Old Jamaica is set to bring the sunshine vibe to the carbonated soft drinks category for consumers.

In the wake of the pandemic, shoppers are thirsty for change and excitement and are fatigued by the same category choices. Soft drinks are continuing to grow across all day parts from breakfast through to dinner with consumers increasingly looking for ways to add interest and excitement to their drink’s repertoire.

Established in 1988, Old Jamaica Ginger Beer is made with authentic Jamaican root ginger and is the UK’s no.1 Ginger Beer. Old Jamaica is a delicious soft drink alternative enjoyed ice cold and as a mixer with your favourite spirits.

With three different ginger beers, regular, light, and extra fiery zero sugar, all coming in a variety of formats, Old Jamaica Ginger Beer fulfils various consumption occasions and shopper missions.

Terri Cooper, Senior Commercial Manger, says “Old Jamaica Ginger Beer is the perfect accompaniment to your long-awaited summer BBQ gathering with friends and family. An exciting soft drink alternative and mixer, every sip of Old Jamaica is as refreshing and crisp as it is unique and original.”

Our Old Jamaica Ginger Beer 330ml provides a real impulse opportunity as restrictions continue to ease and retailers can capitalise on summer sales. Whilst our Old Jamaica Ginger Beer Light provides the same hit of Jamaican Root Ginger, but with a zero sugar – guilt free’ alternative.

However, with a noticeable shift in shopper behaviour during the pandemic, our multipacks or larger formats are equally as important. Offering variation in the range will help retailers meet a multitude of shopping missions and be flexible whilst there is still uncertainty.

Promoting multiple end uses of product is key to demonstrate added value and maximising sales. The lines between the soft drink and mixer categories are increasingly blurring and are showing similar trends and influences. Ginger beer proves to be a versatile mixer across all spirit categories.

Old Jamaica is also bringing the Sunshine Vibe and carnival spirit to TV screens following a £1.5 million pound investment in a brand-new campaign “Get The Sunshine Vibe”.

Refresco UK, the bottler and distributor of the brand, has invested in Old Jamaica’s biggest-ever consumer campaign to further strengthen its position as the UK’s No. 1 Ginger Beer, and is supporting the attention-grabbing ad with a raft of shopper, trade and experiential activations.

Joe Major, head of marketing at Old Jamaica (Refresco) said: “Old Jamaica is an iconic brand and it was imperative that we produced a campaign that really captured the fact that Old Jamaica is a taste experience like no other – it is one of those brands that you never forget once you’ve tried it.”

 

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