The New Fentimans Pink Ginger Drink Appeals to Younger Demographics
Michael Hemsworth — June 12, 2019 — Lifestyle
The new Fentimans Pink Ginger drink has been unveiled by the UK-based beverage brand as a soda for consumers that's positioned as a refreshing alternative to traditional ginger beer.
Targeted at younger consumer demographics, the soda plays on the recent popularity of pink and rose-color drinks using a lineup of all-natural ingredients. The botanically infused drink is achieved using ginger and orange extracts to make it perfect for mixing in with your favorite cocktail or on its own as an alcohol-free refreshment.
The Fentimans Pink Ginger drink was explained by Fenitmans Marketing Director Andrew Jackson who said, "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.”
Targeted at younger consumer demographics, the soda plays on the recent popularity of pink and rose-color drinks using a lineup of all-natural ingredients. The botanically infused drink is achieved using ginger and orange extracts to make it perfect for mixing in with your favorite cocktail or on its own as an alcohol-free refreshment.
The Fentimans Pink Ginger drink was explained by Fenitmans Marketing Director Andrew Jackson who said, "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.”
Trend Themes
1. Pink Drinks - The popularity of pink and rose-color drinks presents an opportunity for beverage brands to attract younger consumers.
2. All-natural Ingredients - The demand for all-natural ingredients in beverages opens up possibilities for innovative soda flavors and recipes.
3. Alcohol-free Refreshments - Creating non-alcoholic alternatives that can be enjoyed on their own or mixed into cocktails provides a disruptive innovation opportunity in the beverage industry.
Industry Implications
1. Beverage - Brands in the beverage industry can capitalize on the trend for pink drinks, incorporating all-natural ingredients to develop refreshing alternatives to traditional sodas.
2. Health and Wellness - The rise in popularity of ginger in health drinks presents an opportunity for the health and wellness industry to create ginger-infused products that appeal to younger demographics.
3. Hospitality - Hotels, bars, and restaurants can offer alcohol-free refreshments with unique flavors to cater to the growing demand for non-alcoholic drink options.
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