Deo Borem Korum From ‘Mog Asun’ Goa’s Newly Found Whisky Love!

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Two commonly used greetings by Goans are- Dev borem korum(God bless, or may God do you some good!) and Mog Asuni(Let there be love (between us)- said like a goodbye.

On 24th June 2019, Anand Pardeshi, a former Seagrams and ABD state head, and Keith Fernandes, CEO of Slipdisc Advertising, met for drinks and decided it was time Goa had its own Whisky. Goa, as everyone knows, is famous for Caju Feni. Several names were considered and they settled for Mog Asun, a shortened version of Mog Asuni. They contacted their graphic designer friend Bina Nayak. She quickly designed the logo and packaging to reflect Goan heritage by using a colour palette and motifs inspired by Goa’s famed Azulejos tiles. The next step was to get the right blend. Mog Asun is made by blending imported malts from Scotland and selected local grain spirits. It is matured to fulness in Oakwood barrels.

Feb 2020-Soft Launch

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Anand Pardeshi had worked relentlessly for a year, procuring the blend, establishing a bottlers and distributors network, and working on the marketing and advertising strategy—all with the aim to put Mog Asun on every Goan table. 14th February-Valentine’s Day was perfect to soft launch this brand epitomizing love. Advertising that targeted domestic and international tourists made everyone eager with anticipation. Mog Asun was exhibited at a food festival in Panjim to rave reviews. Tourists at the festival bought it as a memento of their Goa holiday, whereas locals bought it as a matter of pride and joy that there was finally a Goan Whisky brand. With the soft launch a huge success, Mog Asun waited for the domestic tourist season in April.

Mog Asun 2

A beneficiary of ‘Atmanirbhar’in Covid times

Mog Asun was in liquor stores in March 2020, but just a few weeks later the pandemic hit and the country went into lockdown mode. It seemed like bad timing, especially after investing so much money, time and effort into the product. As months passed in quarantine, people got tired of being locked in and there was talk of opening liquor stores in one of the several ‘unlocks’. Meanwhile, the honourable PM spoke about the importance of being self-sufficient- ‘atmanirbhar’ and the need to promote ‘local’. ‘Vocal for Local’ is the new mantra in India today. In just a few months the world changed its focus from promoting global to depending on local as all trade and movement of goods and people came to a halt.

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As liquor stores opened in Goa, people made a beeline for Mog Asun. Goans wanted to celebrate in gratitude for being in a safe zone with their very own whisky. Mog Asun started flying off the shelves and there was a demand for a smaller-sized bottles. Now available in 750ml, soon it will be launched in180ml.

Mog Asun 3

This unique whisky that symbolizes love is just what you need to banish the Covid-19 blues! Drink Mog Asun and love life!

AditI Malhotra
AditI Malhotrahttps://foodandhospitality.incrediblegoa.org/
Having covered more than 1000 restaurants and hotels across the country and globe, Aditi found her passion for food and travelling right in her childhood. At a later stage, travelling for work only fuelled this passion further and she started documenting her experiences as a food and lifestyle blogger 12 years ago and since then there has been no looking back! A woman who wears many hats, she holds a dual MBA degree in Mass Communications & Event Management from NIM and has 22+ years’ experience in marketing. She specialises in designing and executing marketing campaigns for brands, content management and digital media. Aditi moved to Goa 5 years ago after quitting her high profile job as AVP Client Servicing with Candid Marketing & DGM Strategy with Percept before that. Today she successfully manages social media and marketing for a handful of brands and enjoys planning events & weddings too. Experimenting in the kitchen and trying her hand at mixology is what she loves and in fact, it’s the combination of both that made her win the title of Mahou Maestra Chef in 2019 where she had to prepare a dish using beer. Single mother to a smart 18-year-old boy, you will either find her at home in pyjamas, working on her laptop and spending time with her family or all decked up to check out the new restaurant in town!

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