UK: Britvic targets women with adult CSD
Britvic has announced the launch of an adult soft drinks range that has been targeted at female consumers visiting on-trade outlets.
The UK-based soft drinks company said yesterday (6 March) that the launch of the CSD range Lime Grove has been designed to cater for the growing number of female consumers in the on-trade since the introduction of the smoking ban.
The pressed lime juice and sparkling spring water range will be available in three flavours including "Pressed Lime with a twist of Pink Grapefruit, Pressed Lime with a twist of Raspberry and Pressed Lime with a twist of Ginger," the company said.
The CSD will roll out into both drink and food led outlets next month in 275ml glass bottles as "a solus serve or a mixer".
Britvic's business unit director of on-premise Paul Linthwaite said: "We know that the number of women socialising in licensed outlets is on the rise, especially in the wake of UK-wide smoking ban - in fact females now represent 42% of all visitors. With our research suggesting that females are nearly three times more likely than males to consume soft drinks in the on-premise, the opportunity is clear."
Linthwaite added: "When females are socialising in pubs, bars and restaurants, our research showed they are looking for a soft drink that offers a modern, sophisticated and stylish choice that combines great taste with a consciousness of health, particularly naturalness. Additionally they want a soft drink that is recognisable and easy to order at the bar as well as an option they will not tire of drinking throughout a prolonged social occasion."
The Britvic Lime Grove launch will be supported by a targeted consumer and trade marketing campaign including consumer advertising, POS, sampling, bar staff incentives, staff training and PR, said Britvic.
The pub environment in the UK is changing as a result of measures such as the smoking ban and changing consumer preferences. And with concern over excessive alcohol consumption continuing to rise, Ann...
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