Yesterday, Drinks Americas Holdings, Ltd. announced that the first phase of its launch of Rheingold Beer is complete. Since September, the company has released its product in the Metro New York market, New Jersey, Connecticut, Pennsylvania, Ohio, Georgia and Michigan. The next phase of its expansion includes distribution into Massachusetts and Florida, which will commence in the spring of 2011. Upon completion of the last two markets, Rheingold Beer will have distribution presence in 31% of the national beer market.
Now that Phase 1 has been completed, Drinks Americas will focus on consumer promotion and brand activation to grow the Rheingold name within the markets. The campaigns include aggressive samplings, tastings, glassware and account signage. To date, the company has shipped approximately $200,000 of Rheingold Beer in a combination of more than 21,000 can and bottle packs. Rheingold kegs are expected to be available in mid 2011.
Patrick Kenny, CEO, remarked, “Our Rheingold national expansion is going according to plan. We want to be sure to market and promote the brand capitalizing on what seems to be the fond memory beer consumers have about Rheingold. Volume and revenue are growing as we expand and add bottles and a range of pack sizes. The brand will be well positioned as we enter the beer drinking warmer seasons.”
For more information on Rheingold Beer, please visit the company website at www.rheingoldbrewingcompany.com