Adie Broswon Group Launches MOOOZ Sparkle Jamun Vodka as India’s Flavoured Spirits Market Accelerates
The Adie Broswon Group has expanded its MOOOZ Sparkle vodka range with the launch of a Jamun-flavoured variant, entering one of the fastest-growing and most competitive segments of India’s alcoholic beverage industry. The move comes at a time when local fruit and spice profiles are reshaping consumer preferences, particularly among younger drinkers seeking familiar yet contemporary flavours.
MOOOZ Sparkle Jamun Vodka builds on the brand’s existing rice-based vodka platform. The spirit is produced from carefully selected Punjab rice and put through a triple distillation process followed by a five-stage filtration system that includes platinum, gold and diamond filtration. This multi-stage approach is designed to deliver a clean, smooth and relatively neutral base that can carry fruit notes without harshness or bitterness. The Jamun expression is infused with nature-identical jamun juice extracts and complementary berry elements, then bottled at 37.5% alcohol by volume. It is available in the standard retail sizes of 180 ml, 375 ml and 750 ml. Retail pricing in Delhi for the 750 ml bottle sits around ₹650, positioning the product in the accessible premium segment rather than the ultra-premium craft tier.
Tasting descriptions highlight aromas of jamun pulp, fresh black plums and mixed dark berries. On the palate the vodka is characterised as playful and fruit-forward, offering velvety sweetness balanced by mouth-watering tartness and the distinctive astringent edge associated with jamun skin. The finish is described as brisk and clean, with a gentle dark-plum tingle and mild warmth. The absence of artificial colouring is noted as part of the brand’s presentation.
The Adie Broswon Group itself is a diversified North Indian conglomerate with roots in grain-based alcohol, sugar and brewing. Founded under the vision of the late Sardar Hardeep Singh Chadha, the group operates under the motto “Victory in Every Field” and is currently led by Mrs Jasdeep Kaur Chadha. Its portfolio includes AB Grain Spirits, which produces extra neutral alcohol and related products at significant scale, alongside sugar operations and Adie Broswon Breweries. The group’s IMFL and country liquor brands form a broader platform from which MOOOZ Sparkle has been developed. Executive directors Adiraj Singh Chadha and Bikramjeet Singh Chadha have publicly emphasised the brand’s focus on smoothness, purity and accessibility as it expands across northern markets.
MOOOZ Sparkle first appeared in select Delhi outlets, later entering Chandigarh and Punjab before moving into Uttar Pradesh. Company statements frame the Uttar Pradesh entry as a logical extension of its North India strategy, citing the state’s scale, evolving retail landscape and rising demand for better-crafted white spirits among younger urban consumers. Further expansion into Haryana, Rajasthan and Uttarakhand has been indicated as part of the longer-term roadmap. The brand is headquartered in Gurugram with production anchored in Punjab, giving it logistical advantages across the northern plains.
The timing of the Jamun launch aligns with a clear structural shift in India’s vodka category. Industry data indicate that total vodka consumption reached approximately 16 million cases (of nine litres each) in 2025, of which flavoured variants accounted for nearly 10 million cases. While plain vodka has been growing at around 10% annually, flavoured vodka has expanded at roughly 16%, making it one of the quicker-growing segments within Indian-made foreign liquor. In several states the share of flavoured vodka has risen sharply, with some markets now reporting flavoured products comprising the large majority of vodka sales.
Jamun has emerged as one of the most successful local flavour platforms. Major players have introduced their own versions: Diageo India’s Smirnoff Minty Jamun, Radico Khaitan’s Magic Moments Jamun SpicyMint under its Flavours of India range, Inbrew’s Romanov Jazzy Jamun Mint, and various craft expressions including gin variants that pair jamun with salt or other botanicals. Industry executives have described jamun as having overtaken earlier popular profiles such as cranberry in consumer interest. The fruit’s sweet-tart character, mild astringency and strong cultural associations—particularly with summer and childhood memories of stained fingers and newspaper-wrapped street snacks—make it highly resonant. Brands can also command a modest premium on flavoured expressions that is more difficult to achieve with plain vodka.
Several factors underpin the broader flavoured spirits boom. Younger consumers increasingly prefer spirits that soften the taste and aroma of alcohol, favouring approachable, mixable profiles suited to highballs, soda mixes and simple cocktails. At-home consumption has grown, while nightlife and bar culture in tier-1 and tier-2 cities continue to expand. Premiumisation is visible across the industry: higher-end portfolios are gaining volume share even as mass-market segments face pressure. Local and hyperlocal flavours—jamun, alphonso mango, thandai, chilli mango, kaccha aam and others—are outperforming many purely global profiles because they combine familiarity with novelty.
For Adie Broswon, the Jamun variant serves dual purposes. It allows the company to participate in the highest-growth part of the vodka category while leveraging its existing production strengths in grain neutral spirit and multi-stage filtration. The brand’s positioning emphasises craftsmanship and consistency at a price point that remains competitive against larger national players. Whether the product can build meaningful share against entrenched leaders such as Magic Moments will depend on distribution depth, retailer support, consumer trial and sustained marketing in key northern states.
The launch also illustrates a wider industry pattern. Indian spirits companies are moving beyond simple localisation of international recipes toward deliberate celebration of regional ingredients and taste memories. This approach has proven commercially effective in white spirits and is increasingly visible in other categories. As regulatory environments, taxation structures and state-level distribution systems continue to shape market access, brands that can deliver consistent quality while tapping culturally relevant flavour stories appear well placed to capture the next phase of growth.
MOOOZ Sparkle Jamun Vodka is therefore more than a single product addition. It is a calculated response to shifting demand dynamics in one of India’s most dynamic spirits segments, launched by a group with established production capabilities and a clear regional expansion agenda. How successfully it converts initial availability into sustained consumer preference will be measured in the months and years ahead as the flavoured vodka category continues its rapid evolution.
About The Author
