Jolly Shandy

History

The first Jolly Shandy in Hong Kong hit the local market in 1986. The great taste and youthful looking of Jolly Shandy appealed to the youngsters in the city. Jolly Shandy has become the favorite representative of shandies. Jolly Shandy puts effort into expanding its retail sales line over the world. Nowadays, it is mostly available in supermarkets, convenience stores, western restaurants and Chinese restaurants.

The apple flavor Jolly Shandy and the grapefruit flavor Jolly Shandy were released in 1999 and 2001 respectively to satisfy the need of consumers. The company of Carlsberg Malaysia re-launched its beverage brand in 2007. The lemon taste was improved and Vitamin C was added into it.

With an aim of celebrating the relaunch, a new version of the beer mix called Jolly Shandy Lychee is introduced to the customers who are not satisfied with the original taste of Jolly Shandy. The packing size of the Lychee flavored Jolly Shandy is 330 mL and contains 0.6% alcohol content. It is produced in mainland China.

Ingredients

In Hong Kong, there are currently four flavors of Jolly Shandy includes lychee, golden kiwi, lemon and ginger. Other flavors like apple, peach and pineapple have already stopped selling. Also, some special tastes of Jolly Shandy such as Mandarin orange flavor are sold in Malaysia and Singapore.

Jolly Shandy is a brand of trendy and energetic beverage under the banner of Carlsberg . It has a tangy great taste as well as vitamin C is added for the refreshing feeling. Besides, the ingredients of Jolly Shandy includes water, sugar, beer, barley malt, carbonating agent (carbon dioxide), acidity regulator (citric acid), flavoring, Caramel color (E150c), Hops and antioxidant (E300).

A typical can of Jolly Shandy (330mL with 0.6% alcohol) contains 7.5 grams per 100 mL of sugar, 0 mg of sodium, 0 grams fat, and 36 kilocalories per 100mL.

Design

Jolly Shandy’s package design has been changed for several times since its establishment. On the other hand, Jolly Shandy’s outlook also alternates in different regions.

In Hong Kong

In 1990s, Jolly Shandy appeared with a two color design, separating the upper part and the bottom part. Golden “Jolly” and silvery “Shandy” labels were marked at the middle part of the can. The three tastes had their own specific colors. Before being changed to the current design, Jolly Shandy was on sale with a black coating, while there was lightening sign in respective colors of the tastes as decoration. The color of word “Jolly Shandy” has also been changed to sliver. In 2013, the design of Jolly Shandy has been reforged by a design team led by Alfonso Granati. The new two color designs with bright color are used to present the youngster-focused strategy. In the new design, the dot of letter J in the label “Jolly” is changed to yellow.

In Malaysia

The design of Jolly Shandy in Malaysia is different from that in Hong Kong. It has the same “Jolly Shandy” label with the Hong Kong product but there are several concentric circles in the background.

Re-branding

A new packaging design of Jolly Shandy was introduced in 2013. The new Cartils design adds the bright colors to the package and increases attractiveness and taste expectation for the consumers. Carlsberg group had reportedly increased the sales of Jolly Shandy by 30% since the introduction of the Cartils’ redesign. The company slogan (Traditional Chinese：新作為 夠薑轟出嚟！) promotes ginger Jolly Shandy, the company’s latest flavor.

In Mass Media

The brand’s localized Facebook page was launched in 2013. The Facebook page constantly releases updates and promotions of the product and is the most famous for its ‘piggyback’ marketing technique. The page usually looks at events and news stories and comes up with the ideas that allow them to ‘piggyback’ off without having the huge cost. The ironic message implied in the advertisement have successfully made the page famous and are particularly popular among Hong Kong teenagers. Aside from Facebook page, the brand also collaborates with local YouTubers and promotes the soft drink through their YouTube channels. The latest Jolly Shandy television commercial was released in 2013, featuring the Cantonese artist G.E.M., the singer collaborated with Jolly Shandy to promote her concert tickets. In addition, Jolly Shandy also advertises on public transportation within the available regions.

Associated company

Jolly Shandy is a Carlsberg’s brand with a novel mixture of fruit juice and real Beer. “Perfecting the quality of beer” is a focus of the Danish brewing company which emphasizes on merging different types of fruit with beer to create original tastes. This innovative production strategy helps Carlsberg build scalable positions in worldwide beer markets such as Denmark, Finland, Norway, Russia, China, Hong Kong and Singapore.

As the fourth sizable beer multinational corporation around the globe, Carlsberg Group was initially located at Western Europe since 1847. Mature and localized market strategy in Denmark characterized by well thought-out retail system and tradition of beer consumption successfully spreads to the world. In Asia, with an expanding population and an increase of income levels, Carlsberg Group has shifted market focus to the Asian regions and invented a series of non-alcoholic nutrimalt drinks such as Jolly Shandy for Asian teenagers and non-alcoholics.

In the future, Carlsberg Group will expand their retail system to Asian and African regions by improving commercial execution, promotion and advertising. Besides, this brewing company continuously consolidates the beer empire in the Western Europe. Its focuses are increasing market share and simplifying business model by providing superior customer service, top-quality products and boosting efficiency.