Consumer behavior is undergoing a dynamic shift globally, with a growing emphasis on differentiated products and experiences. One emerging trend is the rapid expansion of the RTD (Ready-to-Drink) market in India, fueled by the increasing interest of millennials in pre-mixed cocktails and mocktails. This trend has gained momentum, especially during the pandemic, as individuals explore at-home cocktail experiences. The rise of the RTD cocktail trend in India aligns with similar growth observed in other regions, positioning it as a significant market for this beverage category.