Maharaja Drinks is celebrating International Women's Day by acknowledging six incredibly talented Indian women in the wine, spirits, and non-alcoholic drinks industry who are paving the way for Indian craft drinks in the UK drinks market.
The spirits and wine industry has traditionally been male-dominated. However, in recent years there has been a flurry of women-led drinks businesses and enterprises pioneering new, emerging global female talent. Maharaja Drinks would like to introduce six of these fearless women.
Sophia Longhi, Maharaja Drinks Wine Guru said, "The wine industry has had something of a refresh lately, with more and more women breathing new energy into all areas of the sector, including winemaking and wine communication.
"The majority of wine sold in the UK is bought by women, so it's only going to be good for business to have more women making wine, selling wine and talking about wine.
"At Maharaja Drinks, we work with some amazing female-led wine suppliers, who bring their expert viewpoint to our table. As well as championing women in wine, I also get to champion an emerging wine region, India, which makes my work here doubly exciting. If one thing's for sure, wine is an industry that never stands still - which is why I love it."
Vidita Mungi from Rhythm Winery
Vidita Mungi is one of the few women in the largely male-dominated world of wine production.
Rhythm Winery is a fruit wine business owned and run by Vidita, who is bold and brave when it comes to challenging the traditionalists. The winery capitalises on the diverse climate and soil conditions in India to source fruits from various regions.
From the lush orchards of Maharashtra to the vibrant fields of Karnataka and the sun-kissed plantations of Gujarat, each fruit is carefully procured, ensuring exceptional quality and distinct flavours.
Kiran Patil from Reveilo
Kiran Patil and her husband transformed their 100-year-old ancestral farm in Nashik into the vineyard of Reveilo Wines.
With state-of-the-art technology from Italy and grapes grown in India since the early 2000s, Reveilo blends art and science to craft wines that are 100% vegan – they are the first winery in India to produce a barrel-fermented Chardonnay. Kiran places a huge focus on building and growing the brand geographically with consistency and persistence.
Kasturi Banerjee from Maka Zai Rum
From banker to bartender, Kasturi Banerjee is the founder of Stilldistilling Spirits, the company that produces Maka Zai rum. Banerjee was a banker for almost 18 years before taking a bartending course and starting Stilldistilling Spirits in 2020.
Maka Zai is a homegrown white rum made with sugarcane harvested from the banks of the Panchganga River in Maharashtra, and a gold rum with cane spirit from Punjab.
Varna Bhat from Rahasya Vodka
They describe themselves as 'India in a bottle' and are one of the few female-founded spirits brands in the country. Founder Varna Bhat made it her mission to create a truly pan-Indian spirit, offering drinkers a distinctly desi taste without leaning on the typical association with masalas.
What she and the team have landed on with Rahasya is an Indian vodka, made using local ingredients (such as corn and wheat grains from Punjab) and infused with the mysteries of India to deliver world-class flavour.
Husna-Tara from Glenburn Teas
Looked after by Husna-Tara of the Prakash family (who have been involved for four generations), the tea bushes at Glenburn are embraced by the majestic peaks of Mount Kanchenjunga.
Their focus on local employment means that 350 women from 8 local villages are in charge of plucking fresh leaves each day, which are turned into Darjeeling teas that are fragrant and fulfilling.
Muskan Khanna from Tea N Teas
Brought to life by a team of female tea experts spanning three continents, Tea N Teas is based in Coonoor, nestled in the Nilgiri Mountain range. Muskan Khanna is at the helm of this innovative concept.
The all-female enterprise uses real innovation in small-batch production, employing modern Chinese machinery and Muskan’s enterprising nature to create distinctive teas.
Maharaja Drinks offers over 20 high-quality wines, a range of fruity or malty Indian beers and over 25 Indian crafted spirits and non-alcoholic drinks.
The specialist retailer encourages organic certification, sustainable production methods and environmentally aware manufacturing, packaging and transport from its suppliers. All drinks are shipped throughout the UK mainland.
“When we started the Maharaja Drinks journey, we knew from the beginning we wanted to work with suppliers that not only represent our values but are also progressive thinkers and pioneers in Indian craft drinks, so many of these people are women.” said Ipe Jacob, co- founder of Maharaja Drinks.
“The alcoholic and non alcoholic drinks industry has been dominated by men for some time but this is all changing. We believe now is the time for a new wave of global female talent and we are proud to champion these six amazing brands in the UK drinks market”
Magnum Tonic Wine has unveiled a unified label design across the UK this week, with Jamaica closely behind in April, reinforcing its authenticity as a product of Jamaica and ensuring a consistent consumer experience.
While Magnum Tonic Wine has always delivered the same liquid across both markets, the packaging update standardises the brand’s identity, addressing any consumer misconceptions about product differences.
The refreshed label takes inspiration from the original green-label design sold in Jamaica, strengthening the brand’s connection to its heritage. This update sees a new design aimed at making the brand more contemporary and relevant for the dancehall culture.
For the UK it will also introduce a bold new look, helping to improve visibility in-store and standout on shelf.
Produced in Jamaica and recognised for its distinctive cherry flavour and original recipe, the introduction of a unified label further strengthens the brand’s presence in trade, supporting visibility and consumer recognition across markets.
“The differing packaging requirements in the UK and Jamaica have resulted in Magnum Tonic Wine having two distinct labels. This has led to misconceptions about the authenticity of the Magnum sold in the UK, despite the fact that it has always contained the same liquid, with all production taking place in Jamaica,” Pavel Smith, Marketing Manager Jamaica, said.
“We’re excited to unify the visual identity of our product in both markets, eliminating any confusion and reinforcing its authenticity."
Mandeep Singh, who runs the Singh’s Premier store in Sheffield, said: “Magnum is the most important Tonic Wine SKU to me, due to the volume of sales. The different labels were causing confusion among consumers, so I'm looking forward to this change and will be promoting it via my socials, as Magnum has been a massive winner to all our stores.”
Cash and Carry stockists will be notified by their Campari Group UK account managers when their order is being fulfilled with the new label for the first time, with pallets labelled with 'Green (New) Label' throughout March-May 2025.
To ensure a seamless transition for UK retailers and distributors, the new packaging updates will be introduced in phases, with pricing and barcodes remaining consistent:
March 2025 – Harmonised label introduced to the trade
HEINEKEN UK is revamping its acclaimed loyalty programme, Star Retailer, by introducing a new participation and rewards framework for convenience retailers, as well as a redesigned website.
In the UK convenience channel, the beer and cider categories are worth £1.3bn and £372m, respectively , with HEINEKEN UK owning 24.5 per cent of total impulse.
With many of the biggest brands forming a part of HEINEKEN UK’s leading portfolio, Star Retailer aims to help retailers maximise the opportunity by providing category advice tailored to convenience stores, encouraging the development of a profitable and trending beer and cider range and offering rewards which increase based on their level of participation.
The new iteration of the loyalty scheme will provide three reward levels – Star Retailer, Star Plus and Star Platinum.
Retailers will unlock a tiered set of exclusive benefits and cash incentives, up to £100 per bimonthly cycle, starting in April 2025.
By stocking and promoting HEINEKEN UK’s wide range of beer and cider brands – including their no- and low-alcohol alternatives – such as Heineken, Heineken 0.0, Foster’s, Desperados, John Smith’s, Birra Moretti, Cruzcampo, Strongbow, Inch’s Cider and Old Mout, retailers will be able to unlock their desired level, with additional guidance from their Field Sales Executive.
Retailers can claim the rewards either through their wholesaler account, or through newly launched digital vouchers redeemable through PayPoint.
Vouchers accessed via PayPoint will be emailed as a barcode, which participants will be able to scan at any PayPoint unit. Through this, retailers will be able to claim rewards as cash, offering a streamlined solution for redeeming rewards and boosting sales.
The newly reimagined Star Retailer website – www.starretailer.co.uk – not only has a new look and feel, but will also act as a gateway for information for convenience retailers looking to access key resources and support tools to help boost visibility and drive their beer and cider sales.
Operating for over 14 years, HEINEKEN UK’s Star Retailer programme has collaborated with 18,000+ stores, helping retailers drive significant revenue. Boosting category sales by over 13 per cent, on average, stores in the scheme see an additional £11,000 in beer and cider sales each year.
Sarah Romain, National Field Sales Manager – Off Trade, at HEINEKEN UK, comments, "We are thrilled to relaunch our Star Retailer scheme with a fresh approach that reflects the evolving needs of convenience retailers.
"We’ve worked closely with our retailer partners to redesign the programme, ensuring it provides valuable, tailored support to help them grow their beer and cider sales.
“2025 is set to be a huge year for beer and cider in convenience. Retailers have an excellent opportunity to grow sales by stocking up on bestselling and much-loved brands which align with the trends we’re seeing in the market – including the growth of moderation, and consumers’ increased interest in discovering new drinks, with depth.
"The range of products under each tier of the Star Retailer scheme offer just that. Along with new rewards, exclusive benefits, and an easy-to-use website, we’re proud to invest in helping our retail partners demonstrate excellence in beer and cider retailing for this year and beyond.”
Participating stores will need to provide an email address, to share updates, offers, and process rewards. RTM ID will also be required, to transfer rewards funds, and enroll retailers onto the scheme.
The Star Retailer scheme is open to both new and existing HEINEKEN UK customers, with no initial cost to join. Retailers can apply online via www.starretailer.co.uk.
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New Peroni Nastro Azzurro 10-pack format: What shoppers need to know
Lager brand Peroni Nastro Azzurro is aiming to recruit younger and more affluent adult shoppers into the growing can segment by changing the shape of its cans, launching a new 10-pack multipack, and rolling out a new look.
Following feedback, the brand will move its 330ml cans from a slimline format to a "stubby" can, reflecting changing shopper perceptions and preferences associated with premium lager.
The cans will first be available in a new easy-opening 10-pack – designed for fridge storage – which is planned to launch across major multiple retailers, as well as Majestic and Parfetts.
“Historically, cans have been associated with the economy lager segment, but the format is becoming increasingly important to premium lager," said Rob Hobart, Marketing Director at Asahi UK. "For most premium brands such as Peroni Nastro Azzurro there is now a trend towards a more affluent and younger shopper demographic for cans.”
Cans have been growing their share of lager in recent years, reaching a value share of almost 64% in the latest year, up from 59.5% in 2022.
Can sales within premium lager grew in the past year by +10.6 per cent vs 2023, almost double the growth rate in mainstream lager at +5.6 per cent. The number of shoppers purchasing premium lager in can format has also been increasing year after year, with penetration rising from 8.3 per cent in 2021 to 11.5 per cent as of September 2024.
The new 10-pack follows the brand’s 4x440ml can launch in 2023. Last year, Peroni Nastro Azzurro 4x440ml was the fastest-growing premium can SKU within convenience and has added the most value sales to this pack-size out of any premium can brand.
Peroni Nastro Azzurro is also benefiting from a new redesign for its outer packaging, rolling out across the wider range. The new design sees the brand’s key asset – the blue ribbon – sweep across each side of multipacks, designed in a way to create an ‘endless ribbon’ when packs are together on shelf.
The main logo – the Amaretti – has been refreshed to drive standout, but without losing any premium detailing.
The new design was developed by Bristol-based agency Outlaw, which tested two concepts in market before combining the learnings from both for the final version. In tests, the concepts saw the percentage of people who agreed that Peroni Nastro Azzurro "is a premium beer" increase by +19 per cent and those who agreed it is "worth paying more for’" increase by +12 per cent.
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Yellow Tail’s refreshed packaging makes wine shopping easier
Yellow Tail has shared its plans for continued growth in the UK market.
With the revitalisation of its iconic packaging and a dynamic marketing communications campaign launch, [yellow tail] is embarking on a fresh chapter that honours its legacy while engaging a new generation of wine enthusiasts.
“We’re thrilled to see Yellow Tail grow to become the UK’s number-one wine brand in value, and 2025 is shaping up to be another exciting year,” said Simon Lawson, Managing Director at Casella Family Brands Europe Ltd. “Our goal is to continue connecting with consumers, ensuring that Yellow Tail remains a trusted and easy choice for wine lovers everywhere.”
When [yellow tail] wine burst onto the scene in 2001, its revolutionary packaging broke away from the traditional, often serious wine branding of the time, making wine more fun, accessible, and inclusive. Its vibrant label and iconic ‘Roo’ logo instantly stood out, symbolising a relaxed, enjoyable wine culture. The refreshed packaging highlights the brand’s playful and optimistic personality, better reflects the wine’s quality, and makes it even easier to find, enjoy, and love.
Key features of the new packaging
Modern and Consumer-Focused: A sleek, contemporary design that appeals to all demographics.
Easier to Shop: Bold packaging stands out on shelves, simplifying choice when navigating the complex wine category.
Clear & Informative: Enhanced graphics and labelling help consumers quickly identify varietals and flavours.
Refined Quality Cues: Premium details elevate the brand, making it a perfect choice for any occasion.
Revitalised Roo: A dynamic new Roo design embodies [yellow tail]’s lively, energetic, and positive brand personality.
During the transition period, a combination of old and new packaging may be available. The full [yellow tail] range will transition in all global markets by the end of 2025. Customers and consumers can rest assured that the wine inside is consistent and of the same quality regardless of whether it is bottled in the current or new packaging.
New 360̊ marketing campaign coming soon
As part of this strategic investment, [yellow tail] will unveil an engaging 360 marketing campaign launching nationwide in May 2025. The campaign will celebrate the simple moments in life that bring joy and happiness and the role [yellow tail] plays in facilitating them. With relatable storytelling, and a fresh take on the brand’s message, to make the most of the every day, the campaign seeks to deepen the emotional connection with its audience. It will feature a suite of creative executions and roll out across TV, digital, and social channels, along with impactful in-store activations.
“As we continue to invest in growing the brand and maintaining its number one spot, our refreshed packaging and exciting new campaign will strengthen our connection with consumers, making the brand more vibrant, engaging, and accessible than ever,” added Lawson
Molson Coors Beverage Company is launching Madrí Excepcional 0.0%, a zero-alcohol version of its popular Spanish style lager as consumer demand for no- and low-alcohol world beer continues to grow.
The alcohol-free lager, created in partnership with La Sagra brewery in Spain, will hit supermarket and convenience shelves across the UK from March 2025, with listings already secured, including Waitrose.
The number of drinkers choosing to moderate has also increased dramatically, up by 2.2m between 2016 and 2023, with more than half (53 per cent) of 18–34-year-olds, and 59 per cent of Britain’s total adult population now trying to drink less alcohol. Some 64 per cent of these no- and low-alcohol drinkers do so during at-home occasions.
Sophie Mitchell, Marketing Controller at Madrí Excepcional, said, “Consumers increasingly expect to see a no- and low-alcohol versions of their favourite beers. With Madri Excepcional fast becoming the flagship brand in the world beer category, launching 0.0% is a natural evolution for us.
“It means consumers can stick with one of their favourite beers, even when looking to moderate, and enables retailers to better cater for a growing no- and low-alcohol market, while still tapping into the popularity of the Madri Excepcional brand.”
Madrí Excepcional is now the no.5 world beer brand, and the 6th fastest growing of the top 20 lagers in the GB off trade], worth over £123m in retail and growing sales by 9.3% over the last year].
The 0.0% version, which will launch in 4x330ml glass bottle multipacks, is created using cutting edge technology to remove alcohol which retains the refreshing flavour drinkers expect from Madrí Excepcional.
Simon Smith, Head of R&D and Innovation at Molson Coors Beverage Company, said: “Madri Excepcional 0.0% is brewed using cutting edge technology which is proven to retain the best flavour and quality, resulting in the same well-rounded taste profile as Madrí Excepcional, and a crisp, clean and refreshing beer full of flavour and aroma.”
In consumer testing, Madrí Excepcional 0.0% was preferred to other zero-alcohol world beers for taste, appearance, aftertaste and mouthfeel.
The rollout will be backed by a multi-million-pound marketing campaign, including advertising, PR, paid social, and a programme of influencer activity. Madrí Excepcional and its alcohol-free variant will both appear in a brand-new TV ad later this year.
Madrí Excepcional will be unveiling a new experience on its Conectada platform to support the launch of Madrí Excepcional 0.0% in April 2025.