Rad Beverages, a homegrown innovation-driven company from India, is leading the flavour revolution with the launch of Twisted Tails. Positioned as the country’s first concept-driven cocktail mixer and ready-to-drink (RTD) brand, Twisted Tails blends real fruit juices, authentic spices, and zero artificial flavours. Built on the philosophy of “One for Every Tale,” the range is designed to complement moods and stories, offering consumers a premium yet convenient experience that fits perfectly into the growing RTD beverages market in India.
Twisted Tails focuses on versatility, allowing consumers to sip it straight, pour it over ice, or mix it with spirits. Each variant is creatively themed to align with unique moods:
At just INR 200 per bottle, these flavour-forward creations cater to Gen Z and millennial drinkers seeking drinks ready to match both casual evenings and curated cocktail moments.
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Currently, Twisted Tails is available at 10 Nature’s Basket outlets in Gurgaon, Mumbai, Bangalore, Pune, and Kolkata. The brand is also leveraging quick commerce platforms, being live on Blinkit across Punjab (Ludhiana, Jalandhar, Amritsar, Mohali, Patiala), with Delhi NCR slated to launch soon. By combining online and offline retail, Rad Beverages ensures wider accessibility, tapping into both at-home consumption and impulse purchases.
The RTD cocktails market in India is on the rise, fuelled by changing lifestyles, urbanisation, and demand for convenience. Global trends show increasing consumer interest in flavour-rich, low-effort drinking experiences, and India is catching up fast. Recent FSSAI regulations (2025) have formally recognised alcoholic ready-to-drink beverages, defining standards for Alcohol by Volume/ABV (0.5–15%), permitted ingredients, and carbonation. This regulatory clarity is expected to accelerate innovation and strengthen consumer confidence in RTD alcoholic beverages in India.
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By positioning Twisted Tails as both a mixer and RTD, Rad Beverages sets itself apart in a crowded yet evolving market. The brand appeals to the experiential mindset of younger consumers, who see drinks as an extension of lifestyle rather than just refreshment. With bold storytelling, flavour creativity, and a premium-accessible price point, Twisted Tails aims to disrupt the traditional mixer category while carving its space in the fast-growing RTD beverages market.
Twisted Tails marks a refreshing addition to India’s drinks-ready landscape, blending storytelling with flavour innovation. By offering versatile, natural, and affordable premium RTD beverages, Rad Beverages has tapped into a growing consumer demand for convenience without compromise. With regulatory clarity and rising interest in RTD drinks, the launch is well-timed to shape the future of twisted beverages in India. If executed strategically, Twisted Tails could emerge as a key player in the evolving RTD beverages market.
