4 industry veterans join forces to launch CaSa de Spirits, a new alco-bev company

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Goa, October 13, 2021: CaSa de Spirits Pvt Ltd. is an alco-bev, Goa-based startup with an office in Mumbai, formed with a clear vision to create unique and disruptive alcoholic beverages, to meet the needs of the consumer’s ever-changing palate.

CaSa de Spirits Pvt Ltd. is founded by the former National Director of Divtone Group and the former Marketing Director of WWE, Carl Sequeira with the founder of Go Fish Entertainment, Sajay Moolankodan, which have also been associated with the marketing of the main alco-bev brands in India. The founders also brought Alco-bev’s industry pillars, Shatbhi Basu and Binaisha Sundaram, who will bring their more than 60 years of combined industry experience to this new venture.

Shatbhi Basu, famous mixologist and founder of STIR bar academy, who was honored by the President of India for being India’s first female bartender, has spent her career working closely with the commerce and consumers to educate them on the art and science of mixology. She will lead research and product development for the brand. Binaisha Sundaram, who was part of the team that recently launched Copter 7 Beer, has also been associated with the launch of Foster’s, Jägermeister, Peroni and several other top alco-bev brands in India, will drive sales and distribution of CaSa. by Spirits.

The founders took on the Herculean task of creating a whole new category of product using indigenous ingredients, with modern flavors, to present a truly unique product positioned as a cool and fun party drink.

“Despite the lockdown, we noticed that the Alco-bev industry is growing steadily and continues to see people consuming more Indian brands of alcohol than ever before. We thought it was the right time to start our own company Alco-bev which aims to create a product line distinct and different from anything currently available. Our initial strategy will be to target local markets, after which we will expand our brand internationally, ”said Carl Sequeira, Director – CaSa of Spirits Pvt Ltd.

“While working on marketing campaigns for the alco-bev brands over the past two years, we realized that Indian consumers were experimenting with new alcoholic beverages and we saw this as the perfect opportunity to capitalize by developing a beverage of cool party to revitalize the party drink category. said Sajay Moolankodan, Director – CaSa of Spirits Pvt Ltd.

“We have recently seen the launch of many new Indian brands of Alco-bev which have been well received by consumers, who are now open to trying new products. With that in mind, we set out to create our first product, a cool party drink that appeals to the tastes and preferences of this new generation. Said, Shatbhi Basu, Director – CaSa of Spirits Pvt Ltd.

Spirits’ first line of CaSa products will launch in December 2021, just in time for the holiday season. The product will be made using the cashew apple as the base, along with other ingredients, coming together to create an exciting and unique offering.

Spirits’ CaSa also plans to launch a second line of alco-bev products in the second quarter of 2022.

Disclaimer: This is a company press release. No HT journalist is involved in the creation of this content.


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