Indian coffee liqueurs brew premium play; Diageo backs Quaffine, Bandarful scales bean sourcing
Home-grown coffee liqueurs Bandarful and Quaffine are carving out a premium niche using Indian beans. Diageo India took a 25% stake in Quaffine in 2024, with the brand growing 2.5x. Bandarful doubled coffee sourcing from 3 to 6 tonnes. Category is under 1% of alco-bev but riding a 60-70% premiumisation wave at the Rs 1,650 price point.
Indian coffee liqueur category is gaining traction with home-grown brands like Bandarful and Quaffine using local beans. Diageo took 25% stake in Quaffine in 2024; brand grew 2.5x. Category remains under 1% of alco-bev but expanding via premiumisation.
Why this matters
Bandarful and Quaffine are building a home-grown coffee liqueur category leveraging Indian beans, with Diageo's minority stake validating premium positioning at Rs 1,650.
Retail-brand activity steady at 469 signals in 90d, reflecting sustained premium niche launches.