Beverage Insights India

Why one of the beverage industry's most powerful marketing terms remains legally undefined—and why transparency may matter more than terminology.
Walk into almost any bottle shop or cocktail bar today and one word appears with remarkable frequency: Craft.  Craft beer. Craft gin. Craft rum. Craft whisky. Craft vodka.
Over the last two decades, "craft" has evolved from describing a small movement of independent producers into one of the alcohol industry's most valuable marketing terms. Consumers often associate it with quality, authenticity, innovation and local production. Yet despite its widespread use, there is one surprising reality.
There is no internationally recognised legal definition of "craft" beer or "craft" spirits.
While many countries regulate what may be called Scotch Whisky, Cognac, Champagne or Tequila, the word "craft" largely exists outside legislation. Instead, it is shaped by industry practice, consumer perception and marketing.
The United States: An Industry Standard, Not Federal Law
The United States is often regarded as the birthplace of the modern craft beer movement.
However, the Alcohol and Tobacco Tax and Trade Bureau (TTB)—the federal agency responsible for regulating alcohol production and labelling—does not define what constitutes a craft brewery or craft distillery. Instead, the industry's most widely accepted benchmark comes from the Brewers Association, an independent trade organisation.
According to its voluntary definition, a craft brewer should be:

• Produce 6 million barrels of beer or less annually
• Be less than 25% owned or controlled by a non-craft beverage alcohol company
• Hold a federal brewer's permit and produce beer as its primary business

These criteria have become influential worldwide, but they remain industry guidelines rather than legislation.
The United Kingdom: Independence Over "Craft"
The United Kingdom takes a different approach. British alcohol legislation defines products for taxation and duty purposes but does not legally recognise the word "craft."  Instead, the UK's Small Producer Relief provides reduced excise duty for qualifying smaller producers, regardless of whether they market themselves as craft. Interestingly, the industry itself has begun moving away from the term. The Society of Independent Brewers and Associates (SIBA) introduced the Indie Beer certification mark to help consumers identify genuinely independent breweries. The initiative reflects growing concern that acquisitions by multinational companies have blurred the meaning of "craft" in consumers' minds.
Europe: Supporting Small Producers, Not Defining Craft
Across the European Union, excise legislation allows Member States to provide tax relief to small independent breweries. However, these provisions exist for fiscal purposes rather than marketing.
There is still no harmonised EU definition of craft beer or craft spirits, and producers remain free to use the term provided they comply with general consumer protection and labelling laws.
Around the World, Consumers Associate With Almost the Same Thing
Although legislation varies, consumers across different markets tend to associate "craft" with remarkably similar characteristics. They expect products that are:

• Produced on a relatively small scale
• Independently owned
• Made using high-quality ingredients
• Rooted in local identity
• Created with greater involvement from the brewer or distiller
• Innovative rather than mass-produced

These expectations have become part of the craft movement's identity—even though none of them is universally required by law.
When Success Creates Confusion
As craft beverages gained popularity, many successful independent producers attracted investment or were acquired by global beverage companies. Brands that had built their reputation on independence suddenly became part of multinational portfolios. This sparked one of the industry's longest-running debates.Can a  beer or spirit still be considered craft if it is owned by a multinational company? There is no universally accepted answer. Some believe ownership defines craft. Others argue that craftsmanship depends entirely on production methods, ingredients and quality. Because no legal framework exists, both viewpoints continue to coexist.
Beer and Spirits Face Different Challenges
​The craft beer movement was driven largely by brewing innovation. Independent breweries introduced styles such as New England IPAs, barrel-aged stouts, sour beers, saisons, wheat beers and mixed-fermentation ales, encouraging consumers to explore flavours beyond mainstream lagers. The spirits industry presents a different challenge. One distillery may ferment its own grain, distil, mature and bottle every drop on-site—a true "grain-to-glass" operation. Another may purchase neutral spirit, redistil or infuse it with botanicals before bottling it under a premium brand. Both products may be marketed as craft. For consumers standing in front of a retail shelf, the difference is rarely obvious.
Global Examples of Craft in Practice
Around the world, respected producers demonstrate that craftsmanship is often defined by philosophy rather than production volume. Breweries such as Sierra Nevada and Stone Brewing helped shape the modern craft beer movement through innovation and distinctive beer styles.
In spirits, distilleries such as Four Pillars (Australia), Monkey 47 (Germany), Kyrö Distillery (Finland), Cotswolds Distillery (England) and Westland Distillery (United States) have built their reputations through local ingredients, production transparency and regional identity rather than scale alone. These producers differ greatly in size and ownership, yet each has contributed to consumers' understanding of what craftsmanship can represent.
​What About India?
India's premium beverage industry has entered an exciting phase. Craft breweries, Indian single malts, premium gins, artisanal rums and agave spirits are introducing consumers to new flavours and production philosophies. Brands including Stranger & Sons, Hapusa, Segredo Aldeia, Maka Zai, Mohulo and several emerging craft breweries have demonstrated how local botanicals, regional ingredients and authentic storytelling can create distinctly Indian products. Yet, like most global markets, India has no legal definition of craft beer or craft spirits. As the category grows, the opportunity is not merely to use the word "craft"—but to build trust through greater openness
.Perhaps Transparency Matters More Than Terminology
Rather than debating who deserves the word "craft," perhaps the industry should focus on giving consumers more information.
Imagine if bottles voluntarily disclosed:

• Annual production volume
• Independent or corporate ownership
• Whether fermentation and distillation occur on-site
• Origin of the base alcohol
• Batch size
• Production method
• Key ingredients

Consumers could then decide for themselves what craftsmanship means. Such transparency would do more to build trust than any marketing slogan.
The Happy High's Take
Perhaps the industry has been asking the wrong question. Instead of asking, "What is craft?", we should be asking, "What does the consumer deserve to know before buying this bottle?"
Craftsmanship cannot be reduced to rustic labels, vintage fonts or clever storytelling. Nor can it be measured solely by production volume or ownership. The producers most deserving of recognition are often those who are willing to be transparent about how their products are made, where their ingredients come from and who stands behind the brand. Perhaps the future of craft does not lie in creating another definition. Perhaps it lies in creating a culture of transparency.
Because when consumers know who made a beverage, where it was produced, how it was made and who owns it, they no longer need to rely on a single word printed on the label to judge its authenticity.

Karnataka's Distillery Tourism Policy Could Spark India's Micro-Distillery Revolution. 
For decades, India's excise policies have largely revolved around taxation, licensing and regulation. Tourism has rarely been viewed as part of the alcohol industry's growth story.
Karnataka's latest excise reforms may be about to change that. As part of a broader package of reforms aimed at modernising the state's liquor industry—including pricing reforms, digital licensing, longer operating hours for breweries and distilleries, and streamlined approvals—the Karnataka government has opened the door to distillery tourism by allowing licensed distilleries to establish Distillery Factory Outlets. Under the framework, visitors will be able to take guided tours of distilleries, participate in regulated tastings with samples capped at 30 ml, and purchase sealed bottles of 375 ml or larger through the Karnataka State Beverages Corporation Limited (KSBCL) supply mechanism. The rules also prescribe licensing requirements and infrastructure standards for these outlets. At first glance, this appears to be a tourism initiative. In reality, it could become the catalyst for India's next generation of micro-distilleries.
Tourism Is a Business Model
Across Scotland, Kentucky, Ireland,  and Australia, many successful craft distilleries do not depend solely on distribution. Their business model combines production with tourism. Visitors pay for guided tours, curated tastings, exclusive distillery releases, merchandise, cafés and educational experiences. The result is a stronger connection with the brand and a revenue stream that extends well beyond bottle sales.  For small producers with limited marketing budgets, tourism is often the difference between surviving and thriving.
Goa Has Already Demonstrated the Potential
If one Indian state has shown how tourism and spirits can complement each other, it is Goa.
Progressive excise policies, a tourism-driven economy and comparatively accessible licensing have helped create one of India's most vibrant craft spirits ecosystems. Boutique producers have flourished alongside established brands, making Goa a destination not just for beaches but also for premium spirits. One of the best examples is Cazulo Feni, where visitors can explore orchards, learn about traditional cashew and coconut feni production, interact with producers and experience a spirit deeply rooted in Goan heritage. Goa is also home to Paul John Whisky, whose purpose-built visitor centre has set one of the highest benchmarks for whisky tourism in India. Guided tours through the distillery, maturation warehouses and tasting rooms demonstrate that Indian spirits can deliver world-class visitor experiences comparable to many international distilleries. These examples prove that consumers increasingly want to experience where a spirit is made—not simply buy a bottle off a retail shelf.
Karnataka Can Build an Entire Ecosystem
Unlike Goa, Karnataka's opportunity lies in scale. The state has a mature hospitality sector, a large domestic tourism market and a growing appetite for premium spirits. Rather than creating one flagship destination, Karnataka has the opportunity to develop an ecosystem of distilleries that welcome visitors under a clearly defined regulatory framework.
Imagine weekend distillery trails connecting whisky, gin, rum and emerging craft spirit producers across Bengaluru, Mysuru, Coorg and other parts of the state. Such experiences could become as much a part of Karnataka's tourism offering as its coffee estates or heritage sites.
Why Micro-Distilleries Matter
Large distilleries excel at efficiency and consistency. Micro-distilleries excel at innovation.
Working in small batches allows them to experiment with regional grains, botanicals and fruits that would be commercially challenging for large-scale producers. India's biodiversity offers remarkable possibilities. Tourism provides the perfect platform to tell those stories directly to consumers.
The Next Step
Karnataka's reforms are an important beginning, but the long-term opportunity extends beyond visitor centres. India still lacks a dedicated regulatory framework for micro-distilleries. In many established spirits-producing countries, proportionate licensing has enabled small producers to innovate without facing the same regulatory burden as industrial-scale manufacturers. If future reforms build on Karnataka's tourism initiative by creating a more enabling environment for small craft distillers, India could witness the emergence of a truly regional craft spirits movement.
The Happy High's Take
Karnataka's distillery tourism policy is about more than opening factory outlets. It signals a broader shift in how states may begin to view premium beverages—not merely as products to regulate, but as experiences capable of generating tourism, education and economic value.
Goa has already demonstrated what thoughtful regulation and immersive visitor experiences can achieve. Karnataka now has the opportunity to take the next step by creating a framework that encourages many more producers to open their doors to consumers. If that happens, this policy may ultimately be remembered not just for promoting distillery tourism, but for laying the foundation for India's micro-distillery revolution.

Few would have predicted that jamun—the dark purple fruit sold in paper cones with black salt by roadside vendors during the Indian monsoon—would become one of the country's most commercialized spirit flavours. Yet within two years, the black plum has transformed from childhood nostalgia into a primary flavor driver for India’s largest beverage conglomerates. This shift highlights an important industry evolution: India’s alcobev market is looking inward for culinary identity.
The Market Context: Why Flavoured Vodka is Booming
India’s vodka market is estimated at over $3.1 billion and is projected to expand at a CAGR of 6.5% to 8.5%. While non-flavoured vodka still dominates absolute volumes, flavoured vodka represents the fastest-growing segment across urban centers. As younger consumers—primarily Millennials and Gen Z—embrace cocktail culture and home entertaining, demand has shifted away from classic spirits toward approachable, flavor-forward options.
The rapid adoption of jamun across multiple competing portfolios underscores a genuine market trend:

• Radico Khaitan: Launched Magic Moments Jamun SpicyMint as part of its 'Flavours of India' series (following Alphonso Mango and Thandaai). Radico Khaitan—which produces India's top vodka brand selling over 7 million cases annually—backed the fruit as a major volume driver.
• Diageo India: Introduced Smirnoff Minty Jamun, positioning it directly at younger social drinkers seeking a local twist on fruit-flavoured vodka.
• More.... : Romanov Jazzy Jamun Mint (Inbrew Beverages), OneMore Next Twisty Minty Jamun (Alcobrew), and Blue Moon Minty Jamun (NV Group).
• Craft & Boutique Spirits: Artisanal brands like Samsara (Enchanted Jamun & Pink Salt Gin) have incorporated jamun into premium craft gins, showing that the fruit's appeal extends beyond entry-level vodkas into luxury mixology.

Why Jamun Works: Flavor Profile & Visual Appeal
Several structural factors explain why jamun succeeded where standard international fruit profiles fell short:

1. Inherent Flavor Structure: Jamun offers a natural balance of sweetness, sharp acidity, and gentle astringency. When combined with mint or a pinch of salt/spice, it provides a built-in cocktail base that mixes easily with soda, tonic, or ginger ale.
2. Distinctive Visual Identity: The deep purple hue gives drinks a striking visual appeal, making it naturally suited for social media-driven consumer culture.
3. Cultural Resonance: Unlike green apple, cranberry, or blue curaçao, jamun carries an immediate sensory memory for Indian consumers, bridging emotional connection with commercial positioning.

The Broader Shift: From Global Clones to Local Terroir
For decades, Indian commercial spirits relied on imported flavor playbooks—lemon, orange, peach, and berry. The rise of jamun signals a strategic pivot similar to global beverage movements:

• Mexico built international spirit identity around Agave.
• Japan elevated Yuzu, Sansho pepper, and Cherry Blossom (Sakura) into world-class cocktail staples.
• India is beginning to tap into its regional botanical heritage.

If consumer acceptance holds, jamun could pave the way for other indigenous fruits and botanicals—such as kokum, phalsa, raw mango, gondhoraj lime, bael, tamarind—to enter mainstream production lines.
The Happy High’s Take
Every market reaches a threshold where it moves from imitating global trends to defining its own.
For Indian spirits, jamun is a clear indicator of that transition. It demonstrates that commercial success in India's modern alcobev landscape no longer requires looking abroad—the next breakthrough flavor may already be growing in local soil.

The Era of the 300-Label Wine List Is Over and that’s good news for diners and restaurants alike. For years, the hallmark of a luxury restaurant was an encyclopedic wine list. Leather-bound and intimidating, these heavy volumes often featured hundreds of labels from across the globe. The logic was simple: the bigger the list, the greater the perceived prestige.
Today, that philosophy is quietly changing. Across many of the world's leading restaurants, wine lists are becoming shorter, sharper, and more thoughtfully curated. Rather than offering 300 or 400 labels, many top establishments now present 80 to 150 wines tailored to their cuisine, philosophy, and clientele. It isn’t about offering less—it is about offering better.
The Financial & Operational Reality
Sprawling wine cellars tie up significant working capital. while slower-moving bottles can languish unsold for years. In an industry where margins are under constant pressure, streamlining inventory without compromising guest experience makes sound business sense.

• Tech-Driven Efficiency: Preservation systems like Coravin have transformed by-the-glass offerings. Restaurants can now serve premium wines without the risk of oxidation, allowing them to showcase a dynamic, high-end selection without stocking redundant vintages in every price bracket.
• Empowered Service Staff: A concise list allows sommeliers and floor staff to truly master the inventory. Instead of navigating an overwhelming catalog, staff can tell the stories behind individual producers and make confident, tailored pairing recommendations.

Curing Consumer "Decision Fatigue" & imposing "less is more" wine programs
A carefully curated list is easier for sommeliers and service teams to master. Staff can confidently tell the story behind each producer, recommend pairings and guide guests based on preferences rather than simply pointing to a lengthy catalogue. Knowledge has become a greater luxury than sheer volume. Consumer behaviour has evolved too. Today's diners, particularly Millennials and Gen Z, are looking for guidance rather than abundance. They are more curious than previous generations, willing to explore lesser-known grapes, regions and producers, but they also value authenticity over prestige. Faced with hundreds of unfamiliar labels, many experience decision fatigue. A concise, well-structured wine list removes that barrier, encourages discovery and gives guests the confidence to try something new, whether it's a Franciacorta, an Indian Chenin Blanc or a Greek Xinomavro This shift also reflects a broader change in how luxury is perceived. Consumers are less impressed by excess and more appreciative of thoughtful curation and storytelling. They would rather hear why a particular wine earned its place on the list than simply choose from an overwhelming catalogue. This doesn't mean that the grand cellars of the world's finest restaurants are disappearing. Landmark establishments with deep collections will always have their place. But for most luxury restaurants, success is increasingly measured by the quality of the curation rather than the quantity of labels. A modern wine list should feel like a conversation, not a catalogue. 
In the end, a wine list should be judged not by its length, but by its ability to help every guest find the right bottle for the right moment. That may well be the greatest luxury of all.

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For decades, natural wine has thrived on philosophy rather than legislation. Ask ten winemakers what constitutes a natural wine and you're likely to receive ten different answers. Minimal intervention, native yeasts, organic farming and low sulphur additions are often cited, yet there is no globally accepted legal definition. That may soon change.
Wales, an emerging wine region better known for its rolling countryside than vineyards, is attempting something that could reshape the conversation around natural wine. A group of Welsh producers has proposed a Protected Geographical Indication (PGI) for "Natural Wine of Wales"—potentially making it the world's first legally recognised geographical indication dedicated specifically to natural wine.

Key Fact-Checks

• The Proposal : A group of Welsh winemakers, led by Paul Rolt of Hebron Vineyard, submitted an official application to the UK's Department for Environment, Food and Rural Affairs (Defra) to establish a Protected Geographical Indication (PGI) for "Natural Wine of Wales".
• Proposal Status: The article accurately frames this as a proposed PGI that is currently under review by regulators rather than an already finalized or active law.
• World's First PGI Claim: While France introduced the "Vin Méthode Nature" certification label in 2020 to define natural wine parameters, Wales' application is unique because it seeks to bind natural wine standards directly to a Protected Geographical Indication (PGI). If approved, it would indeed be the world's first geographical indication dedicated explicitly to natural wine.
• Proposed Criteria: The principles listed in the text (spontaneous fermentation with native yeasts, 100% Welsh-grown organic/regenerative grapes, no synthetic chemicals, minimal processing, and strict limits on added sulfites) accurately reflect the requirements submitted in the application.

A Shift in Thinking
The proposal raises an interesting question. Should "natural wine" remain an ideology that encourages experimentation, or should it evolve into a legally protected category with clearly defined standards?
For producers, regulation could offer greater credibility and protect genuinely low-intervention wines from misleading marketing claims. For consumers, it may finally provide clarity in a category that has often been confusing. At the same time, codifying natural wine also risks excluding producers whose philosophies differ slightly but whose wines embody the same spirit of minimal intervention.
Why Wales?
The idea may seem unexpected. After all, Wales is hardly the first country that comes to mind when discussing fine wine. Yet over the past two decades, it has quietly emerged as one of the United Kingdom's most exciting wine regions.
Commercial viticulture in Wales only began to gain momentum in the late twentieth century, with the first modern vineyards planting in the 1970s and 1980s. What started as a handful of experimental vineyards has grown into an industry of around 50 vineyards spread across South and West Wales.
The country's cool maritime climate, once considered too challenging for grape growing, has become increasingly favourable as growing seasons have lengthened. Combined with diverse soils and careful site selection, Welsh producers are now crafting award-winning still and sparkling wines from varieties including Chardonnay, Pinot Noir, Pinot Meunier, Solaris and Seyval Blanc.
Unlike many of Europe's historic wine regions, Wales has had the advantage of building its identity without centuries of tradition. Its producers have embraced sustainability, experimentation and innovation from the outset. That spirit makes Wales an unlikely yet fitting contender to champion what could become the world's first legally recognised geographical indication dedicated specifically to natural wine.
Could This Influence the Rest of the World?
If the proposal succeeds, it could become one of the most significant regulatory developments in modern wine. Regions in France, Italy, Spain and even New World producers may begin asking whether natural wine should continue to exist as a philosophy or evolve into a protected category with measurable standards. For consumers, this would represent a welcome shift. The term "natural" has often been used without clear parameters, making purchasing decisions difficult even for experienced wine enthusiasts.
The Happy High's Take
Whether the application succeeds or not, Wales has already achieved something remarkable—it has forced the global wine community to confront a question it has long avoided: should "natural wine" remain a philosophy, or is it finally time to define it? The answer could shape not just the future of Welsh wine, but the future of natural wine itself.

Walk into almost any luxury hotel in India today and one thing is immediately apparent—the beverage programme has never looked stronger. There are Japanese whiskies locked behind glass cabinets, rare single malts commanding five-figure price tags, wine lists that stretch across continents, and cocktail menus inspired by local ingredients, forgotten classics and molecular gastronomy. Then you ask for a beer !
More often than not, the choices become surprisingly ordinary. For an industry that prides itself on offering curated luxury experiences, India's finest hotels continue to treat beer as an afterthought. Not because consumers aren't interested, but perhaps because the industry still are looking at cases and schemes more than the liquid itself. Luxury has never been about price alone. It has always been about scarcity, craftsmanship, provenance and storytelling. By that definition, craft beer checks every box.
A barrel-aged stout matured for twelve months, a Gose with kokum, or a limited-release IPA brewed with fresh seasonal hops involves as much technical precision and creative intent as many premium wines or spirits. Yet while sommeliers have become central to luxury hospitality, beer continues to occupy the last page of the menu.
This isn't simply about adding more labels.
It is about recognising that beer has evolved while hotel beverage programmes have not.
The irony is that India's craft brewing industry has arguably matured faster than the hospitality industry's perception of it. Cities such as Bengaluru, Pune, Goa and Gurugram have produced breweries capable of creating beers that would not feel out of place in respected international taprooms. Brewers are experimenting with barrel maturation, mixed fermentation, indigenous ingredients and small-batch releases—concepts that luxury hotels enthusiastically celebrate in wine and whisky.  Yet those same beers rarely make it into five-star restaurants. Instead, hotel buyers often default to familiarity. The logic is understandable. Beer is seen as a high-volume category driven by recognisable brands rather than guest discovery. But luxury hospitality has never been built around the safest choice. It has been built around offering experiences guests cannot easily recreate elsewhere. That is precisely where craft beer excels. Imagine pairing a Goan witbier with oysters, a smoky imperial stout with chocolate dessert, or a farmhouse ale with a chef's tasting menu. These are not radical ideas. They have become standard practice in some of the world's leading restaurants. Michelin-starred establishments across Europe and North America have embraced beer pairings alongside wine, recognising that beer's diversity often makes it the more versatile partner at the table. India, meanwhile, continues to ask whether beer belongs in fine dining.
The Challenge Isn't Demand. It's Distribution.
To be fair, luxury hotels aren't entirely responsible for craft beer's absence. India's excise framework makes it exceptionally difficult for independent breweries to scale. Unlike wine or spirits, craft beer is often produced for local consumption and, in many states, cannot move freely across state borders because of excise restrictions, licensing hurdles and high logistics costs.
As a result, a brewery in Bengaluru cannot simply supply a hotel in Mumbai, nor can a Goa-based brewer easily reach Delhi. Every state operates under its own excise regime, making nationwide distribution expensive and, in some cases, practically impossible. This means hotels in certain cities genuinely have fewer options.
But that explanation only goes so far.
India's major metropolitan markets—including Bengaluru, Mumbai, Pune, Gurugram, Hyderabad and Goa—already have thriving craft brewing ecosystems. These cities are home to breweries producing fresh lagers, hop-forward IPAs, Belgian-style ales, wheat beers and experimental seasonal releases that are more than capable of meeting luxury hospitality standards. Ironically, these breweries often enjoy greater visibility in neighbourhood gastropubs than they do in five-star hotels located just a few kilometres away. The limitation, therefore, is not simply one of supply. In many of India's largest hospitality markets, it is equally a question of perception.
Luxury hotels have invested heavily in educating guests about wine, whisky and cocktails. Craft beer deserves the same thoughtful curation—not because every property should stock dozens of labels, but because where quality local breweries exist, they should be viewed as partners in creating authentic, destination-led beverage experiences rather than as alternatives to mainstream beer.

For decades, matcha has been almost exclusively associated with Japan. From traditional tea ceremonies to modern cafés serving vibrant green lattes, Japanese matcha has become the global benchmark for powdered green tea. But a new chapter is beginning much closer to home.
In July 2026, Assam became the first Indian state to commercially produce matcha, marking a significant milestone for the country's tea industry. The inaugural batch, produced at Chota Tingrai Tea Estate in Tinsukia, was sold through the Guwahati Tea Auction Centre, fetching ₹3,000 per kilogram. The achievement followed nearly a decade of collaboration with Japanese tea experts and investment in specialised processing technology.
Why This Matters ?
India is the world's second-largest tea producer and Assam is renowned for its bold black teas. Yet until now, virtually all matcha consumed in India has been imported from Japan, with some supplies also coming from China and Vietnam. Import costs, duties and freight have kept prices high, making matcha a niche product for many consumers. Domestic production has the potential to change that. If quality can be maintained, Assam-grown matcha could make this premium beverage more affordable for cafés, restaurants and home consumers while reducing dependence on imports.
More Than Just Powdered Green Tea
Authentic matcha is not simply green tea ground into a powder. The tea bushes are shaded for several weeks before harvest, increasing chlorophyll and L-theanine while softening bitterness. The youngest leaves are then steamed, dried, processed into tencha, and finally milled into an ultra-fine powder. Because the entire leaf is consumed rather than infused, matcha delivers a concentrated flavour profile along with naturally occurring antioxidants, caffeine and L-theanine.
Successfully producing matcha requires specialised cultivation, processing equipment and technical expertise—one reason commercial production has taken time to reach India.
Will Assam Matcha Replace Japanese Matcha?
Probably not—and it shouldn't try. Japanese regions such as Uji and Nishio have centuries of expertise and will continue to define the highest expressions of ceremonial-grade matcha. Assam matcha should instead be viewed as an opportunity to expand the category rather than compete directly with Japan. Just as coffee lovers appreciate beans from Ethiopia, Colombia and India, and wine enthusiasts celebrate different terroirs, matcha can also develop regional identities.
The Bigger Picture
The significance of Assam matcha extends beyond a single product launch. It demonstrates how Indian agriculture can evolve to meet changing consumer preferences while creating higher-value opportunities for tea growers. If producers continue to invest in quality, education and consistency, Assam matcha could do more than lower prices—it could introduce thousands of new consumers to authentic matcha and encourage cafés, bartenders and hospitality professionals to embrace the category. For India's beverage industry, this is more than a new tea. It could be the beginning of a new chapter in specialty tea culture, where Japanese tradition inspires Indian innovation without compromising authenticity.

Indian single malt whisky has come a long way in a remarkably short time. Once viewed as an emerging category, it now stands shoulder to shoulder with some of the world's most respected whisky-producing nations, regularly earning top honours at international competitions. As the category continues to mature, the launch of the Indian Malt Whisky Association (IMWA) Certification Mark represents one of the most significant developments in its history.At first glance, the hologram may appear to be just another label on a bottle. In reality, it represents something much more important—a collective commitment by India's leading single malt producers to define, protect and promote the authenticity of Indian single malt whisky.
Why Was the Certification Introduced?As Indian single malts become increasingly visible in domestic and international markets, consumers are faced with more choices than ever before. While many buyers understand what "single malt" means, there has never been a widely recognised industry certification dedicated specifically to Indian single malts.
The IMWA Certification Mark seeks to address this by providing a clear and transparent standard. It offers consumers confidence that the whisky inside the bottle has been produced according to recognised industry principles rather than simply carrying the words "single malt" on its label.
For producers, it strengthens the integrity of the category. For retailers and importers, it provides additional assurance. Most importantly, it helps establish a consistent identity for Indian single malt whisky on the global stage.
What Does the Certification Represent?
The IMWA Certification Mark is awarded only to whiskies that comply with the association's production standards. To qualify, a whisky must:

• Be produced from 100% malted barley.
• Be distilled at a single distillery located in India.
• Be distilled using copper pot stills.
• Use only malted barley, water and yeast during production.
• Be matured in oak casks with a capacity not exceeding 700 litres for a minimum of three years.
• Complete every stage of production—including mashing, fermentation, distillation, maturation and bottling—within India.
• Contain no molasses spirit, neutral alcohol or added flavourings.

These standards focus on authenticity rather than flavour. They do not dictate how a whisky should taste, nor do they rank one producer above another. Instead, they ensure that every certified whisky has been produced according to a common set of recognised principles while allowing each distillery to express its own character and style.
Who Is Behind the IMWA?
Established in 2024, the Indian Malt Whisky Association (IMWA) brings together several of India's leading whisky producers with a shared objective of protecting and promoting the category.
The founding members include:

• Amrut Distilleries
• John Distilleries (Paul John)
• Radico Khaitan (Rampur)
• Piccadily Distilleries (Indri)
• Diageo India
• Alcobrew Distilleries (GianChand)

These companies may compete fiercely in the marketplace, but through the IMWA they have recognised that strengthening the reputation of Indian single malt whisky benefits the industry as a whole.
Why It Matters ?
Consumers today increasingly want to know where their food and beverages come from and how they are made. Whether buying wine, olive oil, cheese or whisky, authenticity has become as important as quality. The IMWA Certification Mark helps answer those questions by offering a recognisable symbol of production integrity. It does not guarantee that every certified whisky will suit every palate—taste will always remain subjective—but it does confirm that the whisky has been produced according to established standards for Indian single malt. As exports continue to grow and Indian whiskies receive worldwide acclaim, such transparency will become even more valuable.
Looking Ahead
The introduction of the IMWA Certification Mark is more than a branding exercise. It is a statement that Indian single malt whisky has reached a stage where protecting its identity is as important as promoting its success. For consumers, it simplifies buying decisions. For producers, it safeguards years of investment in quality and craftsmanship. For the global whisky community, it signals that India is serious about defining and preserving what makes its single malts unique. Awards may win headlines, but standards build lasting reputations. The IMWA Certification Mark is therefore not simply a hologram on a bottle—it is a symbol of an industry that has come of age and is confidently shaping the future of Indian single malt whisky.