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Innovation through flavours, premiumisation and with the rise of cocktail culture, rum is being rediscovered for its versatility and we are now seeing many bartenders experimenting to make great cocktails. According to Lalit Kalani, Founder, Good Barrel Distillery Private Limited, the younger and experimental consumers will be shaping the future of rum as they are seeking experiences and products that align with their tastes and lifestyle. His vision for the next 15-20 years is to contribute to making rum a mainstream spirit in India, offering a blend of heritage, innovation and quality that will appeal to both traditional enthusiasts and the new generation of rum drinkers.
When it comes to rum, one of the key challenges is that it still doesn’t carry the same ‘cool’ factor as some other spirits. But there is a shift happening and storytelling will naturally become a more effective and engaging tool for connecting with consumers. The depth of history, culture and craftsmanship behind rum offers incredible opportunities for storytelling, but these narratives need to resonate with modern audiences in a fresh and contemporary way. As one of the earlier craft rum brands to enter the market, Good Barrel Distillery has seen exciting momentum, with more brands joining the space. As the company’s founder Lalit Kalani puts it, “I firmly believe that a rising tide lifts all boats, and it will take a collective effort from all of us in the industry to position rum as a ‘cool’ and aspirational drink once again. This, in fact, inspired Lalit to transition from his family-owned distillery operations to creating a handcrafted spirit like Rock Paper Rum. His family’s journey in the liquor industry spans over 50 years, from manufacturing to distribution, and even includes being one of the first distributors for Old Monk in Maharashtra.
Rum has always been deeply intertwined with the Kalani family’s legacy. However, in the early 2000s, Lalit’s family decided to step away from the liquor business entirely. Creating Rock Paper Rum is, therefore, his way of honouring and reviving that legacy, but with a modern twist. “The craft liquor movement is exciting right now, offering a unique space to innovate and connect with consumers who value quality, storytelling and authenticity. I see greater potential for new entrants like us in the craft and premium segments,” Lalit says.
The focus in this new segment is on creating exceptional, handcrafted products rather than competing in the mass market. Rock Paper Rum is not just a product but a deeply personal journey—a bridge between Lalit’s family history and building something unique for the evolving preferences of the young consumers. The good thing is that rum is seeing a growing trend of premiumisation, not just in India but globally and, therefore, the company wanted to make sure Rock Paper Rum was one of the early starters.
Lifestyle Choice
With the rising purchasing power within the emerging middle class, Lalit wanted to offer a spirit that connects deeply with today’s lifestyle-driven consumers— fun, adventurous, playful, yet aspirational. “Our flavoured rums are designed to appeal to personal tastes and modern lifestyles, aligning with our brand ethos of ‘Take a Chance’. By doing this, we are making premium rum accessible to everyone while ensuring it’s always fun and versatile,” Lalit shares.
The idea was to create a no-fuss rum that people can enjoy however they like—neat, with basic mixers, or in cocktails they can easily make at home too. The push is also on making Rock Paper Rum a part of life’s big and small celebrations, whether weddings, festivals, get- togethers or house parties.
Another cornerstone of the innovation lies in the company’s pricing strategy. Rock Paper Rum has been positioned as a mass premium product, striking the right balance between being aspirational and affordable. This makes premium rum accessible to a broader audience without compromising on quality or craftsmanship.
Unique Offerings
Rock Paper Rum comes with unique and exciting flavours keeping in mind the ever-evolving consumer tastes. Each flavour is carefully crafted to elevate the drinking experience. The flagship Indian Spiced Rum was launched seeing a gap in the market and that was the beginning of Good Barrel Distillery’s journey. Flavours like coffee and coconut are in trend, and the product has seen fantastic responses with loyal repeats from the customers. A couple of the variants, including Zesty Lemon, have even won prestigious awards. “This motivates us to keep innovating and experimenting with different flavours,” Lalit says.
Rum is often perceived as inherently sweet winter beverage. But, as Lalit puts it, this is a myth that will take time to change, and it’s a collective effort that involves not just Good Barrel Distillery but other players in the industry as well.
Flavoured rums play a key role in breaking this stereotype. By offering a variety of innovative flavours, Rock Paper Rum is demonstrating the versatility of the spirit as a year-round drink— perfect for refreshing summer cocktails, cosy winter sips, or even casual get-togethers any time of the year. “At Rock Paper Rum, part of our flavour strategy is designed to challenge this perception by showcasing how rum can be enjoyed across seasons,” he adds.
Future of Rum market
For a person like Lalit Kalani who has taken a big risk with his entry into the premium rum category, he sees greater potential for new entrants in the craft and premium rum segments, where the focus is on creating exceptional, handcrafted products rather than competing in the mass-market. Traditionally, rum has been associated with dark, strong blends that cater to certain demographics but Lalit believes it is changing now. Consumers are already showing a growing interest in higher-end rums, and Lalit expects to see many more new brands entering the market over the next few years.
The Rum Choice
In India, dark rums continue to dominate the market in terms of volume, largely due to their traditional pricing, which is significantly more affordable across most markets. However, there has been a shift when it comes to value. Premium rums, particularly in the white and flavoured categories, are catching up as consumers are increasingly seeking quality and unique drinking experiences over quantity. Over the past three to four years, the growth within the rum segment has been driven by white and flavoured rums.
These segments are appealing to a younger demographic and those exploring rum for its versatility in cocktails, contributing to their rapid growth. As Lalit explains, India remains predominantly an off-trade market and the company’s overall sales are currently skewed toward this channel. “This is especially so as we have launched in eight states across the country. However, in key markets like Mumbai, where we have invested most time and resources, our on-trade business has shown significant growth, now accounting for 50 percent of our sales,” he adds.
Marketing Approach
Building a strong on-trade presence takes time and dedicated effort, and Lalit and his team are approaching it strategically through initiatives like the ‘RockTail’ programme—a unique take on cocktails. This allows the company to engage directly with bars and restaurants, encouraging them to showcase the versatility of its rums in innovative and exciting ways. “With the introduction of flavoured rums, we are also witnessing the bar community experiment and pushing creative boundaries while incorporating our products into their menus,” he says.
Lalit believes there is an opportunity to build India’s next iconic rum brand that resonates deeply with consumers and shapes the future of the industry. “My vision for the next 15-20 years is to contribute to making rum a mainstream spirit in India, offering a blend of heritage, innovation, and quality,” he adds.
A Challenging Scenario
The challenges faced by domestic rum producers are often reflective of broader challenges across many categories, not just rum. A key area for support is the need for government policies to encourage Indian homegrown brands, aligning with the ‘Made in India’ theme. Consumers, today, are increasingly inclined to support local brands, and there’s a growing appreciation for home-grown products. “However, we see large global players entering the Indian market and capitalising on the country’s consumption growth story,” Lalit points out.
Indian brands, like those offered by Good Barrel Distillery, have the potential to compete with these global giants on a level playing field, but certain regulatory hurdles make it difficult. For example, sometimes the registration costs for homegrown brands are significantly higher than for imported brands, which creates a barrier for the smaller brands to enter the market and scale. Yet, Rock Paper Rum is one of the first Indian rum brands to directly compete with global players like Bacardi.