When you think of rum, do you imagine sipping it by a roaring fire on a cold winter’s night? Lalit Kalani, founder of Rock Paper Rum under Good Barrel Distillery, is here to challenge that notion and expand your rum repertoire to all seasons.
Kalani’s journey into the rum world began when he launched Rock Paper Rum in October 2022. Having spent significant time in the US, he noticed a wave of craft liquors, particularly gin, making inroads and resonating with consumers. Upon returning to India in 2020, he observed a similar trend. “When I moved back, I saw this whole wave of craft liquors and Indian craft liquors happening, especially through the gin revolution,” Kalani explains. This observation laid the groundwork for his foray into the alcohol industry, a sector his family had been involved in years before.
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Busting the rum bubble
A common misconception in India is that rum is a winter drink. Kalani is quick to debunk this. “It’s a myth that it should only be consumed in the colder seasons. If you think about where rum really originated, like the Caribbean Islands, they’re all tropical areas. There’s nothing about seasonality where that comes from,” he asserts. This belief, deeply ingrained in Indian culture, needs re-education, and Kalani is committed to this change.
Kalani points out that many popular cocktails, enjoyed year-round, are rum-based. “When you ask people what cocktails they like, they say Pina Colada or Mojito. Those are all rum-based cocktails that have existed, and they don’t even know that they’re drinking rums right now on the beach or at a boat,” he notes. This highlights the versatility of rum and its suitability for any season, not just the colder months.
The Indian rum market
The rum market in India is substantial, worth around 15,000 to 17,000 crore rupees ($2 billion). It’s the second largest category after whiskey, significantly larger than the gin category. This presents a huge opportunity for premiumization. “Rum is going through its revolution in the Western world. We were hoping that would come to India as well. Rum became a very exciting opportunity,” Kalani shares.
Rock Paper Rum aims to tap into this mid-premium segment, offering great value without veering into ultra-premium or mass segments. This strategy is designed to appeal to a broad range of consumers looking for quality products at an affordable price.
Kalani is optimistic about the future of rum in India. “Seasonality does have a big impact, but the myth that rum is only for winter is slowly being busted. The industry is growing, and more startups within the rum category will help change this perception over time,” he believes. The trend of flavored rums, such as lemon, coconut, and coffee, is also contributing to rum’s year-round appeal. “We launched flavored rums that are very much summer alcohols, which help sustain growth even during the off-peak season,” Kalani adds.
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Looking Ahead
The journey for Rock Paper Rum is just beginning. The first financial year saw significant success, with sales of around 5 crore rupees primarily in Maharashtra. The focus now is to significantly increase revenue by 4X within the new financial year on expanding to new markets like Goa, Haryana, Puducherry and parts of the Northeast, while maintaining a steady and sustainable growth strategy.
“We are excited for the monsoon to come because we’ve taken the last six months to really set up. We built that foundation, and now we’re ready to expand,” says Kalani. The plan is to ensure each market is well-penetrated before moving on to the next, aiming for long-term brand building over quick wins.
Kalani’s vision for Rock Paper Rum is clear: “Our strategy has always been to go into a few markets, make sure it’s doing well before expanding further. Building a brand takes time, and that’s what we’re focused on.”
As Rock Paper Rum continues to grow, one thing is certain—rum is not just a winter drink. It’s a versatile spirit meant to be enjoyed all year round, breaking free from seasonal constraints and finding a place in your glass any time you choose.
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