World Gin Day: Cherrapunji Gin becomes first alcohol label from northeast

The Hindu

a day ago

GUWAHATI:
Meghalaya's rain-fed 'Cherrapunji' is literally in high spirits. The Cherrapunji Eastern Craft Gin has become the first alcohol label from the northeastern part of India to be exported. The Meghalaya-based company announced this on World Gin Day (June 14).
The company's CEO Mayukh Hazarika said the gin carrying the British-era name of Sohra is available in parts of the European Union. Beyond this bloc, the product is expected to be marketed in Japan, Thailand, and the United Kingdom later this year.
'This is a moment of pride not just for us, but for the region. We wanted to create a product that tells a story about where it comes from, and we are seeing that story resonate far beyond our expectations,' he said.
The gin's international journey coincides with a broader shift in how spirits are being consumed and valued. Globally, gin has emerged as a canvas for local expression, with distilleries in places as far-flung as Japan, Kenya, and Iceland producing regionally inspired versions.
'In India, this movement picked up pace with the emergence of brands focused on hyperlocal ingredients and storytelling,' Mr. Hazarika said.
The spirit, produced in small batches using traditional copper stills, is distilled from naturally harvested rainwater sourced from Sohra and Mawsynram, the two wettest places on Earth.
Its botanical profile is built on local ingredients such as kaji nemu (Assamese lemon), Khasi mandarin, Sohmarit pepper, smoked black cardamom, and pine-smoked tea, creating a flavour described by enthusiasts as complex, aromatic, and regionally distinctive.
Mr. Hazarika said Cherrapunji Gin is packaged in a military-grade stainless steel bottle, a sharp departure from the norm in the world of spirits.
'Designed to be reused and repurposed, the bottle is a quiet challenge to the throwaway culture of luxury packaging. Most glass bottles are used once and discarded. We wanted ours to be functional, long-lasting — something people would keep,' he said.
He said gin, once a colonial-era staple, is undergoing a global revival. 'In recent years, the spirit has seen a sharp uptick in popularity, driven by the rise of artisanal distilleries, experimental botanicals, and an evolving consumer palate that favours provenance, craftsmanship and authenticity,' he added.
In India, gin has moved from a niche category to a staple in urban bars and home collections over the last five years. This has been buoyed by the success of premium domestic labels and a surge in cocktail culture.
What was once dominated by imported brands now features a growing number of Indian-made craft gins that foreground regional botanicals and local narratives.
The Cherrapunji Eastern Craft Gin has won 13 international spirits awards, including a 'Master' medal at the Global Spirits Masters 2023, its launch year, and a silver at the World Gin Awards. Mr. Hazarika said that government support, especially from Meghalaya, played a major role in enabling this venture.