Maharaja Drinks says India’s craft spirits are gaining ground in the UK

Maharaja Drinks is pushing more than 25 Indian craft spirits into the UK as consumer interest grows for distinctive, place-driven drinks. The importer says India’s fast-expanding distilling scene is still underrecognized by British shoppers despite strong category growth and rising premium demand.

Why it matters: - UK drinkers are showing more demand for spirits with a clear origin story, native ingredients and artisanal production. - Maharaja Drinks says Indian craft spirits fit that shift and could move beyond niche interest into a broader premium category in the UK. - IWSR data cited in July 2026 showed India’s beverage alcohol market grew 4% in 2025, the strongest growth rate globally as worldwide volumes fell for a third straight year.

What happened: - Maharaja Drinks said the UK is seeing a stronger move toward Indian craft spirits this year. - The London-based specialist importer said it now brings more than 25 distinctive Indian spirits into the UK. - The company framed India alongside earlier regional drinks trends such as Korean soju and Mexican mezcal.

The details: - Speciality Food Magazine’s 2026 Drinks Buyer trends report points to growing UK interest in distinctive flavours and authentic drinks from around the world. - The report says shoppers want to learn more about spirits, not just buy them. - IWSR said India is expected to rise from the world’s eighth-largest alcohol market today to fifth by 2035. - India now has 468 distilleries operating across the country. - Maharaja Drinks’ portfolio includes JinJiji Darjeeling, which uses handpicked Darjeeling tea and is copper-pot distilled in Uttarakhand. - Terai Gin uses spices sourced from Khari Baoli, Delhi’s historic spice market. - Smoke Lab Vodka is made from Basmati rice. - Smoke Lab’s Saffron expression combines Kashmiri saffron and Indian spices. - Ayam agave is made at India’s only agave distillery in Uttar Pradesh. - Maharaja Drinks also carries four Nao Spirits products from India’s first zero-carbon distillery in Goa. - Goenchi Cashew Feni is a traditional Goan spirit distilled from cashew apples native to the region. - Quro is a modern Indian aperitif built around 36 indigenous botanicals, including ashwagandha, tulsi and moringa.

Between the lines: - The portfolio suggests Indian spirits are being positioned less as a whisky-only story and more as a wide category built on local ingredients, regional identity and technical craft. - Annabel Jamieson, CEO of Maharaja Drinks, said there is still a gap between how consumers perceive Indian spirits and what is actually being produced in India. - The company is also using sustainability as part of its brand positioning, including support for organic certification and environmentally aware production, packaging and transport.

What’s next: - Maharaja Drinks expects more UK consumers to discover Indian spirits as premium and artisanal drinking continues to grow. - The company says all of its drinks are shipped throughout the UK mainland. - Maharaja Drinks, founded in 2023, says its next phase is to keep expanding awareness of Indian drinks in the UK and beyond.

The bottom line: - India’s craft spirits scene is growing fast, and Maharaja Drinks is betting UK shoppers are ready for more than the familiar mass-market brands.