Restaurant India News: Jigger Launches India’s First Ready-to-Serve Shots, Redefining Modern Drinking Culture

For decades, the global alcohol industry has been built around endurance — the sharp burn, complex rituals, and layered flavors consumers are told to “appreciate.” Every brand has focused on being smoother, rarer, or older. But Jigger, a new Indian alcohol brand, is challenging that approach with a simple question: what if drinking could just be fun?

Jigger positions itself as an “Anti-Alcohol, Alcohol Brand,” not because it’s opposed to alcohol, but because it aims to remove everything that makes the experience uncomfortable. The harsh burn, strong odor, and heavy aftertaste have been replaced with smooth textures, clean flavors, and an easy-drinking experience. The brand’s philosophy is clear — no mixers, no chasers, no complications.

The launch of Jigger Shots marks a new chapter in India’s beverage landscape as the country’s first ready-to-serve (RTS) shots brand. The debut collection features three signature flavors crafted around relatable Indian experiences. Litchi Rose | First Crush captures the brightness and sweetness of young love with floral undertones. Coffee Toffee | Sneaky Treat blends caramel and milk chocolate, inspired by childhood indulgence and shared secrets. Meetha Paan | Late Night brings cooling and aromatic notes reminiscent of long drives and post-dinner conversations.

Each variant is triple-distilled, gluten-free, and crafted with pure Himalayan water. The products are designed to be enjoyed straight or over ice, making them suitable for modern consumers who value convenience without compromising on quality.

Beyond the liquid, Jigger emphasizes design as part of its brand identity. Each bottle features patterns and gold accents inspired by Indian fashion and jewellery, intended to reflect festivity and individuality. Unlike traditional alcohol packaging that blends into a bar setup, Jigger’s bottles are built to stand out at parties and social gatherings, creating visual appeal for consumers and hospitality venues alike.

The brand’s launch begins in Himachal Pradesh and Uttarakhand, followed by expansion to Delhi, Haryana, and Goa. Nationwide rollout will continue through 2025. The 750 ml Celebration Bottle, priced between Rs 1,670 and Rs 1,900 depending on state, is aimed at group occasions, while the 60 ml Double Serve (around Rs 200) offers convenience and affordability for casual settings.

However, Jigger’s ambitions extend beyond a single product category. The founders intend to position the brand as part of a larger Indian ready-to-drink movement, combining local innovation with cultural storytelling. Upcoming plans include new flavor launches, collaborations across fashion, music, and lifestyle sectors, and a long-term goal of taking Indian-made beverages to global markets.

Founders Anubhav Khanna and Jashan Pahwa developed Jigger from the ground up, without a legacy distillery or multinational network. Their motivation stemmed from a shared belief that “Indian memories deserve a seat at the global bar.” The brand’s development was rooted in small tasting sessions and experimentation, evolving from a concept between friends into a category-defining business.

“Jigger is India in a bottle, a muddle of our tastes, colours, and stories,” says Anubhav Khanna, Co-Founder & CEO, Jigger. “We’ve reimagined alcohol as something joyful and easy, made for how India actually celebrates. And this is just the beginning; we won’t stop till we make India proud on the global stage.”

Jigger’s strategy represents a shift in how Indian consumers may experience alcohol — focusing on simplicity, taste, and cultural relevance rather than heritage or complexity. Its entry signals a fresh direction for India’s hospitality and beverage industry, one that combines global quality standards with distinctly Indian character.