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”.
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.