Britvic Soft Drinks has unveiled plans to launch a new flavoured juice drink to the UK on-trade in the run-up to Christmas.

The UK-based drinks company said today (10 December) that it will introduce the first standalone pomegranate juice drink to the on-premise as part of its mixers and juices range. The drink will be available in contemporary non-returnable bottles in both 125ml and 200ml, the company said.

Britvic said that in the off-trade, pomegranate is the eighth biggest selling fruit flavour and, in the past year has seen UK sales growth rocket 122% to a sales value of GBP18m (US$37m) across total trade.

Britvic business unit director of on-trade Paul Linthwaite said: "The take-home channel has been quick to capitalise on this trend but until now, there has been no standalone pomegranate juice drink for consumers catering specifically to the on-premise sector."

Linthwaite added: "By introducing the new Pomegranate juice drink to our range of Britvic mixers and juices we are offering consumers a premium and versatile flavour to consume as either a mixer with spirits, as an ingredient in cocktails, or as an individual juice drink with ice and a slice of lime."

The launch of Britvic's pomegranate variant will be supported with a trade marketing campaign which will include serving suggestions such as vodka and pomegranate, gin and pomegranate or as in ingredient within cocktails. The campaign will introduce POS kits to the on-trade including drip mats, posters and tent cards, the company said.