The Enjoy Hot campaign aims to extend the appeal of cordials outside of the traditional summer period, promoting them as caffeine-free alternatives to tea and coffee and alcoholic drinks.
Running across both the off- and on-trade, it is supported by point-of-sale materials as well as Bottlegreen-branded urns for selected catering outlets.
Bottlegreen has also brought back its limited-edition spiced berry cordial for the winter months. Available in 500ml bottles, it is promoted as a non-alcoholic alternative to a classic mulled wine recipe.
It is made with blackcurrants and aronia berries, blended with a range of aromatic spices to create a cordial for diluting at a ratio of 10:1 with hot water to make a warming winter drink.
The winter campaign is supported by PR activity and sampling including distribution of 25,000 miniature bottlegreen bottles to staff in offices. In the off-trade, the campaign includes a limited-edition blackcurrant and coffee cordial exclusive to Waitrose.
Bottlegreen Drinks managing director Simon Speers said: “This year we’ve had tremendous success with our ‘handpicked for summer’ campaign which saw Bottlegreen achieve its highest sales figure in the brand’s 24-year history. In the first seven months of the year Bottlegreen elderflower cordial sales were up by 29% compared with the same period in 2012.
“The Enjoy Hot campaign has similarly gathered momentum as each year we build on the foundations laid in the previous winter season. We have now reached the point where during the week before Christmas spiced berry sales are second only to our flagship elderflower flavour.
“Encouraging hot consumption will drive incremental growth not only for us, but for the category as a whole and, of course, for retailers.”
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