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South Seas Distilleries brings spirit once banned under British rule to UK
Banned under British colonial rule for a century, South Seas Distilleries is reviving India’s mahura spirit for the first time, and has chosen the UK as its first export market. Eloise Feilden reports.
In September 2024 South Seas Distilleries launched its Six Brothers brand in India, reviving a family legacy and rescuing India’s heritage spirit from obscurity.
Six Brothers expressions have been distilled from the Mahura flower (Madhuca Longifolia, also known as Mahua, Mahuva, Mahuda or Mhowra) native to the forests of western and central India.
The plant, whose flower has traditionally been used to make a mahura spirit in India, was deemed a dangerous intoxicant that was a threat to public health and morality under British colonialism, leading to its ban. The Mhowra Act of 1892 prohibited the collection of mahua flowers and the production of this flower-based spirit during the colonial period.
Many believe that the flower, which was traditionally used by tribal communities in the country, was banned in a bid to limit competition with European spirits imports.
Even after India gained independence in 1947 mahua remained classified as a low-quality, “dangerous” drink in the country. Tribal communities were denied the right to produce and sell it beyond traditional village markets.
South Seas Distilleries wants to see the spirit thrive again.
Despite the complex history with Britain, the company, one of India’s oldest malt distilleries, has chosen the UK as its first export market.
“It’s about reviving lost heritage on a global stage,” said Rupi Chinoy, director at South Seas Distilleries & Breweries, who views the UK launch as “a bold way to reclaim a spirit that was nearly erased under British colonial rule”.
From a strategic perspective, the UK is also a critical international market to crack if South Seas wants to take mahura global.
“The UK is an important market for this launch because of its love for premium spirits, a growing appreciation for Indian craftsmanship, and a large diaspora that values cultural traditions. Plus, London is a global drinks hub and a leader in cocktail innovation,” Chinoy said.
Breaking into such a mature spirits market with an entirely new category is no easy feat. South Seas has narrowed in on the on-trade to break into the market, and held a cocktail competition earlier this month inviting bartenders from some of London’s top venues to craft cocktails with the spirit.
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Timotei Bodolan, bartender at Bar LUUM and one of the competition’s entrants, said London was the perfect location to platform a spirit like mahura. “London is renowned for its appetite for fresh, exciting experiences, and Six Brothers taps into that perfectly. The city’s cocktail culture is all about exploring new flavours, and this spirit offers just that—an innovative and exciting option for those seeking something new,” he said.
The UK cocktail market is open to new spirits, according to Marina Juszczyk, Head Bartender at SOMA, “especially with such a unique flavour profile and story behind it”.
The competition
The Six Brothers Mahura Masters took place at Rosewood London’s Scarfes Bar on Monday 3 March, bringing together 17 bartenders from luxury hotel bars, fine dining destinations and independent venues.
Chinoy said: “The fact that Mahura is an entirely new spirits category means that the cocktails entered in The Six Brothers Mahura Masters will uncover inspiring ways to use the spirit, creating serves that showcase its versatility and could become synonymous with Six Brothers as a brand, and how Mahura is experienced and enjoyed as a category.”
Competition entrants were among the first to craft serves using a yet-unreleased spirit.
Bilal Tekec, mixologist and bar manager at Chiave, believes that Six Brothers taps into a trend among cocktail drinkers in the UK who are becoming “increasingly adventurous, moving beyond classic profiles and embracing unconventional, bold ingredients”.
Tekec said: “Six Brothers serves as an excellent adjuster in cocktails, adding depth and complexity while helping to reshape palates.”
Judging the competition were FT columnist Alice Lascelles, db contributor Douglas Blyde, OurWhisky Foundation’s Millie Milliken, Th!nk Drinks creative director Pritesh Mody, bartender and consultant Francesco Braun and Three Sheets Bar director Max Venning.
The judges chose two winners out of the 17 participants: Wichayarat ‘Ping’ Chantawichayasuit, bartender at Ginger Lily, Pan Pacific London and Giovanni Dellaglio, head bartender at Le Magritte, The Beaumont Mayfair.
Max Venning praised “the wide array of cocktail styles that embraced Mahura’s exceptional versatility”, as did Alice Lascelles who reflected on the competition, saying “the creativity on show was fantastic, with contestants using Six Brothers Mahura and an array of Asian-inspired ingredients to create cocktails ranging from spicy highballs and bittersweet aperitivos to sophisticated Martinis”.
Following a successful debut in the Indian market, Six Brothers is set to launch in the UK in 2025 before expanding into Europe and then globally.
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