HBI Staff | Hyderabad 
Today, the youth in India are taking to high alcohol-strength spirits for value for money and that trend is going to change soon towards RTDs.
“Cheers group is crafting cocktail varients that beautifully balances the Cashew Feni’s strong and fruity flavour for new generation enthusiasts and are working to popularise the Goa’s very own Heritage drink to the world,” says Dr. Mohan Krishna, World’s first liquor marketing Doctorate and founder of Cheers group.
Goa based Cheers group launched Ready-to-Drink cocktails made with an indigenous cashew spirit, a Goan’s favourite tipple. The specially-infused varitieal cocktail ingredients provides a beautiful aroma that complements Cashew Feni notes but keeps the intense fragrance of feni in check. This drink is smooth, fruity and tangy.
“RTDs strong growth would be driven by many factors–including consumer’s taste profile and desire for high-quality, portable cocktails, as well as flavor innovation and a shift away from the age-old spirits category” says Ashwin Balivada CEO of Cheers group.
“Future-perfect, the Ready-to-Drink (RTD) Cocktails would grow from a relatively unknown category to one of the best-selling sub-categories in India,” adds Dr. Krishna and he opines “there would be a ‘significant shift’ towards RTD from the beer category on the plank of easy going ‘bottled’ cocktails available at the most affordable prices.”
Cheers group is led by it’s visionary founder Dr. Mohan Krishna and CEO Ashwin Balivada who are among the industry’s most innovative and creative in making iconic brands in the beverage alcohol industry. “Our premade Cashew Feni cocktails in bottles ere concocted by our best team of mixologists” says Dr Krishna.
“Our ready mixed cocktails in a bottle are made with the finest Craft distilled Feni with all premium Cocktail ingredients. Conveniently available in 250ml bottle a generous perfect serve instantly, anywhere, anytime, serve chilled and make your moment” adds Ashwin.
“RTD cocktails will be on growth chart driven by consumers’ desire for easy-to-enjoy, highly portable cocktails,” says Dr. Divya Balivada, Global Creative Director of Cheers group. “Also RTDs will tap into the changing consumer preference for low-calories, refreshing alcoholic beverages with a simple ingredients list that achieve a ‘health’ halo amongst shoppers,” adds Divya.
“When it comes to selecting an RTD, people are primarily motivated by the variety of flavors and striking liquid colors offered, which reiterates the importance of having a diverse range of options available to satisfy a broad range of preferences,” claims Dr. Krishna.
Standing out from the pack and finding a path to success with RTD Cocktails involves formulation and flavor decisions and an understanding of the regulatory landscape especially in India where each State and union territory has its own set of rules and regulations for alcohol.
“Festive, beautiful and flavorful – these Cashew Feni Cocktails are a wonderful addition to your party hour” adds Divya.
