High without alcohol: Indian brand Swizzle sets sights on APAC expansion with RTD mocktails
Earlier this year the firm secured its second round of seed funding from angel investors to drive its growth plans.
Swizzle co-founder Vrinda Singhal told us that she wanted the brand to enter Singapore, Malaysia, Indonesia, and Vietnam by next year.
“As for why we want to expand beyond India, there are two main considerations. First, the other regions with hot climates for most of the year are good for us, as ours are cold beverages. Second, beverage consumption abroad is significantly higher, with people consuming over 50% more beverages compared to India. This increased consumption is a key reason for our expansion plans.
“We’re still exploring. By the end of next financial year, we will have a firmer decision on which markets to expand to. But we need funds to do so. Once the funds are in, we will definitely be expanding to other regions that include Europe and Asia.
The firm's sales grew by 210% in FY2023, which Singhal attributes to its expansion to various cities outside Bengaluru.
Understanding their target audience
Swizzle engages with consumers through outdoor events where sampling sessions are held. One key observation is that the Millennials and Gen Zs want different things.
“While there’s an increase in demand for non-alcoholic beverages across the board, Gen Zs prefer what is accepted and popular among their peers, whereas Millennials seek healthier options. This leads to significant differences in consumption and purchase frequency. We market the same product differently to both groups. For millennials, we emphasise that ours are healthier, lower-calorie products. Our mocktails contain actual fibre from the fruit itself, we don’t sift it out. So you’ll have to give it a little shake to mix it up since the pulp tends to settle at the bottom.
“For Gen Zs, we use the tagline 'stay cool, stay u’, and we offer freebies like cool T-shirts. Our drink packaging is also geared towards Gen Zs – something that looks trendy and cool.
“Also, nostalgia and tradition appeal to the Millennials. As for the Gen Zs, while they do like typical Indian flavours, they are more influenced by Western culture and what’s trending now. So certain flavours wouldn’t appeal to them as much. The Desi Lemonade, for example, has masala in it. We found that the Millennials appreciate this flavour more than the Gen Zs,” said Singhal.
The Desi Lemonade might also not resonate with consumers outside India, so there are plans to develop more flavours to appeal to a wider audience.
Being adventurous with flavours
When asked if Swizzle plans to develop more conservative flavours for the international market, Singhal said that the team would like to retain its adventurous streak to remain bold and creative.
“I wouldn’t use the word ‘safe’. Rather, the flavours will be more palatable to those outside India. Pineapple, grapefruit, and Indian tea would a few of the other flavours we’re looking at,” said Singhal.
Swizzle’s drinks also make flexible bases for mixing with other beverages or fruits.
“Our Virgin Mojito has mint, which goes really well with gin and vodka. Mint pairs well with many things. If you don’t want alcohol, you can add fresh fruits to make a flavoured fruit mojito. As for Desi Lemonade, it’s a blend of lemon with traditional Indian spices, including black cardamom, black salt, chaat masala, and fennel seeds, so its spicy notes pair well with whiskey,” said Singhal.
The current range also includes the Blue Lagoon, which contains oranges, mint, and cinnamon. It gives a refreshing boost of vitamin C without any extra sugars.
Creating positive experiences
Singhal explained that what differentiates mocktails from fruit juices is the carbonation. She also emphasises that using 100% natural fruits and herbs elevates the taste experience. Most of Swizzle’s ingredients are sourced within India from farmers and local markets except for citruses, which are imported from Egypt.
“Without carbonation, it's just juice. And even when companies claim their juices are fruit-based, they often use concentrates extracted through multiple chemical processes, which we don't. We use the fruit itself, avoiding those additional processes and chemicals. This is another key differentiating factor for our products.”
Additionally, there’s a big demand for healthy indulgence, so Swizzle includes functional ingredients in its mocktails.
The Triple Berry for example, contains vitamin C, potassium, and magnesium. It’s a drink that’s sweet and tart at the same time from real strawberries, blueberries, and raspberries; The Virgin Mojito has lemon juice and mint, which boosts immunity and gives a good dose of vitamin C.
As for its upcoming creations, Swizzle plans to add more refreshing and energising beverages like ginger ale and tonic water within the year. They are also developing pre-workout drinks, which will contain caffeine.
“Most pre-workout drinks are not carbonated, so we want to introduce that to the market. Combined with the caffeine, the carbonation will add a refreshing kick, which will make you feel more energised,” said Singhal.
Swizzle is sold via its own website as well as in Nature Basket and MRP stores in India. Each 250ml can of mocktail costs Rs 80 (USD 0.96).
