“Our aim is to showcase the rich, varied flavour of India through exceptional drinks”
says Ipe Jacob, one of the founders of Indian drinks emporium, Maharaja Drinks, “There are so many world-class drinks from India that are only just getting recognised in the west. Despite the country’s remarkable advancements in beverage production, many still overlook the diversity and quality of Indian drinks. Now is the time to make Indian drinks accessible to everyone, and celebrate the stories behind them. ”
Maharaja Drinks is a new Indian drinks retailer on a mission to redefine global perceptions of Indian beverages, by offering a curated selection of high-quality, ethically produced drinks from India. Not only do they champion sustainable practices but they offer a deep connection between consumers and the artisans behind the drinks. The journey started in 2023 when father and son, Ipe and Adam Jacob embarked on a journey across India to find the finest craft drinks, and their goal was clear: to partner with suppliers who share the company’s values and philosophy.
For 8 weeks over two years, Ipe and Adam travelled across India to dive into each supplier’s story and go back to the source, securing personal meetings with the makers, tours of the facilities and plantations, and in-person tasting sessions. Here, they discovered a whole world of craft drinks from fruit wine vineyards in Maharashtra, beer brewed in Goa, gin fermented in Rajasthan and whisky distilled in Bangalore. After tasting these craft drinks, and listening to the tastemakers’ story, they knew they had to bring these products back to the UK.
Maharaja Drinks launched shortly after in September 2024. The company currently has over 20 wine offerings from rich reds, zingy whites to sparkling choices. Over 25 Indian craft spirits that tap into a wide spectrum of palates from fruity and spicy to sweet, rich and complex across categories in rums, agave, whisky, vodka and gin. Top notch and ready to drink canned cocktails with incredible flavours such as Long Island Iced Tea to Moscow Mule. Beer choices from the Indian craft brewery scene and non alcoholic options including Kombucha, Iced Teas and the vintage masala cola, as well as teas and coffees.
So why is the company starting now? Premiumisation, steadily rising quality standards, improvements in regulatory frameworks, and reduced tax burdens on alcohol businesses in India means that the global drinks market is starting to pay attention to the Indian drinks market. These developments have spurred a wave of entrepreneurship and innovation within the Indian domestic market, paving the way for a new generation of dynamic Indian disruptors. This wave is now reaching the UK, and this year we are likely to see a demand for authentic, high-quality Indian drinks.
“There is some incredible talent coming out of India” says Adam Jacob Co -Founder of Maharaja Drinks “Many of these people are incredibly talented men and women who are progressive thinkers and pioneers in Indian craft drinks from Goa to Darjeeling”
The story starts before the pour with Maharaja Drinks. “More and more consumers are wanting trust and transparency, and there’s a global desire for smaller, craft and more sustainable producers to succeed” says Ipe Jacob “People want to understand a brand’s stories, its background and the curated process. That’s why we tell all our suppliers’ stories on our website – we want the consumer to understand what they are buying into, going beyond the bottle.”
Most recently, Maharaja Drinks expanded its presence by introducing a new sustainable, Indian crafted agave called “Ayam Agave” exclusively to the UK market as a category first. The spirit is produced at Asia’s first and only official award-winning agave craft distillery, founded by Desmond Nazareth, an innovator in Indian beverages for over 23 years. The story goes that Desmond saw photos of the blue agave used in Mexico to produce tequila and recognized the agave plants growing in India during his cross-country travels from his childhood. From there, he discovered that the Indian Deccan Plateau lies on the same range of latitudes as the agave regions of Mexico, and both share a similar terroir—the perfect environment for agave to thrive. Made from 100% Agave americana and Indian raw materials, this sustainable drink is crafted on India’s semi-arid Deccan Plateau and distilled in small batches, perfect for enjoying on the rocks or in a cocktail.
Whilst sustainability is a core value for Maharaja Drinks, they also choose to champion the people who are central to its business. They do this by using the “Rule of One”, a donation of 1% of all sales to charities that benefit the workers involved with their producers and suppliers in India. Additionally, they share 1% of their sales value equally among their staff, acknowledging their contributions to their success.
So what’s next for the retailer? Right now, they are focusing on educating the UK market on Indian drinks through different content platforms with a focus on weddings, celebrations with friends, food pairings and the introduction of new, flavoursome craft pours to the UK market.
For more information on Maharaja Drinks, please visit…
https://www.instagram.com/maharajadrinks/
