MOOOZ Vodka Enters Uttar Pradesh, Eyes Haryana and Rajasthan Next

LUCKNOW, May 22, 2026: Adie Broswon Pvt. Ltd. has brought its MOOOZ Vodka brand into Uttar Pradesh, extending the company's North India distribution network beyond its existing markets of Delhi, Punjab and Chandigarh and setting up the next phase of expansion into Haryana, Rajasthan and Uttarakhand.

The Uttar Pradesh entry places MOOOZ in India's most populous state and its largest single addressable market in the North India spirits corridor, as the brand targets younger urban consumers increasingly drawn to premium vodka and cocktail culture across the region's rapidly expanding licensed retail and hospitality channels.

MOOOZ Vodka: production, process and product identity

MOOOZ Vodka is produced in Punjab using locally sourced rice grains, with the spirit blending Extra Neutral Alcohol and demineralized water. The production process moves through triple distillation followed by a five-stage filtration sequence incorporating Platinum, Gold and Diamond filtration techniques, a system the company said yields a clean, neutral palate with a smooth finish and strong mixability.

The brand is headquartered in Gurgaon and operates on a grain-to-glass philosophy, maintaining oversight from raw material sourcing through to bottling. Consumer feedback across existing markets has highlighted the vodka's absence of bitterness or harsh aftertaste as a defining product characteristic.

Available in three formats; Delhi 750ml priced at Rs 650

MOOOZ is available in 750 ml, 375 ml and 180 ml formats, covering the primary purchase occasions across off-trade retail, on-trade hospitality and impulse and convenience channels. The 750 ml variant is priced at Rs 650 in Delhi, placing the brand in the segment between established mass-market vodkas and higher-priced imported premium labels, a positioning the company describes as quality with accessibility.

The 180 ml and 375 ml packs target bar and restaurant listings and impulse purchases at licensed retail, while the 750 ml drives home consumption and gifting occasions.

Adiraj Singh Chadha on the Uttar Pradesh opportunity

Adiraj Singh Chadha of Adie Broswon said UP's scale, its evolving retail infrastructure and a clear consumer shift toward refined products made it the logical next market. "Consumer preferences are steadily shifting towards smoother and more refined products that combine quality with accessibility," Chadha said. "The response to MOOOZ across Delhi, Punjab, and Chandigarh has been highly encouraging, and this expansion represents another important milestone in strengthening our North India presence."

The statement reflects the consumer dynamics that have given premium and semi-premium vodka brands room to grow in North India: a younger demographic more comfortable with spirits, greater exposure to international drinking culture and the steady rise of cocktail menus across standalone bars, hotel F&B outlets and quick-service dining venues.

Bikramjeet Singh Chadha on the vodka category's trajectory

Bikramjeet Singh Chadha noted that the vodka segment itself is gaining momentum driven by the cocktail occasion rather than neat consumption, and said Uttar Pradesh offers distribution potential across both retail and hospitality channels. "The vodka category is witnessing strong momentum, particularly among consumers exploring cocktails and modern drinking experiences," Chadha said. "Uttar Pradesh offers significant growth potential across both retail and hospitality channels, where demand is increasing for brands that deliver consistency and superior taste."

This expansion aligns with the brand's broader plan to build a connected North India footprint before exploring other regions.

Haryana, Rajasthan and Uttarakhand are next

Following the Uttar Pradesh launch, Adie Broswon has confirmed plans to enter Haryana, Rajasthan and Uttarakhand as the subsequent steps in its North India growth strategy. The three states, added to the existing Delhi, Punjab, Chandigarh and Uttar Pradesh presence, would give MOOOZ a broad and contiguous distribution corridor across the region's key urban and highway markets.

No dates were announced for the Haryana, Rajasthan or Uttarakhand entries at the time of the Uttar Pradesh launch.