Bored Beverages to take its no label original mead brand further, Hospitality News, ET Hospitality World | Tech Reddy

Started a year ago by two school friends from Delhi, Anant Gupta and Vinayak Malhotra, Bored Beverages, an alternative beverage startup that produces mid-brand, no-label, is poised to conquer new markets in the country. The company has already got licenses to distribute in Mumbai and Pune in Maharashtra and will expand to Faridabad, Haryana’s second city after Gurgaon.

In a telephonic conversation, Ananth Gupta and Vinayak Malhotra, co-founders of the company, said the idea is to spearhead the Made movement in India and take the brand to more cities in the country in the coming year. They said that the organization is more in western areas such as Goa, Daman and Diu; Kolkata in the eastern region, and cities in Punjab and Chandigarh will soon enter as priority markets for UT.

While there are few med brands in India outside of Maharashtra and Karnataka, Gupta and Malhotra say their reach is quite local. However, they said Indian consumers are encouraged to see innovative ideas being introduced in the alternative alco-beverage market.

They said that Bored Beverage’s attempt was to provide an easy and friendly alcoholic alternative for first-time or new drinkers, who find hard spirits like rum, whiskey, gin, vodka, etc., and even beer taste pretty good. Scary to begin with.

“We are offering a versatile and flavorful option from the first sip,” says Malhotra The company plans to add new flavors like passion fruit to its portfolio soon.

They said that while exploring new markets, the company is open to changing the portfolio configuration of products based on market trends and demand. A no-label original mead product presented in a 330 ml pint-size bottle with carbonated and 7 percent alcohol-by-volume (ABV), Gupta said they are open to contextualizing the product’s packaging in larger format bottles. or cans based on local market demand.

He also said that the company gives equal importance to on-premise and off-premise distribution, as both these channels are important to their target audience. Currently, 70 percent of the cost is off-premise and the remaining 30 percent is on-premise, he said.

As a growing segment of the industry, the founders of the startup feel that the non-traditional alcove market will gain more strength as more players enter the market and work towards creating consumer awareness. “Finally, we are competing with strong conventional players in the alco-beverage market,” Malhotra said.

Bored Beverages raised a seed round of INR 2.5 crore led by Inflection Point Ventures (IPV) which had some private investors and strategic investors in Simba Beer’s Prabhat Singh Bhatia. The founders shared that they may go for another round of funding sooner rather than later to launch and build the right infrastructure for the new market.