Diageo’s subsidiary United Spirits’ recent acquisition of a 15% stake in Pistola marks a significant move in the spirits industry, reflecting a strategic shift towards the burgeoning craft segment. With an investment totalling Rs 5.65 crore, United Spirits demonstrates a firm commitment to tapping into the potential of the premium craft market, positioning itself for future growth and expansion.
Pistola, founded by Rakshay and Radhika Dhariwal in 2010, has rapidly emerged as a key player in the homegrown agave spirits sector. The brand’s dedication to innovation and quality is evident in its Maya Pistola range, which includes a diverse selection of spirits such as Joven, Rosa, Reposado, Añejo, and Extra Añejo. What sets Pistola apart is its meticulous sourcing of ingredients, utilising eight to 10-year-old wild agave Americana grown in the volcanic soil of India’s Deccan Plateau. Moreover, the liquid is matured on the shores of Goa in virgin American white oak, ex-Bourbon, or ex-red wine casks, adding depth and complexity to the final product.
The partnership with United Spirits injects capital into Pistola and opens up new avenues for growth and expansion. Leveraging United Spirits’ expertise and distribution network, Pistola aims to further elevate its brand presence and reach a wider audience both domestically and internationally. This synergy between two key players in the alcobev space sets the stage for an exciting journey ahead, marked by innovation, quality, and a shared passion for crafting exceptional spirits. As Pistola continues to flourish, United Spirits stands ready to support its growth trajectory, reaffirming its commitment to shaping the future of the craft spirits market.
Title Image Credit: Pistola via Instagram
