In a unique crossover between entertainment and FMCG, Coolberg, India’s leading non-alcoholic beer brand, has partnered with Prime Video to launch Jugaaro, the country’s first “reel-to-real” beverage.
Jugaaro, a lemon-ginger non-alcoholic beer, debuts both in the upcoming Amazon Original series Do You Wanna Partner and simultaneously in the real world. The show, produced by Dharmatic Entertainment and premiering September 12, follows two friends chasing their dream of starting a beer venture in a male-dominated industry. Featuring Tamannaah Bhatia and Diana Penty in lead roles, the series blends hustle, grit, and creativity — qualities mirrored by Jugaaro itself.
“Stories don’t have to fade out when the credits roll. With Coolberg Jugaaro, we’re reimagining how fandom, storytelling, and culture collide by making fiction drinkable,” said Salloni Ghodawat, CEO, Ghodawat Consumer Limited.
The drink is available for a limited period across 3,500 trade stores, 50 modern trade outlets including Nature’s Basket, Walmart, STAR Localmart, and 7-Eleven, as well as 800+ restaurant chains such as Barbeque Nation, Absolute Barbecues, and Wow Momo. It can also be ordered via Blinkit, Zepto, and Swiggy.
At a time when mindful drinking trends are reshaping consumer choices, Jugaaro positions itself as both a refreshing beverage and a cultural experience — letting fans raise a glass to fiction made real.