Diageo India to promote alcobev startups

Diageo India has launched The Good Craft Co. Flavour Lab, which is an innovative experimental lab aimed at nurturing alcobev startups. This boot camp style initiative is part of a broader vision to foster a thriving ecosystem for craft spirits in India.

The Flavour Lab is the first phase of The Good Craft Co., Diageo India’s direct-to-consumer (DTC) experiential ecosystem, which focuses on educating, advocating, and appreciating the craft spirits community.

With its four main engagement zones, including an Academy for distillation processes, R&D labs, and a bar offering exclusive tastings, The Flavour Lab is planned to be a hotspot for creativity in the Indian spirits market.

In December 2025, The Good Craft Co. Experience Home & Flavour Market is expected to open at the revived Ponda Distillery in Goa, offering distillery tours, a microbrewery experience, and collaborative projects with Indian and global spirits makers. Visitors will get a unique opportunity to engage with artisanal processes and participate in tasting sessions.

The Ponda Distillery, revived in 2017, now features a 6KLPD capacity distillery with over 25,000 casks in maturation. Diageo India also introduced Godawan Single Malt, highlighting Indian craftsmanship. Additionally, Diageo Ventures, an investment wing for alcobev startups, was launched to support innovative businesses in the alcobev sector.