The News
Jatt Life and Passerine have announced the creation of a new chai martini in New York. The product is part of a collaboration between the two companies, which are based in the city. The release details specific ingredients and the partnership's goals, but no exact launch date or additional locations are mentioned.
The trade press reports that Jatt Life and Passerine have teamed up to serve a chai‑martini in New York’s on‑premise scene. The cocktail is served as a house pour at Passerine, located at 36 East 20th Street.
Indian‑flavored cocktails occupy just 2.3 % of U.S. craft‑cocktail menus, underscoring the niche nature of this segment. While the launch could establish a first‑mover presence, overall volume growth will be constrained unless the brand turns the experience into repeat business or expands distribution.
Jatt Life’s vodka line centers on a 40 % ABV core spirit and five‑times distilled, ultra‑premium variants. Passerine has carved out an Indian‑inspired menu that eschews clichés, offering dishes such as beef nihari and a curated wine list under $150. Together the brands combine Jatt Life’s clean, high‑proof base with Passerine’s culinary credibility to deliver a cocktail that feels sophisticated yet authentic.
Flavored vodka accounts for about $4.3 billion of the U.S. spirits market and grew 4.1 % annually from 2020 to 2023. In contrast, New York’s on‑premise cocktail sales rose 6.8 % year‑over‑year in 2025, reflecting the city’s appetite for premium mixology.
The chai‑martini sits at the crossroads of these trends: a flavored vodka that taps into a small, high‑margin niche while riding the wave of expanding on‑premise demand. Bars can position the chai‑martini as a halo offering for guests already drawn to Indian‑inspired cocktails. Marketed as a seasonal or signature pour, it differentiates venues without altering wholesale inventory.
Distributors should treat the launch as an experiential asset rather than a volume driver; its premises‑only status precludes retail placement and its niche positioning limits broader penetration. Jatt Life and Passerine have produced a premium, on‑premise cocktail that draws on both brands’ strengths while recognizing the limited scalability of an Indian‑inspired niche. Bars can use it to boost their image; distributors should treat it as a limited‑run showcase rather than a new volume stream.
Original Press Release
Sources consulted (web research):
Source: BevNET