Traditional Indian spirits Mahua and Goan Feni hit the UK market for the first time | World News

Traditional Indian spirits Mahua and Goan Feni have entered the UK market this week as demand for traditional and craft drinks grows.The launch is led by UK retailer Maharaja Drinks, which has launched a new range including three Feni variants and a Mahua spirit.Feni is a Goan spirit made from cashew apple or coconut juice, represented by products offered by Goenchi Feni and Goa Heritage Distilleries, including the spiced variant OURO De Goa. The product is made using small-batch distillation methods and natural ingredients.Mahua is a flower-based spirit traditionally associated with tribal communities in central India and is currently being introduced through a variant produced by Desmond Ji in Andhra Pradesh.“India has a remarkable range of traditional spirits, each rooted in centuries of craftsmanship and stories,” Annabel Jamieson, CEO of Maharaja Drinks, was quoted as saying by news agency PTI. She added that British consumers’ interest in authentic local flavours was rising.Producers say the move is aimed at bringing India’s traditional spirit to a wider audience while also attracting Indians living in the UK. Goenchi Feni co-founder Yash Sawardekar said the expansion will help reposition Feni as a globally recognized spirit.DesmondJi Mahua founder Desmond Nazareth describes the drink as a long-neglected product with deep cultural roots. “Mahua is a national treasure of India that has been hidden in plain sight,” he was quoted as saying by PTI.Maharaja Drinks said the launch coincides with the expansion of its product portfolio in the UK, which includes Indian absinthe and liqueurs made from botanicals, spices and fruits.Founded by Ipe and Adam Jacob, the company has been operating in the UK for the past two years and focuses on a selection of Indian wines, beers and spirits.The move reflects a wider trend of growing global interest in traditional and craft spirits.