Charayam returns after 30 years; Malayali entrepreneur to bring back Kerala's traditional arrack in Europe

THIRUVANANTHAPURAM: Charayam, Kerala's traditional arrack, was banned in Kerala on April 1, 1996, during the government led by A K Antony. Exactly 30 years later, on April 1, 2026, 'Charayam' is set to make a comeback, not in Kerala, but in Europe.

The revived product will retain the same colour, smell and taste as the original. The alcohol content will also remain the same at 33 percent. Even the old label and the classic 90 ml “podi kuppi” bottle will be kept unchanged. The initiative has been announced by Mithun Mohan, a native of Kodungallur. Since the announcement, Malayalis living in Europe have been eagerly waiting for the launch.

The plan is to introduce the drink in as many countries as possible. The main distributor in the United Kingdom, Credence Connections, has already started accepting advance orders. Although the official launch will take place in Poland on April 1, Malayalis in other European countries are planning “Charayam return” parties at Indian restaurants and bars.

Mithun has been living in Europe for more than 12 years and works in the alcohol industry. Earlier, he developed a product called “AyurVod”, made by combining Ayurvedic flavours with Polish vodka. The drink won a gold medal at the 2025 Warsaw Spirit Competition.

In memory of his uncle
When arrack was banned in Kerala, more than 12,500 people lost their jobs. Mithun’s uncle Dileep Kumar was among those affected. Many families fell into poverty after the ban. Mithun said he decided to enter the arrack business after consulting people who had previously worked in the sector.

He also pointed out that drinks like Feni, Champagne, Tequila, and Scotch whisky are celebrated as part of their cultural heritage in different countries.

“While other countries celebrate their traditional drinks, our own charayam was banned. Today, low-quality liquor is sold at high prices in the name of foreign alcohol,” Mithun said.