Jimmy's Cocktails

What Jimmy's Cocktails does

Jimmy's Cocktails (legally Radiohead Brands Private Limited) is a Gurgaon-based, India-domiciled FMCG startup founded in 2019 by Ankur Bhatia (CEO) and Nitin Bhardwaj (COO). It designs, formulates, and sells premium non-alcoholic cocktail mixers and adjacent beverages, with all recipes crafted by head of product Yangdup Lama through an internal R&D platform branded Jimmy's Cocktail Labs. The core line covers nine cocktail flavors (Margarita, Bloody Mary, Cosmopolitan, Whiskey Sour, Popstar Martini, Sex On The Beach, Mango Chilli Mojito, Green Apple Martini, and The New Old Fashioned) sold in 250ml bottles that yield two servings, plus a sparkling range (Ginger Ale, Mint Mojito, Classic Lemonade, Tonic Water), three non-alcoholic beer variants (Cranberry, Malt, Peach), and the Hustle energy drink launched in 2023.

The business model is omnichannel consumer goods: one-time unit pricing at Rs 60-240 per SKU, sold via the D2C site drinkjimmys.com (delivery to 400+ Indian cities), major quick-commerce platforms (Swiggy Instamart, Blinkit, Zepto), e-commerce marketplaces (Amazon India, Big Basket), modern-trade retail chains (24Seven, Spencers, Foodhall, Ratnadeep, Reliance FreshPik, Nature's Basket, Le Marche), wine shops across 50+ cities, and exported to Australia, South Africa, and ISC countries. Distribution has scaled to 10,000+ outlets. Co-branded formulations with Greater Than Gin, Sleepy Owl Coffee, DEWAR'S, and a packaging partnership with Ball Corporation extend brand reach without owning the alcohol or coffee verticals. Target customers are home entertainers, non-drinkers and designated drivers seeking sophisticated non-alcoholic options, health-conscious families, and premium spirit enthusiasts in metros and Tier II/III cities, where the company already sources 40% of revenue.

Total disclosed funding is approximately Rs 25 crore across a March 2021 seed (Rs 6 crore), April 2022 bridge/pre-Series A (Rs 14 crore, Roots Ventures-led, 2.5x valuation step-up), and July 2023 pre-Series A extension (Rs 11 crore, Prath Ventures-led). The company posted 200% revenue growth in FY22, served over 6 million cocktails in 2022, and has publicly targeted a Rs 100 crore annual revenue run-rate and Rs 1,000 crore revenue within a decade against a projected Rs 7,000 crore Indian mixers category.

Name

Jimmy's Cocktails

Legal name

Radiohead Brands Private Limited

Website

https://jimmyscocktails.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

51–100 employees

Short description

Jimmy's Cocktails, operated by Radiohead Brands Private Limited and founded in 2019 in Gurgaon, India, makes premium non-alcoholic cocktail mixers, sparkling beverages, non-alcoholic beer, and energy drinks, sold D2C and through retail and quick-commerce channels to home entertainers, non-drinkers, and premium spirit enthusiasts across 400+ Indian cities.

Ownership category

akta.pro rank

Product category

Non-Alcoholic Beverage Mixers

NAICS

Beverage Manufacturing (3121), Soft Drink Manufacturing (312111)

SIC

Beverages (2080), Bottled & Canned Soft Drinks & Carbonated Waters (2086), Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Alcoholic Beverage Mixers & Cocktail Ingredients Brands (Non-alcoholic) (CRADAIAH)

akta.pro secondary industries

Cocktail Mixes & Alcoholic Beverage Bases (non-alcoholic mixers, RTD spirit bases) (AFAFAGAH), Functional Beverages (Vitamins, Probiotics, Nootropics, etc.) (CRADAHAL)

Keywords

• Non-alcoholic cocktail mixers
• Premium beverage brand
• Sparkling mixer cans
• Non-alcoholic beer
• Energy drinks

Headquarters

HQ city

Gurugram

HQ country

India

HQ region

Asia

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations, Infrastructure

Revenue model

1. Cocktail Mixer Product Sales: Direct product sales of non-alcoholic cocktail mixers in 250ml bottles (makes 2 cocktails) and sparkling beverages in 250ml cans, sold through D2C website, e-commerce marketplaces, and retail outlets across India and international markets.
2. Non-Alcoholic Beer Sales: Sales of non-alcoholic beer variants (Cranberry, Malt, Peach) positioned as beer alternatives for consumers seeking non-alcoholic options.
3. Energy Drink Sales: Sales of Hustle Energy Drink, launched as a new product category under Radiohead Brands, positioned alongside the core mixer business.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels6 records

Core offering

Jimmy's Cocktails is a premium non-alcoholic cocktail mixer and beverage brand. It sells ready-to-mix cocktail bottles (each 250ml makes 2 cocktails), sparkling mixers in cans (Ginger Ale, Mint Mojito, Classic Lemonade, Tonic Water), non-alcoholic beers (Cranberry, Malt, Peach), and an energy drink (Hustle). Products are crafted by master mixologists at Jimmy's Cocktail Labs, positioned as low-calorie and free from artificial sweeteners.

Product overview

Jimmy's Cocktails is a non-alcoholic beverage brand operated by Radiohead Brands Private Limited, a Gurgaon-based FMCG startup founded in 2019. The company offers a portfolio of premium non-alcoholic cocktail mixers, sparkling beverages, non-alcoholic beers, and energy drinks. The core product line consists of nine cocktail mixer flavors (Margarita, Bloody Mary, Cosmopolitan, Whiskey Sour, Popstar Martini, Sex On The Beach, Mango Chilli Mojito, Green Apple Martini, and The New Old Fashioned) designed to be mixed with spirits or enjoyed as mocktails. This is supplemented by a Sparkling Beverages Range (Ginger Ale, Mint Mojito, Classic Lemonade, and Tonic Water), a Non-Alcoholic Beer line (Cranberry, Malt, and Peach variants), and the Hustle Energy Drink. The company also produces collaboration products with partners like Greater Than Gin, Sleepy Owl Coffee, and DEWAR'S. All products are marketed as low-calorie options made with natural flavors and zero artificial sweeteners, crafted by India's top mixologists.

Differentiator

Problem solved

Functional benefit

Brands

• Hustle Energy Drink: Energy drink launched by Radiohead Brands in July 2023, containing Caffeine, B vitamins, Taurine, and Niacin. Positioned as a beverage for energy boost during work, gaming, workouts, and other activities.
• Hustle

Products and services

• Margarita Cocktail Mixer Non-alcoholic Margarita cocktail mixer featuring lime juice, citrus oils, triple sec and agave syrup with a hint of chilli and salt. Pack-of-8 format makes up to 16 cocktails at Rs. 999. 0% ABV, low calorie, no artificial sweeteners; for adults preparing cocktails at home.
• Bloody Mary Cocktail Mixer Non-alcoholic Bloody Mary mixer featuring scratch Worcestershire sauce, extra thick tomato juice, three kinds of peppers, celery, salt, lemon juice and special hot sauce. Pack-of-8 format (Rs. 999) makes up to 16 cocktails. 0% ABV.
• Cosmopolitan Cocktail Mixer Non-alcoholic Cosmopolitan mixer blending Danish cranberries, Persian limes with a dash of orange and triple sec. Pack-of-8 format (Rs. 999) makes up to 16 cocktails. 0% ABV, low calorie, no artificial sweeteners.
• Whiskey Sour Cocktail Mixer Non-alcoholic Whiskey Sour mixer blending Indian lemons, Persian limes, cane sugar spiced with cinnamon and balanced with bitters. Pack-of-8 format (Rs. 999) makes up to 16 cocktails. 0% ABV.
• Popstar Martini Cocktail Mixer Non-alcoholic take on the Pornstar Martini with passion fruit puree as the star, hints of lime juice and vanilla. Pack-of-8 format (Rs. 999). 0% ABV.
• Sex On The Beach Cocktail Mixer Non-alcoholic tropical Sex On The Beach mixer blending Nagpur oranges, Egyptian peach and Danish cranberry with a dash of triple sec. Pack-of-8 format (Rs. 999) makes up to 16 cocktails. 0% ABV.
• Mango Chilli Mojito Cocktail Mixer Non-alcoholic summer twist made with Indian Alphonso mango, Persian limes, mint, cane sugar and a hint of red chilli. Pack-of-8 format (Rs. 999) makes up to 16 cocktails. 0% ABV.
• Green Apple Martini Cocktail Mixer Non-alcoholic premium mixer with crisp, tart apple flavor; can be used for apple martini, apple old-fashioned, or paired with ginger ale for a sparkling mocktail. Pack-of-8 format (Rs. 999).
• The New Old Fashioned Jimmy's take on the classic Old Fashioned cocktail, crafted by Yangdup Lama. 250ml bottle (Rs. 99) serves 4 drinks, 25 calories per serve. Launched in collaboration with DEWAR'S.
• Twisted Orange Screwdriver Cocktail's Mixer Vibrant, tangy non-alcoholic mixer combining orange flavor with a hint of vodka-inspired kick. Can be enjoyed as a mocktail or mixed with vodka for a classic screwdriver cocktail.
• Mint Mojito Classic sparkling non-alcoholic Mojito crafted with real lemon juice and infused with natural garden mint and citrus flavors. Pack-of-8 format (Rs. 799). For consumers seeking ready-to-serve sparkling mocktails.
• Ginger Ale Sparkling non-alcoholic mixer with a blend of two naturally sourced gingers for a warm, spicy note and rich freshness; best paired with brown spirits. Pack-of-8 format (Rs. 799); 50% less sugar than leading carbonated beverages.
• Jimmy's Classic Lemonade Light and refreshing sparkling lemonade with crisp citric bite from fresh lemons and a hint of zesty lime. 250ml bottle. Contains 50% less sugar than leading carbonated beverages, no artificial sweeteners.
• Sparkling Beverages Range Sparkling beverage range made with 50% less sugar than leading carbonated beverages, without artificial sweeteners. Includes Tonic Water, Ginger Ale, Mint Mojito, and Classic Lemonade in 250ml cans.
• Cranberry Beer - Non Alcoholic Non-alcoholic beer bursting with the zesty tartness of cranberries and a fizzy, beer-like finish. Zero alcohol content. Pack-of-8 format (Rs. 799).
• Malt Beer - Non Alcoholic Non-alcoholic beer with a rich, malty, smooth taste; full-bodied flavor with bold roasted grains and a touch of sweetness. Zero alcohol. Pack-of-8 format (Rs. 799).
• Peach Beer - Non Alcoholic Non-alcoholic beer with rich, bold flavors of roasted grains and a touch of sweetness. Zero alcohol, pack-of-8 format (Rs. 799).
• Hustle Energy Drink Energy drink containing caffeine for instant energy boost, B vitamins (B2, B6, B12), taurine for muscle endurance, and niacin for natural energy production. Available in 250ml cans; positioned for energy boost during work, gaming, workouts, and other activities.
• Gin Cherry Sour (Jimmy's x Greater Than Gin) India's first alternate to Tonic Water for gin lovers, crafted by Yangdup Lama with cherry from Turkey balanced with sweet and tart flavors and ginger spice finish. Co-developed with Nao Spirits' Greater Than Gin brand.
• Espresso Martini (Jimmy's x Sleepy Owl) Espresso Martini cocktail mixer crafted in collaboration with Sleepy Owl Coffee for coffee enthusiasts. The second signature mixer by Jimmy's Cocktail Labs.

Quantifiable outcome

• 200% revenue growth in FY22
• +3 more outcomes

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Sleepy Owl CoffeecoreStrategic or Co-development Partner · 17 October 2022Collaboration to introduce Espresso Martini cocktail mixer, the second signature mixer by Jimmy's Cocktail Labs especially crafted for coffee enthusiasts, bringing together the homegrown coffee brand with the cocktail mixer leader.
• DEWAR'SminorStrategic or Co-development Partner · 4 August 2022Collaboration to launch 'The New Old Fashioned' non-alcoholic mixer, expanding the portfolio of classic cocktail options for whiskey enthusiasts.
• Greater Than Gin (Nao Spirits)coreStrategic or Co-development Partner · 23 March 2022Strategic collaboration to create India's first alternate to Tonic Water for Gin lovers - Gin Cherry Sour cocktail mixer. Crafted at Jimmy's Cocktail Labs by master mixologist Yangdup Lama, combining two leading premium beverage brands.

Scale indicators10 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Q Mixers: US-based premium cocktail mixer brand offering tonic, ginger ale and cocktail mixers with a 'less sweet, fewer ingredients' value proposition — directly comparable to Jimmy's positioning around low-calorie, natural-ingredient mixers and D2C-plus-retail go-to-market.
• Fever-Tree: Global premium mixer brand (tonic water, ginger beer, cocktail mixers) — the closest international comparable to Jimmy's Cocktails in terms of positioning, product category (premium mixers sold to consumers and on-trade), and premium pricing strategy. Both target the home entertaining and bar-quality-at-home occasion.
• Stirrings: US craft cocktail mixer brand offering margarita, cosmopolitan, mojito and other cocktail mixers. Direct comparable to Jimmy's core mixer range, with similar premium craft positioning and multi-flavor SKU strategy.
• Tonic & Mixers India: Indian premium mixer brand selling tonic water, ginger ale and cocktail mixers across D2C and retail in India. Directly competes with Jimmy's in the Indian mixer category with a similar craft/premium positioning.

Regional players

• Barman's Mixers: Australian premium cocktail mixer brand — comparable in craft positioning and SKU mix to Jimmy's. Relevant peer given Jimmy's export presence in Australia and the similar home-entertaining occasion in both markets.

Emerging players

• Raw Pressery: Indian premium cold-pressed juice and beverage brand with D2C and retail presence. Comparable to Jimmy's as a premium-positioned Indian beverage brand leveraging natural ingredients, low-sugar formulations and modern retail channels; though product category differs, brand and GTM parallels are strong.
• Paper Boat (Hector Beverages): Indian premium beverage brand offering traditional Indian flavors in modern formats, sold via D2C and modern retail. Comparable to Jimmy's as an Indian D2C beverage brand building a premium, narrative-led brand with similar distribution channels (24Seven, Spencer's, Big Basket) and investor profile.

Broad incumbents

• Monin: Global French syrup and flavoring brand with extensive cocktail mixer and mocktail base portfolio. Comparable to Jimmy's as a B2B-and-B2C flavor/mixer manufacturer supplying on-trade and home consumers; larger and more diversified than Jimmy's.
• Campa Cola: Recently relaunched Indian legacy beverage brand backed by Reliance, competing in soft drinks and mixers with broad distribution. Comparable to Jimmy's as a mixer-adjacent Indian beverage competitor leveraging modern retail and quick commerce channels with substantially greater distribution muscle.
• Schweppes: Coca-Cola-owned legacy mixer brand with broad tonic, ginger ale and cocktail mixer portfolio. Comparable to Jimmy's as a mixer competitor but operates at vastly larger scale with established global distribution and pricing power that Jimmy's must compete against in India.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@JimmysBeverages
• Facebookfacebook.com/jimmyscocktailsindia
• Instagraminstagram.com/jimmysbeverages

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds5 records

Investors6 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Jimmy's Cocktails