The product launch will be supported by a heavyweight £1m awareness campaign, which will include TV advertising in Scotland during June and July.
Strathmore pioneered the flavoured water category, launching the first range of flavoured waters in 1989. Strathmore Twist will be launched across 33cl glass, 50cl and 1.5-litre PET packs in three flavours: lemon-lime, blackberry-strawberry and cranberry-raspberry. The beverages contain a hint of natural fruit flavour with no artificial colours or flavours.
Adrian Troy, AG Barr’s head of marketing, said: “The quality and premium position of the Strathmore brand has helped it to perform well ahead of the water market during 2008. Flavoured water represents a massive market opportunity and accounts for 25% of the total water market.”
AG Barr maintains that Strathmore performed impressively in 2008. Building distribution across all channels, and with the introduction of a new label design, the brand achieved a 25% growth in volume sales in total take-home channels, and maintained its dominant position as the leading water brand in the on-trade sector.
“Strathmore Twist is a unique, premium positioned, naturally flavoured Scottish water and has the potential to add significant further value to a category which has been under considerable pressure,” added Troy. “We know that a significant number of consumers want to drink more water but would prefer to choose flavoured water. Taste is the key here and Strathmore Twist will offer them a light, easy to drink and refreshing alternative.”
Source: Strathmore
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