Quaffine Sets Its Sights On Global Markets With Launches In Ghana, Dubai, Lebanon

In the vibrant landscape of India’s beverage industry, Quaffine stands out as a pioneering brand. Launched in 2022 under Indie Brews & Spirits Pvt Ltd, founded by Isaac Vivek Mani and Olson Pereira in Goa, Quaffine has established itself as India’s original cold brew coffee liqueur. The brand name, a clever blend of ‘aqua’ and ‘caffeine,’ embodies a commitment to quality and Indian authenticity, seamlessly infused with global standards.

Isaac Vivek Mani, Founder and CEO of Indie Brews & Spirits, shared his vision during an interview with Bizz Buzz: "It was our love for Madras filter coffee that inspired us to create Quaffine. Having worked in the spirits category, we knew that Indian consumers are more than willing to give a chance to craft products... We focused on creating an honest and unique Indian coffee liqueur."

Quaffine, crafted from 100 per cent Arabica beans sourced exclusively from Chikmagalur’s coffee estates, undergoes a meticulous 18-step process that ensures an unparalleled taste experience. As Mani elaborates, "Through precise sourcing, roasting, brewing, and maturation, Quaffine ensures unmatched consistency and quality."

What was the inspiration behind the brand?

It was our love for madras filter coffee that inspired us to create Quaffine - India’s first cold brew coffee liqueur. Having worked in the Spirits category, we knew that Indian consumers are more than willing to give a chance to craft products. We focussed on creating an honest and unique Indian coffee liqueur.

Thanks to the rise of specialty coffee in India, consumers are aware of how versatile coffee is in cocktails. They want to try new cocktails at bars and home. Bars are serving Quaffine with tonic, Quaff-groni (take on negroni), they are mixing it up with all spirits, including whiskies and rums.

As India’s first cold brew coffee liqueur, Quaffine stands out by combining meticulous Indian craftsmanship with global standards. It is crafted with 100 per cent Arabica beans sourced from Chikmagalur’s coffee estates in Karnataka, and specifically roasted to a perfect medium-dark. Through an 18-step process encompassing precise sourcing, roasting, brewing, and maturation, Quaffine ensures unmatched consistency and quality, delivering a unique blend of flavours free from additives or artificial ingredients. Each step, from selecting the finest beans to hand-dressing each bottle, and boxing them - is a carefully honed craft and embodies the brand’s commitment to creating an exceptional coffee liqueur category.

Where is the company based and what was the rationale behind the launch in Mumbai?

While the company is based in Chennai, we started our operations in Goa. Our ambition is to be the number 1 brand in the coffee liqueur category and launching in Mumbai is a big step towards it. Our plan is to establish a footprint in over 200 of Mumbai’s most iconic bars—spanning luxury five-star venues to popular mid-tier bars and local joints and over 100 retail outlets—within the first 60 days of launch. Mumbai has always supported genuine and honest start-up brands, and we are hopeful the consumer and industry will support us as well.

With presence across more than 600 points of sale, including a mix of over 500 retail stores and over 100 restaurants and bars in Goa, the brand expansion to Mumbai marks a strategic move aimed at redefining the city’s drinking culture while ambitiously positioning itself as the go-to coffee liqueur across the country.

Building on its success in Goa and the launch in Mumbai, the brand is now eyeing Pune, Gurugram, Delhi, Bangalore, Puducherry, and beyond as it aims to scale new heights in the alco-bev market.

Continuing our tradition of launching Christmas editions, we will launch our third Christmas edition in November 2025. We are expanding our portfolio with new liqueurs in July 2025. Our new international markets include Ghana, Dubai & Lebanon.

Do you plan to have the brew blended with any other liquor like vodka, feni, gin etc?

Our intent is to keep breaking through the Indian Spirits Industry with 100 per cent genuine and innovative speciality beverages. We have been experimenting with various new products and will be soon launching a portfolio of unique brands.

Olson Pereira, Co-founder Master Blender of Indie Brews and Spirits Pvt Ltd (Parent company of Quaffine), commented, “Coffee has always been more than just a beverage; it’s a culture. We wanted to tap into this sensibility by offering a premium liqueur that seamlessly incorporates itself into modern drinking habits. Liqueurs may be a minor player in the cocktail space, but they are crucial. That’s why we’ve committed to upgrading the category and bringing India’s craftsmanship to the forefront. We are clear about one thing – to create genuine and honest Indian products of the highest quality standards. No shortcuts, no compromises. Each time we create a liqueur, it’s from India to the world.”

What is your production like in terms of cases and what is your yearly sales target?

Our ambition is to touch 10,000 cases by the end of next fiscal year.

What are the price points for your brands?

Quaffine is priced at Rs 1850 in Goa, Rs 2850 in Mumbai and Pune and Rs 1800 in Puducherry

Are you marketing it as an RTD, bottle or as cocktail mix?

Quaffine is a versatile drink, it serves as a pick-me-up shot, a refreshing brunch drink which is Quaffine with ginger ale or tonic or On the Rocks at home We’ve had chefs and home bakers use it in cakes, tiramisu and affogatos. Quaffine shots are also becoming a ritual at bars and sometimes as a wedding toast! Our packaging includes short recipes and our website has a variety of drinks that can be made with Quaffine.

Which distribution channels are you targeting like retail, horeca, CSD and exports?

We are focusing on Horeca and retail business in India as the primary market. We have been receiving queries from various international markets, currently we export to Thailand and Kenya.

How do you plan to create awareness for the brand on a mass scale?

Our intended purpose is to alleviate coffee cocktails at bars and home. We will be launching an aggressive digital campaign to show how people can make coffee cocktails at home.

What is the nature of the promotions you plan for the brand?

We do special coffee cocktail promotions at Bars, that mostly include Budangiri Highball (Quaffine and gingerale) and Quaff-groni, our take on Negroni, (Quaffine, Campari and Sweet vermouth). Consumers also love Quaffine shots.

What are your future plans in terms of new brands and new international markets?

Quaffine, India’s first cold brew coffee liqueur brand aims to go national, kickstarts expansion in Mumbai Quaffine is priced at Rs 1850 in Goa, Rs 2850 in Mumbai and Pune and Rs 1800 in Puducherry