One may not typically associate flavoured vodkas with luxury retail, but Desi Daru is here to change that, as its award-winning vodkas launch into Selfridges, one of the world’s most prestigious department stores.
Desi Daru is an ultra-premium vodka brand inspired by the fusion of Indian and British cultures. Founded by British-born Indians Mohit Singh and Aneet Kaur, Desi Daru uses only the finest ingredients, including the renowned Alphonso mangoes from Ratnagiri, India, and creamy English winter wheat. Since its launch, Desi Daru has been changing perceptions of flavoured vodka, spearheading the premiumisation of the category and has won numerous accolades within the industry including World’s Best Flavoured Vodka at the highly respected World Drink Awards and scoring an incredible 99 points out of 100 at The IWSC.
This exciting listing in Selfridges marks a significant milestone for the brand who are looking to bring the best of both India and Britain to an audience of luxury shoppers. “We are absolutely delighted to be entering into Selfridges,” shared Mohit Singh, co-founder of Desi Daru. “Selfridges is not just a store; it’s a landmark destination that celebrates innovation and luxury. Being listed here is a testament to all the hard work that we have put into creating a top-quality product and building a brand that we are truly proud of.”
Ciaran McNicholas, founder and CEO of Nightcap Brands, Desi Daru’s UK distributor, added: “Selfridges is known for their excellent spirit selection, only listing exceptional brands that offer something truly special to their customers. Desi Daru’s commitment to quality, using only the very best ingredients, make it a perfect fit.”
Desi Daru Original and Desi Daru Mango are available now at Selfridges stores across the UK, as well as on their online store, for £44.99 for a 700ml bottle.
