Following a successful Scottish launch, Maxxium UK will roll out its brand new premium alcoholic ginger beer, Ginger Grouse – from the makers of The Famous Grouse – across the UK in 2,000 retail stores and 4,500 on trade outlets from this March.
Ginger Grouse is a spirit based alcoholic ginger beer blending a splash of whisky with ginger and refreshing citrus, best enjoyed over ice with a wedge of fresh lime. A bespoke Ginger Grouse tankard has also been created reflecting brand’s unique style.
The 4.0% ABV drink is available in 500ml bottles (RRP £2.20) as well as on draught in selected outlets – a first for the category. The retro-styled font brings the brand to the front of the bar, heightening awareness and encouraging trial.
The UK roll out follows on from a very successful Scottish launch, which saw Maxxium deliver above and beyond its targets for the brand, securing listings in over 700 on trade outlets as well as off trade listings in Asda, Morrisons, Sainsbury and Tesco. Ginger Grouse is also available from major cash and carry and wholesalers ensuring good distribution through the convenience sector.
Ginger Grouse signed a 3 year deal as The Spirit of Scottish Rugby which commenced in January 2013. Fans at Murrayfield Stadium are already enjoying Ginger Grouse in both draught and in 275ml PET format, which was developed specifically for the stadium.
The launch of Ginger Grouse is backed by a £4m marketing campaign, the biggest investment by Maxxium UK and brand owners Edrington behind a brand. The campaign, titled A Taste Adventure has been designed to take consumers on an abstract adventure through the taste of Ginger Grouse. Support includes a new 20 second television advert which will feature in a heavyweight TV campaign across the UK, and includes PR and in-bar activity that will take Ginger Grouse drinkers on a fun adventure.
Johna Penman, Marketing Controller at Maxxium UK, commented: “Ginger Grouse is a bolder, younger, more energetic and much more adventurous product designed to reach out to a new breed of consumer. The success of the Scottish launch is hugely encouraging, and justifies the significant investment that we’ve placed behind our biggest marketing campaign for a Grouse brand to date. We are confident the roll out across the rest of the UK will emulate this success.”