Product Launch - US: SPI Group's Stoli Ginger Beer
The new ginger beer is designed to make a Moscow Mule
SPI Group's Stoli Ginger Beer
Category - Soft drinks, ginger beer
Available - From this month
Location - US, nation-wide, on- and off-trade
Price - SRP of US$5.99 per four pack; comes in 8.4oz (24.8cl) cans
The US unit of SPI Group, Stoli Group USA, has released a ginger beer designed to be mixed with Stolichnaya vodka for a Moscow Mule cocktail.
Stoli Ginger Beer intends to capture renewed interest in the Moscow Mule cocktail, which also includes lime, Stoli USA said this week. “We saw the opportunity to make the Moscow Mule our own," said Michael Oringer, SVP of innovation & trade marketing at Stoli Group USA. "Stoli Ginger Beer is the first mixer to take advantage of the rapidly rising Moscow Mule trend.”
The launch will be supported by sampling events in 330 bars in Boston, Chicago, Dallas, Denver, New York, New Jersey, Philadelphia, Miami, Washington DC, and northern and southern California.
Stoli Vodka wants cocktail lovers to raise their copper mugs to one of America's trendiest and most original drinks, the Moscow Mule. To celebrate the resurgence of this invigorating cocktail, the vodka maker is giving taste buds a kick with the launch of its refreshing new Stoli(TM) Ginger Beer.
Simple at its core, the Moscow Mule is a distinctive drink made from three ingredients of vodka, ginger beer and lime, served over ice within its iconic copper mug, giving it a cold, metallic tang.
"As the original premium vodka brand, we saw the opportunity to make the Moscow Mule our own," said Michael Oringer, Sr. Vice President of Innovation & Trade Marketing at Stoli Group, USA. "Stoli Ginger Beer is the first mixer to take advantage of the rapidly rising Moscow Mule trend. Its bold taste, made with pure cane sugar and real ginger extract, was expertly blended to complement the smooth and robust flavor of Stoli vodka, delivering the perfect Mule cocktail."
To launch the new Stoli Ginger Beer, Stoli is inviting consumers to salute the Stoli Moscow Mule using the hashtag #RaiseYourMule. The campaign calls on America to trade in their usual drink for the spicy kick of a Stoli Moscow Mule--and join the resurgence of this cool-looking cocktail in its signature copper mug.
Stoli will take its Mule campaign trail across the country to engage fans with over 330 managed bar events across 12 markets including: Boston, Chicago, Dallas, Denver, New York, New Jersey, Philadelphia, Miami, Washington, D.C., and Northern and Southern California. Over 17,000 people are expected to receive samples of the cocktail in addition to Stoli-branded copper mugs and recipe cards. Fans are encouraged to use the hashtag #RaiseYourMule and upload photos with @Stoli across Instagram, Twitter and Facebook.
Stoli Ginger Beer will come in a 4-pack and be available from leading retail outlets and within on and off premise locations. The 4-pack will retail for $5.99.
Original source: Company Release
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