British-Indian vodka brand Desi Daru has landed a grocery listing with Waitrose.
The challenger brand’s Alphonso Mango Vodka has landed in 140 Waitrose stores nationwide (rsp: £39.50/70cl). It is the first time any of Desi Daru’s products have been made available in mainstream grocery retail.
Desi Daru was founded by British-born Indians Mohit Singh and Aneet Kaur in May 2023. Its vodkas are distilled seven times in Oxfordshire from an English wheat base.
Alphonso Mango Vodka is infused with alphonso mangoes from Ratnagiri in the Indian state of Maharashtra and offers a “rich and juicy” flavour, according to the brand.
“We had certain milestones in mind when we first started the business, and one of our biggest goals was to see our bottle on the shelves of Waitrose,” said Singh. “We set out to create a vodka that celebrates our dual heritage, inspired in India, born in Britain, and to see it now sitting alongside some of the world’s best-known spirits is incredibly special.”
Waitrose spirits buyer John Vine added: “We know that our shoppers are always looking for quality, and it’s undeniable that Desi Daru is quality. They are leading the way when it comes to premiumisation in flavoured vodka. We can’t wait to introduce our customers to Desi Daru’s Alphonso Mango Vodka.”
Desi Daru’s wider range of vodkas are stocked in retailers including Harvey Nichols and Selfridges, as well as specialist retailers Master of Malt and The Whisky Exchange.
No comments yet