The humble jamun has transformed from a roadside vendor favorite to a premium spirits trend, with major companies making significant investments. Diageo India made a ₹100 crore bet on flavoured spirits led by Smirnoff Minty Jamun in July last year, while Radico Khaitan introduced Magic Moments Jamun SpicyMint in September last year. According to reports from Mint, premium craft label Samsara launched 'Enchanted Jamun & Pink Salt' late last year, and Inbrew Beverages launched Romanov Jazzy Jamun Mint last month. Last week, Delhi-based Alcobrew came out with its jamun vodka.
The flavoured vodka segment is experiencing remarkable growth, with flavoured vodka expanding at 16% annually compared to plain vodka's 10% growth. As reported by Mint, the country consumed about 16 million cases of vodka in 2025, of which flavoured variants accounted for almost 10 million cases. During Diageo India's recent earnings call, managing director Praveen Someshwar said Smirnoff's flavour-led portfolio had entered the ₹100 crore club, with innovations such as Minty Jamun delivering record monthly volumes. The variant has become the primary growth engine for the Smirnoff trademark and the company's 'Whites' portfolio.
Industry executives attribute the jamun trend to changing consumer preferences and market conditions. According to Mint, Ashutosh Rajput, chief operating officer at Alcobrew Distilleries India Ltd, noted that flavoured vodka is the biggest growth opportunity within a category that remains underpenetrated in India compared with developed markets. The country's hot climate and rise of cocktail culture have helped expand the flavoured white spirits category, with most flavour launches chasing familiarity over novelty to drive sales.
Several companies have reported strong performance from their jamun offerings. Spaceman Spirits Lab sold about 48,000 bottles of its Jamun & Pink Salt gin since its launch in March, led by markets in Goa, Delhi and Mumbai, as reported by Mint. Radico Khaitan said the jamun expression has emerged as one of the strongest-performing additions to its portfolio, encouraging a wider rollout across states. The appeal lies in jamun's tart, slightly astringent profile that works well in cocktails, while its deep purple colour stands out on retail shelves.
Despite the current momentum, industry veterans remain cautious about the sustainability of the jamun trend. According to Mint, Poonam Chandel, industry veteran and former managing director of Neuworld Spirits, suggested that while jamun has potential to stay longer than previous flavours like cranberry, it may eventually get replaced by another unique colour and flavour combination. The consensus among executives is that jamun represents a broader shift toward innovation-driven growth rather than price-based competition, with companies increasingly mining India's cultural heritage for premium product differentiation.
