Exclusive Connoisseur Series

The Spirit of the Forest

Vaniitha Jaiin is redefining modern luxury and liquid

storytelling from the heart of Goa's wild terroir

In the soaring landscape of Global Alcobev, true luxury is no longer measured merely by the price of a bottle or the prestige of its label, but by the depth of its substance, the authenticity of its provenance, and the clarity of its vision. Enter Vanaha Gin, a liquid masterpiece deeply rooted within the majestic, pristine expanse of the Sattari forests in North Goa. Vanaha does not simply compete on the international stage; it redefines it, achieving rare global milestones as one of the world’s most awarded spirits born out of India. Every drop of this multi-awarded spirit captures an evolving, layered symphony of freshness, earthiness, and quiet complexity, offering a profound sensory narrative that unfolds seamlessly across the palate.  

Behind this liquid revolution stands Vaniitha Jaiin, the Founder and CEO of Revelry Distillery and the visionary creator of Vanaha Gin. A celebrated trailblazer in India’s Luxury Alcobev industry, Vaniitha has carved an exceptional path as one of the very first women in the country to independently establish, build, and completely own a distillery, ground up. Backed by a meticulous formal education from the prestigious Wine & Spirit Education Trust (WSET) in London and a specialization in Luxury Brand Management from ESSEC Business School in Paris , she possesses a rare fusion of strategic brilliance and deep technical expertise. As an international wine and spirits judge with extensive experience evaluating categories across Europe, the United States, Asia, and the United Kingdom , Vaniitha represents a highly respected generation of Indian spirits leadership—one where uncompromising craft excellence and global resonance gracefully converge.  

We sat down with the visionary epicurean to explore her journey from an industry-leading brand strategist to an independent distiller, the profound influence of the Goan terroir, and her philosophy on the future of premiumization.

Excerpts from the Interview

TLI: You have had a strong foundation in brand strategy within alcobev—what catalysed your decision to build Revelry Distillery from the ground up?

VJ: My decision to build Revelry Distillery was not a sudden pivot. It was the result of years spent working closely with brands and understanding both their potential and their limitations. While working in brand strategy, I often realised that the most meaningful part of a product—how it is actually made—was not always within our control. Over time, my interest shifted from building narratives around products to shaping the product itself from first principles. That shift required moving closer to the source. Building a distillery became the only way to fully align craft, process, and brand. It allowed me to create with intent rather than interpretation.  

TLI: Vanaha is deeply rooted in the Sattari forests of North Goa—how does this terroir influence the gin’s botanical narrative and flavour architecture?

VJ: Vanaha as an idea existed before Sattari became home to the distillery, but living and building within the forests of Sattari gave the brand a deeper sense of place and meaning. The region has a raw, immersive beauty—dense forests, changing light, rich vegetation, and a certain stillness that stays with you. Over time, that environment naturally shaped how we thought about the spirit and its botanical architecture. We wanted the gin to feel layered, balanced, and evolving, much like the experience of being in a forest itself. There is freshness, earthiness, depth, and quiet complexity within the liquid, all of which are deeply influenced by the rhythm and character of Sattari.  

TLI: In an increasingly crowded craft gin market, what defines Vanaha’s unmistakable signature?

VJ: India is going through a very interesting phase across consumer products, where people are seeking more depth, authenticity, and individuality in what they choose to experience. That shift is creating space for brands with distinct points of view across categories, including craft spirits. In many ways, this is still the beginning of that journey. What defines Vanaha is its clarity of identity. From the outset, we wanted to create a gin that feels deeply connected to nature and layered in character. The signature lies in the balance of the liquid, the forest-led philosophy behind it, and the way the spirit gradually unfolds across the palate with freshness, earthiness, texture, and depth. Beyond the liquid itself, every aspect of the brand, from the distillation process to the visual language, has been built with the same intent and sense of cohesion.  

TLI: What role does design, storytelling, and visual identity play in positioning Vanaha as a luxury craft spirit?

VJ: Design and storytelling play a very important role, but for us they were never approached as surface elements added after the product was created. They had to emerge from the same philosophy as the liquid itself. With Vanaha, every detail—from the bottle and visual language to the storytelling and experience around the brand—was developed to reflect a sense of depth, balance, and timelessness. In the luxury space today, consumers are looking for brands that feel considered and authentic. Visual identity helps create that emotional connection and establishes a sense of world-building around the product. Storytelling then gives context to the spirit, its origin, its process, and the intent behind it. When these elements are aligned with the quality of the liquid, the brand experience becomes far more immersive and memorable.  

TLI: Luxury today extends beyond product into experience—how do you envision Vanaha being experienced in high-end hospitality and bar programs?

VJ: Luxury today is increasingly defined by how something makes you feel and the experience it creates around you. With Vanaha, I see it being part of environments that value detail, atmosphere, and thoughtful craftsmanship. Whether it is a refined cocktail program, an intimate dining experience, or a quiet moment at a beautiful bar, the idea is for the spirit to feel immersive rather than transactional. The serve itself does not need to be overly complex. Sometimes the most memorable experiences come from simplicity executed well—the right glassware, balanced flavours, considered garnish, music, lighting, and the overall sense of place. When all these elements come together with intention, the spirit becomes part of a larger sensory experience rather than just a drink being served.  

TLI: How important is provenance and storytelling in driving premiumization within alcobev?

VJ: Provenance and storytelling have become increasingly important because consumers today want a deeper understanding of what they are experiencing. They are more curious about origin, process, ingredients, craftsmanship, and the intent behind a product. In many ways, premiumisation is no longer driven only by price or packaging, but by meaning and authenticity. That said, storytelling has to be grounded in substance. It cannot exist independently of the product. When provenance, process, and quality genuinely align, the story becomes far more powerful because it reflects something real. In alcobev especially, that authenticity helps create emotional connection, trust, and long-term brand value.  

TLI: As a founder, what legacy do you hope to create—for the industry, and for future women entrepreneurs entering this space?

VJ: For me, legacy is less about recognition and more about contribution. I hope Revelry helps demonstrate that world-class spirits can be thoughtfully imagined, developed, and produced from India with complete ownership of craft, process, and quality. I would like to see more Indian brands build with depth, originality, and long-term intent while contributing to how Indian spirits are perceived globally. On a personal level, I hope the journey encourages more women to see themselves across every part of this industry—not just in branding or marketing, but also in manufacturing, distillation, operations, and leadership. The more visible and normalised that becomes, the stronger and more diverse the industry will be for the next generation of entrepreneurs.  

TLI: What does success look like for you five years from now—market share, global footprint, or cultural relevance?

VJ: Success for me would be building Revelry and Vanaha into a truly global brand born out of India. From the beginning, the vision was never limited to creating a spirit only for the domestic market. We started with the belief that products made in India can stand confidently on the world stage in terms of quality, craftsmanship, design, and innovation. In many ways, Vanaha has always been conceived as a 'Make in India' brand for the world. Of course, scale and global presence are important, but for me success is equally about relevance and longevity. I would like the brand to contribute meaningfully to how Indian spirits are perceived internationally, not as an emerging category, but as one capable of setting benchmarks. If, five years from now, Vanaha is recognised globally for its quality, identity, and distinct point of view while remaining deeply rooted in its origins, that would be deeply meaningful.  

TLI: What gap did you identify in the Indian spirits landscape that Vanaha Gin was uniquely positioned to address?

VJ: One of the gaps I noticed was that while India has extraordinary natural diversity, ingredients, and cultural depth, very few spirits were expressing that in a contemporary and globally relevant way. There was an opportunity to build a brand that felt authentically rooted in India while also meeting the standards of modern global craft spirits in terms of quality, process, design, and storytelling. With Vanaha, the intention was to create a spirit with a strong sense of identity and place. The forest-inspired philosophy, layered botanical structure, advanced distillation techniques, and attention to detail across every aspect of the brand were all part of that vision. It was never about creating just another gin, but about building a world-class Indian spirit with depth, originality, and a clear point of view.  

TLI: Building a distillery is both capital- and regulation-intensive—what were the defining inflection points in your journey?

VJ: Building a distillery in India is a deeply layered journey because you are simultaneously navigating infrastructure, regulation, product development, and long-term capital commitment. There were several defining moments along the way, but one of the biggest was making the decision to build independently rather than take a lighter or outsourced route. That choice required conviction because it meant taking ownership of the entire process, from the distillery and technology to production philosophy and quality control. Another important inflection point was finding the right home for the distillery in Sattari, Goa. The environment aligned naturally with the philosophy of Vanaha and helped shape the larger vision for the brand. Beyond that, every stage—regulatory approvals, distillation trials, refining the liquid, designing the bottle, building the team, and eventually seeing the spirit reach consumers—became defining milestones in itself. Looking back, the journey has been as much about resilience and patience as it has been about creativity and craftsmanship. 

Insights and opinions expressed in this interview are those of the individual and are shared at their professional discretion.