Living through a revolutionary age in terms of the cocktail culture, the Indian alcoholic beverage market represents one of the most compelling spirits opportunities in the world. To carve a niche in this market, Bengaluru-based RTD cocktail startup, O’ Be Cocktails has raised its first round of investment led by First Cheque, Letsventure, Bhavish Aggarwal, and Ankit Bhati from Ola, Abhishek Goyal – Founder, Tracxn, and Sprout Investments.
The investment raised in this round will fund O’ Be Cocktails’ core strategy of growing sales through retailers as well as continuing to increase its production of a new premium cocktail range.
With most of the country under lockdown and restricted movement, RTD beverage sales spiked last year, and with an increase in consumers who prefer to drink their cocktails at home, O’ Be Cocktails identified a gap in the market for premium ready to drink cocktails that could be experienced anytime and anywhere.
Launched by Nitesh Prakash in 2020, O’Be Cocktails is focused on giving the consumers a memorable experience of cocktails that titillate all the senses even at the comfort of their homes. The product is unique as it reimagines cocktails in the context of cultured and tasteful Indian consumers who are now on the constant lookout for experiences that are modern, globally inspired, and absolute.
Nitesh Prakash, Founder, and CEO, O’ Be Cocktails, said, “Everyone loves a cocktail, but not everyone has the know-how or means to make one at the comfort of their homes. The Indian alcohol market is still in the very early stages of growth on per capita consumption and premiumization. With O' Be Cocktails, we have seen tremendous response from consumers and an even greater amount of demand for RTD alcoholic beverages. Our aim is to become the pioneers of the ready-to-drink category growth with the right blend of product, brand, and sales.”
Kushal Bhagia, CEO, FirstCheque.vc, stated, “The Indian Alcohol market is a huge, fast-growing $35 billion market. We however haven’t seen much product innovation from the incumbents over the past few years despite newer categories like Ready-To-Drink cocktails gaining lots of ground internationally. We believe the time is ripe for ready-to-drink cocktails to take the Indian market by storm and we love the product and brand that Nitesh and team are building.”
To cater to the ever-growing demand for “something new and fresh, alluring and exciting” from the been-there-done-that millennial customer, O’ Be Cocktails is focusing on premium drinks that are way off the cocktail charts. It offers crafted drinks such as O’ be Fab Cosmopolitan, O’ be lively LIIT and O’ be Zesty Mojito ranging across premium spirits. The brand is currently present in 200 premium stores and has recorded strong growth and consumer reception for cocktails across Bangalore and Goa.
Every cocktail variant of O’ Be Cocktails has been built with over a hundred iterations, giving consumers the perfect and consistent blend of their favorite cocktail. In FY 21-22, the company aims to launch new cocktail variants and reach 1,000+ outlets across other urban markets.