BEAT, a ready to drink cocktail brand that offers crafted cocktails, has launched “India’s first bottled carbonated gin-based cocktail brand”. These cocktails are available in two flavours – Cucumber and Watermelon. Launched as a pilot project, the brand is currently available in Goa and will soon be expanding to other states and introducing many new flavours.
Launched by Alcopop Beverages Ltd, BEAT is the brainchild of Vidur Relan and Rohan Khare, who are passionate about disrupting the drinking culture in India. Explaining their vision, Relan said, “The era of ready to drink cocktails is now here. It intends to offer the evolved consumer segment a hassle-free drinking experience, convenience and a great variety. We have started with gin-based cocktails as Gin is a preferred cocktail base and will soon be expanding this list to include more spirits. We aim to bring unique and crafted cocktails within our portfolio.”
With a rise in trend towards the ready-to-drink beverage industry globally, BEAT was launched to give Indian consumers a convenient cocktail drinking experience anytime, anywhere. Crafted in India at a facility in Goa, BEAT’s cocktails have been formulated to cater to a diverse audience. With a range of ready to drink gin-based cocktails and its upcoming range of cocktails based on other spirits, BEAT aims to penetrate the Indian market deeply and increase consumer awareness in this segment.
The Indian consumer is keen to explore beyond traditional alcoholic beverages, and have displayed a shift in their preference towards flavoured, on-the-go drinks. This has given a fillip to the ready-to-drink market.
In the post-Covid era, there has also been an increase in the at-home drinking culture, making consumers look for more variety for their home bars. Making cocktails has always been a tedious process, from procuring ingredients to getting the right recipes, making it challenging for the consumers to prepare and consume cocktails conveniently.
BEAT offers a mix of convenience and flavour. Its cocktails are redefining the cocktail drinking experience by offering a range of ready-to-drink cocktails by creating unique mixtures in various flavours using its handcrafted spirits.
