Aspri Spirits has announced a strategic partnership with Flor de Caña to strengthen and expand the premium rum category in India.
The collaboration marks Flor de Caña’s focused entry and expansion into India through Aspri Spirits’ extensive distribution, marketing and brand-building capabilities, bringing one of the world’s most awarded and sustainably crafted rums to discerning Indian consumers.
India’s rum market is witnessing a significant transformation, driven by premiumisation, evolving consumer preferences, cocktail culture and increasing demand for authentic global spirits. According to industry estimates, the Indian rum market was valued at INR 236 billion in FY2025band is projected to reach INR 359 billion by 2030, growing at a CAGR of 8.7%. While dark and golden rum continue to dominate the category, white rum is emerging as the fastest-growing segment, reflecting the growing popularity of contemporary rum cocktails and premium drinking experiences.
Against this backdrop, Aspri Spirits and Flor de Caña aim to elevate consumer appreciation for premium rum through education, experiential activations, bartender engagement and strategic presence across key on-trade and retail channels.
Founded in 1890 and produced at the base of an active volcano in Nicaragua, Flor de Caña is recognised globally for its naturally aged, additive-free rums and its leadership in sustainability. The brand is carbon-neutral and Fair Trade certified, making it one of the most sustainable spirits brands in the world.
Through this partnership, Indian consumers will gain access to Flor de Caña’s award-winning portfolio, including:
- Flor de Caña Extra Seco 4 Year – A crisp and versatile white rum with tropical notes and vanilla nuances.
- Flor de Caña Gran Reserva 7 Year – An elegant sipping and cocktail rum with notes of toasted coconut, honey and dark chocolate.
- Flor de Caña Centenario 12 Year – A premium, naturally aged rum offering flavours of vanilla, baked apples and honey.
- Flor de Caña Centenario 18 Year – A refined ultra-premium sipping rum with exceptional depth, complexity and a long oaky finish.
- Flor de Caña Spresso – An innovative coffee liqueur featuring rich coffee, chocolate and vanilla notes.
Speaking about the partnership, Pritish Matai, CEO, Aspri Spirits Limited, said, “India’s spirits landscape is evolving rapidly, and consumers today are actively seeking authenticity, provenance and quality. Rum is one of the most exciting categories poised for premium growth, and Flor de Caña represents everything that modern consumers value – heritage, craftsmanship, sustainability and exceptional taste. At Aspri Spirits, our role extends beyond distribution; we build brands and categories. We see a tremendous opportunity to shape the future of premium rum in India and establish Flor de Caña as the benchmark for the category.”
Commenting on the partnership, Ricardo Selva, Business Development Director, Flor de Caña, said, “India is one of the most dynamic and promising spirits markets in the world, and premium rum is entering an exciting new chapter. As such, this market has been a strategic priority due to its scale, sophistication and growing appetite for premium experiences. We are delighted to partner with Aspri Spirits, whose expertise in building international brands and deep understanding of the Indian market make them the ideal partner to accelerate Flor de Caña’s growth and introduce more consumers to our award-winning portfolio.”.
The partnership comes at a time when India’s luxury alco-beverage segment is expected to witness robust growth, fuelled by rising disposable incomes, increasing urbanisation, greater exposure to global brands and the growing preference for premium drinking experiences among younger consumers.
Later this year, Flor de Caña will host the 6th edition of its globally acclaimed Sustainable Cocktail Challenge, celebrating creativity, classic cocktails, and sustainability among the world’s most talented bartenders. The winner from India will earn the opportunity to represent the country at the global finals in Nicaragua, competing on an international stage while championing sustainable mixology.
Together, Aspri Spirits and Flor de Caña are committed to driving category education, expanding premium rum occasions and creating a new generation of rum enthusiasts across India.
