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‘We are planning to launch Tipsy Tiger in the US and EU markets over the next quarter' : Abhishek Chopra, Founder, Tipsy Tiger

Wednesday, June 15, 2022, 10:00 Hrs  [IST]
HBI Staff | Hyderabad

Founded by three friends Rushil Bhatia, Abhishek Chopra, and Sagar Sarin, Tipsy Tiger is the mischievous premium fuss-free cocktail mix brand. The brand's goal is to bring bar-like quality cocktails to the fun, fuss-free setting of home. Asmita Mukherjee spoke with Abhishek Chopra, Founder, Tipsy Tiger Cocktail mixers to know more about the industry trends and their future plans for the brand.
How has the journey been since Tipsy Tiger's inception?
We launched Tipsy Tiger in September 2021 and during these 9 months, we have seen a lot of traction in terms of sales, curiosity and the sheer excitement from our customers due to the nature of the cocktail mixers category itself. It’s a new category of indulgence and convenience and we are extremely confident in the path that we have taken. We are on the path to establishing Tipsy tiger as the leading cocktail mixer brand in India by offering unique experiences and fulfilling the highest level of customer satisfaction
According to reports, the non-alcoholic beverage sector in India shows a robust growth trajectory. How do you plan to capture this market?
We believe a starting point towards becoming market leaders is by working on insights and understanding what the customers need rather than what they are being offered already!
We plan to capture this market by offering Fuss-free drinking experiences by introducing a variety of RTD mixers and beverages in India.
Currently, we are focused on bringing the best cocktail experience at home or anywhere you might want to have a drink. People are looking for options that they can mix their expensive and hard-earned alcohol with. We are here to replace the boring and undeserved mixer options that are currently available in India!
How are bartenders and consumers approaching the low-proof cocktail wave? Do you feel that Non-alcoholic cocktails mixers have gained market share within a short span of time?
There is a very aggressive trend of shifting towards non-alcoholic and low proof cocktails due to increased awareness and incline towards prioritizing health. Gen Z and millennials are now more focused and determined and where everything that they consume conveys a message about them.

As per a report by Morgan Stanley, 400 million millennials in India contributes to 70% of total household income and these highly aware consumers are fuelling the trend towards consumption of higher quality products where the consumer is conscious of healthier options with better product quality, and are willing to pay more for the same. The non-alcoholic beverage market is projected to grow at 16.2% CAGR (as per Goldstein Market intelligence analysis) between 2017 – 2030 and reach USD 20+ billion.

The reason why non-alcoholic cocktail mixers have gained traction is because it is extremely difficult, tiresome and expensive to make a cocktail at home from scratch. We eat food 3 times a day but we only look forward to the weekends to ease out by indulging in experiences which are stress-free. The drinking space is a very special environment, a separate social world that serves as an escape from everyday life and it has to be fuss-free in every aspect.
Also, influxes of home-grown alcohol brands have led to immense demand for the mixers category.
Have you planned for any B2B (restaurants/hotels) tie-ups?
We are in talks with various boutique hotels and certain restaurant categories where we could place our mixers. We have specially curated menus that can make around 15 drinks from our 4 current mixers that we are selling in the market. We have also experienced interest from catering companies due to the sheer volume of guests that they cater to and their expense in hiring expensive bartenders to make curated drinks for their guests. With our mixers which are ready to serve, the management requires no expert staff in making the cocktails, saving them on manpower and salaries. 
Which geo-locations have greater demand for your products?
We initially launched Tipsy tiger focusing on all major cities like Delhi NCR, Mumbai, Bangalore, Chennai and received an overwhelming response. However, to our surprise cities like Nagpur, Ludhiana, Chandigarh, Mangalore, and Pune have started to contribute to healthy business recently. But of course, the contribution from metros and major cities is higher due to product awareness and hyper-local distribution!
What are your future plans for Tipsy Tiger? Kindly explain your investment and expansion (international) plans? Who has funded Tipsy Tiger to date?
As of now we are a bootstrapped start-up and growing very quickly. We are already a 5-member team and will aim to make new additions to the team soon as there are several new campaigns and product launches lined up before the festive season this year.

Tipsy Tiger is a digital-first brand and we are currently available through our company website, Amazon, Cred, Swiggy Instamart, Zepto, Drinks Deli, Barfecto along with Jio Mart and Big Basket coming soon. Having said that, we are actively investing in growing the brand’s presence at selective retail outlets across major cities as well. We will also be looking to launch Tipsy Tiger in the US and EU markets over the next quarter.

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