IDAAYA Expands India's Premium Rum Market

Amidst the rising popularity of rum, Those Good Distillers introduce IDAAYA in India. This premium sipping rum, crafted in the heart of the Himalayas, is anchored in ancient Indian wisdom and tradition.

IDAAYA, a meticulously crafted dark rum, encapsulates India's rich heritage of spirit-making and blends time-honored methods with contemporary techniques. It offers a memorable drinking experience amidst the chaos of everyday life, providing moments of stillness, reflection, and solace.

Shortly after its launch, IDAAYA garnered international acclaim, winning a Double Gold at the International SIP Awards 2024, a Silver award for Rums made in Asia at The Asian Spirit Master 2024, and a Bronze at the International Wine and Spirits Competition 2024 in the aged category.

Karishma Manga Bedi, Founder and CEO of IDAAYA, stated, “IDAAYA strives to capture the essence of discovering a moment of reflection and the spirit of exploration in every bottle. We aim to offer our customers more than just a premium rum; we provide a unique experience that takes them through a doorway of limitless discovery with each sip. By prioritizing quality, authenticity, and innovation, we ensure that every bottle of IDAAYA represents our unwavering commitment to excellence in the spirits industry.”

IDAAYA’s Master Blender, Christopher Armes, commented, "I was particularly intrigued by the idea of fusing Indian traditions to the world of rum that enabled such a layered rum to be born. It's pleasing to have been so quickly appreciated."

Karishma further added, “Over the last few years, we have seen the rum category invigorated with many new modernist players that have helped expand this category. We noticed a gap in the market with no representation from India in the premium segment. It has been our endeavor to showcase the strength of the Indian spirits craft internationally. It has been extremely rewarding to see the recognition that we have received with various awards on the world stage through blind tastings.”

The creation of IDAAYA is inspired by the methodologies of Arthashastra, where ancient scriptures describe a drink made by fermenting and distilling sugarcane juice. The high mountain altitude, crisp cool air, and Himalayan spring water impart a unique character to the rum. The 12-year-old rum, aged in Bourbon casks and blended in a Solera system in Sal wood casks with Indian rum, adds depth of flavor and rich aromas.

This craftsmanship results in a smooth, well-rounded rum with a deep amber color. The nose reveals notes of jaggery, vanilla, and all-spice, while the first sip unravels caramel notes followed by dark chocolate, tropical fruits, dried fruits, all-spice, toasted vanilla, and oak. Each sip peels back layers of mystery, leaving the lingering taste of the Himalayas.

Currently available at duty-free shops in Delhi, Mumbai, and Bangalore, IDAAYA will soon be available in India’s premium restaurants and bars. It is best sipped on its own or with good company, on the rocks, or garnished with a burnt orange twist.