The Goa-based craft beverage company is using D2C, e-commerce and quick commerce to build direct consumer relationships and expand its beverage portfolio.
Goa-based craft beverage company Ochre Spirits has entered India’s cocktail mixer market with the launch of Ochre Club, marking its expansion into direct-to-consumer (D2C) sales. The new brand offers five variants—Whiskey Sour, Picante, Mojito, Margarita and LIIT—priced at ₹347 for a 200ml bottle that makes four cocktails.
Ochre Club is available through its own website, e-commerce platforms and Ochre Spirits’ existing offline distribution network. The D2C channel gives the company a direct route to consumers, allowing it to improve product discovery, understand purchasing behaviour and build stronger relationships beyond its core spirits business.
Quick commerce is expected to play an important role in this strategy by making cocktail mixers more accessible for at-home consumption and last-minute occasions. Together, D2C and quick commerce are projected to contribute more than one-third of Ochre Club’s revenue.
The company plans to expand the brand to 300 towns and more than 3,000 retail, modern trade and off-trade outlets by FY28. While offline distribution will support geographic reach, the D2C model will help Ochre Club establish a digital presence and create a more convenient purchase experience for consumers.
“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,” said founder John Royer.
India’s cocktail mixer market was estimated at $621.21 million in 2025 and is projected to reach $1.18 billion by 2034, growing at a compound annual growth rate of 7.41% between 2026 and 2034. The category’s growth is supported by rising interest in convenient, at-home beverage experiences and familiar cocktail formats.
Ochre expects its mixer and adjacent beverage portfolio to contribute more than ₹37 crore to the broader business, alongside its existing spirits division.
Founded in 2023, Ochre Spirits currently offers premium gins, rums and vodkas. Agave and whisky are in the pipeline, while functional beverages are under development. The cocktail mixer category gives the company an opportunity to test new formats, gather consumer insights and develop future products through direct market feedback.
For Ochre Spirits, Ochre Club is not only a product expansion but also a D2C growth platform. By combining its own website with e-commerce, quick commerce and offline distribution, the company can reach consumers across multiple purchase occasions while building a broader, more connected beverage business.
Source: Based on reporting by ET Retail, with additional editorial adaptation and analysis.
