North East India on Global Gin Map

Shillong, May 2: Gin, once a colonial-era staple and later a bar cart afterthought, 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 favors provenance, craftsmanship, and authenticity.

India has joined this global trend with enthusiasm. Over the last five years, gin has moved from a niche category to a staple in urban bars and home collections, 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.

Against this backdrop, Cherrapunji Eastern Craft Gin, distilled in Meghalaya, has quietly made history. It recently became the first alcohol label from Northeast India to be exported internationally — an unprecedented step for a region traditionally underrepresented in the country’s formal alcohol industry.

The gin is already available in parts of the European Union and is preparing to enter new markets including Japan, the United Kingdom, and Thailand later this year.

The spirit, produced in small batches using traditional copper stills, is distilled from naturally harvested rainwater sourced from Cherrapunji 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 flavor described by enthusiasts as complex, aromatic, and regionally distinctive.

“This is a moment of pride not just for us, but for the region,” said Mayukh Hazarika, the founder and CEO of the company behind Cherrapunji Gin. “We wanted to create a product that tells a story about where it comes from — and we’re seeing that story resonate far beyond our expectations.”

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 has picked up pace with the emergence of brands focused on hyperlocal ingredients and storytelling.

Cherrapunji’s contribution to this trend is marked not only by its flavor profile but also by its packaging. Eschewing the conventional glass bottle, the brand uses a reusable, military-grade steel container — a decision that reflects both a sustainability ethos and a desire to carve out a visual identity rooted in the region’s material culture. The design draws from the flora and aesthetic motifs of Northeast India, aiming to turn each bottle into a keepsake as much as a vessel.

While the brand has garnered attention at home, its global debut has also brought international recognition. It has won 13 international spirits awards, including a “Master” medal at the Global Spirits Masters 2023 and a Silver at the World Gin Awards — further validating the quality of India’s emerging craft spirits on the world stage.

Government support, particularly from the state of Meghalaya, has played a role in enabling this venture. The region’s remoteness and logistical challenges have traditionally limited market access for local producers, but recent policy shifts and interest in agro-entrepreneurship have begun to change that narrative.

Cherrapunji Eastern Craft Gin’s success may offer a template for others. With global consumers showing a growing interest in origin-driven spirits and sustainable packaging, the potential for similar ventures from underrepresented regions of India is significant.

As India’s alcohol industry continues to evolve, the emergence of a premium gin from one of its rainiest, most remote regions suggests that the next chapter may be written in unexpected places — and in unexpected bottles.

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