Coca-Cola eyes up potential of adult sparkling beverage category with Cascade refresh
Cascade’s new flavors are Raspberry, Mint & Ginger, Spiced Pear & Bitters and Spicy Ginger Beer; alongside reformulated Ginger Beer and Tonic Water.
According to research from Nielsen, seven out of 10 households have purchased adult sparkling beverages in the last year.
Cascade is positioning itself as a premium adult sparkling brand, with a ‘distinctively sharper taste’ to suit its target market of consumers aged 30 and above.
Bridget Slipper, brand manager at Cascade, said, “The launch has been timed to coincide with the entertaining season, bringing adults a wider range of refined, sophisticated flavors to enjoy either straight or as an addition to their favorite spirits.”
Cascade has also had a packaging refresh to complement the positioning of the drink. It is available in 33ml glass bottles in restaurants, bars and cafes; glass and can multipacks in supermarkets, and 850ml PET in selected bottle shops.
The refreshed Cascade brand is supported by a multimillion dollar marketing campaign, and celebrity chef Luke Mangan has been brought on board for the launch.
