-KH News Desk (editorial1@imaws.org)
Ochre Spirits, a fast-growing artisanal spirits startup based in Goa, has announced its strategic entry into Maharashtra, one of India’s most influential and high-consumption alcohol markets. This expansion is set to be a major growth engine for the brand, with the state expected to contribute over 25% to its consolidated revenue within the next three years.
Strategic Market Entry & Distribution
Following its success in Goa and Pondicherry, Ochre Spirits is deploying its craft portfolio across key urban hubs including Mumbai, Pune, Nagpur, and Aurangabad.
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Market Valuation: Maharashtra represents a ₹23,250 crore excise market, where premiumisation is rapidly accelerating.
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Distribution Partner: The rollout is managed by Drunken Monkey Beverages Pvt. Ltd., led by Directors Amit Vasandani and Sunny Asrani, known for their expertise in premium spirits distribution.
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Target Reach: The brand aims to establish presence in 700–800 premium outlets and targets cumulative sales of 35,000–40,000 cases across its categories.
Acclaimed Craft Portfolio
Ochre Spirits is known for its focus on modern Indian distilling and unique flavor profiles designed for millennial and Gen Z consumers:
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Nutty Berry Rum: Warm nutty notes with a rich berry finish.
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Mango Citron Rum: A refreshing balance of raw mango and zesty citrus.
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Peach & Cherry Vodka: Vibrant fruit character with aromatic finesse.
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Saffron Vodka: A luxurious pour with a signature golden hue and silky texture.
Future Roadmap
The company, which recently raised seed funding led by ah! Ventures, plans to evolve into a multi-category craft house. Upcoming launches include:
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An Agave spirits line to tap into the premium tequila/agave trend.
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A modern Indian gin for urban consumers.
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A premium whisky portfolio targeting India’s largest spirits category.
John Royerr, Founder, Ochre Spirits: “Maharashtra is a state of incredible diversity, ambition, and taste. From Mumbai’s cosmopolitan energy to Pune’s vibrant youth, entering this market is both an emotional and strategic milestone for us.”
Sunny Asrani, Director, Drunken Monkey Beverages: “Ochre has all the markers of a strong modern spirits house with clarity of vision and a portfolio built for scale. We believe it is well-positioned to become one of the most influential new-age brands in Maharashtra’s premium segment.”
