How a global beverage veteran is redefining what it means to drink well
In a market saturated with hard seltzers, spiked sodas, and canned cocktails, Nirvana is setting a new standard for sophistication and balance. This premium ready-to-drink (RTD) cocktail blends pure coconut water with premium spirits to deliver what founder Ingrid Smith calls Functional Indulgence — an entirely new way to enjoy a drink that’s mindful, flavorful, and effortlessly modern.
Smith, a seasoned beverage executive who spent years leading strategies for some of the world’s most recognized drink brands, saw an opportunity to build something fresh. “Every category was either about indulgence or wellness,” she explains. “No one was creating something that captured both — something that tasted elevated but still felt light and intentional. That’s the space Nirvana was made for.”
A New Chapter In RTD Cocktail Growth
The RTD cocktail boom shows no signs of slowing. According to IWSR Drinks Market Analysis, the global RTD alcohol market reached $36.7 billion in 2023 and is expected to climb to $57 billion by 2032, with spirit-based RTDs growing 27% year-over-year in the U.S. — outpacing beer and malt-based seltzers.
Yet amid that explosive growth, few brands are meaningfully differentiated. The majority of shelf space is dominated by malt-based hard seltzers, whose appeal has plateaued as consumers seek more authentic ingredients and depth of flavor.
“Nirvana isn’t another seltzer,” says Smith. “It’s a coconut water sparkling cocktail — the first of its kind. It has body, taste, and soul.”
The Philosophy Of Functional Indulgence & Canned Cocktails
At the heart of Nirvana’s DNA lies the concept of Functional Indulgence — a philosophy rooted in enjoyment with intention. Each can begins with real coconut water, layered with premium spirits and natural fruit notes that evoke tropical ease.
The flagship flavor, Chill, embodies the brand’s essence: bright, balanced, and effortlessly refreshing. It’s designed for those who want a cocktail that complements life’s lighter, more joyful moments — not overshadows them.
Global Perspective, Universal Appeal
Nirvana’s distinctive flavor and cultural fluency reflect Smith’s international journey. Having lived and studied in Paris, Brazil, and China, she developed a deep appreciation for how culture shapes palate and ritual.
“Travel taught me that flavor is emotional,” she says. “What people crave in São Paulo is different from what they enjoy in Shanghai or Paris — but the common thread is balance. Everyone wants something that feels natural, beautiful, and celebratory.”
That multicultural lens informs Nirvana’s sensory design — a brand world that feels globally inspired yet grounded in simplicity. From its ocean-teal and sunset-coral palette to its minimalist metallic packaging, Nirvana radiates an approachable luxury that transcends borders.
A State Of Mind, Not Just Another Canned Cocktail
Nirvana invites consumers to experience a moment of calm, connection, and presence. Its tagline — “Sip into Bliss” — captures the brand’s mission to transform a simple beverage into an emotional ritual. Whether enjoyed after a yoga class, by the pool, or during a sunset gathering, Nirvana is a reminder that indulgence can also feel balanced and refined.
The brand’s immersive activations — from beachside pop-ups to curated tasting experiences — further extend that narrative, offering consumers a sensory escape built on authenticity rather than artifice.
“Nirvana is about feeling good in your own rhythm,” Smith shares. “It’s not about escape from reality — it’s about creating beautiful little pauses within it.”
The Future Of Ready-To-Drink Cocktails & Conscious Celebration
While Chill anchors the brand’s launch, Nirvana plans to introduce future flavor expressions inspired by creativity, energy, and calm — each representing a different “state of Nirvana.” These extensions will continue the brand’s commitment to craft, transparency, and emotional connection without revealing specific formulas ahead of release.
Nirvana’s rise signals a broader cultural shift in the RTD category — away from novelty and toward purposeful pleasure. Consumers are no longer seeking the next trend; they’re seeking experiences that align with how they want to live.
With its combination of premium craftsmanship, international perspective, and mindful storytelling, Nirvana is not simply another entry in the RTD boom — it’s the evolution of it.
For partnership and collaboration inquiries
contact: partnerships@drink-nirvana.com
website: www.drink-nirvana.com
IG: @drinknirvanaofficial
FB: facebook.com/drinknirvana
