Supplier News Breaks Archives
Coca-Cola boosts Seagram's retail distribution
March 1st, 2011
ATLANTA – The Coca-Cola Co. is expanding retail availability and stepping up marketing for the full line of Seagram's ginger ale and mixers nationwide.
The beverage giant said Monday that Coca-Cola Refreshments and other bottlers are combining the Seagram's brand with the extensive Coca-Cola distribution system to significantly increase availability of Seagram's ginger ale, club soda, seltzer and tonic water in retail stores across the United States.
Coca-Cola noted that it although it acquired rights to the Seagram's business in 2002, distribution of Seagram's brands has been limited within the Coca-Cola system.
"While ginger ale and mixers are favorite beverage choices for many adults, they weren't fully available offerings in the Coca-Cola portfolio of beverages," stated Caren Pasquale Seckler, vice president of Sparkling Flavor Brands for Coca-Cola North America. "By making the Seagram's brand more readily available, we can ensure when people reach for ginger ale or mixers for both every day enjoyment and for social celebrations, they choose Seagram's."
Marketing for Seagram's will roll out in several phases, beginning this month with new radio and out-of-home advertisements for Seagram's ginger ale, according to Coca-Cola. Targeted at adults, the new brand messaging conveys the "comfortable sophistication that Seagram’s can bring to the everyday," the company said.
The "It's Good to Be You" campaign aims to highlight the clean taste and natural ginger flavor of Seagram's ginger ale as "a great option for adults seeking a noncaffeinated way to unwind and wash away the hassles of the day," according to the beverage maker. More marketing programs and enhancements are slated to launch throughout the year.
"We see great opportunity for Seagram's," added Pasquale Seckler. "With increased distribution, new and expanded marketing, and the support of the entire Coca-Cola system, we'll be able to put Seagram's ginger ale and mixers within easy reach of people everywhere."