Constellation launches into ginger beer category
Constellation has launched into the ginger beer market with Stone's Refreshingly Feisty Ginger Joe.
The 4% ABV ginger beer has been in development for the last 12 months under its Stone's Original Green Ginger Wine brand. The product is to be sold in 330cl bottles with a recommended price of £2.49, and will target men and women in the 20 to 40-year-old age bracket.
It is currently being pitched to major brewers and pubcos such as Mitchells & Butlers, Young's, Punch and Enterprise and already has a deal with Liberation Brewery and will be listed with Makro in April.
The beer is to be marketed as a fun, quirky and slightly excentric brand focusing on Joseph Stone, the founder of the Stone's brand.
The company will invest £0.5m to drive trial and awareness among consumers, including a range of branded glasswear, bar runners and drip mats for the on-trade.
