Indian Cofee Gets A Liqueur Kick

While craft cocktails and speciality coffee are reshaping India’s drinking habits, it is unfortunate that not many homegrown brands are capitalising on this trend. Noticing this conspicuous gap, two visionaries set out to fill it with Quaffine, a 100 percent homegrown cold-brew Arabica coffee liqueur. Born out of passion, expertise and a deep appreciation for India’s rich coffee heritage, Quaffine is redefining what a domestic craft spirit can be. OLSON Pereira, Co-founder of Indie Brews and Spirits, the parent company of Quaffine, shares with VIBHOOTI Bhatnagar, how he along with ISSAC Mani, CEO and Co-founder created an all-natural liqueur that celebrates Indian terroir while carving a distinct identity on the global stage.

The premium liqueur segment in India is often overlooked, contributing less than one percent of the overall liquor sales, yet it plays an outsized role in the on-premise market where even a 15 ml pour can transform a cocktail. Interestingly, classic cocktails like Margarita, Cosmopolitan, Sex On The Beach, Black Russian and Espresso Martini cannot be imagined without liqueurs.

Unfortunately, the category is largely dominated by international players. Olson notes, “While a few Indian heritage liqueur brands existed before we launched, these catered to the value seekers,” lacking the refinement demanded by premium segments. He recognised this opportunity early on. “More than an opportunity or gap, I truly felt it was the need of the hour for a 100 percent homegrown premium liqueur from India,” he adds.

This is when Olson along with Issac set out to redefine the premium liqueur category with the launch of Quaffine, a distinctly Indian, cold-brew coffee liqueur. “Our intent was to launch a world-class product which is all natural using specialty Arabica coffee beans from the pristine estates of Chikmagalur,” informs Olson.

A Journey of Discovery

Quaffine’s journey is intertwined with the unique constraints imposed by the Covid-19 pandemic. The development began in October 2021, when travel restrictions confined Olson’s work to his home in Vasai. “Quaffine is a COVID baby,” he reflects. “Hence, the initial approach was to connect with various coffee roasters.” But over time, the brand shifted focus to working directly with farmers.

The pandemic created challenges but also opportunities for experimentation and innovation without distractions. Olson’s trials involved balancing cold brew coffee, grain spirit and sugar. His first attempt was a “terrible failure,” but the second confirmed the right path, helping him achieve the signature balance Quaffine is known for today.

Olson’s bartending background and years of working abroad in Dubai, Lebanon, the UK and Europe, too, helped him understand the various spirit categories, their history and processes which makes them unique. “I gathered knowledge and skills which were put into practice while crafting this exquisite spirit,” states Olson.

During his experiments, Olson was astonished to find so many differences in the flavour profiles and the spectrum of flavours coffees can offer based on terroir, processing, roasting, and etc. “One of the coffees I worked with tasted of guava, the other one felt like campfire smoke,” he says. Olson was inclined towards the coffees from Chikmagalur because they offered the finesse he was seeking for in his liqueur.

Striking The Perfect Balance

Quaffine’s alcohol content of 25 percent is higher than many competitors. It contains roughly one third of the sugar found in other coffee liqueurs, delivering less sweetness and a cleaner finish.

“Traditional liqueurs use nature identical extracts, colouring, acidity regulators and sometimes thickening agents. We use cold brew as a base along with rice spirit and granulated sugar to adjust the sweetness,” informs Olson.

Additionally, each bottle contains about 65 grams of coffee, which is a delight for those who enjoy sipping on 100 percent Arabica cold brew. While most coffee liqueurs swear by their dark roast, Olson went against all odds to create the brand’s signature profile with a medium-dark roast. “The current flavour profile was locked in because of its nostalgia. It reminded this 80’s kid of Coffee Bite and few of my friends referred to it as Kopiko,” he reminisced.

 Celebrating Coffee’s Legacy

The label is one of the most important communication tools and Olson understood this well, which is why he just didn’t ensure the label decorates the bottle, but also narrates the 1,200-year journey of coffee.

Olson spent months researching on coffee, its origins and how it travelled across the world. “Through my research, I came across multiple interesting stories which we bartenders were never aware of. These untold stories later became a part of our branding,” he maintains.

The label highlights the journey of coffee, right from its origin in Ethiopia to how coffee travelled to India and Brazil and how certain empires played a crucial role in spreading coffee across the world.

According to the Co-founder, “Storytelling acts as a bridge which connects the coffee and the liquor world.” And for consumers, it builds relatability, appreciation and interest, transforming a simple commodity into a cultural icon that invites consumers to learn more about one of life’s most important ingredients.

What ‘Truly Homegrown’ Means?

Every component used in Quaffine Cold Brew Coffee Liqueur, from packaging to the liquid, is procured from India making it “truly homegrown”. However, for Olson, being truly homegrown goes beyond sourcing ingredients domestically. It embodies a philosophy to redefine the coffee liqueur category with authenticity and pride in Indian terroir and craftsmanship.

Olson highlights the tertiary planting systems of Indian estates like coffee grown under a canopy of trees, supported by nitrogen-fixing species and intercropping as central to the distinctive flavour range Indian beans can deliver which international counterparts cannot replicate.

Overcoming Obstacles

As India’s first homegrown cold brew coffee liqueur, Quaffine faced challenges in building distribution and brand awareness. “In the initial days, it was difficult to win the confidence of bigger distributors. The brand had to prove in terms of quality, persistence etc. But today we are grateful to be on the other side,” says Olson.

The Indian liqueur category has grown at over 60 percent in the past five years, yet awareness among consumers lacks. Olson found that people had sparse knowledge about the category (its origin, types, production methods, etc.). To address this, Quaffine’s team held plenty DIY masterclasses with consumers where they were first educated about the category and then told what made the brand stood out.

Additionally, the trainings explored the different varieties of coffee like green and roasted beans, and handling them, cold brew processes, and finally comparative tastings between traditional and cold-brew coffee liqueurs. Those programmes proved effective as attendees could identify differences in flavour, viscosity and colour and were persuaded by the liquid’s authenticity.

Olson credits the success of the brand to his team. “We have accepted that this journey isn’t going to be easy and have complete faith in the liquid. Smallest wins are celebrated and together we overcome every obstacle,” he says.

Beyond Coffee

India’s coffee industry has seen a significant domestic consumption growth rate from 2012 to 2024, fuelled by younger consumers prioritising quality and experience. It is further estimated to grow at 7-10 percent annually, offering a ripe opportunity for craft players to explore various styles of coffee spirits and capitalise on evolving consumer tastes.

In this regard, Quaffine has already experimented with limited editions like Christmas Cake Edition (2023) and Gingerbread Man (2024).

While the bigger plan for Indie Brews and Spirits, the parent company of Quaffine, is to keep expanding the liqueur category with multiple offerings beyond coffee, Olson also looks to explore other spirit categories, aiming to leverage his expertise to innovate further.