Paapi Coffee Absinthe
Building a category-first craft spirit across founder, fun and review content
Asia's first coffee absinthe needed a feed as bold as the bottle. We run the full content mix - founder-led storytelling, fun and trend-led reels, honest reviews and serve ideas - to teach a brand-new category and give it a personality people remember.
Building a category-first craft spirit across founder, fun and review content
Craft-spirits community on Instagram- Client
- Paapi Coffee Absinthe
- Platform
- Industry
- Craft Spirits / Beverage
- Audience
- Craft-spirits community on Instagram
The brand
Paapi Coffee Absinthe is billed as Asia's first coffee absinthe - dark Indian coffee blended with absinthe botanicals at 49% ABV, made by Mumbai-based Craft AlcoBev, the team behind La'Ananta. As a category-first launch available in Goa and Maharashtra, its Instagram is the front line for building taste, ritual and recognition.
The brief
Launching a category-first spirit means teaching and tempting at once. Content had to explain what coffee absinthe even is, give it a face and a ritual, and carry enough personality to stand out in a crowded drinks feed.
The approach
Founder-led storytelling
We put the founder on camera to tell the why behind the brand - the idea, the craft, the conviction - so a category no one's heard of arrives with a face and a story people can buy into.
Fun, reviews & serves
The feed runs the full range - fun, trend-led reels, honest tastings and reviews, and serve ideas - so it entertains while it teaches people how to drink something they've never tried.
A voice as bold as the bottle
Every piece carries one irreverent, confident voice - the same swagger as the name - so Paapi reads as a brand with attitude, not just another bottle on the shelf.
The work, live
The actual reels and posts from @paapi.absinthe - real, public content, embedded straight from Instagram. Tap any of them to watch.