Medusa Beverages has partnered with Third Eye Distillery to enter India’s premium spirits market through a strategic brand and distribution agreement covering selected markets in North India. The collaboration combines Medusa’s market presence and distribution capabilities with Third Eye Distillery’s premium spirits portfolio, initially targeting Delhi, Himachal Pradesh, and Chandigarh.
Through the partnership, Medusa will support the distribution and expansion of Third Eye Distillery’s brands, including Stranger & Sons Gin, Otherside Whisky, Short Story Vodka, Short Story Gin, Short Story Rum, and Lost & Found Spiced Rum. This marks Medusa’s entry into the premium spirits category beyond its established beer business.
Avneet Singh, CEO and Founder of Medusa Beverages, said the company’s entry into premium spirits was a natural progression of its ambition to build a broader beverage business. “When we started Medusa, the idea was always to build a brand that consumers genuinely wanted to be associated with,” Singh said. “Entering the premium spirits category felt like the right step, but only with a partner whose brands we genuinely admire. Third Eye Distillery has built an exceptional portfolio, and we’re excited to work together to bring these brands to more consumers across markets,” he added.
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Rahul Mehra, Co-Founder of Third Eye Distillery, noted that distribution partnerships are becoming increasingly important as India’s premium spirits industry evolves. “The premium Indian spirits category is entering a new phase, where building great brands is only part of the equation,” Mehra said. “We’re seeing a new generation of homegrown brands move beyond competition and build on each other’s strength to create more meaningful businesses. That’s ultimately how stronger Indian brands, and a stronger Indian spirits industry will be built,” he said.
The partnership reflects a growing trend among Indian beverage companies toward collaboration to expand their businesses. The announcement follows Medusa Beverages’ recent entry into Jharkhand, extending its geographical expansion in India. For Third Eye Distillery, the agreement comes after Stranger & Sons Gin secured a nationwide listing with the Canteen Stores Department (CSD), supporting the company’s continued expansion across domestic markets.
