TERAI Craft Vodka: The World’s First Amethyst-Filtered Spirit Hits India

Globus Spirits has dropped a bold new player into India’s premium drinks market — TERAI Craft Vodka, billed as the world’s first vodka filtered through amethyst crystals. The launch signals a strong move toward innovation, luxury positioning, and craft identity in India’s spirits space.

What Makes TERAI Craft Vodka So Special?

• Amethyst Crystal Filtration: This standout feature is central to TERAI’s claim — the vodka undergoes a final refinement using amethyst crystals, intended to deliver extra purity and smoothness.
• Locally Sourced Rice: The base spirit is made using Indian rice, aligning with “grain to glass” narratives and heightening its domestic authenticity.
• Distillery Location: TERAI is produced in Behror, Rajasthan.
• Launch Markets & Pricing: The vodka is already available in cities like Jaipur and Udaipur, with plans to expand to Delhi, Mumbai, Goa, and Gurgaon. The 750-ml bottle is priced at around ₹2,245.

Globus Spirits frames this as a blend of Indian tradition and global innovation, aiming to woo discerning urban consumers who value craft, story, and exclusivity.

What the Launch Means for India’s Premium Vodka Segment

This is more than just a new product launch — it’s a statement. TERAI challenges existing premium vodka players by layering experimentation (amethyst filtration) over a local ingredients story. It’s aimed squarely at the connoisseur crowd seeking differentiation rather than mass appeal.

By positioning TERAI Craft Vodka as both luxurious and rooted in India (rice, Rajasthan), Globus is attempting to create a “home-grown global vodka”. If the taste, branding, and distribution back up the promise, it could raise the bar in India’s high-end spirits space.

Challenges & Considerations

• Proof in the Bottle: Novel filtration methods like crystals are intriguing, but consumers will expect the liquid to back up the claims in taste and smoothness.
• Pricing vs Perceived Value: At ₹2,245 for 750 ml, TERAI sits in the premium bracket. Consumers will judge whether the craftsmanship and story justify the cost.
• Market Reach & Supply: Launch cities are limited initially. Scaling across India — with its complex state regulations and variable distribution — will be a test.
• Competition: Other premium vodkas and craft spirits already compete for the high-end consumer dollar. TERAI will need strong brand storytelling, tastings, and marketing to stand out.

What Could Help TERAI Succeed

• Tasting Experiences & Events: Invite influencers, bartenders, and press to taste and experience the amethyst difference.
• Storytelling & Education: Use content, video, and masterclasses to explain the filtration process and why it matters.
• Limited Editions / Regional Variants: Over time, TERAI could experiment with variants, finishes, or regional exclusives to maintain excitement.
• Strong Distribution in Key Metro & Premium Bars: Getting it onto premium bar menus and high-end retail will reinforce its luxury positioning.

FAQs about TERAI Craft Vodka

Q1: What makes TERAI Craft Vodka unique?
A1: It is claimed to be the first vodka in the world filtered using amethyst crystals, giving it a distinct purification process.

Q2: Where is TERAI being produced?
A2: The distillation and production happen in Behror, Rajasthan, India.

Q3: What is the price and initial availability?
A3: TERAI (750 ml) is priced around ₹2,245 and currently sold in cities like Jaipur and Udaipur, with expansion plans to Delhi, Mumbai, Goa, and Gurgaon.

Q4: Why use amethyst crystals for filtration?
A4: The brand suggests it enhances smoothness and purity, adding a touch of artisanal differentiation to the vodka.

Q5: Can TERAI succeed in India’s premium spirits market?
A5: Yes — if taste, marketing, storytelling, and distribution support the premium claims, it has the potential to carve out a niche among discerning consumers.