When one thinks of rum in India, the association often veers toward affordability over artistry. But last Independence Day, i.e. 15th August 2024– Huli, India’s first handcrafted jaggery rum, set out to transform that narrative. Launched exclusively in Bangalore, Huli embodies a bold spirit, rich heritage, and an ambition to redefine how India experiences rum.
Crafted in the microbrewery of Nanjangud Taluk, the rum’s journey is as distinctive as its essence. For INR 2,800, Huli is not just a drink; it’s a story waiting to be sipped.
A Roaring Debut: The Story Behind Huli
Huli, meaning “tiger” in Kannada, takes pride in its roots, both in name and substance. The founders have carefully chosen jaggery as the primary ingredient, paying homage to India’s agrarian history and showcasing the versatility of this golden sweetener. By leveraging Nanjangud Taluk, one of India’s first microbreweries, Huli combines traditional ingredients with modern craftsmanship to create a rum that’s as unique as it is flavorful.
Aruna Urs, co-founder of Huli, envisions the brand as a disruptor in the rum industry. “Rum in India has an image of being a poor man’s drink,” she states. Huli aims to challenge this perception by presenting a premium product rooted in authenticity and innovation.
Breaking the Stereotype: Jaggery Rum as a Game-Changer
India is no stranger to jaggery, but Huli’s innovation lies in utilizing it to create a rich, artisanal rum. Unlike the mass-produced molasses-based rums commonly available, Huli offers a depth of flavor that highlights jaggery’s earthy, caramel-like notes. This isn’t just rum; it’s an elevated experience for discerning drinkers looking to explore something local yet sophisticated.
The launch on August 15, 2024, couldn’t have been more symbolic. Just as India celebrates its independence, Huli symbolizes a break away from the conventional and an embrace of the extraordinary.
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Exclusively in Bangalore: A Gateway to Premium Spirits
Currently priced at INR 2,800 and available only in Bangalore, Huli is positioning itself as a premium product for urban drinkers. By focusing on exclusivity, Huli aims to appeal to connoisseurs and enthusiasts willing to invest in quality. Its limited availability has already sparked curiosity and demand, creating a buzz among the city’s vibrant social circles.
Summing Up
Huli isn’t just a drink; it’s a movement. By introducing India’s first handcrafted jaggery rum, it challenges stereotypes, uplifts local craftsmanship, and carves a niche in the premium spirits segment. As it roars into the market, Huli invites us all to raise a glass to innovation, heritage, and a bold new chapter in India’s rum story.
FAQs
What makes Huli different from other rums?
Huli is crafted from jaggery instead of molasses, giving it a unique flavor profile that highlights earthy and caramel notes. It’s also India’s first handcrafted jaggery rum, created in one of the country’s first microbreweries.
Why is Huli priced at INR 2,800?
Huli is positioned as a premium rum crafted with high-quality ingredients and artisanal techniques. Its price reflects the care, craftsmanship, and exclusivity it offers.
Where can I buy Huli?
Huli is currently available exclusively in Bangalore, making it a sought-after product for the city’s premium spirits market.
