Hexham-based drinks manufacturer Fentimans has added a new pink ginger drink to its range of beverages.
The new flavour will be launched exclusively in Sainsbury’s from 1 July, and will be supported by a high profile nationwide outdoor brand campaign and digital marketing campaign.
The drink, which offers a “contemporary twist on the much-loved traditional Ginger Beer “, aims to respond to a surge in demand for pink coloured drinks.
Fentimans Marketing Director Andrew Jackson commented: “Ginger Beer is our number one flavour and has been the bedrock of Fentimans success for over a century.
“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.”
Jackson continued: “The introduction of Pink Ginger will continue to build our appeal with a younger demographic, who are actively seeking new and interesting drinks, which have that all important Insta-genic appeal.”