In 2023, father-son duo Ipe and Adam Jacob launched Maharaja Drinks, a London-based company with a bold mission: to take premium Indian alcoholic beverages to global shelves. From whiskies and rums to wines, craft beers, and India’s first 100% agave spirit, their handpicked collection is now making waves in the UK and across Europe.
Filling a Global Gap
The idea behind Maharaja Drinks came from a simple observation—authentic Indian premium spirits were nearly invisible in international markets. “We saw a big gap,” said Adam Jacob. “There were hardly any high-quality Indian spirits available abroad, especially in the premium segment.”
Determined to change that, both Adam and his father travelled across India, meeting local distillers, walking through plantations, and tasting products firsthand. Their goal? To ensure each bottle they offered told a story of authenticity and craft.
From Jaggery Rum to Agave Spirit
The brand’s portfolio features unique products like Pipa Rum, a spiced rum made from jaggery, and Ayam Agave, which recently made headlines in the UK as the first Indian agave spirit to enter the market.
Their launch couldn’t be better timed. Interest in Indian spirits is booming—Indian whisky exports alone jumped by 18% in 2023, with the UK, Australia, and Europe being key growth markets.
More Than Just a Drink
Maharaja Drinks isn’t just selling liquor; it’s selling stories. Each product is presented with rich details about its origin, ingredients, and the people behind its creation. “Today’s consumers want more than just great taste—they want to know where their drink comes from,” said Adam.
The brand is also committed to ethical and sustainable practices, working with producers who follow traditional and eco-friendly methods. While formal certifications are still in progress, the team says this is a key focus as they grow.
Building a Global Brand, One Sip at a Time
Though still a small player, Maharaja Drinks has already made its presence felt by participating in major events like the London Wine and Spirits Fair. The company is now eyeing expansion into gin and liqueurs, exploring e-commerce platforms, and building relationships with high-end hotels and bars.
Their current focus is steady, organic growth—especially in the UK, Germany, and France. No flashy investments or aggressive marketing campaigns yet—just a quiet confidence and belief in the power of Indian spirits.
“We know it’s going to take time,” said Adam. “But we’re here to build something lasting. Indian spirits deserve their place on the global stage.”
The Aabkari(Abkari) Times magazine occupies a unique niche in the Indian media landscape. As the only Hindi monthly magazine dedicated to alcohol, liquor, excise, and allied industries, it caters to a specific audience with a specialized knowledge base.
