Historic recipes inspire new craft soft drinks range

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A range of “craft” soft drinks has been launched by Gunna Drinks, drawing inspiration from historic recipes around the world.

The Gunna line-up features four variants, led by Original, made with sparkling water, natural gingers and aromatic flavours, based on a drink originally invented by the British Navy as a remedy for sea sickness.

The second, Steelworks, combines sparkling water, natural gingers and cola tonic and is based on a drink enjoyed by Cape Town’s steelworkers.

These are followed by Pink Punk, which is a mix of sparkling water, natural raspberry and lemon, inspired by the non-alcoholic cocktail, the Shirley Temple.

The fourth in the range is Muscovite, a cloudy lemonade made with sparkling water, natural lemon and mint, based on a lemonade recipe famous in Moscow.

The range all contain less than 5% sugar, putting them below the government level for sugar tax, with taste profiles that combine sweet, sour, bitter and spicy notes.

They are targeted at millennials who are said to be looking for more character and personality from brands. Gunna Drinks undertook extensive taste testing and quantitative research with thousands of consumers in their 20s and 30s, demonstrating that “consumers felt the mainstream carbonates category lacked personality and excitement, particularly compared to categories like craft beers, spirits and healthy snacking”.

All four flavours are available in contemporary, stylish 330ml cans as well as 330ml glass bottles.

CEO and founder Melvin Jay said: “We looked to the craft drinks market for inspiration which has seen rapid growth in recent years. Younger consumers feel that soft drinks lack real character both in terms of taste profile and personality, so we wanted to bring some true character back to carbonates and make it a sector that gets consumers excited.

“We know there’s a real opportunity to capitalise on the demand for healthier, more authentic soft drinks, but people need to have a clear reason to pay the extra money.

“At Gunna, we have a very focused brand proposition and we’re looking to bring back true character and style. Low on sugar doesn’t have to mean low on taste and stand-out flavours are at the core of what we do.”

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