Overview: The humble jamun fruit has emerged as one of India’s most sought-after flavours in the liquor market, with several brands launching their own flavoured spirits in recent times. From Smirnoff Minty Jamun to Romanov Jazzy Jamun Mint and Magic Moments Jamun SpicyMint, these products are capitalizing on the fruit’s unique taste and local roots.
The Full Story
Diageo India made a ₹100 crore bet on flavoured spirits led by Smirnoff Minty Jamun in July last year. Radico Khaitan introduced Magic Moments Jamun SpicyMint in September, while Inbrew Beverages launched Romanov Jazzy Jamun Mint and Samsara launched ‘Enchanted Jamun & Pink Salt’ late last year.
Industry executives say jamun has primarily renewed interest in existing brands. Anant S Iyer, directorgeneral of CIABC said flavoured vodka continues to outpace the broader vodka category with flavoured variants accounting for almost 10 million cases in 2025. The country’s hot climate and cocktail culture have helped expand the flavoured white spirits category.
Radico Khaitan CEO Amar Sinha said Smirnoff’s flavour-led portfolio had entered the ₹100 crore club within innovations such as Minty Jamun delivering record monthly volumes. Poonam Chandel, industry veteran and former managing director of Neuworld Spirits said jamun has been a reviver for Smirnoff because the brand was almost dead.
Production & Profile
The unique taste and local roots of jamun have made it an ideal flavour for liquor companies. The fruit’s tart profile works well in cocktails, while its deep purple colour stands out on retail shelves. Jamun flavoured vodka continues to grow at 16%, making it one of the quickest-growing segments in spirits.
Alcobrew Distilleries India Ltd CEO Ashutosh Rajput said flavour is doing what packaging and pricing used to do – and has become the primary lever for innovation and growth. He added that jamun has the potential to become a distinctly Indian flavour with broader appeal, much like mint or citrus globally.
Brand & Industry History
The rise of jamun as an ideal flavour can be attributed to India’s rapidly evolving alcohol landscape. The country’s hot climate and cocktail culture have helped expand the flavoured white spirits category. Indian liquor companies are also experimenting with indigenous ingredients like kaccha aam, chilli mango, kokum, saffron and regional botanicals.
Radico Khaitan said the jamun expression has emerged as one of its strongest-performing additions to its portfolio. Inbrew Beverages general manager Sumit Tiwari added that consumers are increasingly seeking culturally relevant flavours and differentiated drinking experiences.
What This Means
The emergence of jamun flavoured spirits is a reflection of the growing demand for premium products in India’s liquor market. The trend highlights the importance of innovation over price, with companies moving to localize global brands and create uniquely Indian flavour profiles.
Jamun has become one of the liquor industry’s hottest flavour bets, driven by its unique taste and local roots. While some may view this as a fleeting fad, others believe it will sustain sales for liquor companies in the long term.
Consumer Takeaway
The rise of jamun flavoured spirits has significant implications for the Indian liquor market. As consumers increasingly seek authentic experiences and local flavours, brands must adapt to meet these changing demands. Companies that can tap into this trend will be well-positioned to capitalize on India’s growing premiumisation drive.
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