Thiruvananthaouram , 21 Feb (H.S.):In a significant development amid mounting controversies and legal scrutiny,

the Kerala government’s proposed liquor brand will be launched under a new name. The brand,

initially christened ‘Malabar Mystery’ based on public suggestions, has now been renamed

‘Minnal Magic’ by Malabar Distilleries. The product will be marketed under the abbreviated label “MM.”

The decision to change the name comes in the wake of concerns that retaining the public-suggested

title could invite judicial displeasure, especially as the project continues to attract legal attention.

By opting for a new name, the company aims to avoid further complications and ensure a smoother rollout

of the state-backed liquor venture.

Excise Minister M.B. Rajesh is scheduled to officially unveil the brand name and logo.

The government plans to introduce the product in the market within a month. Pricing for Minnal Magic

is expected to be comparable to ‘Jawan’, an existing government-owned liquor brand, ensuring that

the new entrant remains competitive within the state’s regulated liquor market.

According to project details, the new initiative envisions a daily production and distribution capacity

of 13,500 cases, equivalent to approximately 108,000 litres of liquor per day. The manufacturing plant,

spread across 75,000 square feet, has been set up in Chittoor. The large-scale facility is designed

to streamline production and meet anticipated demand once the brand hits retail shelves.

To operationalise the project efficiently, employees will be appointed on deputation from state-run

entities including Travancore Sugars in Thiruvalla and BEVCO warehouses. This arrangement is expected

to help the government leverage existing expertise and infrastructure while keeping operational costs in check.

Water required for liquor production will initially be sourced directly from the Malampuzha Dam,

subject to necessary approvals and logistical arrangements.

The launch of Minnal Magic marks a fresh chapter in the Kerala government’s direct participation

in liquor production and branding. While the project has sparked debate, officials maintain that

it is aimed at strengthening the state’s revenue streams and streamlining supply under government oversight.

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Hindusthan Samachar / Arun Lakshman