James Squire has joined the booming ginger beer category with its first venture outside the traditional world of craft beer and cider.
James Squire Ginger Beer has been crafted with Australian ginger to make a light, refreshing and zingy ginger taste. It can be enjoyed straight from the can or over ice with lime.
The alcoholic ginger beer comes in a dark blue 330mL can with a distinctive bright coloured ginger beard design, a departure from the look of the existing James Squire beer and cider range.
Malcolm Eadie, Brand Director of Premium and Craft at Lion said: “This is a big opportunity for a well-known brand to drive even more growth within the emerging ginger beer segment, which is currently growing at 51% year on year.
“This new member of the James Squire family brings all the quality the brand known for, as well as scale. James Squire has a strong track record when it comes to innovation in the beer category and we are confident this will be a real catalyst for further growth in ginger beer. We are already seeing big demand for the product in NSW, Queensland and Western Australia in particular.”
James Squire Ginger Beer is a permanent release which is now available nationally in cans with an RRP of $27 for a 330ml six-pack, with 4% ABV. It will also be available on tap in James Squire brewhouses and select pubs nationally when venues are permitted to re-open.