BARR SOFT DRINKS DELIVERS EXCITING NEW BOLD FLAVOURS TO INSPIRE ADULT SHOPPERS
Barr Soft Drinks is launching an exciting new range of adult soft drinks, St Clement’s, made using a blend of bittersweet British apples, fruit juices and sparkling water. Packaged in premium 500ml glass bottles, St Clement’s is perfect served over ice for the ultimate refreshment and adds a popular adult shopper choice for summer social occasions such as BBQs.
Available in two delicious, refreshing flavours, Apple & Pear and Raspberry & Blackberry, St Clement’s has been created using reinvented, classic recipes and ingredients with great heritage as well as a decade of expertise. The interesting flavour combinations take inspiration from the most popular flavours in other fast growing adult drinks categories.
“Shopper attitudes towards drinking are changing, with one third of under 25s abstaining from drinking alcohol completely and 27% of adults drinking less alcohol,*1” says Adrian Troy, Marketing Director at Barr Soft Drinks.
“Our research suggests that many of these consumers still want to enjoy the social aspect of drinking and are looking for less sweet, more adult types of drinks with more sophisticated flavours.”
The range has already proven popular in research with 80% of consumers saying that they would purchase. 70% of those surveyed said they would drink the product at home, illustrating the perfect opportunity for retailers to boost soft drinks sales.*2
Last year, Barr Soft Drinks developed a new category vision which included six specific shopper need states to cover all the major soft drinks consumption occasions. The key state for premium soft drinks consumers – Adult Social – recognises the need for indulgent treats and appealing alternatives for those who are looking to avoid alcohol and the new St Clement’s range has been developed with these shoppers front of mind.
Retailers should stock the range in the Adult Soft Drinks fixture to maximise sales, as research shows that the products most closely associated with the range are other adult soft drinks.*2 Stocking both flavours will boost shopper visibility and help to build incremental sales.
*1: The Guardian Newspaper 2017
*2: JVA Consumer Research, December 2018