Amrut Distilleries has introduced Bella, the world’s first 100 per cent jaggery-distilled and matured single rum. Sourced from the nutrient-rich jaggery of the Sahyadri range and Mandya, Bella has been matured for six years in ex-bourbon barrels under tropical conditions. This new release marks the 75th anniversary of Amrut Distilleries and highlights the brand’s continued commitment to celebrating India’s cultural heritage.
Creating Bella, The World’s First 100 Per Cent Jaggery Distilled Rum By Amrut Distilleries
The creation of Bella is linked to the vision of Neelkanta Rao Jagdale (NRJ), known as the Father of Indian Single Malt, whose dedication to preserving Indian traditions has shaped the brand’s approach. Amrut has long been a leader in the spirits industry, notably creating new whisky categories. The introduction of Bella reaffirms its innovative approach to the world of spirits. NRJ’s efforts to develop rum from jaggery led to the establishment of a licensing provision in Karnataka’s excise laws, allowing Amrut to produce Jaggery Single Rum for the first time in 2012.
According to Thrivikram, JMD of Amrut Distilleries, “The 100 per cent Jaggery Rum was the vision of the late Neelkanta Rao Jagdale. He presented the concept to the Karnataka Excise, which granted Amrut the first-ever license in India to distil Jaggery Single Rum. We dedicate Bella to our loyal fans of rum. Upon popular demand from patrons in Haryana, we are proud to bring Bella to market.”
India has a long history of rum production, typically made from molasses or, in some cases, cane juice. 2013 Amrut launched Two Indies Rum, a blend of Indian jaggery and Caribbean molasses, marking a fusion of Eastern and Western rum-making traditions. Amrut takes this innovation further with Bella, paying homage to India’s deep-rooted connection with jaggery, a traditional natural sweetener.
Jaggery originated in the Indus Valley Civilisation and remains a staple in Indian households, particularly for special occasions. However, during colonial times, the rise of sugar mills led to the mass production of refined sugar, eventually overshadowing jaggery. Bella marks a return to this time-honoured ingredient, with Amrut’s latest release reflecting its ongoing appreciation for Indian traditions.
The name Bella is particularly relevant, as it means “jaggery” in Kannada, the language spoken by 67 million people in Karnataka, where the Amrut Distillery is located. With Bella, Amrut continues to honour the roots of this unique offering, reinforcing the brand’s connection to its local heritage.
The debut of Bella not only introduces a distinctive rum to the global market but also signals the rise of a new category: Premium Indian Rums. The launch of Bella underscores Amrut’s commitment to celebrating India’s rich cultural legacy while appealing to both domestic and international audiences.
Tasting Notes
- Nose: Fruity, with hints of coconut and vanilla, developing into marzipan with a subtle citrus note.
- Taste: Fruity, chocolatey vanilla, and green almond with a delicate citrus touch.
- Finish: Sweet and almondy.
MRP: INR 4,000
