The first UK marketing campaign has been launched for Bundaberg Ginger Beer from Australia, promoted as both a refreshing soft drink and for mixed drinks and cocktails.
It will target bars and people in London this summer, highlighting that it is made with natural ingredients and “carefully craft brewed” for up to four days in a family-owned brewery.
As well as the on-trade, the campaign will take the ginger beer to music festivals and food markets and include experiential events, media relations and social media. Recommended serves will include a Moscow Mule, which is made with vodka and lime juice (pictured).
Family-owned Bundaberg Brewed Drinks, based in the small town of Bundaberg in Queensland, makes a variety of soft drinks. For the ginger beer, it uses ginger and cane sugar from the Bundaberg region in a five-step brewing process.
For the perfect serve, they recommend inverting the 375ml bottle for a few seconds before popping the top so the real pieces of ginger are released evenly throughout the drink.
John McLean, chief executive of Bundaberg Brewed Drinks, said: “Authentic brands, made with real ingredients, are being discovered and growing the market.
“Discerning young Londoners want a brand that not only tastes great but has a genuine history and story to tell. With a splash of the laid-back Australian lifestyle, Bundaberg Ginger Beer will deliver a fresh new taste for summer 2015.”