Thiruvananthapuram: Following the massive popularity of the ‘Jawan’ brand, the Kerala Government is all set to introduce its brand-new affordable liquor into the market. The highly anticipated state-produced liquor has officially been named ‘Malabar Mystery’.
Produced under the state’s direct supervision, the new brand aims to meet the high demand for quality, budget-friendly liquor in Kerala.
Launching Soon from Malabar Distilleries
The official launch and naming ceremony of ‘Malabar Mystery’ will take place on February 21 during the inauguration of the Malabar Distilleries plant located at Menonpara, Chittoor. Once the plant’s fully automated bottling line is functional, it is expected to significantly boost the state’s domestic liquor production capabilities.
The Story Behind the Name
The Kerala State Beverages Corporation (Bevco) had initially crowdsourced naming suggestions from the public, receiving nearly 40,000 entries. Officials initially shortlisted the name ‘Malabar Mist’. However, due to unforeseen technical and trademark hurdles, the department ultimately finalized the name ‘Malabar Mystery’.
Key Highlights of ‘Malabar Mystery’
- Affordable Pricing: Just like the fan-favorite ‘Jawan’, Malabar Mystery is expected to be priced in an affordable range, making it accessible to the common man.
- Bottle Size: Initially, the liquor will be distributed in convenient 500 ml (half-liter) bottles.
- High Production Capacity: The Chittoor plant features a sprawling 75,000 sq. ft. facility capable of producing up to 13,500 cases (1,08,000 liters) of liquor per day.
- Job Creation: The production plant will operate with staff deputed from Travancore Sugars and existing Bevco warehouses.
What This Means for Kerala’s Market
With ‘Jawan’ often facing stock shortages due to its high demand, the introduction of ‘Malabar Mystery’ is expected to balance the supply chain in Bevco outlets across the state. By offering another government-backed, quality-tested, and budget-friendly option, the excise department hopes to curb the sale of illicit liquor and provide a reliable alternative to consumers.
