Vrinda Singhal on enhancing Swizzle’s brand visibility with influencer partnerships

Beverage brand Swizzle has been redefining the world of mocktails and cocktails by prioritizing real and natural ingredients. With a commitment to offering a premium beverage experience that celebrates nature’s purest flavours, Swizzle’s Co-Founder Vrinda Singhal has dedicated herself to crafting concoctions that appeal to the growing demand for health-conscious and authentic alternatives in the beverage industry.

Through Swizzle, Singhal’s mission is to create drinks that don’t just quench thirst but offer a celebration in every sip – whether enjoyed at home or in a social setting. Her passion for quality and innovation has positioned Swizzle as a brand that speaks to the needs of modern consumers, particularly those seeking healthier choices without sacrificing taste.

In conversation with Adgully, Vrinda Singhal, Co-Founder, Swizzle, shares her insights on market trends, Swizzle’s festive marketing strategy, and the brand’s vision for the future, and much more.

What are your observations on the overall consumer and market sentiment during the festive season this year?

The festive season has always been a period of heightened consumer activity, but this year, we are seeing a stronger emphasis on health and wellness, even in the indulgence category. Consumers are seeking products that allow them to celebrate without compromising their health goals. In the beverage segment, we've observed a marked shift toward low-sugar, natural ingredients, and real flavors—something that aligns well with Swizzle’s philosophy. The overall market sentiment is positive, driven by increased purchasing power, but with a more mindful and health-conscious consumer base.

What forms the core of your festive marketing strategy this year? Could you tell us about your campaign strategy for the festive season?

Our core strategy for the festive season revolves around tapping into moments of indulgence, where consumers look for celebratory yet healthier alternatives. We're positioning Swizzle as the premium drink of choice for festive gatherings and get-togethers. Our campaign focuses on “Celebration, but Guilt-Free,” highlighting Swizzle’s real fruit flavors and lower-calorie offerings. We are leveraging digital platforms to create immersive experiences and are collaborating with influencers who embody a balanced lifestyle. We've also partnered with select retail outlets to run promotions and in-store activations to boost visibility during the high-traffic festive shopping period.

What is your marketing/ advertising budget for the festive season in 2024? What percentage increase (or decrease) is it compared to the previous year?

This year, our marketing budget for the festive season has increased by about 25% compared to last year. This reflects our confidence in Swizzle’s expanding consumer base and the importance of capitalizing on the festive period to drive growth. With increased investments in digital campaigns, influencer partnerships, and targeted in-store activations, we aim to enhance brand visibility and consumer engagement significantly.

Given the increasing fragmentation of media consumption, how are you allocating festive ad budgets across different platforms?

We are adopting a multi-platform approach, focusing on where our target demographic spends most of their time. About 50% of our ad budget is allocated to digital platforms like Instagram ads, where we can engage with our younger, health-conscious audience. Another 30% is being funneled into influencer marketing and collaborations, while the remaining 20% is dedicated to in-store promotions and retail partnerships. We are also exploring newer channels such as podcasts and niche communities to reach consumers who prioritize wellness and clean eating.