquidation process, thanks to an order from the National Company Law Tribunal (NCLT).

This order has also authorized the reinstatement of Prag Distillery's Board of Directors, who will now resume the management of operations.

Prag Distillery is situated in Andhra Pradesh and has a bottling capacity of approximately 6 lakhs cases per annum.

Tilaknagar Industries Ltd, renowned for producing the well-known Mansion House brand, had previously reached an agreement with Standard Chartered Bank, the financial creditor of Prag Distillery, to resolve all outstanding debts of the subsidiary.

Pursuant to the agreement, Tilaknagar Industries made a payment of USD 2,250,000 to Standard Chartered Bank on behalf of Prag Distillery.

Tilaknagar Industries further entered into a settlement agreement with DCB Bank Ltd., the sole remaining financial creditor of Prag Distillery, and cleared their outstanding debts completely.

Moreover, Tilaknagar Industries paid approximately Rs 14 crore to settle the claims of all operational creditors of Prag Distillery, even though only three of them had formally submitted their claims to the Liquidator.

Additionally, Tilaknagar Industries resolved all outstanding dues owed to the employees of Prag Distillery, ensuring continued employment for around 100 individuals.

As part of the settlement process, Standard Chartered Bank, with unanimous approval from stakeholders, approached the liquidator to withdraw the application filed against Prag Distillery.

Subsequently, the liquidator filed an application with the National Company Law Tribunal (NCLT) to officially withdraw Prag Distillery from the liquidation proceedings.

Exercising its discretionary authority, the NCLT issued an order declaring the conclusion of liquidation for Prag Distillery Pvt Ltd and enabling the reinstatement of the company's Board of Directors.

Kolkata has got new destination Hedonne, a premium shopping destination for all things alcohol.

Offering one-of-a-kind experience for all liquor needs, it offers a complete solution under one roof.

Spread over 7500 sq ft, it is the brainchild of Vikash Musaddi, Mayank Shroff, Anant Shroff, Vikas Murarka and Anurag Murarka, Hedonne, was conceptualized with the idea that purchasing alcohol should be an experience, not a transaction.

“There was a major dearth of places to purchase good liquor in the city. Thus far, it has always felt like a transactional affair, where the customer goes in blind. When we buy a perfume, we get to try a few and then buy what we enjoy. The one that matches our taste and personality. We wanted to bring that element of personalization to the world of alcohol in our city,” said Mayank Shroff.

For the first time in eastern India, a liquor store provides a walk-in shopping experience. The store will have more than 9000 bottles on display of the premium range where the customer can pick and choose his preferred brands.

The store has an Alcopedia corner where customers can know about the alcohol in details in terms of where it is made, what it is made of, along with tasting notes.

Heddone features top-notch brands that range from the finest collections of scotch, wines, white spirits and beers from all over the world.

“Hedonne will start a new trend for liqour shopping, the customer will like to personally go and buy your liqour. Our sommelier will be keen to spoil the customer with the vast variety of choices,” said Vikash Musaddi.

“With Hedonne we would like to cater to nuances and interests of alcohol lovers and provide them with a one stop solution for all their whims and needs,” pointed Anurag Murarka.

Hedonne is a Greek god of pleasure - and the environment in the store is super indulgent. The in-house sommelier team assists with wine tastings regularly. The concept of try before you buy is new to the city.

“With the increasing number of women buying liquor and the present infrastructure being grossly inadequate to meet this latent demand, Hedonne will be the ideal solution to fill this gap.

We have done an in depth ground study and have come to the conclusion that Kolkata – Our city of joy , which has many firsts to its name like the first metro, the first capital should have this first of its kind liquor store.  Let’s get the spirit flowing,” added Anant Shroff.

We have our own app for home delivery, which will be live by next week.

Alco-Bev brand The Cocktail Story has launched a D2C e-commerce platform dedicated to everything Beverages & Spirits for Bartenders & Drink enthusiasts in India.

Consisting of various brands, the e-commerce platform is a marketplace that offers alco-bev products, allowing the patrons to order from the website and curate their own cocktail-making experience within the comfort of their home.

“We have always created content that resonates with all the spirit enthusiasts out there. Be it helping them to make clear ice at home, or educating them about essential cocktail glassware, we have always been ahead of the curve,” shared Vidhi Puri, founder- The Cocktail Story by adding that they are happy to bring together the movers and shakers of the industry under one roof by associating with top brands in this space.

A first in its category, The Cocktail Story has evolved and grown from a recognised brand to a marketplace that connects consumers with brands to help them choose the right ingredients, mixers, recipes, bar tools, and more.

The platform has top brands featured under various categories like Drink & Cocktail Mixers, Beverages like Tea, Coffee & Kombucha, Syrups & Bitters, Barware & Accessories, and Zero Proof.

Some of the top brands featured under the above-mentioned categories are Svami, Jade Forest, Seedlip, Jimmy’s Cocktails, The London Essence Co., Tea Trunk, Rage Coffee, GutLife Superfoods to name a few.

The launch of the new e-commerce platform aims to further establish The Cocktail Story nationally and internationally as a one-stop destination for the spirit enthusiasts, alongside shaping the regional alco bev industry, and providing a platform that promotes the cocktail culture in India.

India’s first premium craft rum Maka Zai enters Maharashtra with availability across 70 retail outlets and the Living Liquidz app.

Launched this January, Maka Zai is a product of Still distilling Spirits - a small, homegrown, and independent company that serves up ‘micro-marvels’ of rum, that help elevate your drinking experience.

Maka Zai translates to ‘I Want’, in Konkani, and has both a White Rum - the Bartender’s Edition, and India’s first Gold Rum - the Tribute Edition. Both variants are made from locally sourced sugarcane from various parts of the country, blended on Indian soil and nourished by the sweet waters of Goa.

“Maka Zai was born out of my passion for spirits and my curiosity to experiment with different flavours. I decided to curate a collection of premium rums that would meet the needs of consumers in India who were looking for a new and fine-tasting rum,” said Kasturi Banerjee, Founder and Director of Still distilling Spirits.

Through the brand’s philosophy, ‘Drink Well’, Maka Zai strives to elevate consumers’ drinking experience, by providing a high-quality craft rum.

Right from the raw materials sourced to the significance of Maka Zai’s logo featuring the native Olive Ridley turtle, everything is a tribute to the country.

Uber Technologies Inc. has acquired Drizly, an e-commerce alcohol delivery brand for $1.1 billion.

This is one of the biggest deal of Uber since July when it bought food delivery app Postmates.

Also Read; Uber acquires American food delivery player Postmates for $2.65 billion

The Drizly purchase primarily consists of Uber stock, with less than 10% in cash, shared a statement from Uber. With this acquisition, Uber shares climbed about 7% on Tuesday.

Before finalizing the deal with Uber, Drizly was also in talks with DoorDash and GoPuff in the US.

"Wherever you want to go and whatever you need to get, our goal at Uber is to make people's lives a little bit easier. That's why we've been branching into new categories like groceries, prescriptions and, now, alcohol," shared Dara Khosrowshahi, CEO, Uber in a statement by adding that introducing Drizly into the Uber family they can accelerate that trajectory by exposing Drizly to the Uber audience and expanding its geographic presence into our global footprint in the years ahead.

Drizly operates in more than 1400 cities in the US delivering customers their favourite wine, beer and other liquors from local stores.

May Interest: Zomato acquires Uber’s food delivery business in India

"We are thrilled to join a world-class Uber team whose platform will accelerate Drizly on its mission to be there when it matters — committed to life's moments and the people who create them,’ added Cory Rellas, Co-founder and CEO, Drizly.

Uber said it expects 90 percent of the transaction, which remains subject to regulatory approval, will be in shares with the remainder in cash.

flying taxis. Uber shifted resources to delivery services, and in the third quarter, delivery sales increased 125%.

Blisswater Industries Private Limited today introducedRahasya – a craft vodka inspired by the mysticism, heritage, and folklore of India.

Currently available exclusively in Goa where it is produced, it will soon be available in other parts of India as well.

Rahasya is the brainchild of Varna Bhat, a first-generation entrepreneur who comes from a creative industry background of branding, events and experiential marketing.

“The intention was to create a product from India for the world with pride in India’s rich and glorious civilizational brilliance” said Varna.

Rahasya is a Sanskrit word that means mystery, or secret. What makes Rahasya unique is its flavour profile, which takes inspiration fromvarious elements that are inherent to the Indian way of life. Rahasya is designed to take us back to our roots and yet push us to new; where culture and Indian roots combine to create an immersive experience; to a land of possibilities and the land of mystique.

“The new Indian consumer takes pride in what is Indian, not just in terms of being manufactured in India but something that speaks of India in its identity. Rahasya is for the self-confident Indian generation that believes in thepreimmunisesof a homegrown product. (deleted the word ‘hangovers’ – did not want to use it,” she added.

By the end of 2021, Rahasya will be available across Karnataka, Chhattisgarh, Maharashtra and other statesthe country. Blisswater also plans to make the vodka available overseas as early as mid-2021.

Want to experience love at first sip? After announcing the launch of its beer Proost69 White Ale, Proost69 Mild Lager, Grano69 Beverages is coming up with Proost69 Weizen Beer and Proost69 Strong Lager.

With the prime motive to acquaint the consumers with what true, freshly brewed beer tastes like, the brand launched in Delhi in September 2018. The company brews its beers at world-class facilities at some of the best locations in Europe and is class-apart from the ones brewed in this part of the world. The brand has set its foot in the capital with renowned outlets like 100% Rock, Warehouse Café, The Beer Café, The Lord of the Drinks and more. 

The co-founder and director of Proost69, Tarun Bhargava, noticed the lack of a fresh tasting beer in the Indian market that had a superior taste yet was reasonably priced. That’s when he saw an opportunity and came up with the idea of making a beer with an exquisite and elite taste which was affordable and more approachable. 

“We, at Proost69, are excited to announce the launch of a beer with a taste so elite yet affordable filled with freshness and uniqueness. With our focus on providing and maintaining the top-notch quality, our flavour balances are just enough to create magic. All that goodness with supreme European craftsmanship is a level-up in itself,” says Tarun. 

A quality like that of Proost69 is sure to enthral the beer lovers in the country and have them coming back for more. The product packaging is its eye-catching trademark design, the mighty owl, absolutely fitting for the night-owl millennials today, across the world.

Proost 69 White Ale and Mild Lager available in Delhi are priced at Rs. 170 per pint and at Rs 150 for a 500ML can.

The White Ale is a blend of wheat brewed to perfection infused with notes of vanilla and orange zest; a perfect fit for a traditional wheat beer lover with its unique twist, all brought together with a hint of coriander. Bottle conditioned with ingredients that work all the time to keep the beer fresh, you just feel like popping one open any time of the day and savouring the fresh flavours.

The Mild Lager launched in November 2018 is manufactured using exquisite German craftsmanship and is perfect for a sub-tropical country like India.

Also being crafted and launched alongside is the Weizen variant, an authentic wheat beer with an infusion of citrus and fruity flavours with distinct notes of banana and mango. It’s truly one of its kinds. 

Completing the set would be a Strong Lager, set to launch in January 2019. It will change how beer lovers across the country perceive strong beers.  Contrary to the typical bitter tasting strong beers in India, this beer will have nothing but a premium and fresh mouthfeel with the high of a strong beer. 

With the growing beer-drinking population in India and the global exposure they have, these beers would end up being the perfect go-to beverage in the market. The brand is bullish about their prospects in the Indian market, and plan to expand to other markets over time.

Diageo, the British alcoholic beverages company, will sell 30,000 sq ft of prime office space in the UB Tower to DivyaSree Group in Bengaluru. The deal is pegged at Rs 28,000 per sq ft.

Diageo, which bought a controlling stake in Vijay Mallya's United Spirits Limited (USL), will sell and lease back the space to operate its office from the same premises after the transaction. 

People aware of the deal said, "Diageo is in discussion with a Bangalore-based investor and is in the final stages of the deal closure. It can either be an entity level transaction or bought by an individual." 

A spokesperson from USL said, "This move is in line with our strategy to monetise non-core assets. Diageo Plc’s India arm owns five floors in UB tower and will only sell four floors as part of the assets disposal plan."

"The UB space is a premium office building in Bangalore and as part of the settlement with the UB Group in 2016, the spirits maker received real estate that it is now selling to unlock value," people further stated. 

Unibev is looking to raise Rs 100 crore to fund an expansion drive planned by the premium alcohol startup, founded by former United Spirits managing director Vijay Rekhi in collaboration with bulk alcohol producer Globus Spirits.

“The fundraising will be completed before March 2019 to help us spread to the top 17 markets in the country and enable us garner around a tenth of India’s premium alcohol market, which is currently growing at 9% a year,” Rekhi told ET.

He said the company has launched the Governor’s Reserve whisky using 12-year-old scotch, Oakton Barrel Aged whisky with 18-year-old scotch and a brandy brand, L’Affaire, using three-year-old grape spirit in the southern states.

Unibev’s offerings compete with the premium brands of French giant Pernod Ricard and British company Diageo, which now controls United Spirits.

“In a price-sensitive market, our premium brands are priced very competitively to deliver to consumer aspiration for scotch like smooth and premium blends,” said Rekhi, adding that this was part of a strategy to disrupt India’s premium alcohol market.

The firm is now eyeing to sell 100,000 cases in the first year that could fetch it a 5-7% market share in Karnataka, Andhra Pradesh, Telangana and Puducherry where it currently sells products. While the semi-premium and premium whisky segments were growing at 7% and 9% a year, respectively, in India, the premium brandy market is growing at 15%.

Rekhi said Unibev’s partner Globus Spirits owns the largest grain-based distillery in India that offered a distinct advantage for the startup’s premium portfolio.

The company is looking at launching whiskies of higher vintage shortly, he said.

Viewing that the Indian market had not seen any innovation in brandy flavours for more than three decades, Rekhi said Unibev’s L’Affaire was a runaway success in the pilot market of Puducherry. “Here again, we plan to launch brandies with higher vintages, shortly,” he said.

Rekhi said Unibev would ramp up its portfolio also with premium differentiated rum, vodka, beer and imported brands. “This is the beginning of a long drawn out disruption by Unibev in all flavours and profitable price points in the Indian beverage alcohol market,” he said.