Guan Fini/Photo: TOI file
Traditional Indian spirits Mahua and Goan Fini entered the UK market this week, with growing demand for heritage and artisan drinks.The launch was led by UK-based retailer Maharaja Drinks, which introduced a new range comprising three Feni variants and one Mahua drink.Feni, a Goan spirit made from cashew apple or coconut palm sap, is represented by offerings from Goenchi Feni and Goa Heritage Distillery, including the spiced variety, OURO De Goa. The products are manufactured using small batch distillation methods and natural ingredients.Mahua, a flower-based spirit traditionally associated with tribal communities in central India, is offered through a variant produced by Desmondji in Andhra Pradesh.“India is home to an extraordinary range of heritage beverages, each rooted in centuries of craftsmanship and storytelling,” said Annabelle Jamieson, CEO of Maharaja Beverages, as quoted by news agency PTI, adding that interest in authentic local flavors is growing among UK consumers.The move is aimed at bringing the spirit of Indian heritage to a wider audience while also attracting the Indian diaspora in the UK, the producers said.
The expansion will help reposition Feni as a globally recognized spirit, said Yash Sawardekar, co-founder of Goenchi Feni.Desmond Nazareth, founder of DesmondJi Mahua, described the drink as a long-ignored product with deep cultural roots. “Mahua is a national treasure of India that has been hidden in plain sight,” he said, according to PTI.Maharaja Beverages said the launch coincides with the expansion of its wider portfolio in the UK, including Indian wines and liqueurs made from plants, spices and fruits.The company, founded by Ibe and Adam Jacob, has been operating in the UK for the past two years, focusing on curated Indian wines, beers and spirits.The move reflects a broader trend of growing global interest in traditional and craft spirits.