Fentimans announces launch of a new generation of ginger drink

Imbibe

19 June 2019

Fentimans, the botanically brewed drinks maker, is adding an innovative new ginger drink to its award- winning range of beverages. In a year that has seen a surge in demand for pink coloured drinks, the premium drinks maker is introducing Pink Ginger, a contemporary twist on the much-loved traditional Ginger Beer.

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 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 result is a drink of the highest quality with an unrivalled depth of flavour, which can beconsumed on its own, or served as a ‘Pink Mule’ cocktail, comprising: 50ml Vodka, 125ml of PinkGinger and a squeeze of lime.

Fentimans Marketing Director, Andrew Jackson, explained: “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. 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.”

Pink Ginger will be launched exclusively in Sainsburys from 1st July, following a successful introduction in California. The launch will be supported by a nationwide outdoor brand campaign and digital marketing campaign.

For more information please visit: http://www.fentimans.com/

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