New Ginger Seth&Riley’s GARAGE: daring flavor of the coming summer

april 24, 2017

New Ginger Seth&Riley’s GARAGEIn anticipation of the new season, the Seth&Riley’s GARAGE line has been added with the new brand – Hard Ginger.

Seth&Riley’s GARAGE Hard Ginger drink is the natural refreshment with the flavor of ginger, which amazing qualities and ability to quench thirst have been known from olden times. Spicy and a bit astringent flavor of natural ginger is perfectly refreshing, whatever torrid is there.

Seth&Riley’s GARAGE Hard Ginger drink is the innovative product unique for the Russian market. The packaging of the new brand is in line with the current craft mainstream. Transparent bottle shows the vibrant golden yellow color of the drink. Stylish diamond-shaped label with a sketch-styled ginger drawing highlights the youth orientation of the brand.

The new product has made up the Hard Drink line – the on-trend format of beer-based drinks inspired by American traditional recipes of home-made fruit flavored soft drinks. Since April 2017, the new S&R GARAGE can be found in retail shops and chain stores all over the country, along with the well-acclaimed S&R Garage Hard Lemon Drink with lemon flavor.

Natalia Malkiel, Senior Brand Manager: 'The new brand has been created for today's young and active consumer audience. For those always in quest of something new – new flavors and vibrant combinations, for those feeling summer as lifestyle not season. Ginger is an absolute leader of natural spicey flavors.'


Seth&Riley’s GARAGE has been the first Hard Drink to appear in Russia. It is produced under the Carlsberg Group license, same as in Denmark, Canada, Latvia, Estonia, and Finland. Hard Drink was born in the South of America, where summer is all year round. It was there, where the tradition of making soft drinks at home and having them with ice appeared. Later they became low-alcoholic, and this is how Hard Drink appeared – natural refreshment with low alcohol content, ideal for parties, picnics, and just for big groups. It is common to have Hard Drink with ice in a jar.

Baltika Breweries LLC, part of the Carlsberg Group is one of the largest FMCG producers in Russia. Since 1996, the company has been ranked Number One in the Russian beer market. Baltika owns 8 breweries in Russia and enjoys an expanded brand portfolio. The company is an essential part of Carlsberg Group and its region of Eastern Europe which also includes Azerbaijan, Belarus, Kazakhstan and Ukraine. Baltika Breweries is the leading exporter of Russian beer: its products are represented in more than 75 countries of the world, for 43 of them the company is the only Russian supplier in this category.

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