New alcoholic ginger beer from Constellation

Ginger wine brand Stone's has launched a new alcoholic ginger beer - Ginger Joe.

Clive Patten, marketing manager at brand owner Constellation Europe said the brand had consciously been developed to offer a more mellow taste to other ginger beers on the market. He said it had a mellow flavour to allow sessionability and mass appeal.

Ginger Joe, named after Stone's founder, a moustachioed London greengrocer 'Ginger' Joseph Stone, is described as having a light amber colour and citrus and spice notes with a gentle ginger heat.

The suggested serve for the four per cent ABV drink is over ice. Stone's was founded in 1740.

"We believe there is room for a new entrant in the rapidly expanding ginger category so long as it is backed up with heritage and expertise," said Patten.

"We have spent a lot of time getting the flavour profile right. Our consumer research told us that there was a demand for an alcoholic ginger beer that was not too sweet, drier, and had enough ginger to taste but not have that burn. The brand has powerful stand-out. This could be enormous and it will be."

The drink is now available to both the on and off-trade. The launch will be supported with a sampling campaign, in-outlet promotional activity, PoS kits, and online advertising with an initial investment of £500,000. It is available in 330ml bottles.

For stockists call 01275 890 294.