Jamun flavour drives India's vodka and gin boom as Diageo, Radico bet on localised premiumization
Indian spirits makers are launching jamun-flavoured vodka and gin, fuelling flavoured vodka growth of +16% versus +10% for plain. Diageo's Smirnoff Minty Jamun crossed ₹100 crore, while craft labels like Spaceman push localisation as a premiumization lever across Delhi, Mumbai and Goa.
Indian spirits makers including Diageo, Radico Khaitan, Inbrew and craft labels are launching jamun-flavoured vodka and gin, driving flavoured vodka growth (+16%). Smirnoff Minty Jamun crossed ₹100 crore, becoming a premiumization and localization growth lever.
Why this matters
Diageo doubles down on localised premiumization as imported whisky growth cools for a second year and the post-pandemic premium boom normalises, following its Odisha alcobev unit divestment to Cupid Breweries.
Retail-brand signals accelerating at +296500% QoQ