Bangalore, February 24: “Dash of RCB” comes from the house of Royal Challengers Bangalore and as an extension to the already successful RCB Bar & Cafe venture. RCB is a leading cricket franchise and is a wholly owned subsidiary of the alco-bev giant, Diageo India.
The T20 cricket franchise has been expanding into a global lifestyle brand, since 2019, and the launch of cocktail mixer line is another venture in that stride. The four cocktail mixers, in classic flavours, Whiskey Sour, Pink Paloma, Cosmopolitian and Green Apple Sour and zero calorie, zero sugar tonic water, is available to order PAN-INDIA on Swiggy Instamart. It will soon be available on RCB Website and other e-commerce & retail platforms.
In tune with its “Perfectly Uncomplicated” positioning, Dash of RCB is a premium, non-alcoholic beverage option, ready to be consumed for any occasion. The mixers are a DIY’s best friend – a quick and mess-free way to make bar-quality beverages at convenience, at home or elsewhere. With simple and impactful packaging, the design philosophy extends from the legacy of RCB franchise brand, the bottle is available in 250 ml and vibrant colors to match each flavor profile. Priced at INR 99, Dash of RCB’s inaugural line celebrates classic cocktails.
Speaking on the occasion, Rajesh Menon, VP and Head of Royal Challengers Bangalore, said,
“The lines between sport and the wider worlds of entertainment, lifestyle and popular culture are continuing to blur. And there is a change that is observed in the behaviours, attitudes and habits of people which is creating overlaps between spaces that were previously seen as much more distinct in these areas of play. But these overlaps, or collisions, are also creating new opportunities for sports organisations. Dash of RCB is an attempt to explore business growth that can be found in these intersectional spaces.”
The starting line-up of Dash’s ‘perfectly uncomplicated’ cocktail mixers, include –
Whiskey Sour – a delicious blend of lemon and orange, with notes of cinnamon
Pink Paloma – a classic combination of pink grapefruit and lemon
Green Apple Sour – sweet and tart apple in every sip
Cranberry Cosmopolitan – a fun mix of ripe cranberries, orange, and lemon
Tonic water – with zero calories and zero sugar.
With the growing trend of cocktail culture, consumers are more aware of the choices they have in the market, as well as what they want in a product. Our first line of sales saw maximum spike for two Dash of RCB flavours, Cosmopolitian and Whiskey Sour on Swiggy Instamart as soon as it went live in the last days of December 2022. Bangalore, Mumbai, and NCR contribute to 60 % of Sales on Instamart out of 29 listed cities for Dash.
Dash of RCB is the first of other Fast-Moving Consumer Goods options that the cricket brand has launched. The next in line in Dash of RCB – Bar Snacks, Uncut by RCB – a plant-based meat product, soon to be launched.