Overview: Medusa Beverages has entered into a brand and distribution agreement with Third Eye Distillery to launch its premium spirits portfolio in select North Indian markets. The partnership combines Medusa’s established distribution network with the distiller’s range of gin, whisky, vodka, and rum brands.
The Full Story
Medusa Beverages has partnered with Third Eye Distillery to enter the premium spirits category through a brand and distribution agreement covering select North Indian markets. The partnership will initially focus on Delhi, Himachal Pradesh and Chandigarh, combining Medusa’s distribution network with Third Eye Distillery’s portfolio of Indian spirits brands. This development follows Medusa’s recent entry into Jharkhand as it continues to expand its presence across India.
The portfolio covered under the partnership includes Stranger & Sons Gin, Otherside Whisky, ShortStory Vodka, Gin and Rum, and Lost & Found Spiced Rum. The arrangement is aimed at expanding the distribution reach of Third Eye Distillery’s brands across the region, while giving Medusa an entry into premium spirits beyond its existing beer business. For Third Eye Distillery, the partnership comes after Stranger & Sons Gin received a nationwide listing with the Canteen Stores Department (CSD), adding to its domestic distribution footprint.
Medusa Beverages founder and CEO Avneet Singh stated the company viewed premium spirits as a natural extension of its business and had chosen to partner with Third Eye Distillery because of its brand portfolio. Third Eye Distillery co-founder Rahul Mehra noted that distribution partnerships would play an important role in scaling homegrown premium spirits brands as the category expands.
Brand & Industry History
Founded in 2017, Medusa Beverages has a presence across Delhi, Punjab, Chandigarh, Uttar Pradesh, Uttarakhand, Chhattisgarh, Himachal Pradesh, Haryana and Jharkhand. Third Eye Distillery, founded in 2018, has a portfolio spanning gin, whisky, rum and vodka, including Stranger & Sons, Otherside Whisky, ShortStory Spirits and Lost & Found Spiced Rum.
What This Means
The development signifies a strategic shift for Medusa Beverages as it expands its presence across India beyond its existing beer business. For Third Eye Distillery, the partnership comes after Stranger & Sons Gin received a nationwide listing with the Canteen Stores Department (CSD), adding to its domestic distribution footprint.
Consumer Takeaway
This release offers access to a specific portfolio of Indian spirits brands including Stranger & Sons Gin, Otherside Whisky, ShortStory Vodka, Gin and Rum, and Lost & Found Spiced Rum. Availability is currently focused on Delhi, Himachal Pradesh and Chandigarh through the combined distribution network.
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