Uppal Brewers & Distillers (UBD), the spirits business of The Uppal Group, has expanded its blended Indian whisky Soorahi into Goa. The brand is already available across Delhi, Punjab, Haryana, Odisha, and Daman & Diu, with Goa now being added to its growing market presence. The launch is being positioned as an important step in Soorahi’s expansion across India.
The Goa launch is being supported by a dedicated bottling facility commissioned by UBD in Ponda earlier this year. Through the facility, Goa is being developed from a primarily manufacturing location into an important consumer market for Soorahi, with local production and distribution being supported through the Ponda operation.
Soorahi is being positioned as an approachable premium blended Indian whisky centred on travel and discovery. The brand name refers to a “good traveller”, while a smooth and versatile profile is being offered to consumers seeking premium Indian spirits. Its positioning is being built around contemporary experiences and growing interest in homegrown premium brands.
The strategic importance of the Goa expansion is being highlighted by Kanhav Uppal, Co-Owner of Uppal Brewers & Distillers. According to Uppal, a strong presence in Goa is considered essential to the company’s long-term ambition of building a premium Indian spirits business, while the state’s importance is further strengthened by Soorahi being produced there.
The brand’s connection with Goa’s hospitality ecosystem is being highlighted by Ankur Sachdeva, CEO and Co-Founder of Uppal Brewers & Distillers. According to Sachdeva, Soorahi is expected to become part of experiences associated with the state’s beachside settings, dining destinations and nightlife, while its contemporary identity and Indian origin are expected to appeal to consumers seeking premium experiences and homegrown brands.
Goa’s role in Soorahi’s wider brand strategy is being outlined by Subrajit Majumdar, Head of Marketing at Uppal Brewers & Distillers. According to Majumdar, the state is expected to strengthen the whisky’s visibility, consumer affinity and growth journey, particularly among consumers seeking new experiences.
The expansion forms part of UBD’s broader plan to take Soorahi into additional Indian markets. Through the Ponda facility, local manufacturing and distribution are being supported, while access to Goa’s hospitality, dining and tourism ecosystem is being strengthened among both local consumers and visitors.