Amrut Distilleries unveils India’s first 100% Jaggery Rum, Bella

Amrut has carved its own path in the world of spirits, rising as one of the most influential homegrown liquor brands. With a legacy of crafting standout whiskies and rums that have captivated palates far beyond Indian borders, Amrut’s creations have undoubtedly become true staples, both at home and globally. Adding another feather to their hat, Amrut Distilleries has broken new ground by launching Bella, the world’s first 100% jaggery-distilled rum, crafted to honor India’s ancient spirit-making traditions. A tribute to the country’s rich cultural heritage, Bella is made from nutrient-rich jaggery sourced from the fertile Sahyadri ranges and Mandya, and has been aged for six years in ex-bourbon barrels under tropical conditions. This artisanal rum marks Amrut’s 75th anniversary and celebrates the legacy of Shri Neelkanta Rao Jagdale (NRJ), the visionary behind India’s single malt revolution.

NRJ’s passion for Indian heritage and craftsmanship led him to pursue this jaggery rum, even before the Karnataka Excise rules allowed for such a license. His son, Rakshit N. Jagdale, now MD of Amrut, proudly presents Bella as a dedication to his father’s vision, further strengthening Amrut’s position as a trailblazer in the global spirits industry.

Building on the brand’s success with Two Indies Rum in 2013, which combined Indian jaggery and Caribbean molasses, Bella brings the spotlight back to jaggery—a sweetener that dates back to the Indus Valley Civilization and remains a symbol of India’s culinary heritage. The name Bella, meaning “jaggery” in Kannada, highlights the distillery’s deep connection to its roots in Karnataka.

Bella’s launch not only introduces a distinctive new rum but also creates a new category in the spirits world: premium Indian rum. With a 46% ABV and its fruity, coconut, and vanilla notes with a sweet almondy finish, this rum embodies the essence of tradition and innovation. Available in both India and the USA, Bella is priced at ₹3,500, offering a unique taste of India’s heritage to global connoisseurs.

Speaking of the launch, Mr. Rakshit N Jagdale, MD, 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 license in India to distill Jaggery single rum in 2012. We did a soft launch of Bella in the month of July earlier this year and today commemorates Bella global  launch at Sheraton Grand Bengaluru Whitefield Hotel and Convention Centre”.