As the global market for Indian whisky continues to grow, Maharaja Drinks, a premium drinks emporium, has launched in the UK. According to a Maharaja Drinks press release, “today heralds India’s much-anticipated arrival as the next international drinks powerhouse – set to capture palates, bartenders, baristas and inspire home drinks explorers across the UK and beyond.”
Maharaja Drinks has traveled across India selecting the finest Indian beverages to offer at the emporium. The selection includes wines, beers, spirits, tea, coffee, and soft drinks. Some of the brands included in the selection will see their first foray into the UK market. These include Maka Di, a craft beer brand from Goa, wines from Revelio, and Indian whisky from Amrut, Indri, and Paul John.
Maharaja Drinks’ Mission
“Our mission is to shake up what UK drinks enthusiasts understand of both India and its rich array of crafted drinks. We know that ongoing premiumisation, rapidly rising quality standards, improvements to the regulatory frameworks and reduced tax burdens on alcohol businesses in India have all driven a rise in entrepreneurship and startups in the Indian domestic market, opening up doors for this new dynamic wave of disruptors in the UK beverage market, “said Ipe Jacob, co-founder of Maharaja Drinks.
“We know we have a ready-made audience of UK born Indians who we will appeal to, but with new products and high-quality premium drinks including healthy drinks and lower alcohol, we think we will capture a broader Gen Z and Millennial drinks consumer, who have been demonstrating their spirit of exploration and adventure for some time now,” he said.
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In addition to expanding and premiumizing the market for Indian drinks, Maharaja Drinks is also committed to organically certifying its products, and ensuring that each product is as sustainably produced as possible for the UK market.
“We have been privileged to be part of the journey with Maharaja Drinks from its conception to the launch and onwards,” says Heemanshu Ashar of Paul John Distilleries. “The Maharaja team has such a clear idea of how they vision the UK marketplace rolling out and we are excited to be part of the adventure early on.”
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