Coca-Cola Enterprises is maneuvering its mixer brand Schweppes into the bourgeoning adult soft drinks sector for the first time with a three-strong range of Schweppes Sparkling Juice Drinks.
Adult soft drinks is currently in 9.1% growth and the retailers are being urged to ensure their range caters for brands aimed at adults.
The new line-up includes Grapefruit & Blood Orange, Orange & Cranberry and Lemon & Elderflower variants, which are available in 750ml bottles (rrp £2) and 330ml cans (rrp 79p).
The launch is supported by in-store sampling, retailer events and a multi-million pound advertising campaign which sees the brand target 35+ year old consumers with a ‘separating men from boys, separating women from girls’ message.
Caroline Cater, Operational Marketing Director at CCE, said the Schweppes brand was well-known and trusted. She commented: “We want to build on this loyal following by engaging with a new generation of sophisticated adults to trial Schweppes range – particularly the new Sparkling Juice Drinks – given the wider societal trends around health and wellbeing.”
Cater concluded: “The new brand proposition and marketing support is an exciting step-change for Schweppes and will help to support our customers by driving brand awareness with our target audience.”