Taking the Bar home
Ambrosia|March 2021
Jimmy’s Cocktails is a unique, ready-to-drink premium cocktail mixer brand that delivers all the complexity and craftsmanship one would find at their favourite bar. Crafted by some of India's top mixologists, Jimmy’s range of cocktail mixers are made with fewer calories, natural flavours and zero artificial sweeteners - achieved by using only the highest quality ingredients with their natural sweetness. Ankur Bhatia talks about how the company Radiohead Brands, makers of Jimmy’s Premium Cocktail mixers, wants to raise the bar for consumers who want to have their cocktails at home
Ankur Bhatia

How did it all begin for Jimmy's cocktails?

Jimmy’s Cocktails was launched in 2019 with the inspiration to enhance home drinking experiences and allow people to savour bar quality cocktails out of their living rooms with ease. Cocktails have seen a resurgence in drinking culture, contributing increasingly to premium bar sales. This rising popularity however didn’t resonate equally in home drinking choices. This was largely on account of many challenges like procuring multiple specialised ingredients, numerous recipes to choose from, lack of bar equipment at home etc. Also, for the longest time the choices for spirit mixers have been limited to the mundane options of soda, cola and juices. Jimmy’s wanted to upgrade this mixers category up several notches and raise the bar quite literally for people drinking at home.

How is the company evolving? What are its production capacities?

Our first range of mixers hit the shelves in Delhi NCR in September 2019. Since its launch, Jimmy’s Cocktails has rapidly scaled its retail presence and availability across India. Currently, the products are available in retail in over 20 cities including Delhi, Mumbai, Kolkata, Bangalore, Chennai, Pune, Hyderabad, Chandigarh and Guwahati.

The pandemic also pushed us to accelerate our online channel sales programme. Setting up full-fledged D2C operations in the midst of an unforeseen and unprecedented crisis was extremely challenging. However, we forged ahead and took our D2C business all across the country. In the last 12 months, we have delivered our cocktails to almost 400 cities and D2C now contributes 40% to our total revenue. We are currently working with a manufacturing facility in Nashik exclusively. Even with our ambitious brand expansion plans we don’t foresee any capacity constraints in the near future.

Which brands are there in the company's brand portfolio? How many brands are likely to be added in the next one year?

The current spirits category is dominated by whiskey, vodka and rum. In line with consumer preferences and palate, we launched classic flavours of Whiskey Sour, Cosmopolitan, Mango Chilli Mojito, and Sex on the Beach – which together represent 92% of the alcohol category.

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