Jugaaro, a lemon-ginger non-alcoholic beer from Coolberg & Prime Video, turns fiction into reality with a refreshing reel-to-real crossover.
Jugaaro
What happens when streaming and sipping collide? You get Jugaaro, a first-of-its-kind lemon-ginger non-alcoholic beer born from a collaboration between Coolberg and Prime Video.
Making its debut in Do You Wanna Partner, now streaming on Prime Video, Jugaaro first appeared as a fictional brand in the series produced by Dharmatic Entertainment. The show follows two best friends, played by Tamannaah Bhatia and Diana Penty, as they hustle to break into the beer industry in a male-dominated world. But the on-screen brew has now spilled over into reality crafted by Coolberg with the same gondhoraj lemon kick seen in the series.
These days, reel-to-real crossovers are fast becoming a cultural trend from fashion and food to fandom-inspired collectibles. Jugaaro taps right into that wave, blurring the line between what you watch and what you consume. For audiences, it means more than just a refreshing sip, it’s a chance to participate in the story, to carry a piece of screen magic into everyday life. With this launch, Coolberg and Prime Video aren’t just serving a drink; they’re offering a taste of how entertainment can spill over into reality, one fizzy plot twist at a time.
In a world where reel often shapes real, Jugaaro captures the spirit of this cultural shift, turning a fictional sip into a tangible experience. More than just a beverage, it invites consumers to step inside the story, proving that sometimes the most unexpected plot twists are the ones you can actually taste.
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