Say it loud… "GINGAAAAAAAAHHH"

ONE WORD IS ALL IT TAKES.

Australia's Ginger Beer market is hugely seasonal – it over-indexes with Summer 30% more than beer. (Source: Quantium Lion Beer data MAT to 7/10/25). That puts pressure on spring promotions to deliver. In 2024, we created a memorable moment. Something to drive talkability, drive differentiation, and drive trial.

And in 2025, we did that again, and then some.

To get 'liquid on lips', James Squires Ginger Beer focused on a key exclusive partnership with BWS, working closely to create a super simple and effective promotion. We also introduced XXXX Ginger into the Ginger Beer family.

Aside from partnerships, the key innovation in this campaign was our mechanic. Simply leaving your details earned you a Can, but to also get a $5 / $10 BWS voucher, drinkers had to shout one word into their device, "GINGAAAAAAAAAAAHHH", all through our bespoke microsite.

And the results? Well, our audience loved it.

The campaign delivered a seamless, high-scale trial program that broadened the category, shifted the demographic younger, generated retailer traffic and reinforced James Squire & XXXX Ginger Beer as Summer RTD staples.