Subscriber login Close [x]
remember me
You are not logged in.

Stone's enters the alcoholic ginger beer category

Published:  24 February, 2011

Constellation is shaking up the alcoholic ginger beer category with the roll out of Stone's Ginger Joe.

Constellation is shaking up the alcoholic ginger beer category with the roll out of Stone's Ginger Joe.

Created by ginger experts Stone's, who have been producing ginger wine for over 250 years, the drink contains pure ground ginger and Stone's Ginger Wine. It will be available across the on and off-trade from this month.

The UK alcoholic ginger category is currently worth £21.8 million, according to Constellation, and double-digit growth is expected to continue. Halewood International were largely responsible for creating the category in mid-2009 with the launch of Crabbie's, which is available in its original 50cl bottle, along with a recently launched 70cl sharing bottle and 33cl multipack.

In contrast, Ginger Joe will only be available in a 33cl bottle (rrp £1.60 in off-premise) after research revealed females were daunted by a larger bottle and a smaller bottle retains coldness and carbonation better, Constellation said.

Clare Griffiths, vice president European marketing for Constellation Wines Australia & Europe, added: "Stone's Ginger Joe is a major launch in the relatively new, dynamic ginger category. We pride ourselves on spearheading innovation and bringing successful new brands to market and this launch represents a major brand investment by Constellation. We have a strong support package in place for licensees and retailers alike in order to drive visibility, trial and ultimately sales of this exciting new brand."

The name Ginger Joe is inspired by 'Ginger' Joseph Stone, a moustachioed London greengrocer and founder of the house of Stone. An image of an orange moustache will appear on packaging and branded glasswear and it will also form the basis of promotional and experiential activity for consumers, such as tache hunts and games.

Keywords: