India’s liquor beverage market is rapidly evolving, with new and emerging brands launching a variety of formats – including ready-to-drink cocktails, sparkling wines, and more. Joining the bandwagon is Grover Vineyards that has launched a new ready-to-drink (RTD) sparkling spritzer line in the form of ‘Misfit’. The launch is limited to Karnataka as of August 2025 and promises to deliver four new exciting flavors to its consumers. Here’s what you need to know about this latest launch in the alcobev industry!
For those who may not be familiar with the term, we’d like to clarify! Spritzers are beverages that combine the refreshing fizz of soda water or sparkling mineral water with white wine, typically. They are similar to a carbonated or sparkling wine drink.
Spritzers usually have a much lower alcohol content, making them a preferred choice amongst people who do not like ‘strong’ alcohol or wine. Spritzers are also leaned more towards flavors, mostly fruit-forward, to be more palatable to those who like their alcoholic beverages mild and flavorful.
Grover Vineyards, one of India’s longest-running wine producers, has launched a RTD sparkling spritzer line in the Karnataka market in the form of Misfit. The Misfit line of sparkling spritzers will be available in four delicious variants – Mimosa, Cranberry, Kir Royale, and Kalimotxo.
The leading wine producer will utilize its decades worth of experience and expertise to create a balanced, fruit-forward profile. Misfit RTD spritzers combine natural fruit flavors with high-quality grapes and select ingredients to achieve this balanced profile. What’s also special is this RTD profile.
No need for any preparation, mixing, diluting, or anything else! Simply chill the bottle and you’re ready to pour. This RTD approach eliminates the need for any kind of back-bar cocktail preparation and is great for maintaining consistent portion control.
The RTD beverages are packaged in bold, bright packaging, featuring stripes, zigzags, and other patterns against vibrant colors like pink, orange, and blue. The vibrant packaging perfectly captures the essence of the flavored RTDs inside the bottles. Additionally, the twist cap cans are designed for convenience, allowing consumers to enjoy the drink chilled, or as per their convenience.
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The initial distribution of Misfit will focus on the state of Karnataka, a state that has a sizable urban millennial demographic and established alcobev logistics. The four-variant lineup also ensures that there is enough variety without expanding inventory or requiring bartender training.
Speaking of the launch of the RTD spritzers, Sumit Jaiswal, Chief Operating Officer of Grover Vineyards said, “We noticed a rush to conform, whether it's chasing the latest fashion microtrend or using the same trending audio just to ace the algorithm. That's precisely why we created Misfit: a spritzer that cuts through the conformity and encourages consumers to embrace their individuality.”
Misfit’s vibrant packaging and product philosophy says it is for those who set the trends and make their own rules. And if you too are someone who resonates with the same, Misfit is just for you!
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The speciality of Misfit RTD Sparkling Spritzers lies in its spontaneity and convenience. The drinks are perfect for social occasions, pool parties, festival pop-ups, and other events where speed, consistency, and portion-controlled alcohol service are key priorities.
The RTD format comes handy in this case, allowing lesser wastage, standardized and portion-controlled alcohol service, and premium cocktail-style offerings in settings where a full bar program is simply not feasible.
Grover Vineyards has also hinted at a potential flavor expansion, as it will likely tap into an innovation pipeline that could produce seasonal or limited-time menu rotations. As the product moves out of Karnataka for further expansion, data from initial placements will inform price strategy, channel partnerships, and SKU (stock keeping unit) selection acoss other high-footfall urban markets.
Grover Vineyards has launched a RTD spritzer line that’s all about embracing convenience, rebellion, and premium flavors. Even though the launch is limited to Karnataka and the prices haven’t been disclosed, the spritzer line will be a convenient, portion-controlled way of having your favorite alcoholic beverages. We simply cannot wait for this line to launch in other states in India and try it out for ourselves!
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