Amrut to lead Rum’s evolution

In 2024, Amrut Distilleries celebrated its 75 years and to mark this occasion, the company has launched Bella, an artisanal rum that is a tribute to India’s rich cultural heritage, says Rakshit N. Jagdale, MD, Amrut Distilleries.

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Amrut to lead Rum’s evolution

India has long been known for producing rum, with most varieties made from molasses and, occasionally, cane juice. Amrut Distilleries broke new ground with the launch of Two Indies Rum, a unique blend of Indian jaggery and Caribbean molasses, symbolising a rare union between the East (India) and the West (the Caribbean). Rakshit N. Jagdale, Managing Director, Amrut Distilleries Private Limited says that with Bella, Amrut takes this legacy a step further by honouring the country’s ancient connection to jaggery. 

Rakshit N. Jagdale, Managing Director Amrut DistilleriesTalking about India’s rum legacy, Rakshit says the country holds the distinction of being the first producer of jaggery, with its origins tracing back to the Indus Valley Civilisation. During colonisation, the rise of sugar mills led to the mass production of refined sugar, which gradually overshadowed jaggery. Amrut Distilleries rightfully prides itself in its rum brands. Rum contributed nearly 2.5 million cases in terms of volume and about Rs 160 crore in value.

“We are optimistic about the category of rums as we are seeing an adoption of our premium rum, Two Indies,” says Rakshit.

He, however, believes that traditional rums would never lose their charm. There would be a consumer base who would be very loyal to the brands they consume. In the case of Amrut Distilleries’ brands, the Amrut XXX Rum, which was one of the first offerings, continues to be people’s first choice and also instills nostalgia in patrons who have been consuming this fine rum for decades. The Old Port Deluxe Rum too has a cult following, as it is one of the very few brands in India that has the status of a millionaire.

This year, Amrut Distilleries celebrates its 75 years and to mark this occasion, the company has launched Bella, an artisanal rum that is a tribute to India’s rich cultural heritage. Bella’s genesis is attributed to the visionary leadership of Neelkanta Rao Jagdale (NRJ), the company’s former Chairman and Managing Director, who is fondly known as the ‘Father of Indian Single Malt’. His deep respect for Indian heritage and culture laid the groundwork for Bella’s creation.

Amrut Distilleries has been a game-changer in the world of whiskies by creating a category in the industry, and with the introduction of Bella, the brand reaffirms its positioning. NRJ’s passion and perseverance led him to create rum from jaggery but no provision of licence existed in the Karnataka excise rules then.

Bella is the world’s first 100 percent jaggery rum, sourced from the fertile Sahyadri range. It has been meticulously matured for an impressive six years in ex-bourbon barrels under tropical climatic conditions.
 

Rum Premiumisation

Premiumisation is a trend in the macro setting, but Amrut Distilleries has been at the forefront of innovation and premiumisation in India as it has been over a decade since the launch of Two Indies Rum which is the forerunner representing super premium rums in India. Bella is a luxury rum priced at Rs 3,500, which is at a four-fold of any leading rum in the Indian market. “With an overwhelming response in Karnataka we are gearing for a launch in other parts of the country,” Rakshit informs.

Crafted using traditional distillation techniques, the rum highlights the best of both regions. Caribbean sugarcane coupled with Indian jaggery, a hallmark of the country’s agricultural heritage, is seamlessly blended with premium rums from Jamaica, Barbados and Guyana— Caribbean regions celebrated for their rum craftsmanship. This fusion helps bridge two-storied rum cultures, showcasing the company’s expertise in curating exceptional spirits.

“By honouring regional authenticity while pushing the boundaries of innovation, Two Indies Rum captures our pioneering spirit. It is not just a blend of rums but a fusion of stories, offering a premium experience that resonates globally while staying true to its roots,” Rakshit adds.
 

Bella RumWhat makes Bella special?

The name ‘Bella’ holds special significance, as it means ‘jaggery’ in Kannada, a language spoken by 67 million people in Karnataka, where Amrut Distilleries is based. As Bella makes its global debut, it not only represents one-of-a-kind rum but also signals the creation of a new category: Premium Indian Rums.

Amrut Distilleries’ strong connection to its native roots is evident, and with Bella’s launch, the distillery fulfills its promise of celebrating India’s rich heritage, while inspiring pride among both domestic and global patrons. Bella has enthralled both Indian and global audiences with its launches in Karnataka and USA and the allotted quantities in these markets have been sold out in about a fortnight since the date of release.
 

A Distinctive Flavour

The usage of jaggery, copper stills, and ageing of rums in American oak barrels result in a unique flavour profile; the smooth, fruity notes of Caribbean rums harmonise with the earthy complexity of Indian rums, creating a product that appeals to both connoisseurs and modern palates. The name ‘Two Indies’ reflects this collaboration, symbolising a cross-continental journey of tradition and creativity. During a global rum event, NRJ presented jaggery as a peanut rittle or a toffee to help the participants understand its use and flavour profile. Consumers do attach significant importance to these experimentations as jaggery is a non-indigenous ingredient to global consumers. The company sources the jaggery for its rum from a town called Mandya in Karnataka, aligning with the values of supporting local communities and promoting eco-friendly practices in production.

Additionally, the company is also experimenting with ageing techniques, leveraging India’s varied climates to create distinct flavour profiles in the premium rum line. This has piqued interest among enthusiasts seeking unique and complex rums. The response has been overwhelmingly positive with a steady and upward trajectory in export sales, resonating with a diverse audience.
 

TowIndies DarkRUMChallenges

There are some challenges that Amrut Distilleries has faced and the management feels that the government needs to take a proactive step to popularise premium rum. Excessive excise duties and complex regulatory frameworks increase production costs and reduce competitiveness.

The government, Rakshit points out, needs to provide subsidies or incentives for exporting rum to help penetrate the global markets. This would help promote the ‘Made in India’ spirits in global trade fairs and create campaigns to enhance the image of Indian rums.
 

Attracting Women

Women are emerging as a significant consumer base and exploring options beyond wine, vodka, and gin. To that extent, rum has significant potential to appeal to women, particularly as interest in mixology grows. Two Indies White Rum stands out as an exceptional base for crafting diverse and vibrant cocktails, perfectly catering to this emerging consumer base. It offers a clean, smooth profile with subtle tropical notes, making it ideal for classic cocktails like mojitos, daiquiris, and piña coladas. Its versatility allows it to blend seamlessly with fresh ingredients, fruits, and herbs, enabling endless creativity in cocktail-making.

Amrut two indies WhiteRUMAs such, this rum offers flavourful options – something that women would want to explore. “By embracing Two Indies White Rum as a go-to for cocktails, women can discover a spirit that’s both versatile and exciting, making it a key player in their exploration of new drink experiences,” Rakshit opines.

Amrut Distilleries also conducts ‘women only’ tasting sessions to give them a chance to network and enjoy without any judgement. The rise of modern retail where women consumers can walk in and buy a spirit of their choice will push mass adoption of rums. “Through these efforts, we are well-poised to lead the rum category’s evolution in India and beyond,” he adds.
 

The Big Plan

Old Port Deluxe Rum being a millionaire brand will continue to be a favourite of the masses. Amrut XXX Rum is also heading towards the milestone of a millionaire brand. In India, the company aims to further strengthen its distribution network, introduce premium offerings, and enhance consumer education through events and collaborations. “Internationally, we are targeting key markets with high demand for niche and craft spirits, positioning our rums as globally competitive,” Rakshit says.