Coca-Cola Launches That Special Seagram's Sparkle Across the U.S.

Full Line of Ginger Ale and Mixers to Have Expanded Availability and Marketing Support

ATLANTA--(BUSINESS WIRE)-- For people in the U.S. who've always wanted ginger ale and mixer choices from Coca-Cola, the wait is over. Coca-Cola is expanding availability for the full line of Seagram's Ginger Ale and mixers across the country. So whether you're kicking back for a moment of relaxation or enjoying a gathering with friends, refreshing Seagram's brands can be there.

Coca-Cola acquired rights to the Seagram's business in 2002, but distribution for Seagram's brands has been limited within the Coca-Cola system. Now, Coca-Cola Refreshments and other bottlers are combining the strength of the Seagram's brand with the extensive Coca-Cola distribution system to significantly increase availability of Seagram's Ginger Ale, Club Soda, Seltzer and Tonic Water in retail outlets across the U.S.

"While ginger ale and mixers are favorite beverage choices for many adults, they weren't fully available offerings in the Coca-Cola portfolio of beverages," said Caren Pasquale Seckler, Vice President, Sparkling Flavor Brands, Coca-Cola North America. "By making the Seagram's brand more readily available, we can ensure when people reach for ginger ale or mixers for both every day enjoyment and for social celebrations, they choose Seagram's."

Seagram's has a positive brand image with consumers and has enjoyed stable growth in recent years. In the U.S., the overall ginger ale and mixer category is large and growing.

"We see great opportunity for Seagram's," continued Pasquale Seckler. "With increased distribution, new, expanded marketing and the support of the entire Coca-Cola System, we'll be able to put Seagram's Ginger Ale and mixers within easy reach of people everywhere."

Marketing for Seagram's will roll out in several phases, beginning this month with new radio and out-of-home advertisements for Seagram's Ginger Ale. Targeted to adults, the new brand messaging conveys the comfortable sophistication that Seagram's can bring to the everyday. The "It's Good to Be You" campaign highlights the clean taste and natural ginger flavor of Seagram's Ginger Ale as a great option for adults seeking a non-caffeinated way to unwind and wash away the hassles of the day. The campaign was created by Ames Scullin O'Haire (AS0) of Atlanta. Additional marketing programs and enhancements will launch throughout the year.

About The Coca-Cola Company

The Coca-Cola Company (NYSE: KO) is the world's largest beverage company, refreshing consumers with more than 500 sparkling and still brands. The Company's portfolio includes 14 billion dollar brands, including Coca-Cola, recognized as the world's most valuable brand, as well as Diet Coke, Fanta, Sprite, Coca-Cola Zero, vitaminwater, Powerade, Minute Maid, Simply and Georgia. Globally, we are the No. 1 provider of sparkling beverages, juices and juice drinks and ready-to-drink teas and coffees. Through the world's largest beverage distribution system, consumers in more than 200 countries enjoy the Company's beverages at a rate of 1.7 billion servings a day. With an enduring commitment to building sustainable communities, our Company is focused on initiatives that protect the environment, conserve resources and enhance the economic development of the communities where we operate. For more information about our Company, please visit our website at www.thecoca-colacompany.com.

Seagram's is a registered trademark of LDI (Cayman) Ltd. and is used under license.

    Source: The Coca-Cola Company

Released February 28, 2011