Ginger Ale has never been a considered a “looker.” ​ The category is laden in green with lots of old english-esq type and generally a beverage your grandpa drank, used for mixers or the nausea special. Seagram's decided to increase distribution and knew they needed to refresh to attract new drinking occasions.

There is a lot of heritage in the Seagram's brand that we didn’t want to abandon. In fact, we leaned into the iconic elements making them more ownable, sophisticated and modern enough to attract new consumers.



Project from Hatch

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