Diageo India invests 45 crore in a Goa craft and innovation hub

The hub is consistent with Diageo’s strategy of accelerating transformational innovation and strengthening its craft and premium beverage portfolio.


A 45-crore investment for a craft and innovation hub in Ponda, Goa, has been announced by the alcoholic beverage corporation Diageo India. It claimed that this was in keeping with its ambition to improve the portfolio of premium and craft beverages while accelerating transformational innovation.

The hub, which spans four acres, will have end-to-end capabilities to address requirements like distillation capabilities for malt, gin, and rum; maturation infrastructure and blending capability; an automated bottling and packaging line for craft spirits; and a contemporary warehouse for incoming and finished goods. It will also feature a consumer experience centre.

Subhash Shirodkar, Goa’s minister of water resource development, cooperation, and provedoria, officially opened the hub.
It will act as an incubator for selected start-ups, providing infrastructure to help them develop their offerings.

When fully operational, the hub will employ 250 locals and have a monthly capacity of 20,000 cases. This will have a long-term focus on driving ‘grain-to-glass’ sustainability, nurturing India’s craft spirits ecosystem, and continuing commitment to the state of Goa, according to the company. Over 40% of its operations will be powered by in-house renewable electricity generated by the solar plant and steam turbine.

According to the distillery, over the last two years, it has improved its water use efficiency by more than 45% through various water conservation, process improvement, and utility efficiency processes.

“Goa is a hotbed for craft (liquor), with demand growing rapidly both in India and globally among consumers eager to discover and enjoy fine spirits.” According to the Indian Council for Research on International Economic Relations, India’s alcoholic beverage market is estimated to be $52.5 billion dollars, according to Hina Nagarajan, MD & CEO of Diageo India (ICRIER). The market is expected to grow at a 6.8% CAGR until 2023.