Bartisans Marketing Strategy 2025 - How This Premium Cocktail Brand Grew in India

Before diving into the marketing strategy of Bartisan, I’d like to inform you that the research and initial analysis for this piece were conducted by Jigisha Gangan. He is a current student in IIDE’s PG program in Digital Marketing.

If you found this case study on Bartisan's marketing strategy, feel free to reach out to Jigisha to send a quick note of appreciation for her fantastic research - she’ll appreciate the kudos!

About Bartisan

Founded in 2021 by the mother-son duo Jovita and Jordan Mascarenhas, Bartisans emerged during the pandemic when home cocktail culture was gaining momentum in India.

What started as kitchen experiments by Jordan, a mixologist who returned from Dubai during lockdown, has evolved into one of India's most promising premium mixer brands.

Bartisans operates in the artisanal beverage category, specifically cocktail and mocktail mixers. The brand offers 17 unique flavour variants, ranging from Hibiscus Lavender to Smoked Pineapple Basil Margarita, available in 2-serve and 4-serve bottles.

With same-day delivery across six major metros and presence on quick commerce platforms like Blinkit and Instamart, Bartisans has successfully penetrated the premium beverage segment.

The brand's market presence spans over 70 cities across India, targeting urban millennials and Gen Z consumers who value natural ingredients, convenience, and premium experiences.

Their overall marketing goal centres on educating consumers about quality mixers while building a community around conscious home entertaining.

Marketing Objective

Bartisans faced the fundamental challenge of creating awareness for a product category that barely existed in the Indian market. The primary objectives included:

• Category Creation: Educating consumers about premium cocktail mixers beyond traditional sugar syrups
• Premium Positioning: Justifying higher price points through ingredient transparency and quality
• Consumer Education: Teaching customers how to use mixers for both cocktails and mocktails

Brand Differentiation: Standing out in a saturated D2C beverage market.

Marketing Channels Used by Bartisans

Digital Marketing

• Social Media Marketing: Instagram-first strategy with aesthetic content
• Content Marketing: Educational recipe content and ingredient storytelling
• E-commerce: Direct-to-consumer website with same-day delivery
• Quick Commerce: Strategic partnerships with Blinkit and Instamart

Traditional Marketing

• Event Marketing: Premium food festivals and pop-up tastings
• Retail Partnerships: Presence in select premium stores

Bartisans Marketing Strategy Breakdown

Instagram-First Social Media Strategy

Bartisans built their brand primarily through Instagram, focusing on visual storytelling that showcases both the product and the lifestyle it represents.

Their content strategy revolves around mood-based marketing using carefully curated colour palettes, textures, and lighting that evoke luxury and comfort.

Content Pillars:

• Product education through recipe tutorials
• Behind-the-scenes founder stories
• Ingredient transparency and sourcing
• Customer testimonials and seasonal campaigns

Educational Content Marketing

Rather than simply selling mixers, Bartisans positioned themselves as educators in the home mixology space.

Their website and social media feature detailed ingredient breakdowns, step-by-step recipes, pairing suggestions, and nutritional information (39-70 calories per drink).

This educational approach removes purchase hesitation and increases customer confidence.

Founder-Led Storytelling

The brand leverages the authentic story of Jordan and Jovita Mascarenhas, showcasing the real faces behind the brand.

This personal narrative includes their origin story during the pandemic lockdown, family business dynamics, and hands-on product development process.

Strategic Partnerships

Tilaknagar Industries Investment: The ₹8 crore strategic investment provided industry credibility, distribution networks, and potential co-branding opportunities.

Quick Commerce Integration: Partnerships with Blinkit and Instamart addressed the convenience factor, making premium mixers accessible within hours.

Customer Experience Excellence: Bartisans differentiated itself through exceptional customer service including same-day delivery in six metro cities, 24-hour issue resolution, and personal customer service via WhatsApp.

Results & Impact

Business Metrics:

• Achieved ₹3.5 crore in revenue (FY24)
• Distributed across 70+ cities in India
• Secured ₹8 crore strategic investment from Tilaknagar Industries

Customer Response: Testimonials highlight "Not just sugar syrup, real flavours" and "Big on flavour, easy to make, fundamentally fun", showcasing the brand's success in quality and convenience.

What Worked & Why

Authenticity Over Polish: The founder-led narrative felt genuine, creating emotional connection with customers who could relate to the pandemic entrepreneurship story.

Ingredient Transparency: Using real lime juice instead of citric acid powder and clearly listing all ingredients justified premium pricing and built trust.

Education-First Approach: Teaching customers how to use mixers effectively removed barriers to adoption and increased satisfaction.

Strategic Timing: Launching during the pandemic when home cocktail culture was emerging gave Bartisans a first-mover advantage.

Enjoyed the marketing strategy of the Bartisans? Check out Extensive Marketing Strategy of Coolberg to see how the brand uses digital innovation while staying true to tradition.

What Did Not Work & Why

Limited Platform Diversification: Heavy reliance on Instagram limited reach to users outside the platform's demographic.

Price Point Accessibility: Premium pricing may have limited trial among price-sensitive consumers.

SEO Limitations: Limited investment in search engine optimisation meant missing consumers actively searching for cocktail information.

Regional Expansion Pace Despite pan-India shipping capabilities, the focus on metro cities limited awareness in tier-2 and tier-3 markets, where premiumization trends are emerging.

IIDE Student Recommendations: Key Areas for Brand Improvement

1. Multi-Platform Content Strategy Expansion

Bartisans should establish a comprehensive YouTube presence to capture search traffic and provide long-form educational content.

Recommended content includes weekly mixology masterclasses, seasonal cocktail guides, and stories about ingredient sourcing.

This approach would improve SEO rankings for cocktail-related searches while establishing thought leadership in the mixology space.

Develop a robust content marketing strategy targeting high-volume keywords:

• "Best cocktail mixers in India" (Commercial intent)
• "How to make cocktails at home" (Informational intent)
• "Natural cocktail ingredients" (Product-focused)
• "Home bar setup guide" (Lifestyle content)
• Seasonal content around festivals and celebrations

2. Advanced Customer Retention Programs

Launch "Bartisans Monthly" subscription featuring 2-3 mixer variants, exclusive recipes, limited edition flavours, and early product access.

This would increase customer lifetime value and provide predictable revenue streams.

Implement a points-based loyalty program rewarding purchase frequency, social sharing, referrals, and content engagement.

3. Strategic Partnership Expansion

Leverage the Tilaknagar partnership to enter premium hotel mini-bars, high-end restaurants, corporate gifting programs, and airline partnerships.

Partner with complementary lifestyle brands like premium glassware manufacturers and gourmet food brands for co-branded entertaining sets.

 4. Technology and Personalisation

Implement AI-powered recommendation engines based on purchase history, seasonal patterns, and occasion-based suggestions.

Create a comprehensive mobile app featuring personalised recipes, virtual bartending tutorials with AR features, and social sharing capabilities.

5. Geographic Expansion Strategy

Develop targeted campaigns for Tier-2 City:

• Regional language content and packaging
• Local festival and celebration integration
• Partnership with regional retailers and distributors
• Price-point optimisation for different markets
• Cultural customisation of flavours and marketing messages.

Explore international expansion opportunities:

• NRI community targeting key markets (UAE, USA, UK)
• Premium import store partnerships
• Indian restaurant chain collaborations globally
• Cultural event sponsorships in international markets

These recommendations focus on building sustainable competitive advantages while maintaining the authentic brand positioning that has driven Bartisans' initial success.

The brand should implement these strategies in phases to ensure quality execution while effectively managing resources.