In a strategic expansion beyond its cocktail origins, Jimmy’s has launched a limited-edition Thandai just in time for Holi celebrations, showcasing the brand’s evolution from niche cocktail startup to mainstream beverage contender.
This seasonal offering features an authentic, premium formulation crafted with real saffron, almonds, and traditional spices. Unlike mass-produced alternatives, Jimmy’s Thandai maintains the texture and integrity of its ingredients, providing both rich flavor and the satisfying crunch of actual nuts and spice fragments—a hallmark of traditionally prepared Thandai.
The product launch represents Jimmy’s growing diversification into culturally relevant seasonal beverages while maintaining its commitment to high-quality, natural ingredients. By releasing a festive Indian drink alongside their established cocktail mixers, Jimmy’s demonstrates their understanding of the Indian market’s appreciation for both contemporary and traditional offerings.
Distribution strategy also reflects the brand’s modern approach, with the limited-edition Thandai available exclusively through quick-commerce platform Blinkit. This digital-first availability creates a sense of urgency and exclusivity, as quantities are limited for the Holi season.
The move signals Jimmy’s ambition to position itself not merely as a cocktail brand but as a comprehensive beverage company capable of producing premium offerings across various drink categories, potentially targeting other seasonal and festival-specific opportunities throughout the Indian calendar.
