Those Good Distillers Launch Premium Sipping Rum IDAAYA in India

Amidst the resurgence of rum, Those Good Distillers introduce IDAAYA in India, a premium sipping rum rooted in ancient Indian wisdom and crafted in the Himalayas. This meticulously crafted dark rum embodies India's rich heritage of spirit-making, blending traditional methodologies with contemporary techniques to offer a memorable drinking experience. IDAAYA invites moments of stillness and reflection amidst everyday chaos.

Soon after its launch, IDAAYA gained international recognition, winning Double Gold at the International SIP Awards 2024 in Los Angeles. It also secured 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, establishing its status as a world-class spirit.

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

Master Blender Christopher Armes added, "I was intrigued by fusing Indian traditions with rum, which resulted in such a layered spirit. It's pleasing to have been so quickly appreciated."

Karishma further explained, “The rum category has seen a revitalization with many modernist players expanding this market. Noticing a gap in the premium segment without representation from India, we aimed to showcase the strength of Indian spirits internationally. It has been rewarding to receive recognition and awards on the world stage through blind tastings.”

Inspired by the methodologies of the Arthashastra, IDAAYA is made from the fermentation and distillation of sugarcane juice. The Himalayan mountains contribute to the rum's unique character, with high mountain altitude, crisp air, and spring water enriching its flavor. Aged for 12 years in Bourbon casks and blended in a Solera system in Sal wood casks, IDAAYA offers a deep, rich aroma and flavor profile.

The rum reveals notes of jaggery, vanilla, and all-spice, with caramel, dark chocolate, tropical fruits, and toasted vanilla unfolding with each sip, leaving a lingering taste of the Himalayas.

Currently available at duty-free shops in Delhi, Mumbai, and Bangalore, IDAAYA will soon be accessible in India’s premium restaurants and bars. Best enjoyed on its own or with a burnt orange twist, IDAAYA is a tribute to the art of fine rum-making in India.