Raising The Bar With Indigenous Indian Spirits

A quiet revolution is taking place in India’s alcohol landscape. Once relegated to the margins, indigenous liquors like Feni and Mahua are now making their way into premium bars, global exhibitions, and even international cocktail menus. As consumer preferences shift toward authenticity and cultural storytelling, these heritage spirits are enjoying a much-deserved resurgence as they inch beyond the country liquor adage.

“While Indian single malts have broken through globally, heritage liquors are still in their early days. That said, there’s growing international curiosity, and some brands are even starting to export,” states Nitin Tewari, bar and beverage consultant and founder of BarTrender, BarKala, and 30Sixty. While we are seeing a wave of Indian brands launching across categories—from liqueurs and vermouths to heritage spirits—this momentum is only going to grow. Consumers are more curious and open than ever before, and bartenders are becoming strong advocates for local ingredients and spirits. 

India’s indigenous liquors are not just beverages—they’re vessels of history, culture, and craftsmanship. “These traditional spirits, deeply woven into India’s cultural fabric, are crafted by artisans using time-honoured methods, often for subsistence or local consumption,” notes Hansel Vaz, Founder of Cazulo Premium Feni.

Even though feni and mahua are the more prominent ones, there are more indigenous drinks that have been part of traditions and culture of millions of people for hundreds of years and have continued ever since, such as varieties of toddy and the liqueurs of Rajasthan, shares Vikram Achanta, Founder and CEO Tulleeho, drinks training and consulting firm and co-Founder 30BestBars India and India Bartender Week.

Decoding Indigenous And Heritage Liquors

For a spirit to be officially considered heritage, it must meet specific Geographical Indication (GI) standards. “All feni does not become heritage liquor unless it meets the GI status,” explains Vaz. As of now, only Cashew Feni holds this title, though coconut feni is close behind. Vaz, whose family has been in feni production for generations, is leading a quality revolution. He is one of the few passionate distillers and entrepreneurs who are reintroducing these spirits in more refined formats, appealing to new-age consumers.

But there’s a lot of work beyond distilling: heritage spirits in Goa are protected by a Geographical Indication (GI) status, validating authenticity and tying them to a specific region. “In May 2025, Cazcar Distillers, a respected Goan family with deep roots in feni production, launched India’s first official GI-certified brand, Ozzo Heritage Cashew Feni. This brand ensures complete traceability from fruit to bottle, setting a new standard for authenticity and quality,” he explains. 

Spirits like Mahua, regionally also known as Mahura, Mohua, Mhowra, Mahuda, or Madhuca, were labelled as country liquor during British rule — a term that cast them as inferior to imported whisky and gin. “To add to this, from the consumers’ perspective, over time these were not considered aspirational, and that became another shackle for these spirits,” shares Achanta.

Rupi Chinoy, Director of South Seas Distilleries, makers of Six Brothers Mahura, explains further, “To promote imported spirits, the colonial rulers labelled Indian indigenous spirits like Mahura as country liquor and categorised other spirits as Indian Made Foreign Liquors (IMFL), pushing Indian spirits into obscurity by bringing in regulations to restrict them.” But things are changing. Brands like Six Brothers Mahura are transforming this narrative by reintroducing mahua as a premium, clean spirit. “Six Brothers Mahura is double-distilled in India’s oldest and largest copper pot stills, and then platinum-filtered to give it a crisp finish. The result is a spirit that is sophisticated, modern, and completely unique,” Chinoy adds.

As mentioned above, the heritage liquor renaissance is not limited to Goa or tribal belts. In Rajasthan, Maharani Mahansar, produced by Shekhawati Heritage Herbal, is reviving royal recipes from the 18th century. Based in Sardarshahar, 60 km from Mahansar, the distillery uses natural ingredients like fennel, rose petals, cardamom, and orange to create liqueurs that reflect the region’s regal heritage. “The demand of the hour is to facelift these lost recipes in such a way that it appeals to the youth of the country so that they can embrace it,” says Surendra Pratap Singh, Managing Director of Shekhawati Heritage Herbal.

Their efforts have not gone unnoticed — Maharani Mahansar Royal Rose Palace Edition recently won a silver medal for packaging and design at the prestigious A’ Design Awards in Italy. The luxurious Rambagh Palace, Jaipur, also offers rose liqueur as a welcome drink and crafts cocktails like the Jaipur Martini infused with it.

Mixology Meets Tradition

The new wave of Indian bartenders is further elevating these spirits by incorporating them into inventive cocktail programs. One recent standout example is Minakshi Singh, CEO and co-founder of Sidecar, an internationally acclaimed bar in Delhi, who showcased Dukshiri Daiquiri—a refined twist on the classic using Dukshiri Feni from Cazulo—at the Tales of the Cocktail festival in New Orleans that attracts global cocktail enthusiasts and industry professionals.

In India, Mahua is being used creatively in bars across cities. “Because Mahura has such a clean yet earthy profile, it is incredibly adaptable,” says Chinoy. “Bartenders are using it in a wide range of cocktails, from Negronis to Picantes, but it also works very well neat and over ice. And what’s even more special is that it invites storytelling. Every drink becomes a way to talk about Indian ingredients and our heritage.” According to Tewari, the landscape is dynamic and filled with opportunity: “In regions where they’re available, bartenders are getting creative. Goa’s feni-based cocktails have become a staple at several bars, and mahua is increasingly showing up in menus across the country.”

Carving The Way Forward

As more Indian drinkers embrace local ingredients and global audiences take note, indigenous liquors may finally get their due. But before targeting international markets, the goal should be for these spirits to conquer the Indian alco-bev space. “I believe that indigenous spirits need to first walk before they can fly,” says Achanta. He explains that tequila and sake were widely consumed in their home countries before they became international phenomena. So the goal should be for these spirits to gain popularity with the Indian consumer beyond the region of their origin. This can be a challenging process as category creation is a capital-intensive task — from standardising procedures to creating awareness and educating bartenders so that it becomes a delicious liquid on the lips of consumers.

But domestic and international growth can go hand-in-hand. More than just drinks, these are stories of identity, resilience, and revival — poured into every glass. Vaz suggests that Indian embassies and government bodies could play a pivotal role. “They can champion these spirits at diplomatic events, showcasing their cultural and culinary significance.” He also points to the recent Free Trade Agreement with the UK, which allows GI-tagged Feni duty-free access — a major step toward global recognition. Tewari agrees, adding, “The key will be continuing to build awareness and ensuring consistent quality and storytelling.”

So, even if India’s traditionally made liquors were pushed into the sidelines, primarily due to colonialism and its aftermath, hats off to the torchbearers who are now shining the light on these incredible spirits. Here’s hoping that their tribe grows and drinks like feni, mahua, and toddy find the appreciation and recognition that they deserve.