Traditional Indian spirits Mahua and Goan Feni have entered the UK market this week, as demand for heritage and craft beverages grows.The launch is led by UK-based retailer Maharaja Drinks, which has introduced a new range featuring three feni variants and one Mahua spirit.Feni, a Goan spirit made from cashew apple or coconut palm juice, is represented through the offerings of Goenchi Feni and Goa Heritage Distillery, which also includes a spicy version, Oro de Goa. Products are made using small-batch distillation methods and natural ingredients.Mahua, a flower-based spirit traditionally associated with tribal communities in central India, is being introduced in Andhra Pradesh through a version produced by Desmondji.“India is home to spirits with extraordinary heritage, each rooted in centuries of craftsmanship and storytelling,” Maharaja Drinks CEO Annabel Jamieson was quoted as saying by news agency PTI. He said there is a growing interest in authentic country flavors among UK consumers.The producers said the move was aimed at attracting Indian expatriates to the UK as well as bringing the sentiment of Indian heritage to a wider audience. Yash Savardekar, co-founder of Goenchi Feni, said the expansion will help establish Feni as a globally recognized spirit.Desmond Nazareth, founder of Desmondji Mahua, described the drink as a long-overlooked product with deep cultural roots. “Mahua is a national treasure of India which has clearly been hidden,” he said as quoted by PTI.Maharaja Drinks said the launch coincides with the expansion of its wider portfolio in the UK, which includes Indian vermouth and liquors made from botanicals, spices and fruits.The company, founded by Ipay and Adam Jacob, has been focusing on curated Indian wines, beers and spirits in the UK for the past two years.The move reflects a broader trend of increasing global interest in traditional and craft spirits.
