India’s drinking culture is evolving, and Twisted Tails is stepping squarely into that transformation with a fresh point of view. Born under RAD Beverages, Twisted Tails positions itself as India’s first concept-driven, flavour-forward mixer and RTD brand, one that blends authenticity with imagination in every bottle. It emerged from a simple yet powerful insight: consumers were no longer satisfied with overly sweet, artificial-tasting mixers that failed to match their changing palates.

The founders: Radhika, Raghav, and Atin, recognised this gap and set out to create something that felt expressive, contemporary, and story-led. Twisted Tails became their answer: a brand built on real ingredients, layered flavour pairings, and a bold, creative identity where every variant has its own personality. With its “One for Every Tale” philosophy, the brand goes beyond mixing and drinking. It turns flavours into moods, bottles into characters, and every sip into a small moment of discovery.

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1. What experience(s) led each of you, Radhika, Raghav, Atin, toward launching RAD Beverages and specifically Twisted Tails? Were there gaps or frustrations in existing mixer/RTD offerings that inspired this?

Twisted Tails is the flagship brand of RAD Beverages, a concept-led company shaping India’s next wave of drinking culture. As India’s first concept-driven, versatile curated mixer and ready-to-drink (RTD) brand, Twisted Tails brings a bold new dimension to the country’s evolving beverage scene.

The idea was born from a shared observation that India’s mixer and RTD category had become largely one-dimensional — defined by overly sweet, artificial-tasting products that didn’t keep pace with how consumers actually want to drink today. We saw a clear shift in preferences toward beverages that feel more authentic, expressive, and experiential — not just another flavoured mixer or sugary beverage.

Twisted Tails was created as the answer — a homegrown, concept-driven, flavour-first brand built on craft, creativity, and storytelling. Every flavour is a character, every bottle a twist in the tale — celebrating all stories and moments with a bold twist, captured in our tagline, “One for Every Tale.”

Each variant is made with real fruit juices and spices, low sugar, and no artificial flavouring, delivering a bar-quality experience that’s both convenient and versatile. Our confident, imaginative approach comes alive through bold flavour pairings and distinctive, personality-led packaging — each design carrying a mood, a feeling, and a story of its own.

That’s what positions Twisted Tails as a catalyst brand — keeping India’s mixer and RTD space fresh, multi-layered, and full of stories waiting to be told.

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2. You describe Twisted Tails as “concept-driven” and built around “One for Every Tale.” How do you translate a mood, memory or story into flavour design? What is the creative process behind conceiving a new variant?

At Twisted Tails, everything begins with flavour. Our process starts with a deep dive into emerging global and local trends, consumer preferences, and bartender insights — identifying flavours that excite palates and emotions alike. From floral teas and spice-forward blends to citrus-coffee pairings and nostalgic fruit notes, every idea is rooted in insight and curiosity.

We call this approach the TWIST Method — a flavour-first, imagination-led framework that ensures each variant is distinctive, versatile, and emotionally resonant.

The ‘TWIST’ Method

• Taste →Grounded in flavour-first development, using real fruit juices and spices to create balanced, multi-layered profiles.
• What’s Trending →Guided by global flavour movements and evolving consumer preferences that shape the direction of each variant.
• Ingenuity →Driven by creative experimentation to achieve versatility — every blend performs beautifully as a ready-to-drink beverage or a mixer with the spirit of your choice.
• Sensory →Focused on texture, mouthfeel, aroma, and overall balance to deliver a refined, bar-quality sensory experience.
• Tale →Finally, every flavour is given a distinct mood and personality that shapes its name, design, and story — transforming taste into a complete experience.

The result is a flavour-first, sensory-driven portfolio that’s as imaginative as it is adaptable — crafted to twist with any spirit or stand tall on its own, making every sip a new story to tell.

3. You emphasize real fruit juices, real spices, less sugar, and no artificial flavouring. What sourcing and production challenges have you faced with these constraints?

At Twisted Tails, quality isn’t a choice — it’s the starting point. From the outset, our focus has been on creating a product that feels authentic, tastes elevated, and meets the expectations of today’s evolved, discerning consumer. That begins with sourcing the finest ingredients and partners — from India and beyond — who share our commitment to craft, consistency, and ingenuity.

We approach every flavour like a story in itself — built layer by layer to balance taste, aroma, and experience. It’s this attention to detail that ensures each bottle of Twisted Tails feels bar-quality, versatile, and true to its character, whether mixed or enjoyed straight. The result is a clean, vibrant drink that reflects our belief that authenticity and imagination can — and should — coexist in every sip.

4. How did you test the demand among Gen Z and millennials? What market research or consumer feedback shaped the final product, flavours, packaging, price, and format?

Right from the conceptualization stage, our focus was on understanding what India’s new-age drinkers truly want — how they socialise, what flavours excite them, and what experiences they value. We studied consumer trends, category gaps, and flavour preferences across metros, speaking with bartenders, industry experts, and everyday drinkers to decode both global influences and local instincts.

The insight was clear — consumers were drawn to bold, natural, and expressive flavours that feel real and contemporary, not syrupy or artificial. They wanted a brand that matched their moods, personalities, and occasions — one that could adapt effortlessly whether mixed, poured, or sipped straight.

These insights were integral to creating our unique flavour pairings, versatile 250ml single-serve format, and ₹200 price point, as well as our distinctive, personality-led packaging. Each variant is designed to evoke a specific mood and story, ensuring it stands out visually while connecting emotionally.

At its core, Twisted Tails was shaped around consumer curiosity, creativity, and versatility — capturing what this evolved audience values most: authenticity, imagination, and a sense of discovery in every sip.

5. The four initial flavours are unconventional (e.g. Orange & Coffee, Cinnamon Clove Apricot & Peach, Tea & Jasmine). How did you arrive at these particular combinations?

Every Twisted Tails flavour is curated from the ground up — built through deep research, experimentation, and imagination to create profiles that are bold, layered, and unexpected. Our approach was never about tweaking what’s familiar, but about transforming familiar ingredients into entirely new flavour experiences.

Each blend was developed through a mix of insight, intuition, and ingenuity — inspired by global cocktail culture yet rooted in Indian sensibilities. We explored how ingredients people already love could take on a new dimension when paired differently: Bizarre (Orange & Coffee) channels bold rebellion through the contrast of citrus and coffee; Uncanny (Cinnamon, Clove, Apricot & Peach) evokes warmth and intrigue through layered spice and fruit; Enigmatic (Tea & Jasmine) captures calm curiosity by reinterpreting India’s comfort ritual into something refined; and Mystical (Vanilla & Caramel) celebrates indulgence with a nostalgic yet modern sweetness.

Together, they embody the essence of Twisted Tails — crafted, expressive, and imaginative, designed to turn the familiar into the extraordinary and make every sip a story worth sharing.

6. With a ₹200 bottle price, how do you position Twisted Tails in terms of premium vs. mass-market?

Twisted Tails sits in the affordable premium space — premium in quality, accessible in experience. The idea was to bring curated, concept-led flavours and unconventional pairings to consumers who appreciate craft and creativity but still want an approachable price point.

Each variant is thoughtfully created using real ingredients and layered flavour profiles that deliver versatility — whether enjoyed straight from the bottle or mixed with the spirit of choice. The ₹200 price reflects our belief that great taste and imagination shouldn’t be exclusive — it should be within reach of anyone who loves to explore flavour.

Our multi-channel presence reinforces this balance: available online via our website, Amazon and offline at premium Nature’s Basket stores across Gurgaon, Mumbai, Bangalore, Pune, and Kolkata. Twisted Tails is crafted for quality and designed for accessibility — an invitation to experience premium, versatile mixers that twist everyday moments into something memorable.

7. You are live on Nature’s Basket across major metros, Amazon and D2C. What is your go-to-market strategy for other regions (Delhi NCR etc.) and in offline retail beyond premium stores?

Our go-to-market strategy is focused on phased, purposeful expansion that balances reach with relevance. Accessibility is key, especially in our first festive season, which is why we’ve built a multi-channel distribution network that allows consumers to discover Twisted Tails wherever they are.

We’re currently available D2C through our website, on Amazon, and via Blinkit in key cities across Punjab, with Delhi NCR set to launch soon. Offline, Twisted Tails is in Nature’s Basket stores in Mumbai, and Gurgaon, Bangalore, Pune, and Kolkata.

As next steps, we’re planning to scale presence across modern retail formats and premium grocery stores, with a focus on mini metros where consumers are seeking fresh, craft-driven beverage experiences. This approach ensures that while the brand remains curated and crafted in its offering, it’s also easy to experience across both digital and physical touchpoints.

But more than being available, we want to connect. Storytelling remains central to Twisted Tails — each flavour is a character, every bottle a tale waiting to be told. Our social media reflects this, introducing each variant not just by its taste but by its mood, personality, and the moments it amplifies. Moving forward, we’ll deepen this through interactive campaigns, creative collaborations, and community-led storytelling — building a space that celebrates not just beverages, but the stories and connections they inspire.

In the end, Twisted Tails is more than what’s in the glass — it’s a catalyst for tales worth telling.

8. Given that mixers/RTDs often interact with alcoholic beverages/spirits, what regulatory or licensing challenges do you face?

Being a non-alcoholic brand gives us agility, but it also means adhering to strict FSSAI norms around labelling, shelf life, and nutrition transparency. We treat this as a strength – our clean, transparent ingredient lists helps us stand out.
For RTDs, the standards around sugar and preservatives are more stringent, but that aligns perfectly with our commitment to real ingredients, less sugar, and no artificial flavouring.

9. In a growing mixers and RTD space, both from domestic and imported brands — how do you think Twisted Tails differentiates itself?

Twisted Tails was created to redefine what a mixer or ready-to-drink beverage can be. While functionality is important, we believe a great drink should also evoke emotion, imagination, and experience. Each flavour is crafted to do just that — blending versatility with storytelling, so it can adapt to the drinker’s moment, whether that’s celebration, reflection, or discovery.

Our edge lies in being concept-driven and storytelling-led, with each variant built from real ingredients, layered flavour pairings, and personality-led packaging that reflects its unique mood and character. We combine function with feeling — creating a bar-quality experience at home that’s both practical and emotionally resonant.

That’s what makes Twisted Tails a catalyst brand — one that keeps India’s mixer and RTD category fresh, inventive, and expressive, turning every bottle into a story worth sharing.

10. Many consumers value sustainability and cleaner labels. What steps is Twisted Tails taking in that direction?

At Twisted Tails, we see sustainability as part of creating responsibly — making choices that are as thoughtful as the flavours themselves. All our bottles are made of recyclable glass, and our formulations are clean-label compliant, with no artificial flavours.

Each variant is crafted using real fruit juices and real spices, with less sugar, keeping in mind today’s consumer preference for authenticity and mindful consumption. For us, it’s about evolving thoughtfully — creating products that not only taste good, but are made with integrity and intention at every step.

11. How are you building Twisted Tails as more than just a beverage?

Twisted Tails was envisioned as more than a beverage — it’s a universe of stories, moods, and moments. Storytelling is at the heart of Twisted Tails, with each flavour designed as a character and every bottle carrying its own narrative. As a concept-driven brand, we aim to create a sensorial experience where every flavour evokes a mood, every sip tells a story, and every bottle sparks connection. Twisted Tails is more than something you drink — it’s something you feel, share, and remember.

We bring this world to life through flavour-led campaigns & collaborations that reflect each character’s essence. Our social media presence already leans into this — each flavour is introduced not just by its taste, but by its mood, personality, and the moments it can amplify.

We’re deepening this further through interactive campaigns, creative collaborations, and user-generated storytelling, building a community that celebrates not just beverages, but the stories and connections that come alive with them.

In the end, Twisted Tails is more than what’s in the glass — it’s a catalyst for tales worth telling, and a brand that truly lives its philosophy: One for Every Tale.

12. Over the next 2–5 years, where do you see Twisted Tails?

The next few years are about pushing boundaries within the mixer and ready-to-drink (RTD) space — in flavour, format, and experience. We see Twisted Tails evolving into a creative Mixer & RTD brand that continues to surprise and connect through storytelling and sensorial craft.

Our focus is on deepening our presence across India’s metros and mini metros, while also exploring select international markets that appreciate bold flavour innovation and authentic storytelling. As we grow, we’ll keep experimenting with new flavour expressions and collaborations designed to make the Mixer & RTD experience more versatile, imaginative, and culturally relevant.

Our long-term vision is for Twisted Tails to become a cultural catalyst in how people drink, celebrate, and share stories — a brand that redefines the ready-to-drink experience, turning every bottle into a moment of connection and a tale worth telling.

Twisted Tails stands at the intersection of craft, creativity, and culture, shaping how a new generation drinks, connects, and expresses itself. By combining real ingredients with inventive flavour design, the brand offers a refreshing alternative in a cluttered mixer and RTD space. Its storytelling-led approach, versatile 250ml format, and accessible premium positioning make it a compelling entry for both casual drinkers and curious explorers.

Over the next few years, Twisted Tails aims to deepen its presence across India and selectively expand into global markets, while continuing to experiment with new moods, flavours, and formats. What remains constant is its core belief: beverages can be more than functional. They can inspire, surprise, and spark conversations. In that sense, Twisted Tails isn’t just a drink; it’s a catalyst for tales worth sharing.