New look for Shloer bottles to support growth in on-trade

Shloer Red & White Grape 275ml

SHS Drinks has invested in a stylish new look for the 275ml bottles of Shloer Red Grape and Shloer White Grape on the back of growth in bars and pubs.

The new pack design, which is being rolled out this summer, features a screw-top closure replacing the crown cap to make it easier and more practical for bar staff and consumers to open the bottles.

The bottles have also been re-modelled with a “curvier” more contoured shape, reflecting the contemporary design of the 750ml bottles available in the grocery trade where the brand is the number-one adult soft drink.

More prominence has also been given to the “red grape” and “white grape” descriptors which are now featured on the front of the main bottle label as well as the neck label.

SHS is supporting the redesign with new point-of-sale materials that are being made available to stockists to help increase visibility in outlet.

Amanda Grabham, marketing director for soft drinks at SHS Drinks, said: “With the growth in popularity of Shloer in pubs, bars and restaurants we’ve decided to move to a screw top which is a more practical closure in an on-trade environment.

“It’s easier for licensees to open and pour, and in a summer scenario where customers need to carry the bottle into a pub garden, to avoid spills the unopened bottle can simply be handed over to customers with a glass. And, of course, there’s also the added bonus of the cap being re-sealable.

“At the same time, we have also taken the opportunity to re-design the bottle to give it a more interesting and distinctive shape which will have better stand-out in the chiller.

“The labels have also been given a refresh, and we’re making new POS items available to help licensees drive visibility in their outlets.”

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