Company: Fentimans
Rsp: £2.50/500ml bottle
Competition: Crabbies, Ginger Joe
The sell: Hollows Superior Alcoholic Ginger Beer describes itself as the ‘thoroughbred’ option in the growing alcoholic ginger beer category.


The consumer
I found Hollows Superior Alcoholic Ginger Beer lacking in taste. Although there was a subtle hint of ginger, it was not the sort of kick that I expected, and the taste of the ginger beer was overrun by the strong presence of added alcohol. In comparison with traditional ginger beer this version was poor in taste and look, appearing pale and cloudy. I cannot see this being chosen over another beer. Two stars (out of five)
Natalie Gribben, manager, Manchester

The expert
The label has a retro look, which is nice, but the bottle is brown and 500ml which is an immediately hard sell for female consumers. The product itself is very refreshing, with light ginger beer characteristics and a sensible abv of 4% that certainly makes it quaffable, particularly when chilled. Three stars
Paul Miller, category manager, Capper & Co

The Grocer
Hollows is more subtle in both branding and flavour than its main on-shelf rival, Crabbies, and in my view that's a good thing. Although I have a sweet tooth, Crabbies is just too much. Hollows gives more of a warming ginger zing without the sugar hit offered by its rival.

The colour reminds me of a traditional cider or perry, which suggests that Hollows is the real deal. This is given weight by its 1905 on-pack flash. And top marks to Fentimans for going with the Hollows name to avoid otherwise inevitable confusion with its Fentimans non-alcoholic ginger beer. Four stars
Richard Ford, deputy fresh foods editor

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