Making Cocktails a Go-to Drink

The entrepreneurial journey of RM Beverages (P) Limited runs like the popular adage that there is always light at the end of a dark tunnel.When in 2020, the Coronavirus pandemic and the subsequent lockdowns led to the closure of bars and retail establishments, Sameer Mirajkar and Viraj Sawant experienced a light bulb moment. What if they could bring the joy of a perfect cocktail right at a consumer’s doorstep? That is what led to the establishment of RM Beverages also known as InACan Cocktails.

When you crack open a can of InACan Cocktails, you are not just opening a drink but unlocking a world of unforgettable flavours. That is what the founders of RM Beverages (InACan Cocktails) Sameer Mirajkar and Viraj Sawant are likely to tell you when ask about the secret of their success.

“InACan Cocktails isn’t just a drink; it is a game-changer. Imagine the vibe of the coolest bartender at the best bar in town crafting your go-to cocktail, and now imagine that entire experience chilling in your fridge – that is the magic we are talking about. We were the first ones to jump into the RTD (ready-to-drink) cocktail segment in India. At first, it was a bit lonely out there, but as people caught on, so did the competition. Now, we are rubbing shoulders with big players like Schweppes, and that is the fun of it all,” says Sameer.

Convenience and Variety

InACan Cocktails emerged out of the idea of tackling the inconvenience associated with crafting drinks, thus offering a hassle-free alternative for those seeking a straightforward and enjoyable drinking experience. Addressing a common concern, the brand provides a solution to the inconsistency in flavour that often plagues the cocktail segment.

Their mission is crystal clear. They are on a journey to become the go-to RTD alcoholic beverages across India and make it a pan-India drink.

The Founders wanted InACan Cocktails to be a brand that caters to a wide range of tastes and preferences. “By offering concoctions with various spirits, we aim to provide a versatile and enjoyable experience for our customers. The idea is to simplify the drinking experience – no more mixing or complicated recipes. Just crack open a can and you are ready to savour a crafted blend,” Viraj adds. The team’s market insight showed that consumers appreciate convenience without compromising on quality.

Recognising the growing demand for healthier alcoholic beverage options, InACan Cocktails also caters to those mindful of their calorie intake by offering a lower-calorie alternative compared to cocktails you find in a bar – without compromising on taste.

Sameer states that their focus is always on delivering a consistently great taste across all their offerings. “By manufacturing all our drinks in one centralised location and distributing them across states, we ensure that each of our customer gets the same fantastic flavour every time they indulge in one of our cocktails,” he says.

Funding Matters

Managing funding and seeking technical assistance have indeed been pivotal to the start-up’s growth. Initially, the Founders relied on support from friends and family, which laid the foundation for their journey. A significant breakthrough came when they participated in Shark Tank India. “It was a game-changer for us as we managed to secure a deal with all the five sharks, amounting to Rs 1 crore. This not only provided us with the necessary capital but also brought valuable expertise and mentorship on board,” Viraj recalls. Recognising the need for continuous growth and expansion, they are currently in the midst of another round of funding.

This strategic approach allows them the exploration of new opportunities while enhancing their technical capabilities and ensuring their sustainable scalability.

But all said and done, alco- beverages industry in India is a very heavily guarded area burdened by lots of rules, regulations and restrictions around it. What makes it worse is that every state has its own guidelines. Therefore, venture capitalists investing in an alcobev start-up in India need to proceed with caution.

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