Last Updated: 7/17/2009 3:50 PM
Izze’s other CSD entry is Sparkling Ginger, which, like Sparkling Birch, isn’t a juice flavored beverage. Instead, this product tastes very much like a mainstream ginger ale, with a pretty mild note of ginger flavor that’s derived from flavorings and ginger oil. Having no ginger juice is somewhat of a disappointment to us, but more importantly, positioning the drink to be just like a mainstream ginger ale is something that makes us wonder who exactly the intended consumer is. There are certainly lots of other premium ginger flavored beverages in glass bottles already – and we don’t see anything overly unique or interesting about this Izze entry. Packaging fits with the rest of the brand, but on the other hand, it fits to the point of blending in. Consumers who are familiar with the brand also might be somewhat surprised to see a line extension that’s not juice based. Either way, we think this product needs work as in its current form, it’s not a memorable product.