Cheerwine launched in Norway

Related tags Soft drink United states

Cheerwine, the quirky US soft drink which is popular in the
southeastern states, is now available for the first time in Europe.
Norway will be the first market for the cherry-flavoured soft drink
outside North America.

Cheerwine, the US soft drink brand, has been launched in Norway, the first time the brand has been sold outside the US.

The brand was launched last month in Norway by American Marketing, which has obtained the licence for the brand from its manufacturer, the Carolina Beverage Corporation.

American Marketing is the first company outside the US to launch Cheerwine, a product which has something of a cult following in its home market. With its distinctive cherry flavour and burgundy colour, Cheerwine is expected to stand out on the Norwegian market.

While the drink is sold in both cans and bottles in the US, the Norwegian launch will focus on 500ml returnable PET bottles, although there will also be 330ml glass bottles for the Horeca market.

Cheerwine will be distributed nationwide through American marketing's existing distribution channels, and will be found in grocery stores, supermarkets, petrol stations and convenience stores.

American Marketing said it would be playing heavily on the American image of the drink, and will continue the brand's association with sporting events which already forms part of its communication in the US. The company said it would choose sports with a particular American link, such as ice hockey and basketball.

In addition, the licence holders will also continue Cheerwine's nostalgic marketing programme which has been successful in the US, and said they planned to launch the brand in retro-style glass bottles later this year.

The first batch of Cheerwine was launched in Oslo at the beginning of December.

Related topics R&D Beer & cider

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