Hamdard RoohAfza + Barista = An Unexpected Twist.
RoohAfza is our country’s favourite drink for generations and we all have been experimenting with this thirst quencher to make different mocktails, milk shakes and even desserts. This time, Hamdard RoohAfza experimented with a delicious partnership with Barista Coffee Company to give us an unexpected twist.
What’s the new twist?
RoohAfza partners with the country’s coffee pioneer Barista to create two new exciting cold beverages, RoohAfza Shakerato and Masaaala RoohAfza. These two new drinks have created a surprising and an unexpected twist which will be available at 100 Barista outlets across India. YES! you heard it right. Now you can have RoohAfza beverages at Barista. <3
How’s the twist?
The two new RoohAfza beverages offer a completely new, different and surprising experience. Here are the two drinks:
The coffee fusion drink made with a twist of RoohAfza, Barista espresso shot and ice to give a nerve tingling experience. It’s a perfect drink for all the coffee lovers to go along with a beautiful morning.
This one is our favourite, RoohAfza Shaken and stirred with soda, shikanji masala with mint and ice to give it a tangy twist. A good drink to get instant rejuvenation on a hot day.
Speaking at the launch, Mansoor Ali, Chief Sales & Marketing Officer, Hamdard said, “This endeavor is a part of the transformational phase that Hamdard is currently in. One of the key focus areas is to establish a connect for RoohAfza with the millennials of today, and be available to them in the formats and environment they hang out in. There has been a perceptible move towards natural, herbal products in the consumer space, and RoohAfza sits naturally on this positioning. The two drinks, RoohAfza Shakerato and Masaaala provide for an edgy fusion of two sensational beverages, and we think this will go a long way in establishing alternate and myriad usages of RoohAfza all year long. We would also be introducing hot drink combinations for the oncoming winter season. We see this unique partnership with Barista as a long term strategic alliance, where heritage meets cool and gives the young consumers a twist they would love.
Speaking at the launch, Puneet Gulati, Chief Executive Officer, Barista said, “Innovation has been the corner stone to our success and that’s the mantra we would carry forward for future as well. Barista is excited to partner with Hamdard and launch a fresh new perspective in cold beverages. The proposed Coffee fusion drink RoohAfza Shakerato, nicely blends our coffee made from 100% Arabica beans and the established flavour of RoohAfza. Our endeavor is to line up more exciting offering in times to come. Our association with Hamdard is a testimony to the fact that we keep having newer reasons for guests to visit our stores.
They’re also planning to launch new RoohAfza desserts in the coming months.
Stay tuned and watch this space for more updates.