India’s craft spirits industry is entering a new phase of diversification, and Third Eye Distillery’s latest move into spiced rum reflects a larger shift beyond gin-led innovation. The company, best known for its premium gin portfolio, has launched “Lost & Found,” a tropical spiced rum in Goa—marking its entry into a category that is seeing …
India’s craft spirits industry is entering a new phase of diversification, and Third Eye Distillery’s latest move into spiced rum reflects a larger shift beyond gin-led innovation.
The company, best known for its premium gin portfolio, has launched “Lost & Found,” a tropical spiced rum in Goa—marking its entry into a category that is seeing renewed global and regional interest. The launch is not just about adding another product but about expanding into a fast-evolving segment where storytelling and provenance are becoming key differentiators.
Positioned in the accessible premium segment at around ₹1,600, the rum is designed to appeal to urban consumers and experiential venues such as bars and destination hospitality spaces.
What sets this launch apart is its strong emphasis on lifestyle branding. Instead of a traditional retail-first strategy, the brand has been introduced through a collaboration with Goa-based cultural venue Hideaway, using music, community engagement, and curated cocktail experiences to shape its identity.
The product itself draws heavily from Indian roots—blending native botanicals and spices while tapping into the country’s long association with sugarcane and coastal trade. This positioning attempts to reclaim rum as part of India’s own heritage, rather than a category dominated by Caribbean narratives.
The Goa-first rollout also reflects a calculated strategy. With its strong tourism economy and established drinking culture, the state serves as a testing ground before expansion into markets like Maharashtra, Haryana, and Karnataka.
Industry experts see this move as part of a broader trend where Indian craft distillers are no longer confined to single categories. After building credibility in gin and experimenting with whisky, brands are now entering heritage segments like rum with a modern, premium twist.
In that sense, “Lost & Found” is more than just a new label—it represents how Indian alcobev brands are evolving into multi-category players, blending local identity with global ambition.
