New Delhi: South Seas Distilleries is gearing up for a major expansion, strengthening its presence in India while preparing to enter key international markets with its premium spirits portfolio.
The company plans to expand its retail footprint from 8 to 11 states this year. At the same time, it is targeting global markets such as the US, UK, Japan, Taiwan, and France, according to Hamavand Chinoy.
Based in Dahanu, Maharashtra, the distillery has spent decades working behind the scenes as a B2B supplier, producing premium spirits for global brands. However, in 2023, it shifted focus to launching its own consumer brands. Chinoy said the company now wants to step into the spotlight after years of operating quietly in the background.
Its current portfolio includes “Crazy Cock,” a premium single malt whisky range priced between ₹5,500 and ₹13,500, and “Six Brothers,” a luxury spirit made from Mahura flowers.
On the investment front, the company does not plan to raise external funds for now. Chinoy explained that most of the heavy capital investments—especially in whisky ageing and cask inventory—have already been completed. As a result, the company will now focus its spending on distribution and marketing to grow its brand presence.
South Seas Distilleries is also steadily expanding its distribution network across India while building visibility in the premium spirits segment.
Commenting on the India-UK Free Trade Agreement, Chinoy said it is unlikely to have a major impact on premium single malts, as consumers in this segment are generally less sensitive to price and more focused on quality and experience. He also pointed out that India’s tropical climate helps whisky mature faster, giving Indian producers an advantage over cooler regions.
On the global front, the company has already established a presence in the UAE and plans to expand further into the US and France, followed by the UK, Japan, Taiwan, and Australia.
As part of its international strategy, the company recently आयोजित bartender tastings in London to understand how Indian heritage spirits like Mahura can fit into global cocktail culture.
Chinoy added that building a strong alcohol brand takes time, especially in a complex market like India, and the company is taking a steady, long-term approach to growth.
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