The Diageo India subsidiary will use the investment to back the premium craft spirits startup’s expansion and portfolio growth as demand for premium alcoholic beverages rises in India
United Spirits (USL), the Indian arm of Diageo, has acquired a 10.08 per cent stake in premium craft liquor startup Nuvola Spirits for Rs 2.69 crore, reinforcing its focus on India’s fast-growing premium and craft alcoholic beverages market.
The investment will support Nuvola Spirits’ expansion plans, including strengthening its distribution network, broadening its product portfolio and intoduced more globally inspired premium spirits in India, the company said in a statement on Monday.
Founded in 2023 by Aakriti Kochhar Sachdeva and Raghav Sachdeva, Nuvola Spirits has built a portfolio of premium spirits that includes Mikiamo, an Italian-inspired liqueur brand, and Seoulmate, a Korean-inspired soju brand targeted at younger Indian consumers.
“This partnership marks a defining moment for Nuvola Spirits,” founders Aakriti Kochhar Sachdeva and Raghav Sachdeva said. “Having USL partner with us is a strong validation of our vision. Their investment will help us accelerate growth, strengthen our portfolio and continue building brands that redefine India’s premium craft spirits landscape.”
For Diageo India, the investment reflects its strategy of backing emerging premium alcohol categories as Indian consumers increasingly explore global flavours and premium drinking experiences.
“India’s craft alcobev landscape is evolving rapidly, creating exciting opportunities for differentiated brands and new consumer propositions,” said Praveen Someshwar, Managing Director and Chief Executive Officer, Diageo India (United Spirits). “Nuvola Spirits is tapping into this shift with a distinctive portfolio across emerging categories. Our investment reflects our conviction in backing bold entrepreneurs and innovative Indian craft brands with the potential to shape the future of the industry.”
Expansion Plans
Nuvola Spirits introduced its first brand, Mikiamo, in 2024 with limoncello before expanding the range to include meloncello. The company later launched Seoulmate, offering seven soju flavours, as demand for Korean food and beverage products continues to grow among Indian consumers.
The startup said it remains focused on developing globally inspired premium spirits that combine authenticity, craftsmanship and accessibility as India’s premium alcoholic beverages market continues to expand.
