Shloer hopes to strengthen its position as an adult soft drink alternative to booze with the launch of two ranges, Spritzed and Pressed – its first not to have grape juice as a base.
Described by the SHS Drinks brand as its “most exciting developments ever”, the new sparkling drinks were created “to meet growing demand for more soft drink choices to consume in place of alcohol”.
Spritzed is a selection of “light, dry, aperitif alternatives” in Bitter Orange, Grapefruit & Mint and Bitter Lemon & Lime (rsp: £2.49/700ml) – all promising a “bitter mouthfeel”. They had been “developed specifically as an alternative to the likes of gin & tonic” said Shloer.
Packed in a glass bottle, the Spritzed trio will be joined on shelf by the new Pressed lineup in a can – meant as an alcohol-free rival to flavoured cider. Strawberry & Lime, Rhubarb & Apple and Mixed Berries (rsps: £1/330ml & £3.50/4x330ml) were modelled on “the best-performing fruit flavoured ciders” said Shloer.
Pressed and Spritzed will be available in full from 23 March in Asda, with Spritzed’s orange and grapefruit options having rolled this week into Waitrose.
The new ranges would “herald a new dawn” for Shloer, according to SHS Drinks head of soft drinks Nick White. “Our intention is to make Shloer the drink of choice for those who want to have fun and join in even when they are not drinking alcohol.”
The brand will be the subject of “significant” marketing activity in 2019, including an advertising push spanning both digital and traditional media. It lost £3.3m in grocery last year, as its value slumped 11% on volumes down 6.8% [Nielsen 52 w/e 8 September 2018].