Lion’s craft beer brand James Squire has made its first move outside of traditional craft beer or cider, with the launch of an alcoholic ginger beer.
Crafted using Australian ginger the James Squire Ginger Beer has been created in response to the growing consumer demand for more refreshing and easy to drink options.
Malcolm Eadie, Brand Director of Premium and Craft at Lion said: “This is a big opportunity for a well-known brand to drive even more growth within the emerging ginger beer segment which is currently growing at 51 per cent year on year.
“This new member of the James Squire family brings all the quality the brand known for, as well as scale. James Squire has a strong track record when it comes to innovation in the beer category and we are confident this will be a real catalyst for further growth in Ginger Beer.
“We are already seeing big demand for the product in NSW, QLD and WA in particular.”
James Squire Ginger Beer is a permanent release which is now available nationally in cans with an RRP of $27 for a 330ml six-pack. It will also be available on tap in James Squire brewhouses and select pubs nationally when venues are permitted to re-open.
Lion have deliberately moved the look away from the existing style for James Squire, with the dark blue 330ml can featuring a distinctive bright coloured ginger beard. The drink can be enjoyed straight from the can or over ice with lime which is the recommended serve.