How do you create an award-winning spirit?

Mohit Singh, founder of Desi Daru Vodka, shares his insights into building a globally acclaimed brand and how to find success.

Desi Daru Vodka was launched in May 2023 by husband-and-wife team Mohit Singh and Aneet Kaur. The British-Indian vodka brand fuses ‘the finest ingredients’, including Alphonso mangoes from Ratnagiri, India, and English winter wheat.

The vodka brand offers two varieties: Alphonso Mango Vodka and Original Vodka, both of which have gathered numerous industry accolades since their launch.

Most recently, Desi Daru was recognised as Best Vodka Brand of the Year at The Spirits Business Awards 2024.

According to Singh, the couple launched Desi Daru with the aim of  creating “something absolutely exceptional”.

“Building Desi Daru has been a journey of passion, hard work, sleepless nights and a lot of learning. However, we could not be more proud of what we have achieved in the last two years,” Singh explained, adding, “I started this brand with my wife and co-founder, Aneet, and we wanted to create a brand that truly resonated with who we are. As British-born Indians, we wanted to combine the best of India and Britain in a product that felt authentic.”

To inspire other brands, Singh shared key lessons with The Spirits Business on how he built an award-winning spirit over the past few years.

Create a product you truly enjoy

As an essential starting point for any business, Singh emphasises the importance of loving the product to infuse passion into the brand.

“The inspiration behind our highest-rated product, Desi Daru Mango Vodka, is deeply personal. Growing up, both Aneet and I loved the flavour of Alphonso mango – they’re the best of the best, an unmatched sweetness that evokes memories of our home and our childhood,” Singh explained.

“We couldn’t find any mango vodkas on the market that really nailed that authentic mango flavour, so we set out to make one ourselves. It’s a drink that we genuinely enjoy – which is just as well as since we drink a lot of it for work. Our love for our products shines through, and when you create something meaningful to you, it shows – and people connect with that authenticity.”

Choose quality ingredients

Singh and Kaur knew from day one that quality had to be at the heart of the vodka. Sourcing Alphonso mangoes from Ratnagiri in India, the couple wanted to capture the fruit’s flavour to make a unique vodka.

Singh said: “People are blown away both by the smell and taste of our vodka – it truly is mango mango mango. To make our vodka, the Alphonso mango is delivered from Ratnagiri in Maharashtra. They are destoned, peeled and pressed into purée form, then added to the still where it is redistilled, which extracts the maximum flavours of the mangoes. This brings out a fuller, more vibrant mango flavour that people can taste in every sip. Our vodkas are also created with high-quality English winter wheat grown locally in Oxfordshire, which gives a gorgeously creamy mouthfeel.”

He added that quality is “non-negotiable”, calling on brands to focus on quality ingredients to set them apart.

Invest in design and branding

After creating a product based on passion and choosing the right ingredient, it is time to design an eye-catching bottle that appeals to consumers, since like Singh put it, “people taste with their eyes first”.

“Originally, we had an off-the-shelf bottle but we always knew that we wanted something that really stood out and our rebrand in early 2024 was a game changer for us. Inspired by Indian architecture and accented with touches of gold, our bottle reflects our British-Indian heritage and acts as a nod to our brand’s premium quality. Our rebrand elevated our product to the next level and made it more appealing both to the general consumer as well as the trade,” Singh explained.

“When people see our bottle now, they get a sense of who we are before they even take a sip. A well-designed bottle is like a silent ambassador for your brand.”

Getting industry recognition

For many brands, entering products into global spirits competitions can also help to build a reputation for quality.

“For us, entering spirits competitions was one of the best moves we made. Not only do the awards validate our hard work but they provide us with credibility, and they’re proof to both customers and those in the drinks trade that we’re doing something right. These aren’t for vanity, they’re a statement of our quality after being judged by the world’s leading spirit experts,” revealed Singh.

“Receiving this kind of recognition has been huge for us. It’s helped us build our reputation in the industry and opened doors for us in markets around the world. It gives us a stamp of approval that our product is worth trying and helps position us on a global stage.”

Innovation and networking

To help produce the best possible product, Desi Daru partnered with spirits writer and judge Tobias Gorn, co-founder of consultancy service International Drinks Specialists, to support the brand as it tweaked and improved its recipe.

“Never stop innovating. We’re always looking for ways to make Desi Daru even better. Innovation isn’t just about creating something new – it’s about making what you already have even better,” advised Singh.

Networking should also be part of a successful brand’s agenda. No product can gain success by going at it on their own.

“What we’ve managed to achieve in the last two years would not have been possible without the support of the people around us. Aneet and I are incredibly grateful for the supporters and true friends that we’ve met in the industry. The support we’ve received is more than just professional – it’s personal. People believe in us, they’ve believed in our vision for Desi Daru and they’ve helped us get our product out there.”

Singh concluded: “Having a supportive network has opened doors and introduced us to opportunities we couldn’t have reached otherwise. Relationships are key in this business, and when people genuinely want to see you succeed, it helps propel your brand forward.”