Ochre Spirits has announced its entry into Maharashtra, one of the country’s most influential and fast-evolving markets for premium alcohol. This strategic move is poised to reshape the company’s growth trajectory, with the state expected to contribute over 25% to its consolidated portfolio over the next three years. Maharashtra’s premiumisation story Maharashtra already represents a ₹23,250 crore …
Ochre Spirits has announced its entry into Maharashtra, one of the country’s most influential and fast-evolving markets for premium alcohol. This strategic move is poised to reshape the company’s growth trajectory, with the state expected to contribute over 25% to its consolidated portfolio over the next three years.
Maharashtra already represents a ₹23,250 crore excise market, with premiumisation rapidly accelerating. Nationally, premium and luxury spirits now account for around 10% of India’s total spirits market value, a share that continues to rise, supporting a credible high-single to low-double digit growth runway for Maharashtra’s premium segment over the next 3–5 years.
In line with this and after establishing a strong foothold in Goa and Pondicherry, Ochre Spirits is now deploying its acclaimed craft portfolio across Mumbai, Pune, Nagpur, and Aurangabad, targeting leading retail channels and the state’s most dynamic on-trade venues.
“Maharashtra is a state of incredible diversity, ambition, and taste,” says John Royerr, Founder of Ochre Spirits. “From Mumbai’s cosmopolitan energy to Pune’s vibrant youth, and Nagpur and Aurangabad’s expanding premium consumption, Maharashtra represents an India in transition. Entering this market is both an emotional and strategic milestone for us.”
Distribution for Ochre Spirits’ Maharashtra rollout will be managed by Drunken Monkey Beverages Pvt. Ltd., a company led by Directors Amit Vasandani and Sunny Asrani. Recognised as one of the state’s most forward-looking premium spirits distributors, Drunken Monkey leverages extensive category expertise, robust retail partnerships, and a strong operational footprint across the region to ensure strategic market penetration.
“Ochre Spirits enters Maharashtra at a time when consumers are seeking newer, more contemporary brands,” says Sunny Asrani, Director, Drunken Monkey Beverages Pvt. Ltd. “Ochre has all the markers of a strong modern spirits house with clarity of vision, distinct product identity, and a portfolio built for scale. We believe it is well-positioned to become one of the most influential new-age brands in Maharashtra’s premium segment.”
Each expression is crafted to deliver a distinct, layered experience. Nutty Berry Rum melds warm, nutty undertones with a rich berry finish. Mango Citron Rum offers a refreshing interplay of raw mango and zesty citrus. The Peach & Cherry Vodka stands out for its vibrant fruit character and aromatic finesse, while Saffron Vodka is positioned as a luxurious pour, marked by its golden hue and silky texture.
