India may be a historically whisky-drinking nation, but homegrown brands, both established as well as new, are increasingly coming out with niche alcoholic beverages. From limoncello, a liqueur mainly crafted in southern Italy, to vermouth, a fortified wine produced in Italy; from liqueur, historically made in France, to agave spirits, synonymous with Mexico, these products—most of them reimagined for India—are shaking up the country’s liquor market. They are also finding more acceptance among today’s consumers who are well-travelled, experimental and open to exploring global drinking cultures.
“Consumers are not just drinking; they’re seeking experiences, stories, and authenticity in every glass,” said Aakriti Kochhar Sachdeva, co-founder and CMO of Mikiamo Limoncello, an Indian brand of artisanal limoncello, made with lemons from Italy’s southern coast and produced in small batches in Goa.
“In Italy, limoncello is more than a drink—it is a ritual of togetherness, savoured over long meals, conversations, and family gatherings. With Mikiamo, our vision was to bring that very spirit—and a piece of Italian culture—to India,” she added.
Launched in May last year, Mikiamo closed at Rs 1.25 crore in its very first financial year— which covered just nine months of sales—with market presence limited to a single state, Goa.
“In 2025, we’ve already expanded into new markets such as Karnataka, Delhi and Haryana, with two more scheduled to open soon,” added Kochhar.
Similarly, Maya Pistola launched its agave spirit – synonymous with tequila and mezcal in Mexico – in 2022, and has since grown from a niche liquor maker to an award-winning brand with over 40 accolades to its name. “Today, we’re present across eight Indian states and four international markets,” said Kimberly Pereira, chief operating officer, Maya Pistola.
Agave has a long, if little-known, history in India. Introduced during the British era to line railway tracks and as natural fencing, the plant has since naturalised and now grows across the country in several varieties. Among them, Agave americana thrives in Chittoor district of the Deccan Plateau, where volcanic red-black soil and an elevation of around 600 metres create near-perfect growing conditions—a terroir strikingly similar to central America, the heartland of agave spirits. “This is the very agave species we use to craft Maya Pistola,” added Pereira.
The demand for such niche spirits also comes from a rise in cocktail culture, said Adarsh Gadvi, founder of Davana Vermouth Indica, makers of India’s first 100% homegrown vermouth. “Indian consumers are becoming more experimental — looking for craft, authenticity, and variety. Low-ABV, aperitif-style drinks are gaining interest, especially in urban markets. Vermouth fits naturally into this shift, as it works both in cocktails and as a standalone sip, appealing to both seasoned drinkers and new entrants exploring lighter, versatile options,” he added.
Vermouth is an aromatised and fortified wine originating in Italy, which is flavoured with botanicals and a small amount of spirit. First launched in Goa in late 2024, the brand has since expanded into Bengaluru and Mumbai, with Puducherry in the pipeline.
Homegrown brands are now even trying to give a unique, Indian twist to a common alcoholic beverage like beer. Traditionally associated with European brewing styles, beer is now being made from distinctly Indian ingredients, such as Geist Pop Fiction that uses popped rice. “India, as a tropical country, has a wealth of raw materials that are yet to be explored in brewing. With Geist Pop Fiction, we wanted to celebrate that diversity while also reconnecting with our own heritage,” said Narayan Manepally, co-founder and CEO of Geist Brewing, an Indian craft beer brand.
What sets the company’s Geist Pop Fiction beer apart is the use of popped rice or aralu. Unlike the polished rice typically found in lagers, aralu brings a toasted, nutty character—slightly reminiscent of popcorn or roasted peanuts. “The way aralu is made adds even more character – local Karnataka rice, with its husk intact, is steeped in water and then heated over hot sand. As it pops, the husk is shed, and the grain takes on a ridged outer layer with streaks of charring. That process gives it a gentle crunch, a toasty depth, and a wonderfully aromatic quality—all of which carry through subtly into the beer’s flavour and texture,” added Manepally.
Since its launch in 2017, Geist Brewing has grown at a CAGR of over 50% and is currently present in over 450 locations across Karnataka, Telangana, Pondicherry, and Kerala.
Similar was the aim of Radico Khaitan, one of the oldest and largest manufacturers of Indian made foreign liquor (IMFL) in India, when it launched the Zaffran spiced liqueur, crafted with 21 handpicked herbs including Kashmiri saffron, earlier this year.
“Spice-infused alcohol has strong long-term potential, and with consumers increasingly drawn to authentic, locally rooted tastes, this category is moving well beyond niche to become an important pillar of premiumisation. With Zaffran spiced liqueur, we aim to showcase India’s unique heritage while catering to these growing preferences for experimentation,” said Sanjeev Banga, president, international business, Radico Khaitan.
Zaffran—currently available in a 1-litre bottle for global travel retail and a 700-ml bottle for the global market – is Radico Khaitan’s first offering in the Ankahi liqueur range. “More forgotten and unique blends will be added to the portfolio in near future,” added Banga.
Similarly, John Distilleries, an Indian alco-bev company that produces the award-winning Paul John single malt whisky, offers the Malhar Indian craft gin, which is crafted in Goa with indigenous botanicals. “It represents a category traditionally associated with the UK and Europe, but one where India has enormous potential. While gin has exploded as a category, luxury gin is a very small rapidly-growing sub-segment and that is where we placed Malhar,” said Heemanshu Ashar, global brand ambassador, John Distilleries.
Since its launch in 2022, Malhar has consistently grown in double-digits (14% y-o-y in FY25), with strong uptake in urban centres like Bengaluru, Mumbai, Rajasthan, and Delhi, as well as in duty-free. Going forward, the company is also keeping an eye on emerging categories like agave spirits, vermouth, and liqueurs, where “we see long-term potential in India’s cocktail-led markets”, as per Ashar.
Meanwhile, Bonga Bonga was created to defy convention, as per Anupam Gurani, chief marketing officer of IndoBevs, a homegrown alco-bev company that makes the ‘mystery liqueur’. “From day one we set out to craft something the world hadn’t seen—a liqueur that isn’t just drunk, but experienced,” he explained.
With a mix of 40 botanicals—from European staples like elderberry, basil, and thyme to Indian treasures like cinnamon, coriander, ginger, and honey—Bonga delivers a shot that comes alive at –10°C, cutting right through the senses.
“Bonga’s built-in infuser turns every pour into play, letting drinkers drop in herbs like rosemary, mint, or lavender to create their own twist. And when the liquid is gone, the story doesn’t end — the bottle itself is designed to be kept, reused, and reimagined,” explained Gurani.
