Jeremiah Weed hits the off-trade

Diageo has launched its Jeremiah Weed Brews range in the off-trade, after successfully seeding it in the on-trade last year.

The brews blend fermented fruit alcohol, spirit and ginger or bourbon flavourings in two variants, Root Brew and Sour Mash Brew.

Diageo is targeting Jeremiah Weed at men as a summer alternative to beer.

Head of innovation commercialisation Ronak Mashru said: “Beer has a crucial share of the beers, wines and spirits category but it is seeing slow growth, creating an opportunity for new product development.  

“We wanted to deliver a distinctively different product, best served over ice in a jam jar glass to target the demand for interesting alternatives and ultimately capture a new audience.”

The launch will be supported with a multi-channel through-the-line advertising campaign, as well as sampling at festivals and outdoor events.

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