First grocery listing for British-Indian vodka brand Desi Daru
BRITISH-INDIAN vodka brand, Desi Daru, has announced its first grocery listing as the brand has rolled out to 140 Waitrose stores across the UK.
The spirit first hit Waitrose shelves from 9 November as the Alphonso Mango Vodka variant joined off-trade sections across the grocer’s stores up and down the country.
John Vine, spirits buyer at Waitrose, said: “Desi Daru has received incredible international acclaim for its Alphonso Mango Vodka, even winning the coveted 3-Star Great Taste Award.
“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.”
Founded in May 2023 by British-born Indian husband and wife duo Mohit Singh and Aneet Kaur, Desi Daru was born in a bid to mix together and create a unique product that represented both of the founders’ worlds.
Made in Oxfordshire using British wheat, Desi Daru’s vodka is distilled seven times to deliver a smooth spirit with the award-winning Desi Daru Mango variant made using Alphonso mangoes from Ratnagiri in the Maharashta region of India.
The launch follows on from a year of major achievements for the Desi Daru brand, including its B-Corp certification, record-breaking sales growth and the launch of its ‘One Sip, One Day’ initiative, where every 25ml measure of Desi Daru Vodka provides clean drinking water for one person for an entire day.
In addition to the brand’s achievements over the past year, Desi Daru has also secured wins at prestigious events such as the Las Vegas Global Spirits Awards including for ‘Best Flavoured Vodka’ and the ‘World’s Best Flavoured Vodka’ gong at the World Drink Awards.
Mohit Singh, co-founder of Desi Daru, said: “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.
“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. We hope Waitrose customers love it just as much as we do.”
