Indian brand Sitara Botanical Spiced Rum has secured its UK debut with Waitrose, including stores in Canary Wharf and Bloomsbury.
Sitara is blend of pot distilled Indian rums and tropical botanicals.
The small batch spiced rum is distilled from sugarcane, botanicals and spices from the Deccan Plateau of India, combining traditional techniques with innovative distillation methods.
Sitara is double aged in virgin American oak barrels, resulting in floral and vanilla aromas on the nose, complemented by toasted honey, ginger,
ripe mangoes and roasted coffee notes on the palate.
With the new UK listing, Sitara is now available in Waitrose stores nationwide, including in Canary Wharf, Bloomsbury, Bath and West Ealing.
The Indian craft rum is offered at 40% ABV in 700ml bottles, with a recommended retail price of £24.99 (US$32).
Aditya Aggarwal, co-founder of Sitara, expressed his excitement: “The UK has long been a hub for spirit enthusiasts, and entering this market is a momentous step for us. Being listed in Waitrose’s premium stores is a testament to the growing international appeal of Indian spirits.
“Sitara was crafted in India but made for the world, and we’re thrilled to share a taste of India’s rum-making heritage with one of the most discerning spirits markets in the world.”
The Skylark-owned brand’s debut in the UK is part of Sitara’s ambitious worldwide expansion plans.
Earlier this year, SB spoke to the chief innovation officer of Diageo India about the “massive” growth potential for agave spirits and why rum will be the next spirit to boom.
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Author: Miona Madsen
