A love of everything sporty and a passion for high-quality food and beverages, led Mohit Bhagchandani, Founder of 7InkBrews, to launch Copter7 beer and artisanal chocolates. The brand gets its name from cricketing legend M. S. Dhoni’s iconic ‘Helicopter Shot’. Dhoni is also a shareholder, brand ambassador and enthusiastic supporter of the brand and its vision. Mohit Bhagchandani, spoke about this exciting homegrown brand and everything it has to offer. Excerpts:
Q. What was the reason for choosing beer and chocolates?
A. Artisanal chocolates are a relatively new segment with immense potential for growth. We were keen to enter an uncluttered space and make a name for ourselves. As for beer, we felt the market is changing rapidly in India, which made it exciting for us. Internationally, numerous beer brands are synonymous with sporting platforms, with sport intrinsically linked with them. Inspired by that concept, we wanted to create something iconic from India, which would be appreciated around the world.
Q. Who is your target audience?
A. Our target audience is people who have a passion for beer and can drink responsibly. Copter7 beers are aimed particularly at people who appreciate unique taste profiles and a variety in commercial beers.
Q. What sets your beers apart from others made in India?
A. We focus on producing great quality within a strict price bracket. Our USP is our brand ideology and unique approach. Copter7 Beers come in two variants:
COPTER7 STRONG BEER
Brewed along the lines of Strong German Märzen lager with imported Munich, Vienna, and Pilsner malts, Copter7 Strong is a malty amber lager with a toasty aroma. Lighter on the palate due to its low bitterness levels, the drink has a caramel sweetness which makes it smooth and flavourful. The hop flavor is minimal, giving it a mildly spicy and herbal tinge. This one is sure to evoke a celebration of tastes in your mouth, leaving you with the feeling of having bit into a freshly baked loaf of bread.
COPTER7 PREMIUM LAGER
This light, crisp beer is meant to refresh and quench your thirst. Brewed majorly with 2 Row Pilsner malt for a smooth and clean malt flavor, this maize-based drink has a distinctly fruity flavor to entice your taste buds.
Q. What sets your chocolates apart from others made in India?
A. Indian artisanal chocolates are finally receiving their due recognition. We offer high-quality bean-to-bar products which are priced significantly lower than their competition, without compromising on quality. Except for our Mulberry variant, the process of making each of our chocolates, right from the bean, is carried out by us. We use strictly Indian origin cacao and our chocolates are made with natural products. They are also vegan and GMO free. Collaborating with famous chocolatier David Belo made the process of producing these artisanal chocolates, smooth and exciting. We offer bespoke flavours using local ingredients, such as: Mosambi Zest,
-Strawberry and Coffee (a dark chocolate variant), Mint, Mulberry (made with cocoa butter/non-vegan)
Q. What is the story behind the name? How did it come about?
A. Many sporting legends and celebrities have their own brands, but most are unable to make a connection with the audience. We like the word copter as it was inspired by M. S. Dhoni’s iconic helicopter shot and 7 is his Jersey number. Hence, we felt it was a beautiful fit and makes our brand story unique.
Q. What have been the biggest challenges you have faced and how have you overcome them?
A. Setting anything up from scratch is a difficult task, and a brand of this magnitude came with its own set of challenges. It has taken us many years to put this together. The segment of beer in the food and beverage industry, is extremely competitive and difficult to enter. On the other hand, artisanal chocolates are completely niche, so we had unique issues to tackle. COVID-19 also led to tremendous delays and further uncertainty cropped up during the new wave. I believe there will always be challenges to deal with, but we should instead focus on the opportunities at hand.
Q. How did the collaboration with M. S. Dhoni come about?
A. The planning of this brand has taken over three years. The idea was to create something big in India and present it to the international space. Dhoni has been involved since its inception and it was the synergy between the vision and the thought process that made him believe in what we stand for.
Q. How can one access Copter7 products and what other products do you offer?
A. Copter7 products are currently only available in Mumbai, Pune and Goa in wine shops. They will be available in Bengaluru soon. Once lockdowns cease, they will be available across other cities of India in pubs, restaurants and other places.
The interviewer pens lifestyle articles for various publications and her blog www.nooranandchawla.com. She can be reached on nooranand@gmail.com.