Posted onDecember 21, 2013
The recently launched Caribbean inspired energy drink Big Up, is introducing a new ‘Wild Ginger’ flavour variant for the summer.
Building on its Caribbean heritage, the energy drink brand wants to innovate and drive market trends with the new flavour.
With no other energy drink picking up on the appeal of ginger as the new ‘flavour of the month’ Big Up hopes it will increase its chances of standing out in this rapidly expanding marketplace.
Harry Dulai, director at Surya Foods who own the brand said:
“The reaction to the launch of the Original flavour was very encouraging, and being in a unique position with no competition to speak of in this space, we wanted to continue building on the Caribbean heritage of Big Up.
“The reaction to the Wild Ginger, through our trade engagement has been phenomenal and we are looking forward to giving the market a real boost with the fresh and unique flavour combinations that we have created.”
Alongside Wild Ginger, Big Up will also introduce a Fruit Punch flavour.
Initial reactions to the new flavours from retailers has been encouraging as the ‘Big Up Taste Teams’ have been sampling the range through wholesalers and cash & carry’s.
Dulai continues: “The new variants are also incredibly versatile, giving audiences scope to use them as mixers with Whisky, Bourbon and Rum as well as Vodka, as well as being great bases for a host of summer cocktails.”
Plans are underway for a consumer launch in July, which will include in-store merchandising, PR, a revamped website, social media, consumer promotions and event sponsorship and sampling aimed at the young urban, energy drink market.
The 250ml cans have been designed to give off an authentic, youthful and energetic brand identity, and have an RRP of 59p.