Founders & their story

• Jovita Mascarenhas
• Jordan Mascarenhas

Introducing ready-to-pour cocktail mixers from Bartisans, a venture ignited during the pandemic by a dynamic mother-son duo with a rich history of serial entrepreneurship. Crafted by Jordan, a seasoned mixologist with a background in hospitality, these mixers are designed to elevate your cocktail experience effortlessly.

Bartisans takes pride in offering 100% natural mixers suitable for every occasion. With a simple preparation method—just add 4 cubes of ice, 3 caps of Bartisans, a bit of soda, and stir—you can enjoy a premium cocktail at home. The mixers range from 39 kcal to 65 kcal calories, striking the perfect balance between indulgence and mindful consumption. Additionally, each product boasts an impressive one-year shelf life. Catering to various price segments, Bartisans’ offerings come at 450, 495, and 595 rupees. Despite being positioned as middle-class products, the brand aspires to be seen as aspirational. Their direct-to-consumer (D2C) approach is reflected in the majority ownership of their website, constituting 88% of their sales channels.

While currently focused on the online market, Bartisans has ambitious plans to venture into retail. With the Indian cocktail market estimated at a staggering 7500 crores, Bartisans aims to capture a significant share by offering accessible yet aspirational products that cater to the evolving preferences of consumers. Embrace the art of mixology with Bartisans and experience the perfect blend of convenience, flavor, and sophistication.

About the company:

Bartisans, a venture sparked by a family’s shared passion for cocktails during lockdown, is the brainchild of Jordan, a skilled mixologist. Their journey began with informal mixology sessions in the family kitchen, using duty-free booze to lift spirits during challenging times. The positive response from family and friends led to the inception of a unique idea: delivering do-it-yourself cocktail kits to fellow enthusiasts enjoying libations at home.

From humble beginnings in a home kitchen, Bartisans transitioned to a small commercial kitchen. Through meticulous experimentation, they perfected eight distinctive recipes for bottled cocktail mixers, emphasizing the use of all-natural ingredients. These efforts gave birth to the iconic black bottles that house their creations. Over the course of a year, the flavor offerings expanded to an impressive 13.

Participation in food festivals and events provided invaluable insights into customer preferences, enabling Bartisans to refine their offerings based on real feedback. In November 2022, the brand underwent a transformation. Jordan’s innovative cocktail shaker-shaped bottles, improved packaging, reduced sugar content, and the introduction of ready-to-pour mixers marked a new chapter in Bartisans’ journey. The flavor lineup expanded to a remarkable 18, catering to a diverse range of tastes. At the heart of Bartisans’ philosophy is the belief that cocktails go beyond being mere drinks; they are an integral part of a larger experience and narrative.

Revenue: 

Bartisans boasts a robust financial profile, with a commendable 70% gross margin. Despite this success, the company is actively working to optimize its operational efficiency by addressing the 20% processing and operating expenses, demonstrating a commitment to enhancing overall profitability.

To streamline distribution and cater to growing demand, Bartisans plans to establish warehouses in strategic locations such as Pune and Kolkata. This strategic expansion aims to enhance logistical efficiency and better serve a broader customer base.

The company witnessed a significant uptick in sales, with a notable increase from 35 lakhs last month to 45 lakhs this month, indicating a positive growth trajectory. With a projected net revenue of 4 crores for the fiscal year, Bartisans continues to capitalize on its market presence and consumer demand.

While the company has achieved considerable success, there is a pragmatic outlook regarding the projected FY 23-24 financials, indicating an anticipated loss of 80 lakhs. This foresight allows for proactive measures to address potential challenges and underscores Bartisans’ commitment to long-term sustainability and growth.

Founders’ Ask 

1 crore for 2.5% equity at the valuation of Rs. 40 crores.

Offers:

Vineeta: 48 lakhs for 3% equity at the valuation of Rs. 16 crores and 52 lakhs debt at 8% interest for 3 years.

No Deal

Reasons for no deal:

Aman: The market size for the product is relatively compact, with a small Total Addressable Market (TAM).

Piyush: It would be beneficial for Bartisans to include a team member with expertise in the retail market.

Radhika: The premium segment being health-conscious inherently narrows our market focus. Instead of targeting larger enterprises, the strategy should be to position Bartisans as a boutique brand catering to discerning consumers within this refined market segment.

Ritesh: Bartisans requires clarity in its business model, specifically whether it is focused on B2B or B2C operations.