Old Jamaica, the UK’s number one ginger beer, has unveiled a new range of ginger ales which have been designed to appeal to tonic fans as they pair perfectly with gin, vodka, rum and whisky.
The new Old Jamaica Ginger Ale and Old Jamaica Rhubarb and Ginger Ale, deliver a bold and unique flavour, as they are the only ginger ales in the market to be made with authentic Jamaican root ginger. Available in one litre PET bottles with an RSP of £1, the duo will launch in 450 Tesco stores on the 27th September after making their debut in Asda stores in July.
Old Jamaica has launched the new ales to meet increasing consumer demand for ginger ale mixers, as one in four consumers already mix its existing lines with alcohol. The ginger ale market is growing at 20% year-on-year due to its versatility and consumers seeking an alternative to tonic, as it not only pairs perfectly with darker spirits like rum and whisky, but works just as well with vodka and gin, or it can simply be enjoyed on its own.
Terri Cooper, senior commercial manager at Old Jamaica, said: “We’re excited to launch our new range of ginger ales and tap into consumers’ growing demand for quality, versatile, flavoursome mixers that pair perfectly with a variety of spirits. Old Jamaica Ginger Beer is the UK’s number one, demonstrating our leading ginger-flavoured drink credentials. 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.
“Our ginger ales are uniquely made with authentic Jamaican root ginger and deliver a strong, refreshing taste both as a mixer or enjoyed on their own, so are suitable for all occasions.”
A wide-ranging communications investment strategy will support the product launch and aims to broaden Old Jamaica’s brand appeal, increase awareness, and position the brand as the authentic alternative within the soft drinks category. Activity across 2021 includes a £1m national TV campaign, social media activity and influencer collaborations.