MUMBAI: India’s premium spirits market has a new player with continental ambitions. Puranique Spirits launched its Indian operations in Mumbai on 7 October with nine-times-distilled vodka and VSOP cognac, betting that the country’s growing appetite for luxury tipples will fuel rapid expansion. By the end of 2026, the company plans to offer 24 premium products across five categories.
The timing is strategic. India’s premium spirits segment is booming as disposable incomes rise and younger drinkers trade up from domestic brands. Puranique, which draws from distilleries in Cognac, France and the Scottish Highlands, hopes to ride that wave with products already sold in 18 countries. The company claims two decades of European distilling pedigree, producing award-winning cognac, armagnacs, liqueurs, gin, rum, absinthe and akvavit.
“India is at the heart of the global premium spirits growth story,” said Puranique Spirits India promoter & chief executive Anoop Mohan at the Taj Lands End launch event. He framed the expansion as a “cultural bridge” between European craftsmanship and Indian taste, name-checking deepening UK-India trade ties for good measure.
Puranique Spirits chairman Rahul Puranik struck a more measured note. “Bringing them to India feels like a natural progression in our journey,” he said, adding that the full portfolio rollout would create a “complete premium spirits ecosystem.”
Country head for India, Viren Moholkar promised “authenticity and unmatched quality” across 24 offerings spanning cognac, gin, rum, vodka and artisan craft spirits.
The company also unveiled veteran actor and filmmaker Mahesh Manjrekar as brand ambassador. Manjrekar delivered the expected platitudes about heritage, craftsmanship and refinement, declaring Puranique a brand that “doesn’t just create beverages, it creates experiences.”
Whether Indian consumers agree depends on pricing, distribution and whether European pedigree translates into repeat purchases.
India’s premium spirits market is crowded and unforgiving. International brands jostle for shelf space whilst domestic players like Diageo’s McDowell’s and Pernod Ricard’s Imperial Blue dominate volume. Puranique’s challenge is carving out enough premium territory to justify an ambitious 24-product pipeline within 16 months. The company’s European heritage may open doors, but execution—and taste—will determine whether it stays for the long haul.
