In a unique crossover between digital entertainment and the FMCG space, Prime Video and Coolberg have announced their first collaboration for Amazon’s upcoming Original series ‘Do You Wanna Partner’.

The lighthearted drama, centred on two women navigating their way through the male-dominated craft beer industry, will now extend its story off-screen with the launch of Coolberg Jugaaro Lemon-Ginger a limited-edition non-alcoholic malt beverage.

According to Prime Video, the series marks a landmark integration between streaming content and the beverage industry. Coolberg, India’s leading non-alcoholic beer brand, is spearheaded by three women leaders — Salloni Ghodawat (CEO), Yashika Keswani (Co-founder), and Ritika Agrawal (Brand Lead). The collaboration mirrors the series’ narrative of women-led ambition and innovation, blurring the line between fiction and reality.

Salloni Ghodawat, CEO of Ghodawat Consumer Limited (GCL), said, “Coolberg’s journey, much like the series Do You Wanna Partner, is about women breaking barriers and shaping new possibilities. With Jugaaro, we want to offer not just a refreshing product but also a reminder that the future of FMCG belongs to diverse voices and fearless ideas.”

The Coolberg Jugaaro Lemon-Ginger variant will be available across 3,500+ general trade stores, 50 modern trade outlets including Nature’s Basket, Walmart, and STAR Localmart, 800+ HoReCa destinations such as BBQ Nation and Wow Momo, as well as on quick-commerce platforms including Blinkit, Zepto, and Swiggy.

Produced by Dharmatic Entertainment and backed by Karan Johar, Adar Poonawalla, and Apoorva Mehta, ‘Do You Wanna Partner’ stars Tamannaah Bhatia and Diana Penty in lead roles, alongside Jaaved Jaafery, Nakuul Mehta, Shweta Tiwari, Neeraj Kabi, Sufi Motiwala, and Rannvijay Singha. The series is directed by Collin D’Cunha and Kumar, and premieres on September 12 on Prime Video.

By combining on-screen storytelling with an off-screen product experience, the collaboration reflects larger cultural shifts shaping India’s Gen Z consumer base — particularly the rise of mindful drinking. As the protagonists of the show hustle their way through challenges to carve a space in the beer industry, Jugaaro gives audiences a taste of that spirit in real life.