HBI Staff | Hyderabad 
Over the past five years, India has seen a significant rise in the demand for homegrown spirits. The country has a long history of producing alcoholic beverages, such as whiskey, rum and brandy, but more recently, we’ve seen the emergence of all kinds of different spirits – like Gin, Mead and Agave spirits like Maya Pistola Agavepura, a craft 100% agave spirit, produced in Goa.
One of the main drivers of this trend is the growing interest in artisanal products. Consumers are becoming more aware of the ingredients and production methods used in their spirits. This has led to an increase in demand for craft spirits that are made using locally-sourced ingredients and made in a way that does not compromise the spirit. For instance, previously one would use ENA with molasses and call it a Whisky, but today brands like Maya Pistola are being made authentically, using craft, small-batch techniques and not using any additives or caramel coloring to create spirits that are all natural and pure.
Another factor contributing to the rise of home-grown spirits is the increasing popularity of the cocktail culture in India that is celebrating local spirits and indigenous ingredients. Speakeasy bars like PCO, Sidecar and Hoots’ are creating cocktails that highlight the uniqueness of Indian-made spirits to make their menus more diverse and representative. As more and more people discover the pleasure of mixing and experimenting with different craft spirits, the demand for spirits that can add a distinctive twist keeps growing.
The trend is not limited to any particular region or demographic group. Homegrown spirits are gaining popularity across the country, from cosmopolitan cities like Delhi, Mumbai and Bangalore to smaller towns and tier 2 and 3 cities alike. This reflects a broader shift in consumer behavior towards supporting local businesses and products.
One of the most exciting aspects of the homegrown spirits movement in India is the diversity of flavors and ingredients that are being used. India is an immensely vast country that has ingredients like agave, juniper, etc that can be used to make world class spirits. The craft spirit movement has really brought to light the incredible depth and variety that is present in India. Moreover, it has helped challenge the notion that Indian-made spirits are not of good quality; in fact, many spirits that are proudly made in India are very premium in terms of purity of spirit and product packaging so that they may stand along-side any world class spirit.
One of the key challenges for homegrown spirits producers in India is navigating the complex legal and regulatory landscape. The country’s alcohol laws are notoriously strict, and each state has completely different laws from one another. Hence there is a massive challenge for producers to bring their products to market. The government needs to recognise the potential of the craft spirits industry and take steps to make it easier for small-scale producers to operate. This really helps in placing India on the world map, where it definitely belongs.
Despite these challenges, the homegrown spirits industry in India is growing rapidly. According to a report by the India Craft Spirit Alliance, the market for craft spirits in India is expected to reach $1.7 billion by 2025. This represents a significant opportunity for producers who are willing to invest in quality ingredients, innovative production methods, and strong branding.
In addition to the economic benefits, the homegrown spirits movement in India is also contributing to a renewed sense of pride in the country’s cultural heritage. By using locally sourced ingredients and traditional production methods, distillers are creating products that reflect the diversity and richness of India’s culinary traditions. This has the potential to not only create a new generation of craft spirits enthusiasts but also to promote a deeper appreciation for Indian culture and identity.
