AAHAR’s Madhu Mandapam brings brands closer to consumers

The second day at Madhu Mandapam, India’s first-ever dedicated platform for alcoholic beverages at AAHAR 2025, was nothing short of a spirited affair. With a surge in footfall, the venue buzzed with energy as industry leaders, hospitality professionals, chefs and liquor enthusiasts gathered to explore the finest offerings from the world of spirits and brews.

With an impressive lineup of domestic and international powerhouses—including Diageo, Carlsberg, Allied Blenders & Distillers (ABD), Uppal Breweries & Distilleries (UBD), Alcobrew Distilleries, Mohan Meakin, Amrut Distilleries, India Glycols Ltd, and Rock and Storm Distilleries—the exhibition floor transformed into a paradise for connoisseurs. From luxurious single malts to artisanal craft spirits and refreshing brews, every sip was an experience in itself.

“This type of concept is new to me. I’ve been visiting AAHAR for many years but for the first time I can see that brands like Golfer’s Shot and Carlsberg are promoting their products. Generally we consume products but don’t know much about them. Here, they are also educating about the products which is very nice,” shared an excited visitor on Wednesday.

For beer lovers, Carlsberg’s latest offerings turned heads, while rum enthusiasts discovered the bold flavours of Old Monk Coffee Rum.

“The experience is very nice because I got to know about Carlsberg's new beer and the Old Monk Coffee Rum which I didn’t know about before. I tasted Soorahi whisky, I tasted Old Monk Coffee Rum and now I’m having Carlsberg Smooth. This is amazing. Can’t compare it with any of the beers I’ve been mostly drinking,” another visitor exclaimed.

Hardy Josy, Manager and CEO of Emballages Hardy from Belgium, explored the vibrant showcase and was pleasantly surprised by the richness of Indian whiskies, recognising them as strong contenders alongside Irish and Scotch classics. “We just tasted Allied Blenders’ whisky and it’s very good. We’re from Belgium where we usually prefer Irish whiskies. But Indian whiskies are surprisingly good,” he commented.

Organised by Spiritz in collaboration with FIFI, ICF, and HPMF, this pioneering initiative marks a significant moment for the alcoholic beverage industry. The India Trade Promotion Organisation (ITPO) has extended a unique opportunity to Spiritz to curate this one-of-a-kind experience, setting the stage for an industry revolution.

Running from March 4-8 at Hall 01, First Floor (near Gate No. 06), Madhu Mandapam promises an exciting lineup of discussions, tastings, bartending competitions and interactive experiences. Meanwhile, the highly anticipated FIFI Pavilion is set to elevate engagement to new heights, ensuring visitors an even more immersive journey into the world of spirits.