Varun Beverages moves into spirits with new alcoholic drinks venture

Varun Beverages Limited has taken a strategic step to diversify its portfolio by entering the alcoholic beverages sector, marking a significant expansion beyond its core non-alcoholic drinks business. The company's board has greenlit the establishment of KIVA Spirits and Company as a wholly-owned subsidiary to spearhead this new vertical.

To lead the venture, Varun Beverages has appointed Prathmesh Mishra as Managing Director and Chief Executive Officer. Mishra brings substantial industry experience from his tenure at Diageo, the global spirits and beer conglomerate, positioning him to navigate the complexities of India's regulated alcoholic beverages market.

The move reflects Varun Beverages' ambition to strengthen its market presence across different consumer segments. The company, which commands a strong position in the soft drinks and juice categories, sees the alcoholic beverages space as a natural extension of its beverage operations.

The entry into spirits comes as consumer preferences in India continue to evolve, with growing demand for premium alcoholic beverages. By establishing a dedicated subsidiary, Varun Beverages aims to maintain operational clarity and regulatory compliance while building a focused business unit in this new segment.

The company's board approval represents a decisive move to capitalize on growth opportunities in the broader alcoholic beverages market, leveraging its distribution networks and brand-building expertise.