As Millennials and Gen Z Reshape Karnataka’s Drinking Culture, Ochre Spirits Enters with a New-Age Artisanal Portfolio

• Company plans to establish a strong footprint across 2300 plus premium on-trade and retail outlets across major cities within the state over the next 12–18 months 
• Sets ambitious sales target of 18,000–22,000 cases over the next two years across the portfolio

New Delhi/Karnataka, 21st January 2026: Karnataka’s Alcobev landscape is undergoing a radical transformation as Millennials and Gen Z consumers fuel unprecedented demand for premium, artisanal spirits. According to recent estimates, South Indian states accounted for 58% of Indian-Made Foreign Liquor (IMFL) sales revenue in FY25, with Karnataka leading the nation at 17%. While IMFL whisky sales saw muted growth at just 1.4%, hindered by general elections, excise policy shifts, and high state levies, premium and luxury segments continue to see strong demand, reflecting a generational shift toward quality and experience. Recognizing the state’s burgeoning taste for innovation and authenticity, Ochre Spirits, one of India’s fastest-growing artisanal spirits brands, has announced its official foray into the state, tapping into one of the country’s most influential consumption hubs.

With Bengaluru at the epicentre of India’s cocktail renaissance and on-premise experimentation, the state has become a magnet for new-age brands seeking to connect with consumers prioritizing quality, provenance, and experiential drinking. Ochre Spirits will roll out its flagship portfolio, including Nutty Berry Rum, Mango Citron Rum, Peach & Cherry Vodka, and Saffron Vodka, across top-tier retail and on-trade channels, targeting the fast-maturing premium segment.

Ochre Spirits’ entry into Karnataka follows successful launches in Goa, Pondicherry, and Maharashtra. In Karnataka, the brand plans to establish a strong footprint across 2300 plus premium on-trade and retail outlets across major cities within the state over the next 12–18 months, with a targeted sale of 18,000–22,000 cases over the next two years across the portfolio. This expansion aligns with Ochre Spirits’ broader portfolio growth strategy, as it scales its range of craft rums, flavoured vodkas, and new category innovations tailored for the evolving premium consumer.

John Royerr, Founder of Ochre Spirits, said, “Karnataka represents one of the most structurally evolved alcobev markets in the country, where consumption is no longer driven by price or habit, but by intent and taste. What we’re witnessing is a decisive shift led by Millennials and Gen Z, who are shaping demand around brand credibility, brand philosophy, and cultural relevance rather than legacy alone. Karnataka offers the depth, maturity, and openness required to build a long-term, category-shaping brand, making it a critical market as we enter our next phase of disciplined growth.”

At the heart of Ochre Spirits’ new-age artisanal approach is a portfolio made for adventurous palates. Nutty Berry Rum layers nutty richness with berry complexity; Mango Citron Rum delivers a burst of tropical zest; Peach & Cherry Vodka is celebrated for its expressive aroma; and Saffron Vodka offers a golden, silky finish that feels truly luxurious. For young consumers who value story, innovation, and authenticity in every sip, Ochre Spirits delivers a lineup that’s as bold and creative as they are.

With Millennials and Gen Z leading a shift toward more creative and experiential drinking, Ochre Spirits is embracing the moment by expanding its portfolio beyond the expected. The company is gearing up to launch an Agave spirits line and a contemporary Indian Gin crafted for urban tastes, with plans to follow up with a premium, India-inspired whisky. This vision cements Ochre Spirits’ ambition to become a true multi-category craft powerhouse, one that evolves alongside the new aspirations of India’s next generation. Karnataka, with its sophisticated clientele and trendsetting on-trade venues, is poised to be a key market in bringing this ambition to life.