India’s homegrown liquor brands are redefining the market by merging age-old traditions with modern packaging that reflects the country’s diverse cultural heritage. From detailed hand-drawn illustrations that celebrate local history to handcrafted bottle stoppers inspired by ancient Indian architecture, these brands stand out with designs that tell stories as rich as the spirits they hold. Here are some of the most innovative brands that are combining tradition and contemporary design to create unique identities in the ever-growing world of Indian alcohol.
Goenchi Feni, Goa’s beloved spirit, is an ode to the beach town’s rich history and local culture. Designed by Studio Bigfat, this brand’s packaging dives deep into the feni-making process with remarkable hand-drawn illustrations that capture every stage of its production. The design also highlights the iconic ‘Garrafãos,’ traditional glass carboys used to store feni, which can be found in many Goan homes. By celebrating the hardworking individuals behind the process and emphasizing local craft, Goenchi Feni stays true to Goa’s roots while appealing to a new generation of drinkers.
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Tāmras Gin, another Goan gem, brings Greek mythology to life through its lotus-eater theme, inspired by the owners' storytelling backgrounds. Anant Ahuja, co-founder of Irregulars Alliance, explains how the dreamy, intricate illustrations used in the packaging build a story of relaxation and indulgence. The city of Goa finds its way into the design through colors and motifs drawn from the iconic Azulejos tiles that adorn its streets. To complete the narrative, the design is screen-printed directly onto the bottle, blending art and alcohol in a seamless experience that draws you into the world of Tāmras.
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Crafted by Quick Brown Fox, Terai Gin combines India’s rich cultural heritage with modern design. The bottle’s faceted structure, inspired by ancient Indian architecture, pays homage to the hand-carved pillars of traditional temples. What sets Terai apart is its use of handcrafted stoppers made by artisans in Channapatna, South India, using the region’s famed ivory wood and vegetable dyes. These stoppers, reminiscent of the lacquered wooden toys Channapatna is known for, offer a tactile connection to Indian craft traditions. Terai’s label also incorporates bold illustrations inspired by colonial-era Indian Rupee coins, with the botanicals used in the gin brought to life through sculptural embossing and copper foil accents.
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Makazai, meaning ‘I want’ in Konkani, brings the coastal charm of Goa to life through its bottle design. Featuring the Olive Ridley turtles, known for their nesting along Goa’s beaches, the packaging by Bidisha Roy Chowdhury captures the essence of the state’s sunny shores. The pastel hues of blue, green, and pink evoke a sense of calm, while the smooth, oak barrel-aged rum inside mirrors the brand’s laid-back tropical vibes. Available in both white and dark variants, Makazai is a boutique spirit that’s best enjoyed on the rocks, allowing its nuanced flavors to shine through.
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Stranger & Sons is a homegrown gin that has made a global name for itself with its unique Indian botanical mix and charming, eccentric packaging. The bottle is adorned with playful illustrations that reflect the chaotic and colorful nature of India, from mythical creatures to bustling marketplaces. The brand cleverly combines traditional Indian ingredients such as pepper, coriander, and nutmeg with a modern, quirky aesthetic that appeals to adventurous gin lovers both in India and abroad. Stranger & Sons’ whimsical label tells a story of mystery and intrigue, much like the gin itself.
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