Sparkling juice drinks are being added to the Schweppes range in the licensed trade alongside a new marketing campaign for the mixers brand.
Coca-Cola Enterprises (CCE) has debuted the new range with Grapefruit & Blood Orange and Lemon & Elderflower variants, available in 275ml bottles from April.
The extension of the brand is partly inspired by data from the Office for National Statistics that show that one in five adults is now teetotal.
They are being promoted as containing fewer calories than some other products in the adult drinks sector, with 20 calories per 100ml. The launch is being supported by behind-the-bar point-of-sale materials.
It coincides with a multi-million-pound advertising campaign for the Schweppes brand, targeting it at a younger adult audience with a new, witty tone of voice and ad strapline, “Separating men from boys, separating women from girls”.
The advertising campaign will run from the end of April across on-demand TV, cinema, digital and outdoor media, reaching an estimated 90% of the adult population in Great Britain.
Caroline Cater, operational marketing director at CCE, said: “2015 marks a huge year of investment for Schweppes. With its 230-year heritage, the brand is well-known and trusted. We want to build on this loyal following in licensed channels by engaging with a new generation of sophisticated adults to trial the Schweppes range – particularly the new Sparkling Juice Drinks offering consumers greater choice.
“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. This is the first wave of investment for Schweppes in 2015, with more exciting plans to be announced later in the year.”