Coca-Colas new ginger-flavoured Coke is initially available in Australia

Coca-Cola's new ginger-flavoured Coke is initially available in Australia

The Coca-Cola Co has launched a ginger Coke for the first time as it tries to tempt young adults back into soda with new flavours. 

The limited-edition Coca-Cola Ginger is rolling out in Australia over the Summer, the company's South Pacific unit said today. It is described as a ginger "twist" on the classic Coke taste, aimed at attracting occasional and lapsed Coca-Cola drinkers.

It is unclear if Coca-Cola Ginger will roll out elsewhere, however a spokesperson for Coca-Cola South Pacific said other markets are interested in the flavour.

Coca-Cola said the new launch is a result of recognising a "significant commercial opportunity" for ginger-flavoured carbonated soft drinks, with consumer research revealing that the market share in Australia is worth AUD80m (US$61m) and growing.

"We are confident the new flavour will be perfect for our audience, with research revealing that ginger is particularly popular during the Summer months," said Marina Rocha, Coca-Cola South Pacific's marketing manager. "Introducing Coca-Cola Ginger to market is the ideal way to spearhead our Summer campaign that we're confident will capture the imagination of Australia."

Coca-Cola Ginger will be backed by a multi-million dollar marketing campaign, Coca-Cola said. Packs will be available in Coles, Woolworths, independent retailers and petrol and convenience stores in Australia in a variety of pack sizes. 

The new flavour comes as Coca-Cola steps back from its Coca-Cola Life brand in some markets. Last month, Coca-Cola told just-drinks that the stevia-sweetened, mid-calorie cola has been reclassified as a "niche" product in Western Europe.