India, March 25 -- Spaceman Spirits Lab (Spaceman), the pioneering craft spirits company behind the now iconic SAMSARA gin, is set to redefine India's spirits landscape once again with the launch ofAMARA, an Artisanal Pink Vodka. Infused with exotic fruit and delicate floral botanicals,AMARAhas been crafted from premium grapes and rice grains and refined through a five-fold distillation process.
Positioned in the Super-Premium category,AMARAwill compete with global vodka brands known for their smoothness and exceptional quality.AMARAis expected to become a 100,000 case global brand in the next three to five years.
Leading India Made Foreign Liquor (IMFL) maker Tilaknagar Industries (TI) would make its robust distribution network available to Spaceman brands, includingAMARA, for distribution across many states in India as well as in select overseas markets through a royalty agreement.
The decision to enter the vodka segment is backed by strong market insights and evolving consumption patterns among younger Gen Z consumers. According to IWSR Drinks Market Analysis, India's vodka consumption surged by 16.5 per cent in 2023, significantly outpacing historical trends. While value vodka still holds a 94 per cent market share, the premium and ultra-premium categories are witnessing exponential growth, with super-premium vodka expanding at an annual rate of 19.6 per cent from 2022 to 2023.
"India is experiencing a post-COVID drinking renaissance. Consumers are seeking elevated experiences, occasion-driven consumption, unique flavors, and ultra-premium-quality spirits," said Aditya Aggarwal, founder and managing director of Spaceman Spirits Lab. "WithAMARA, we're bringing craftsmanship and innovation into a category that is ripe for disruption," he added.
AMARAis an opulent blend of five-times distilled spirits, crafted from handpicked Bangalore Blue Grapes and rice grains from India'sDeccan Plateau for an exceptionally smooth profile. It is infused with strawberries, passion fruit, peaches, citrus, rose petals, lotus, and cherry blossoms, resulting in a delicate, fruit-forward profile and a signature pink hue. A first of its kind pink ruby filtration, enhancesAMARAbrilliance, purity, and silky-smooth texture.
"WithAMARA, we're not just launching a vodka; we're creating a movement," said Riddhi Aggarwal, co-founder of Spaceman Spirits Lab. "We want to redefine how vodka is perceived, served, and savored in India. Whether in a luxurious martini, a high-energy cocktail, or a celebratory shot,AMARAbrings a new level of elegance to India's vodka market."
Priced between INR 2,500 and INR 4,500 (depending on local state taxes) for a 750 ml decanter,AMARAwill be available in select premium retail stores, high-end bars and luxury hotels across Goa, Maharashtra and Karnataka, Haryana, Delhi, Rajasthan in a phased roll-out. International markets such as Global Travel Retail, UAE, UK and Singapore will follow in the second half of FY26.
Published by HT Digital Content Services with permission from FoodTechBiz.