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.
This story is from the March 2021 edition of Ambrosia.
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This story is from the March 2021 edition of Ambrosia.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 8,500+ magazines and newspapers.
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