Diageo’s India division has commenced the construction of ‘The Good Craft Co Flavour Market’ in Ponda, Goa, calling it “the world’s largest destination dedicated to Indian craft beverages”.
According to the company, the 11-acre site will combine “a craft hub, innovation lab and immersive experience centre”. Planned features include a micro-distillery, nanobrewery, start-up incubator, spice and botanical trails, tasting rooms, a vault for rare casks and an academy for certified training.
Located at the same site where India’s first single malt was produced, the project builds on Diageo’s Good Craft Co platform, which launched its Flavour Lab in Bangalore. The new hub will “scale up that vision into a larger, immersive destination where travellers, makers and curious minds can understand India’s craft beverage culture firsthand,” Diageo said.
The Flavour Market aligns with the unit’s wider craft strategy, which includes the launch of Godawan single malt and investments in homegrown brands. No opening date has been announced.
In June, Diageo India acquired a further stake in the owner of the domestically-produced craft gin brands Greater Than and Hapusā.
