Tag Archives: Distillery News

Kerala’s New Liquor Policy, Open to More Distilleries, Breweries

The Kerala government has announced that it would allow for the establishment of distilleries, breweries and spirit manufacturing units as to check import of liquor from other states. The new policy has several concessions for production and distribution of liquor, in the state’s bid to increase revenues from excise.

Under the new policy, now liquor sale can happen in industrial parks. In 2022-23, the Kerala government had allowed liquor permits in IT parks. Another concession it has granted is to give a special one-day permit on dry days. Hotels with three stars or more, along with heritage and classic resorts, now can apply for a one-day permit to serve liquor on the first day of the month for business meetings, international conferences, and other gatherings. No permission is granted on other dry days.

As per media reports, the government had granted permission to set up a liquor manufacturing centre in Elappully, Palakkad and a controversy had erupted. Now the government is planning to be lot more liberal in allowing breweries and distilleries across the state. The new liquor policy builds on the previous year’s guidelines of allowing the establishment of distilleries and units for manufacturing extra neutral alcohol (spirits).

Kerala in 2023-24 had generated a revenue of ₹31,618.12 crore from alcohol and sale of lottery tickets, accounting for one-fourth of the total revenue of the state. Revenue from alcohol sales amounted to ₹19,088.86 crore, making it the larger of the two main sources. Income from lottery sales was recorded at ₹12,529.26 crore. These figures combined account for approximately 25.4% of state’s total income.

Radico Khaitan launches Spirit of Victory Pure Malt Whisky

Whisky is a tribute to the valour displayed by our Armed Forces during pivotal moments in history; company’s commits to contribute part of the revenue from every bottle to the welfare fund of the Indian Armed Forces.

Radico Khaitan Ltd. uncorked the Spirit of Victory, beginning with the Premium XXX Rum in 2017. In 2022 the Lemon Dash Rum was added to the flavoured white rum portfolio. Following these launches in the Rum category, the company has launched its latest Spirit of Victory 1999 Pure Malt Whisky.

Amar Sinha, COO, Radico Khaitan Ltd.

The Spirit of Victory whisky is a tribute to the valour displayed by our Armed Forces during pivotal moments in history. This special collection pays homage to the bravery and sacrifices made by our soldiers in the 1965, 1971, and the poignant Kargil War of 1999. What makes this launch special is the company’s commitment to contributing a part of the revenue from every bottle sold to the welfare fund of the Indian Armed Forces. At the helm of this spirited journey is Amar Sinha, the Chief Operating Officer of Radico Khaitan, steering the company beyond being a beverage provider.

The Spirit of Victory 1999 Pure Malt Whisky involves blending different single malts, sourced globally, and expertly mixed with Radico’s Indian single malt to create a drink that is not only outstanding, but carries deep meaning. The story of the such an endevour begins in 2017 with the launch of the 1965 Spirit of Victory Premium XXX Rum.

By 2022-23, it achieved a significant milestone by selling over 1 million cases, receiving Gold Quality Awards for six consecutive years (2018-2023) at the Global Monde Selection Awards. The Spirit of Victory Lemon Dash Rum, introduced in 2022, expanded the line, entering the flavoured white rum territory. Both variants have become favourites, marking the 7th brand of the company to achieve the million- case club in March 2023.

The company is looking at reaching into the hearts and minds of consumers. From the ‘1971 War Chronicles’ animated series to the ‘Battlefield Dossier’ series on the “Spirit of Victory” YouTube channel, these efforts aim to educate the younger generation about patriotism and preserve the inspiring stories of our armed forces.

With the alcohol industry leaning towards premiumisation, the success of the 1965 Spirit of Victory Rum positions Radico Khaitan at the forefront of the premium category, challenging stereotypes and reshaping the industry.