Maharaja Drinks brings indigenous Indian spirits to UK
Indian retailer Maharaja Drinks has launched a new heritage spirits category in the UK, which features three Feni expressions and a new Indian Mahua spirit.
The Heritage Spirits Collection features a Cashew Feni and Coconut Feni from Goenchi Feni; a spiced Feni from Goa Heritage Distillery called Ouro De Goa; and DesmondJi Mahua Spirit from DesmondJi, the producer of Indian agave spirit, Ayam.
Goenchi Feni is a sustainable, family-run brand from Goa, which was founded by siblings Yash and Tulika Sawardekar.
Their Coconut Feni and Cashew Feni are double-distilled in small batches using traditional 100% copper pot stills, following a closely guarded family recipe that uses a single natural ingredient: either cashew apple or coconut palm sap. Both are presented at 40% ABV.
Goa Heritage Distillery is a third-generation family business run by Ashok Malkarnekar and is located on a biodiverse farm in Goa that is rich with ginger, turmeric, tulsi, cardamom, cashew, and coconut trees.
The distillery produces Ouro De Goa, a premium spiced cashew Feni ideal for the festive season. To craft the expression, sun-ripened cashew fruits are carefully selected for quality, with seeds removed before the apples are crushed to extract the juice. The juice undergoes natural wild fermentation with ambient yeasts, giving the spirit its distinctive aroma.
Each batch is hand-distilled in traditional copper pot stills and matured for at least six months before bottling. It is bottled at 42.8% ABV.
Finally, DesmondJi Mahua is described as a tribute to India’s heartland and a national treasure of India that has been hidden in plain sight.
Desmond Nazareth, founder of DesmondJi Mahua, explained: “It has an exquisite taste and is the world’s only flower-based spirit. For hundreds of years, tens of millions of indigenous Indians in the central Indian forest belt have made versions of Mahua. Mahua was pushed into the shadows for mercenary and puritanical reasons. The movement to free Mahua from its chains has begun and I hope Mahua will be anointed as the national heritage spirit of India.”
Rooted in centuries of tribal lore and tradition, the Mahua tree is sacred to India’s original tribes and is often referred to as the ‘tree of life’.
Produced at India’s only agave distillery in Andhra Pradesh, this once-banned spirit is crafted by collecting the naturally sweet flowers of the Mahua tree, then drying, fermenting, and distilling them in artisanal pot stills. The spirit has an ABV of 40%.
Annabel Jamieson, CEO of Maharaja Drinks, said: “India is home to an extraordinary range of heritage spirits, each rooted in centuries of craftsmanship and storytelling.
“Today, there’s a growing appetite among consumers and bartenders to explore these authentic native flavours. That’s why the time feels right to introduce four exceptional expressions to the UK for the first time. Feni remains a rare and distinctive presence here, and Mahua is an exciting new discovery, a vibrant, characterful spirit just beginning to make its mark.”
Yash Sawardekar, co-founder of Goenchi Feni, said: “Feni carries a long and proud heritage from Goa, passed down through generations as a true expression of our land and culture. Despite this richness, it has often been overlooked on the global stage. By opening international markets like the UK, we aim to change that and reintroduce Feni as a spirit worthy of recognition.
“We believe Maharaja Drinks is the perfect partner on this journey. Their thoughtful and thorough approach to curating India’s finest ensures UK consumers receive authentic Indian spirits conveniently. Through this partnership, we’re excited to see Feni and India shine on a global platform.”
Malkarnekar, partner at Goa Heritage Distillery and founder of Ouro De Goa Spiced Cashew Feni, noted that “Cashew Feni is a world-class beverage, which is yet to find its place on global beverage maps. While it’s great as a sipping drink, mixologists and chefs are also discovering the versatility of the spirit.”
He added: “The UK market has a significant Indian diaspora which already has a liking for Cashew Feni. We feel Maharaja Drinks with their focused approach are an ideal partner to make our Feni available to the Indian diaspora in the UK as well as to introduce it to new audiences. We would particularly expect the diaspora to become proud brand ambassadors of their very own heritage spirits like Feni.”
This new chapter for Maharaja Drinks coincides with the expansion of its Exotica range, which includes India’s first homegrown vermouth, Davana Vermouth.
The brand boasts two expressions, Davana Rosso – a red vermouth with aromas of wormwood and rich red berries – and Davana Blanco, a white vermouth made with 21 botanicals.
Alongside this is Quro, India’s first homegrown liqueur, made with a carefully curated blend of 36 indigenous ingredients, including florals, spices, fruits, and botanicals.
The spirits are now available to purchase from www.maharajadrinks.com.
Last year Feni was tipped to be the next Tequila.
Related news
Top 10 biggest-selling Indian whisky Brand Champions
