Devans’ premium handmade gin will be priced ₹Chairman and Managing Director Prem Dewan said 3,000 bottles will be launched on 750ml bottles in Delhi, Haryana, Uttarakhand, Maharashtra and Goa.
He said the company is funding its growth with internal accruals, and is also preparing to launch two variants of its Gianchand Single Malt Whiskey, as well as developing other super quality liquor brands that are scheduled to be issued this fiscal year (2025-26) (2025-26).
Dewan also developed a senior plan for the company’s beer business, which accounts for about 65% of Devans’ mistakes in 2024-25. The remaining 35% of the company’s revenue comes from selling bulk malt spirits to other liquor companies.
Drinking producers of quality and super-quality portfolios have doubled on the high-end variant as raw material costs rise in the economic drinking market.
Last week, Amrut Distilleries Pvt. The limited company is known for its eponymous single malt whiskey, and he said it is expanding its premium rum portfolio with the world’s first single malt rum.
A vibrant journey
Jamu-based Devans, known for brewing Godfather’s beer, launched his first single malt whiskey, Gianchand in 2021. The company has been producing malt spirits for other liquor companies since 1961, but its own whisky brand has seen steady sales growth. (The company did not disclose its revenue.)
Devans’ new spirits are being produced in its Mu-check facility, which has the ability to produce over 400,000 liters of spirits per month. “Our facility has the largest pot plate in India and can meet the maturity of 25,000 barrels of malt spirit,” Dewan said.
Vikram Achanta, co-founder and CEO of Delhi-based beverage consulting firm Tulleeho, said the Devans journey from beer to single malt was fun.
“Their DNA as a group has been beer and[they]have also successfully premiumed their beer portfolio. They have done the same in the supply of B2B (business-to-business) to other companies’ malters,” Achanta said.
“They took careful steps to get to this, but it’s possible to grow from here because it’s a very good product,” he said.
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However, Achanta added that India’s single malt business has become highly competitive, with many international brands entering the market, and various Indian players are keen to expand their ability to meet demand.
India sold about 675,000 boxes of single malt whiskey in 2023, up 16% in 2022, according to the latest data provided by the Federal Alcohol Beverage Company of India. Domestic brands account for more than half of these sales.
Godfather Manufacturer’s Quality Run
Devans entered the premium beer space in 2024 with its “Six Fields” brand, which initially debuted as Wheat Beer and now includes a Pilsner with 4.7% alcohol and brute force, a powerful beer with a content of over 6%.
Dewan said more premium beer brands are being used for FY26 cards. He did not reveal more details, except that high-end beer currently forms a small part of Devans’ beer business, but is ready to grow.
The price of six fields is around ₹150 per can. Prices of Bilson jars and savage jars around ₹90 and ₹140 respectively. Godfather’s expenses ₹130. Prices vary from state to state.
Overall, Dewan expects Devans’ beer sales to grow by 50% in 2024-25 as the company expands its production capacity and enters new markets, including Maharashtra.
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Devans plans to take advantage of the surge in demand for beer in India by increasing its capacity for quarantine facilities (currently around 40,000 kilograms). “We will apply for a license as soon as possible to expand our business,” Dewan said.
In Maharashtra, Devans introduced all beer earlier in the 25th fiscal year and the company is in partnership with breweries to sell about one million boxes of beer in the state in its first year. Currently, the company relies on a shared packaging arrangement in Arunachal Pradesh, Assam, Jharkhand, Uttar Pradesh and Tamil Nadu to cater to the Maharashtra beer market.
Summer tip
About two years ago, Dewan fixed Devans’ production capacity to 156,6 million kilograms of beer per month. The company’s monthly capacity, including capacity at its own brewery and external commissioned plants, has since increased to 240,600 kg.
In addition, its brewery can produce up to 60,000 kilograms of malt spirits and foreign liquors or IMFLs made in India.
Godfather manufacturers believe that demand looks strong due to heat waves across India.
“We expect a 50% increase in the summer quarter (April to June),” Dewan said. “We should also be able to manage our ability to avoid any disruptions in states where policy changes. We have increased partnerships and increased sales in various states.”
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