Overview: The Adie Broswon Group has introduced MOOOZ Sparkle Jamun Vodka, marking a strategic entry into the premium spirits sector with a focus on indigenous ingredients. Launched on July 28, 2026, this release targets the growing demand for flavored vodka within India’s modern beverage landscape.
The Full Story
The launch signifies a shift toward homegrown flavors as consumers seek quality-led brands combining global standards with authentic local taste experiences. MOOOZ Sparkle Jamun Vodka is crafted to reflect the country’s own fruits, botanicals, and culinary heritage, moving away from traditional citrus or imported fruit profiles that have historically dominated flavored spirits. The product is currently available across Delhi, Haryana, and Uttar Pradesh, positioning itself within a market where flavored variants accounted for nearly 10 million of approximately 16 million vodka cases consumed in India in 2025.
Industry estimates suggest the segment is growing at nearly 16% annually, significantly outpacing plain vodka, aligning with broader observations that premiumisation and local relevance are shaping consumer choices. While citrus, berry and imported fruit profiles have traditionally dominated flavored spirits, Indian consumers are increasingly gravitating towards flavours inspired by the country’s own fruits, botanicals and culinary heritage. Jamun, with its distinctive sweet-tart character, nostalgic familiarity and versatility in cocktails, has emerged as one of the alcobev industry’s most exciting flavour inspirations, reflecting the growing appeal of products that celebrate India’s own ingredients.
Production & Profile
Crafted using rice sourced from Punjab, Extra Neutral Alcohol, and demineralised water, the spirit undergoes a rigorous production process. Every batch is subjected to triple distillation followed by a proprietary Platinum, Gold, and Diamond filtration process. This methodology results in a clean, smooth vodka suited for both straight serves and contemporary cocktails.
The versatility allows the spirit to be enjoyed over ice, paired with soda or tonic, or mixed into fruit-forward cocktails suitable for casual gatherings and elevated home entertaining. Developed under Adie Broswon’s contemporary MOOOZ portfolio, the new expression combines authentic Indian flavour inspiration with world-class craftsmanship.
Brand & Industry History
The Adie Broswon Group is a diversified Indian conglomerate with interests across sugar, brewing, distillation, and renewable energy. Headquartered in Delhi NCR, the Group operates a fully integrated 170-acre agro-industrial complex in Kiri Afgana, Batala, comprising a sugar mill, three distilleries, and a brewery supported by over 6,000 professionals. Guided by the philosophy “Victory in Every Field” and built on the legacy of Late S. Hardeep Singh Chadha, the Group continues to scale under the leadership of Mrs. Jasdeep Kaur Chadha with a strong focus on operational excellence, quality, sustainability, and responsible manufacturing.
What This Means
The launch reinforces Adie Broswon’s focus on building differentiated homegrown brands that resonate with evolving consumer preferences. It marks another step in the company’s strategy of building a portfolio of quality spirits that celebrate Indian flavours while meeting the evolving aspirations of modern consumers. This release underscores the industry trend where Indian consumers are increasingly gravitating towards flavours inspired by the country’s own ingredients rather than imported profiles.
Consumer Takeaway
MOOOZ Sparkle Jamun Vodka is now available at leading retail outlets across Delhi, Haryana and UP in 180 ml, 375 ml and 750 ml bottles. Prices start at ₹175 for the 180 ml bottle, ₹350 for the 375 ml bottle, and ₹700 for the 750 ml bottle.
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