Shloer is expanding its range of grown-up soft drinks with an alcohol-free punch.

Summer Fruit Punch (rsp: £2.29), joins the six-strong Shloer line-up at the end of March, and will benefit from a £16m brand-wide multimedia marketing programme in 2011.

The company will pitch the product as an alcohol-free Pimm's-style drink that can be served in a jug and garnished with fruit. "Just because you don't want an alcoholic drink, doesn't mean you don't want the fun and theatre of the creative serve," said Shloer marketing head Amanda Grabham.

The brand will also be launching a monthly Sunday Cookbook competition via Facebook, inviting users to upload recipes using a list of ingredients selected by Shloer.