Britvic is promoting sugar-free Pepsi Max as a mixer for spirits in a campaign to support a new glass bottle for Pepsi in the on-trade.
The new sleek and contoured Pepsi Max bottle is inspired by the brand’s original “heritage” design and will also be rolled out across Diet Pepsi and original Pepsi.
It will be available from May in a 330ml size for “with food” occasions as well as a 200ml size for mixing with spirits.
A series of simple serves over ice are being promoted such as the Bourbon Max, with bourbon and lemon slices, and the Vermouth Max, with a sweet vermouth and orange peel.
The Brandy Max combines Pepsi Max with brandy and lemon peel while the Tequila Max mixes it with tequila and lime wedges.
Jonathan Gatward, GB marketing director for Britvic, said: “The new Pepsi Max bottle has been designed to sit perfectly in the most discerning bars and restaurants. The citrus and caramel ‘full mouth’ flavours of Pepsi Max delivers maximum taste with no sugar making the liquid perfect for mixing with spirits.
“With that in mind, we’re confident that the UK on-trade will love our signature serves and we look forward to seeing and tasting any new unique drinks that the trade create with Pepsi Max themselves.”
The new glass bottle will be supported by ongoing Pepsi Max and targeted outlet support, with a focus on “millennials” through its digital channels.