Indulge in Classic Flavors, Embrace Modern Spirit: DEWAR'S Launches 'The New Old Fashioned' Non-Alcoholic Mixer in Collaboration with Jimmy’s®

The first-ever premium non-alcoholic mixer by DEWAR’S caters to new-age consumers’ love for inventive highballs, classic cocktails, and elevated at-home experiences

National, 01st August, 2023: DEWAR’S announces the launch of ‘The New Old Fashioned’ mixer in India, bringing to market the premium whisky cocktail experience. Crafted in collaboration with leading cocktail mixer brand Jimmy’s®, this ready to serve premium mixer caters to the evolving preferences of new-age consumers. Enriched with exciting flavors and offering a hassle-free experience, it allows individuals to elevate their at-home whisky drinking experiences with a premium serve.

Originating in the early 19th century, the Old Fashioned lives up to its name in history, and is one of the most popular whisky cocktails enjoyed around the world. The new mixer presents a contemporary twist on the timeless Old Fashioned, packaged in 250 ml glass bottles which serves up to 4 cocktails. This latest innovation by DEWAR’S is now available for purchase on drinkjimmys.com and in leading retail stores in 20+ cities, with plans to expand to quick commerce platforms soon. As the year progresses, the availability of these mixers will expand nationwide, allowing consumers across the country to enjoy the product.

Over the past few years, the drinking preferences of whisky consumers have evolved significantly. According to the 2023 Bacardi Cocktail Trends Report, 30% of consumers now express a desire to purchase drinks based purely on their curiosity about flavor, indicating an increasing inclination towards experimentation. The trend of DIY mixology has also witnessed a surge, with over one-third (37%) of consumers enjoying the process of creating cocktails at home. This evolving consumer landscape has redefined the whisky experience, which traditionally involved consuming whisky neat or on the rocks. The rise of consumers' experimental spirit has propelled the popularity of whisky highballs. A recent study by

Mintel reveals that modern consumers have a fondness for nostalgic elements, providing an excellent opportunity to cater to their desires by reintroducing classic old fashioned with a modern twist through the launch of this mixer. This combination of evolving preferences and nostalgia-driven trends opens up new avenues for captivating the whisky-drinking audience in exciting and innovative ways.

“Today’s whisky consumers’ curiosity is leading to a departure from conventional whisky norms. Their sense of curiosity has fuelled the growing popularity of unique and refreshing whisky cocktails. With the launch of our premium mixer, DEWAR'S aims to cater to the exploratory spirit of these modern whisky lovers, offering them a quick and innovative way to indulge in the timeless taste of an Old Fashioned. We are excited to provide a platform for these curious consumers to delve into the world of whisky and discover new dimensions of flavor, all from the comfort of their own homes.”

Vijay Dev, Category Lead - Global Whiskies, Bacardi

“The at-home cocktail culture in India is growing fast and Jimmy’s® has been at its forefront. This New Old Fashioned is one of the most complex mixers we have co-created specially for DEWAR’S. It took us over a year to perfect the blend – using four different types of bitters blended with orange zest, cherry, cinnamon and aromatic cloves – for a perfect at-home Old Fashioned cocktail experience. We are truly excited to partner with DEWAR’S, one of the world’s leading alcobev brands, and bring this mixer to consumers across the country.”

Ankur Bhatia, Founder and CEO of Radiohead Brands

So, get ready to take a plunge into the new as DEWAR’S continues to bring to the market a host of creative and strategic innovations crafted and curated for India’s new-age whisky loving community.

About DEWAR’S Mixers

DEWAR’S Mixers, a unique, ready-to-drink premium, non-alcoholic cocktail mixer has been crafted in collaboration with renowned cocktail mixer brand Jimmy’s Cocktails. Enriched with exciting flavors, DEWAR’S Mixers elevate the at-home whisky drinking experiences with premium serves. It is a contemporary twist on the timeless old-fashioned mixer and is packaged in 250 ml bottles that are user-friendly and space-efficient, providing 4 servings per bottle, catering to new-age consumers’ love for distinct flavors and inventive highballs. This latest innovation by DEWAR’S is available for purchase on drinkjimmys.com as well as in leading retail stores across markets in India.

About Jimmy’s®

Founded in 2019, Jimmy’s® is a unique, ready-to-drink premium, non-alcoholic 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.

Available in nine delectable Cocktail Mixer Variants of Whiskey Sour, Cosmopolitan, Mango Chilli Mojito, Sex on the Beach, Margarita, Bloody Mary, Gin Cherry Sour, Espresso Martini, and the newly launched Dewar’s The New Old Fashioned, and the recently introduced range of Sparkling Mixers, Tonic Water, Classic Lemonade, and Ginger Ale, Jimmy’s® aims to make premium cocktails accessible to everyone.

For further information, please visit https://drinkjimmys.com/products/dewars-mixers-x-jimmys-the-new-old-fashioned

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