PepsiCo apple juice brand Copella and cordials producer Bottle Green are both aiming to bring incremental growth to the market by encouraging consumers to drink their juice warm this winter.
Copella is launching Winter Warmer (rsp: £1.72/750ml), which contains spices such as clove, cinnamon, allspice and nutmeg and can be heated straight from the bottle in a saucepan or poured into a mug and warmed in a microwave.
The product will be supported with in-store marketing and is rolling out now to Sainsbury's stores prior to going into Waitrose later this month.
"Winter Warmer has been specifically developed for winter," said PepsiCo UK and Ireland marketing manager George Eapen. "We expect it to drive incremental category sales."
Bottle Green, which claimed only 22% of its sales are made in the winter months, is giving its seasonal Enjoy Hot cordials range (rsp: £2.99/500ml) its first major marketing push with a print advertising campaign, PR activity and sampling.
The range which includes Ginger & Lemongrass, Cox's Apple & Plum, Spiced Berry and Elderflower variants would appeal to ABC1 adults, said the company.
"We believe that during the winter months there is an opportunity to provide consumers with an alternative drinking occasion and to attract a different type of consumer to the category," said Simon Speers, marketing director at Bottle Green.