Britvic Launches New Sparking Drench Variants Aimed At Adults

Following the relaunch of its juice drinks brand Drench earlier this year, Britvic has unveiled new sparkling variants targeting adult consumers seeking a more “sophisticated carbonated soft drink”.

drench-sparkling

The new flavour combinations, Raspberry & Cranberry and Grape & Elderflower, will be available in a 330ml can format. The launch will be supported with a marketing campaign including outdoor media, with health messaging highlighting that Drench Sparkling contains no artificial sweeteners, colours or flavourings, meeting the demands of the target 30+ consumer.

Kevin McNair, GB Marketing Director, Britvic Soft Drinks, commented: “We know that the typical adult consumer (30+) is leaving the soft drinks category in favour of tea, coffee and water, but still wants something tasty and refreshing, so there is certainly a need for a relevant grown-up solution to keep these drinkers in the category. Extending the range and providing new flavours and formats, under a recognised brand, will ensure our customers can meet their consumers’ needs and drive sales of adult soft drinks in outlet.”

The new cans of Drench Sparkling are available as a wholesale exclusive at an introductory case price of £5.99, before being rolled out nationally in October at an MRSP of 79p per can.

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