Bottlegreen, which claims to be the UK’s number one Elderflower brand (Nielsen Total UK Bestselling Total Elderflower Value (£) sales MAT to 03.10.20) is embarking on a major brand refresh. This comprises: a new permanent flavour; a new limited edition winter cordial; an improved recipe for its sparkling pressé range; and a packaging revamp.
Drawing on inspiration from a current trend in the gin category, Bottlegreen is adding a bramble flavour to its sparkling pressé range, which combines rich blackberries with the tartness of sloe berries. The new 750ml variant has an rrp of £2.75 and will be rolled out from January.
What’s more, after an absence of two years, winter spiced berry cordial is back as a limited edition variant until spring. The 500ml drink (rrp £3.40), which is dressed with a ‘Try Me Hot’ neck label, is described by Bottlegreen as “ideal as an alcohol-free mulled wine alternative”.
As well as launching new products, the brand’s pressé liquids have been redeveloped to deliver more full-bodied flavours, which is signified by a ‘New Recipe’ neck roundel. The light variants, which contain just 20 calories per 100 ml, have also been rebranded as ‘Bottlegreen light & delicate’,
The entire Bottlegreen range has been redesigned to drive premium credentials and the addition of different colour backdrops for each variant will help to increase differentiation between flavours.
To support the brand’s positioning, a ‘Sip back & relax’ message will appear as a ‘stamp’ on the front of each bottle.
Additionally, new and improved flavour descriptors will proclaim variants such as ‘sumptuous pomegranate & elderflower’ and ‘luscious summer raspberry’.
All bottlegreen variants are made with Cotswold spring water drawn from an on-site spring and are free from artificial flavours, colours, sweeteners and preservatives. Bottlegreen has over 30 years’ expertise in producing elderflower drinks. The new labels, liquids and launches will be supported by an extensive PR campaign, including social media and influencer activity.
Nick White, head of soft drinks at bottlegreen, said: “These are exciting times for Bottlegreen. Now more than ever, consumers are seeking out small treats for everyday life and our revamped range looks, feels, and tastes the part. The bottlegreen occasion is very much centred around relaxing and unwinding, and our new flavours will deliver against adult soft drinks consumers’ taste expectations.”
No comments yet