New Seth&Riley’s on sale now: GARAGE Hard Lingonberry Drink

march 26, 2018

GARAGE Hard Lingonberry DrinkA new variety of lingonberry drink appeared in Seth&Riley’s GARAGE portfolio right before the season. You can find the specialty on the grocery shelves throughout the country.

Baltika Breweries manufactured Seth&Riley's GARAGE under the license of the Carlsberg Group in 2014, it has a strong market share gain every year from the date of startup. At year-end 2017, the brand's volume market share was 0.6% *, showing an increase of 0.2 percentage points* compared with the same period last year. Seth&Riley's GARAGE is the largest brand of the beer-based flavored beverages category.

The main target audience of Seth&Riley's GARAGE drinks are young adults who are always looking for something new, committed to craft trend line which is a new interpretation of the classics. Baltika Breweries developed a new unique lingonberry drink, which has no analogues on the market after performing taste preferences study of Russian consumers.

Seth&Riley’s GARAGE Hard Lingonberry drink is a new prominent representative of Hard Drink youth category. Thanks to the addition of natural lingonberry juice, the new variety has a rich ruby color, refreshing berry flavor and a pleasant, light aroma that allows it to remain attractive to the consumer.     

The new brew will expand the beer portfolio of Hard Drink category - a modern form of low-alcohol beverages, inspired by traditional American recipes of home lemonade with a bit of alcohol. Now the portfolio of Seth&Riley’s GARAGE natural refreshing flavors has 3 varieties: GARAGE Hard Lemon Drink, GARAGE Hard Ginger Drink  and a new GARAGE Hard Lingonberry Drink .

Ekaterina Potokina, Senior License, Low and Non-alcoholic Baltika Breweries Brands Development Director: “The new brand, which stands out against others, was highly appreciated by consumers even at the stage of testing, it was this flavor that 77% of consumers chose. We believe that Garage Lingonberry will be a great alternative to those who want refreshing in a new way. We expect that consumers will enjoy our new brand and it will support the growth of Seth&Riley’s Garage brand, which we have been seeing for the past 3 years”.

In just a few years Seth&Riley’s GARAGE drinks have become popular among young people who don’t hesitate to try something new and to choose the right taste for their mood.

*retail audit data of the Nielsen research company in terms of volume for the Urban and Rural Russia markets.

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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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