Seth & Riley’s Garage will be launched initially in Russia and Canada. The new alcoholic beverage is inspired by the US tradition of trusted, ‘made at home’ lemonades.
”S&R’s Garage will appeal to young, laid-back and relaxed young people aged 25 and over, who enjoy life,” said Valeria Krynetskaya, innovation platform director at Carlsberg Group. “We are looking to those people who are confident, want to make their mark on the world in their own unique way, have a strong sense of their own identity and who are simply happy-go-lucky. As such, S&R’s Garage’s marketing communication will not only tap into this state of mind with wit and intelligence through a series of social films, but also through the full marketing mix.
“The bottles, which have been designed to look handmade, have a ring pull, and bars will be supplied with S&R’s Garage branded jars for consumers to drink from, thus creating a unique serving ritual to establish a ‘hard drinks’ category.”
The sideways step into the ‘hard drinks’ category follows Carlsberg Group’s successful global launch of Somersby in the cider category.
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