India’s premium spirits market is thriving, with celebrity-backed brands bringing star power, craftsmanship, and market strategy to the alco-bev industry. Personalities like Rana Daggubati, Kevin Pietersen, Sanjay Dutt, and Danny Denzongpa are reshaping the space, mirroring the success of Hollywood icons like George Clooney (Casamigos) and Dwayne Johnson (Teremana).
Rana Daggubati’s tequila brand, Loca Loka, co-founded with Anirudh Ravichander and Harsha Vadlamudi, launched internationally in 2024 and plans to enter the Indian market this October. “India’s rising demand for premium spirits makes this an exciting time,” shared Daggubati, who oversees branding and product development.
Kevin Pietersen’s Scotch whisky brand, Dram Bell, debuted in India in November 2024. “Whisky, like cricket, requires precision and craftsmanship. My focus is on quality and storytelling,” he said, acknowledging the challenges of navigating India’s regulated market.
Adding to the lineup, Bollywood star Sanjay Dutt introduced Seven Islands Rum in late 2024, drawing inspiration from Mumbai’s historic connection with the seven islands. “I wanted to create a premium rum that celebrates both heritage and quality,” said Dutt. He worked closely with distillers to perfect the blend and actively participates in brand strategy and promotions. The rum, available in Gold and Spiced variants, has quickly gained traction in urban markets.
While fame provides a competitive edge, experts emphasize that credibility and product quality are critical for long-term success. Vikram Achanta, CEO of Tulleeho, explained, “Luxury spirits aren’t just about visibility; they need credibility. A great product and strong brand identity are essential.”
Brands like Copter 7, inspired by MS Dhoni, faced challenges due to limited consumer connection despite initial hype. Daggubati acknowledged similar hurdles: “The toughest part is aligning the blend with consumer preferences. Once that’s done, the rest flows smoothly.”
As India’s appetite for premium spirits grows, celebrity-backed ventures like Loca Loka, Dram Bell, and Seven Islands Rum are poised to redefine the alco-bev industry by combining star appeal with high-quality offerings.
Source: Business Line
