Uppal Brewers & Distillers (UBD) has launched its flagship blended whisky Soorahi in Goa, expanding the brand’s reach across India. The move follows the company’s commissioning of a dedicated bottling facility in Ponda earlier this year, and marks Goa’s shift from manufacturing base to key consumer market.
Soorahi is the premium spirits venture of The Uppal Group, a Delhi-based business best known for luxury real estate. The whisky is now available across Delhi, Punjab, Haryana, Odisha, Daman & Diu, and Goa.
Positioned as an approachable premium blended Indian whisky, Soorahi means “good traveller” and is designed to celebrate “journeys, experiences, and meaningful moments”.
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READ THE STORYThe brand said the whisky offers “a smooth and versatile flavour profile crafted for consumers who appreciate quality, authenticity, and modern Indian craftsmanship”.
“Goa has always been India’s destination for people who seek something more—better experiences, better memories, better stories,” said Kanhav Uppal, co-owner of Uppal Brewers & Distillers. “That is who Soorahi is made for. Our vision is to build a premium Indian spirit company for the long term, and for that, a strong presence in Goa is essential.”
Uppal added: “Goa is not our next market; it is our home. We make Soorahi here, and now the world will find it here. That means something to us.”
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The launch positions Soorahi within Goa’s tourism and hospitality sector, which draws millions of visitors annually.
Ankur Sachdeva, CEO and co-founder of Uppal Brewers & Distillers, said: “Goa is a phenomenon in itself, and every visitor’s experience is unique to them with so much to choose from.”
“We are delighted to add Soorahi to the experience of beachside sunsets, dining, and the vibrant nightlife,” he added.
Sachdeva said the brand’s “contemporary positioning and authentic storytelling” would resonate with consumers embracing premium experiences and homegrown brands.
The Indian whisky market is among the largest in the world by volume, with domestic brands increasingly competing in the premium segment.
Subrajit Majumdar, head of marketing at Uppal Brewers & Distillers, described Goa as “one of India’s most influential brand-led markets”.
“This launch is more than another milestone for us,” Majumdar said. He added that Goa would “play an important role in shaping Soorahi’s visibility, consumer affinity, and UBD’s growth journey”.
