Buy on Kickstarter →
Buy on Kickstarter →
the sound you make when something hits exactly right. Relief, delight, the first sip on a hot afternoon.
The people and places that raised us, from the table I grew up at to the girls, the family, and seven countries and back.
Founded in 2026 by Anuja Bagri, UFF! is a zero-proof South Asian spritz, and a small act of rebellion.
It began with a simple frustration. The flavors that raised us, the imli, the aam, the whisper of mirchi, were nowhere to be found when it counted. Not at the dinner party. Not on the wine list. And when you did find them, they'd been filed away at the back of the store: dusty, discounted, an afterthought.
UFF! was born from one mission: to take those flavors out of the back aisle and onto the premium shelf, where they always belonged. Not watered down. Not explained away for anyone. Poured into a beautiful can and set on the best table in the room. South Asian flavor was never niche. It was just early.
Every can is built from something real. Ripe mango and tangy tamarind, a whisper of chili, the six rasas our grandmothers cooked by, balanced the way a South Asian table always is: sweet, sour, salt and heat, all at once. Real fruit, real spice, real cane sugar. Zero proof, no apology.
It started on Anuja's travels. Seven months, seven countries, a sober year spent looking for a drink that tasted like home. She never found it on a single menu, in any city, on any continent. So she made it herself.
The first drop launched on Kickstarter and found its people fast, with a waitlist full of them before a single can shipped. Turns out we weren't the only ones waiting for this.
The flavors that raised us deserve to lead.
