Among teenagers in the United States, a new alcoholic beverage trend known as hard drink has taken hold. Canned, with a low alcohol percentage, low in calories, and without gluten or added sugars. Barcelona entrepreneurs Xavier Llauradó and Ivo Gasulla learned about this new trend and a little over two years ago brought it here through Benditas Drinks.
Based in Barcelona, the Benditas Drinks startup is the merger of two companies dedicated to the soft drink sector: Aigua Benditas, with Gasulla at the helm; and Teapical, led by Llauradó. Established in 2021 as a single company, the new brand targets young people between 20 and 25 years old who opt for alcoholic beverages free of fats and carbohydrates, and with half the calories of a beer.
The product sold by the Catalan startup is designed for having a drink with friends or going out to party. Hence, its distribution focuses on neighborhood stores, as well as large supermarket chains such as Carrefour and Hipercor. Benditas Drinks' line of alcoholic beverages includes Bendita, carbonated water available in four different flavors; Ateapical, iced tea with lemon and black tea; and ¡Lo-ca!, an energy drink.
At a time when hard drinks are growing worldwide, Benditas Drinks wants to strategically position itself so that its brand is recognized as "the most Latin in the market," say its managers, who are fighting against competition with a marked Anglo-Saxon vision. "We understand it as a lifestyle, an artistic movement, and not as a place of origin or a language. If you go anywhere in the world, you will see that Latin is in fashion," says Xavier Llauradó.
In its first year of life, Benditas Drinks invoiced more than 700,000 euros. For this year, its managers expect to reach 2.1 million euros. They also contemplate sustained revenue growth in the coming years, with the forecast of tripling 2022 figures and establishing themselves in fifteen new markets.
Among the company's private investors are companies from the beverage sector such as Sant Aniol, Licores Jané, and Chef SamThe production of Benditas Drinks is divided between Austria and Llinars del Vallès, and the brand is available in more than 2,000 points of sale in Spain. The company has a strong international presence and is distributed in six countries, including Mexico, the United States, and Australia, andits exports account for 30% of its commercialization
Its expansion has been possible thanks to an initial investment round worth half a million euros ---plus another round that will arrive in September---, in addition to having loans and receiving support from investors in the food sector, such as the Catalan companies Sant Aniol, Licors Jané and Chef Sam. Sant Aniol is a family group from La Garrotxa, a manufacturer of natural mineral water of volcanic origin since 1993. Licors Jané is also a family business founded in 1944 in El Vendrell, which produces liqueurs such as the Fresh fruit range, with and without alcohol, and the Petonet rice cream liqueur. Finally, Chef Sam is a Barcelona-based distributor of organic food, founded in 2016.