MUMBAI: When life gives you lemons, Coolberg adds ginger and calls it jugaaro! Prime Video and Coolberg have teamed up for a first-of-its-kind collaboration, bringing fiction off the screen and into people’s hands with a limited-edition drink inspired by Amazon Original series Do You Wanna Partner. Ahead of the show’s launch on 12 September, the duo unveiled the Coolberg ‘jugaaro’ lemon-ginger non-alcoholic malt beverage, designed to bottle up the show’s quirky, entrepreneurial spirit.
The parallel is uncanny. Just as the series follows two women who hustle their way through the male-dominated world of craft beer, Coolberg itself is led by three trailblazing women: Ghodawat Consumer Limited, ceo, Salloni Ghodawat, co-founder Yashika Keswani, and brand lead Ritika Agrawal. Together, they have carved out Coolberg as India’s number one non-alcoholic beer brand and a flag-bearer for mindful drinking among Gen Z and millennials.
“This collaboration isn’t just about a product, it is about a story,” said Ghodawat. “Coolberg’s journey mirrors the series about breaking barriers, challenging conventions, and showing that the future of FMCG belongs to diverse voices and fearless ideas.”
The special-edition Jugaaro will be stocked across 3,500 plus general trade stores, 50 modern trade outlets including Nature’s Basket and Walmart, 800 plus Horeca destinations like Absolute BBQ and Wow Momo, and leading quick commerce apps including Blinkit, Zepto and Swiggy.
Produced by Dharmatic Entertainment, Do You Wanna Partner stars Tamannaah Bhatia and Diana Penty as best friends chasing their dream of a beer start-up, alongside Jaaved Jaafery, Nakuul Mehta, Shweta Tiwari and Rannvijay Singha. The series promises a fizzy mix of comedy, heart, and jugaad, while Coolberg Jugaaro serves as the perfect real-world chaser.