United Spirits (USL), the Indian arm of Diageo, has made a strategic investment in premium craft liquor startup Nuvola Spirits. USL has acquired a 10.08% per cent stake for INR 2.69 crore as it aims to strengthen its presence in India’s fast-growing premium and craft alcoholic beverages segment.
Nuvola Spirits, for those unversed, was founded in 2023 by husband-wife duo Raghav Sachdeva and Aakriti Kochhar Sachdeva. It has built a portfolio of globally inspired premium spirits, including Mikiamo, an Italian-style liqueur brand as well as Seoulmate, a Korean-inspired soju brand aimed at younger Indian consumers.
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Diageo India’s arm United Spirits has bought a 10.08% stake in Nuvola Spirits, with the investment helping the startup expand its distribution network. It will also strengthen its portfolio and accelerate the launch of more internationally inspired premium spirits in India.
“This partnership marks a defining moment for Nuvola Spirits,” founders Aakriti Kochhar Sachdeva and Raghav Sachdeva said. They stated that USL’s partnership will help them accelerate growth, strengthen their portfolio and continue building brands that redefine India’s premium craft spirits landscape.
For Diageo India, the investment is a signal towards continued interest in emerging premium alcohol categories. As Indian consumers increasingly experiment with global drinking cultures and premium offerings, India’s alcobev landscape is evolving rapidly.
The company stated that it remains focused on building globally inspired premium spirits brands that blend authenticity, craftsmanship, and accessibility.
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Diageo’s India arm, United Spirits, has made a strategic investment in premium craft liquor startup Nuvola Spirits. By acquiring 10.08 per cent stake for INR 2.69 crore, it aims to strengthen its presence in India – an ever-evolving premium and craft alcoholic market.
