For nearly a century, alcohol has been built around endurance, the burn you’re told to “appreciate,” the mystery botanicals you’re meant to hunt down like clues, the rituals you’re told make it taste better. Every brand has tried to make its version smoother, rarer, and older. But maybe it’s time someone asked: what if we just made it fun? That’s where Jigger comes in. 

Jigger was created as an alcohol brand that solves the problems people have with alcohol. In a way, it’s an Anti-Alcohol, Alcohol Brand, not because it’s against alcohol, but because it’s against everything that makes it difficult. The harsh burn, the smell, and the heavy aftertaste are gone. In their place: smooth tastes, easy sips, and the kind of joy that doesn’t need instructions. No mixers. No chasers. No pretence.

That’s what makes Jigger Shots, India’s first ready-to-serve (RTS) shots, more than a product launch. It’s a cultural shift. The debut collection features three signature tastes that pour like stories. Litchi Rose | First Crush pours like young love — bright, floral, and fleeting in the best way. Coffee Toffee | Sneaky Treat layers caramel and milk chocolate, a nod to the sweet little secrets and birthday toffees pocketed to enjoy later. Meetha Paan | Late Night is cool, aromatic, and refreshing, a memory of long drives, soft laughter, and midnight stops at the paan shop. Every variant is triple-distilled, gluten-free, made with pure Himalayan water, and designed to be enjoyed straight up or over ice.  

And because Jigger isn’t just about what’s in the bottle, it looks the part, too. Each bottle is dressed to celebrate, inspired by Indian fashion and jewellery, wrapped with patterns and gold detailing that are festive and full of character. It’s not meant to blend into the back bar; it’s meant to stand out on the dance floor, to be shared, to be photographed, and to be opened with a smile.

Now, Jigger begins its journey in India, launching first across Himachal Pradesh and Uttarakhand, followed by Delhi, Haryana, and Goa. As distribution expands, rollouts will continue state by state through 2025. The 750 ml Celebration Bottle, priced between INR 1,670 and INR 1,900 (depending on state), is made for gatherings, while the 60 ml Double Serve (around INR 200) offers two quick pours – no fuss.

But the ambition stretches far beyond a single product. Jigger is designed as the foundation of a much bigger Indian ready-to-drink movement, a platform for Indian innovation, tastes, and storytelling. The roadmap is already expanding, from new formats and flavours to collaborations across music, fashion, and culture, all built around one promise: that alcohol can be proud and playful, rooted and revolutionary.

What makes this story special is its beginning. Founders Anubhav Khanna and Jashan Pahwa didn’t inherit a legacy distillery or a global supply chain, but they shared a single idea: that Indian memories deserve a seat at the global bar. It’s a story built not in boardrooms, but in small tasting rooms – one idea, one experiment, one belief at a time. What started as a small experiment between two friends has now become a category-defining brand. 

“Jigger is India in a bottle, a muddle of our tastes, colours, and stories,” says Anubhav Khanna, Co-Founder & CEO. “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 is writing its own playbook that is bold enough to break rules, rooted enough to celebrate home, a little rebellious, entirely Indian, and ready to serve.