Indian brand Swizzle, originally a mocktail kit delivery firm founded in Bengaluru in 2019, has expanded to 1,500 stores nationwide and now aims to launch its RTD mocktails across APAC. The brand, buoyed by a 210% sales growth in FY2023, plans to enter markets like Singapore, Malaysia, Indonesia, and Vietnam by next year. Co-founder Vrinda Singhal cites the high beverage consumption in hot climates and the need to appeal to different consumer segments as key drivers for expansion.
Consumer Engagement and Preferences Swizzle tailors its marketing to Millennials and Gen Zs, recognizing their differing demands. Millennials prioritize healthier, lower-calorie options, while Gen Zs are more influenced by trends and peer acceptance. The brand's products, such as Desi Lemonade with Indian spices, appeal more to Millennials, but Swizzle plans to develop new flavours like pineapple, grapefruit, and Indian tea to cater to a broader international audience.
Innovative Flavour Development Swizzle maintains an adventurous approach to flavour creation, aiming to offer unique, palatable options for global consumers while retaining Indian elements. The brand's Virgin Mojito and Blue Lagoon showcase its ability to blend traditional ingredients with innovative twists, making them flexible bases for mixing with other beverages.
Commitment to Natural Ingredients A key differentiator for Swizzle is its use of 100% natural fruits and herbs, avoiding chemical processes common in other fruit-based beverages. This commitment enhances the taste experience and aligns with the growing demand for healthy indulgence. The brand plans to expand its product line with functional beverages like ginger ale, tonic water, and pre-workout drinks that combine carbonation with caffeine for an energizing kick.
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