Kopparberg, the Swedish drinks brand best known for its cider and cocktails range, is launching a new alcoholic ginger beer.
Rolling out this month, the ginger beer (ABV 5%) is paired with a “sweet and citrusy flavour of orange”.
The brand noted that beyond cocktails and mixers, the alcoholic ginger beer sub-category share of sales has increased threefold. Popularity across ginger flavours is introducing younger drinkers into these categories, but, in the UK, range is said to be sparse, causing retailers to miss out on an important demographic.
Rob Salvesen, Head of Marketing at Kopparberg, commented: “We are really excited by the category and think we add something special in our understanding of younger consumers and flavour trends. The Ginger Beer category has been stagnant for some time with little innovation and excitement – we want to drive excitement into the category and, with the brand, bring a new audience.”
Kopparberg’s Orange Ginger Beer is rolling out in Tesco with availability in Asda from May.
