Virgin Sours is aiming to make life sweeter for retailers with a new pilot scheme to drive sales.
The brand, made under licence by Princes Soft Drinks, is joining forces with 20,000 newsagents in the UK and Ireland for the initiative, which is being run by 719 Communications.
Each participating store is getting a makeover and will feature A2 posters advertising Sours in its windows.
Inside, the brand will be supported by better shelf positions, on counter promotions and additional point of sale material.
The scheme is being tested in 20 stores around London before being rolled out to other regions.