0.1% Of All Premium Spirits Consumed At home in 2021 Were Mixed with Jimmy’s Cocktails
Radiohead Brands – Jimmy’s Cocktails witnesses 180% revenue growth; appoints Vasudha Dawar to lead the D2C segment and Anish Arora as the Head of Marketing to fuel growth
National, February, 2022: Created to bring the bar experience at home,Jimmy’s Cocktails debuted with four non-alcoholic mixers in 2019, and added another two in 2021. The products are designed to be consumed mixed with a spirit or straight up as a mocktail. In a short time, the brand has revolutionized at home cocktail consumption making it convenient and affordable keeping flavour craftmanship at the helm of it.
One of the fastest growing brands in the cocktail mixer category, Jimmy’s Cocktails is witnessing a MoM revenue growth of 180% and on track to cross $3 Mn in revenue FY’22. With an omnichannel presence, the brand is visible across all major e-commerce platforms and has an offline presence across 50 cities and 5,000 retail outlets, while the Brand’s own D2C platform enables discovery and access to consumers across 400+ cities across the country.
The growth is a testament to Jimmy’s Cocktails’ focused approach towards catering to the changing needs of a mass-premium consumer. With a consumer focus approach at the center of the business, the team at Jimmy’s believes flavour craftmanship is core to their business, especially with Yangdup Lama, renowned mixologist and owner of Delhi-based Sidecar that features in World’s 50 Best Bars. Along with the product itself, the team’s dynamic approach to the business saw, given the uncertain times currently, the brand leveraging the ‘home-tainment’ moment of consumption and created limited edition packs that celebrated the spirit of at-home-experiences to further drive success.
In the months preceding the current situation, the brand took part in music festivals in Hyderabad, Bengaluru and Mumbai, where Jimmy’s Cocktails were served to consumers with spirits. The Brand is also investing in the last mile of the consumer journey through in-store visibility across offline retail stores for better brand visibility. It will add up to eight more SKUs in FY2022-23 and is working on several collaborative launches with major spirits conglomerates.
To further fuel the business momentum, Jimmy’s Cocktails has appointed industry veterans – Vasudha Dawar as the Head of D2C Business and Anish Arora as the Head of Marketing.
A passionate media and marketing specialist, Vasudha brings to the table a deep understanding of and experience in business management, media management, planning and buying. Vasudha comes with a wealth of experience across diverse verticals such as Technology, Automobiles, Consumer Durables, Healthcare, Entertainment and Media. As the Head of the D2C Business at Jimmy’s Cocktails, Vasudha will be overseeing the e-commerce side of the business, marketing strategy and building a strong share of voice for the brand.
Commenting on the announcement, Vasudha Dawar, Head, D2C Business, Radiohead Brands – Jimmy’s Cocktails, said, “I am delighted to take on the role of Head, D2C Business at Jimmy’s Cocktails, building on the strong vision for the brand – to be a market leader in the emerging premium beverage segment in India. With the D2C wave hitting the retail sector and contributing to the growth of e-commerce segment, I feel that Jimmy’s Cocktails is in an ideal space fueled by the growing demand for gourmet-style cocktails at home.”
Newly appointed Head of Marketing at Jimmy’s Cocktails, Anish Arora is a marketing professional with prior experience in leading and implementing marketing strategies for luxury & premium brands. With a proven understanding of planning and implementation of omnichannel integrated brand and marketing campaigns across diverse verticals such as Automobiles and Alco-Bev, Anish will be responsible for directing the marketing function and defining the short-term and long-term strategies for the brand.
Commenting on the announcement, Anish Arora, Head, Marketing, Radiohead Brands – Jimmy’s Cocktails, said, “I am ecstatic to be a part of Jimmy’s Cocktails and work towards the vision of building a global brand. The pandemic has revolutionised the at-home drinking experience and with the industry witnessing exponential growth, it is the right time to catalyze our ambition of becoming the leading premium beverage brand in market”
Commenting on the announcement, Ankur Bhatia, Founder, Radiohead Brands – Jimmy’s Cocktails, said, “We are at a pivotal point in our growth story, and we believe that communication is one of the most important factors in building brand stickiness. Vasudha and Anish are powerhouses of great strategy and creativity and are slated to take the brand to new heights.”
