Award winning tequila lands in Mumbai, after debuting in the US and Southeast Asia
Co-founded by actor Rana Daggubati, entrepreneur Sree Harsha Vadlamudi and composer Anirudh Ravichander
Loca Loka, tequila brand, co-founded by entrepreneur Sree Harsha Vadlamudi, actor Rana Daggubati and composer Anirudh Ravichander, recently launched in India starting with Mumbai. The brand, which debuted internationally in late 2024 in the US and Southeast Asia has since expanded distribution across multiple markets, is introducing its Blanco and Reposado variants to Indian consumers.
Sree Harsha Vadlamudi, Co-Founder & CEO, Loca Loka, Rana Daggubati, Serial Entrepreneur, Co-Founder, Loca Loka, Anirudh Ravichander, Renowned musician and composer, Co – Founder, Loca Loka,
Loca Loka was imagined in India and produced in Jalisco, marrying Mexican distillation heritage with Indian creative sensibilities, hence its name: Loca (Spanish for “crazy”) meets Loka (Sanskrit for “world”). Since launch, the brand has earned serious shelf credibility, including medals at international competitions. The India debut signals a targeted push into urban, experience-led retail and on-trade channels.
The brand hosted an exclusive, invite-only tasting and conversation where the three founders explored the nuances of the tequila. Guests were treated to curated serves that spotlighted Blanco’s bright agave-driven notes and Reposado’s oak-kissed complexity, designed both for sipping neat and for premium cocktails that reflect India’s evolving bar culture. This was followed by a later crescendo at a sit down dinner in Delhi and an experiential party in Mumbai.
Loca Loka Blanco and Reposado, that picked up medals at the San Francisco World Spirits Competition 2025, New York International Spirits Competition, Miami World Spirits Competition and WSWA Wine & Spirits Tasting Competition in Denver, will first appear in Delhi, Mumbai, Bengaluru, and Hyderabad, along with key airport duty-free stores.
“Loca Loka is a business built on craft and clarity that ranges from sustainable agave sourcing to barrel strategy and global placement. India is a market that’s shifting to premium, and our rollout is designed to meet that shift with measured distribution and trade partnerships that respect the category,” said Sree Harsha Vadlamudi, CEO.
Rana Daggubati, added, “Storytelling is the spine of this brand because it’s not just a bottle, it’s a cultural remix. Loca Loka lets us celebrate two worlds at once: Mexico’s terroir and India’s colour and rhythm. The launch will be a narrative in motion.”
“The first sip tells you what careful distillation and intelligent maturation can do. Our Blanco and Reposado are crafted to deliver clear agave expression with layered subtleties making them bottles that perform both on the rocks and in signature cocktails. And here’s a little secret: the yeasts actually ferment better with music. This time, they worked to a playlist of my own tracks. Let’s just say the tasting notes might hit a few unexpected high notes,” 0said Anirudh Ravichander.
Anirudh added Loca Loka is built by entrepreneurs and artists, people who believe in creativity, culture and craft.
Born in the highlands of Jalisco, Mexico, and crafted under the expertise of third-generation distiller Willy Bañuelos Ramírez, Head of Production at the Jalisco distillery, Loca Loka carries forward a legacy of precision and pride. Joining the founders at the India launch, Willy added, “Bringing Loca Loka to India feels like the most natural next chapter in our journey. India has an instinctive appreciation for craftsmanship, purity, and flavour, qualities at the heart of our 100% agave tequila. Watching Indian consumers explore tequila with such curiosity and confidence is exciting for us as distillers. With Loca Loka, we’re creating a new conversation between Mexico’s agave heritage and India’s evolving, adventurous palate. This launch is a cultural crossover we’re proud to pour.”
The Indian tequila market is projected to grow at double-digit rates amid rising disposable incomes, urban cocktail culture and premiumisation of spirits. The India tequila market reached USD 600.1 million in 2024 and is forecasted to hit USD 1.68 billion by 2033 at a CAGR of 12.1%. Industry data also shows that agave-based spirits in India grew by 36% by volume in 2024.
Loca Loka’s India entry will be supported by targeted B2B partnerships across premium bars, hotels and duty-free retail, along with a series of curated tastings and city activations through 2026. The launch programming underscores the brand’s positioning as a premium, culturally fluent tequila that prizes craft, provenance and a high-energy lifestyle proposition.
Rana Daggubati said, “It has been an incredible journey over the past two and a half to three years. We’ve taken this brand across America, the Philippines, Singapore and a handful of other markets—and today, we’re proud to bring it home to India, here in Maharashtra. What started as a wild, almost foolish idea has now grown into something real, a brand with multiple awards and products we believe will stand the test of time.”
For decades, India’s whisky shelves have been defined by two towering forces, the global prestige of Scotch, and the deep cultural entrenchment of Indian-Made Foreign Liquor (IMFL), particularly molasses-based blends that dominate both volume and price. Now, a new challenger is attempting to elbow its way into this complex landscape and that is American bourbon whiskey.
Once a niche curiosity in India, bourbon is suddenly gaining visibility in premium bars, luxury retail, cocktail menus and pop-ups and riding into the country backed by some of the biggest names in U.S. spirits. Kentucky wants a piece of the world’s fastest-growing major spirits market. And it is making slow but steady inroads.
The momentum has been building for months. Visits by American distillers, trade delegations showcasing heritage brands, and the arrival of flagship labels like Buffalo Trace, Jack Daniel’s variants, Woodford Reserve, Maker’s Mark, Wild Turkey and Four Roses all point to a coordinated attempt to increase bourbon’s share in India’s premium and super-premium whisky categories. But as seductive as the vanilla-oak sweetness of a Kentucky straight bourbon may be, India is not an easy market which is dominated by consumer habits, pricing and tradition, besides, the entrenched Scotch loyalty.
A Market Too Big to Ignore
India today is the world’s largest whisky-drinking nation, and also one of the most price-sensitive. While IMFL blends make up over 95% of whisky volumes, the premiumisation wave of the past decade has changed the shape of demand. Consumers aged 25–45, urban, aspirational and globally exposed are tasting more imported spirits than ever before, and whisky curiosities like rye, Japanese blends and American craft bourbons are beginning to take shape.
For American distillers staring at plateauing growth in mature Western markets, India is irresistible. The premium whisky segment is projected to grow at double-digit CAGR through 2030, according to industry trackers. The removal of certain trade bottlenecks and the ongoing U.S–India trade dialogues have further encouraged bourbon makers to invest in brand-building.
India in February this year agreed to reduce tariffs on bourbon imports from 150% to 100%, potentially boosting access to the world’s largest whiskey market where American whiskey exports currently reach just $8.8 million annually. India has historically been just the 23rd largest export destination for American whiskey.
Chris Swonger, president & CEO, Distilled Spirits Council, United States
The tariff reduction represents a significant shift in India’s approach to American whiskey imports. Chris Swonger, president and CEO of the Distilled Spirits Council of the United States, called it “a significant accomplishment” that opens opportunities in the world’s largest whiskey market.
India has a deep affinity for whisky. Consumers are whisky-literate, status-driven in their alcohol choices and increasingly adventurous. This is the perfect testing ground for bourbon’s globally rising cool factor, its American energy, its cocktail versatility, and its flavour-forward profile.
The Scotch Stronghold
American bourbon enters India knowing it must first battle Scotch, which commands unmatched prestige, heritage and emotional attachment. Scotch whisky isn’t merely a drink here; it is a status symbol, a gifting trend, and of sophistication. The long arc of brands like Johnnie Walker, Chivas, Glenfiddich and The Glenlivet has entrenched Scotch as the aspirational upgrade from IMFL.
Even as India’s younger consumers explore craft spirits, they respect age statements, distillery stories, terroir and Single Malt legacy, all Scotch strengths. The messages of “150 years of tradition”, “Highlands purity”, or “aged 12 years in oak casks” carry powerful messaging. Bourbon, by contrast, is sometimes perceived as sweeter, less serious, or cocktail-centric, a perception U.S. distillers must educate to overturn.
Scotch also benefits from early-mover advantage, decades of nationwide distribution, established relationships with state corporations, and robust marketing investments. The brand-building groundwork is deep. Any bourbon brand entering India faces a steep climb to catch up. In figures, India’s Scotch Whisky market was valued at USD 3.8 Billion in 2024 and is expected to reach USD 6.8 Billion by 2033, at a CAGR of 6.3% during the forecast period 2024–2033.
IMFL’s Price Positioning
If Scotch is the psychological competitor, IMFL is the economic one. Indian molasses-based whisky blends dominate the market because they are dramatically cheaper, widely available, locally manufactured, and tax-advantaged. The average Indian whisky drinker still buys in the ₹400–₹1,000 band, a range bourbon simply cannot match due to import duties that can exceed 150% by the time a bottle hits shelves.
Even premium Indian Single Malt offerings, like Amrut, Paul John’s entry expressions, or homegrown malt blends, are priced to undercut imports. For many consumers, bourbon therefore becomes an occasional indulgence, not a weekly staple. In value-driven markets like Maharashtra, UP, Karnataka and Telangana, IMFL’s lead remains unshakeable.
This price barrier is why bourbon’s India play is, for now, almost entirely focused on the top 10% of consumers, affluent urban buyers who don’t mind paying ₹3,000–₹8,000 for a bottle, and cocktail-bar patrons who are willing to explore American whiskey in Old Fashioneds or Manhattans.
What Makes Bourbon Bourbon?
If bourbon is to carve out meaningful mindshare, it must first educate India on what makes it unique. Bourbon is not just another whisky. It carries a strict legal definition, and those rules shape its flavour profile in ways that distinguish it sharply from Scotch.
Made in the United States
While it is often associated with Kentucky, bourbon can legally be made anywhere in the U.S., though 95% of all bourbon comes from Kentucky.
At Least 51% Corn in the Mash Bill
Corn gives bourbon its trademark sweetness, roundness and caramel-vanilla warmth, a stark contrast to Scotch’s barley-led dryness.
Aged in New Charred American Oak
Unlike Scotch, which is typically aged in used barrels — many from the bourbon industry itself, bourbon must use brand new charred oak barrels. This imparts notes of toasted coconut and baking spices; richer caramelisation; deeper amber colour; and intensified wood sugars. For Indian palates accustomed to sweeter, smoother profiles, these flavours can actually be an asset.
No Additives Allowed
American law prohibits colouring or flavouring in bourbon. Scotch allows E150a caramel colouring; Indian whisky allows far more flexibility. Bourbon’s purity is a strong sell for authenticity-driven consumers.
“Straight Bourbon” Means Minimum Two Years
If it’s labelled “Straight Bourbon”, it has been aged for at least two years, but most premium bourbons spend 4–12 years quietly maturing. Together, these features give bourbon its recognisable sensory fingerprint: vanilla, honey, butterscotch, toasted oak, cinnamon, toffee, and sometimes a floral corn sweetness.
For India, where softer and slightly sweet whiskies are preferred by a majority of drinkers, bourbon’s flavour DNA may actually find a natural fit.
The Cocktail Boom
Urban India is undergoing a renaissance in mixology. Bars in Mumbai, Delhi and Bengaluru are listed in Asia’s 50 Best. Bartenders love bourbon because it is robust yet approachable, works beautifully in classics and modern cocktails, and allows layered flavours. This bar-community endorsement is accelerating awareness.
India’s premium whisky drinkers are moving from labels to liquids, increasingly choosing by taste, craft and authenticity rather than brand prestige alone. Bourbon’s craft narratives resonate here.
With a huge market here, U.S. distilleries are investing in India-specific expressions; trade activations; bar takeovers; immersive pop-ups; collaborations with Indian chefs and curated tasting experiences. This level of commitment signals that bourbon is here for the long game.
Despite the slow entry, bourbon must navigate several structural challenges. Even with ongoing trade discussions, bourbon remains expensive. A proposed reduction is years away. India’s state-controlled liquor system imposes different duties, rules, and registration fees across states. Scaling is slow and expensive.
The premium whisky shelf in India is already busy, Scotch single malts, blended malts, Japanese whiskies, Irish expressions, and homegrown craft malts all jostle for attention. Many Indian consumers still confuse bourbon with Tennessee whiskey, American blends or even rum. Clear education is essential.
The Battle Ahead
Bourbon will not overthrow Scotch or IMFL in the short term. The Indian market is too complex, price-sensitive and brand-loyal. But bourbon doesn’t need to win the mass market to succeed, it needs to win the enthusiasts, the urban explorers and the bar crowd. In these circles, bourbon has chances of gaining ground.
As more brands enter, more tastings happen, more cocktail culture spreads, and more retail visibility builds, India could become bourbon’s most important Asian growth market after Japan and South Korea. The process will take patience, time and slow maturity.
The Tariff Confusion
The popular belief in India stands that the import tariff on Bourbons has been reduced to 100% from 150% only for BIO bourbons. While this is true for Bourbons imported as BIOs under HSN 2208 30 11 at 100% duty (50% BCD + 50% AIDC), the reduction in tariff is also applicable to bourbon imports in bulk—albeit a different HSN.
Most Bulk Bourbon imports currently are done under the HSN 2208 30 99, which aren’t eligible for the concessional tariff. If the Bulk Bourbons are imported under HSN 2208 30 91 then they are eligible for a concessional tariff at 100% (50% BCD + 50% AIDC).
We hope this clears the air of confusion and understanding of the rule.
As for Flavoured Bourbon imports of BIO—they still aren’t eligible for the concessional tariff, and continue to pay the import duty of 150% (50% + 100%).
ABD Maestro has announced the launch of its homegrown contemporary spirit — RANGEELA Vodka, co-created with Ranveer Singh.
Priced at ₹2,400 for 750ML in Maharashtra, RANGEELA will be available across select outlets in the state, followed by roll outs in Goa, West Bengal, and key northern markets in the coming months.
The RANGEELA vodka is conceptualised under Ranveer Singh’s creative direction and much like him screams vibrant and expressive. The brand also draws inspiration from India’s colourful personality, lively, confident, and unapologetically bold, while aligning with the growing trend of premiumisation and cocktail experimentation among young Indian consumers.
The vodka is triple-distilled and platinum chill-filtered for exceptional smoothness and clarity, combining world-class technique with Indian flair.
Commenting on the launch, Ranveer Singh, Co-Founder and Creative Partner, ABD Maestro, shared,
“RANGEELA celebrates the spirit of India — colourful, creative, and full of life. It’s for those who express themselves freely and live with unfiltered energy.”
Bikram Basu, Managing Director, ABD Maestro, added,
“With Ranveer as Co-Founder and Creative Partner, RANGEELA aims to set a new benchmark for Indian vodka. It combines superior quality with innovative design and communication that celebrates colour, character, and fun — created for India and the world.”
With its vibrant design, smooth texture, and creative positioning, RANGEELA Vodka marks a bold new chapter for ABD Maestro, reaffirming the brand’s place at the forefront of India’s premium vodka movement. Stay tuned for a review.
Impacted by a stronger-than-usual monsoon, in a muted beer market UB gained market share (sell-out)
Overall, sell-in volume declined 3% with premium up 17%, continuing its growth trajectory ahead of the market
Net sales in Q2 down 3% where volume decline
Continue to invest behind brands (+22%) in line with its commercial strategy
Accelerating productivity agenda to drive sustainable & profitable growth
United Breweries Ltd (UBL) recently reported a subdued performance in the second quarter of FY26 as adverse weather conditions and muted demand in key markets weighed on beer sales, even as premium brands continued to gain traction.
The company’s consolidated revenue for the quarter ended September 2025 stood at ₹2,067.7 crore, down 2.8% year-on-year and sharply lower from the preceding quarter, reflecting the broader softness in consumption trends. Profit after tax declined 65% to ₹46.3 crore, while earnings per share slipped to ₹1.76 from ₹5.00 a year earlier. Operating margins came under pressure as input costs and a weak sales mix limited profitability, leading to a 63% year-on-year fall in profit before tax to ₹65.8 crore.
Vivek Gupta, Managing Director of UBL
The Managing Director of UBL, Vivek Gupta has said the company was gaining market share, adding nearly 100 basis points in the latest quarter and more than 100 basis points for the first half. “Our brand fundamentals are extremely strong.”
UBL attributed the slowdown largely to erratic monsoon patterns and weaker-than-expected offtake across western and southern states, traditionally its strongest beer markets. The company said that volumes were down about 3.4% year-on-year, marking one of its most challenging quarters since the post-pandemic recovery began. However, it underscored the resilience of its premium segment, which grew an impressive 17% in volume terms, driven by strong consumer demand for brands like Kingfisher Ultra, Heineken Silver and Amstel. This continuing “premiumisation” trend remains a bright spot, indicating a shift toward higher-value offerings even as overall consumption plateaued.
Total volume declined 3.4% in Q2, with growth in mainly Maharashtra, Andhra Pradesh and Assam more than off-set by adverse weather across its footprint as well as stock-building in Q2-FY25 following the peak season impacted by national elections.
During the quarter UB launched London Pilsner in Orissa and Kalyani Black Label in West-Bengal to strengthen its portfolio in the value segment. Premium volume grew by 17% in the quarter bringing the HY growth rate to 33%. Within the segment, UB saw strong growth for Kingfisher Ultra, Kingfisher Ultra Max, and Heineken Silver. Gross profit grew 5% on a year-to-date basis vs last year, with EBIT declining 18% mainly driven by negative operating leverage in the second quarter as well as continued investments behind brands.
Investments in capex during the quarter were ₹293 Cr (+ ₹242 Cr vs LY), mainly linked to its new greenfield in Uttar Pradesh and commercial capex to drive future qualitative growth. In continuation of its network optimisation and productivity programme, the Mangalore unit was closed earlier this year, with further initiatives being implemented to drive operational excellence and cost efficiency across the organisation. “We remain optimistic about the industry’s long-term growth potential, driven by increasing disposable income, favourable demographics and premiumisation,” UB said.
On the cost side, raw material inflation—especially for packaging materials—continued to moderate, but the gains were offset by lower scale efficiencies and promotional spending to defend market share. Management maintained that pricing discipline and brand investments were essential to sustaining long-term growth. UBL also reiterated its medium-term confidence in the Indian beer market, pointing to favourable demographics, urbanisation, and rising disposable incomes that continue to support premium beer penetration. Capital expenditure during the quarter stood at ₹293 crore, with investments directed toward a new greenfield facility in Uttar Pradesh and capacity upgrades at existing breweries.
Gupta added that the company expects margins to improve from the third quarter onwards, aided by the localisation of 80% of the premium portfolio, which will help recover gross margins. The company, he mentioned, would continue monitor input cost pressures from higher barley and aluminium prices and limited pricing flexibility.
Analysts see the second-quarter numbers as a reminder of how climate volatility and state-level regulatory differences can impact the beer business, but they also note that UBL’s strategic focus on premiumisation and efficiency improvement could cushion margins in the coming quarters. While overall sales volumes slipped, the brand’s ability to hold its market leadership and grow its high-end portfolio suggests that the company’s long-term fundamentals remain intact.
Going forward, performance in the festive and winter seasons will be critical for recovery, with management expected to lean on new product launches, route-to-market optimisation, and operational cost control to restore profitability momentum. For now, the quarter captures a tale of two trends—a weak monsoon dampening demand and a growing taste for premium beer lifting hopes for a stronger second half of FY26.
Three whiskies—GianChand, Adambaraa, and Manshaa—trace the brand’s gradual climb from heritage to international acclaim.
Indian single malts have entered a stronger phase. Once the outsiders of the whisky world, they now find recognition among collectors and bartenders alike. Across India, distillers are treating whisky-making as both science and art; experimenting, observing, and letting the climate define their spirits’ tone and temperament.
That same focus filled the evening at The Quorum, Gurgaon, where DeVANS Modern Breweries Ltd. hosted an immersive tasting session for a select audience. The spotlight was on GianChand, the brand’s single malt range, introduced in three distinct variants: GianChand, Adambaraa, and Manshaa. Each bottle told a different story, tied by a common pursuit of integrity and finesse.
Later, I interacted with Prem Dewan, Chairman and Managing Director of DeVANS Modern Breweries Ltd., who outlined the brand’s journey and the meticulous ethos behind its whiskies.
A heritage that progressed with time
DeVANS’ step into the single malt category came from decades of hands-on expertise, not impulse. “For more than thirty years, we supplied matured and fresh malt spirits to various companies across India,” Prem Dewan said. “The quality of our matured stocks was exceptional. Eventually, we decided to bottle them ourselves rather than sell them away. That decision led to the birth of GianChand.”
The name, he explained, carried both sentiment and symbolism. “We wanted an identity that reflected Indian origins,” he said. “Our founder, Shri Gian Chand, had begun as a journalist before entering the liquor business in the 1940s. He built DeVANS on ethics, precision, and quality; values we continue to uphold. The single malt honours that legacy.”
Three whiskies, one intention
At the tasting, guests sampled the three expressions sequentially, noting how each carried a separate flavour identity. “GianChand has a gentle peat layer and matures for around four years,” Prem Dewan explained. “Adambaraa and Manshaa age for over seven. Adambaraa is unpeated, while Manshaa introduces peat for the first time in our lineup.”
All are matured in once-used American bourbon barrels. “We work with first-fill casks because they provide richness and subtle sweetness,” he added. “They lend character without overpowering the malt.”
Adambaraa delivers notes of barley, caramel, and dried fruit; Manshaa introduces restrained smoke with malt sweetness and earthy undertones. The original GianChand balances spice and soft oak. “Our whiskies carry a texture people instantly recognise,” Prem Dewan mentioned. “It’s refined and coherent across the collection.”
Technique moulded by terrain
Prem Dewan described DeVANS’ process as faithful to traditional whisky-making yet flexible to Indian realities. “The fundamentals remain constant: fermentation, distillation, maturation,” he said. “We allow natural fermentation, letting yeast perform at its own rhythm. Distillation is where innovation thrives. That’s where we influence the spirit without losing authenticity.”
The company’s custom-built copper pot stills help preserve uniformity and definition. Jammu’s natural environment does the rest. “Summers are warm, winters are crisp, and both have strong day–night contrasts,” he explained. “This variation promotes ideal interaction between wood and spirit. Our water source, pure and mineral-rich, adds clarity to the whisky.”
India’s temperature accelerates maturation, but Jammu’s geography adds poise. “One year of ageing here equals several elsewhere,” Prem Dewan said. “Yet it happens with balance, not haste. The outcome is layered complexity rather than intensity.”
Recognition and practice
Acknowledgement soon followed. DeVANS’ single malts have earned international distinction, reinforcing the quiet discipline behind their creation. Adambaraa won Best Indian Single Malt at the IWC 2025 in Las Vegas, while Manshaa received International Whisky of the Year at ISW 2025 in Germany.
“Such honours affirm years of disciplined work and a clear production philosophy,” Dewan said. Yet he quickly grounded the discussion. “Awards matter,” he said, “but maintaining quality is our real goal. We have detailed systems and trained teams ensuring each batch meets our benchmark. The bottles reflect a process we never compromise.”
From Jammu to the wider world
DeVANS’ legacy in brewing continues to influence its approach to whisky. “Brewing taught us control and hygiene,” Dewan said. “Those same principles guide our distilling operations. Precision ensures consistency, and consistency builds trust.”
Exports have expanded steadily. “We’re now present in the United States and Australia,” he said. “Canada and several other markets are in line. The response has been remarkable. International buyers appreciate our structure and purity, while Indian consumers feel pride seeing homegrown malts performing globally.”
Looking forward
Before we concluded, I asked Dewan about upcoming releases. He offered a glimpse without revealing too much. “Our production units are actively developing new ideas,” he said. “Fresh expressions and limited editions are in progress. Once ready, they’ll extend the GianChand narrative. Innovation is ongoing; it’s a part of our DNA.”
As the evening drew to a close, one thing was evident: Indian whisky no longer seeks validation. It has earned its standing through intent, technical precision, and an unwavering commitment to progress. GianChand represents that maturity; an Indian malt that speaks clearly, without excess, and leaves an impression built on substance.
As Diwali lights up homes across India, another sparkling trend is taking shape, premium liquor as the new-age festive gift. Once considered unconventional or even taboo, gifting fine spirits has now become a symbol of taste, status, and sophistication among urban consumers.
Whether it’s an aged single malt, a small-batch gin, or a limited-edition rum, curated liquor hampers are increasingly seen as a gifting option, away from traditional dry fruits and sweet boxes. High-end Indian craft brands, too, are getting their moment in the spotlight, from Paul John Whisky and Camikara Rum to Stranger & Sons Gin, all packaged in sleek, festive designs that make them ideal for gifting.
For corporates, especially in metros, premium alcohol has emerged as the “relationship gift” of choice, a token of appreciation that blends indulgence with exclusivity. Many retail chains and e-commerce players are also reporting a surge in demand for boutique and collectible labels ahead of the festive season.
However, gifting liquor in India still walks a fine line. With varying state laws and restrictions on alcohol gifting, most transactions occur discreetly, often in the form of personalised hampers or event-specific collections curated by licensed vendors. Despite the regulatory maze, the sentiment remains clear: Diwali is not just about lights and sweets, it’s also about raising a toast to good times and good company.
Here are some gifting options as well as recipes that will add to the sparkle of Diwali celebrations. From thoughtful pairings to ready-to-pour hampers, here are some must-haves to pick up on your way to the next celebration.
Godawan Artisanal Single Malt
This festive season, Godawan Artisanal Single Malt—the most awarded Indian single malt in recent years—unveils an exclusive gift pack that captures the spirit of mindful luxury. Each pack features a bottle of your choice, either Godawan 01 Rich & Rounded or Godawan 02 Fruit & Spice, paired with a handcrafted crystal glass that elevates the whisky-drinking experience. Adorned with elegant ethnic motifs inspired by Rajasthan’s artistry, the pack is a refined celebration of craftsmanship, purpose, and timeless design—making it an ideal keepsake for the season.
Price & Availability: ₹2800-₹6000 in Delhi, Rajasthan, Karnataka, Punjab, Haryana, Uttar Pradesh, Maharashtra, Goa, Telangana, Assam, Chhattisgarh, and Madhya Pradesh.
Geist Brewing Compnay x Amrut Distilleries – Stout Cask Finish Indian Single Malt Whisky
If there’s one bottle that captures Bangalore’s craft spirit this festive season, it’s the Geist Brewing Co. x Amrut Distilleries Stout Cask Finish. Limited to just 224 bottles, this collaboration brings together Geist’s bold Imperial Stout and Amrut’s world-renowned single malt expertise. The result is a rare stout cask–finished Indian single malt whisky that bridges the worlds of beer and whisky.
The story began when Amrut sent freshly emptied whisky barrels to Geist, where they were used to age the brewery’s Imperial Stout. Once the beer had picked up delicate whisky notes, the same barrels returned to Amrut, this time to finish their single malt. The result is a whisky layered with roasted malt, chocolate, and oak—bottled unfiltered at 46% ABV. Rich and complex, it’s an inventive expression of Bangalore’s craft culture.
Price and Availability: At select retail stores across Bangalore, priced at ₹7,500.
Diwali With Marriott Bonvoy
This Diwali, celebrate with the seventh edition of Diwali with Marriott Bonvoy, where traditions sparkle, artistry delights, and every mithai takes one to India’s diverse delicacies for Diwali. The specially curated festive boxes blend the richness of heritage with a contemporary touch. Available in options including the Box of 36 Sweets (₹2,800 + GST), Box of 18 Sweets (₹1,800 + GST), Variety Box of Nuts & Sweets (₹2,100 + GST), Festive Crunch Box (₹1,200 + GST), and Diwali Treasures (₹1,500 + GST) there’s something to make every moment special.
The exquisite festive boxes are available at Marriott Bonvoy hotels across India. Pre-booking is now open, with availability till Diwali.
Dewar’s Double Double 21
Crafted using an innovative four-step aging process, Dewar’s Double Double 21 allows single grain and single malt blends to fuse multiple times in their oak casks before their final ageing together. This blended liquid is then processed in a selection of sherry casks that give subtle notes of cinnamon, ripe vine fruits, and a smooth, lingering finish.
Price: ₹17,500
Dewar’s 12-Year-Old – A Timeless Blend of Elegance and Flavour
Dewar’s 12-Year-Old is a masterfully crafted Scotch whisky, double-aged to enhance its smoothness and depth. A delightful harmony of honey, vanilla, and spice makes it a crowd-pleaser, whether served neat, on the rocks, or in a classic highball. Its well-balanced profile and creamy finish make it an excellent choice for those who enjoy a refined yet approachable whisky.
Price: ₹4,000
MONIN Introduces a New Indian Rasa Range Specially Curated for Diwali
MONIN India brings its own touch of sparkle with the Indian Rasa Range, a collection that celebrates Indian flavours. Rooted in the campaign theme “Brighter With You”, the range reimagines India’s most beloved tastes through a modern lens—inviting chefs, baristas, mixologists, and home creators to rediscover the joy of flavour during the season of lights.
At the heart of the launch is MONIN’s Chai Tea Concentrate, a contemporary ode to India’s favourite comfort cup. Infused with the warmth of cardamom, cloves, and ginger, it’s as versatile as it is nostalgic, perfect for everything from spiced lattes to creamy desserts and festive cocktails.
The range includes Rose: Floral and fragrant, reminiscent of classic mithai; Spiced Jamun: Tangy and playful, a nod to India’s street-side indulgences; Raw Mango: A refreshing balance of sweet and sour, evoking summer nostalgia; and Hibiscus: Bright and floral, modern yet rooted in tradition.
The range has been designed in line with insights from MONIN India’s recent trend study, “Reimagining Indian Drinks and Desserts for Modern Hospitality Menus in 2025”, enabling chefs and baristas to bridge traditional flavours with global presentation.
“Diwali is a moment of gratitude for us at MONIN—a celebration of creativity, connection, and culture,” says Germain Araud, Managing Director, MONIN India. “With Brighter With You, we’re celebrating the people and partners who make our journey meaningful, and the flavours that make India truly special.”
Adding to this, Sai Harish, Head of Marketing, MONIN India, shares, “India’s beverage culture is constantly evolving—deeply rooted in tradition yet always open to reinvention. The Indian Rasa Range embodies that spirit, encouraging creators to reimagine familiar flavours in fresh, modern ways.”
Brighter With You: A Celebration of Collaboration – True to MONIN’s spirit of partnership, Brighter With You is an initiative that will see collaborations with cafés, bars, and restaurants across India, where chefs, baristas, and mixologists will craft limited-edition menus and tasting experiences inspired by MONIN’s Indian Rasa Range. Each collaboration will reinterpret festive flavours through a local lens—from spiced beverages and artisanal desserts to inventive cocktails and plated creations— showcasing how tradition can meet innovation on every table. Beyond the menu, select partners will host live demos, workshops, and pairing sessions, offering guests an immersive way to explore flavour and craftsmanship together.
Price & Availability: The Indian Rasa Range is available through select cafés, restaurants, and bars across India, as well as online via Amazon, Flipkart, Big Basket, Blinkit, Swiggy, and Zepto in 700ml and 250ml bottles.
ZOYA Premium Gin – Live. Love . Rejoice.
When the packaging itself becomes the gift, you can’t say no! ZOYA Premium Gin’s value added pack is with creative AI-generated packaging, making a perfect gift for the festive season. The goblet that comes with it, enhances the premium and immersive appeal.
Types of People You Meet at a Diwali Party – As Cocktails
Every Diwali house party has its own share of personalities who add the real spark. From the
meticulous host with the perfectly done up Pinterest board to the one still texting, “What’s the
address again?”, the best house parties are a perfect mix of people, stories, and spirits. And
what if this Diwali, they were re-cast cocktails?
Read on to discover your ultimate cocktail twin with these perfect pours to match every personality.
The Classy Hostess as Vanilla Gintini (ZOYA Premium Gin):
Elegant, composed, and effortlessly charming, this person knows how to make every detail
count, from her playlist to her glassware. Much like the Vanilla Gintini, they blend classic
sophistication with a hint of subtle charm that spells soft power in glass.
The Pour: Vanilla Gintini
Ingredients:
ZOYA Premium Gin (60 ml)
Vanilla Syrup (15 ml)
Cranberry Juice (15 ml)
Lime Juice (10 ml)
Garnish: Edible Flower 1 pc
Recipe:
Fill a martini glass with ice.
Stir all ingredients and garnish to enjoy.
The Old-School Charmer as Smoked Maple Old Fashioned (Woodburns Contempoary Whisky)
A storyteller with a sparkle in the eye and a love for the classics. They don’t rush their evenings or their whisky. The Smoked Maple Old Fashioned is all about this warmth, balance, and timeless taste—making it the perfect pour for the one with the slow sips and good stories shared by the diya light.
The Pour: Smoked Maple Old Fashioned
Ingredients:
Woodburns Contemporary Whisky (60 ml)
Maple Syrup (10 ml)
Angostura Bitters (3 dashes)
Recipe:
Burn a nutmeg and let the smoke come out. Cover that Nutmeg with a whisky glass.
Stir all ingredients in the whisky glass full of ice.
Garnish with orange peel and enjoy!
The Cool Creative as the ARTHAUS Straightpour (ARTHAUS Collective Blended Malt Scotch Whisky)
They arrive fashionably late, with a playlist that instantly takes over the aux. The posterboy for “chill”, this person embodies easy, breezy flair with a little unpredictable twist that ensures they don’t need to do anything to stand out. The ARTHAUS Highball mirrors their spirit —effortlessly smooth with an experimental and artistic edge.
The Pour: ARTHAUS Straightpour (60 ml – served on the rocks!)
The Life of the Party as the Spicy Mule (Russian Standard Vodka)
Fiery, confident, and impossible to ignore, the Spicy Mule channels this person’s infectious energy in every pour. All spark, no dull moment—when they are around, the night is always just getting started.
The Pour:
Ingredients:
Russian Standard Vodka (60 ml)
Jalapeño Brine (30 ml)
Jalapeño (2 pcs; muddled)
Lime Juice (15 ml)
Garnish: Mint Sprig
Recipe:
Shake all ingredients in a mixer filled with ice.
Pour into a Moscow Mule Glass to serve. Top up with non-alcoholic Ginger Beer to
enjoy.
The Midnight Philosopher as Midnight Cravings (SEGREDO ALDEIA Espresso Rum)
Find them on the balcony post-dessert, deep in conversation about the secret of life—or at least the secrets behind good coffee. The cocktail twin-flame for bittersweet thoughts with a silky finish, the Midnight Cravings cocktail is rich, dark, and delightfully introspective just like the midnight philosopher in your gang.
The Pour: Midnight Cravings
Ingredients:
SEGREDO ALDEIA Espresso Rum (60 ml)
Cold Brew (30 ml)
Dark Crème de Cacao (15 ml)
Demerara Syrup (15 ml)
Chocolate Bitters (2 dashes)
Garnish: Coffee beans and chocolate grated
Recipe:
Dry shake and ice shake all ingredients in a glass.
Garnish with coffee beans and grated chocolate to enjoy.
Royal Rangoli by MONIN
A vibrant, tangy refresher that blends MONIN Spiced Jamun and Glasco Lemon with cranberry and soda—bold, fruity, and the perfect citrus break from all your festive sweet munching.
Ingredients:
MONIN Spiced Jamun Syrup – 20ml
MONIN Glasco Lemon Syrup – 10ml
Cranberry juice – 60ml
Soda – 60ml
Ice cubes
Mint sprig (for garnish)
Method:
Add the syrups, cranberry juice, and ice to a shaker.
Shake well and pour into a red wine glass.
Top with soda and garnish with mint.
Meetha Patakha by MONIN
Sweet and fiery, this tequila-based cocktail blends MONIN Cherry and Blood Orange syrups with cranberry and soda for your palate that’s craving a little bit of that oomph factor.
Ingredients:
MONIN Cherry syrup – 20ml
MONIN Blood Orange syrup – 10ml
Tequila – 45ml
Cranberry juice – 60ml
Soda – 60ml
Orange peel (for garnish)
Method:
Combine both syrups, tequila, and cranberry juice with ice.
Shake and pour into a Collins glass.
Top with soda and garnish with an orange peel twist.
Allied Blenders and Distillers Limited (ABD) recently appointed Jayant Bhalchandra Manmadkar as its Chief Financial Officer (CFO). He will also serve as a Key Managerial Personnel (KMP) and Senior Management Personnel (SMP).
Manmadkar who took charge on October 10 is a qualified Chartered Accountant (CA), Cost and Works Accountant (ICWA), and Company Secretary (CS). With over 32 years of extensive experience, he has held leadership roles across diverse sectors such as financial services, pharmaceuticals, alcobev, research & development, manufacturing, real estate, and retail.
Over the course of his career, Manmadkar has been associated with Seagram India; Brigade Enterprises; Mahindra Lifespace Developers; Sai Life Sciences; Cohance Lifesciences; Wockhardt and Reliance Retail. Manmadkar’s core areas of expertise span strategic planning, mergers and acquisitions, international operations, treasury and corporate finance, financial planning and analysis, taxation, investor relations, information technology, corporate governance, and corporate affairs.
Alok Gupta, Managing Director, ABD said, “We are pleased to welcome Jayant to our leadership team. His extensive cross-sectoral experience, strong foundation in financial management, and proven track record in driving finance and business strategy at both national and international levels will be instrumental in strengthening our financial strategy. With his ability to drive strategic initiatives and operational excellence, we are confident he will play a pivotal role in supporting ABD’s next phase of growth.”
Manmadkar said, “Joining ABD at this exciting juncture is a tremendous opportunity. I look forward to leveraging my experience to build on the company’s strong financial foundation and contribute to its long-term strategic vision. Together with the leadership team, I aim to build on ABD’s strong foundation and advance its commitment to performance, efficiency, and sustained growth.”
Set to boost excise revenues, even while the government promotes local production
MML licensees assure that quality will be prioritized and will compete with mass market IMFL
Margins will be tight, and success depends on efficient distribution, strong marketing, and retailer participation.
The Maharashtra government’s decision to introduce a new category of liquor, Maharashtra Made Liquor (MML), is set to transform the state’s alcoholic beverage landscape while increasing excise revenues. Industry experts say the move represents both fiscal foresight and a push to empower local manufacturers.
The Maharashtra liquor market is no stranger to innovation, regulation, and disruption. The MML policy is seen as a strategic attempt to bridge the gap between low-end IMFL and country liquor.
The rationale was straightforward: while premium IMFL and imported spirits dominate the higher price points, many local manufacturers were either dormant or underutilized. The government saw an opportunity to revive these units, create employment, and increase excise revenues. The MML category, pegged at ₹148.50 to ₹205 for a 180 ml pack, was positioned as a bridge offering, designed to be more affordable than IMFL yet higher in quality than country liquor.
Beyond the price, the policy introduced a nuanced excise structure. While IMFL attracts 450% duty on manufacturing cost, MML would be taxed at 270%, providing a margin buffer for manufacturers and retailers. At the time of announcement, government officials projected an incremental revenue target of ₹14,000 crore, on top of the existing ₹25,000 crore excise intake. However, industry insiders remain cautious about whether these numbers are achievable, citing consumer behaviour, market fragmentation, and distribution challenges.
MML is going to redistribute market-share: Sadanand Bapat
According to Sadanand Bapat, Managing Director of Associated Blenders Pvt. Ltd., the new policy is a strategic reform that aligns revenue generation with industrial growth. “The government will definitely benefit with increased revenues, there are no two opinions on that,” said Bapat. “Even if MML doesn’t perform fully as expected, collections will still be higher than before. The estimated additional revenue is around ₹3,000 crore over and above existing excise collections.” Maharashtra’s excise revenue was ₹25,468 crores from April 2024 to March 2025.
Sadanand Bapat, Managing Director of Associated Blenders Pvt. Ltd.
Maharashtra’s IMFL market currently stands at around 30 lakh cases per month. Bapat estimates that once all MML producers become operational, the new segment could account for 8–10 lakh cases monthly, effectively redistributing a share of the existing market rather than creating an entirely new one.
“It’s not an additional market, it’s a redistribution,” he explained. “Out of the total 30 lakh cases, about 8–10 lakh will now fall under MML, and 20–22 lakh under IMFL. Naturally, some IMFL players are worried, but this policy also opens up opportunities for local manufacturers to compete and grow.”
Initially, about 15 licensees are expected to enter the MML space, though the industry anticipates that only five or six major players will eventually dominate. The market, experts believe, could stabilise once consumer acceptance grows.
Grain-based liquor
The MML category, notified under the state’s amended excise regime in June 2025, introduces a grain-based liquor segment that can only be produced by Maharashtra-based manufacturers. Each MML brand must be registered locally, and units must have at least 25% shareholding by state residents. The aim, officials say, is to revive underutilised potable liquor license (PLL) units, encourage local production, and create employment.
Under the new structure, MML will be treated as a distinct type of Indian Made Foreign Liquor (IMFL), but with a crucial difference. It must use rectified spirit produced within the state and will carry a lower excise burden.
As per the excise department, if the manufacturing cost of IMFL is up to ₹260/- per bulk litre, the excise duty is 450 % of the manufacturing cost or ₹750/- per proof litre whichever is higher. If the manufacturing cost exceeds ₹260/- per bulk litre, the duty is 300 % of the manufacturing cost.
Assuming a manufacturing cost of ₹400 per litre, IMFL would cost ₹2,200 (including ₹1,800 in excise), while MML would retail at about ₹1,480 (including ₹1,080 in excise). MML products will be priced between ₹148.50 and ₹205 per 180 ml bottle, making them far more affordable than comparable IMFL brands.
Consumer Outlook and Perception
A major factor in MML’s success will be how consumers perceive the new category. “Let me tell you, MML is nothing but IMFL — it’s the same thing,” Bapat stressed. “The only difference is pricing. Consumers can expect the same quality at a more affordable rate.”
MML will be sold only through licensed retail (FL-2) and hotel/restaurant (FL-3) outlets, not country liquor shops — ensuring quality control and regulatory oversight.
Valsa Nair, Former Additional Chief Secretary, Government of Maharashtra
The MML initiative stems from a report by a committee led by former Additional Chief Secretary Valsa Nair, formed in January 2025 under the Devendra Fadnavis-led government. The Cabinet approved the recommendations on June 10, followed by a government resolution outlining operational guidelines.
The move also revives an earlier attempt to promote grain-based distilleries dating back to 2007, which was shelved after legal challenges. This time, however, the government has built stronger structural safeguards and economic rationale.
Beyond revenues, the new policy ties into Maharashtra’s goal of boosting local manufacturing and employment. With over 70 licensed potable liquor units in the state, of which 22 are defunct and 16 operate only as retailers, the new framework could rejuvenate many idle facilities.
A Model for Other States?
While some observers see shades of Tamil Nadu’s and Rajasthan’s liquor models, Bapat believes Maharashtra’s approach is more innovative. “People say it’s a mix between Tamil Nadu and Rajasthan’s policies, improved to suit Maharashtra’s needs,” he said. “But this is a well-drafted, homegrown framework. If it succeeds, other states will surely follow.”
As MML hits retail shelves, its dual promise, to bolster government revenues and support local industry, is being closely watched. For now, optimism runs high among policymakers and producers alike.
“Everyone — from consumers to manufacturers to the government, is eagerly awaiting the results,” Bapat concluded. “It’s a big reform, and if implemented well, it will redefine Maharashtra’s liquor industry.”
New Avenue of Growth for Domestic Distilleries: Karan Kalani
Echoing similar views is Karan Kalani, Director of Deejay Distilleries Pvt Ltd. He believes that the policy is poised to transform the state’s spirits market, opening a new avenue of growth for domestic distilleries and offering a structured, quality-driven alternative to illicit and imported low-end products.
Karan Kalani, Director of Deejay Distilleries Pvt Ltd.
The new MML category will help the state achieve multiple objectives from curbing illegal inflows of liquor to improving consumer access and strengthening regional industry participation. “The new category will offer high-quality products on par with IMFL, but at a more affordable price point. This will curb illegal liquor entering from other states and give consumers a safe, reliable, and good-quality alternative,” Kalani said.
Market Realignment
“The affordability factor will drive this category. Earlier, consumers seeking lower-priced options had to depend on country liquor or unregulated sources. Now, with MML, they will have a legitimate, high-quality product,” Kalani noted.
The government currently earns around ₹25,000 crore in excise revenue, and expects an incremental ₹3,000 crore once MML stabilizes. Kalani believes this is achievable. “The revised duty structure has increased prices for popular IMFL brands like Imperial Blue, Royal Stag, and McDowell’s No.1. Simultaneously, MML will contribute significantly to revenue growth as production and distribution expand.”
Transition Phase, Not Chaos
While the market is witnessing a degree of flux following duty revisions, Kalani views this as part of a natural adjustment. “It’s not a chaotic situation—it’s a transition phase. The entire industry is undergoing realignment. In the next six to eight months, sales and consumer preferences will stabilize as new players enter the market and distribution strengthens across Maharashtra.”
He also observed that while some consumers are “downgrading” due to price increases in IMFL, the MML segment provides a quality downgrade option, far superior to illicit or country liquor, thus retaining consumers within the formal sector.
The MML policy is expected to give a strong growth impetus to regional distilleries, many of which previously found it difficult to compete with national or multinational brands. “This policy levels the playing field. Local distilleries now have a fair chance to grow within Maharashtra without having to battle MNCs directly,” said Kalani.
Kalani believes the trade will also benefit from the emergence of MML. “Retailers will find the segment attractive, selling a ₹150 product instead of ₹80 boosts turnover and income. Once availability improves, MML products will gain rapid acceptance across retail channels,” he said.
He also emphasized that each manufacturer will have flexibility in crafting their blends. “Every company will have its own recipe and style. Overall, the category will deliver a product at par with popular IMFL in terms of taste and quality,”
Kalani expects MML to record the highest growth rate in Maharashtra’s alcobev sector over the next year. “We expect initial sales of around 5 lakh cases, scaling up to 7–8 lakh cases as more producers come onstream. The first year will be about consolidation — experienced players will strengthen their presence, and the ecosystem will stabilize,” he concluded.
Marketing and Consumer Education will be Crucial: Vishal Jaiswal
According to Vishal Jaiswal & Vaibhav Jaiswal, Managing Directors of Konkan Agro Marine Industries and a senior industry observer, the policy has been carefully formulated after studying models in neighbouring states. The MML category is positioned between Indian Made Foreign Liquor (IMFL) and country liquor and targets the mid-market segment, offering better quality at affordable prices. “They wanted to increase the price of regular segments and at the same time offer an alternative. So, they decided to introduce a mid-segment category,” Jaiswal explained.
He added that the move is also part of a broader effort to revive the state’s manufacturing units. “Many units were shut for ages. The government was not getting any revenue from them. This policy aims to revive those units, create employment, and generate state income,” he said.
“The government has fixed the minimum segment price at ₹148.50. If we want to match the quality of existing IMFL products, the price has to be in the ₹160–₹180 range,” Jaiswal said. He emphasized that all MML products will be made from grain spirit, not molasses, ensuring a smoother and higher-quality profile. “Those who are brand-conscious and want to establish a reputation will definitely focus on quality,” he added.
However, Jaiswal also pointed out that marketing and consumer education will be crucial. “Manufacturers will have to invest in trials and awareness — to get consumers to taste and trust this new category. This is a holistic move, boosting quality, reviving industries, and strengthening the state’s revenue base,” Jaiswal summed up.
Fraught with challenges for distributors, retailers, and even some manufacturers: Pradeep Lulla
Giving a contrarian view is Pradeep Lulla, President of the Maharashtra Wine and Retailers Association. “When the MRP changed in June, a 180 ml whisky that cost ₹160 jumped to ₹220 — a 37.5% increase overnight. Distributors lost 3–4% margins instantly, and low-end consumers were priced out. Many shifted to country liquor, which saw a growth during that period.”
Pradeep Lulla, President of the Maharashtra Wine and Retailers Association
Lulla warns that the MML policy may not generate the initially projected ₹14,000 crore in incremental revenue. He predicts a modest increase of ₹1,000–2,000 crore, mainly due to consumer segmentation and brand loyalty.
“Consumers will not switch entirely from established IMFL brands. Some will reduce frequency, while others will revert to cheaper options. Retailers and distributors will adjust accordingly, cutting stock, rationalizing infrastructure, and tightening credit.”
He also flags distribution and consumer experience challenges. MML is restricted to Maharashtra, which fragments brand exposure. Travelers or consumers moving to other states won’t find their preferred MML brands, potentially eroding loyalty.
Lulla highlighted financial constraints. He said if the manufacturing cost for a 180 ml MML bottle is ₹21.43, the excise duty per bottle is going to be ₹57.86 and the cost of the 48-bottle case will be ₹2,777. “Margins will be tight, and success depends on efficient distribution, strong marketing, and retailer participation,” he says.
In short, MML could redefine Maharashtra’s liquor market. But whether it becomes a game-changer or a market correction remains to be seen. The coming months will test the policy’s design, the resilience of distributors, and the willingness of consumers to embrace a new mid-tier category.
Piccadilly Distilleries has now entered the vodka segment with Cashmir Craft Vodka. This premium small-batch vodka takes inspiration from Kashmir and sets itself apart with its unique base ingredient—Sona Moti Wheat, also known as the Golden Pearl.
Price & Availability Cashmir Vodka is priced at ₹1,800 in Goa for a 750 ml bottle, with an ABV of 42.8%. It is currently available across Rajasthan, Maharashtra, Himachal Pradesh, Uttarakhand, Delhi, Daman, and Uttar Pradesh.
How It’s Made Sona Moti Wheat, used in Cashmir Vodka, is believed to have been rediscovered after nearly 2,000 years. With its rich golden grains, this wheat has deep roots in Indian culinary heritage. Piccadilly revived it by cultivating and replanting over 200 acres, a process that took six years – post acquiring a handful of grains from a farmer based in Punjab.
Produced in small batches, Cashmir Vodka uses pristine water from Kashmir. The spirit undergoes seven rounds of distillation followed by five stages of activated carbon filtering for purity and smoothness. To further refine the liquid, it is polished with mango wood charcoal to remove bitterness, and finally filtered through platinum, gold, and silver—giving it a silky and refined texture.
The vodka is curated by Master Blender Surrinder Kumar (the mind behind Indri-Trini and Camikara), the vodka is positioned as a premium contender in its category.
Packaging In contrast to the often flashy vodka segment, Cashmir opts for elegance and subtlety. The label features a holographic window that, when viewed through, reveals a snow-capped mountain. Iconic Kashmiri motifs—flora, fauna, and even the Shikara—adorn the design in a soft golden hue.
The bottle also states clearly that this vodka is non-hybrid, 100% vegan, and contains no added sugar, making it transparent and consumer-conscious.
Nosing
Clean and neutral nose
Gentle grain sweetness from wheat
Soft minerality
Tasting
Smooth, elegant mouthfeel
Subtle Vanilla sweetness with spicy bite and crisp dryness
Refined texture
Long, Medium finish with a silky character
Conclusion So how is Cashmir Vodka?
At a price point of ₹1,800 – it competes with imported vodka brands while offering something distinctly Indian. Its story—the revival of Sona Moti Wheat, gives it authenticity and depth and for vodka lovers – it’s a spirit that can be tried once for sure.
Suntory Global Spirits is deepening its imprint in India’s thriving travel retail sector with a clear focus on premiumisation and experiential retail. Mandeep Singh Thukral, Senior Regional Commercial Manager, GTR India, Suntory Global Spirits, outlines the group’s strategic expansion and growing resonance among discerning Indian consumers, especially with the launch of the Bowmore Appellations Collection, now exclusively available at Delhi Duty Free and Ospree Duty Free, Mumbai (Arrivals).
Mandeep Singh Thukral, Senior Regional Commercial Manager, GTR India, Suntory Global Spirits
This exclusive single malt series features four rare, age-statement expressions, each finished in casks from celebrated European wine regions, fusing Islay’s signature smokiness with rich global terroirs. “The Bowmore Appellations Collection reflects our commitment to premium storytelling and innovation in the travel retail channel,” notes Thukral.
Expanding Footprint with Premium Spirits
India’s travel retail market is on a growth trajectory, propelled by surging international and domestic passenger movement and a strong appetite for luxury offerings. Suntory Global Spirits has positioned itself strategically with a comprehensive portfolio that spans across iconic Japanese whiskies—Yamazaki, Hibiki, Hakushu, Chita, and Toki—under The House of Suntory. This is complemented by American legends Jim Beam and Maker’s Mark, Islay favourites Bowmore and Laphroaig, and premium white spirits Roku Gin and Haku Vodka. Notably, Suntory’s portfolio also includes India-specific expressions tailored to local tastes, underscoring a nuanced and market-sensitive approach.
Creating Awareness Through Immersive Experiences
Suntory Global Spirits is not only selling bottles—it’s offering experiences. At the flagship Delhi and Mumbai duty-free outlets, the company has curated immersive shop-in-shop boutiques. These spaces feature Kigumi-style wooden lattice architecture, Marumado-inspired digital screens, Zen garden podiums, and interactive digital panels exploring artistic collaborations, including with Japan’s Chiso Kimono House.
A dedicated section on The Art of Japanese Gifting, complete with customisable Kandji cards, further enhances the shopping journey, reflecting the Japanese spirit of Omotenashi—wholehearted hospitality. “These installations aim to educate and engage, turning a duty-free visit into a meaningful cultural moment,” adds Thukral.
Capitalising on India’s Single Malt Surge
Recent data from the IWSR shows Indian Single Malts (ISMs) overtaking Scotch Single Malts in domestic sales for the first time in 2024, growing by over 25% this year following 75% growth in 2023. This transformation signals a distinct consumer pivot towards premium, character-rich whiskies.
“Such growth validates our long-term investment in India,” says Thukral. “While our Japanese whiskies continue to lead with global prestige, our Scotch single malts—including Bowmore and Laphroaig—are also seeing increasing demand.”
The introduction of travel retail exclusives like Bowmore Appellations is a strategic move to capture this discerning customer base.
Beyond India: Global Footprint with Local Relevance
The same emphasis on curation and premium offerings applies across other key travel retail markets like Dubai International Airport and Singapore Changi Airport. While the core lineup remains consistent, each market receives tailored activations and launches to cater to regional preferences.
The Kogei Collection – Japanese Kimono Edition (2024) and the Bowmore Appellations Collection, both GTR exclusives, have been rolled out in these locations, amplifying global brand synergy while respecting local consumer nuances.
Market Share and Future Pipeline
With a 5.5% share in the Indian market, Suntory Global Spirits is seeing robust growth—particularly at international airports, where average basket sizes and conversion rates are significantly higher. “It’s not just about volume, but the quality and aspiration behind each purchase,” says Thukral.
Looking ahead, the brand promises a pipeline of innovative, limited-edition expressions designed exclusively for travel retail. These are aimed at travellers who seek more than just a purchase—they seek a story.
“Our mission is to offer travellers a deeper connection to our brands—be it through craftsmanship, cultural heritage, or exclusive taste journeys,” concludes Thukral. “And India remains central to that vision.”
