Coolberg Partners with Prime Video’s ‘Do You Wanna Partner’

Prime Video and Coolberg have announced their first-of-its-kind collaboration for Amazon’s upcoming Original series, Do You Wanna Partner, a quirky and vibrant story about two best friends who join forces to launch a beer start-up. Ahead of the series’ launch, Prime Video and Coolberg are bringing the show’s signature concoction to life with the refreshing Coolberg Jugaaro Lemon-Ginger non-alcoholic malt beverage. In a notable parallel, Coolberg is led by three ambitious women, Salloni Ghodawat, CEO; Yashika Keswani, Co-Founder; and Ritika Agrawal, Brand Lead.

This collaboration between digital streaming and the food-and-beverage sectors redefines how brands connect with new-age audiences. With India home to over 116 million Gen Z consumers (Mintel Report), mindful drinking is shaping beverage trends, and Coolberg stands at the forefront of this cultural shift.

The Coolberg story, the flagship brand of Ghodawat Consumer Limited (GCL), is deeply connected to the aim of offering a premium, alcohol-free alternative for Indian consumers. Today, under the leadership of Salloni Ghodawat, CEO of GCL, Coolberg – alongside To Be Honest (a 100 per cent real-fruit-and-vegetable snack brand) and another youth-focused startup acquired by GCL – is resonating strongly with Gen Z and Millennials. Together, these brands are rewriting the FMCG playbook with inclusivity, innovation, and bold choices.

The collaboration with Prime Video links on-screen storytelling with off-screen innovation. Just as the series’ protagonists combat the odds, Coolberg’s leadership team – including Salloni Ghodawat, Yashika Keswani, and Ritika Agrawal – embodies the same spirit of challenging conventions and building iconic lifestyle brands.

Speaking on the collaboration, Salloni Ghodawat, CEO, Ghodawat Consumer Limited (GCL), stated, “At Ghodawat Consumer Limited, we believe great brands are built on stories of resilience and inclusivity. Coolberg’s journey, much like the series- DoYouWannaPartner, is about women breaking barriers and shaping new possibilities in the industry. WithCoolbergJugaaro, 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 limited-edition Coolberg Jugaaro Lemon Ginger will be available across 3,500+ GT stores, 50 MT outlets (including Nature’s Basket, Walmart, STAR Localmart, and 7-Eleven), 800+ HoReCa destinations (Absolute BBQ, BBQ Nation, Wow Momo), and leading quick-commerce platforms such as Blinkit, Zepto, and Swiggy.

Set against the vibrant chaos of urban life, the series follows the duo as they carve a niche in the male-dominated world of craft beer. As they defy norms, bend rules, navigate eccentric encounters, and brew their destiny with style, tenacity, and a whole lot of jugaad, Do You Wanna Partner offers a sharp yet heartening portrait of female ambition and agency. With its offbeat yet heartwarming storytelling, the series captures the highs, lows, and beautiful mess of building something from scratch.

Produced under the banner of Dharmatic Entertainment, the light-hearted series is produced by Karan Johar, Adar Poonawalla and Apoorva Mehta, executive produced by Somen Mishra and Archit Kumar, and directed by Collin D’Cunha and Kumar. Do You Wanna Partner is written by Nandini Gupta, Aarsh Vora and Mithun Gangopadhyay, and created by Gangopadhyay and Nishant Nayak. Starring Tamannaah Bhatia and Diana Penty in lead roles, alongside Jaaved Jaafery, Nakuul Mehta, Shweta Tiwari, Neeraj Kabi, Sufi Motiwala, and Rannvijay Singha.

With the series premiering on 12 September on Prime Video, audiences can join the celebration by tasting Coolberg Jugaaro in real life – a cultural moment that honours mindful drinking, creative storytelling, and women reshaping industries with resilience and innovation.