Goa’s Iconic Feni Arrives In Bengaluru At INR 1,300 A Bottle

Feni — the traditional Goan spirit distilled from cashew apples (or occasionally coconut) — has finally made its way to Bengaluru’s shelves. As of September 2025, 500 ml bottles are being sold at prominent liquor and premium stores such as Tonique, PEGS, and others. But while Goans might recognise the drink’s familiar price of ~INR 600 in Goa, city buyers are now paying nearly double: around INR 1,300. The arrival of Feni in a major metro raises interesting questions of regional liquor policies, heritage spirits, supply chains, and consumer expectations.

Background: What Is Feni & Why It Matters

• Origin & Process: Feni is a spirit made from either fermented cashew apples or coconut toddy (coconut feni). The process involves fermenting the fruit, then distilling (often twice) in traditional pot stills. It is deeply tied to Goan culture and culinary/ritual practices.
• Geographical Indication (GI): Feni has a GI tag that protects its identity and origin. It is recognised for its unique production methods, local ingredients, and heritage.
• Consumption Culture: In Goa, Feni is consumed neat, mixed with soda or water, or even with a pinch of salt. It has long been part of local festivals, social drinking, and folklore.

What’s New: Feni in Bengaluru

When & Where

• As reported in mid-September 2025, Feni has begun retailing in Bengaluru.
• It is available through high-end or niche liquor stores and bars/outlets like Tonique, PEGS, and others. These outlets tend to focus on premium and craft spirits. 

Price

• The 500 ml bottle is priced at approximately INR 1,300 in Bengaluru.
• In comparison, in Goa, the same volume typically retails for around INR 600.
• Thus, the Bengaluru price is more than double, which is substantial even accounting for transportation, taxes, and retailer margins.

Reasons for Price Differential

Several factors likely contribute to the inflated price in Bengaluru relative to Goa:

1. Transport and Logistics: Moving bottled feni from Goa to Bengaluru (over 800-900 km) adds freight, handling, and risk costs.
2. Excise Duties & State Taxes: Karnataka has its own excise structure, import fees, and licensing costs, which tend to increase the cost of spirits vs in the origin state. Also, premium spirits may attract higher taxation.
3. Limited Supply & Niche Demand: Initially, supply is likely smaller, meaning a higher unit cost. Also, early adopters in premium stores may be willing to pay extra.
4. Branding & Positioning: As a heritage/craft spirit, Feni may be marketed as premium in Bengaluru. That allows a higher price margin.
5. Retail markup: High‐end stores (especially bars/specialty liquor shops) tend to add more margin to niche products.

Consumer Response & Cultural Implications

• Curiosity & Novelty: For many Bengaluru residents, Feni is new. The novelty of trying a traditional spirit with a story could be part of the appeal.
• Heritage vs Palate: Traditional drinkers from Goa may judge based on authenticity, while new drinkers in Bengaluru might see it more as a “craft spirit”—to be mixed or served in cocktails.
• Cocktail Culture: Bengaluru has a vibrant bar and craft spirits scene. Feni’s character (fruity, strong, rustic) may appeal to mixologists looking for local flavors to incorporate in cocktails.
• Awareness Gaps: Some consumers unfamiliar with Feni may find the price high or be unsure of its flavor profile; education and branding will matter.

Challenges & Concerns

• Regulation: New alcohol products face regulatory approval, labelling, licensing etc., which can delay roll-out or add cost.
• Authenticity & Counterfeits: With any heritage liquor, ensuring that what is sold is genuine cashew or coconut feni, made according to the traditional methods, is important to maintain trust.
• Sustainability of Supply: Cashew apples are perishable, seasonal; ensuring enough supply for expanded markets without compromising quality is challenging.
• Price Resistance: For many consumers, INR 1,300 is steep. If the price stays high, adoption may remain limited to enthusiasts or high-income buyers.

What This Means Going Forward

• Expansion of Heritage Spirits: Feni’s entry into Bengaluru suggests a growing market for regional / traditional Indian spirits beyond mainstream rum, whisky, vodka etc.
• Potential for Bottled Urrak: There are reports that Urrak (the first distillate in the feni process, usually consumed fresh) may be bottled for wider distribution in the coming years. This would broaden the market.
• More Brands Likely to Enter: With success, more feni brands may try to enter non-Goan markets, perhaps with variations (flavored, aged, etc.).
• Prices May Adjust: Over time, as supply chains stabilize, competition increases, and demand rises, prices may fall from the current premium levels.

Summing Up

The arrival of Feni in Bengaluru marks an important moment for India’s spirits landscape: regional, heritage drinks stepping into metro markets. While the high price tag (~INR 1,300 for 500 ml) may seem steep compared to the ~INR 600 in Goa, it's driven by transport, taxes, limited supply, and niche positioning. For buyers, this is an opportunity to explore a flavour that carries with it centuries of culture and tradition. For producers, it’s a chance to broaden reach and establish Feni as more than just a Goan curiosity. Whether Feni becomes a mainstream spirit in Bengaluru will depend on pricing, storytelling, distribution, and how well it resonates with both connoisseurs and casual drinkers.