SB meets… Ingrid Smith, Nirvana
Launched in November 2025, ready-to-drink (RTD) brand Nirvana aims to fill a gap in the market with its sparkling coconut water cocktails. Ingrid Smith, founder of Nirvana, provides insights into the growing RTD category and the brand.
What inspired you to create Nirvana?
After years of leading national on- and off-premise strategy, I saw the RTD category scale rapidly but without long-term differentiation. Hard seltzers drove trial, and spirits-based RTDs drove premiumisation. However, the middle ground between indulgence and intentional consumption was underserved. Consumers were drinking less but expecting more from every occasion, emphasising quality, transparency, and alignment with their lives. That shift created a gap and Nirvana was established to fill it. Our RTD brand was not just about launching another SKU; it was about creating a new category that reflects the direction of consumer behaviour.
The RTD category is evolving, and the next phase will be dominated by brands that demonstrate clear differentiation and strong commercial discipline. As a Black female founder in a historically male-dominated industry, I understand the significance of building a visible and credible brand. Representation is important, but execution is equally crucial.
What newness is the brand bringing to the RTD space?
Nirvana is the first-to-market sparkling coconut water cocktail brand, formulation-driven and strategically positioned in the market. Coconut water serves as a lighter, more refined base that blends seamlessly with premium spirits, resulting in a unique sensory experience that sets us apart from malt-based seltzers and sugary canned cocktails.
Additionally, we have created our own RTD subcategory, called ‘functional indulgence’. This term reflects my belief that indulgence doesn’t have to feel excessive; it can feel aligned with a lifestyle and create balance. It comes to life through our disciplined formulation, elevated packaging, and intentional channel placement. For our trade partners, this means providing a premium story that supports better margins, differentiation, and long-term success, rather than just chasing short-term trends.
What are Nirvana’s current offerings?
Our flagship product, Nirvana Chill, is a sparkling coconut water cocktail infused with premium spirits and vibrant strawberry lemonade flavours. Chill serves as the foundation for the category we are developing. While additional flavours are in the works, I am committed to disciplined expansion having seen too many brands dilute focus too early. Our strategy is to scale thoughtfully by partnering with hospitality-aligned accounts and select retail environments that support our premium positioning.
What is the best way for people to enjoy Nirvana?
Nirvana is designed for moments that are both elevated and effortless, whether you’re enjoying a poolside day at a resort, attending a rooftop gathering, participating in a cultural event, or having a curated dinner with friends. It is also ideal for premium retail occasions, where consumers seek to elevate their choices and find something distinctive. For those who enjoy a stronger kick, Nirvana pairs beautifully with mixology. Its sparkling coconut water base provides a great foundation for sophisticated cocktails, allowing bartenders and home hosts to add spirits or fresh ingredients while maintaining balance and refinement.
Our goal was to create a cocktail that provides a well-rounded experience on its own while also offering versatility for more customised expressions.
What can consumers expect from Nirvana in the next year?
In the upcoming year, we will focus on disciplined expansion in hospitality-driven markets and maintaining our commitment to promoting functional indulgence as a key conversation in the industry. Consumers can expect to see more cultural partnerships, experiential activations, and strategic growth in retail. We are dedicated to building long-term equity rather than seeking short-term gains. For us, functional indulgence is more than just a slogan; it is the strategic foundation of how we believe the next generation of consumers will engage with alcohol. We are building with that future in mind.
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