Woodstock Bourbon has become the latest brand to respond to the growing consumer trend of full-flavoured but less sweet drinks, with the launch of a ginger beer RTD.

Asahi Premium Beverages said the fresh, slightly tart and spicy taste of the new premixed drink perfectly meets the trend.

“Woodstock Bourbon has been a pioneer in the premixed drink space in Australia. The research put us on a path to explore new ways of drinking Bourbon that would resonate with consumers,” said Asahi Premium Beverages General Marketing Manager Michael Edmonds.

“Our new product, Easy Roller, is a game changer for Woodstock, and our customers will find it refreshing and approachable with its blend of genuine Kentucky Bourbon mixed with brewed ginger beer.

“It’s an alternative flavour experience to the traditional Bourbon with cola, and will appeal to the bourbon lover as well as people who may not usually enjoy the taste of the spirit.

“There is an opportunity to keep bourbon RTDs relevant to younger consumers, particularly for those who choose to avoid cola.

“The release of our exciting new product proves there is more to Woodstock than cola and we are open to investigating other ‘non-cola’ flavours. With an ABV of 4.8 per cent Easy Roller is an excellent choice for daytime drinking occasions.”

The new RTD comes as Asahi Premium Beverages launches a rebranding of its existing RTD range which, the company says, will help consumers differentiate the different ABVs in the range and will also help the brand resonate with millennials and its broader audience.

“We knew our consumers were enjoying the higher ABV products, but with the increased range came the need to ensure they could be easily differentiated,” said Edmonds.

“Now retailers and customers can easily distinguish between the Woodstock varieties that are available.”

He said taste was the most important aspect for the company, consumer and retailer, and this had not been compromised.

“While we’ve made some subtle but positive changes to the range and packaging, we’ve also kept all the things our customers have said they loved which is the great taste, ABV options, and range of packs.”

Easy Roller is available to order now in four-packs of 330ml bottles and the newly packaged Woodstock Bourbon and Cola is available from mid-August.

Andy Young

Andy joined Intermedia as Editor of The Shout in 2015, writing news on a daily basis and also writing features for National Liquor News. Now Managing Editor of both The Shout and Bars and Clubs.

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