Bundaberg Capitalizes on Ginger’s Popularity
For Australian craft beverage brand Bundaberg Brewed Drinks, known at home for its iconic ginger beer, it’s all about taste.
“Ginger has become such a popular flavor – it was ranked in the top 10 trending searches in Google’s ‘2017 Beverage Report’ – so we’re seeing it throughout the year, and especially in the summer when people are entertaining and mixing cocktails with friends,” notes Derika Legg, U.S. general manager at the Bundaberg, Queensland-based company. “Mule recipes, ginger mixed with different fruit flavors, and ginger combined with all different spirits will continue to trend this summer.”
To get the word out at retail, Bundaberg provides “a turnkey temporary merchandiser that is being well received by retailers, thanks to its small footprint, but large stock-weight holding,” says Legg. “A key bonus for retailers is that we sell well both as a soda and a mixer, so it opens opportunities for incremental and impulse purchase opportunities in liquor, produce (with limes and vodka), and near the registers.”
Besides ginger beer in regular and diet versions, Bundaberg, which recently inked a distribution deal with Purchase, N.Y.-based PepsiCo to significantly increase its availability in the United States, offers flavored sparkling fruit drinks in blood orange, peach and guava flavors, as well as root beer.
Asked what she believes is trending in the beverage category, Legg replies: “Craft is a trend that is going to continue to grow [not only] in alcohol, but also in cocktail mixers as Millennials seek out authentic brands, quality ingredients and thoughtful production. They want to know the story behind a beverage product before they drink it, and they want an elevated experience.”
According to data from Chicago-based SPINS, the craft-beverage sector was up 3.1 percent as of January 2018, with the category expected to reach $1.5 billion by 2020.