Goaah Ventures LLP Launches J.A.B Rocktails, Goa-Inspired, Ready-to-Drink Mocktails and Mixers

Goaah Ventures LLP recently announced the launch of their flagship non-alcoholic beverage brand, J.A.B Rocktails, which will soon hit the shelves in leading stores across Goa. Crafted to inspire the beach holiday vibe of Goa, which is synonymous with Fun and Freedom, J.A.B (an acronym for Just Add Buzz) Rocktails will be available in four classic flavours: Cuba Libre, Mojito, Cosmopolitan, and Blue Lagoon. These newly available mocktails and mixers are perfect to enjoy at home, on the go, as well as at events and parties.

“We want to take Goa to the world with our range of fun and casual, fuss-free beverages,” said Varun Krishna, co-founder, Goaah Ventures LLP. “What sets J.A.B. Rocktails apart from other beverages available in the market is their unique flavour profile, which comes from premium ingredients sourced from across the world.” Enriched with vitamin C, these mocktails and mixers can be consumed on their own or mixed with white or dark spirits without any skill or preparation. Available at an introductory price of Rs. 60, each 350 ml bottle makes 2-3 mocktails (or cocktails), which makes it a versatile and value-for-money proposition.

India has seen a recent spike in the popularity of non-alcoholic beverages. The market segment amounts to U.S $12 Billion in 2021 in India and is expected to grow annually by 7.44% (CAGR 2021-2026, statistica.com), making it one of the fastest-growing markets globally. Goldstein Market Intelligence analysis forecasts the market to reach US $20.4 billion by 2030.

“There is a tremendous opportunity in the non-alcoholic beverage space due to evolving customer preferences and the recent trend of home consumption of beverages due to COVID-19 restrictions,” said Krishna. “Consumers are increasingly seeking different beverage options with new, delicious flavours to try as mixers for alcoholic drinks or at-home non-alcoholic thirst quenchers. The space is ripe for innovation as consumers experience fatigue with standard carbonated drinks and packaged fruit juices, which is where J.A.B Rocktails come in to stir things up.”

Initially, J.A.B Rocktails will be available across leading stores in Goa, and the company will soon expand pan-India through distribution partners as well as online platforms, including a D2C model through their e-commerce website www.jab.rocks. “We are seeing a growing trend of consumers ordering groceries and beverages through online channels and hyper-local delivery platforms, which will be one of our key focus areas in order to grow our presence and increase brand awareness,” said co-founder Sameer Seth.

The company plans to expand its reach and foray into other value-added beverages in the near future.

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Goaah Ventures LLP is a Goa-based FMCG startup formed in 2020. The company is led by Sameer Seth, who has 20 years of experience in the AlcoBev industry, and Varun Krishna, who has over 19 years of experience as a marketing professional with leading organizations across India. The company is supported by external advisors with experience across Diageo and Beam Suntory.