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Say hello to Ginger Joe
Constellation is angling for a slice of the UK’s £21.8 million alcoholic ginger beer market with the launch of Stone’s Ginger Joe, which launches across both the off- and on-trade channels later this month.
With the company expecting the alcoholic ginger beer market to remain in double-digit growth for some time to come, Constellation is keen to offer drinkers an alternative to current market-leader Crabbie’s from Halewood International.
Made from pure ground ginger and Stone’s famous Ginger Wine, Ginger Joe will be offered in 33cl bottles with an off-trade RRP of £1.60.
The Ginger Joe character found on the bottle and on all marketing materials is inspired by "Ginger" Joseph Stone, a moustachioed London greengrocer and the founder of the house of Stone.
The company’s research found that female consumers in particular found the typical 50cl Crabbie’s bottle slightly too big for their own requirements, hence the slightly smaller bottle size which, it hopes, will pull more female consumers into the alcoholic ginger beer category.
Clare Griffiths, vice president European marketing for Constellation Wines Australia & Europe, said: "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.
“Ginger Joe’s overall concept has been extensively researched with consumers so we know they love the 330ml bottle size, design and most importantly the taste.
"The bold, distinctive bottle design including its memorable moustache and catchy rhythmic name will help give the brand standout on shelf and strong consumer recall.
"Ginger experts, Stone’s, will bring the same craft, heritage and quality that has bought us success in the ginger wine market to the alcoholic ginger beer category – ensuring Ginger Joe proves to be yet another successful addition to the Constellation portfolio”.
Alan Lodge, 02.03.2011