Drench Sparkling looks to soak up sales with new bottle format

Drench

Britvic is launching a new single serve 500ml PET bottle for sparkling variants of its juice drink brand, Drench.

The new Drench PET bottle has been developed specifically to meet the needs of today’s consumers, with recent research showing that 97% of Brits now shop ‘on-the-go’ as often as four times a week.

The new format will be rolled out from the end of March and will be supported by a substantial ad campaign in May. The campaign, entitled ‘Don’t Decide’, will include out-of-home and digital advertising. It will be supported through social media and in-store activity, to drive trial amongst target 30+ adults.

Re-launched in 2016 with a reformulated lower sugar recipe, the Drench brand has outperformed the juice drinks category, achieving +92.14% value growth in the year to January, equating to an additional +£1.32m added to the category.

Kevin McNair, GB Marketing Director, Britvic Soft Drinks, commented: “With the introduction of the new 500ml PET format for Drench Sparkling, there’s now even greater choice for consumers, which is ultimately what we at Britvic aim to provide, and we are confident that this will benefit our trade customers in turn as they maximise the on-the-go opportunity.”

The new Drench Sparkling 500ml PET bottle format will be available from the end of March in cases of 12 and 24 bottles. It will also be available as a £1 PMP.