Dabur to debut fruit-based mocktails | Fusion - WeRIndia

Dabur to debut fruit-based mocktails

Dabur to debut fruit-based mocktails

Dabur India Ltd. decided to launch ready-to-drink fruit-based mocktails in the country.

They will be sold under the brand name Real which at present sells fruit juices. The mocktails are non-alcoholic beverages made with fruits.

This is first time in the country the mocktails are available in a ready-to-drink format.

Dabur India decided to sell these mocktails in one-litre tetra packs priced at ₹100 and in two variants, Virgin Mary and Pina Colada.

The company has a plan to extend the range of the variants later such as fizzy mocktails. It has a plan to change the packaging format also like bringing the mocktails in cans.

These mocktails will be available in select stores or online. Currently the fruit juices of Real brand are sold in 300,000 retail outlets across the country.

And the mocktails will be sold at 10 to 15 per cent of these outlets initially. Some of these outlets include pubs, bar and select liquor stores.

According to the marketing head of Dabur India Ltd., these mocktails are made by professional mixologists. As they are non-alcoholic beverages, the company expects them to be a preferred choice for many, especially in the home parties.

Though many people in their home parties want to make mocktails, they cannot do this due to tedious process.

If it is available in a ready-to-drink format, then it is very easy for them to bring and enjoy their mocktails. Hence, Dabur wants to bring them into the market.

With the launching of mocktails in ready-to-drink format, Dabur becomes the first company to do it in the country.

Consumption of non-alcoholic beverages is continuously growing in the country especially in the urban areas.

The average growth rate is 3 per cent per annum and it is expected to reach ₹848 crore by 2021.

Image by naureen imran from Pixabay (Free for commercial use)

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