From James Bond’s Martini to Don Draper’s Old Fashioned, Hollywood movies and television series have used cocktails and accompanying glassware to set the tone and add a layer of complexity to the narrative. With just over 1% of the global cocktail mixers market in 2024, India’s on-screen diegesis might still be waiting for its cocktail moment, but consumer goods player Dabur has decided to get into the spirit. It recently expanded its Real brand with the launch of its new cocktail mixers, Real Cheers. Available in four variants — green apple mojito, ‘jamuntini’, ginger ale and tonic water, Real is extending its expertise in fruit juices to its new cocktail mixers by curating a more premium drinking experience.
Worth the risk?
Dabur’s Real brand has been one of its best performing, crossing the `1,000-crore mark around three years ago. But is the move of pushing it into an uncharted territory like cocktail mixers worth the risk? Monisha Prasher, marketing head for beverages at Dabur India Limited says, “Cocktail mixers are among the fastest-growing segments in the non-alcoholic, ready-to-drink beverages category, and have particularly caught the fancy of millennials and Gen Z consumers. Given that a significant part of juice consumption is in the form of mixers, Real Cheers was a natural extension for the Real brand.”
According to global drinks data provider IWSR, the expanding market for alcoholic beverages in India is driven by a mix of “positive demographics, premiumisation, an increasingly sophisticated retail channel, and a more adventurous consumer base.” In 2024, India emerged a key growth market, adding over 5% in volume for alcoholic beverages and 9% in value. This is notably higher than markets like Brazil that saw only 1% growth in volume and 5% growth in value.
Prasher says that Real is the market leader in the `15,000-crore juice and nectar market, and the third-largest in the larger fruit beverage segment. With the new launch, the brand is looking to strengthen its position in the beverage category.
Formula for growth
The cocktail mixers segment in India is still relatively small, at a modest `400 crore, but it is growing rapidly. Mani Singhal, managing director & co-leader of consumer and retail practice at Alvarez & Marsal, says the segment is expected to grow at a healthy 15-20% CAGR over the next five years. “While juices and colas continue to dominate at-home consumption, the rise of premium in-home experiences, social hosting and a growing cocktail culture, particularly in urban India has begun to drive the momentum for mixers,” notes Singhal. She adds that distribution in this category depends less on mass availability and more on presence in the right channels such as premium retail, alcohol delivery platforms, and modern trade outlets.
Prasher explains that Real Cheers has been launched on quick commerce platforms but will soon be made available in modern trade banner stores and standalone outlets. “Given that it is targeted at Gen Z and millennial consumers, we are taking a digital-first approach,” she says.
There have been a handful of digital-first cocktail mixer brands such as Svami Drinks and Jimmy’s Cocktails that offer a range of drinks like low-calorie mixers or non-alcoholic beverages that mimic the flavours of popular cocktails. But these brands are still niche. A player like Real with its distribution muscle and brand legacy could boost category growth, say experts.
But the task of driving a consumer shift from sodas or juices towards specialised mixers is not without challenges, says Nikhil Sethi, partner and national leader, consumer goods, KPMG India. “Penetrating both on-trade (bars, restaurants) and off-trade (retail, e-commerce) channels requires strong partnerships. Consumers are also increasingly drawn to artisanal, low-calorie, and exotic flavour profiles. Legacy brands must innovate beyond traditional offerings and be able to contend with low volume, high variety and spread distribution of products,” says Sethi.
Rutu Mody Kamdar, founder, Jigsaw Brand Consultants, says the latest launch means Real Cheers is entering tricky territory. “The sparkling beverage category sits at the intersection of indulgence and health. It borrows codes from both carbonated soft drinks and better-for-you beverages but doesn’t fully belong to either world yet in the Indian context. The challenge will be carving out a distinct identity.”