Drench’s new range looking to soak up over-30s

Drench Sparkling

Following the complete relaunch of its juice drinks brand Drench earlier this year, Britvic has unveiled new sparkling variants to extend the range into the carbonated segment.

The new flavour combinations – Raspberry & Cranberry and Grape & Elderflower – will be available in a 330ml can format targeted at the 30+ demographic.

The launch is supported with a marketing campaign including outdoor media, which highlights that Drench Sparkling contains no artificial sweeteners, colours or flavourings.

Kevin McNair, GB Marketing Director, Britvic Soft Drinks, explained: “We know that the typical adult consumer 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 store.”

The recent refresh of the brand saw the launch of new 400ml and 500ml packaging with a modern design, supported by a consumer awareness campaign. Through the continued use of naturally sourced stevia sweetener, the new flavours contain less sugar than previously in response to the target consumers’ preferences.

The new 330ml 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 rrp of 79p per can.