Global Drinks and Platinum Liquids partnership sees growth in India, through Asia
Gaurav Joshi of Platinum Liquids and Harry Kartasis
of Global Drinks Ltd have partnered to expand premium spirits across Asia and
India
One year after launching at TFWA Asia Pacific in Singapore, MISAKA whisky, which is co-developed by Global Drinks Ltd (GDL) and Japanese master distillers, continues to gain momentum across Asia Pacific travel retail.
MISAKA’s launch is being spearheaded by GDL Managing Director Harry Kartasis, who describes the whisky as a fusion of 700 years of Scottish whisky-making and 100 years of Japanese whisky craftsmanship. The brand is inspired by the Misaka Mountain range in Japan, known for its pristine water and rare Mizunara oak, which are integral to the whisky’s flavor profile.
MISAKA whisky, a fusion of Scottish and Japanese craftsmanship, gains momentum in Asia Pacific travel retail
Border expansion
The brand has carved a strong niche in Asia’s duty free and border store markets, according to Kartasis. “A year on, we’re about where we expected to be, especially considering the challenging market,” he says. “We’ve recently launched in Macau Airport and are now present in Hong Kong, Seoul, Changi in Singapore, Australia and New Zealand. India, however, is our primary whisky market – we’re in Delhi and Hyderabad, with Mumbai coming soon.”
MISAKA’s first-year strategy focused on airports and border outlets, with notable success in the latter category. “We’ve seen strong results from the border store segment, especially ferry terminals,” Kartasis says. “In Hong Kong, Avolta operates key border shops for the high-speed rail link to Guangzhou, which is a huge channel. Being based in Hong Kong, it’s also logistically efficient.” MISAKA is the company’s own brand, but it complements its portfolio of agency brands well, according to Kartasis.
MISAKA whisky makes its debut at Hyderabad Duty Free, part of India’s key whisky market expansion
While airports remain GDL’s core business in Asia, the company is actively expanding its reach into border retail. “Avolta was our first duty free customer in Hong Kong, and that relationship has been excellent,” says Kartasis.
Supply chain operation
Beyond MISAKA, GDL has grown its regional footprint through its supply chain business, which has scaled significantly since 2020. Originally sparked by warehouse changes during the pandemic, GDL now manages aggregated shipments to help smaller brands meet minimum order requirements more economically.
“We run a major supply chain operation for Lagardère Travel Retail, managing their spirits business in Hainan, Japan and Cambodia – and now their tobacco business, too,” Kartasis explains. “Hainan is the largest volume-wise. We’ve also started helping brands reach minimum order quantities by aggregating orders with partners like B&S in the Middle East and through our expanding operations in India.”
Platinum Liquids partnership
GDL has teamed up with industry veteran Gaurov Joshi, the former head of Bacardi’s Global Travel Retail operations in India, to introduce a new wave of premium spirits to the Indian and Middle Eastern markets through his latest venture, Platinum Liquids.
El Dorado’s acclaimed aged rum range from Guyana expands into Asian markets through the GDL-Platinum Liquids partnership
Platinum Liquids, already making a name for itself as a dynamic new spirits distributor, holds exclusive rights in India for MISAKA, alongside El Dorado, the acclaimed aged rum from Guyana, and Loca Loka, a bold new tequila backed by Indian celebrities Rana Daggubati, Anirudh Ravichander and Harsha Vadlamud.
With a focus on heritage, craftsmanship and spirits market momentum, the partnership is well timed to ride India’s surge in premium spirits’ demand. “We’re seeing phenomenal response from key travel retailers in Delhi, Hyderabad and Mumbai,” says Joshi.
El Dorado, a brand with over 300 years of distilling history, is expanding beyond its core markets in the Caribbean and North America. Known for its extensive aged range including 3, 5, 8, 12, 15, and 21-year expressions, the brand is now targeting expansion in Asia and the Middle East. Its 12-year expression is the top-selling SKU, while the 15-year variant is its most awarded.
Venkata Subba Raju of Global Drinks with Loca Loka tequila, which is backed by Indian celebrities Rana Daggubati, Anirudh Ravichander and Harsha Vadlamud
Loca Loka brings a fusion of Indian charisma and Mexican spirit to the tequila category. Made and bottled in Mexico from blue agave, the brand leans into a playful narrative: “If India and Mexico had a wild night, the result would be Loca Loka,” says Joshi. With eye-catching packaging and a mythical east-meets-west label featuring an Indian tiger and a sombrero-wearing bear, the brand has already secured listings at Singapore’s Changi Airport and is on the cusp of broader travel retail distribution across Asia.
MISAKA, meanwhile, taps into the booming interest in Japanese-style whisky, leveraging its market-savvy branding to position itself as a longstanding staple, despite being new to shelves. “The name carries a sense of legacy,” Joshi said. “Sometimes I don’t even correct customers who assume it’s a heritage label.”
