Founder's Story

Learn More About Our Founder


At the beautiful Diageo office overlooking the meandering Singapore river, sat Avishek Das – Marketing Director, Emerging South East Asia. A global report caught his attention – the rise of independent distilleries and craft brands had energised stagnant categories like scotch and gin.

He realised that these brands could grow significantly in a massive market like India but was aware of the complex structure that might deter smaller companies. Wanting to provide support to such dynamic individuals, he moved back to India and set up JBL – Just Beautiful Liquids – a one of a kind firm offering support to craft brands as a contracted regional office providing strategic guidance, route to market, channel penetration, influencer access and more.

With over 20 years with the world’s top 3 alcobev companies and numerous successes, he knows how to build premium brands in a media dark market. Avishek’s biggest success was leading the phenomenal transformational story of Black Dog – a fledgling brand – to the world’s fastest growing scotch.

[Read More]

Possibly, The Only Man in South Asia to have handled over 40 ICONIC ALCOBEV brands IN 3 WORLD CLASS COMPANIES: DIAGEO, PERNOD RICARD, BACARDI

Our Founder, across his experience with Bacardi, Pernod Ricard and Diageo, has had the privilege of working on the following brands:-

Brown Spirits

White spirits


Scroll Up