Product Launch - UK: Stone's Ginger Joe, alcoholic ginger beer
By just-drinks.com editorial team | 28 February 2011
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Stone's Ginger Joe, alcoholic ginger beer from Constellation/Accolade Wines |
Stone's Ginger Joe alcoholic ginger beer
Category - Alcoholic Ginger Beer, 4%abv, 33cl bottles
Available - On shelves by April
Location - UK off-trade and on-trade
Price - GBP1.6 (US$2.6) per 33cl bottle in the off-trade, GBP2.49 in the on-trade
Encouraged by the early success of Crabbie's alcoholic ginger beer, the ex-Australia and Europe division of Constellation Brands - soon to be renamed Accolade Wines - has launched Ginger Joe under its Stone's brand, already well-known for producing Stone's Ginger Wine.
The UK's alcoholic ginger beer category is valued at GBP21.8m. Accolade will back the launch of Ginger Joe with a GBP0.5m spend, although it will not launch above-the-line advertising campaigns on television, radio or consumer print media. Instead, money will be spent on other forms of marketing, such as consumer sampling and social media campaigns.
Sectors: Beer & cider, Product launches
Companies: Constellation
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Product Launch - UK: Stone's Ginger Joe, alcoholic ginger beer
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There is currently 1 comment on this article
Funny how when someone comes up with a good idea, there suddenly become lots of followers! Ginger Joe will have it's work cut-out trying to compete with Crabbie's AGB, which created the sector and it could be argued that Constellation, post-sale should stick to wines!
Brian George - Get Wine Wise said at 4:00 pm, March 2, 2011
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