The awards highlight the growing presence of homegrown startups in India's alcobev industry, where emerging brands are challenging established players and conventional formats with products designed around the evolving social habits of younger, urban consumers. Ready-to-serve cocktails have emerged as one of the clearest examples of this shift.
According to IWSR projections cited by Beverage Daily in September 2026, India's ready-to-drink segment is expected to grow at a compound annual rate of about 6% through 2034, outpacing several traditional beverage alcohol categories.
Consumer preferences are also evolving, with flavoured spirits, botanical gins and cocktail-led drinking gaining ground as Indian drinkers explore options beyond straight pours and familiar mixers. Many consumers are seeking greater variety, discovery and experiences that were previously associated primarily with bars.
Traditionally, enjoying cocktails meant visiting an establishment or preparing drinks at home. Ready-to-serve formats offer another option through pre-mixed, bottled cocktails that can be poured over ice or topped up with soda, cola or water. Several international and domestic brands have entered the segment over the past year. However, analysts, including Euromonitor, note that state-level taxation and regulation continue to constrain the pace at which the category can expand.
Commenting on the recognition, Sahith Sethuraman, Co-founder of RTB Consumer Brands, said, “Indian drinkers today are more curious and more experimental than ever. You can see it in the rise of flavoured spirits and in how quickly cocktail culture has grown beyond bars. We build all our cocktails to taste the way they would at a good bar, every single time, and winning a blind tasting tells us that consistency comes through in the glass. It’s also encouraging to see Indian startups being recognised for bringing new formats to a category that hasn’t changed much in decades. There’s a lot of room to grow from here.”
Founded recently, Pour'd set out to make bar-style cocktails accessible beyond bars and restaurants. Its range is designed to eliminate the preparation involved in making cocktails at home while retaining the character of classic recipes.
Pour'd is a ready-to-drink cocktail brand operated by RTB Consumer Brands Private Limited. It was founded by three friends who share a passion for cocktails and good company. The brand produces full-strength, balanced bottled cocktails made with premium spirits, with quality, consistency and convenience forming the foundation of its offering.
The company's double recognition at the Spiritz Achievers' Awards 2026 places its ready-to-serve cocktails and startup journey in the spotlight as India's alcobev market continues to see new formats and changing consumer preferences.
About The Author
Comment List