Third Eye Distillery Enters Spiced Rum Market With The Launch Of ‘Lost & Found’ Spiced Rum

In a significant move for the Indian alcobev industry, Third Eye Distillery, the visionary force behind the multi-award-winning Stranger & Sons Gin, has officially announced its entry into the spiced rum market with the launch of its latest creation: Lost & Found Tropical Spiced Rum.

Debuting in February 2026, the launch took place in Goa and it signals a strategic pivot for the distillery as it transitions from being a gin-centric pioneer to a multi-category powerhouse. This tapped into the "brown spirits" resurgence currently sweeping through Asia.

The Heritage Of Spiced Rum, Redefined

While rum is often associated with the Caribbean, Third Eye Distillery is reclaiming the narrative by rooting Lost & Found in India’s own rich history of sugarcane cultivation and spice trade.

Rahul Mehra, CEO and Co-founder, mentioned during the launch that India’s relationship with these ingredients predates the global rum boom, making this venture a "homecoming" for the spirit.

A Focus On "Tropical Life"

Unlike traditional dark rums that lean heavily on caramel and molasses, Lost & Found is positioned as a Tropical Spiced Rum.

The brand identity is built around the ease and rhythm of coastal India – specifically Goa – where the days are long, the nights are musical, and the flavors are grown free.

Flavor Profile and Sourcing

True to the distillery's reputation for botanical excellence, Lost & Found is steeped in native botanicals that reflect the Indian tropics. While the exact "secret" blend remains a trade secret, the flavor profile is characterized by:

• The Scent of the Coast: Subtle saline notes that evoke the sea breeze.
• Ripening Spices: A warm, aromatic heart shaped by spices grown in the shade of the Western Ghats.
• Lingering Sweetness: A balanced, unhurried finish that avoids the cloying artificiality often found in mass-market spiced rums.

The liquid is designed for versatility, catering to the growing "lifestyle-first" consumer who enjoys complex spirits either neat, on the rocks, or as a vibrant base for tropical cocktails.

Market Strategy: The "Accessible Premium" Bracket

Lost & Found has been launched at a strategic price point of INR 1,600 in Goa. This pricing places it firmly in the accessible premium segment, allowing it to compete with both established international labels and the new wave of craft spirits.

Phased Rollout Plan

The distillery has adopted a "Goa-first" strategy, launching during the festive carnival season to align with the state’s high-energy hospitality scene. The expansion plan includes:

1. Current: Goa (Primary Launch)
2. Immediate Next Steps: Maharashtra, Haryana, and Karnataka.
3. Target Venues: High-energy bars, experiential hospitality formats, and destination venues.

Building A Lifestyle Brand: The Hideaway Partnership

In a departure from traditional volume-led marketing, Third Eye Distillery has partnered with Hideaway Goa as the official brand ambassadors and custodians. This collaboration focuses on:

• Community & Storytelling: Using music and art to bring the "Lost & Found" world to life.
• Cultural Integration: Moving beyond the bottle to create a brand that represents a way of life, not just a product.

Part Of A Growing Empire

The launch of Lost & Found follows a series of successful expansions for Third Eye Distillery. Following their 2020 gin revolution and the 2025 launch of Otherside Subcontinental Whiskey – which won Gold at the World Whisky Masters 2025 – the distillery is proving its ability to disrupt multiple categories.

Comparison of Third Eye Portfolio

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Summing Up

The launch of Lost & Found is more than just a new product; it is a testament to the maturation of the Indian craft spirits industry.

By combining sophisticated botanical infusion techniques with a narrative rooted in local culture, Third Eye Distillery is poised to do for rum what it previously did for gin: make it a spirit of choice for the modern, discerning drinker.

As the brand rolls out across India, it stands to challenge the dominance of Caribbean imports and establish a new benchmark for what "Tropical Spiced Rum" can be.