What if the drink your favourite characters sip on screen could suddenly land in your fridge?
In a first-of-its-kind experiential collaboration, Coolberg, India’s No.1 non-alcoholic beer brand, and Prime Video have brought fiction to life with Jugaaro; a refreshing lemon-ginger non-alcoholic beer that features in the Amazon Original series Do You Wanna Partner and now, in the real world.
This isn’t just a campaign; it’s a living story. Jugaaro is India’s first beverage brewed directly out of a fictional world; recreated with the same gondhoraj lemon twist audiences saw on screen. It’s storytelling that breaks the fourth wall; you don’t just binge-watch it, you sip it.
The Dharmatic Entertainment production Do You Wanna Partner, now streaming on Prime Video, follows two best friends chasing their dream of launching a beer venture in a male-dominated world. Starring Tamannaah Bhatia, Diana Penty, Jaaved Jaafery, Nakuul Mehta, Shweta Tiwari, Neeraj Kabi, Sufi Motiwala and Rannvijay Singha, the series celebrates resilience, chaos and the power of jugaad. Jugaaro carries forward that same spirit — brewed with hustle, heart and creativity, transforming a fictional brand into an immersive cultural experience.
 “Stories don’t have to fade out when the credits roll. With Coolberg Jugaaro, we’re pushing the boundaries of what fandom and storytelling can mean; by making fiction drinkable. This collaboration doesn’t just break barriers; it reimagines how FMCG, entertainment and culture can collide,” says Salloni Ghodawat, CEO, Ghodawat Consumer Limited.
For a limited time, Jugaaro will be available at over 3,500 trade stores, 50 modern trade outlets (including Nature’s Basket, Walmart, STAR Localmart and 7-Eleven), and 800+ popular dining spots such as Absolute Barbecues, Barbeque Nation and Wow Momo. It can also be ordered online through Blinkit, Zepto and Swiggy — making the reel-to-real experience just a click away.
At a time when experiential storytelling and mindful drinking are shaping the future of brands, Jugaaro stands as India’s first narrative-led crossover beverage, inviting audiences to raise a glass to fiction made real. |
