& Riley's Garage is an alcoholic beverage inspired by American made-at-home lemonades. It offers balanced bittersweet taste and rustic appearance.With initial roll out planned for Russia and Canada, the drink is aimed at people aged 25 and more.
Carlsberg Group innovation platform director Valeria Krynetskaya said that S&R's Garage will appeal to young, laid-back and relaxed young people aged 25 and over, who enjoy life.
"The bottles, which have been designed to look hand-made, have a ring pull and bars will be supplied with S&R's Garage branded jars for consumers to drink from, thus creating a unique serving ritual to establish a 'hard drinks' category," added Krynetskaya.
Carlsberg has appointed Duval Guillaume as its global agency to develop the core brand platform, strategy, and the full campaign for the new drink.
