Mahua, Goan Feni debut in UK market as Indian heritage spirits go global

Traditional Indian spirits Mahua and Goan Feni are entering the UK market this week, marking the debut of indigenous brews with centuries-old distilling traditions.

Maharaja Drinks, a retailer focused on bringing Indian craft beverages to Britain, has launched three Feni variants and a Mahua spirit, highlighting heritage liquors made with organic, sustainable and environmentally conscious practices.

India’s native brews arrive

“India is home to an extraordinary range of heritage spirits, each rooted in centuries of craftsmanship and storytelling," said Annabel Jamieson, CEO of Maharaja Drinks. “Today, there’s a growing appetite among consumers and bartenders to explore these authentic native flavours. That’s why the time feels right to introduce four exceptional expressions to the UK for the first time," she said.

Also read | Toddy, Mahua and more: An excursion through India's native alcoholic beverages

The company’s new range offers Cashew Feni and Coconut Feni from Goenchi Feni, a spiced Feni named OURO De Goa from the Goa Heritage Distillery and Desmondji Mahua Spirit from Andhra Pradesh's DesmondJi. “Feni remains a rare and distinctive presence here, and Mahua is an exciting new discovery, a vibrant, characterful spirit just beginning to make its mark,” added Jamieson.

Goenchi Feni, a family-run brand from Goa founded by siblings Yash and Tulika Sawardekar, double distill their Feni in small batches using traditional 100 per cent copper pot stills. They claim to follow a "closely guarded family recipe" that uses a single natural ingredient: either cashew apple or coconut palm sap. “Feni carries a long and proud heritage from Goa, passed down through generations as a true expression of our land and culture," said Goenchi Feni co-founder Yash Sawardekar.

“Despite this richness, it has often been overlooked on the global stage. By opening international markets like the UK, we aim to change that and reintroduce Feni as a spirit worthy of recognition," he said.

Diaspora key to UK expansion

Goa Heritage Distillery, a third-generation family business run by Ashok Malkarnekar, is located on a biodiverse farm in Goa rich with ginger, turmeric, tulsi, cardamom, cashew, and coconut trees. The distillery produces OURO De Goa, a premium spiced cashew Feni ideal for the festive season, which Maharaja Drinks feels would be a perfect addition to the UK’s Christmas spirits offerings.

“The UK market has a significant Indian diaspora which already has a liking for Cashew Feni. We feel Maharaja Drinks with their focused approach are an ideal partner to make our Feni available to the Indian diaspora in the UK as well as to introduce it to new audiences,” said Malkarnekar.

“We would particularly expect the diaspora to become proud brand ambassadors of their very own heritage spirits like Feni,” he said.

Mahua revival gains spotlight

DesmondJi Mahua is described as a tribute to the heartland, rooted in centuries of tribal lore and tradition. The Mahua tree, often referred to as the “tree of life", is behind this once-banned spirit.

Now produced at the country’s only agave distillery in Andhra Pradesh, the spirit is crafted by collecting the naturally sweet flowers of the Mahua tree, then drying, fermenting, and distilling them in artisanal pot stills.

"Mahua is a national treasure of India that has been hidden in plain sight. It has an exquisite taste and is the world's only flower-based spirit," said Desmond Nazareth, founder of Desmondji Mahua. “For hundreds of years, tens of millions of indigenous Indians in the Central Indian forest belt have made versions of Mahua. Mahua was pushed into the shadows for mercenary and puritanical reasons. The movement to free Mahua from its chains has begun and I hope Mahua will be anointed as the national heritage spirit of India," he said.

Exotica portfolio grows in UK

Maharaja Drinks said the launch of these heritage drinks this month coincides with the expansion of its Exotica range for the UK market.

Also read | Goa's famed feni liquor to be produced in Kerala shortly

This brings India’s first homegrown vermouth, Davana Vermouth, made with 21 botanicals, and the first homegrown liqueur named Quro, made with a curated blend of 36 indigenous ingredients, including florals, spices, fruits, and botanicals.

Maharaja Drinks, a passion project for father-son duo Ipe and Adam Jacob, was launched as an online retailer catering to the UK market around two years ago to offer a unique range of hand-picked high-quality Indian wines, beers and spirits. It also offers fine Indian coffees and teas, from earthy green teas to floral infused black tea.

(With agency inputs)