Winkin’ Cow, a milkshake brand from Britannia, has announced a collaboration with Britannia Bourbon to launch a new offering, Bourbon Shake. The introduction of the Bourbon thick shakes signifies one of the first-ever category crossovers within Britannia, merging the classic flavor of Britannia Bourbon with Winkin’ Cow’s creamy richness to offer consumers an irresistible experience that breaks conventional boundaries.
Winkin’ Cow, since its inception in 2018, achieved a revenue of Rs 100 crore in FY22. With the launch of the Bourbon Shake, Winkin’ Cow embarks on a new journey of flavor exploration, marrying the classic taste of Britannia Bourbon with its signature milkshake expertise.
This indulgent beverage blends the distinct flavor of Britannia Bourbon with Winkin’ Cow’s expertise in milkshakes. It is specially crafted to appeal to new, younger consumers, reflecting Britannia Winkin’ Cow’s strategic initiative to attract a broader demographic with its innovative offerings.
Abhishek Sinha, chief business officer – Dairy, chief executive officer, Britannia Bel Foods, said, “We are excited to introduce our latest product under the Winkin’ Cow portfolio, the Bourbon Shake, which is an innovation poised to redefine beverage consumption nationwide. This new addition to our product portfolio, which stems from the fusion of two of the most iconic brands within Britannia, aligns with our goals to give consumers more of what they love and make our brand stronger.”
Amit Doshi, chief marketing officer of Britannia Industries, said, “As we commemorate 70 years of Britannia Bourbon, the brand’s collaboration with Winkin’ Cow heralds an exciting new chapter in Britannia’s history. This partnership represents an exciting fusion of two beloved icons, creating the Winkin’ Cow Bourbon Shake, a fusion of flavors that redefines indulgence.”
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Naresh Khanna – 10 February 2025
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