Refresco's Old Jamaica Ginger Ale mixer range - Product Launch - Just Drinks
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Refresco’s Old Jamaica Ginger Ale mixer range – Product Launch

By Rhodri Morgan 22 Sep 2021 (Last Updated September 23rd, 2021 14:24)

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

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

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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