Fentimans has lined up the launch of a new pink ginger beverage in the UK as it looks to build its appeal with a younger demographic.
With a growing number of younger people using ginger in food and drink, pink ginger has been developed to offer a contemporary expression of a ginger-style drink, with an emphasis on a lighter, aromatic flavour, the UK-based brand said.
The “fresh and fragrant” ginger flavour has been achieved by using the botanical brewing method used to make all Fentimans drinks, combined with pear juice, orange and herbal extracts.
The beverage can be consumed on its own or served in a pink mule cocktail with vodka.
“Ginger beer is our number one flavour and has been the bedrock of Fentimans’ success for over a century,” said Fentimans marketing director Andrew Jackson. “However, there is a significant younger audience who reject ginger beer in its traditional format, yet happily consume ginger in shot-style health drinks and pan-Asian cuisine.
“To reach this audience, we have reinvented the ginger-style drink, producing a naturally cloudy liquid with a warm pink hue. The introduction of pink ginger will continue to build our appeal with a younger demographic, who are actively seeking new and interesting drinks.”
Pink ginger will go on sale in Sainsbury’s stores in the UK from 1 July. The launch will be supported by a nationwide outdoor brand campaign and digital marketing campaign.
Earlier this year, Fentimans expanded its soft drinks portfolio with a new apple and blackberry variant.