New flavour: Dabur India to debut mocktails based on fruits

NEW DELHI: Dabur India Ltd will launch ready-to-drink fruitbased mocktails, or non-alcoholic versions of popular cocktails, under its fruit juice brand Real.

This is the first time mocktails will be available in a ready-todrink format in India. Priced at ₹110 for a 1-litre tetra pack, Real mocktails will be sold at moderntrade stores, open format outlets and across online marketplaces, said Mayank Kumar, marketing head (foods), Dabur India.

Dabur’s fruit juice brand Real is currently sold across 300,000 retail outlets, and Dabur will make Real mocktails available at 10-15% of these outlets to start with. “We’ll also look at making the Real mocktails available at select liquor stores, besides pubs and bars,” Kumar added.

Real mocktails will initially come in two variants: Virgin Mary and Pina Colada. The company will later extend the range with variants like fizzy mocktails, and will look at bringing in other formats of packaging, such as cans.

Dabur currently sells 16 fruit juices under Real brand, and has a 9.8% market share in the entire non-fizzy beverages market in India, Dabur said.

According to data compiled by market researcher Euromonitor International, Dabur had a 43.5% market share (retail value) in the 100% juice segment in 2016, and 49.7% (retail volume) in the nectar—non-carbonated soft drink that has fruit content, but it is 100% fruit juice—segment in 2016.