Shaken, stirred and delivered: The perfect blend of logistics solutions for Jimmy’s Cocktails
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.
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.
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:
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
Measure and pour: Distribution network
Combine flavours: Warehouse optimisation
Serve in a chilled glass: Last-mile logistics
Garnish: Add value to the supply chain
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.
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.
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