Amrut Distilleries, renowned for its pioneering in contributing to the world of spirits, proudly announces the launch of Bella, the world’s first 100% jaggery-distilled and matured single rum. Crafted from nutrient and mineral rich jaggery and sourced from the fertile Sahyadri range and namma Mandya, Bella has been meticulously matured for an impressive six years in ex-bourbon barrels under tropical climatic conditions. This artisanal rum stands as a tribute to India’s rich cultural heritage and marks the 75th anniversary of Amrut Distilleries.
Bella’s genesis is attributed to the visionary leadership of Neelkanta Rao Jagdale (NRJ), fondly known as the Father of Indian Single Malt. His deep respect for Indian heritage and culture laid the groundwork for Bella’s creation. Amrut has been a game changer in the world of whiskies by creating a category in the industry, and with the introduction of Bella, the brand reaffirms its positioning. NRJ‘s passion and perseverance led him to create rum from jaggery but no provision of license existed in the Karnataka Excise rules then.
Rakshit N Jagdale, MD, Amrut Distilleries said, “We are utmost honoured to present my father’s vision of bringing 100% Jaggery Rum today. On our Founder’s day, we dedicate Bella to my father as he created the category by presenting it to the progressive and forward-thinking Karnataka Excise which granted Amrut the first-ever license in India to distill Jaggery single rum in 2012. We did a soft launch of Bella in the month of July earlier this year and today commemorates Bella global launch at Sheraton Grand Bengaluru Whitefield Hotel and Convention Centre”.
India has long been known for producing rum, with most varieties made from molasses and, occasionally, cane juice. However, in 2013, Amrut broke new ground with the launch of Two Indies Rum, a unique blend of Indian jaggery and Caribbean molasses, symbolizing a rare union between the East (India) and the West (the Caribbean). Now, with Bella, Amrut takes this legacy a step further by honoring the country’s ancient connection to jaggery, a natural sweetener.
India holds the distinction of being the first producer of jaggery, with its origins tracing back to the Indus Valley Civilisation. During colonisation, the rise of sugar mills led to the mass production of refined sugar, which gradually overshadowed jaggery. Now, 75 years later, Bella reflects Amrut’s deep respect for this mystical ingredient. Jaggery remains a staple in Indian households, often used to prepare sweet delicacies for auspicious occasions.
The name Bella holds special significance, as it means “jaggery” in Kannada, the language spoken by 67 million people in Karnataka, where Amrut Distillery is based. Amrut’s leadership is deeply committed to honouring the origins of this distinctive offering.
As Bella makes its global debut, it not only represents a one-of-a-kind rum but also signals the creation of a new category: Premium Indian Rums. Amrut’s strong connection to its native roots is evident, and with Bella’s launch, the distillery fulfils its promise of celebrating India’s rich heritage, while inspiring pride among both domestic and global patrons.
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