Bengaluru India’s alcobev industry is seeing a surge in niche distillations, moving beyond conventional grapes and grains. Specialty spirits infused with offbeat ingredients like Mahura flowers, coffee beans and agave are gaining traction, driven by consumer demand for unique flavours and experiences.
Kimberly Pereira, Chief Operating Officer of Maya Pistola Agavepura (Pistola), said, “Since our launch in 2022, we’ve witnessed growing demand for homegrown, high-quality agave spirits, with 2024 being dubbed the ‘Year of Agave’ in India. Dedicated agave cocktail menus, bar takeovers, and experiential events have accelerated this shift.”
The agave spirits market in India is expanding rapidly, with a 12 per cent CAGR, outpacing the global growth rate of 8.5 per cent. Globally, agave spirits are projected to grow from $10.65 billion in 2023 to $18.83 billion by 2030.
The Spirit of India
Also breaking new ground is Quaffine, a cold brew coffee liqueur, launched under Indie Brews & Spirits in Goa in 2022. The liqueur is made with Arabica beans sourced from Chikmagalur’s coffee estates in Karnataka. Cold brew is a coffee-making method in which coffee grounds are steeped in cold or room-temperature water for over 12 hours, resulting in a smooth concentrate.
Isaac Vivek Mani, Founder and CEO of Indie Brews and Spirits, said, “We are already exporting to Thailand and Kenya and have demand from Middle Eastern countries like Lebanon and UAE, and Canada and the US. We are holding back right now because there’s a big headroom in India. Our primary focus is to take our brand to as many States and consumers in the country.”
In August 2024, Diageo Ventures India invested in Indie Brews & Spirits, signalling a growing market for premium Indian liqueurs. Currently, the liqueur market in India stands at around 200,000 cases, dominated by imported brands. In 2023, the premium coffee liqueur segment alone accounted for 5,000 cases.
Meanwhile, South Seas Distilleries is reviving a forgotten heritage with Six Brothers Mahura— a luxury mahura spirit. Rupi Chinoy, Director of South Seas Distilleries, said, “Just as Tequila is to Mexico and Scotch is to Scotland, we believe it is now time for Mahura to take its rightful place on the global stage as the true spirit of India.”