PURSUE hard seltzer launches in Mumbai with a fresh and diverse taste profile with exotic combinations of 100% natural flavors, providing a refreshing sensory experience for consumers looking to enrich their everyday routines. PURSUE started by Anish Reddy, an alco-bev entrepreneur whose family has been in this business of alcohol production for over 40 years.
The great hard seltzer phenomenon is slowly taking over India but ‘What are Hard Seltzers’? Hard Seltzers are the new wave of drinking – offering an alcohol content of 5% ABV (alcohol by volume), delivering the pleasant effects of a beer in a guilt-free manner – in less than 110 calories, less than 1% sugar and a gluten-free concoction and also vegan.
The brand offers offers four variants inspired by a marriage of global and quintessentially local Indian flavours – Mosambi and Mint, Strawberry and Rose, Peach and White Tea, and Mango and Chilli. They will be priced at Rs 230 in Mumbai and will be available in all top retail outlets and bars.
Although, in general, alcoholic beverages are not usually labelled ‘healthy’, consumers look for healthier and better-for-you alternatives to cut down alcohol and sugar intake. The low-calorie, low-carb, low-alcohol drink is gluten-free and Keto-compatible. Beyond its recipe, hard seltzer boasts a crisp lightness, the perfect “guilt-free” drink that you can throw back without getting too drunk or consuming a muffin’s worth of calories in a can.
Pursue is finally out there for everyone to enjoy, and I couldn’t be more thrilled about it after 18 months of development, more than 250 taste testing, and countless hours of design work. We aspire to advance the market by providing a product that shines on every level, taste, authenticity, design, and incredibly high-quality ingredients and has been a great alternative to traditional low-alcohol beverages such as beer and wine.
Anish Reddy, founder of PURSUE.
The Making
Hard Seltzers at some level are a bridge between beer, wine, and cocktails keeping in mind the health conscious emotion of the consumer. Spiked seltzer doesn’t contain any separately distilled spirit. It’s brewed a bit like beer, made using sugar, water, and yeast. The yeast ferments the sugar, dissolved in carbonated water, turning it into alcohol. Add in some natural fruit flavoring or extracts and you’ve got yourself a best-selling beverage.
The Bottle
In making its patented designed bottles, PURSUE took a walk down memory-lane to revive designs of soda-bottles across different decades – a mainstay of languorous summer afternoons from our childhoods. The result is an elegant bottle that retains a sense of familiarity while taking a progressive outlook. Each groove in the glass offers captivating visual refractions when the bottle is filled with effervescent seltzer.
The Design
Dutch illustrator and muralist, Joren Joshua´s lanky characters give tactile form to each flavour. With subtle references to the ingredients and the name of each product, the avant- garde art finds its canvas on the bottle-caps and necks – making each bottle a collectible.
