Amrut Distilleries, renowned for its pioneering contribution to the world of spirits, launched 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 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 licence existed in the Karnataka Excise Rules then.
Rakshit N Jagdale, MD of 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 licence in India to distil jaggery single rum in 2012. We did a soft launch of Bella in July earlier this year and globally launched Bella at the Sheraton Grand Bengaluru Whitefield Hotel and Convention Centre.”
Sanjay Gupta, General Manager of Sheraton Grand Bengaluru Whitefield Hotel and Convention Centre, said, “At Sheraton Grand Bengaluru Whitefield, we take pride in partnering with iconic brands that reflect India’s heritage and ingenuity. Hosting the global launch of Bella is a true privilege. This 100% jaggery-distilled single rum brings a unique narrative to the world of spirits, and we are thrilled to be part of this momentous occasion.”
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, symbolising a rare union between the East (India) and the West (the Caribbean). With Bella, Amrut takes this legacy a step further by honouring 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 instilling pride among both domestic and global patrons.
Tasting Notes
Nose: fruity, coconut, and vanilla interplay, evolving into marzipan with a dash of subtle citrus
Taste: fruity, chocolatey vanilla, and green almond with a subtle citrus tease.
Finish: sweet and almondy
