Medusa Beverages Partners With Third Eye Distillery to Enter Premium Spirits Market

Medusa Beverages has entered into a strategic brand and distribution partnership with Third Eye Distillery to expand into the premium spirits category across select North Indian markets. The collaboration brings brands like Stranger & Sons Gin, Otherside Whisky, and Short Story to consumers in Delhi, Himachal Pradesh, and Chandigarh using Medusa's existing distribution network.

NEW DELHI — Medusa Beverages has announced a strategic partnership with Third Eye Distillery, the maker of Stranger & Sons Gin, to enter the premium spirits category. The collaboration establishes a brand and distribution partnership focusing on select markets in North India, including Delhi, Himachal Pradesh, and Chandigarh.

The partnership combines Medusa’s established market presence and distribution strength with Third Eye Distillery’s product portfolio. The shared goal is to expand distribution depth for premium Indian spirits across the region. Third Eye Distillery’s portfolio includes Stranger & Sons Gin, Otherside Whisky, Short Story Vodka, Gin & Rum, and Lost & Found Spiced Rum.

Avneet Singh, CEO and Founder of Medusa Beverages, commented on the development, stating that beer provided the company with a foundation over the last few years. He noted that entering the premium spirits category was the next logical step, undertaken with a partner whose brands the company admires.

Rahul Mehra, Co-Founder of Third Eye Distillery, highlighted the evolving landscape of the premium Indian spirits sector. He emphasized that scaling brands requires partners who understand consumers and share mutual ambitions, pointing out that homegrown brands are increasingly leveraging each other's strengths to build stronger businesses within the industry.

This announcement follows Medusa’s recent market entry into Jharkhand. For Third Eye Distillery, the partnership builds on recent domestic expansion efforts, which include the nationwide Canteen Stores Department (CSD) listing of Stranger & Sons Gin.

"Strategic distribution partnerships between established homegrown brands represent a practical approach to market expansion in the Indian beverage industry. By combining Medusa Beverages' regional distribution network with Third Eye Distillery's product portfolio, both companies can optimize operational efficiencies and scale their presence in competitive North Indian markets without heavy capital expenditure." — Dr. Shishir Gupta, Founder & CEO, StartupLanes