How Topcan Beverages is simplifying the way we make cocktails

Ronak Jaiswal and Nishchay Kaura knew firsthand the frustrations that came with trying to enjoy a good cocktail without the hassle. As college students, they often find that creating a great drink requires too many steps, tools, and time. 

This got them thinking: why wasn’t there an easy, convenient way to make personalized cocktails on the go? 

The beverage industry, despite its range of products, lacked an option that made cocktail mixing both simple and customizable. It was this gap that sparked the idea for Topcan Beverages.

The inspiration came during those college days when mixing drinks was more of a side hobby for fun rather than a planned venture. 

“We felt that there needed to be more conventional and convenient ways to enjoy your average beverage,” Ronak explained. 

The duo realized that if they could package their cocktail ideas into cans, making them both accessible and customizable, they could change the game. This thought turned into an obsession and, soon, into action.

What made Topcan stand out wasn’t just the concept but the way they executed it. The startup developed a can that held 250ML of pre-mixed cocktails but left 80ML of space for consumers to add their own choice of spirit. 

This design, paired with a fully removable lid, allowed people to pour in their alcohol, shake the drink, and enjoy it without any fuss. 

“We wanted to create something where you could just pull off the lid, add what you like, shake it up, and there you have it—a perfect, personalized drink,” said Nishchay.

To prevent spills and make the product even more user-friendly, they added a soft black plastic lid. This simple addition turned the can into a makeshift cocktail shaker and allowed customers to seal the can and carry it with them. 

“The re-sealable lid was a game-changer,” said Ronak. “It meant people could take their drink anywhere, and it stayed safe.”

A lineup of flavours

Understanding their market was crucial. The founders knew that offering the right flavours would make or break their brand. So, they opted for a balanced lineup of three classic cocktails—Sex on the Beach, Cosmopolitan, and Goldrush—and two uniquely Indian flavours, Green Mango Litchi and Kalakhatta.

Ronak explained, “We wanted to have something that felt familiar to people but also surprise them with options they hadn’t tried before.”

The response was enthusiastic, especially for the Indian flavours like Kalakhatta, which reminded many customers of their childhood. “People have loved experimenting with our flavours, creating their own versions with different spirits,” Nishchay added.

The challenges of building something new

Creating a new product is never without its struggles, and Topcan was no exception. The founders faced hurdles in perfecting their can design, sourcing the right materials, and figuring out production logistics.

“Finding the correct size for our lids took almost two months,” Nishchay recalled. But these challenges didn’t deter them; instead, they pushed through, learning as they went.

Another significant challenge was positioning themselves in an already saturated beverage market. But Topcan’s unique concept of a customizable, portable cocktail mixer gave them an edge.

“We knew the market was competitive, but we also knew that if we could make something relatable, sustainable, and easy to use, people would come around,” said Ronak.

Educating the consumer

A unique product requires consumer education, and Topcan faced its fair share of questions. How do you use it? Why is there space in the can? 

The startup addressed these challenges head-on by rolling out simple, engaging marketing initiatives that demonstrated how to use their product. 

“It’s always a learning curve when you’re introducing something new,” Ronak explained. “But once people tried it, they got hooked on how easy and fun it was.”

Being bootstrapped, Ronak and Nishchay funded the business themselves, investing both money and time. “We’ve put everything we have into this,” Ronak said.

While the founders didn't reveal the plans for external funding, for now, the startup is focused on refining its product and expanding its reach.