Indian spirits manufacturer Tilaknagar Industries has acquired a minority stake in ready-to-serve (RTS) company Round the Cocktails.
Round the Cocktails produces Bartisans, an all-natural, low-calorie bottled cocktail mixer brand with 17 flavours in its portfolio. In full-year 2024, the brand posted a revenue of Rs 3.5 crore (£315.3m/US$418.9m), and was distributed to more than 70 cities in India.
Tilaknagar will hold a 36.17% share of the brand’s equity share capital on a fully-diluted basis.
Amit Dahanukar, chairman and managing director, Tilaknagar Industries, said: “Our investment is driven by the emergence of a booming cocktail culture in India, paired with the growing trend of ‘at-home’ drinking in a convenient setting.
“Through this association we also see strong synergies with our existing premium brandy as well as our soon-to-be-launched luxury portfolio. We look forward to working closely with Bartisans for co-creating innovative cocktail mixers for brandy.”
Tilaknagar will put funds towards growth and marketing initiatives, and strengthen the distribution networks of Bartisan’s products. The agreement also includes the right for Tilaknagar to nominate a director to sit on the board of Bartisans.
Dahanukar added that with Bartisan’s premium price point, high gross margins and high customer retention rates, the brand “enjoys strong unit economics, enabling a diverse range of distribution channels – from direct-to-consumer to modern retail to quick commerce”.
Multi-million-dollar potential
The company noted that the ready-to-pour mixer segment in India is projected to reach Rs 7,000 crore (US$830m) by 2030.
Ameya Deshpande, president – strategy and corporate development, Tilaknagar Industries, said: “Bartisans has developed mixers with unique, in-house recipes that resonate with the Indian palate and add a twist for an extraordinary drinking experience.
“Its products evoke strong customer loyalty, a trait it shares with our leading brands, Mansion House Brandy and Courrier Napoleon Brandy. I also see this partnership contribute significantly to making brandy more fun, exciting and aspirational.”
Tilaknagar owns Mansion House, the world’s biggest-selling brandy, as well as Courrier Napoleon brandy, Madeira Rum and Blue Lagoon Gin. In 2022, it diversified its portfolio with the purchase of a 19.5% stake in ready-to-drink shot maker Incredible Spirits.
The company also recently upped its stakes in Indian brands Samsara Gin and Sitara Rum.
In gaining investment from Tilaknagar, Round the Cocktails co-founder Jovita Mascarenhas added: “Tilaknagar Industries’ expertise in the alco-bev sector coupled with our vision for innovative cocktail experiences creates an exciting opportunity to scale Bartisans to new heights.
“We are confident that this partnership will elevate our brand and expand our reach across the market.”
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Author: Rupert Hohwieler
