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Fentimans unveils US$1.6m brand overhaul

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Fentimans has launched a GBP1.2m (US$1.6m) redesign of its namesake mixer and tonic range.

Fentimans said the redesign will help unify its range of mixers and tonics

Fentimans said the redesign will help unify its range of mixers and tonics

The overhaul will roll out next month, the UK company said today, adding that it is the brand's biggest update since it was founded in 1905. The new look is designed to unify the Fentimans range and aims to highlight the company's heritage.

Fentimans marketing director Andrew Jackson said: "Building consistency across our range, in addition to improving the family look and feel, was central to this project." Jackson also said the new cues allow the company to build "relevance with a younger audience".

One of the biggest changes is the introduction of clear glass packaging for the 12.5cl on-premise bottle, which matches the wider range. All bottles will also include the new tagline: 'Botanically Brewed. Exquisitely Crafted'.

The relaunch will be supported with a new campaign that aims to build the connection between botanical brewing and a Fentimans beverage. The group claims to be the only drinks company in the UK to use botanical brewing to produce its products.

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