Radiohead Brands, the owner of Jimmy’s Cocktails, has announced two new variants in its cocktail mixers portfolio. Keeping in mind the brand’s vision to allow consumers to recreate gourmet bar-style cocktails at home, the new variants - Margarita and Bloody Mary are crafted by an in-house team led by celebrated mixologist Yangdup Lama, who has worked on benchmarking the products against popular global variants to perfect their flavors.
Commenting on the launch of the new variants, Ankur Bhatia, founder and chief executive officer, Jimmy’s Cocktails, said, “For a long time now, choice of mixers with premium spirits have been limited largely to sugary aerated beverages or fruit juices. Jimmy’s Cocktails offers the consumer an upgrade to his home drinking experience to deliver a bar quality, consistent cocktail in the comfort of his home. Our previous launch of Whiskey Sour, Sex on the Beach, Cosmopolitan and Mango Chili Mojito were very well received by the market, clearly indicating that the consumers are ready to enhance their home drinking occasions and are thirsty for exciting new options. We aim to keep the product line fresh with a stream of new variant launches over the coming year.”
Yangdup Lama, product head, Jimmy’s Cocktails, added, “A brunch time favorite, we’ve made the Bloody Mary with 95% real thick tomato juice, a first in the category across cocktail mixers. With our blend of a special spice mix, hot sauce and celery and tamarind flavors shining through, we are confident that our Bloody Mary mix would rival some of the best in the world. Similarly, our Margarita has a gentle and perfect balance of diverse flavors of lime, lemons, chilli, salt and agave, which makes for a refreshing and authentic drink. Mixed drinks are all about great flavor balance leading to deliciousness in a glass, and that is what we have tried to achieve in both the premixes with a little twist of our own.”
The products by Jimmy’s Cocktails will be seen hitting the shelves in a striking but simple avatar to draw focus on the brand name and let the product speak for itself. The pop-art on the brand’s maiden packaging will undergo a makeover and find expression in brand communication outside of the bottle.
The newly launched beverage variants are currently available on www.jimmyscocktails.com. The new launches will also be available shortly on third-party online platforms like BigBasket, Amazon and Milkbasket and will hit retail shelves by the end of the month.