Rad Beverages has entered India’s fast-growing alcobev segment with the launch of Twisted Tails, a line of cocktail mixers and ready-to-drink (RTD) beverages built on real fruit juices and spices. Marketed as the country’s first “concept-driven” mixer brand, the portfolio has been designed for both at-home mixology and straight consumption, a move that taps into the rising demand for premium, convenient drinks among millennials and Gen Z.
The company, founded by Radhika Sharda, Raghav Sharda and Atin Khanna, says Twisted Tails is meant to address a gap in the market for flavour-forward, preservative-free mixers that can pair with any spirit or stand alone as an RTD. Each 250 ml bottle is priced at ₹200 and comes in four variants: Bizarre (orange and coffee), Mystical (vanilla and caramel), Uncanny (cinnamon, clove, apricot and peach) and Enigmatic (tea and jasmine).
Industry data points to the opportunity. India’s RTD and mixers category, still nascent compared to global markets, is projected to grow at a double-digit CAGR over the next five years, with younger consumers driving experimentation. “The new Indian consumer doesn’t just want a drink, they want an experience,” said co-founder Radhika Sharda, adding that drinks “are at the center of conversations, memories and connections, and Twisted Tails was built to make those moments more playful and real.”
Distribution has already begun through Amazon and Rad’s own D2C platform, as well as offline through Nature’s Basket outlets in Mumbai, Bengaluru, Pune, Kolkata and Gurgaon. The brand has also tied up with Blinkit for Punjab markets such as Ludhiana, Amritsar and Mohali, with Delhi NCR on the rollout plan.
According to co-founder Atin Khanna, the aim is to “reimagine India’s drinking culture” by positioning Twisted Tails as multi-layered and versatile. “Every flavour has its own personality, and every bottle should surprise you, just like a good story,” he said.
