The goal of Bartisans, a high-end beverage company that specializes in ready-to-use cocktail premixes, was to redefine the cocktail experience both in the hospitality sector and at home. The founders demonstrated their range of naturally sourced premixes, which they handmade with the goal of providing convenience without sacrificing flavor or quality. The brand made a point of focusing on urban, aspirational customers who like high-end drinks but don’t have the time or skills to make their own. They marketed their goods as being perfect for restaurants, bars, and get-togethers at home.

Company Name: Bartisans

Founder: Jordan Mascarenhas, Jovita Mascarenhas

Product: 100% Natural ready to pour cocktail mixer brand

Highlights

• According to the founder, Bartisans provides a variety of premixes, such as the cosmopolitan, margarita, and mojito, among other well-known cocktails. With claims of premium ingredients that elevate the cocktail experience, the company places itself in the premium market.
• In addition to upscale bars and restaurants, its target market consists of Gen Z, millennials, and urban customers seeking a simple and convenient method to enjoy fine cocktails at home.
• The founders stressed that Bartisans’ primary selling point was its ease of use—customers could easily mix their premix with alcohol, stir, and savor a cocktail.
• Many of the sharks thought the company’s valuation was too high for a startup with no traction, so they started questioning it right away. The investors found the valuation implausible given the brand’s modest income at the time of pitching and its niche focus.
• The sharks noted that there was already fierce rivalry in the premixed cocktail business, with other companies selling comparable goods. They inquired as to how Bartisans intended to stand out in such a crowded market. The sharks didn’t seem to find the founders’ explanations of the brand’s USPs—such as its high-quality ingredients and superior quality—to be particularly noteworthy.
• Sharks were worried about the company’s potential to grow. Given the competitive environment, the sharks were interested in the company’s plans for expanding its operations and growing its customer base. The founders failed to present a convincing proposal that would have persuaded the sharks of the company’s long-term prospects.
• The sharks were not persuaded by the company’s profitability, despite the owners’ claims of consistent growth. They believed that before pursuing such a high valuation, the company should concentrate on bolstering its operations, finances, and brand recognition.
• The sharks asked whether Bartisans could actually draw in its target market and how it intended to establish itself as a high-end brand. They had doubts about the brand’s ability to carve out a long-term place in the cutthroat beverage industry.

Pitch Details

Ask: ₹1 Crore for 2.5% equity

Deal: No Deal

Conclusion

The pitch concluded without a deal, despite the founders’ enthusiasm and a solid product. Before luring investment, the sharks believed the company needed to improve its overall strategy, market distinction, and scalability because it was still in its infancy. Additionally, they suggested that the founders reevaluate their valuation and concentrate on enhancing the visibility and profitability of their brand.
Although they ultimately failed to obtain the financing they were looking for, Bartisans gained insightful criticism on how to strengthen their business plan and hone their pitch for potential future chances.

Significant findings

• High Valuation Challenge
• Market Competition Concerns
• Scalability and Growth
• Need for Stronger Financials
• Importance of Clear Differentiation
• Advice on Brand Positioning

Key Takeaways from the Episode

1. Entrepreneurs need to make sure that the value of their company corresponds with the stage of growth they are now in. High valuations can be a major barrier to closing deals, particularly if there is little traction or profitability.
2. A distinct and appealing unique selling proposition (USP) is crucial in fiercely competitive marketplaces. Whether it’s through product differentiation, branding, or innovation, businesses must demonstrate how they differentiate themselves from the competition.
3. Investors seek companies with the capacity to grow quickly in addition to having excellent products. It’s challenging to persuade investors to make the move in the absence of a sound growth strategy and scaling plan.
4. A founding team that is capable, driven, and strong can have a big impact. The founders’ ability to adapt, their enthusiasm for the company, and their capacity to carry out the plan are all highly valued by sharks.