Big Up goes “Wild for Ginger”

We’ve had ginger beer, ginger wine and ginger tea… and now we have Wild Ginger Energy Drink, thanks to Big Up.

The recently launched Caribbean-inspired energy drink Big Up, is getting ready to pack a punch with the introduction of ‘Wild Ginger’ a refreshing new flavour variant for the summer. Building on its Caribbean heritage, the energy drink brand is showing that it’s ready to innovate and drive market trends with the bold new flavour.

Harry Dulai, Director at Surya Foods which owns 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 fresh and unique flavour combinations.”

Alongside Wild Ginger, Big Up will also introduce an exotic and vibrant Fruit Punch flavour. Initial reactions to the new flavours from retailers has been extremely encouraging as the “Big Up Taste Teams” have been busy sampling the range through wholesalers and cash & carrys.

Dulai continues: “The new variants are also incredibly versatile, giving audiences scope to use them as mixers with whisky, bourbon, rum and vodka, or in delicious summer cocktails.”

The consumer launch included in-store merchandising, PR, a revamped website, social media, consumer promotions, event sponsorship and sampling.

Dulai ends: “Around two fifths of consumers drink sports and energy drinks, but one of the biggest barriers to consumption is their high price compared with a conventional soft drink.* Our RRP of 59p per 250ml can places Big Up mid-point in this market, with no compromise on the quality, look and taste of the drink.”

Surya Foods is committed to sharing authentic products from around the world and specialises in Afro-Caribbean, Asian, Oriental, Kosher, Polish and Halal foods. For further details on stocking Big Up, please contact Surya Foods on Tel: 01255 553 652 or [email protected]