- 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.
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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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