Alcoholic ginger beer challenge

30 April, 2010

Kopparberg supplier Cider of Sweden is hoping to establish an alcoholic ginger beer category after launching a brand into Tesco.

Frank’s is already being listed in 630 of the retailer’s stores, and will roll out nationally from June.

The brand – named after the father of Kopparberg owners Peter and Dan-Anders Bronsman – was originally produced as an exclusive for the JD Wetherspoon pub chain last year.

Frank’s debut follows the launch of Crabbie’s alcoholic ginger beer, which Halewood International backed with a £1 million marketing budget last year.

Cider of Sweden managing director Davin Nugent said: “Undoubtedly, Hale­wood has shown there is a market for alcoholic ginger beer. It has done very well in establishing itself. There’s definitely room for a premium, imported offering – and any competition can only advance the market.

“Going into Tesco will double the space available to the category which can only be good for it. We can help create a full-blown alcoholic ginger beer category.”?The move will be backed by below-the-line, online and sampling activity. “We’re doing

as we did with Kopparberg at first, which is to build distribution before moving towards above-the-line support,” said Nugent. “It’s no good having advertising and then people being frustrated because they can’t buy it anywhere.”? Tesco buyer Ian Targett said: “The market is new but has caught on very quickly and will no doubt take off as the weather warms up.”?Frank’s has an abv of 4% and is packaged in 50cl bottles.

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