South Seas forays into premium single malt
₹8,900 and ₹12,500, respectively, the brand aims to offer a luxury and distinctive drinking experience. The initial release comprises a limited batch of 1,000 cases, focusing on markets in Maharashtra, Goa, and Haryana. South Seas plans a gradual expansion into other regions, aligning with its commitment to maintain exclusivity and quality.
Hamavand Chinoy, director and fourth-generation member of the family-owned distillery, emphasized the company’s strategic shift towards premium offerings. “It’s not about quantity anymore, but quality. It’s about the methods used, the willingness to experiment, and the thought process behind it," he said.
In a landscape where Indian-distilled single malts have gained global recognition, competing with renowned Scottish brands, South Seas Distilleries & Breweries aims to make a mark with Crazy Cock. Indian brands like Amrut, Paul John, Rampur, and the recent entrant Indri have garnered popularity, achieving a compounded annual growth rate of more than 50% in the last five years. Consumers are increasingly willing to invest in premium tastes, paving the way for distinctive homegrown brands.
“In 2017, we decided to launch our own brand and enter into the luxury B2C space," Chinoy said. “We own the largest warehouse, best technologies, and some of the biggest companies have been using our product for their brands. It was time for us to get into the market.
With Crazy Cock, we will appeal to enthusiasts who value the intricate process and unique flavours. Our offerings are not for everyone but for those serious about their whiskies," he added. The brand’s Portuguese-designed packaging reflects its ambition to craft an Indian single malt with a global identity.
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