Mumbai: 

NEW IDEA: Avinash Karnik, the man behind a concept of ready-to-drink beverages.  PICS/URVASHI SETH

For those who have lived with the experience of spending most of their Saturday nights waiting at the bar for a drink, a Goregaon-based company has come up with a great solution. Blue Waters Alcobev Pvt Ltd will launch a
pre-mixed alcoholic beverage in Mumbai's nightclubs and pubs next month.

What's on offer?

The company is offering Toss - vodka blended with tonic water, and Czzle - whisky and sparkling soda. The 250 ml cans will hold 46ml of alcohol. They will also introduce a Toss mild, which will have lesser alcohol content as compared to others.

Patrons like Vitesh Shah, a bank employee, feels the availability of such drinks will help him trim down the time he has to spend at the bar. "Everyone will try this drink once, after that it will depend on the quality and taste," he said.

But the idea hasn't garnered much support among vendors yet. Mitin Sariyya, public relations officer of Ontoes pub and restaurant, Juhu, said, "I don't think the product will do well. Why would people go for a can drink when they can have a peg made in front of their eyes?" he pointed out.

The brand will be available in Mumbai and Goa where, the company says, the consumption is highest. According to Avinash Karnik, president, Blue Waters, "We have received a positive response to the preliminary samples. Lots of people complain that they have to wait for their drinks at the counter. We are also targeting travellers."

It will cost

Rs 62.50 (exclusive of taxes) for Toss and Czzle
Rs 54 (exclusive of taxes) for Toss Mild