Media365
Traditional Indian spirits Mahua and Goan Feni have entered the UK market this week, as demand grows for heritage and craft beverages.The launch has been led by UK-based retailer Maharaja Drinks, which introduced a new range featuring three Feni variants and one Mahua spirit.Feni, a Goan spirit made from cashew apples or coconut palm sap, is represented through offerings from Goenchi Feni and Goa Heritage Distillery, including a spiced variant, OURO De Goa. The products are made using small-batch distillation methods and natural ingredients.Mahua, a flower-based spirit traditionally associated with tribal communities in central India, is being introduced through a variant produced by DesmondJi in Andhra Pradesh.“India is home to an extraordinary range of heritage spirits, each rooted in centuries of craftsmanship and storytelling,” said Annabel Jamieson, CEO of Maharaja Drinks, as quoted by news agency PTI, adding that interest in authentic native flavours is rising among UK consumers.Producers said the move aims to bring Indian heritage spirits to a wider audience while also appealing to the Indian diaspora in the UK. Yash Sawardekar, co-founder of Goenchi Feni, said the expansion would help reposition Feni as a globally recognised spirit.Desmond Nazareth, founder of DesmondJi Mahua, described the drink as a long-overlooked product with deep cultural roots. “Mahua is a national treasure of India that has been hidden in plain sight,” he said, as quoted by PTI.Maharaja Drinks said the launch coincides with the expansion of its broader portfolio in the UK, including Indian vermouth and liqueurs made from botanicals, spices and fruits.The company, founded by Ipe and Adam Jacob, has been operating in the UK for the past two years, focusing on curated Indian wines, beers and spirits.The move reflects a wider trend of growing global interest in traditional and craft spirits.
