This website uses cookies so that we can provide you with the best user experience possible. Cookie information is stored in your browser and performs functions such as recognising you when you return to our website and helping our team to understand which sections of the website you find most interesting and useful.
News
Maharaja Drinks introduces non-alcoholic Indian drinks brand to the UK
The retailer, which specialises in importing Indian drinks to the UK, has partnered with non-alcoholic drinks brand Borécha, bringing its canned cocktails to the market for the first time.
View this post on Instagram
Borécha is an Indian drinks brand focused on functional beverages. The brand produces twists on traditional Indian drinks including Masala Cola and Sparkling Strawberry Lemon.
Now, Maharaja Drinks is bringing Borécha’s range of non-alcoholic cocktails to the UK for the first time. Ahead of Dry January 2025, four of the brand’s drinks — Borécha Berry Margarita, Borécha Cranberry Cosmo, Borécha Fiji Fruit Punch and Borécha Lemon Martini — will be available in the UK.
Ishan Varshnei, co-founder and CEO of Latambarcem Brewers, the maker of Borécha, praised the UK’s “vibrant craft beverage scene, with its growing curiosity for innovative and health-focused drinks”.
He said: “We’re excited to introduce Borécha to this dynamic market, showcasing the unique flavours and craftsmanship that define our brewing. Partnering with Maharaja Drinks, we’re confident in our ability to connect with UK consumers who appreciate quality, innovation, and the distinct character of our products. With this collaboration, we are poised to grow exponentially as we bring premium Indian beverages to the UK market.”
Maharaja Drinks recently launched in the UK with the intention of importing alcoholic and non-alcoholic Indian beverages. The retailer‘s range includes wines, beers, whisky, rum, vodka and gin. Its selection of non-alcoholic drinks include green tea cocktails, ice teas and kombucha, as well as teas and coffees.
Ipe Jacob, co- founder of Maharaja Drinks, said of the new partnership: “Our mission is to shake up what UK drinks enthusiasts understand of both India and its rich array of crafted drinks. We know that ongoing premiumisation, rapidly rising quality standards, improvements to the regulatory frameworks and reduced tax burdens on alcohol businesses in India have all driven a rise in entrepreneurship and startups in the Indian domestic market, opening up doors for this new dynamic wave of disruptors in the UK beverage market.
“We know we have a ready-made audience of UK born Indians who we will appeal to, but with new products and high-quality premium drinks including healthy drinks and lower alcohol, we think we will capture a broader Gen Z and Millennial drinks consumer, who have been demonstrating their spirit of exploration and adventure for some time now.”
Related news
Heineken's United Breweries halts beer supply in Indian state
Fugitive tycoon Vijay Mallya challenges Indian authorities over £700m asset seizures