The artisanal spirits maker enters one of India’s largest alcobev markets, aiming to scale distribution across 800 premium outlets and drive multi-category growth over three years
Ochre Spirits has announced its strategic entry into Maharashtra, positioning the state as a key growth engine expected to contribute over 25 per cent to the company’s consolidated revenues within the next three years. The move comes as India’s premium and luxury spirits segment continues to expand, driven by rising disposable incomes, evolving consumer preferences and growing demand for homegrown artisanal brands.
Industry estimates peg India’s premium and luxury spirits market at approximately Rs 26,500 crore in FY24, with an expected compound annual growth rate of around 11per cent through FY29, taking the market to nearly Rs 44,612 crore. Maharashtra, one of the country’s most influential alcobev markets, represents an excise opportunity of about Rs 23,250 crore, with premiumisation gaining pace across urban and emerging consumption centres.
Building on its presence in Goa and Pondicherry, Ochre Spirits will roll out its craft portfolio across Mumbai, Pune, Nagpur and Aurangabad. The company plans to strengthen both retail and on-trade visibility by establishing a distribution network across 700 to 800 premium outlets and targeting cumulative sales of 35,000 to 40,000 cases across its rum, vodka and upcoming categories in the region.
“Maharashtra is a state of immense diversity and evolving tastes,” said John Royerr, Founder of Ochre Spirits. “From Mumbai’s cosmopolitan consumer base to the growing premium appetite in Pune, Nagpur and Aurangabad, the state reflects India’s transition towards contemporary, quality-driven spirits. Entering this market is a significant emotional and strategic milestone for us.”
Distribution for the Maharashtra launch will be handled by Drunken Monkey Beverages Pvt. Ltd., led by Directors Amit Vasandani and Sunny Asrani. The distributor brings extensive experience in premium spirits, established retail relationships and a strong operational footprint across the state.
Sunny Asrani, Director at Drunken Monkey Beverages, said the timing of the launch aligned with changing consumer preferences. “Consumers in Maharashtra are increasingly open to newer, modern brands. Ochre’s clear brand identity, contemporary positioning and scalable portfolio place it well to emerge as a strong player in the premium segment,” he noted.
Ochre Spirits has built a reputation for its distinctive, craft-led approach to Indian distilling. Its portfolio includes Nutty Berry Rum, Mango Citron Rum, Peach & Cherry Vodka and Saffron Vodka, each designed to offer layered flavour profiles and an elevated drinking experience tailored to millennial and Gen Z consumers.
The Maharashtra expansion also sets the stage for the company’s next phase of growth. Ochre Spirits is preparing to launch an agave-based spirits line, followed by a modern Indian gin and a whisky portfolio aimed at tapping into India’s largest and most premiumising spirits category. Together, these initiatives are expected to strengthen Ochre’s ambition to become a multi-category craft spirits house with a national footprint.
