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Shaken, Not Stirred: The Rise of the Cocktail Mixer Market in India

As more Indians experiment with making cocktails at home, they are turning to cocktail mixers as a convenient and hassle-free solution that allows them to create high-quality drinks without extensive knowledge or skill.

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The recent appearance of a cocktail mixer startup Bartisians on Shark Tank India has shone a spotlight on this emerging category. Here are a few reasons why there has been so much interest in cocktail mixers lately:

  • Rising interest in mixology: As more people experiment with making cocktails at home, there is growing demand for convenient and easy-to-use mixers that can elevate the taste and quality of their drinks.
  • Growth of premium spirits market: The increasing popularity of premium spirits has led to a greater focus on mixers that can complement and enhance the flavors of these high-end drinks.
Data from the Confederation of Indian Alcoholic Beverage Companies (CIABC) shows that spirits priced above  ₹1,000 have grown at a pace of 48% year-on-year (y-o-y) in 2022-23, compared to just 12% for the less-than- ₹500 segment of spirits. And within the above- ₹1,000 category, Indian offerings’ share has jumped from 18% in 2021-22 to 20% in 2022-23, showing a significant growth of preference for Indian premium brands.- Source: Livemint
  • Focus on convenience: With busy lifestyles, many consumers are looking for convenient solutions that allow them to make cocktails quickly and easily at home. Cocktail mixers offer a simple and hassle-free way to create cocktails without the need for extensive knowledge or skill.
  • Shift towards health and wellness: There is a growing trend towards healthier and more natural mixers that use high-quality, natural ingredients and are free from artificial flavors, colors, and preservatives.
The cocktail mixer market in India is expected to reach an impressive Rs 7,000 crore by 2030, fueled by a confluence of favorable trends.

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