Face to Face–Processing
A BETTER
WAY OF
DRINKING
VODKA
In an exclusive interaction with Mandeep Kaur from
Drink Asia Magazine, Mr Rakesh Sheth, Founder and
MD of Artisanal Drinks Pvt. Ltd., and owner of ‘&
Stirred’ Cocktail Mix shares his journey of launching
first of its kind cocktail mix in India.
T
ell us about the
beginning of this
brand. How did you
think of this brand?
I have spent almost 15 years
within the alcobev business
marketing and managing
lifestyle/luxury brands
in India. Whilst working
on various brands and
categories, the one thing
that always disappointed
me was the limited/boring
choice a consumer had
while drinking at home
especially with white spirits.
All this while even today
the majority of consumer’s
choices are between tetra
juices and carbonated sodas.
That’s when a question
popped in my head – There
has to be a better option
of making those amazing
cocktails. This triggered
the launch of ‘& Stirred’
cocktail mix. It presents
the simplest and most
convenient way of making
perfect cocktails/mocktails.
Anytime anywhere! in a consumer’s mind. The
one filter that I usually keep
while designing a campaign
or a product is: keep it
simple; relevant and unique.
And the same way when I
was developing ‘& Stirred’, I
followed the same approach
with questioning myself:
what am I addressing? And
the aim was to make home
drinking better and delicious.
W P
I have a marketer’s mind.
My life revolves around
building right perceptions I think people believe, it is
hat has inspired
you to develop
this innovative range?
Drink Asia
36
eople are reluctant
to make better
drinks at home. In
your opinion what are
the current barriers?
March-April 2019
difficult to make. Moreover,
they do not have an idea of
how to make these kinds of
drinks. The cocktails involve
too many ingredients and
one usually doesn’t find
everything handy at one
point of time.
But I strongly believe if
one has his fundamentals
clear in his head, he just
needs to articulate it in the
language that everyone can
understand and that’s what
I have done.
‘& Stirred’ will bring
familiarity and eventually