Radiohead Brands, makers of Jimmy’s Cocktails, India’s leading non-alcoholic mixers company, introduces The New Old Fashioned cocktail mixer.

Crafted by Yangdup Lama, one of the world’s leading mixologists, The New Old Fashioned is a welcome addition to the Jimmy’s Cocktails portfolio. Patrons and lovers of the good Old Fashioned have been looking forward to a product like this.

Commenting on the new variant, Yangdup Lama, Head of Product, Jimmy’s Cocktails, said, “With the release of the “New Old Fashioned” by Jimmy’s, The Fine and favourite All time classic with all its complexities is soon going to be a household name in cocktail experience across people’s homes. This finely balanced depth of aroma and taste is bound to take cocktail experiences to a new high. Cheers to life and Cheers to the New Old Fashioned”

The Old Fashioned holds a special place for whiskey and cocktail lovers around the world. Also considered as “the original cocktail”, The Old Fashioned’s history can be traced back to the 1800s. Initially, “old fashioned” was more of a way of ordering a combination of bitters, water, and sugar with the spirit of choice. It is much later that whiskey became the go-to liquor in the mix and gave rise to Old Fashioned the cocktail we know today.While the appeal of this drink has been universal, few people make it at home given the delicate balance it demands. The team at Jimmy’s set out to address just that and has made the perfect component to this legendary drink available to consumers across the country.

The New Old Fashioned from Jimmy’s, while best enjoyed on ice mixed with whisk(e)y, lends itself well to a variety of spirits and can also be enjoyed straight up as a refreshing non-alcoholic beverage. Its flavour profile, yet again, is a testimony to India’s fast-growing love for cocktails and a new homegrown ability to create world-class craft beverages that take the innovation game to a whole new level.

Commenting on the new product, Ankur Bhatia, founder and chief executive officer of Radiohead Brands, said, “We set out to create the best Old Fashioned a few moons back, and what we have achieved after months of planning, multiple rounds of tastings and product development, is truly a game changer for us, and our consumers. The New Old Fashioned delivers the complexity of a bar-made drink, while providing the convenience of making the drink at home to our consumers. The product meets all benchmarks of a good Old Fashioned cocktail, and delivers the drinking experience consumers expect from bars.”

The New Old Fashioned is the eighth cocktail mixer from Jimmy’s Cocktails. They’d launched the Gin Cherry Sour in partnership with Greater Than Gin earlier this year. Available in 250ml bottles priced at ₹99, The New Old Fashioned serves four cocktails as opposed to two cocktails made with all other variants, and has only 25 calories per serve. The new variant is available in limited-edition Explorer Kits exclusively on jimmyscocktails.com, and will be made available across the country and leading quick commerce platforms soon.

Founded by Ankur Bhatia and Nitin Bhardwaj, Jimmy’s Cocktails was conceived to bring a world-class craft cocktail experience to consumers’ homes at a convenient and affordable price point. In a short span, the brand has become the fastest-growing brand in the new and upcoming spirits mixers category.