Shurpi Beverages Founder Sachin Bhamri

Published by The Rumlab ago

Shurpi Beverages Founder Sachin Bhamri article cover image

Sachin is the founder of Surbhi Beverages. Launched in 2019, Surbhi Beverage’s portfolio includes Earth Rustic, India’s first spiced rum, Might Bison Whisky, and Don Jovan Rum. Before he began his entrepreneurial journey, Sachin worked with Sula Wines, Myra Vineyard, and Big Banyan as a senior sales executive.

His love for alcobev began more than a decade ago when he joined Big Banyan as a sales manager. He realized that there is a lot of untapped potential in the Indian alcobev market as there have been very limited innovations. With this in mind, he created all his portfolio brands. Each of Surbhi Beverages offers a unique and innovative proposition in the process form, taste, packaging, and much more!


TRL: What does the rum mean to you? What made you fall in love with rum and when did it happen?

Rum has always been close to my heart as it was part of my first drinking experience in college and since then I’ve always been drawn towards the drink. I loved Captain Morgan’s spiced rum and would drink it often. When I entered the alcohol industry, I realized there was a vacuum for an Indian-made premium spiced rum and that’s when I thought of creating Earth. There were no spiced rums available in India and Captain Morgan’s Spiced Rum was only sold in duty-free stores and that’s when we launched Earth in Goa, India.


TRL: Three essential characteristics that define the rum according to your perspective.

– Taste, color, and distillation process

– For me, Earth is very special. It’s India’s first spiced rum. We have carefully crafted this spiced rum to tickle the taste buds of everyone. When you take the first sip, you get a good balance of spice which is mellowed down with the caramel notes at the end.

TRL: What is the most important contribution you have made in the rum industry?

As mentioned, there were no spiced rums available in India, and  Captain Morgan’s Spiced Rum was only sold in duty-free stores and that’s when we launched Earth in Goa, India.

We wanted consumers to steer away from the usual rum and coke combination and try out something new and exciting. Earth can be enjoyed with ice, a dash of water, and maybe a little soda.


TRL: Benefits that the rum industry has given you.

– The alcohol sector is buzzing in India. The reasons are an increasing urban population and rising disposable income, which are expected to fuel the development of India’s alcohol market. Premiumization and growth in the out-of-home segment are driving value growth in the alcohol market.

– According to a Statista study, in 2022, the market for alcoholic beverages will generate US$47,500 million in revenue. The market is projected to grow by 8.86% per year (CAGR 2022–2025).

– I think there is untapped potential in offering consumers a variety to choose from and I am happy that the industry is developing and open to experimenting


TRL: What’s another thing you are passionate about, besides rum? Why?

– In my free time, I enjoy traveling, experimenting with new cocktails recipes, spending time with my pets


TRL: What is your favorite place for drinking rum?

– Rum is for every occasion and every place so it’s difficult to choose one but if I had to it would be at our distillery in Goa while doing a blind tasting.


TRL: Favorite drink + Recipe

– I love a good Mai Tai

– Method: Shake & strain

– Ice: cubed

–  Ingredients

–  Dark rum 50 ml

–  Angostura bitters 2 dashes

–  Pineapple juice 45 ml

– Fresh lime juice 15 ml

–  Orgeat syrup 10 ml

–  Garnish with pineapple wedges


TRL: Why is it important to educate the rum consumer?

It is important to build awareness about the versatility that rum offers. The spiced rum category has not been a popular one in India despite it being the land of spices. We use the best locally sourced organic ingredients to infuse in the rum, which gives the rum its unique taste.


TRL: Any tips to train the palate and taste a good premium rum?

The only way to train the palate is to taste as many types and styles of rum as possible.


TRL: Any tips to train the palate and taste a good premium rum?

One must enjoy a great rum by having it neat/straight up. Tasting Earth rum neat will be as good as tasting a good cognac. You will notice the spice shining thoroughly.


TRL: Is the commitment to sustainable development the key to success for the permanence of the rum industry in the world? Why?

Commitment to sustainable development is necessary for every agricultural product. Sugarcane as the raw material is massively influenced by external factors and also bears the responsibility to not become just another industry.

TRL: Why is the role of the bartender important in the rum industry?

A bartender ensures consumers try out new cocktails, and he is a gatekeeper to all things innovation in the alcobev sector. We are just happy to offer the new age bartender, Earth rustic rum as an upgrade from the usual rum brands available so he can create something that’s sure to tantalize everyone’s taste buds with notes of cinnamon, star anise which will uplift the cocktails experience when used in cocktails.

TRL: What is your advice for new generations in the rum industry?

Rum has the potential to become a new-age drink. Botanical rums can give a boost to this image and Rum, as the outlaw of the spirits world, can take over the spirits industry soon.

TRL: How can people learn more about you? Website? Social media page?

https://www.linkedin.com/in/sachin-bhamri-73177311/ https://www.instagram.com/earthrustic/