Product Launch - UK: SHS Drinks' Shloer Celebration Pink Fizz, White Bubbly
Click through to view SHS Drinks' Shloer Celebration Pink Fizz and White Bubbly
SHS Drinks' Shloer Celebration Pink Fizz, White Bubbly
Category - Soft drinks, CSD
Available - From this week
Location - UK, in both on- and off-trade
Price - In off-trade, RRP of GBP2.99 (US$4.62) per 75cl bottle, in on-trade, RRP of GBP4.50 to GBP6
Distribution - SHS Sales & Marketing
SHS Drinks has launched two “celebration-style” extensions to its Shloer adult soft drinks brand in the UK. The Pink Fizz and White Bubbly additions will be available in 75cl bottles, which will use cork closures.
Both will be supported by a PR campaign and price promotions.
Shloer Celebration Pink Fizz and Celebration White Bubbly – two new premium ‘celebration’ style soft drink lines from Britain’s No 1 adult soft drinks (ASD) brand – are aiming to bring new impetus to the ASD sector by encouraging consumers to trade up, bringing new consumers into the category, creating theatre and adding a new cachet to the soft drinks fixture.
Both Shloer Celebration variants, which have higher carbonation levels than the lightly sparkling Shloer range, are packaged in 75cl clear glass bottles featuring natural cork closures encapsulated in a wire cage and foil. They have an RRP of £2.99 per bottle.
The distinctive new lines will make their debut in stores and depots from the middle of August with listings confirmed in Tesco, Sainsbury’s and Asda. They will be available all year round with additional feature focus around key calendar events such as Christmas/New Year, Valentine’s Day and social occasions such as baby showers and weddings.
The launch will be supported via a high profile consumer PR campaign, introductory price promotions and digital activity with 52,000 fans on Facebook and the Shloer website (www.shloer.com). Shloer Celebrations will also benefit from the halo effect of the £16 million marketing support programme behind the brand this year.
Amanda Grabham, Head of Brand Marketing – Shloer, says: “Shloer is well-established as the alcohol alternative for social gatherings and family celebrations – an association which we are constantly reinforcing through the brand’s ‘Best Served Shared’ campaign – and with these new launches we are looking to build on Shloer’s proven track record in successful brand innovation.
“The arrival of Shloer Rosé in 2009 brought new shoppers into the ASD category as well as introducing new consumers to the brand – when it was launched seven out of every 10 bottles of Shloer Rosé sold were incremental.
“More recently, we’ve had tremendous success with the series of seasonal Punch Limited Editions - together Shloer Berry Punch and Fruit Punch have sold more than 4.4 million bottles, and last year they attracted more than half a million (514,600) new shoppers, so the Limited Editions really have made a big impact. In 2012 they added 3% to the value of the ASD category in some multiple grocers – equivalent to up to £1 million-worth of extra sales through the till.
“The success is being driven by consumers looking for exciting new soft drink flavours to share with friends and family at in home social occasions, and these Shloer lines have brought an extra level of theatre and excitement to the soft drinks fixture. With the Shloer Celebration duo we are adding another new dimension to the grape-based Shloer portfolio with Celebration Pink Fizz and Celebration White Bubbly adding a little more sparkle and pizazz for those wanting an adult soft drink that adds something a bit special at celebratory events. Introducing the premium Shloer Celebration offering has been positively received by buyers who have recognised the potential to encourage consumers to trade up.”
Original source: Company Release
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