One year after its debut, MISAKA Whisky—a collaboration between Global Drinks Ltd (GDL) and Japanese master distillers—is quickly making a name for itself across Asia, especially in travel retail. The whisky blends 700 years of Scottish tradition with 100 years of Japanese expertise and is inspired by the Misaka Mountain range, famous for its pure water and rare Mizunara oak.
Strong Expansion Across Borders and Airports
Since its launch at the 2024 TFWA Asia Pacific show in Singapore, MISAKA has entered key travel retail markets, including airports in Macau, Hong Kong, Seoul, Singapore (Changi), Australia, and New Zealand. Its biggest market, however, is India, where it is already available in Delhi and Hyderabad, with Mumbai coming soon.
The brand has also performed well at border stores and ferry terminals, particularly in Hong Kong, where high-speed rail traffic to mainland China drives strong sales.
Logistics and Supply Chain Growth
Beyond selling premium spirits, GDL has built a major supply chain operation. It manages the spirits business for Lagardère Travel Retail in Hainan, Japan, and Cambodia, and recently expanded into the tobacco segment. The company helps smaller brands by aggregating shipments, making it easier for them to meet minimum order requirements, especially in India and the Middle East.
Strategic Partnership with Platinum Liquids
GDL has joined forces with Gaurav Joshi, a former Bacardi executive and founder of Platinum Liquids, to expand its portfolio in India and the Middle East. Platinum Liquids now exclusively distributes MISAKA, El Dorado Rum from Guyana, and a bold new tequila brand called Loca Loka.
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El Dorado, known for its 300-year heritage and award-winning aged rums (3 to 21 years), is expanding from its core Caribbean and North American markets into Asia and the Middle East.
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Loca Loka Tequila, produced in Mexico, is co-owned by Indian celebrities Rana Daggubati, Anirudh Ravichander, and Harsha Vadlamudi. The brand blends Indian and Mexican themes, with fun packaging that features an Indian tiger and a sombrero-wearing bear. It has already secured listings at Singapore’s Changi Airport and is gearing up for wider Asian distribution.
Looking Ahead
With rising demand for premium spirits in India and Asia, this partnership is poised for further growth. “We’ve seen amazing response from duty-free retailers in Delhi, Hyderabad, and Mumbai,” says Gaurav Joshi.
MISAKA is already positioning itself as a legacy brand—even though it’s new—thanks to its branding and Japanese-inspired identity. “People assume it’s been around for years,” Joshi adds. “Sometimes, I just let them believe it.”
