India is seeing a trend of premiumisation and localisation in the spirits market, where local brands expand the limits of traditional alcoholic drinks. They change how people think about tequila and agave spirits and bring indigenous drinks like Mahua to the fore. The spirits industry is very excited about the chances for lesser-known brands to compete with the popularity of whiskey and gin.
One of the newest players in this growing area is Monarch, India’s first and only 100% pure grape brandy. Monarch is a new product of Tilaknagar Industries Ltd. It has been in the market since 1933. The product is prepared by a combination of French and Indian grape spirits. Although the company is most famous for Mansion House Brandy, the second-best-selling brandy in the world, Monarch is the exciting new direction of their brandy products.
Monarch’s Vision
At the recent launch event for Monarch at Cirqa 1960 in Mumbai, Amit Dahanukar, Chairman and Managing Director, Tilaknagar Industries shared insights about his family’s legacy in sugar production to the company’s leadership as a trendsetter in India’s brandy sector. The company was first started as ‘The Maharashtra Sugar Mills Limited’ in 1933 by Shri Mahadev L Dahanukar. It was later named after the famous Lokmanya Bal Gangadhar Tilak, showing its commitment to leading technological and economic progress in Maharashtra’s sugar and alcohol industries.
Over time, brandy has often been seen as a medicinal or “sickness” drink—a choice for sore throats instead of for socializing or making cocktails. Monarch wishes to change this perception by offering itself as a quality drink that blends the best Indian and French grapes. Both are produced using old-style coal-fired copper pot stills, which is an integral part of producing French Cognac. The brandy is then matured in French red wine oak barrels for up to eight years near the lovely vineyards of Nashik.
The Royal Touch of Monarch
The name Monarch indicates that the brand wants to give a royal experience. The brand’s special decanter bottle with its smooth curves is inspired from the royal cups, and the Mughal-style art on the packaging links the product to its Indian background. “Monarch embodies a sense of royalty and sophistication, which we wanted to bring to life with this luxurious brandy,” said Ahmed Rahimtoola, Chief Marketing Officer of Tilaknagar Industries.
Rahimtoola further mentioned that in India, more people desire improved drinking experiences. He added, “As Indian consumers increasingly seek refined drinking experiences, we expect brandy to rise in popularity—both as a neat pour and within the emerging cocktail culture. Monarch is designed to embrace this shift, aiming to redefine brandy’s image and expand its appeal across India and around the world.”
Monarch’s introduction is not just about making another great drink; it’s changing the way a new generation of drinkers looks at brandy. Brand alcohol has often been thought of as a winter drink, but now it is getting noticed for its flexibility. Monarch can be enjoyed straight or with a little water to better taste its fruity smells and light spice flavors. It surprisingly even works well in cocktails, imbuing a special twist in classic drinks like Negronis and Manhattans with its smooth flavors. Monarch even stands out in lighter cocktails made with watermelon or orange juice and fits nice into dessert drinks with coffee flavors.
Monarch’s first launch marks a new beginning in India’s growing local alcohol industry, and as it becomes more popular in the country, it will be interesting to see how it changes how Indian drinkers view brandy.
Tasting Notes:
- Aroma: Strong grape and fruit smells with touches of apple, nutmeg, and light tobacco.
- Taste: Soft sweetness moving into smooth oak and tasty dried fruits.
Sédiment Lingers into notes of cinnamon, peach, and clove reminiscent of Cognac.
Product Details:
- ABV: 42.8%
- Volume: 750 ml
- Price: INR 6750 (Maharashtra)
