UK mixer brand owner Fentimans is to replace its 12.5cl bottles with a larger 20cl format to target trends for longer serves in its home market.
The new packs will cover Fentimans’ entire namesake mixer and tonic portfolio including Tonic Water, Ginger Beer and Rose Lemonade. The 12.5cl range will be gradually be phased out across all Fentimans markets, which include about 90 countries.
According to Fentimans, the larger format will appeal to the increasing number of consumers looking to enjoy longer mixed drinks. “With the launch of our new 20cl pack format, we have responded to the ever-evolving needs of our customers,” said Fentimans marketing director Andrew Jackson.
Consumer consumption trends have evolved during the coronavirus pandemic towards at-home cocktail occasions, and the spirits industry has looked to benefit. Speaking to just-drinks in January, Diageo CEO Ivan Menezes said the company’s marketing had pivoted “significantly” to capture more of the at-home occasion.
Meanwhile, newcomers are entering the premium mixer category. In February, PepsiCo launched Neon Zebra, a range of mixers to help consumers create their own simple cocktails at home.
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