Stone’s, the No 1 Ginger Wine brand, today announces it will expand into a new category with the launch of Stone’s Ginger Joe, a refreshingly feisty alcoholic ginger beer. Ginger Joe is an exciting addition to the fast growing, dynamic alcoholic ginger beer category and will be available across on and off-premise channels from end of February.
This ‘gingerable brew’ is brought to market by ginger experts Stone’s, who have been producing ginger wine for over 250 years. The quirky Ginger Joe character is inspired by ‘Ginger’ Joseph Stone, a moustachioed London greengrocer and illustrious founder of the house of Stone. Ginger Joe is a modern twist on the traditional brand combining the heritage of Stone’s with the tache-tastic vibrancy of ginger beer.
The UK alcoholic ginger category is currently worth £21.8m and growing, this new entry to the market offers profitable opportunities for both on and off trade customers.
Clare Griffiths, Vice President European Marketing for Constellation Wines Australia & Europe, says: “Stone’s Ginger Joe is a major launch in the relatively new, dynamic ginger category. We pride ourselves on spearheading innovation and bringing successful new brands to market and this launch represents a major brand investment by Constellation. We have a strong support package in place for licensees and retailers alike in order to drive visibility, trial and ultimately sales of this exciting new brand.
“Ginger Joe’s overall concept has been extensively researched with consumers so we know they love the 330ml bottle size, design and most importantly the taste. The bold, distinctive bottle design including its memorable moustache and catchy rhythmic name will help give the brand standout on shelf and strong consumer recall.
Ginger experts, Stone’s, will bring the same craft, heritage and quality that has bought us success in the ginger wine market to the alcoholic ginger beer category – ensuring Ginger Joe proves to be yet another successful addition to the Constellation portfolio”.
Source: Stone’s
