Beenleigh Distillery Targets Rtd Market With Citrus-inspired ‘hard Orange Crush’ Launch
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Beenleigh Distillery has recently expanded its ready-to-drink (RTD) selection by launching Hard Orange Crush, a citrus-inspired beverage.
Product Characteristics
Hard Orange Crush, the newest offering from Beenleigh Distillery, is a refreshing blend that includes real orange juice. It is packaged in 375ml cans, which are sold in packs of four. The beverage boasts a delicate citrus and sherbet aroma with a slightly tart finish. The alcohol content is pegged at 4.5%.
Following the Success of Pineapple Crush
This move comes after Beenleigh Distillery’s successful introduction of Pineapple Crush. According to the company, this product was one of their most successful RTD launches in the last financial year, securing a spot amongst the top three based on sales data from certain retail groups.
Will Sullivan, the brand manager at Beenleigh Distillery, commented on the new product launch, saying, “Orange is a beloved soft drink flavor in Australia, but it is seldom used in RTDs. We had great success with Pineapple, and we’re confident Hard Orange Crush will follow suit.”
Strategic Expansion
The launch of Hard Orange Crush is part of Beenleigh Distillery’s larger strategy to tap into the market for soft drink-inspired alcoholic beverages. The distillery aims to broaden its presence in the expanding ready-to-drink sector.
Sullivan added, “We view this as a deliberate step towards an area that has been neglected for too long. With Hard Orange Crush, we’re introducing a unique product and aiming to fortify our position in the market.”
Questions & Answers
What inspired Beenleigh Distillery to create Hard Orange Crush?
Beenleigh was influenced by the popularity of orange as a soft drink flavor in Australia and the success of their previous product, Pineapple Crush.
How is Hard Orange Crush packaged and sold?
The product comes in 375ml cans and is sold in packs of four.
How does the launch of Hard Orange Crush fit into Beenleigh Distillery’s broader strategy?
The introduction of Hard Orange Crush is part of Beenleigh Distillery’s plan to expand its presence in the growing ready-to-drink sector by creating soft drink-inspired alcoholic beverages.