UK – Sawai is a newly launched rum brand inspired by South Asian tea-drinking culture and is the latest brand to follow the culturally diverse direction in alcohol trends. Named after the Hindi word for one-and-a-quarter of strength and intelligence, Sawai connects the spices used in traditional Indian Chai teas to those associated with spiced rums.
Sawai uses ethically sourced Assam tea, while the rum’s other all-natural ingredients include cinnamon, cloves, star anise and green cardamon. Sawai’s branding references India’s long tea history with a design that recalls images of 19th-century tea chests and old-school rum barrels, while Hindi is also prominently displayed on much of the drink’s packaging.
Stories of legacy and tradition have long been popular narratives in the spirits sector, but often from a Western viewpoint. Alcohol brands have an opportunity to thrive when they embrace non-Western ingredients and perspectives, and create products that explore diverse heritage.
Drinking culture is increasingly based on discovery. Consumers want to be excited by new ingredients, but they are also keen to embrace diverse drinking histories, cultures and traditions