Turning Rum into a world-class spirit

India has shown massive growth in the prestige segment, with premiumisation driving growth in the spirits category. This explains why Those Good Distillerss, the makers of IDAAYA Himalayan Sipping Rum, are excited about the opportunity it represents at large. And the company’s Founder and CEO, Karishma Manga Bedi, believes that it is currently ahead of the curve with the market geared to move towards quality products.

The high-end rum market is globally at USD 3.6 billion and is continuing to grow at a steady pace, showcasing a major comeback for this category in the years to come. With a steady growth in the rum category internationally and seeing how quickly it is growing in India, it is safe to say that the time for rum is near.

While nostalgia still holds strong, the consumer today is more open to experiences and discoveries than ever before and for the same reason, new-age rums are what one should look forward to today. “IDAAYA is true to its testament of presenting a world- class spirit, luxury that has been crafted in its bottles and an infinitely unmatched experience,” says Karishma.

IDAAYA Rum USPs

IDAAYA is small-batch production rum that is made unhurriedly and uncompromisingly in the Himalayas. The company uses ancient Indian methodologies in its processes along with the best-in-class Solera method to bottle the rum. The end result is a product that is highly nuanced and upon tasting, is a true discovery.

Prior to its launch in June 2024, IDAAYA received international acclaim by winning a double Gold at the International SIP Awards 2024, the only internationally recognised consumer judging spirits competition based in Los Angeles, California. Additionally, it earned Silver at The Asian Spirit Masters and a Bronze at the International Wine and Spirits Competition 2024, further solidifying its status as a world-class spirit.

Eventually, the company believes that taste is the true testament of the product and the promise of quality is what will drive consumer sentiments in the future. There has been a shift at a global level in the rum industry. As consumer preferences evolve, the industry is seeing diversification in taste profiles such as coffee and citrus-flavoured rums or even rum-based RTDs. In this context, the portfolio of spirits offered by Those Good Distillerss will be aimed at creating quality liquids that are true to the spirits with innovation in the craft of making the liquid. However, the company does not foresee itself partaking in the flavoured rum space. “We would like to be a part of the consumer journey by bringing to them authentic and modern representation for best-in-class spirits,” is how Karishma puts it.

A narrative change in Rum

Today, the complexity and sophistication that is being implemented in rum making has allowed it to take centre-stage with a more nuanced and novel approach. In recent times, there has been a change in narrative away from old lore to talks about processes, craft and experience of sipping, that the team at Those Good Distillerss thinks is shaping the context for a modern outlook to rum. 

Strategies for Unlocking Potential

According to Karishma, Those Good Distillerss is as yet still at a very nascent stage for what shall be a rum renaissance in the near future. “The opportunity in itself should be looked at more with a qualitative sense versus purely quantitative and I think the eventual difference will come down to the quality of product, brand commitment and promise, and drinking experience,” she elaborates. Complex liquids need time and education for the consumer to truly appreciate it.

While simpler liquids are easily blended into cocktails that account for commercial success, on the contrary, complex liquids build brand stature and elevation. “You are not merely having a drink, you are partaking in an experience. I believe the Indian audience is a discerning consumer that is looking for newer and more elevated experiences. This is shown through studies on the current alcohol-based industry that indicates how growth is being driven by the prestige segment,” Karishma explains.

Marketing Approach

Those Good Distillerss has a slow and sure approach to its brand and it has perfectly worked for it as it has so far received a positive and heart- warming response. Just the way care has been taken in IDAAYA’s curation, with the same care, it has approached the brand journey with the consumer.

IDAAYA is a discovery, so be its website www.idaayaspirits. com or its Instagram page and the future market reveal too will have the same authentic tone like the brand. “We are currently only accessible via travel retail and available at international duty-free in New Delhi, Mumbai, Bengaluru and soon at Hyderabad. Soon, we will be available in New Delhi, Haryana and Goa,” informs Karishma.