~An international award-winning rum born in the majestic Himalayas.~

Amidst the growing renaissance of rum, Those Good Distillers introduce IDAAYA in India. A premium sipping rum from the heart of the Himalayas that is anchored in ancient Indian wisdom and tradition, and has been crafted for the seeking soul. 

This meticulously crafted dark rum is more than just a spirit; it’s a journey that encapsulates India’s rich heritage of spirit-making and a vast reserve of methodologies and ingredients. It blends the time-honored and the contemporary to create a memorable drinking experience admits the chaos of everyday life. A moment of stillness, a pause, a moment of reflection and contemplation, a moment of reverence, a moment of solace. 

Shortly after its inception , IDAAYA has received international acclaim by winning a Double Gold at the International SIP Awards 2024, the only internationally recognized consumer judging spirits competition based in Los Angeles, California. Additionally, it earned a Silver award for Rums made in Asia at The Asian Spirit Master 2024 chaired by The Spirits Business and Bronze at the International Wine and Spirits Competition 2024 in the aged category, further solidifying its status as a world-class spirit.

Founder and CEO of IDAAYA, Karishma Manga Bedi adds, “IDAAYA strives to capture the essence of discovering  a moment of reflection and the spirit of exploration in every bottle. We aim to offer our customers more than just a premium rum; we provide a unique experience that takes them through a doorway of limitless discovery with each sip. By prioritizing quality, authenticity, and innovation, we ensure that every bottle of IDAAYA represents our unwavering commitment to excellence in the spirits industry.”

IDAAYA’S Master Blender, Christopher Armes says, “I was particularly intrigued by the idea of fusing Indian traditions to the world of rum that enabled such a layered rum to be born. It’s pleasing to have been so quickly appreciated”

Karishma further added, “Over the last few years we have seen the rum category have an invigoration with many new modernist players that have helped expand this category and noticed a gap in the market with no representation from India in the premium segment. It has been our endeavor to showcase the strength of the Indian spirits craft internationally, that has propelled how we want IDAAYA to be seen and experienced. It has been extremely rewarding to see the recognition that we have received with various awards,  at the world stage with blind tastings.”

The creation of IDAAYA is inspired by the methodologies of Arthashastra, where in the forgotten pages of our ancient scriptures, a drink was made by fermentation and distillation of sugarcane juice. The mountains are intrinsic to the character of our rum, high mountain altitude, crisp cool air and Himalayan spring water and bring forth a unique character to our rum. 12 YO rum that has been aged in Bourbon casks, blended in a Solera system in Sal wood casks with Indian Rum, using ancient methodologies whilst treating the casks,  all add to the depth of flavour, with rich aromas to nose.

This craftsmanship brings together a smooth, well-rounded 100% rum which is vibrant with deep amber color and to the nose reveals notes of jaggery, vanilla and all-spice. On the first sip, it slowly unravels the caramel notes followed by delicious notes of dark chocolate, jaggery, tropical fruits, dried fruits, all-spice toasted vanilla and oak. Each sip peels back layers of mystery, leaving the lingering taste of the Himalayas.

Currently available at duty free shops in Delhi, Mumbai and Bangalore, this homegrown rum will soon be available in India’s premium restaurants and bars. 

IDAAYA is best sipped on its own or in good company, on the rocks or garnished with a burnt orange twist.