DEWAR’S is proud to announce the launch of ‘The New Old Fashioned’ mixer in India, bringing forth the epitome of a premium whisky cocktail experience. Developed in collaboration with the leading cocktail mixer brand Jimmy’s, this ready-to-serve premium mixer is perfectly tailored to meet the evolving preferences of the new-age consumers. Enriched with a delightful array of flavors, it offers a hassle-free way to elevate your at-home whisky-drinking moments, delivering a truly premium service like never before.
With its roots tracing back to the early 19th century, the Old Fashioned cocktail holds a significant place in history and remains a globally cherished whisky concoction. Adding a modern flair to this classic favorite, the new mixer offers a contemporary rendition of the timeless Old Fashioned. Packaged elegantly in 250 ml glass bottles, each accommodating up to 4 cocktails, this innovative twist is brought to you by DEWAR’S.
Presently, this exciting innovation can be acquired through drinkjimmys.com and prominent retail outlets in over 20 cities. The brand has plans to further its reach by extending its presence to quick commerce platforms in the near future. As the year unfolds, the availability of these mixers is slated to expand nationwide, ensuring that consumers all across the country can partake in the enjoyment of this remarkable product.
In recent years, the drinking preferences of whisky enthusiasts have undergone a remarkable transformation. According to the 2023 Bacardi Cocktail Trends Report, a noteworthy 30% of consumers now prioritize purchasing drinks based solely on their curiosity about unique flavors, indicating a growing fascination with experimentation. Moreover, the DIY mixology trend has surged, with a significant 37% of consumers reveling in the art of crafting cocktails at home.
This changing landscape has revolutionized the whisky experience, moving beyond the traditional consumption of whisky neat or on the rocks. The surge in consumers’ adventurous spirit has propelled the popularity of whisky highballs. Interestingly, modern consumers also hold a special fondness for nostalgic elements, offering a brilliant opportunity to captivate their desires by reintroducing the classic old-fashioned with a modern twist through the launch of this innovative mixer.
The confluence of evolving preferences and nostalgia-driven trends paves the way for exciting avenues to engage the whisky-drinking audience in captivating and novel ways. Embracing these dynamics allows brands like DEWAR’S to meet the needs of the contemporary consumer and present them with an extraordinary whisky cocktail experience.
Commenting on the latest innovation by DEWAR’S, Vijay Dev, Category Lead – Global Whiskies, Bacardi said, “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.”
Talking about the collaboration with DEWAR’S, Ankur Bhatia, Founder and CEO of Radiohead Brands, said, “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 especially 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.”
