sharaabi spirits releases vodka, gin and whiskey ready-to-drink cocktails
Adenwalla Inc. has launched Sharaabi Spirits, an Indian-inspired ready-to-drink cocktail line to compete in the fast growing segment of upscale pre-mixed cocktails. Sharaabi Spirits Cocktails are available in the vodka-based Chaitini, gin-based Mirchitini and whiskey-based Lychitini with more flavors on the way. “This open and serve cocktail line is for people who like mixology and craft drinks but do not have the time to buy hard-to-find ingredients and recreate complicated recipes” said Radha Patel, CEO and co-owner of Adenwalla Inc.
Retailing at $12.99 a 750-ml at 12% ABV, Sharaabi Sprits is available in Chicago-area liquor stores. Illinois statewide distribution will be available shortly. Patel plans to dramatically expand Sharaabi Spirits’ footprint by launching into California, Maryland and Delaware by the end of 2014.
With their innovative flavor profiles of Chai (Indian spiced tea), Mirchi (cucumber, mint and jalapeno), and Lychi (lychee blossom and ginger), Sharaabi Spirits will be the first to offer consumers handcrafted, premium cocktails in an accessible pre-mixed form. According to Adenwalla Director of Marketing Hitesh Kumar, Sharaabi Spirits is designed to appeal to millennial consumers and women in particular. Marketers also see opportunities to expand the brand in the on-premise by-the-glass segment.