Suso is investing £4m in its first marketing push for its new fizzy fruit juice, focused around a lifestyle magazine.
The company, set up by former Red Bull MD Harry Drnec, hopes to bring the brand to life with a quarterly magazine, Susology, available in bars, as well as outdoor ads, sampling and online activity. The push will feature stories of people who show "creativity and determination to inspire young people", said CEO Sean Uprichard.
Suso was launched in 900 Tesco Express stores in January. "If the success of Suso continues we could be talking about the biggest drinks success of the year," said Sarah Hames, Tesco soft drinks buyer.