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Dabur India to debut fruit-based mocktails

Wednesday, December 27, 2017, 10:00 Hrs  [IST]

According to a Mint report, Dabur India Ltd will launch ready-to-drink fruit-based mocktails, or non-alcoholic versions of popular cocktails, under its fruit juice brand Real. This is the first time mocktails will be available in a ready-to-drink format in India. The Real mocktails will be sold at modern-trade stores, open format outlets and across online marketplaces, said Mayank Kumar, marketing head (foods), Dabur lndia.

Dabur’s fruit juice brand Real is currently sold across 300,000 retail outlets, and Dabur will make Real mocktails available at 10-15% of these outlets to start with. “We’ll also look at making the Real mocktails available at select liquor stores, besides pubs and bars,” Kumar added. Real mocktails will initially come in two variants: Virgin Mary and Pina Colada. The company will later extend the range with variants like fizzy mocktails, and will look at bringing in other formats of packaging, such as cans.

Real mocktails, Kumar said, are crafted by professional mixologists and are expected to be the preferred option for non-alcoholic beverage at parties. “While there is awareness and demand for mocktails, creating a mocktail at home is always a tedious process. Consumers want to enjoy the same (as in bars and restaurants) upscale experience at home but are unsure about the right ingredients, blend and process, and think it is an expert’s job. We are taking away the trouble associated with creating a mocktail.’’ Kumar said.

 
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