Ginger Grouse aims to attract new Scotch drinkers7th March, 2011 by Alan Lodge - This article is over multiple pages: 1 2 3
Maxxium UK is seeking to recruit new male and female drinkers into the Scotch whisky category by trialling The Ginger Grouse – a pre-mix of The Famous Grouse and ginger beer – in bars across Edinburgh and Glasgow.
The scheme, designed as part of Maxxium’s pre-mixed spirit development programme, will see the 6% abv drink served long over ice.
The product has been six months in development and is the result of a collaboration between Maxxium and The Edrington Group.
All participating bars have been supplied with a branded bar tap to dispense The Ginger Grouse, along with glasses and test kegs that have been designed especially for the five-week run.
Tent cards and posters have also being produced to push consumer awareness of the new product and POS will be changed regularly throughout the test period in order to gauge the effectiveness of different communication types and messages.
Jim Grierson, on-trade sales director at Maxxium UK, said: "This is an exciting innovation which allows us, for the first time, to see The Famous Grouse displayed and served from the front of bar.
“By using existing dispense technology we are making this as convenient as possible for the on-trade to introduce, and we look forward to receiving feedback from the bars involved in the trial in April."
Helen Potter, innovation manager for The Famous Grouse, added: “The Famous Grouse is always looking to break new ground within the drinks industry, and The Ginger Grouse bar tap trial is a fantastic example of this.
“We hope that this specially developed pre-mix serve will encourage more people to try The Ginger Grouse, which has already established itself as a firm favourite with our fans.”