Beverage brands targeting non-alcoholic segment for expansion

With the growing popularity of non-alcoholic segment, Rasna is setting up a chain of mocktail bars across the country.
  • vaishnavi News Editor
Rasna Buzz

As the demand for non-alcoholic beverages is increasing, more companies are moving forward in this segment. In recent times, United Breweries Limited has introduced Kingfisher Radler, its new non-alcoholic beverage, across India. And now, Rasna, which has dominated the soft drinks concentrate market for three-and-a-half decades, is foraying into the non-alcoholic bar business.

Rasna is setting up a chain of mocktail bars, namely Rasna Buzz, across the country. It is hoping to become the first Indian beverage brand vending drinks using typically Indian ingredients.

The company’s very first mocktail bar, Rasna Buzz, has started serving people in Pune. Going forward, more such bars will come up in Mumbai over the next few months.

Piruz Khambatta, CMD of Rasna, said, “The company would have 500 such outlets across India over the next five years, which, together, is expected to have a turnover of `500 crore. Rasna is hoping to tap young Indians with these mocktail bars as they are increasingly consuming beverages outside home.”

These bars will be operating in two formats, kiosks and standalone bars. The company is further partnering with Franchise India to take the franchise route.

“Very few Indian beverage chains have come up in the country and nobody has grown to the scale we want to grow to. There is some much we can do with Indian beverages, and no company has done this with a retail format,” Khambatta stated.

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