New premium Indian drinks emporium Maharaja Drinks has been launched in the UK on Wednesday (25), with a promise of bringing some of India's finest alcoholic blends and teas.
Maharaja Drinks is inviting British consumers to experience the dynamic Indian drinks scene like never before. The team has traversed India to handpick the very best in wines, beers, spirits, teas, coffees and soft drinks - all authentically and ethically produced for the consumer to buy online and try at home.
India is already the third largest market for alcoholic beverages globally and annual domestic growth has been steadily driving fresh concepts, innovation and progressive new exports over the last five years.
Maharaja Drinks' delectable pours are made up of everything from high-quality wines spanning rich reds to zingy whites to a special selection of fancies like blended tropical fruit wines and delicious Kombucha, as well as Indian-made beers and spirits including whisky, rum, gin and vodka.
Maharaja Drinks also offer the finest of Indian teas from earthy green teas to floral infused black tea, as well as coffees grown in Chikmagalur, Karnataka and roasted in Bangalore.
Additionally, Maharaja Drinks is launching in the UK with a number of UK-firsts in its range including Borécha, India's first bespoke non-alcoholic functional beverages brand to Maka Di, craft beer from Goa.
In addition, there is introduction of teas from producers Kolony, Tea n Teas and Wah Tea, vodka from Rahasya and NV, and Blue Tokai coffees to the UK for the first time, along with a wide variety of wines from Reveilo, Good Earth and fruit wines from Rhythm Winery.
The specialist retailer encourages organic certification, sustainable production methods and environmentally aware manufacturing, packaging and transport from its suppliers.
Ipe Jacob, co- founder of Maharaja Drinks, said, “Our mission is to shake up what UK drinks enthusiasts' understanding of both India and its rich array of crafted drinks. We know that ongoing premiumisation, rapidly rising quality standards, improvements to the regulatory frameworks and reduced tax burdens on alcohol businesses in India have all driven a rise in entrepreneurship and startups in the Indian domestic market, opening up doors for this new dynamic wave of disruptors in the UK beverage market.
“We know we have a ready-made audience of UK born Indians who we will appeal to, but with new products and high-quality premium drinks including healthy drinks and lower alcohol, we think we will capture a broader Gen Z and Millennial drinks consumer, who have been demonstrating their spirit of exploration and adventure for some time now."
Acclaimed Indian chef Cyrus Todiwala of London’s Cafe Spice Namaste said, “Finally, a whole range of amazing Indian products are available in the UK. Maharaja Drinks has curated its impressive range with deep knowledge, real care and to such exacting standards that I genuinely feel they are offering the very best available.”
Kiran Patil of Reveilo Wines said, “The second coming of elevated Indian Cuisine in the UK market has led to the realisation that there is an immense business potential for Indian wine in the food and beverage sector in the UK. The number of Indian restaurants is on the rise, and this in turn, further fuels the need for Indian wines. We hope that the alliance with Maharaja Drinks will enable us to meet the demand of this ever-increasing segment.”
Muskan Khanna of Tea n Teas said: “When people think of Indian teas they almost always think of Darjeeling or perhaps Assam. Tea n Teas is trying to let the international markets know that good teas can come from other regions in India as well. And to showcase that using Assamica leaf, we can produce teas that are on a par with the highest quality anywhere.”
Heemanshu Ashar of Paul John Distilleries (Paul John Whisky and Malhar Craft Gin) said: “We have been privileged to be part of the journey with Maharaja Drinks from its conception to the launch and onwards. The Maharaja team has such a clear idea of how they vision the UK marketplace rolling out and we are excited to be part of the adventure early on.”
