Skip to content
Search
AI Powered
Latest Stories

Indian heritage spirit Mahura, banned under the British, set for UK launch

 Six Brothers Indian heritage spirit Mahura, set for UK launch

Six Brothers Small Batch Mahura

A centuries-old Indian spirit, banned during British colonial rule, is poised to make a dramatic entrance onto the UK drinks market.

Six Brothers Mahura, distilled from the culturally significant Mahura flower (Madhuca Longifolia), will launch in the UK in 2025, marking the first time this unique spirit has been sold outside of India. This launch follows the unveiling of a limited-edition ultra-premium release, the Six Brothers 1922 Resurrection Mahura, of which only 102 bottles are available.


Also known as Mahua, Mahuva, Mahuda or Mhowra, the Mahura tree is native to the forests of western and central India. Its flower has long been cherished by indigenous tribal communities and royalty alike, but its distillation was suppressed during colonial times to protect European spirit imports. Now, South Seas Distilleries, one of India’s oldest malt distilleries, is reviving this forgotten heritage with two Mahura expressions.

Six Brothers Small Batch Mahura, the spirit launching in the UK, is a premium spirit, double-distilled in copper pot stills and platinum filtered. Its complex and aromatic profile offers sweet, earthy notes of dried fruits, pepper, and ginger, followed by a clean, spicy finish with lingering raisin. The spirit is expected to be versatile, lending itself to a range of sophisticated cocktails.

To celebrate the UK launch and introduce Mahura to the market, South Seas Distilleries has launched the Six Brothers Mahura Masters cocktail competition. Set to take place in March at the prestigious Scarfes Bar at the Rosewood London, the competition invites top bartenders to create innovative cocktails using Mahura.

Andy Loudon, Director of Bars at Scarfes Bar, said the venue was the perfect setting for the launch of a new spirit category.

“With a legacy of redefining cocktail culture through creativity and narrative driven storytelling, Scarfes Bar naturally aligns with the symbolism of the Mahura flower: rare, vibrant, and full of possibility,” Loudon commented.

“The venue’s history of hosting world-class competitions and championing forward-thinking bartending makes it a fitting stage to unveil a spirit that, like the Mahura, signifies growth, transformation, and a bold new chapter in the world of cocktails.”

Drinks critic Douglas Blyde, a judge for the competition, added: “The competition provides an opportunity to introduce this groundbreaking spirit to the UK market, engaging the capital’s best talent in the process. Bartenders will have the unique chance to shape the way Mahura as a category is received in the UK, and to push the boundaries of what this versatile spirit can do in cocktails.”

The competition will see two winners being rewarded with a luxury trip to India to learn about the spirit’s cultural and distilling heritage, timed to coincide with the Mahura tree’s blooming season.

More for you

Magnum Tonic Wine standardises labels for UK and Jamaica

Magnum Tonic Wine updates its packaging with a unified label design for the UK and Jamaica

Magnum Tonic Wine standardises labels for UK and Jamaica

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.

Keep ReadingShow less
Six Indian women breaking boundaries in UK drinks market

Six Indian women breaking boundaries in UK drinks market

Maharaja Drinks

Maharaja Drinks celebrates six Indian women breaking boundaries in UK drinks market

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.

Keep ReadingShow less
HEINEKEN UK launches a revamped Star Retailer Programme with new rewards and website for convenience retailers.

HEINEKEN UK revamps loyalty scheme

HEINEKEN UK

HEINEKEN UK revamps loyalty scheme with 'fresh approach' for convenience retailers

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.

Keep ReadingShow less
Peroni Nastro Azzurro introduces stubby cans for premium beer lovers

New Peroni Nastro Azzurro 10-pack format: What shoppers need to know

Peroni Nastro Azzurro refreshes pack designs and cans

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.

Keep ReadingShow less
Yellow Tail’s new packaging and marketing campaign for UK growth

Yellow Tail’s refreshed packaging makes wine shopping easier

Yellow Tail Australian wine brand announces vision for 2025

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.

Keep ReadingShow less