Decoding Wild Drum's Hard Seltzer Revolution

Half a decade ago, hard seltzers made a big splash in the global market. We spoke to the men behind one of India's pioneers in clean, lowcalorie alco-bev products LOVITIME- WILD DRUM

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It wouldn't be amiss to say that hard seltzers - a highball drink blending carbonated water, alcohol, and flavourings have been one of the biggest recent trends in the global alco-bev landscape. One of India's biggest players in this space is Wild Drum. Low in calories, gluten-free, and available in both 4.75% and 8% variants, Vineet Shivhare and Manan Trivedi's health-conscious alternative to traditional alcoholic beverages has proven itself since its August 2021 launch. Here's some key takeaways from our conversation with the duo behind India's own push towards a hard seltzer revolution:

Both of you are Regent's University, London alumni tell us about how you met, and decided to start this brand journey?

We have been friends for fifteen years ever since our first year of college. Our journey with the brand started when my family in America pointed out this new-age alcohol which had taken America by storm and seemed to be the right answer to today's demand of having fun yet being smart, by consuming alcohol in the healthiest possible manner.