Beverage Industry

Coca-Cola expands Seagram's distribution nationwide

March 1, 2011

The Coca-Cola Co. is expanding availability for the full line of Seagram's Ginger Ale and mixers across the country.
 
Coca-Cola acquired rights to the Seagram's business in 2002, but distribution for Seagram’s brands has been limited within the Coca-Cola system. Now, Coca-Cola Refreshments and other bottlers are using the Coca-Cola distribution system to increase the availability of Seagram’s Ginger Ale, Club Soda, Seltzer and Tonic Water in U.S. retail outlets.
 
“While ginger ale and mixers are favorite beverage choices for many adults, they weren’t fully available offerings in the Coca-Cola portfolio of beverages,” said Caren Pasquale Seckler, vice president of sparkling flavor brands, Coca-Cola North America, in a statement. “By making the Seagram’s brand more readily available, we can ensure when people reach for ginger ale or mixers for both everyday enjoyment and for social celebrations, they choose Seagram’s.”
 
“We see great opportunity for Seagram's,” continued Pasquale Seckler. “With increased distribution, new, expanded marketing and the support of the entire Coca-Cola System, we’ll be able to put Seagram’s Ginger Ale and mixers within easy reach of people everywhere.”
 
Marketing for Seagram’s will roll out in several phases, beginning this month with new radio and out-of-home advertisements for Seagram’s Ginger Ale. Targeted to adults, the new brand messaging conveys Seagram’s “comfortable sophistication,” the company said. The “It’s Good to Be You” campaign highlights the clean taste and natural ginger flavor of Seagram’s Ginger Ale as a great option for adults seeking a non-caffeinated way to unwind and wash away the hassles of the day, it said. Coca-Cola has plans for additional marketing programs to launch throughout the year.