Diageo India breaks ground on World’s largest craft spirits destination in Goa 

INDIA – Diageo India has officially commenced construction of The Good Craft Co. (TGCC) Flavour Market, which is set to become the world’s largest destination dedicated to Indian craft spirits.  

Located in Ponda, Goa, the 11-acre site marks a new chapter in India’s beverage landscape and will open its doors in April 2026. 

The Flavour Market is being developed on the historic site where India’s first single malt was produced. Diageo stated that the project represents a significant step in its mission to foster “craft, culture, and collaboration” through The Good Craft Co. initiative.  

The company emphasized that the destination will be designed to engage not only industry professionals but also consumers and tourists seeking to explore Indian craft beverages. 

The expansive site will feature several attractions, including distillery tours combined with a spice walk and botanical trail. These elements will highlight Goa’s rich terroir and showcase locally sourced ingredients used in craft production.  

Additionally, the Flavour Market will serve as the home of India Rare Spirits, Diageo India’s luxury cask programme. 

Among the project’s unique features are a nanobrewery and nanodistillery, a startup incubator to support new ventures in food and beverage, and a craft-focused retail destination.  

Visitors will also find a tasting room and craft bar offering seasonal cocktails, food pairings, and collaborations with chefs and mixologists. 

The development will further include The Academy, an educational platform providing certified courses, workshops, mentorship programmes, and community events in the beverage sector. This initiative is expected to help nurture talent and promote knowledge sharing across India’s fast-growing craft industry. 

The Flavour Market builds upon the earlier success of the TGCC Flavour Lab in Bangalore, which opened in September 2024. Vikram Damodaran, Diageo India’s chief innovation officer, said that the new Goa project represents a far more ambitious vision.  

“The Flavour Lab in Bangalore laid the foundation, but with Ponda, we are building something dynamic where different parts of the community can engage with Indian craft spirits in meaningful ways,” he explained. 

The TGCC Flavour Market underscores Diageo India’s broader craft vision, which includes launching Godawan, one of India’s most awarded single malts rooted in conservation, and curating cultural experiences that highlight mindful luxury and Indian artistry.  

The company reaffirmed its commitment to investing in homegrown brands and platforms that will shape the future of India’s craft beverage sector. 

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