Jolly Shandy

Jolly Shandy is a type of soft drink. Its composition is mixed with lemonade and beer containing under 1% Alcohol by volume (ABV).[1]

Jolly Shandy
Jolly Shandy Logo
TypeShandy
ManufacturerHeineken Malaysia
Introduced1986 (Hong Kong)
Related productsHeineken
WebsiteOfficial website

History

The first Jolly Shandy in Hong Kong opened in 1986.[2] It is now mostly available in supermarkets, convenience stores, western restaurants, and Chinese restaurants.[2]

The apple flavor Jolly Shandy and the grapefruit flavor Jolly Shandy were released in 1999 and 2001 respectively.[2] The company of Henieken Malaysia Berhad re-launched its beverage brand in 2007.[3] The lemon taste was improved and Vitamin C was added to it.

A new version of the beer mix called Jolly Shandy Lychee was introduced to the customers who were 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.[4]

Ingredients

In Hong Kong, there are currently four flavors of Jolly Shandy: lychee, golden kiwi, lemon, and ginger.[5] Other flavors like apple, peach, and pineapple have been discontinued. Some special flavors of Jolly Shandy such as Mandarin orange flavor are sold in Malaysia and Singapore.

Jolly Shandy[6] is a brand of energetic beverage under the banner of Carlsberg. The ingredients of Jolly Shandy include 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 several times since its launch. Its appearance also differs in different regions.

In Hong Kong

In the 1990s, Jolly Shandy appeared with a two color design,[2] separating the upper and lower parts. Golden “Jolly” and silvery “Shandy” labels were put in the middle part of the can. The three different flavors had their own specific colors. Before being changed to the current design, Jolly Shandy was on sale with a black coating, while there was a lightning sign in the respective colors of the different flavors as decoration. The color of the word “Jolly Shandy” was also changed to silver. In 2013, the design of Jolly Shandy was reworked by a design team led by Alfonso Granati. The two new color designs with bright colors are used to represent a youngster-focused strategy. In the new design, the dot of letter J in the label “Jolly” has been 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.

Promotions and Advertising

Re-branding

A new packaging design of Jolly Shandy was introduced in 2013.[7] Carlsberg group had reportedly increased the sales of Jolly Shandy by 30% since the introduction of the Cartils’ redesign.[8] 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 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[9]’ off without having any huge costs. The ironic messages implied in the advertisements have successfully made the page famous and are particularly popular among Hong Kong teenagers. Aside from the Facebook page, the brand also collaborates with local YouTubers and promotes the soft drink through their YouTube channels. The latest Jolly Shandy television commercial[10] 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[11] within the available regions.

See also

References
  1. https://www.heinekenmalaysia.com/. {{cite web}}: Missing or empty |title= (help)
  2. "Jolly Shandy". projects.pacit.net. Retrieved 2016-03-26.
  3. "Carlsberg Group - Jolly Shandy". www.carlsberggroup.com. Retrieved 2016-03-24.
  4. "Jolly Shandy | Lychee Flavoured Jolly Shandy 0.6%". Jolly Shandy | Lychee Flavoured Jolly Shandy 0.6%. Retrieved 2016-03-26.
  5. "Security Check Required". www.facebook.com. Retrieved 2016-03-26.
  6. "Jolly Shandy". www.ratebeer.com. Retrieved 2016-03-26.
  7. "Cartils develops new design for Carlsberg's Jolly Shandy". FoodBev. 18 July 2013. Retrieved 2016-03-26.
  8. "Carlsberg Jolly Shandy Increases Sales After New Design". cartils.com. Retrieved 2016-03-26.
  9. "Creative and Cost Effective Piggyback Marketing". State of Digital. 3 January 2013. Retrieved 2016-03-26.
  10. Jolly Shandy (2013-03-15), Jolly Shandy X G.E.M.最新電視廣告, retrieved 2016-03-26
  11. HP1417 (2013-06-03), KMB PH6346@601 - Jolly Shandy ads, retrieved 2016-03-26
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