Old Jamaica has announced it will be expanding its brand with a new sodas range; tapping in to a growing trend for tropical flavours in the crushes market.
The Old Jamaica Sodas hope to draw on the UK’s ginger beer brand’s Caribbean heritage with a new collection of Jamaican-born drinks from Fruit Punch and Cream Soda to Grape, Mango, Strawberry and Pineapple.
Originally created for the Caribbean palate, each flavour is designed to offer new taste to the drinks market.
Old Jamaica’s expansion into the mainstream market through its ginger beer has provided a platform to expand the brand with these additional soda flavours.
The introduction of the new range under the brand will also allow for adjacent merchandising and joint promotions to encourage new consumers and existing Old Jamaica loyalists to trial the new range.
The brand’s 2012 marketing campaign includes TV advertising and a sponsorship package with Comedy Central.
Heather Jones, Senior Brand Manager of Old Jamaica, said:
“There has been a sharp increase in the number of Caribbean-themed products entering the food and drink market in recent years and we have particularly recognised year-on-year growth for tropical brands.
“Old Jamaica has firmly established itself as the UK’s number one ginger beer with a 71% value share of the ginger beer market.
“It is an important year for Jamaica as it celebrates its 50 years of independence and combined with the growing demand for more exotic tastes, we believe it is the right time to expand the brand further with the new sodas range.”
The Old Jamaica Sodas range will be available as 330ml cans and the top four flavours will also be offered in 500ml and 2ltr PET bottles from July this year.