Seagram’s is an iconic, well-respected brand. So when its parent, Coca-Cola, asked Hatch to help refresh the Seagram’s Ginger Ale line and make it more relevant in today’s world, it was definitely a handle-with- care assignment.
With so many new soft-drink options available to consumers, ginger ale had become a product with niche appeal. As people reach their late thirties, they tired of overly sweet beverage concoctions, and if they are going to treat themselves, they want an authentic flavor reward. Just like that found in the clean, sophisticated “bite” of ginger ale. The particular taste profile of Seagram’s Ginger Ale is viewed as sophisticated and adult.
