Maersk’s domestic landside transportation network enabled the beverage brand to reduce damages and improve delivery and warehousing.

“I wish I could make this at home.” Many people out there who love a good cocktail, often think this. But not many want to go through the trouble of buying all the different ingredients it would entail. Jimmy’s Cocktails understood this and came up with a solution – a variety of mixers that could be used to make some of our favourite cocktails and mocktails at home.

glass bottles filled with liquid juice

Crafted for convenience

Radiohead Brands, a disruptive consumer brands company, launched Jimmy’s Cocktails in 2019 in Gurugram, India, and kickstarted operations a year later with six non-alcoholic mixers that could be enjoyed directly or combined with alcohol. Their goal was simple – let people across the country enjoy a good drink without the need to visit a high-priced bar – right in the comfort of their own homes.

Four years later, Jimmy’s Cocktails has grown to be a top choice for consumers, owing to its wide range of finely crafted products, from cocktail mixers and iced teas to bar accessories.

Each month, around 640,000 bottles are manufactured at the company’s plant near Nasik and then transported to warehouses in Gurugram, Nasik and Bengaluru. From there, the mixers are distributed to retailers and customers in over 400 cities through online and offline channels.

Maersk Blue Van

A supply chain on the rocks

Jimmy’s Cocktails had big plans. They saw potential for their product, not just in tier-1 cities where consumers were used to ordering cocktails at bars, but also in tier-2 cities where the choices were limited. The lack of a good bar did not have to deter anyone from enjoying an icy margarita or sipping on a delicious whiskey sour.

For this to work, the brand made pathways in cities across the country. Alongside brick-and-mortar retail stores, Jimmy’s Cocktails set up their own e-commerce website and tied up with various other digital marketplaces.

For bars and restaurants, service plays a big role. For B2C businesses, it’s about delivery. The quality of the customer’s products ensured demand. But the challenge lay in delivering the drink at the right time and place. This meant setting up extensive distribution networks and a robust last-mile delivery system.

Like most D2C brands, Jimmy’s Cocktails opted for a third-party logistics (3PL) provider. They initially partnered with local courier companies for their pan-India distribution. However, as the company grew, they started facing multiple supply chain limitations. Reaching their 5,000+ delivery destinations became a challenge, and like with other FMCG products, theft and breakage were starting to take a toll on their profits. The sourcing of packaging materials also turned out to be a hurdle.

In search of the missing ingredients

To keep their growth steady and boost their supply chain network, Jimmy’s Cocktails needed a single partner to handle their logistics from end to end. A partner that could provide:

Handshake pictogram
Service Level Assurance and Service Level Agreement (SLA)
To streamline their fragmented B2B and B2C businesses to reduce their overall turnaround time.
A one-stop tracking solution with end-to-end shipment visibility.
Protection against pilferage of goods and damage during transportation.
Enhanced transparency
Price transparency
Simplified billing without the burden of hidden charges and billing discrepancies.

The Maersk infusion

The best cocktail can fall flat without the right ingredients in the right proportions. The same thought was adopted to Jimmy’s Cocktails’ supply chain operations. With quality and expertise in mind, the company approached Maersk to help them navigate their supply chain challenges. We studied the various facets of their business model and came up with a 5-step recipe for success.

Gather what you need: Product transport

Maersk took over the transport of Jimmy’s Cocktails stock from their manufacturing unit in central India to their warehouse in Delhi. For this, we provided full truck loads in closed-body vehicles. This ensured the safe and secure transfer of their materials from factory to warehouse.

Measure and pour: Distribution network

Maersk provided last-mile distribution from the customer’s Delhi warehouse to their distribution network for the consumer market.

Combine flavours: Warehouse optimisation

Delighted with the services provided by Maersk, the customer made Maersk a partner in their pan-India expansion. This included our network of warehouses in Farrukh Nagar (North India) and Bhiwandi, Mumbai (West India).

Serve in a chilled glass: Last-mile logistics

In the next leg, we delivered last-mile and e-commerce D2C distribution from our warehouses in Farukh Nagar and Bhiwandi.

Garnish: Add value to the supply chain

We extended our offerings to provide transportation for the export-import of raw materials and finished goods.

Our domestic distribution offering for Jimmy’s Cocktails also included:

  • A high-end TMS system that optimises the entire transportation process, from confirming indent booking to secure invoicing
  • 100% GPS-enabled fleet with e-lock security
  • A single-window solution for all types of integrated logistics and transportation services

The sweet taste of success

Any good partnership is based on trust. Jimmy’s Cocktails trusted us to improve supply chain agility by expertly managing their domestic logistics to ensure vendors are always stocked and consumers are always happy. This partnership has resulted in:

  • 30% reduction in turnaround time: Express delivery for their dealer and distributor direct to market has resulted in one of the best turnaround times in the industry.
  • Significant drop in product damage: Maersk’s safety measures ensured that the primary cargo of glass bottles was handled with care. This has resulted in minimal breakage during transportation and drastically reduced damage costs.
  • Cost efficiency: The customer also benefited from improved cost efficiency across defined lanes.

Ready for another round with Maersk

Going forward, Jimmy’s Cocktails has entrusted us with helping them further expand their footprint in India. Alongside our warehouses in Farrukhnagar and Bhiwandi, we are working on operating a satellite distribution centre for the customer from our Maersk warehouse in Kolkata to cater to their growing markets in west and southwest India.

Partnering with Maersk has been a delightful experience. Maersk has an excellent team that operates efficiently without reminders. Their on-time allotment of vehicles is appreciated. We started our partnership with just domestic distribution, but now we have expanded to warehousing, imports and D2C as well.

Sunil Oberoi
Sunil Oberoi
VP Operations, Radiohead brands
Person carrying load in warehouse

Capture the domestic market with Maersk

Across India, Maersk has bolstered its logistics capabilities to cater to the country’s unique supply chain landscape. We provide an extensive inland logistics network supported by world-class expertise and local know-how. This ensures optimized routing to deliver your cargo where it needs to go, without any speedbumps.

And when your business requires a secure facility for your cargo along its supply chain journey, Maersk’s warehouses – strategically located close to major cities and manufacturing hubs – provide the opportunity to consolidate your shipments and improve stock inventory closer to key markets.

The result: a seamless supply chain made possible with logistics solutions tailored to your business’s specific needs.

Mail our experts at to learn how Maersk’s end-to-end logistics solutions can boost your domestic supply chain.
Discover more about our domestic distribution network in India.

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