A National Drink is Born

Mahua, The Traditional Tribal Drink from India, Enters the Mainstream

The US has Bourbon, Mexico has Tequila and Mezcal, Scotland has Scotch, Brazil has Cachaça, and the list goes on and on. But what about India? It’s among the top five alcohol consuming countries in the world and there is a robust spirits/whisky manufacturing industry. Colonial India invented the gin and tonic, but has had no serious candidate for national liquor, until now.

This is the story of the emergence of a national drink, led by one man’s innovativeness and tenacity. An alcohol product with a long history and exclusively Indian heritage, surrounded by legends, and spanning centuries. A historic product from the many tribes in the Central Indian Forest belt.

The products (there are two) are called DJ Mahua and DJ Mahua Liqueur. The man is Desmond Nazareth and we have met him before in this blog. (You will find them here, here, and here.)

The Product

Mahua (pr. Ma-hu-a) is a flower that Indian tribes have been fermenting, distilling, and drinking. The Mahua tree has been considered sacred for centuries. Desmond and his Agave India Company have begun marketing the product under the DJ (DesmondJi) brand in liquor and liqueur formats and selling these products as Indian Made Liquor (IML) since June of this year. But his real challenge is to get the widespread liquor authorities to recognize Mahua as an official, potentially national drink.

Here’s how he describes Mahua:

“Mahua is a nectar rich flower of the Madhuca longifolia tree, which grows in the Central Indian Forest belt, historically inhabited by indigenous people of India, so called ‘Adivasis’, or ‘Tribals’. The nectar rich flowers

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