UK: Stone's Ginger Joe, alcoholic ginger beer

Category - Alcoholic Ginger Beer, 4%abv, 33cl bottles

Available - On shelves by April

Location - UK off-trade and on-trade

Price - GBP1.6 (US$2.6) per 33cl bottle in the off-trade, GBP2.49 in the on-trade

Encouraged by the early success of Crabbie's alcoholic ginger beer, the ex-Australia and Europe division of Constellation Brands - soon to be renamed Accolade Wines - has launched Ginger Joe under its Stone's brand, already well-known for producing Stone's Ginger Wine.

The UK's alcoholic ginger beer category is valued at GBP21.8m. Accolade will back the launch of Ginger Joe with a GBP0.5m spend, although it will not launch above-the-line advertising campaigns on television, radio or consumer print media. Instead, money will be spent on other forms of marketing, such as consumer sampling and social media campaigns.