New Delhi: What if the drink your favourite characters sip on screen could suddenly land in your fridge? In a first-of-its-kind move for India, Coolberg, the country’s No.1 non-alcoholic beer brand, and Prime Video have taken a leap straight out of fiction with Jugaaro, a refreshing lemon-ginger non-alcoholic beer that exists both in the upcoming Amazon Original series Do You Wanna Partner and now, in the real world. This isn’t just another product launch. Think of it as a plot twist you can drink. Jugaaro is India’s first beverage brewed directly out of a fictional world, recreated with the same gondhoraj lemon kick you’ll spot on screen. It’s storytelling, you don’t just binge-watch, you sip it.
Do You Wanna Partner, produced by Dharmatic Entertainment and premiering September 12, 2025, on Prime Video, follows two best friends chasing their dream of launching a beer venture in a male-dominated world. Starring Tamannaah Bhatia and Diana Penty alongside Jaaved Jaafery, Nakuul Mehta, Shweta Tiwari, Neeraj Kabi, Sufi Motiwala, and Rannvijay Singha, the series celebrates grit, chaos, and the power of jugaad. Jugaaro mirrors that same spirit. Brewed with resilience, hustle, and a generous dash of creativity, it takes the show’s fictional brand and transforms it into a cultural experience audiences can now enjoy off-screen.
“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.
Jugaaro isn’t just staying on screen; it’s hitting the shelves near you. For a limited time, you’ll spot it at over 3,500 trade stores, 50 modern trade outlets including Nature’s Basket, Walmart, STAR Localmart, and 7-Eleven, and more than 800 buzzing spots like Absolute Barbecues, Barbeque Nation, and Wow Momo. And if you’d rather sip it from the comfort of your couch, Jugaaro is just a click away on Blinkit, Zepto, and Swiggy. At a time when mindful drinking is redefining what’s cool, Jugaaro lands not just as a refreshing new sip but as India’s first reel-to-real crossover, a drink that lets you raise a glass to fiction made real.
