Karishma Manga Bedi, Founder and CEO, Those Good Distillerss talks about IDAAYA, the multi- award-winning Himalayan sipping rum from India’s artisanal spirits house, Those Good Distillerss. Those Good Distillerss, as the brand marks a significant milestone with its retail debut in Gurgaon.
Karishma Manga Bedi, Founder and CEO,Those Good Distillerss
IDAAYA is a small batch production rum that is made unhurriedly and uncompromisingly. Karishma Manga Bedi, “We use ancient Indian methodologies in our processes that is accompanied with the best-in-class Solera method to bottle our rum. The end result is a product that is highly nuanced and upon tasting is a true discovery.
The creation and launch of IDAAYA was an audacious move, one that created curiosity for it and aided a steady growth in Travel Retail especially when benchmarked against international brands. Repeat consumption has allowed us a small but growing base for loyal patrons for whom the exceptional quality of our spirit has strongly resonated.
Our vision at Those Good Distillerss, is to create speciality spirits, those that represent India or those that bring the best to India. Spirits that are crafted without compromise and are compelling in their story and taste. We create for joy and passion and are committed to deliver an elevated experience with IDAAYA and our new spirits that will be revealed in the near future.
At IDAAYA, we have taken the best of the age-old and new world techniques to create a rum that has exceptional character. During our research we found that the oldest reference to a drink made by fermenting and distilling a drink from sugar cane juice was done in India. Our ancient books, the Arthashastras make reference to this as a kind of Amlasidhu. Inspired by this, we are using two techniques to treat our casks, which is proprietary to IDAAYA, Lepam and Dhoopam. Historically, these were done to treat, disinfect and close gaps in the casks. Such treatments also allow the casks to take on distinct characteristics basis the ingredients used, which in this case are all indigenous to India. Additionally, we work with Sal wood casks for our Solera bottling which is indigenous to India and also grows at the base of the Himalayas.
From the onset, our vision has always been to build brands that elevate the spirits experience. IDAAYA has aimed to do just that by ensuring the use of ancient Indian philosophy and technique in how our liquid is treated, the beauty of our decanter like bottle with the Himalayas flutter across it, and the narrative for our brand which is proudly from India. This modern representation of India has to be taken the world stage where is sits right next to some of best brands from across the world. Today, there is an appreciation for a sensibility that is modern in context yet rooted in culture and I think the appeal for this is evident with the Indian and International Awards that the brand has been awarded in the year since its inception.
IDAAYA has also won many International prestigious awards, those that have been judged by Industry leaders and consumers alike including a Double Gold at the SIP Awards USA, Gold at International Spirits Challenge, The Rum and Cachaca Masters, Silver at The Asian Spirits Masters, London Spirits Competition and Bronze at The International Wines and Spirits Competition, World Rum Awards and San Francisco World Spirits Competition.
The brand is currently available across Travel Retail at Duty Free in New Delhi, Mumbai and Bangalore. In addition to this Haryana is the first state in India where IDAAYA is currently available. It will be available across key metros in 2026.
Aiming to rank among the top three Indian single malt brands in Delhi, UP, and Uttarakhand
Targeting a 20% market share in these regions
Amrut looking for similar arrangement in North India
India’s premium spirits landscape is seeing a decisive push into the luxury segment, as Bengaluru-based Amrut Distilleries has rolled out an expanded portfolio of high-end Indian single malts across Delhi and Uttarakhand, with Uttar Pradesh next in line. The rollout is being executed through a strategic distribution and marketing partnership with India Glycols Ltd (IGL), one of the country’s largest extra neutral alcohol (ENA) producers.
The move marks Amrut and IGL’s transition from the premium category into the luxury malt space in key North Indian markets, targeting both high-value consumers and institutional buyers, while leveraging IGL’s financial strength, logistics, and market reach.
Explaining the rationale behind the move, the Executive Director of Amrut Distilleries, Thrivikram. G. Nikam said, “Prior to partnering with IGL, we were operating through a local distribution arrangement, with a strong focus on our premium portfolio. At that time, we were selectively present in the northern markets, primarily testing the waters with our higher-end offerings. However, following changes in the excise policy in Delhi we decided to discontinue operations and reassess our approach to the region. Now with IGL we have reintroduced our Luxury Malt brands.”
Asked about the incremental market-share Amrut expects from the arrangement, he said, “While we are not placing specific numbers at this stage, the re-entry with IGL has been encouraging. With a more structured and reliable arrangement now in place with IGL, we are confident of achieving a steady and sustainable growth trajectory in these markets.”
Leveraging IGL’s Operational Strength
On the partnership, Nikam mentioned that the biggest advantage is the alignment of values and long-term vision. “IGL is a respected and well-established organisation, and their market understanding, operational strength, and credibility complement Amrut’s philosophy of quality, integrity, and premium positioning. We see this as a long-term partnership built on mutual trust and shared goals with IGL. We look forward to strengthening our presence in the northern markets through this association with IGL.”
India Glycols operates ENA manufacturing facilities in Kashipur and other locations, supplying high-quality extra neutral alcohol to leading spirits brands across the country. ENA is transported from northern India to southern markets such as Karnataka due to its consistency and quality, despite the presence of local distilleries. Amrut sources ENA from India Glycols. IGL already supplies ENA for the production of nearly 2 lakh cases per month at its bottling facilities and has been producing premium alcohol for over 15 years. The company also owns brands such as Amazing Whisky, Amazing Vodka, and Zumba Limon, but had largely remained an upstream supplier before entering branded spirits in a bigger way.
Amrut open to Partnerships
To the question whether Amrut would be open for similar arrangements, Nikam confirmed “Yes, as part of our growth strategy, we remain open to partnering with strong, credible promoters in other regions as well. Our focus is to work with partners who share our values and have a deep understanding of their respective markets. This approach will guide our expansion into remaining states over time.”
Raju Vaziraney, President of IMFL at India Glycols said that recognising the challenge of launching new whisky labels in a market driven by heritage and credibility, IGL opted to partner with Amrut rather than create a new single malt brand from scratch.
New Launches: Capital, Double Cask and Exclusive Editions
Vaziraney mentioned that in Delhi, three luxury expressions have been rolled out. They are Amrut Fusion—the flagship, internationally awarded Indian single malt; Amrut Amalgam Double Cask—an upgraded and more refined version of Amalgam, featuring new premium magnetic packaging; and Amrut Exclusive Edition – Capital Edition—a city-specific luxury malt positioned among the highest-priced Indian single malts.
In Uttarakhand, four variants have been introduced Amrut Fusion; Amrut Amalgam Double Cask; Amrut Exclusive Edition – Silver Jubilee Edition, commemorating 25 years of the state’s formation; and Amrut Amalgam Peated, catering to consumers who prefer smoky malt profiles.
Uttar Pradesh is scheduled for launch within the next month, with three luxury variants already approved under the agreement.
Export-Grade Quality
To align with international benchmarks, Amrut has increased alcohol strength for these markets with Fusion and Amalgam: 44.1% ABV (up from the usual export 42.8%) and Exclusive Editions: 48% ABV. He reiterated that the same malt quality supplied to export markets is being offered domestically, reinforcing its premium and luxury positioning.
The partnership is targeting aggressive growth in North India. Amrut and IGL are aiming to rank among the top three Indian single malt brands in key markets such as Delhi, UP, and Uttarakhand, with a 20% market share target in these regions.
Pricing for the Exclusive Editions is expected to place them among the top three highest-priced Indian single malts, firmly positioning the range in the luxury category. Within Amrut’s internal classification, these expressions are being marketed as Luxury Malts, above its earlier premium offerings such as McIntosh by IGL.
Vaziraney added that for now, the expansion is limited to Delhi, Uttarakhand, and UP. Amrut already has established distributors in Haryana and Rajasthan and does not intend to disrupt existing partnerships. Further northern expansion will be evaluated based on performance in the current markets.
In Delhi and Uttarakhand, regulatory norms require the manufacturer to maintain depots. Accordingly, stocks are transferred to Amrut-owned depots, while IGL manages end-to-end commercial operations. The trademarks and brand stewardship remain with Amrut, ensuring global brand integrity. A key differentiator of the partnership is its 100% cash-and-carry distribution model, a rarity in India’s spirits trade. Under the arrangement, IGL purchases stocks upfront, often requiring over ₹1 crore per truckload, and assumes responsibility for sales, pricing strategy, promotions, and market execution.
With India’s single malt category continuing to grow rapidly both at home and abroad, the Amrut–IGL alliance signals a new phase of consolidation, premiumisation, and financial discipline in North India’s high-end spirits business.
Soju’s easygoing character and food-friendly nature have carried it far beyond Korea; its growing following now finds new settings closer to home
HiteJinro Co., Ltd., the South Korean beverage major behind Jinro, the world’s highest-selling spirit brand, has initiated its India chapter through a partnership with Monika Alcobev Limited, entrusting the Indian company with import, distribution, and brand stewardship across key markets. The association reflects a considered entry into a complex and consumption-rich environment, shaped by evolving social rituals, culinary openness, and an increasingly cosmopolitan drinking public.
From HiteJinro’s perspective, India represents a market of exceptional consequence within its international outlook. “India is one of the world’s largest spirit-consuming nations and we see strong long-term potential for Jinro here,” said David, Export Manager at HiteJinro Co., Ltd., pointing to a convergence of scale and shifting taste structures. The country’s expanding hospitality sector and growing familiarity with international categories, he observed, have created conditions conducive to sustained category development.
Kunal Patel, Managing Director of Monika Alcobev Limited
That assessment finds resonance with Monika Alcobev’s reading of the domestic market. According to Kunal Patel, Managing Director of Monika Alcobev Limited, globalisation has made Indian consumers far more experimental and open to discovering new beverages. He attributes this change to increased travel, digital exposure, and the steady integration of international cuisines into everyday urban life, particularly among younger consumers.
Jinro arrives in India carrying substantial global authority. In 2024, the brand recorded sales of approximately 96.8 million cases worldwide, retaining its position as the world’s number one spirit for over two decades. For HiteJinro, this scale reflects entrenched consumption habits across more than 80 countries. Beyond its home market, China stands as Jinro’s largest international base, followed by Japan, Southeast Asia, and North America. Europe, including the UK, has increasingly contributed to growth. “That consistency stems from familiarity and trust built across generations of consumers,” David remarked, describing Jinro as an established presence within routine social occasions across diverse geographies.
Patel notes that comparable cultural signals have begun to surface locally. Korean cuisine, he said, has moved decisively into the mainstream, finding acceptance across metropolitan dining circuits. He observes that drinking preferences are increasingly aligned with lighter, lower-ABV spirits suited to extended meals and shared gatherings.
These shifts have informed how Jinro will be introduced to Indian consumers. “Soju lends itself to a wide spectrum of occasions,” David explained. “Its consumption spans informal social settings, food-led environments, and uncomplicated mixed serves.” This adaptability, he added, has supported Jinro’s international expansion and remains central to its market strategy.
Monika Alcobev’s execution plan centres on translating that versatility into recognisable Indian contexts. Patel describes an approach grounded in reassurance and continuity. Trial emerges through visibility and education in relevant venues. Repeat follows when access and experience remain dependable.”
Internationally, Jinro’s recent growth has been driven largely by consumers in the 25–35 age group, with increasing interest from early Gen Z. HiteJinro acknowledges that this demographic profile has influenced its communication framework. “Our engagement prioritises lifestyle, food pairing, and social interaction,” David said, rather than traditional spirits narratives.
That orientation aligns closely with Monika Alcobev’s on-trade focus. Modern Asian restaurants, Korean dining formats, izakayas, and cocktail-forward bars will be instrumental in early adoption. It expects markets such as Delhi NCR, Mumbai, Bengaluru, Hyderabad, and Goa to establish the initial pace, supported by established hospitality ecosystems and premium retail infrastructure.
The Indian portfolio will feature Jinro’s flagship Chamisul Fresh alongside flavoured variants including Green Grape, Plum, Strawberry, and Peach. “Classic expressions continue to anchor our global volumes,” David said, while acknowledging the role flavoured variants play in attracting new consumers across international markets. Patel added that the flavour range offers familiarity for first-time Indian drinkers while supporting repeated consumption across occasions.
HiteJinro places particular emphasis on the influence of the on-trade during the early stages of market development. “For many consumers, their first interaction with soju will take place at a bar or restaurant,” David said. Bartender understanding and recommendation, he explained, carry considerable influence in shaping familiarity and confidence.
That view is echoed by Monika Alcobev. Bartenders act as the first interpreters of the category. When they understand production methods, cultural context, and contemporary serve formats, the category finds firmer footing within everyday drinking behaviour.
HiteJinro evaluates progress in new markets through phased benchmarks. “The initial 12 months focus on distribution reach and trial,” David said. “Between months 12 and 24, repeat consumption becomes the clearest indicator of sustained adoption.” Cultural engagement and consistent on-trade presence will guide subsequent expansion.
Patel shares that long-term perspective. Success, he said, will be evident when Jinro becomes a familiar and trusted presence across bars, restaurants, and retail, supported by disciplined execution and steady consumer demand.
For over 180 years, Penfolds has been at the forefront of Australian winemaking, known globally for its pioneering spirit, craftsmanship, and commitment to quality. Established in 1844, the brand has built a reputation for creating highly regarded collectible wines, underpinned by its distinctive philosophy of multi-vineyard, multi-regional blending. Yodissen Mootoosamy, General Manager, Penfolds Global Sales outlines Penfolds strategy for the Indian market.
Yodissen Mootoosamy, General Manager, Penfolds
What kind of presence does Penfolds have in India?
Our key focus markets in India include Mumbai, Delhi, Bangalore, Haryana and Rajasthan. In addition to these markets, we are also actively expanding into high-potential regions such as Pune, as part of our broader strategy to strengthen Penfolds’ presence across India and drive market penetration. Additionally, our wines are also available in Uttar Pradesh, Tamil Nadu, Chandigarh and Uttarakhand.
What are the wines available in India?
Penfolds current portfolio in India includes our Koonunga Hill range, Bin offerings such as Bin 2 Shiraz Mataro, Bin 28 Shiraz, Bin 128 Coonawarra Shiraz, Bin 389 Cabernet Shiraz and Bin 407 Cabernet Sauvignon. The portfolio is thoughtfully selected based on key considerations such as consumer demand, pricing strategy and value chain alignment, ensuring we deliver both quality and accessibility for Indian wine consumers.
This selection is especially relevant in light of the growing premiumisation trend in India—66% of consumers report buying more premium wines than before, with 58% saying they are purchasing more high-end wine. Coupled with the increased consumption of wine during celebrations or special occasions, this presents a unique opportunity for Penfolds to offer elevated experiences that resonate with evolving consumer preferences.
What is your narrative for Penfolds wines in India?
With growing interest in global wine culture among Indian consumers, there is a unique opportunity to bring the story of Australian wine to a broader Indian audience. At Penfolds, we see education and storytelling as fundamental to building a lasting connection with the new generation of Indian wine enthusiasts—many of whom are just beginning to explore the world of global wine culture. We do this by bringing the Penfolds story to life from our rich 180 year plus winemaking legacy in Australia to our global collection that now includes wine from the U.S.A, France and China.
We conduct immersive and curated tasting sessions, masterclasses, and interactive events that go beyond the technicalities of wine and focus on its experience such as what it feels like to discover a new varietal, how wine can elevate local cuisine and the stories behind icons like Penfolds Grange. These activations are designed not only for connoisseurs, but also for curious first-time drinkers who are eager to learn, explore and connect with wine in a way that feels authentic and aligned with their lifestyle.
We also embrace India’s vibrant calendar of celebrations and gifting traditions by offering festive
packaging that elevates the experience of gifting wine. We introduced our limited-edition Bin 389 Cabernet Shiraz and Bin 2 Shiraz Mataro gift packs in India this year, both of which are thoughtfully designed to capture the warmth and richness of festive celebrations, featuring textured finishes and a refined palette of deep red and gold accents.
Beyond aesthetics, these packages are thoughtfully designed to make premium wine an aspirational yet approachable gift for weddings, Diwali, and other celebrations. By aligning with local customs and the importance of gifting in Indian culture, we position Penfolds as more than a bottle of wine—it becomes a meaningful gesture of sophistication and celebration. This approach allows us to tap into the emotional significance of gifting, creating a strong connection between Penfolds and life’s most memorable moments.
What are the price points for Penfolds wines in India?
Wine pricing in India varies across states due to local regulations and taxes. For example, Penfolds Bin 389 Cabernet Sauvignon Shiraz is priced between `8,320 and `11,800, while Bin 2 Shiraz Mataro ranges from `3,230 to `5,500.
We recognise that India’s alcobev market is highly state-driven, and our strategy reflects this complexity. By working closely with local partners and distributors, we aim to make Penfolds available in key metropolitan hubs and emerging wine markets, ensuring that enthusiasts and first-time buyers alike can experience our wines.
How do you plan to promote Penfolds wines in India?
India’s alcobev market is evolving, driven by millennials and Gen Z who are curious, experience- driven, and increasingly open to exploring premium wine as a lifestyle choice. At Penfolds, we see this as an opportunity to go beyond traditional marketing and create authentic, aspirational experiences that resonate with this new generation of consumers. We’ve been making strategic investments to connect with these consumers in meaningful and culturally relevant ways.
Through initiatives such as our culture-led limited-edition releases, and immersive wine tasting experiences, we’re redefining how consumers engage with wine. By blending elements of art, music, and storytelling, we aim to create memorable, multi-sensory experiences that go far beyond the traditional tasting, fostering a deeper, more emotional connection with the Penfolds brand.
We recognise that building awareness and aspiration around premium wines requires more than just availability—it requires education, experience, and engagement. Our strategy focuses on three key pillars:
Storytelling and Education: We aim to share the rich history and craftsmanship behind our wine through curated tastings, wine education programmes, and partnerships with sommeliers, wine influencers and content creators in India.
Experiential Marketing: We’re bringing the Penfolds experience directly to consumers through luxury retail placements, fine dining collaborations, exclusive tasting events and bar takeovers.
Tailored Portfolio: While we remain committed to showcasing our flagship wines like Penfolds Grange, we also offer a diverse portfolio that includes wines across various price points, ensuring accessibility while maintaining the distinct craftsmanship and quality Penfolds is known for.
Our focus is not just on selling wine, but on creating aspirational touchpoints that make wine more approachable, relevant, and desirable for a new wave of Indian consumers.
How is Penfolds faring worldwide?
Penfolds continues to resonate with consumers through innovation and cultural relevance. Initiatives such as our From Penfolds to the World pop-up and retail placements, limited-edition packaging and immersive tasting experiences like Transcend have reinforced brand equity, cementing Penfolds as a benchmark of excellence in the luxury wine category.
Which country is your major market?
Understandably, Penfolds resonates strongly in our home market in Australia, however Asia is a significant growth engine for the brand.
Within Asia, India stands out as a market with strong potential and promising long-term growth. While it’s still relatively young compared to more mature wine markets, the premium wine segment is at a very exciting inflection point, and the pace of evolution is remarkable. We’re seeing a growing base of urban, globally connected consumers who are not only willing to explore premium wines, but are also actively seeking authenticity, craftsmanship, and brand stories that resonate with their lifestyle.
Tim Philips, the Global Brand Ambassador for Johnnie Walker and one of the world’s most awarded bartenders shares insights on the rise of cocktail culture, the growing openness of consumers to experiment with new flavors and serves, and how these trends are shaping the industry’s future. His insights will highlight the dynamic ways whisky is being reimagined in contemporary mixology, driving new trends and experiences.
Tim Philips, the Global Brand Ambassador for Johnnie Walker
What are the changes you see in India as a whisky producing nation?
India is truly emerging as a true whisky-producing powerhouse. The pace of innovation in local distillation, the experimentation with cask finishes and the development of distinct regional flavours is remarkable. Indian producers are increasingly combining traditional craftsmanship with bold, creative approaches, which is earning recognition not just locally but globally. It shows that India is not just a consumer of whisky, it’s a creator with its own voice in the whisky world.
Scotch Whiskies have never been popular as the base for cocktails. Do you see that changing as the market evolves?
Absolutely. Scotch has traditionally been enjoyed neat or on the rocks, especially here in India, but that’s changing. There’s a younger audience that wants to explore Scotch in a more versatile way. As bartenders experiment with flavour-forward cocktails using Scotch, we can see a new whisky culture taking shape, where Johnnie Walker shines in both classic serves and innovative drinks. It’s an exciting time for whisky lovers.
What are the botanicals you plan to use to find favour with the Indian palate?
Johnnie Walker whiskies are naturally complemented by the rich tapestry of spices and flavours found in India. Citrus, ginger, cardamom, clove, and cinnamon are obvious places to start.
My goal is to help create cocktails that feel authentic to India while still celebrating the integrity of Scotch. India has so much regional diversity and seasonality to celebrate. When you buy locally, spices, fruits, and herbs all sing much louder in drinks.
How would you describe the young Indian consumer’s taste for alcobev drinks?
Young Indian consumers are adventurous, curious and open to new experiences. They enjoy global flavours and craft spirits, while still valuing the richness of local traditions. For them, it is not just about the liquid, it’s about the story, the journey, and the connection behind every sip. This mix of curiosity and sophistication makes India an incredibly exciting market for whisky innovation and premium experiences.
What is the Johnnie Walker formula for whisky cocktails in India?
It’s always a liquid first approach for us. Whisky is the star, and every ingredient is selected to enhance, not overpower its character. In India, it is about crafting drinks where the depth, smoke and subtle sweetness of Johnnie Walker are at the center, complemented by spices, citrus, or fruit that feels authentic to the local palate.
It’s about creating cocktails that are approachable and innovative, while staying true to the craftsmanship and heritage of Johnnie Walker. At the end of the day, the best outcomes will come from working with the intrinsic features of Johnnie Walker. Flavour profiles such as malty, spicy, fruity, fresh, floral, and smoky are, for instance, very significant to dive into.
How flavour preferences and bar culture are influenced by global trends?
Global trends have expanded what Indian consumers expect from their bar experiences. Techniques like smoke-infused cocktails, barrel-aging, and molecular mixology are no longer niche, they are all the ways in which bartenders in India are being inspired to experiment and elevate their craft.
What’s particularly exciting is how Indian bartenders are taking these global techniques and transforming them through a local lens. By incorporating flavours like cardamom, ginger, cinnamon, tamarind and citrus, they are creating cocktails that are inventive yet rooted in Indian tradition. The fusion of global expertise with local creativity is shaping India’s bar culture, making it dynamic.
What kind of your experience would you like to bring to the bar table?
I bring over 20 years of hospitality experience, a thorough knowledge of Scotch and a passion for sharing the story behind every Johnnie Walker blend. My focus is on inspiring both bartenders and consumers to explore flavours, craft cocktails and elevate their whisky experiences. I urge all consumers to explore with confidence the variety in Scotch cocktail and find the right serve for your palate.
As India’s drinking culture evolves, the idea of indulgence is being quietly rewritten. Today’s consumer is no longer defined solely by what they drink, but how and why they drink it. Mindful moderation, premium non-alcoholic options, and experience-led consumption are reshaping bars, homes, and social rituals across the country. Bhavya Desai spoke to Inderjit Singh Dhingra, General Manager, Brown Spirits (India), Bacardi India on how DEWAR’S is navigating this transformation. Excerpts:
Inderjit Singh Dhingra, General Manager, Brown Spirits (India), Bacardi India
The non-alcoholic segment in India, Dhingra explains, is no longer a secondary choice or a compromise. Instead, it has emerged as one of the most dynamic spaces in the beverage landscape. Consumers today are making deliberate choices where they are choosing drinks that align with their lifestyles, moods, and social settings. And this ritual matters as much as the liquid. Glassware, presentation, complexity of flavour and the overall experience are now central to consumption—as much as the spirit.
This shift toward mindful moderation has prompted DEWAR’S to move beyond a traditional spirit-only mindset. The brand’s entry into premium mixers reflects a broader philosophy—one that ensures that every drink, alcoholic or otherwise, delivers the same standard of quality. Whether paired with a fine aged Scotch or enjoyed on its own, the aim is to make every moment feel elevated and intentional—and that Dhingra says is true to the DEWAR’S way.
What is particularly striking is how wide the appeal of this category has become. From younger consumers seeking visually appealing, well-crafted drinks, to seasoned whisky enthusiasts looking for balance without sacrificing quality, premium non-alcoholic options are finding a place across demographics. Even more traditional audiences are embracing these choices as part of modern socialising.
For DEWAR’S, this inclusivity fits naturally with its belief in experience-led drinking. Dhingra adds that for them every guest matters, and every serve should feel considered. By bringing craftsmanship and sophistication into mixers like soda and tonic water, the brand is extending its values beyond whisky— ensuring consistency in quality across the entire drinking occasion. Of course, that also gives them the fire power to do surrogate and expand the brand communication—an age old trick that many have used before.
Looking ahead to 2026, Dhingra points out that the way people drink is changing just as much as what they drink. Insights from Bacardi’s Cocktail Trends Report reveal a more intentional consumer—one who is trading up, learning more and engaging deeply with flavour and technique. Premiumisation is no longer reserved for special occasions; it has become an everyday expectation.
India’s consumers are also becoming increasingly cocktail-curious, eager to understand ingredients, methods and the stories behind their drinks. Social rhythms, too, are evolving. Earlier evenings, afternoon highballs and intimate gatherings are replacing late-night excess. The focus is shifting to meaningful connection— “day caps” instead of nightcaps—where quality trumps quantity. It is within this thoughtful, experience-first mindset that DEWAR’S feels most at home.
At the centre of DEWAR’S growth is a distinct consumer profile the brand calls “Life Explorers”. These are individuals who value authenticity, cultural awareness and enriching experiences over overt status symbols. Typically aged between 25 and 45, with higher disposable incomes, they invest in premium spirits and curated moments rather than fleeting trends. They are digitally engaged, socially active, and eager to share experiences—fuelling organic brand affinity.
Notably, DEWAR’S has also broadened its appeal beyond traditional whisky drinkers. As whisky appreciation becomes more inclusive, the brand has attracted a higher proportion of female consumers in India—around 34%, compared to the industry average of 24%. For these consumers, fulfilment comes from balance: success paired with freedom, and discovery paired with contentment.
Performance-wise, DEWAR’S continues to set benchmarks. It is currently the fastest-growing Scotch whisky in its segment, delivering a CAGR of over 30% in the last three years and maintaining year-to-date growth of over 25%. Yet, as Dhingra emphasises, what truly sets the brand apart goes beyond numbers.
DEWAR’S holds the distinction of being the world’s most awarded blended Scotch whisky—a testament to its unwavering commitment to quality. Central to this success is Master Blender Stephanie Macleod, whose ability to balance tradition with innovation has earned her the title of World’s Best Master Blender for six consecutive years. Her craftsmanship ensures that DEWAR’S remains timeless while continuing to resonate with today’s evolving consumer.
India, the world’s largest whisky market, represents a pivotal opportunity for the brand he adds. With the India–UK Free Trade Agreement expected to come into effect soon, Scotch whisky is poised to reach a wider consumer base than ever before he feels. For DEWAR’S, this makes India a must-win market.
The roadmap ahead focuses on consolidating leadership while sustaining momentum. Beyond scale and distribution, the brand is committed to building deeper connections through liquid innovation, immersive experiences, and culturally relevant storytelling. At its core, DEWAR’S remains anchored in its founding philosophy—creating moments and stories worth sharing.
He concludes that as India’s drinking culture continues to mature, DEWAR’S is not just raising a glass to growth, but to curiosity, craftsmanship, and connection. Here’s to discovering more. Here’s to the story.
Built on craft, culture, and collaboration, Loca Loka unites two vibrant worlds through a tequila that speaks to modern India’s global palate.
When three creative minds from business, cinema, and music came together, few expected tequila to take on such character. Within a year of its launch, Loca Loka, the premium tequila brand founded by Sree Harsha Vadlamudi, Rana Daggubati, and Anirudh Ravichander, has become a name that resonates across global bars, airports, and among discerning drinkers.
Born from highland agave in Jalisco and bottled with Indian finesse, the label’s Blanco and Reposado variants have earned medals at international competitions, including Gold at the San Francisco World Spirits Competition. For its founders, recognition affirms their pursuit of a spirit built with purpose. Vadlamudi calls Loca Loka “a bridge between craftsmanship and culture,” defining the brand as tequila that honours Mexican roots and carries an Indian cadence through its tone, colour, and personality.
The Origin of an Idea
The story began in 2024 when Vadlamudi, already known for ventures such as Ironhill India and PR Infra, noticed a shift in consumer behaviour. “Travellers were leading the change,” he recalls. “They evaluated brands through provenance, design, and story.”
Loca Loka entered through duty-free stores at Hyderabad and Delhi airports, where travellers’ behaviour revealed India’s readiness for agave-based spirits. “Duty-free gave us our first real insight,” he says. “Consumers had already experienced tequila abroad and were waiting for a credible brand to bring it home.”
That discovery shaped the rollout plan across Indian metros, beginning with Delhi and Mumbai. The company aims to capture meaningful market share within its first year, building a category that had long remained underexplored.
Building a New Tequila Culture
Tequila’s profile in India is evolving rapidly. The category recorded 26% growth in 2025, fuelled by curiosity, premium drinking habits, and the rise of cocktail culture. Vadlamudi views this moment as an opportunity to introduce tequila through education and craftsmanship. “India had limited awareness of terroir, ageing, and agave quality,” he says. “We wanted to change that.”
Production remains anchored in Jalisco under León Bañuelos Ramírez, whose distillery creates additive-free spirits from slow-cooked agave using techniques refined through generations. “When we met León, we found the balance we were seeking: purity, texture, and precision,” says Vadlamudi.
The result is a tequila admired by bartenders for its clarity and structure. During blind tastings, professionals described it as clean, expressive, and versatile. The Blanco works beautifully in citrus-forward cocktails, while the Reposado enriches spirit-driven serves.
“Bartenders are our first ambassadors,” Vadlamudi notes. “When they ask for Loca Loka by name, it signals belonging.”
Design, Story, and Soul
The founders’ diverse backgrounds shape every element of the brand. The bottle carries sleek shoulders, contemporary typography, and colours inspired by desert sands and Indian warmth. The name merges Loca—Spanish for ‘crazy’—and Loka—Sanskrit for ‘world’—capturing a sense of creative energy and cultural connection.
Daggubati brings narrative instinct from cinema, Ravichander lends rhythm and a grasp of cultural pulse, and Vadlamudi contributes scale and structure. Their combined sensibilities give the brand both artistic and operational depth.
Loca Loka’s presence extends beyond bottle shelves. The brand curates tastings, pop-ups, and design-led experiences with hotels and restaurants that shape India’s premium drinking scene. “We aim to create moments that feel alive and personal,” Vadlamudi says. “Every interaction should carry the same care that goes into the liquid.”
Expansion with Intention
The company secured $12.5 million from a Singapore-based family office to strengthen production, distribution, and market presence in India, the UK, and the Philippines. “Our capital philosophy is to invest where value endures,” Vadlamudi explains. “We prioritise excellence in product, accuracy in logistics, and storytelling that holds meaning.”
The India rollout focusses on premium bars, hotels, and tasting programmes, with airports continuing as key discovery points. Cities such as Bengaluru, Chennai, Goa, and Hyderabad are next in line. “Our measure of success lies in advocacy and repeat orders,” he adds. “When bartenders and consumers return to us naturally, the brand grows with authenticity.”
Globally, Loca Loka is expanding from 15 to 25 states in the United States, while preparing to enter Europe, the Middle East, and select Asian markets. The Añejo variant will soon join the portfolio, followed by limited editions celebrating Indian and Mexican craft traditions.
Sustainability as a Standard
Responsible sourcing guides Loca Loka’s production ethos. Mexican partners practise mature-harvest cycles, water-efficient cultivation, and soil-friendly farming. “Sustainability begins with agave,” Vadlamudi says. “Without healthy farms, there is no tequila.”
The company extends this principle to packaging and logistics designed for long-term resilience. Its environmental discipline forms part of everyday operations rather than a marketing statement, ensuring continuity for generations of growers and consumers alike.
Two celebrated wheated bourbons from Buffalo Trace Distillery make India debut
Weller Special Reserve and Weller 12 Years Old, to create unique drinking experience
Weller Kentucky Straight Bourbon Whiskey, the World’s original and one of the most awarded Wheated Bourbon Whiskeys, made its grand debut in India with a celebrated launch event in Mumbai. Hailing from Buffalo Trace Distillery, said to be the World’s most award-winning distillery and oldest continuously operating distillery in the USA, Weller exemplifies craftsmanship, innovation and storied American whiskey-making tradition. Renowned for using wheat instead of rye in its recipe, Weller boasts a soft, smooth and complex taste profile, and will be available in two distinct expressions: Weller Special Reserve and Weller 12 Years Old, the oldest andone of the first age stated bourbons in India.
The Weller brand is named after William Larue Weller who revolutionised bourbon in America in the early 1800s by replacing rye with wheat in the whiskey’s mashbill, a process that resulted in a much softer, yet still elegant and refined, drinking experience. Over the years Weller Bourbon has gained international acclaim with hundreds ofaccolades to its name. The arrival of Weller Bourbon is expected to appeal to Indian spirits connoisseurs who crave flavour depth and complexity and a unique drinking experience.
“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 is a bourbon unlike anything in the Indian market, offering a unique and premium drink experience that stands apart from typical bourbons and other whiskies available today. Wheated whiskey, including Pappy Van Winkle, which is also proudly made at Buffalo Trace Distillery, has long been renowned as some of the best and most premium bourbon in the world. As India continues to embrace more varied premium spirit offerings, we believe Weller will resonate with those seeking an unparalleled drinking experience – one that reflects quality, craftsmanship, and distinction,” said Diego Bianchi, General Manager, Emerging Markets & Barrel Select, Sazerac Company.
Vijay Kauthekar, Executive Vice President, John Distilleries Ltd, part of the Sazerac Company family of brands and distilleries, added, “India is the largest whisky market in the world, and we believe the country is ready for high-end, luxury spirits like ultra-aged bourbons. Weller is the perfect brand to pave the way for the category. The whiskey’s smoothness and complexity, combined with its rich history, will surely appeal to the modern Indian spirits consumer who values both tradition and innovation. While historically Indian consumers have been more familiar with other global whiskey categories, Weller provides a new, unique and expertly crafted American Whiskey for consumers to enjoy with friends and family. We’re excited to offer this award-winning bourbon to those ready to explore something truly distinct and exceptional.”
Weller 12-Year-Old is the oldest age stated bourbon distributed in India. Aged for far longer than most wheated bourbons on the market, this offering is a smooth, easy-going and balanced bourbon with a beautiful deep bronze colour best enjoyed neat or on the rocks. Weller Special Reserve stands out with its burnt orange colour and subtle, sweet profile. Its softer flavour notes make this bourbon great for cocktails, such as the classic Paper Plane recipe.
Weller Bourbon will be available across select markets in India beginning early December. The Weller Special Reserve has a maximum retail price ranging from ₹2,500 (Haryana) – ₹4,500 (Mumbai) and the Weller 12-Year-Old has MRP ranging from ₹5,400 (Haryana) – ₹7,750 (Mumbai).
Bourbon, often referred to as America’s Native Spirit, represents the highest standard in whisky production, requiring products meet a stringent set of distillation and aging guidelines in order to enjoy the category distinction. Kentucky Straight Bourbon must be made from at least 51% corn, distilled in new charred oak barrels, crafted in the United States, and aged for a minimum of two years. Weller adheres to these guidelines but elevates the experience further by using wheat as the secondary grain and aging the whiskey longer than most other comparable options on the market today, resulting in a robust but smooth bourbon.
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Weller Bourbon Eyeing India to be Second Biggest Market outside of US
In the overcrowded whisky market in India (that India is the biggest whiskey consumer in the world), bourbon is a category which has not really developed, even awareness-wise. To grow bourbon as a category, which at present is less than 1% of the spirits segment, Sazerac Company is focussing on India as a priority market wherein it plans to roll out different brands going forward. Here in a brief interview with Ambrosia, Diego Bianchi, General Manager of Emerging Markets & Barrel Select, Sazerac Company and Vijay Kauthekar, Executive Vice President, John Distilleries Ltd, part of the Sazerac Company family of brands and distilleries, talk about growing bourbon category in India.
Diego Bianchi, General Manager of Emerging Markets & Barrel Select, Sazerac Company
Bianchi said “In general, India is a huge whisky market having the youngest population and is the fastest growing economies. There is growing appreciation for quality products and premiumisation and we believe that bourbon as a category will grow in the long term in India. We will develop that and we will play our part in promoting bourbon.”
Explaining the unique selling proposition of Weller Bourbons, Bianchi mentioned the Barrel Select programme is unique in that the consumers can select three to four barrels and we bottle for them. Adding to that Vijay said, “When we went to the US and visited Buffalo Trace Distillery, one of the most awarded distilleries, we chose two barrels, after checking the taste profile of the liquid. It was an amazing experience and we are bringing bottles of that to India.”
Bianchi mentioned how the team visited India in May this year, checking out Mumbai, Delhi and Bengaluru and soon realised that bourbon is not very well developed here. “We have such a vast portfolio of bourbons, we realised that there is great opportunity in India which is the largest whisky market. We use wheat instead of rye and this gives the bourbon a more smooth, sweet and more approachable flavour which we believe will appeal to Indian consumers. That’s why we are launching Weller.” Bourbons have 51% corn and the second flavour ingredient is rye, but Weller instead uses wheat.
Oldest age-statement bourbon in India
Talking about the history of Scotch in India, Bianchi explained that age of the whisky is key in the Indian perspective, hence the company is introducing the Weller 12 Years Old and the Weller Special Reserve which is 6 to 7 years old, the latter offering versatility where it can be had neat or on the rocks or in a cocktail. “It is going to be the oldest age statement bourbon in India. We are super excited to bring this to India.” Confirming that it will be of the same quality as in the US, he opined that Indians would love the flavour profile.
Giving an insight into the market here, Vijay said the bourbon category is growing in India, though presently it is less than 1% of Indian whisky market. “It is a small pie but the category has got such a huge headroom as the whisky category is overcrowded, there is the trend of premiumisation and emerging cocktail culture. We will be taking a number of initiatives to push the category.”
Talking about the opportunities to grow in India, Bianchi said, “India will be the second largest market for Weller outside of the US. India is our priority. We will see how the two products perform in the market. We will continue to supply. We are confident that Indians will enjoy the product.”
Agreeing that any market has challenges, Bianchi singled out regulatory, but said they had a great partner in John Distilleries to help grow the category. Sazerac has 60% stake in John Distilleries. “I think as we grow, we will bring different brands and also constantly look at the organisational structure.” Sazerac has over 200 years of experience in the alcobev sector, with hundreds of brands at varying price ranges and the company would continuously assess ‘what will be the best fit in India’.
Asked whether their bourbons would be bottled in India, both of them mentioned that there were endless possibilities, but would take a call only after seeing how the brands evolved over the years. At present, the price points, they believe, is win-win for both the consumer and the manufacturer. “In Mumbai, Weller 12 would be 10% premium than the luxury Scotch available in the market with the crossline competitor could be 18 years. We are offering a sweet spot to the consumer and that is one of the ways of opening the category.” Bianchi added, “It is of the highest quality at a fair price all over the world.” Its products are available in ASEAN and some of the key whisky markets around the globe. Going ahead, the company may look at full ownership of a distillery in India, but that depends upon on how the category is growing.
The import tariffs for Bourbons have been reduced to 100% for bottled products, while bulk imports and other segments still attracting 150% duty structure. In a conversation with Trilok and Bhavya Desai, Chris Swonger, President & CEO, Distilled Spirits Council of the United States (DISCUS) speaks about the evolving dynamics between American and Indian alcobev markets, the impact of tariff reductions and the growing global appetite for premium spirits. Excerpts:
Chris Swonger, President & CEO, Distilled Spirits Council of the United States (DISCUS)
Trilok Desai (TD): The tariff on American whiskey has recently been reduced under the new trade framework. How significant is this change for U.S. distillers looking to expand in one of the world’s biggest whiskey markets?
The excitement is immense. With the Prime Minister and the President working together to reduce the tariff on bottled bourbon from 150% to 100%, it marks a major milestone. Of course, 100% is still high, but it’s a strong start. This creates real opportunities—we’ve seen in other markets that when tariffs drop to zero, both sides benefit. We believe this move opens the door for significant growth and stronger US–India trade relations.
The ultimate goal is to eventually move toward zero-for-zero tariffs, though that might take time—perhaps a decade. But it’s a step in the right direction. Both Indian and American consumers will gain from this exchange of distinctive products and cultures.
Bhavya Desai (BD): Have there been any further discussions between DISCUS, the U.S. government and the Indian government regarding further tariff reductions?
Yes, absolutely. We are in regular communication with the administration, the U.S. Trade Representative and the Department of Commerce. They are well aware of our aspirations. For context, between 1997 and 2018, the U.S. and EU maintained zero-for-zero tariffs, and trade in spirits grew by over 450%. That’s the kind of growth we hope to replicate between India and the U.S.
TD: Traditionally, India has been a Scotch-dominated market. How do you plan to position and expand American whiskey against such strong competition?
We work closely with the Scotch Whisky Association, and there’s no rivalry between us—in fact, our relationship is collaborative. My counterpart, Mark Kent, and I share the belief that standards matter—whether it’s American whiskey, Scotch or Indian whisky. All the economic data shows that when tariffs are reduced, every side benefits.
BD: How do you plan to raise awareness for bourbon in India? Scotch and Indian whiskies are already well established, but bourbon still feels relatively new here?
It’s really about bottle by bottle, sip by sip. The more Indian consumers get to experience American whiskey, the more they’ll appreciate its diversity and craftsmanship.
And awareness starts with accessibility. The recent tariff reduction is an encouraging first step, because it encourages American distillers to invest in this market. We’ve seen six leading American distillers participate at the recent exhibition, showcasing everything from bourbon and rye whiskey to Tennessee and American single malt.
TD: But India is a price-sensitive market and bourbon tends to be more expensive than Scotch—atleast the current ones?
That’s true, largely due to tariffs and import costs. However, premiumisation is an important global trend. Consumers here increasingly seek quality and authenticity. For those who want to experience something distinctive, American whiskey is worth it.
TD: Are American distillers exploring the possibility of bottling in India, like some Scotch producers do?
Some are certainly exploring that. A few already have arrangements to bottle locally or import in bulk. It’s an evolving opportunity, and companies are evaluating how best to bring their products closer to Indian consumers.
BD: Beyond tariff reductions, what other near-term goals does DISCUS have for the coming year?
Education—that’s our top priority. From bartenders and mixologists to retail professionals, we want to build understanding about American whiskey: its heritage, its role in classic cocktails, and its versatility.
American whiskey has a proud history—even George Washington was a distiller. Educating both the trade and consumers about this legacy will be essential to our long-term success.
BD: With ongoing trade tensions between India and the U.S., do you see these issues posing a challenge to your efforts in the alcobev space?
While there are certainly broader geopolitical challenges, we remain optimistic. The relationship between both governments is constructive, and recent dialogues have been encouraging. We’re confident that continued collaboration will bring positive results.
The key is recognising that our industry is interconnected. American whiskey can only be made in the U.S., Scotch in Scotland, and Indian whisky in India. We’re not competitors—we’re collaborators in a shared global culture of spirits.
TD: How is Indian whiskey perceived in the United States?
There’s a tremendous opportunity to introduce Indian whisky to American consumers. Just as we hope more Indians will discover American whiskey, the reverse should happen too. Both industries can benefit from a cultural exchange rooted in craftsmanship and appreciation.
TD: Some small U.S. distilleries have recently closed. What’s driving that trend?
The U.S. market has grown rapidly—from just 60 distilleries 25 years ago to over 3,000 today. Naturally, some smaller operations face challenges due to market pressures. Still, the overall growth of craft distilleries remains a major success story.
We now have craft distilleries in nearly every state. It’s a vibrant ecosystem, much like what’s emerging here in India.
TD: Do you think the growing popularity of Irish whiskey globally has affected bourbon’s market share?
Not necessarily. Irish whiskey’s growth has actually helped expand the overall whiskey category. More variety leads to more consumer interest. Removing trade barriers and increasing accessibility benefits everyone—from bourbon to Scotch to Indian whisky.
BD: Over the years, spirits have overtaken beer and wine in U.S. market share. What’s behind that shift?
Twenty-five years ago, spirits had about 28.7% of the beverage alcohol market. Today, that’s over 42% by value. We’re even projected to surpass beer by volume by 2031. That growth comes from authenticity, innovation and the rise of craft distilling.
Chris: Let me ask you both—why did India historically impose such high tariffs on imported spirits?
TD: Mainly to protect the domestic industry. The tariffs used to be even higher—around 250% years ago—and were gradually reduced to 150%, and now 100%. The plan is to lower them further over the next decade. It’s about giving Indian producers time to mature and strengthen their market presence.
BD: Exactly. India’s spirits sector has evolved rapidly. Domestic producers are now competing in premium segments and exporting globally. Once the industry fully matures, we’ll likely see a more open and balanced playing field.
TD: American whiskey, being corn-based, has a sweeter profile. Do you think that suits Indian palates?
Absolutely. India is a sweet-loving market—rum and sweeter Scotch profiles are already popular. We believe bourbon’s natural sweetness will resonate very well here.
If I may add an analogy—just as parents must eventually set their children free to learn and grow, markets must also open up. India should set its whisky free, allowing it to compete and thrive alongside global peers. When that happens, both Indian and international spirits will flourish together.
What began as a family experiment in Dahanu has grown into one of India’s most distinctive houses of whisky. South Seas Distilleries now brings the same discipline of craft to Crazy Cock and Six Brothers Mahura; spirits built on legacy and made for the present.
The story of South Seas Distilleries and its modern incarnation, Six Brothers Mahura, unfolds across a century. It begins in 1922, when six Parsi brothers—Khurshedji, Faramroze, Rustomji, Kuvarji, Nanabhoy, and Jehangirji—turned their gaze inward, towards the soil of India itself. While the colonial elite toasted imported blends, the brothers sought a flavour born of Indian wilderness; a flower that had perfumed tribal celebrations for centuries. They found it in the mahua blossom.
That pursuit gave rise to what would become India’s earliest recorded distillery for luxury indigenous spirits. The brothers captured the mahua’s delicate nectar and distilled it through copper stills that gleamed under Dahanu’s coastal sun. The result carried fragrance both earthy and floral; a creation that drew admiration from princely patrons and curious palates alike. The Maharajas of Jawhar and Akkalkot tasted it and declared it remarkable. For a moment, the native bloom found a seat beside the imported malt.
Then history intervened. Prohibition arrived like a curtain drawn mid-performance. Stills cooled, cellars emptied, and the brothers’ labour faded into legend. The mahua returned to forest soil. Its spirit—literal and symbolic—fell silent.
Decades passed. Generations scattered. Yet memory survived, fragile but persistent, within a few stories whispered through the family. One man, Jehangirji Behramji Kohinoor, refused to let it vanish entirely. In 1984, at seventy-three, he decided that the distilling heritage of his kin must live again. He chose Dahanu as his ground of renewal, a coastal expanse between the Arabian Sea and the Sahyadris. There he founded South Seas Distilleries, restoring copper stills to flame.
What emerged was less a reconstruction than a resurrection. Against skepticism, Jehangirji installed India’s largest copper pot stills and built the country’s biggest privately owned maturation warehouse. Critics doubted whether whisky could mature in tropical heat without losing itself to evaporation. Yet the barrels filled, and time performed its silent alchemy. The whisky matured with unexpected complexity; touched by sea breeze, sunlight, and the patient rhythm of Indian weather.
Rupi Chinoy, Director of South Seas Distilleries
Years turned into decades. The distillery grew under the stewardship of successive generations, guided by principles that favoured patience over haste, restraint over spectacle. The Chinoy family, descendants and present custodians, continued the founder’s path. This chronicle was told to us by Hamavand Chinoy and Rupi Chinoy, Directors of South Seas Distilleries, who now guard the lineage.
A Legacy Reignited
Their ethos stands on simple conviction: excellence matures through time, not acceleration. The copper stills, massive and burnished, are treated as instruments of character, not machines of speed.
From this philosophy came the company’s first consumer brand, Crazy Cock Single Malt Whisky, in 2023. Its two expressions—Rare, the unpeated variant, and Dhua, the peated—form an eloquent dialogue between subtlety and smoke. The name itself holds meaning layered with sentiment. “Crazy” pays tribute to the founder’s audacity, his unflinching pursuit of perfection, and the years of waiting that turned conviction into spirit. “Cock” was chosen as the mascot because the rooster’s call heralds a new dawn; a poetic emblem for South Seas’ renewal and the awakening of Indian single malts on the global stage.
Rare matures in bourbon and sherry oak casks within India’s largest copper stills, offering aromas of honey, pear, chocolate, raisin, cinnamon, and vanilla. Dhua, its lightly peated sibling, draws from first-fill bourbon and sherry casks, revealing dark chocolate, mandarin, oak, and a trace of smoke. Both carry a deep amber colour and a silken finish, reflecting the tropical maturation unique to Dahanu’s climate.
The Flower Returns
A year later, in April 2024, South Seas introduced Six Brothers Mahura, a spirit born again a century after its first creation. The release was hailed as India’s most exclusive small-batch heritage spirit, limited to 102 bottles priced at ₹1,02,000.
It honours the pioneers whose names crown its label. The blossom once regarded as rustic gained new finesse through double distillation and platinum filtration. In the glass, the spirit reveals warmth balanced with clarity; aromas of figs, raisins, dried hay, ginger, pepper, and apricot. Its taste unfolds in layers: a hint of salinity, traces of fruit, and a whisper of spice that lingers. Its adaptability has made it a favourite among mixologists and connoisseurs alike. Bandra Born in Mumbai has even launched the world’s first dedicated Mahura bar, serving cocktails built entirely around Six Brothers expressions that have become signature draws for the city’s patrons.
Each bottle carries symbols that narrate its ancestry. Six pairs of engraved eyes form a circle at the base; sentinels representing the brothers who began it all. A single all-seeing eye crowns the closure, signifying their shared vision. The tiger that marks the label is not decoration but emblem; a creature drawn from the forests where the mahua blooms, embodying endurance, confidence, and native strength.
To walk through the distillery today is to witness tradition entwined with invention. Rows of casks stand in patient formation, their staves breathing with moisture and craft. Workers test temperature by feel, marking variations in chalk upon wood.
South Seas Distilleries, once a local venture reborn from family lore, now stands among India’s most respected producers of malt and indigenous spirits. Yet the company remains resolutely private in tone, disinterested in corporate spectacle. Its focus lies in substance, a discipline that traces its roots back to 1922, when six brothers dared to dream of distilling the Indian earth itself.
When Hamavand and Rupi speak of the distillery, they describe not a company but an inheritance that breathes. The copper stills remain burnished and loyal. The casks sleep in Dahanu’s humidity, surrendering what they must, preserving what they can. In their aroma lies the persistence of memory; the same fragrance that once enchanted princes, now refined for a global connoisseur.
