graduate them to exploring
the world of handcrafted
cocktails by the well-known
Liquid Chefs of India.
W
hat is the USP of
your product?
‘& Stirred’ is a simple,
convenient and brilliantly
priced product for
consumers in the world of
cocktails.
One can get a perfect
cocktail by simply adding his
favourite spirit over lots of
ice. It costs Rs 50 for a single
serve pack. The superlative
packaging of our products
looks tempting, seeds
curiosity from the shelf.
Moreover, it has everything
printed on it that a layman
needs to know about what
and how of the product.
When it comes to taste, it’s
very close to a bartender’s
handcrafted cocktail. The
concoctions are developed
using the best ingredients
by one of the biggest names
in the world of mixology in
India.
All in all, I can say ‘& Stirred’
is a proud Indian brand!
I
s ‘& Stirred’
replacing a
Bartender?
Absolutely Not! ‘& Stirred’
is pegged to make home
drinking delicious. ‘& Stirred’
is Ready to Serve cocktails
by a bartender. These are
HandCrafted. It’s like Maggi
vs Noodles by a Michelin
Star Chef. There will always
be a difference but there is
a need for both.
T
ell us about your
product flavours.
Are you also planning
to add any new flavour
to your product
portfolio?
hich is your
favourite drink
among all? P
I love starting my evening
with a Cosmopolitan or
a Margarita. The tequila
content in the drink, coupled
with the mix we have, makes
for a real smooth and potent
drink. I usually end my
evenings with our spicy
Bloody Mary that leaves a
lingering taste for a long
time. Our strategy is pretty simple.
We follow our consumers.
T
o see your
products on the
shelves at retail
stores is a milestone
for every
brand. Guide
The cocktails
our readers
involve too many
from where
ingredients
can we get
and one usually
your product?
doesn’t fi nd
We more likely
everything
follow our
handy at one
consumers.
point of time
‘& Stirred’ features four
variants — Margarita,
Cosmopolitan, Mojito and
Bloody Mary.
The idea behind
to start with
these flavours
was to launch the
most common/
classic ones to
start with and to
enrol a consumer
in the world of
cocktails.
W
‘& Stirred’ is still in its nappy
days and it has a large ground
to cover. As of now, I can
say is - while I will keep
toying with exciting flavours
within white spirits, I am also
looking at other different
categories. Whisky could be
an exciting bet.
On-ground,
we follow
the predicted route of
modern trade, gourmet
stores, condominium/
top-up shops, etc. Also,
you may be surprised
to see my product at high-
end pastry shops or even
at salons. Other than this,
the product is also available
on e-commerce websites
like Amazon, Flipkart,
Bigbasket and many other
gifting sites.
T
ell us about your
distribution
network
We have a strong presence
in Delhi, Gurugram, NCR,
Chandigarh, Hyderabad,
Pune and Online. We are
now selling onboard Indigo
airline and also in Navy
stores across India.
Drink Asia
37
March-April 2019
ut some light
on your market
strategy
We believe Consumers love
us when they know about us
and this is what makes the
basis of our strategy.
W
hat is your
success rate
in establishing
yourself in the Indian
market? What is the
consumer’s feedback
on your products? Are
they accepting it well?
My belief is whenever brands
have filled existing gaps or
have solved a consumer’s
problem or have brought
value through convenience/
ease, they give an early
acceptance and this is what
we have witnessed with
& Stirred‘& Stirred’. Most
consumers who have tried
us have come back to us.
C
an you brief us
on the basics of
the cocktail market in
India? How well is it
growing?
Most consumers try cocktails
at a party or an event. Bars or
restaurants that make good
cocktails are expensive. This
is where cocktail familiarity
is low but with disposable
incomes going up, travel
becoming a part of life and
weekend indulgence almost
a ritual, we are seeing a
lot of excitement among
consumers to experiment
and try something new.
W
here do you see
‘& Stirred’ after
5 years from now?
In every home bar!