BEcause Creates Experiential Roadshow for Ginger Grouse

Agency launches 'Taste Adventure' for new alcoholic ginger beer

21 MAY 2013, ASCOT, UK
Summary
Brand experience agency BEcause is set to take consumers on a ‘Taste Adventure’ with an experiential roadshow for Ginger Grouse, the new alcoholic ginger beer (4% ABV) from the makers of The Famous Grouse.

Brand experience agency BEcause is set to take consumers on a ‘Taste Adventure’ with an experiential roadshow for Ginger Grouse, the new alcoholic ginger beer (4% ABV) from the makers of The Famous Grouse.

With bold combinations of citrus zing, fiery ginger beer, fizzy bubbles and a splash of The Famous Grouse whisky, Ginger Grouse is designed to appeal to a younger audience with a thirst for contemporary culture and adventure.

In keeping with Ginger Grouse’s visually arresting brand identity, designed to be a colourful representation of how the drink tastes, BEcause will unveil a custom built Taste Adventure Bar at the annual Foodies Festival at Hampton Court Palace over the May bank holiday weekend (25th-27th May). 

The tented environment staffed by knowledgeable brand ambassadors, will provide consumers with a place to sit and relax whilst experiencing the brand first hand. Ginger Grouse will be sampled in the lively bar atmosphere where consumers also have the chance to buy bottles to take home. There will also be branded give-aways at events later in the year.

The experiential sampling area will then travel to two more Foodie Festivals at Clapham Common (7th-9th June) and Bristol Harbourside (12th-14th July), with further events planned throughout the summer. Ginger Grouse will also join the Edinburgh Festival again in 2013 at Arthurs Bar, Pleasance, after a successful run at the festival in 2012.

Sharon Richey CEO of BEcause comments

“Ginger Grouse is a refreshing, bold and adventurous drink that will allow the high-spirited Famous Grouse brand to connect with a new audience. The taste alone is bound to get people talking, but we hope to tap into the fun atmosphere at the summer Foodies Festivals to align the brand with adventurous taste-seeking and trend-setting consumers.”

Ginger Grouse launched successfully in Scotland in September 2012 and was first rolled out in selected bars and retail outlets across the UK from March this year. For the national launch, Ginger Grouse is targeting all major supermarkets and retailers as well as 4,500 pubs and bars across the UK. This is to be supported by a large scale marketing campaign including TV, out of home advertising and in bar sampling.

About Ginger Grouse:

  • A premium alcoholic ginger beer, ABV 4.0%
  • RRP £2.25
  • Available in 500ml bottles as well as on draught in selected outlets
  • Launched at The Pleasance at the Edinburgh Festival in August 2012 and rolled out across Scotland in September 2012
  • Ginger Grouse outsold all other draught and bottled products in Arthur’s Bar, Pleasance during Edinburgh Festival 2012
  • From March 2013 Ginger Grouse will target 2000 retail stores and 4500 on trade outlets
  • Ginger Grouse also announced a three year deal as the Spirit of Scottish Rugby in January 2013
  • Please enjoy responsibly www.drinkaware.co.uk
Quotes
"“Ginger Grouse is a refreshing, bold and adventurous drink that will allow the high-spirited Famous Grouse brand to connect with a new audience. The taste alone is bound to get people talking, but we hope to tap into the fun atmosphere at the summer Foodies Festivals to align the brand with adventurous taste-seeking and trend-setting consumers.”" Sharon Richey, CEO of BEcause
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