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Super Maka’s Rise in Kerala Shows Premiumisation Trend: Can Craft Innovation Outpace Conventional Strong Drinks?

Swarnadwip Nath Published May 09, 2026, 02:40 PM Updated Sep 18, 2026, 02:51 AM

Super Maka, a premium sparkling beverage from Latambarcem Brewers, has rapidly emerged as one of Kerala’s fastest-growing brands, recording over 3 lakh bottle sales in a single quarter. Positioned as a disruptive alternative to conventional strong drinks, it blends natural fermentation with innovation to deliver a smooth yet powerful experience.

Kerala’s beverage market is witnessing a transformation with the rise of Super Maka, a premium sparkling wine under the Maka Di Craft Beer portfolio. Launched less than a year ago, the brand has quickly built a cult following among young adults seeking modern, differentiated drinking experiences.

Product Innovation And Differentiation

Super Maka stands out by offering 15% ABV through 100% natural fermentation, unlike many strong beverages that rely on Extra Neutral Alcohol (ENA). Crafted with advanced fermentation technologies and wine yeast, it delivers a cleaner, smoother taste profile. The brand emphasizes premium quality at an affordable price, making it accessible to a wider consumer base.

Market Growth And Consumer Response

In just one quarter, Super Maka sold more than 3 lakh bottles across Kerala, highlighting strong repeat demand. CEO Ishan Varshnei attributes this success to not only the product’s unique taste but also the complete brand experience - packaging, logo, and storytelling that resonate with consumers. The brand has cultivated a strong community, particularly among young adults looking for premium yet relatable beverage options.

Expansion Plans And Future Outlook

Latambarcem Brewers plans aggressive expansion in Kerala and beyond, aiming for 3x sales growth in the next six months. Upcoming innovations include new variants, flavor profiles, and attractive packaging formats tailored to evolving consumer preferences and social occasions. This aligns with broader industry trends of premiumisation, sustainability, and product diversification shaping India’s beverage sector.

Key Highlights