Coca-Cola Enterprises is helping adults to drink responsibly this summer with several developments under the Schweppes brand that target both alcoholic and non-alcoholic drinking occasions.
For adults wanting to taste summer flavours associated with alcoholic drinks but with none of the hard stuff, it is introducing a limited edition Schweppes Summer Punch Lemonade.
Described as a non-alcoholic equivalent to the popular summer drink Pimm's and lemonade, it is similar in taste and appearance and has also been designed to be served over ice with fresh fruit. It will be available from this month until September in a two-litre bottle.
The company is also making life easier for consumers looking for something slightly stronger. It is launching new packaging across its Schweppes and Canada Dry mixer ranges that features a newly designed cap doubling as a spirits measure. The 35ml measure cap will appeal to adults looking to monitor their alcohol intake better, according to CCE.
&aquot;With this product innovation, Schweppes will bring the licensed experience home as more consumers in the on-trade move back from premium packaged spirits to spirits and mixers,&aquot; said operational marketing director Kieran Hemsworth. Both products will be backed by a £2.2m marketing campaign, including TV support and cinema adverts kicking off in the summer.
CCE is also updating its mixers to follow the growing trend in the soft drinks and juice categories of broadening appeal as adult soft drinks brands.
Schweppes Tonic with Pomegranate is being added to the range in August and will be the first mixer to use the fruit, says the company. As well as being an accompaniment to spirits such as gin, vodka and rum, it is also designed to be drunk on its own.
In addition, CCE is launching its Russchian aromatic tonic water, a pink drink that currently comes in 500ml bottles, in a one-litre format.
Deputy Marketing Editor