Supply, and at the same time competition, on the mild alcoholic beverages market tightens. Hartwall is launching a novelty on the Finnish market, mixing the Finnish long drinks with the taste of cocktails. Åttå Drinkero is a beverage influenced by the world of cocktails, designed to appeal to Finnish taste.
In the future, Drinkeros will form a new category in the mild alcoholic beverages market. Similar kinds of Ready to Drinks are popular around the world, but in Finland, this category is still small, and the drinks are mainly sold in restaurants and Alko. Drinkeros are mild alcoholic beverages and can therefore be sold in grocery stores.
According to Hartwall's consumer surveys, Finnish consumers want to try new flavours and new kinds of refreshing alternatives for beers, ciders, and long drinks. This demand has now been met by Åttå Drinkeros, combining the familiar freshness of long drink with a great taste.
“The drink received very good feedback in taste tests. According to surveys, three out of four participants considered the concept of Drinkero modern, approachable, positive, and unique. Consumers are now looking for fresh, invigorating new drinks loaded with flavour,” says Category Marketing Manager for Hartwall's long drinks and ciders, Niklas Koiso-Kanttila.
Drinkeros are produced through fermentation. Based on taste tests, Hartwall decided to launch the milk based White Russian and the fruity Strawberry Margarita first. Drinkeros are sold in 0.25 litre cans – a serving amount equivalent to drinks served in restaurants. The alcohol content of Drinkeros is 4.7%, and they will be sold from 16 Aug onwards.
The Kjartan character as the frontman of the launch
The Kjartan character hustles and bustles as the frontman of the launch. The character is influenced by the actor Kristian Valen, who was elected comedian of the year in Norway. He is a very popular stand-up comedian in Norway and has created several hilarious characters with huge success. Kjartan is one of these characters, and it has become a legend through the comedian's own Valen TV show.
Kjartan’s comedy resembles that of the well-known character Borat. Humour springs from cultural clashes and the characteristics of different nationalities. Kjartan is a caricature that makes fun of Norwegians’ – and why not Finns’ – stereotypical perceptions of Swedes.
An illustrative example of this is Kjartan’s remark after tasting Drinkero: “Det är så gott att det måste vara från Sverige.” – “It’s so good it must be from Sweden.” For this reason, Hartwall named the Drinkeros “Åttå” – based on its “Otto” long drink brand.
Further information:
Hartwall Ltd, Category Marketing Manager Niklas Koiso-Kanttila, niklas.koiso-kanttila@hartwall.fi, tel. +358 (0) 20 717 2842 or Communications Manager Tuija Kleimola, tuija.kleimola@hartwall.fi, tel. +358 (0) 20 717 2595
Images of products: www.hartwall.fi/kuvapankki