Johnnie Walker has announced the launch of its latest ready-to-drink beverage in Australia, designed for daytime drinking occasions.
Called Johnnie & Ginger, the drink combines the malt and grain whiskies that make up Johnnie Walker Red Label, blended with natural ginger for a crisp and refreshing taste.
Diageo, which owns the brand, has designed the product to be a premium alternative to traditional ready-to-drink beverages and beer.
Featuring the iconic Johnnie Walker striding man, the company hopes the new packaging will have visual impact and recognition on shelf. The launch will be supported by a wider marketing campaign featuring outdoor, PR and point of sale support.
Diageo marketing manager Jonathan Morgan said: “With the warmer months just around the corner, Johnnie & Ginger is a great choice for Australians looking to make their weekend get-togethers with friends that little bit more special.”
To coincide with the launch, Johnnie Walker will also release a remastered Johnnie & Cola range with a new look and improved cola.
Johnnie & Ginger (ABV 4.6%) will be available to purchase from off licences from mid-August. Bottles (345ml) will be sold in packs of four with a recommended retail price of AUD 19.99 ($15.94) and cans (375ml) in packs of six at AUD 24.99 ($19.92).
© FoodBev Media Ltd 2021
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