Varun Sahni, co-founder of Bebida Hospitality Private Limited, talks about bringing Copenhagen Sparkling Tea to India, a rapidly growing global category that’s gaining traction among health-conscious consumers.
What makes sparkling tea an attractive beverage option for Indian consumers looking for alternatives to sugary or alcoholic drinks?
I started researching beverages due to my personal struggle with limited choices beyond sugary drinks for non-alcoholics. I discovered sparkling tea, a rapidly growing global category. Copenhagen Sparkling Tea, which I have partnered with for India, combines the flavor and nutrient value of teas with carbonation, creating a celebratory drink that’s low in calories and rich in vitamins. With India being my home and a large population not drinking alcohol, I saw an opportunity to introduce this product. Our initial testing showed tremendous uptake due to the sophisticated flavors, with each variant made from 11-13 different teas. After six months of trials, we entered the market late last year.
How do you think Copenhagen Sparkling Tea resonates with the Indian consumers?
Our Copenhagen Sparkling Tea variants, like Bla (blue) with jasmine, white tea, and Darjeeling, or Lysegron (light green) with Sencha green tea and citrus, have resonated well with Indian consumers. We have found that Liskron pairs well with Indian food, seafood, and sweet dishes, while Bla is popular as a pairing offering in afternoon teas at iconic properties like the Sea Lounge in Taj Palace, Mumbai. Our green tea Sencha also does well in Chinese restaurants. We currently have three variants and are introducing Demi bottles later this year, with more innovations and variants in the pipeline.
How do you see the demand for premium non-alcoholic beverages evolving in India?
I see the demand for premium non-alcoholic beverages evolving rapidly in India, driven by increasing health consciousness and lifestyle awareness, particularly among the younger generation. With sports becoming mainstream, people are seeking tasty choices that can be enjoyed with meals or used to celebrate special occasions.
How do you think the absence of fermentation and added sugars in your sparkling tea will appeal to health-conscious and discerning consumers in India?
Our sparkling tea is targeted at anyone looking for a celebratory drink or a tasty beverage to enjoy with meals. We have seen strong uptake in premium hotel groups like Taj, Oberoi, and Four Seasons, as well as top-end restaurants like Masque and Papa’s. We are also seeing demand for gifting, particularly during festivals like Diwali and Holi, and expect strong interest in the wedding season. Our key differentiator is not just flavor, but also our ingredient composition—no added sugar, low calorie and caffeine content, and high antioxidant levels. The product is also not fermented, making it suitable for customers with dietary restrictions.
What makes Copenhagen Sparkling Tea unique?
Our sparkling tea-making process involves brewing teas over several hours, starting with darker teas and moving to lighter ones, until we perfect a batch. The teas are sourced globally, with leaves from China, India, etc., and mixology happens in Copenhagen. The product is already in 50 countries, including 3,000 hotels and over 100 top-end Michelin restaurants worldwide. The US is the largest consumer, followed by European countries, and we expect India to become a significant consumer within the next 24 months.
What next for the brand?
We have seen extremely good feedback from customers in India, and we are exploring multiple channels, including hotels, restaurants, gifting, weddings, and direct retail. We believe our product will appeal across different metropolises in India, and the market will ultimately determine our plans.
