Jamun becomes liquor's hero flavour as Smirnoff Minty Jamun hits ₹100 crore
Indian spirits makers are betting big on jamun-flavoured vodka and gin, with Diageo's Smirnoff Minty Jamun crossing ₹100 crore alongside launches from Radico, Samsara, Inbrew, Alcobrew and Spaceman. Flavoured vodka is growing 16% vs 10% for plain, fuelling premiumization in a 16-million-case market.
What happened
Diageo India · Indian liquor makers are betting big on jamun as a hero flavour, with Diageo's Smirnoff Minty Jamun hitting ₹100 crore, plus launches from
Key facts
- ₹100 crore
- 16 million cases vodka 2025
- 10 million flavoured cases
- plain vodka 10% growth
- flavoured vodka 16% growth
- 48,000 bottles
Why this matters
The rush of launches from Radico, Samsara, Inbrew, Alcobrew and Spaceman signals a fragmenting flavoured-spirits space ripe for consolidating a differentiated regional-flavour brand before category leaders lock in shelf dominance.
What to watch
- Repeat-purchase vs trial ratios for Minty Jamun after 2-3 quarters
- Number of new jamun/native-flavour SKUs launched by rivals
- State excise or GST changes on flavoured/sugary spirits
- Flavoured vodka growth rate holding above 16% or decelerating
- Entry of flavoured gin and RTD adjacencies at scale
- Diageo scales Minty Jamun distribution and launches line extensions (RTD cans, gin variant) to defend early lead
- Radico, Inbrew and Alcobrew accelerate competing native-flavour launches to blunt Smirnoff's mover advantage
- Brands shift marketing spend toward premium bar/cocktail placements to cement flavoured vodka as an occasion product
- Retail buyers reallocate shelf and cold-chain space toward fast-turning flavoured SKUs