Britvic to splash out on Juicy Drench push as water is axed

The Juicy Drench campaign will involve a sampling push

Britvic has unveiled a multimillion-pound investment in fruit drink Juicy Drench - as it axes namesake bottled water brand Drench.

Juicy Drench is being backed with a nationwide push that includes sampling in shopping centres and parks. The convenience channel was a key focus, said Britvic, and would be offered exclusive price promotions and new PoS material.

Meanwhile, Britvic is moving ahead with plans to close the Huddersfield plant where Drench and Pennine Spring water are produced, following the recent conclusion of a collective consultation. It plans to replace Drench and Pennine Spring in the UK with its Ballygowan water.