Indian-made country liquors like Mahua, Feni, and Tongba, once confined to rural settings, are now finding their way onto mainstream bar menus. As the Indian spirits market continues to grow—valued at $52.5 billion and expected to reach $64 billion by 2028—consumers are becoming more adventurous, seeking unique flavors beyond whiskey and mainstream brands.
The Rise of Local Spirits
For years, locally made spirits were often looked down upon in favor of international brands. However, times are changing. Drinks like Feni (from Goa), Mahua (traditionally made from Mahua flowers), Tongba (a millet-based drink from Sikkim and Darjeeling), and Sekmai Yu (from Manipur) are gaining attention, thanks to increasing consumer interest in indigenous and craft beverages.
Why the Shift?
Industry experts attribute this trend to several factors:
- Changing Perceptions: The “Make in India” and “Vocal for Local” movements have encouraged consumers to appreciate homegrown products.
- Cocktail Culture: Mixologists are experimenting with local spirits, blending them into innovative cocktails.
- Affordability & Accessibility: Many of these drinks are cheaper than premium whiskey or imported spirits.
- Social Media Influence: Awareness and curiosity around Indian spirits have grown through digital platforms.
The Luxury Makeover
What was once considered cheap “desi daru” is now being rebranded as a premium drink. Brands like Six Brothers Mahua are refining traditional recipes to offer smoother, high-quality versions of these spirits. Just as tequila, sake, and soju gained global recognition, Indian native liquors are now making an international impression.
The Road Ahead
While the demand for local spirits is rising, regulatory hurdles remain a challenge, particularly licensing policies. However, as more bars and brands embrace these unique flavors, Indian traditional liquors may soon stand alongside global favorites in premium bars worldwide.
Would you be willing to try a Mahua cocktail or a Feni-based drink the next time you’re out? It looks like India’s bar scene is about to get a whole lot more exciting!
