Ginger Grouse tackles rugby fans

Maxxium UK is supporting its new Ginger Grouse brand extension with a £3.1 million consumer marketing campaign.

Due to be rolled out across the UK this April, the 4% ABV ginger beer will play a leading role in Maxxium’s new three year sponsorship deal for the Famous Grouse brand as the Official Spirit of Scottish Rugby.

The Ginger Grouse has already been launched in Scotland across both the on- and off-trades, with an RRP of £2.20 for a 500ml bottle.

The UK-wide roll out will see the brand target a further 2,000 retail outlets and 4,000 on-trade venues with its bottle format, while a further 110 bars will be offered the draught version.

During the RBS Six Nations tournament, which kicks off at the beginning of February, ticket holders for Scotland’s home games at Murrayfield will be invited to taste the new product at The Ginger Grouse Bar inside the stadium.

Highlighting the 23 year link between the Famous Grouse and Scottish Rugby, Maxxium UK’s marketing director Peter Sandstrom, commented: “It is appropriate that Ginger Grouse takes a lead on this new sponsorship package, as it was during our first partnership with Scottish Rugby that The Famous Grouse serve with Ginger Beer first became popular, and was subsequently enjoyed by rugby fans visiting Murrayfield for many years. Now, we have developed this original serve to become the Ginger Grouse.”

The Ginger Grouse marks the latest addition to the alcoholic ginger beer market, which has seen a number of new product launches in recent years.

2012 saw Crabbies seek to broaden the appeal of its own version by introducing a canned format. Last year also saw Waitrose add an alcoholic ginger beer to its own label range.