Ribena Winter Spice

ribena winter spice

Who: Lucozade Ribena Suntory

What: Ribena Winter Spice

Where: Squashes/cordials

When: Launched September 2015

How much: Rsp: £2.49 for 850ml

Why: UK consumers are increasingly trying to moderate their alcohol intake - and one result has been an increase in non-alcoholic occasions. This launch from Ribena is aimed at tapping the need for interesting products for those occasions, with a drink that offers a similar drinking experience to mulled wine. Although consumers have long enjoyed serving Ribena hot, this variant marks the first time a hot serve has been communicated on pack.

Consumer verdict: The Ribena branding, festive-looking label and attractive bottle shape generated a lot of pre-trial interest among our consumer panellists. After testing there were lots of positive comments about the “warming, fruity” taste, pleasant aroma and suitability as an alternative to mulled wine. It did especially well in the North and Midlands, where it achieved a perfect score - while a minority in the South thought there was an “artificial” flavour note. 38% of consumers said they would buy this at least fortnightly and 39% considered it a great choice for kids.

Pre-trial purchase: 55%

Post-trial purchase: 65%

Better than what’s out there: 63%

New and different: 80%

Overall score: 47/50