7Ink Brews Launches Beer And Artisanal Chocolate Brand ‘Copter7’

It is time for fans of cricket, beer and chocolate to rejoice – M.S. Dhoni’s favoured ‘helicopter shot’ has inspired a new and exciting line of alcoholic and non-alcoholic beverages and artisanal chocolates under the brand name Copter7. It has been launched in the market by 7Ink Brews, a food and beverage company based in Mumbai, founded by Mohit Bhagchandani and co-founded by Adil Mistry and Kunal Patel, with the enthusiastic support of the doyen of modern Indian cricket – Mahendra Singh Dhoni.

By playing up the attributes of the champion cricketer, this is a rare instance of a brand being inspired by a widely-loved personality, making it one to watch for. Declaring his support and endorsement of the brand, Dhoni states, “when you believe so strongly in the vision of a company, it makes the association that much more meaningful. 7Ink Brews and I share a similar thought process on how exciting brands can be built from inception. Like any sportsperson who works relentlessly to achieve their goals, 7Ink Brews has that engrained in its DNA too. I am truly elated to be a shareholder and brand ambassador for a company like 7Ink Brews. The food and beverage line, Copter7 has great potential and I am excited to be associated with it”. 

The Copter7 range of beers comes in two varieties - Strong Beer and Premium Lager. The former, with an ABV of 6.8%, is 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, and is light on the palate due to its low bitterness levels. It has a distinct caramel sweetness to ensure a smooth and flavourful drink. The hop flavour is deliberately minimal, to enhance its mildly spicy notes with herbal hints. Its description claims to leave the drinker with a distinct feeling of having bit into a freshly baked loaf of bread.
 
The Copter7 Premium Lager, on the other hand, is a light and crisp beer meant to quench the drinker’s thirst on a hot afternoon. With an ABV of 4.8%, this beer is brewed majorly with 2 Row Pilsner malt for a smooth clean flavour. This maize-based drink is low on bitterness, allowing the fruity elements to stand out distinctly.

Additionally, the brand is producing artisanal chocolates under the Copter7 umbrella, which are a veritable treat to the eyes and taste buds. For these, 7Ink Brews has teamed up with well-known chocolatier and chef, David Belo, best known for his Mysore-based craft chocolate brand Naviluna. Using sustainably grown cacao sourced from Southern India, these bean-to-bar chocolates are organic, vegan and GMO-free, allowing the consumer to appreciate the unadulterated Indian cacao bean. The line consists of bespoke flavours that use local ingredients, such as Mosambi Zest, Strawberry and Coffee which is a dark chocolate variant, Mint, and Mulberry - the only one made with cocoa butter and hence non-vegan.

7Ink Brews is the brainchild of Mohit Bhagchandani, who holds the distinction of bearing connections in both the sporting world and the food and beverage industry. He claims, “it has always been my dream to bring together my two biggest passions - sports and F&B, and create a brand that evokes the same kind of emotion and fervour in consumers that sport evokes in sport lovers across the world.” His sound business sense is evident through his in-depth planning and multi-pronged strategy, allowing him to build a brand that stands out from the crowd. 

Bhagchandani claims, “our focus is to create great brands starting with chocolates and beverages (non-alcoholic and alcoholic), all driven by aspiration, passion, grit, and a winning sprit which sums up the ethos of our brand.” To enable this vision, the union of 7Ink Brews and Dhoni is befitting. “We knew we had to shoot for the stars and nothing less. After all, what’s better than a legend that never gives up, and a brand that works on energising you to keep going!” says Bhagchandani, signing off with a smile.

Due to the pandemic, Copter7 products are currently only available in Mumbai, Pune and Goa in wine shops. They will be available in Bengaluru in early May. Once things settle, they will be available across other cities in pubs, restaurants and other places too.

Noor Anand Chawla

Guest Author Noor Anand Chawla is Head Digital Content and Marketing for ShowCase Events. She contributes feature articles to various publications and writes on her blog www.nooranandchawla.com. She can be found on Instagram @nooranandchawla