Branding Nepali alcoholic drinks

Creating the right set of infrastructure is one of the critical aspects of branding any product.

An alcoholic drink named Pure Kodoko Rakshi was launched recently by Kodoko Ltd of the United Kingdom. As per the product specifications cited on its official website , the liquor is carefully made in copper stills to preserve its authentic taste and flavour. This niche product is an indigenous drink brewed from the fourth major crop in Nepal—finger millet ( kodo )—that aptly connects the product to indigenous communities in Nepal who are involved in brewing it, namely Rai, Gurung, Limbu and others. Finger Millet Spirit is featured among the world's 50 most delicious drinks by CNN Travel . The fact that the drink is cited as hailing originally from Nepal is undoubtedly a huge feather in its cap. The two variants of the drink, Pure Kodoko Rakshi and Tinpane Kodoko Rakshi, are priced at £25.99 and £12.99 respectively.