Step in Right Direction
Kasturi Banerjee, Founder & Director, Stilldistilling Spirits, has been interested in the fascinating world of alco-beverages since long. Given that kind of clear focus and determination, it wasn’t long before she came to the point of launching her own company with the marketing philosophy that the ubiquitous rum needed a makeover. The result was the formation of her company. As she looks back now, Kasturi knows that her choice to enter the world of rum was just right.
At a time when it would have been thought most unusual for a woman in India to admit to having an interest in wine and spirits, Kasturi Banerjee not only did that but also took a step further by pursuing a bartending course to immerse herself in the art of mixology. That was in 2019. The course helped her to delve deeper into the subject and she began experimenting with blends and conducting research to understand trends and consumer preferences in the alcobev space.
Exploring Novel Territory
While gin was gaining popularity at the time, Kasturi was curious about the artisanal rum market in India, given the undercurrents taking place globally and India’s abundance of sugarcane, which acts as the foundation for any great rum. With a potential market opportunity within the premium rum category in India, she knew a rum revolution was on the horizon, in India. And that is what encouraged her to launch a high-quality made-in-India rum brand affording a premium drinking experience.
Her company, Stilldistilling Spirits has created cocktail-focussed white rum with flavours ranging from sweet and floral to spicy and herbaceous. “We have also carved out a completely new category through our aged Gold Rum, which is an elegant sipping rum–the first of its kind in India,” she informs enthusiastically.
Further, to mark the company’s two- year journey, the company launched its first ‘limited release’ barrel-aged rare rum, MESMA, with only 600 bottles available in Goa. Those 600 bottles of MESMA were sold out in less than two weeks.
Challenging Conventional Stereotypes
She is absolutely passionate about giving newcomers opportunities as she has experienced firsthand the importance of taking a chance on someone when they are looking to explore a new venture. Having a positive attitude, being open to learning from failure, and persisting in the face of challenges are qualities that she believes are crucial for all professionals, regardless of gender.
Kasturi says that her company’s mission has been to consistently challenge and transform the conventional stereotypes and assumptions surrounding rum. Historically, rum in India has been viewed as a non-premium dark spirit, always requiring a mixer. Kasturi has been working hard to change this perception through innovative packaging and design.
