The new flavours — Raspberry, Mint & Ginger, Spiced Pear & Bitters, Spicy Ginger Beer and the reformulated Ginger Beer and Tonic Water — is one of Coca-Cola’s strategy to drive consumer engagement with sparkling beverages.
“Cascade’s new range delivers refreshing flavours that are designed for adult taste buds,” said brand manager Bridget Slipper. “The launch was timed to coincide with the entertaining season and to bring adults a wider range of refined, sophisticated flavours to enjoy either straight or as an addition to their favourite spirits.”
The launch of the new Cascade range is in response to consistent growth sparkling beverage consumption which showed that seven in 10 households have now purchased these types of drinks in the last 12 months (source: Nielsen Homescan MAT 5/9/16).
Primarily targeting consumers 30 years and over, the new flavours reflect a distinctively sharper taste to suit adults. Celebrity chef Luke Mangan was brought on board for the launch, supported by a partnership with Fairfax’s Good Food to build awareness of the new Cascade range and drive trial among Australian consumers.