FROM HERITAGE SPIRIT TO GLOBAL PALATES: NAVIGATING THE DYNAMICS OF FENI INDUSTRY IN GOA

This research paper delves into the intricate landscape of the Feni industry in Goa, India, exploring its historical roots, contemporary challenges, and potential avenues for sustainable growth, with a specific focus on its integration into the tourism narrative. Recognized with a Geographical Indication (GI) status and titled as a Heritage Spirit, Feni symbolizes centuries of heritage and craftsmanship, embodying a unique blend of Eastern and Western influences. Employing a qualitative methodology, the study conducted site visits and in-depth interviews across various stages of Feni production, uncovering challenges in cultivation, processing, and marketing, both for cashew and coconut Feni. Findings highlight the industrys dynamic evolution, from the resistance to standardization to the untapped potential in maturation practices and waste disposal. The study emphasizes the need for standardized practices, branding strategies, and policy initiatives for sustainable development. Furthermore, it explores the decline in coconut Feni production and proposes strategies for promoting Goa as an Alcohol Tourism destination, intertwining cultural experiences with Feni consumption.