Spirited Away: The TGCC Experience You Should Not Miss
The Indian craft spirits and cocktails scene is quickly transforming and making a global impact. This is a fact that nobody can deny. And while most spirit enthusiasts and connoisseurs have historically focused on celebrated spirits, like the rarest whisky from Scotland or wines sourced from France, Indian spirits with a deep cultural history and craft cocktails that highlight Indian flavours are now making a mark. Spearheading this movement is The Good Craft Co. (TGCC) in Bengaluru, which offers not only a taste of India’s craft cocktails but a transformative journey delving deep into the world of craft spirits.
If you are someone whose interest in India’s spirits legacy and future is piqued, then this writer highly recommends a visit to TGCC. Rooted in craft and innovation, and nurtured by Diageo India’s philosophy of celebrating Indian spirits, this immersive experience wasn’t just about tasting rum (which was the spirit in focus during my visit). It was about stepping into a world that celebrates stories, science, sustainability, and soul.
Let me take you step-by-step through an unforgettable evening at TGCC’s Experience Home in Whitefield, Bengaluru—an expertly curated narrative of Indian rum and its roots.
A Warm Welcome with “Good” Intentions
As I entered TGCC’s vibrant craft home, I was instantly drawn in by the design: contemporary yet rooted in Indian ethos, marrying modern minimalism with hints of earthy elegance. A display with the map of the world and spirits sourced from around it instantly set the agenda clearly–this is going to be a tour that takes you into a deep dive that you won’t forget. Yes, educating the visitor about spirits, their sources, legacy and uses is the motive, but the medium is not just about words but a practical, hands-on communication that gives you food for thought.
The team welcomed us with a thoughtfully created welcome drink—our first sip of TGCC’s playful and creative approach to cocktails. This wasn’t just a meet-and-greet. The welcome glass was the beginning of our flavour journey, prepping the palate with tropical freshness, foamy textures, and a whisper of spice. The drink—a spirited prelude—reflected TGCC’s commitment to crafting beverages that are playful, immersive, and proudly local.
As we gathered in a circle, the hosts introduced us to TGCC—Diageo’s first direct-to-consumer experiential ecosystem in India. With a mission to put Indian craft spirits on the global map, TGCC isn’t just about liquid; it’s about community, heritage, and homegrown excellence. Born in 2022, the space was designed to nurture innovation, storytelling, and education. And that’s exactly what lay ahead.
Academy Of Craft: Unpacking Rum’s Heritage
The journey began with a deep dive into TGCC’s Academy of Craft, where we explored the origins of heritage Indian spirits. What stood out was how the narrative wove together anthropology, agriculture, and alchemy. From Indus Valley fermentation practices to the cultural legacy of feni, mahua, toddy, and other indigenous brews, the session brought the evolution of Indian spirits to life.
We then turned our focus to rum—a category often misunderstood and criminally underrepresented in craft circles. Through a compact, well-structured module, we learned about rum’s journey from the 1600s to its Indian origins in the 19th century with the establishment of the Kasoli distillery.
What set this academy session apart was the tactile nature of the learning. We weren’t just absorbing facts; we were engaging with molasses, sugarcane juice, jaggery, and even rum aroma profiles. The session left us with a newfound respect for rum—not just as a drink, but as a cultural artefact.
Into The Labs: Science Meets Craft
From the classroom, we moved to TGCC’s Flavour Lab—an R&D space where ideas become reality. This lab is where Diageo’s craft partners and brand innovators get to tinker with ingredients, test recipes, and conceptualise flavour profiles. Here, we saw first-hand how fermentation practices differ across sugarcane derivatives. The lab setup was a mix of gleaming glassware, beakers, and botanicals—giving the space a vibe that felt part university lab, part artisanal kitchen.
Our host demonstrated how different raw materials, whether molasses or jaggery, impact the rum’s flavour and finish. From caramel depths to spicy top notes, the lab illustrated how each small decision—from yeast selection to cask type—shapes the end product. An interactive palate test pitted the visitors against one another in two teams, where cards with aromas were passed around and one had to accurately guess the flavour or ingredient.
The Flavour Wall: Mapping Indian Aromatics
Next came what can only be described as a sensory playground: TGCC’s Flavour Wall.
Picture a curated installation where you can see, touch, and smell the core aromatics that define Indian spirits. Clove, black pepper, cinnamon from the Konkan coast, jaggery blocks, dried fruit, oak chips—the wall brought together every essence that finds its way into craft rum.
We were invited to try out ingredients in varying stages of fermentation to understand how flavours are built over time. The results were surprising.
For example, fermented or pickled cauliflowers might sound unappealing–and the aroma was certainly not inviting–but once we got over that, we discovered a strangely sweet flavour with a bit of pungence. Mulberries on the other hand might be very appealing when fresh, but the fermented ones looked slightly macerated and the flavour profile boasted on tanginess more than anything else. It was the kind of interactive moment that turns casual sippers into conscious consumers.
The Grand Tasting: Meet the Rums
Then came the star of the evening: a guided tasting of three beautifully crafted Indian rums. Our host revealed that the rums we’ll be tasting were not available in the market and they have a limited stock of the same–so once this batch of each sample is over, they’d have to source it again. Yes, this tasting is that exclusive!
Once we dived into the tasting, we found that each one brought its own story, character, and complexity to the table:
1. Indian Matured Cane Juice Rum
A continuous-process rum matured in white oak casks, this one was smooth and mellow, offering soft vanilla and caramel notes with a warming finish. It was a perfect introductory pour, gentle yet confident.
2. Jaggery Distilled Rum
This was the connoisseur’s favourite. Rich, layered, and spiced with clove, black pepper, and cinnamon, it offered a uniquely Indian profile—both familiar and exotic.
3. Indian Blended Rum
A balanced blend that leaned into confectionery sweetness and a warming spice trail. Comforting and nostalgic, this pour reminded us of dark rum toddies on wintry evenings—but elevated with finesse.
Each tasting was guided, not only with flavour notes, but with context—how the ingredients were sourced, why certain barrels were chosen, and how the finish was designed to reflect Indian terroir.
Cocktail Hour: Sip, Savour, Celebrate
To round off the night, we moved into the Craft Bar Experience for a cocktail session curated by master mixologist Neil Alexander around these rums and other heritage spirits. On the menu were inventive, India-forward serves like:
- Basket Case – A playful riot of mango, chilli vodka, basil-pistachio chutney and citrus foam. Sweet, spicy, creamy and tangy all at once, this cocktail was a standout.
- Jamhattan – A desi twist on the Manhattan, this drink used grain whisky, peanut butter, and mulberry sweet vermouth. The result? Earthy, nutty, nostalgic.
What struck me most was how the cocktails didn’t try to mask the spirits—they celebrated them. Each element was chosen to either elevate or contrast the base liquid’s flavour, creating a drink that was both cerebral and joyful.
A Space That Lives The Spirit
As we said our goodbyes, the impression that lingered was this: TGCC isn’t just a location, it’s a living organism. Every element—from academy to bar—functions as a node in a larger ecosystem dedicated to the cause of Indian craft spirits.
This is not just Diageo showcasing products; this is Diageo inviting India to take ownership of its spirits heritage. With innovation labs, storytelling walls, and intimate tastings, TGCC is designed to educate, engage, and evolve.
Whether you’re a bartender, beverage professional, or just a curious drinker, The Good Craft Co. is a must-visit. Come for the rum, stay for the story—and leave with a deeper connection to what it means to "Drink Good."
Drink Responsibly. This communication is for audiences above the age of 25.
