The artisanal and craft spirits market in India has witnessed significant growth in recent years, driven by changing consumer preferences, increased demand for premium products and the rise of local distilleries. Craft distilleries are experimenting with various types of spirits such as craft gin, rum and vodka, infusing regional ingredients like saffron, coriander, ginger and more, fuelling interest in artisanal spirits. One such innovative venture is Ochre Spirits that is garnering interest with its unique spirits portfolio that includes Berry Vodka, Apricot and Plum Vodka and Kiwi and Pear Gin.
Founded by Mr. John Royerr, Ochre Spirits is ab innovative Indian artisanal alcoholic beverage brand. With over 15 years of experience in F&B industry, Mr. John Took the decision to start his own dream brand with a vision to make a mark globally. To know about Ochre Spirits, its ideation, journey and further plans, we interviewed Mr. John Royerr.
- Why and how did you get into the alcoholic beverage business?
I’ve been part of the alco-bev industry for over 12 years. During that time, I’ve had a chance to work across the entire value chain—from product development and marketing to distribution, retail and on-trade operations. That gave me a very real, ground-level view of how things work — the gaps between brand promises and on-ground execution, the rigid systems and the lack of meaningful innovation in a lot of what was reaching consumers.
It wasn’t one big moment; it was a series of observations that built up over time. I saw how consumer preferences were shifting and how younger audiences were looking for something more relevant to their tastes and lifestyle, but the industry wasn’t keeping up. So, starting Ochre wasn’t about chasing a trend — it was about using everything I’d learned to build a brand that operates with clarity, responsiveness and a bit more honesty about how things function in this space.
- What inspired the name “Ochre Spirits”? What’s the story behind it?
“Ochre” is one of the oldest pigments known to humankind—earthy, elemental and timeless. It signifies creativity, being grounded and cultural richness, which mirrors our approach to spirit-making. The name struck a chord because it allowed us to be rooted yet contemporary — a canvas for bold experimentation while maintaining a strong identity. Ochre Spirits is as much about what’s inside the bottle as it is about how it makes people feel: warm, curious and connected.
What are some of the key challenges in the alcohol industry?
Alcohol is one of the most tightly regulated industries in India. Every state operates like a country, with different licensing rules, taxation policies, distribution networks and compliance standards. That alone makes scaling a challenge. But the bigger hurdle is breaking through consumer inertia. Many drinkers still stick to legacy brands out of habit, not preference. So as a new entrant, we have to win on product, positioning and trust all at once. And with limited room for advertising, we’ve had to get creative in how we build our narrative and engage with consumers.
What sets Ochre Spirits apart from other craft brands in the market?
We’re not trying to be everything to everyone — and that’s our strength. Ochre is rooted in clarity of purpose: we make smooth, flavourful spirits that don’t just taste good but mean something. Each SKU has its own story and soul — whether it’s the elegance of Saffron Vodka or the layered boldness of Nutty Berry Rum. We obsess over balance, not just in flavour, but in how we position the brand: inclusive, modern and experience-first. Where others focus on legacy or loud branding, we’re building quiet credibility and long-term resonance
Walk us through your process of crafting a unique, high-quality spirit.
It begins with intention — we never launch a product to fill a shelf. We ask: what mood does this spirit capture? What moment is it made for? Then we dive deep into ingredient selection, sourcing and trials. Our process is collaborative and iterative — involving expert distillers, bartenders and actual consumers. Maceration, balancing, resting — every stage is treated with care. And the final filter is always: would we drink this, proudly, neat, or over ice? If the answer’s anything less than ‘a big yes,’ it doesn’t go out.
Rum is often seen as a masculine drink. What’s your take and how are you making it more inclusive?
Rum has long been boxed into that rugged, old-school image — dark bottles, pirate vibes, you know the drill. But that doesn’t reflect how people are drinking today. At Ochre, we’ve taken a more nuanced approach by crafting rums like Nutty Berry and Mango Citron that are smooth, layered and flavourful without being overpowering. These are spirits that appeal across genders and palates. We’re shifting the narrative: from a ‘man’s drink’ to ‘everyone’s celebration.’ Inclusivity isn’t just a buzzword for us — it’s in how we design, market and serve our spirits.
Tell us about the Ochre Spirits Bar in Goa
Ochre Spirits Bar is more than just our tasting room — it’s the brand brought to life. Located in Sinquerim, it’s our creative playground and consumer touchpoint. It’s where people don’t just try Ochre, they feel it. With a menu that pairs beautifully with our spirits, a setting that blends Goa’s charm with our brand’s energy and a team that understands storytelling through service, it’s become a hub for both locals and travellers. It’s also where we test ideas, gather feedback and stay grounded in the real-world experience of our product.
Where is Ochre Spirits currently available and where are you headed next?
We’re currently distributed across Goa—retail stores, premium restaurants, resorts and bars. The response has been incredibly encouraging, and it validated many of our assumptions about today’s consumer. The next frontier includes Bangalore, Mumbai, and Pune—all high-consumption, experience-driven cities. We’re entering with a hybrid strategy: on-trade presence, strategic retail partnerships, and direct-to-consumer activations through events and curated experiences. The long-term plan is a national distribution with a strong digital and community-led backbone.
What’s the next big thing for Ochre Spirits?
We’re gearing up to launch Mango Citron Rum and it’s unlike anything in the market — bright, tropical and raw mango-forward with a citrus edge. It’s bold, zesty and meant for high-energy occasions. Beyond that, we’re investing in deeper brand storytelling, immersive tasting experiences and strategic collaborations that bring Ochre into lifestyle spaces, not just liquor shelves. We’re also building towards becoming one of India’s most respected contemporary spirit houses — not through noise, but through consistency, authenticity and obsession with quality.
