Ochre Spirits, a Goa-based craft beverage house, has announced its entry into India’s cocktail mixer segment with the launch of Ochre Club, a range of bar-quality cocktail mixers. This launch introduces a new product range and marks Ochre’s first move into direct-to-consumer (D2C) retail, reflecting broader shifts in how Indians are drinking and entertaining.
Ochre Club launches with five classic mixers: Whiskey Sour, Picante, Mojito, Margarita, and LIIT. Each recipe has been developed and tested with Ochre’s community of professional mixologists, promising balanced flavours and easy preparation at home.
The mixers are available in 200 ml glass bottles and travel-friendly pouches, with each bottle yielding four cocktails (Rs 347). The range is available for purchase on the Ochre Club official website (www.ochreclub.com), leading eCommerce platforms, and through Ochre’s existing offline distribution network.
India’s cocktail mixer market is on a remarkable upward trajectory, with industry estimates suggesting its value to climb from US$ 621.21 million in 2025 to an impressive US$ 1,183.72 million by 2034. This growth, at a robust CAGR of 7.41% between 2026 and 2034, positions India as one of the most dynamic markets in the world for cocktail mixers.
The surge is being driven by a new generation of consumers who are enthusiastically building home bars, hosting gatherings, and seeking cocktail experiences that rival their favorite nightspots.
John Royerr, founder of Ochre Spirits, said, ” We are thrilled to open the doors of Ochre Club, our foray into cocktail mixers. Launching with The Classics felt right; the drinks people already love, made the Ochre way. But this is more than a launch for us. Ochre was built to be India’s craft house of beverages, one house for every great drink an evening can ask for, and today that house reaches the consumer’s doorstep for the very first time. The journey has just begun.”
Ochre Club’s growth strategy is built on two pillars: the company’s established retail network, and an aggressive push into D2C and quick commerce, making bar-quality mixers accessible to consumers nationwide. By FY28, Ochre Spirits plans to have Ochre Club available in 300 towns and over 3,000 retail, modern trade, and off-trade outlets, with digital and quick commerce channels projected to contribute more than a third of Ochre Club’s overall revenue. The company expects the mixers and adjacent beverage portfolio to add over Rs 37 crore to its business, supplementing the growth target it has set for its spirits division.
Despite the influx of large international players, many of whom have acquired stakes in local brands, the market remains fragmented, with few national craft brands offering genuine bar-quality at scale. Ochre Spirits aims to fill this gap as it completes its evolution from a craft spirits maker to what it calls India’s first full-stack craft house of beverages. The company’s portfolio now spans premium gins, rums, and vodkas, with agave and whisky in the pipeline and a line of functional beverages under development.
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Naresh Khanna – 10 February 2025
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