Winkin’ Cow, India’s milkshake brand under the umbrella of Britannia, has now collaborated with Britannia Bourbon, marking a significant milestone in both brands’ legacies. The introduction of the Bourbon thick shakes signifies one of the first-ever category crossovers within Britannia, merging the classic flavour of Britannia Bourbon with Winkin’ Cow’s creamy richness to offer consumers an irresistible experience that breaks conventional boundaries.

Since its inception in 2018, Winkin’ Cow in FY 2022, achieved an impressive growth, clocking a revenue of Rs 100 crore. The brand has captured the hearts of consumers nationwide with its creamy richness and diverse flavour offerings. Now, with the launch of the Bourbon Shake, the brand embarks on a new journey of flavour exploration, marrying the classic taste of Britannia Bourbon with its signature milkshake expertise, said the company.

Amit Doshi, chief marketing officer, 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, resulting in the creation of the Winkin’ Cow Bourbon Shake, a fusion of flavours that redefines indulgence. Through this collaboration, we aim to not only honour the legacy of India’s original Britannia Bourbon biscuit, but also to push boundaries and create unique experiences for our consumers. The Winkin’ Cow Bourbon Shake embodies our commitment to craftsmanship and innovation, reflecting our dedication to delivering exceptional quality and taste in every sip.”

Abhishek Sinha, chief business officer – dairy, CEO, 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. The increasing demand for flavoured milk and dairy products in the Indian market fuels our commitment to innovation. As pioneers in infusing the original Britannia Bourbon flavour into shakes, this launch holds particular significance for our brand as it expands our chocolate-flavour range, to meet the growing demand from chocolate enthusiasts.”