Idaaya sipping rum
| Photograph Credit score: Particular Association
It was whereas sipping on what she calls “a very nice rum” someday through the lockdown, that Delhi-based Karishma Manga Bedi and her husband Samrath Bedi arrived on the unlucky conclusion that there isn’t a rum from India within the status phase which has managed to create a mark for itself. Karishma, with a background in branding and luxurious items, turned that remark right into a marketing strategy.
The premium darkish sipping rum Idaaya from These Good Distillerss was launched at first of June this yr. It has already managed to shake issues up by successful a few prestigious awards together with a Double Gold on the Worldwide SIP Awards 2024, a Silver award for Rums made in Asia at The Asian Spirit Grasp 2024 chaired by The Spirits Enterprise and a Bronze on the Worldwide Wine and Spirits Competitors 2024 within the aged class. “The fantastic suggestions which the liquor has acquired has been reaffirming for us and for our beliefs in what we’re doing,” says the 40-year-old founder and “chief all the things” officer.
Idaaya sipping rum
| Photograph Credit score:
Particular Association
The Indian rum market is flourishing, projected to succeed in $3.5 billion by 2031, in response to a Straits Analysis report. “Rum is present process a worldwide renaissance,” says Karishma. “Following gin and tequila, rum is poised for important development. It will distinguish these focussed on constructing a model legacy from these merely chasing numbers. Our focus is on each model and legacy.”
Creating the mix
Karishma’s imaginative and prescient for Grasp Blender Christopher Armes (UK) was a premium rum that embodied fashionable, subtle India. ”I wished a balanced liquid, neither overtly masculine nor female, avoiding extreme smoke or sweetness,” she explains.
Collectively, they sampled greater than 60 totally different rums from throughout the globe earlier than zeroing in on one from Panama, Latin America. “Our rum is made utilizing this distinctive 12-year-old rum, which is then blended with Indian rum and married utilizing a Solera course of – the place some a part of the liquid from the unique batch is retained within the casks permitting for a continuity in style profile, earlier than bottling. We use age-old Indian processes like Dhoopan (smoking) and Lepam (anointing) to the casks to cleanse and seal them earlier than the liquid is launched. This course of, just like the totally different casks in Scotch, has imparted a fancy style and profile to the liquid. It’s closely nuanced in its course of which is obvious within the eventual style of the rum,” says Christopher.
Karishma Manga Bedi, Founder and Chief All the things Officer
| Photograph Credit score:
Particular Association
The usage of water from the snow-capped Himalayas, identified for its purity, blended with the rum in sal wooden casks utilizing the Solera system — a observe native to the Himalayan area of India, contributes to the rum’s easy and well-rounded character and in addition lends it its title which implies mystic vitality from the Himalayas. To the nostril, it reveals notes of jaggery, vanilla and all-spice and on the primary sip, slowly unravels caramel notes adopted by scrumptious notes of darkish chocolate, jaggery, tropical fruits, dried fruits, all-spice toasted vanilla and oak.
The Himalayan affect
Created and bottled at their distillery in Jammu, the amber liquid is housed in a heavy-bottomed glass bottle with etchings of the Himalayan Mountain vary wrapped throughout it. The cap and lettering are in copper with the previous’s design impressed by a compass. “Our tagline is ‘Maintain Searching for’, which is to say that there ought to all the time be area for discovery and curiosity, which is what the journey of this product has been for us,” says Karishma.
At present obtainable at duty-free at Delhi, Mumbai and Bengaluru airports, with Kochi and Hyderabad following quickly, they plan to introduce the liquid within the Indian market within the subsequent couple of months in addition to in the UK.
A 750 ml bottle of Idaaya rum prices ₹7,500-11,700 relying on excise taxes and different laws
