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September 22, 2021updated 23 Sep 2021 2:24pm

Refresco’s Old Jamaica Ginger Ale mixer range – Product Launch

The launch will be supported by a UK-based marketing push that includes a GBP1m (US$1.36m) TV ad spend.

  • Category – Soft drinks, ginger
  • Available – From this week
  • Location – The UK in selected off-premise
  • Price – SRP of GBP1 (US$1.36) per 1-litre bottle

Refresco has launched a range of mixers from its Old Jamaica ginger beer brand.

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Old Jamaica Ginger Ale and Old Jamaica Rhubarb & Ginger Ale are available now from UK-based supermarkets Asda and Tesco. According to the brand owner, the SKUs are the only ginger ales in the market to be made with authentic Jamaican root ginger.

To support the launch, Refresco is rolling out a marketing push until the end of the year, comprising a TV campaign spend of GBP1m (US$1.36m) as well as Social Media and influencer-led activity.

“Old Jamaica Ginger Beer is the UK’s number one, demonstrating our leading ginger-flavoured drink credentials,” said Old Jamaica’s senior commercial manager, Terri Cooper. “Drawing on our leading position, we firmly believe we have created a truly unrivalled and innovative ginger ale taste experience that supports our mission to offer tonic fans a better, all-round mixer option.”

Refresco inherited Old Jamaica almost four years ago through the acquisition of then-brand owner Cott Beverages from Cott Corp.

In July, Reed’s launched a campaign to promote its namesake ginger ale in the US that included a mobile truck delivering product samples.

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Understand the impact of decreasing sugar consumption on the F&B market

Growing consumer concern regarding health and wellbeing has increased the focus on reducing sugar consumption. This has driven food and beverage manufacturers, alongside governments, to take measures to meet this challenge. In addition, the pandemic heightened the focus on self-care, including implementing healthy eating to support the immune system. Now more than ever, consumers are paying attention to the amount of sugar and calories in the products they purchase. Access GlobalData’s new whitepaper, The Sugar Reduction Challenge – Past, Present and Future Outlooks within Beverages, to better understand the recent trends in sugar demand, how manufacturers and governments have responded to the challenge, and what solutions are available to the industry. The white paper covers:
  • The key factors behind the recent trends in sugar consumption
  • What is driving consumer choices when shopping for food and beverages?
  • How companies and governments are stepping up their efforts to meet consumers’ expectations
  • The outlook for sugar demand
  • Which ingredients stand to benefit from these future developments?
Enter your details here to receive the free whitepaper.
by GlobalData
Enter your details here to receive your free Whitepaper.

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