Britvic is giving its Idris traditional drinks range a new look for summer and dropping the price. It is also investing in instore sampling, regional press promotions and advertorials in supermarket magazines, and has reformulated Fiery Ginger Beer to give it extra fire and fizz'. Consumers will get the chance to win a smooth, fiery or wild' themed adventure holiday ­ to match the Fiery Ginger Beer, Smooth Cream Soda and Wild Dandelion and Burdock flavours ­ through a national press competition. The company said the new look ­ clear 1.5 litre plastic bottles with wraparound labels ­ would reinforce the brand's premium positioning and boost shelf standout. It added that price-marked packs ­ now 99p instead of £1.19 to £1.29 ­ would drive category growth. {{P&P }}