Adie Broswon has announced the expansion of its vodka brand MOOOZ into Uttar Pradesh, marking another step in the company’s North India growth strategy. Following its presence across Delhi, Punjab and Chandigarh, the brand aims to strengthen its footprint in one of India’s largest and rapidly evolving alcobev markets.
Crafted in Punjab and headquartered in Gurgaon, MOOOZ is positioned for consumers who value smoothness, purity and versatility. Produced using carefully selected rice grains sourced from Punjab, the vodka undergoes triple distillation alongside a five-stage filtration process, including Platinum, Gold and Diamond filtration processes designed to deliver a refined and clean drinking experience.
The Uttar Pradesh expansion comes at a time when top-tier spirits consumption continues to grow across emerging urban centres, driven by younger consumers seeking contemporary and elevated drinking choices.
For Adiraj Singh Chadha, Executive Director, Adie Broswon Group, the move carries strategic importance as consumer preferences continue evolving across key North Indian markets. “Uttar Pradesh is an important market for us given its scale, evolving retail ecosystem and rising appetite for better-crafted spirits. Over the last few years, consumer preferences have steadily moved towards smoother, better-crafted products that offer both quality and versatility. With MOOOZ, we wanted to introduce a vodka that reflects precision, refinement and consistency while remaining accessible to a wider audience. The response across Delhi, Punjab and Chandigarh has been highly encouraging, and this expansion marks another significant step in strengthening our presence across North India,” she said.
Positioned against players such as Magic Moments, MOOOZ is currently available in 750 ml, 375 ml and 180 ml SKUs. Priced at INR 650 for a 750 ml bottle in Delhi, the brand aims to offer a balance of crafted quality and accessibility.
MOOOZ follows a grain-to-glass philosophy, combining Extra Neutral Alcohol and demineralized water to create a vodka recognised for its neutral palate, smooth finish and mixability. The brand has also received positive consumer response for its clean taste and absence of bitterness or harsh aftertaste.
Echoing the brand’s long-term growth plans, Bikramjeet Singh Chadha, Executive Director, Adie Broswon Pvt. Ltd., noted that Uttar Pradesh represents a significant opportunity within India’s expanding spirits segment. “The vodka category is seeing strong momentum across India, particularly among consumers who are increasingly exploring cocktails and modern drinking experiences. Uttar Pradesh presents a strong opportunity for us because the market is witnessing greater demand across retail and hospitality channels for brands that deliver consistency and a superior taste profile. MOOOZ has been developed with a strong focus on smoothness and purity, and we believe its character will resonate strongly with consumers in the state. This expansion also aligns with our larger plans around strengthening distribution and building long-term market presence,” he added.
The company plans further expansion into Haryana, Rajasthan, and Uttarakhand as part of its broader growth roadmap.
