Rubicon, from Barr Soft Drinks, is building on its successful track record of bringing new and exciting flavours to the category with the launch of Rubicon Spring Pink Grapefruit Blood Orange.
The delicious new flavour is available from 1 April in 500ml plain and £1 PMP packs.
“Taste is the top consideration when it comes to soft drinks purchases, shoppers want to enjoy bigger, bolder experiences," said Jonathan Kemp, Commercial Director. "Rubicon Spring Pink Grapefruit Blood Orange meets those needs perfectly – it’s something new, exciting and genuinely different and the new citrus flavour profile opens the brand up to new consumers.”
Rubicon Spring Pink Grapefruit Blood Orange performed exceptionally well in consumer research with 3 out of 4 people saying they would definitely or probably buy it.
“Rubicon Spring has been the No. 1 flavoured sparkling water five years in a row, it is six times bigger than its nearest branded competitor and growing penetration 5x faster than the category itself. We’ll be building on that momentum with the latest addition to the range,” he added.
As health and wellbeing continue to influence shoppers’ purchasing decisions, drinking more water is the No. 1 choice for UK consumers who want to live a healthier lifestyle. This has led to an increased demand for lower calorie products and flavoured water which is growing ahead of the total water category.
Jonathan concludes: “Shoppers are searching for better ways to hydrate and are choosing flavoured sparkling water as part of that mission. Retailers who stock good quality, low calorie products which don’t compromise on flavour, taste or value, such as Rubicon Spring, will drive more engagement and interest in their soft drinks’ fixtures, increasing basket spend and encouraging repeat purchase.”
The launch will be supported by a marketing campaign that will encourage consumers to do something different with their lunch time and discover the exciting new flavour of Rubicon. Part of Rubicon’s Made of Different Stuff masterbrand campaign, the activity includes strategic digital activity and national time activated sampling to drive trial and engagement.
Gordon’s has unveiled its new ATL campaign, “Mix It Up”. The ad, which shows consumers choosing to pace their consumption by switching between Gordon’s Pink and Gordon’s Pink 0.0%, has been created to empower consumers to moderate their consumption in a way that works for them.
Mix It Up is the first Gordon’s campaign to bring both Gordon’s Pink and Gordon’s Pink alcohol-free variants together in one advert. With 36 per cent of drinkers currently pacing their consumption with soft drinks and 49 per cent of alcohol-free occasions also featuring alcohol, the campaign offers those looking to moderate an option that doesn’t compromise on taste.
The new TVC invites viewers to join an evening out with a group of friends. As the group begin to drink their Gordon’s & Tonic, the screen splits in two to visually demonstrate how they choose to pace their night by switching between Gordon’s Pink and Gordon’s Pink 0.0%.
In addition to the new TVC, a suite of assets have been created to bring the campaign to life across social and digital channels. Whilst in the same universe as the commercial, the social content hero’s Gordon’s long-term partner Maya Jama who brings to life how she chooses to mix it up for followers.
“When creating this campaign, we wanted to demonstrate that moderation didn’t have to be a binary decision between having something alcoholic or alcohol free,” said Tayara Sousa Linke, Global Head of Marketing. “We know that this perceived choice impacts people’s decision to moderate, so, through Mix It Up, we wanted to highlight that it is possible to seamlessly switch between the two and enjoy the same great taste of Gordon’s Pink whilst moderating with Gordon’s Pink Alcohol Free.”
The new creative will run across BVOD, Social and Digital channels in GB.
Irish Whiskey brand Jameson has been the English Football League's (EFL) main spirits sponsor for two seasons and is deeply entrenched in all aspects of the league, including player sponsorships. It has now signed up with Admiral to celebrate both brands' association with the beautiful game. They have worked closely together to create a full retro-inspired tracksuit in Jameson’s signature green, featuring key elements from Admiral’s world-famous designs for team performance wear, to create a slouchy royal green trackie ready prepped for pubs, presents, party games and freezing cold five-a-sides this Christmas.
“Jameson shares a history rich with the beautiful game, so teaming up with an iconic heritage brand like Admiral felt like a natural fit, with the results speaking for themselves,” said Josh McCarthy, Brand Director for Pernod Ricard UK. “A classic tracksuit, from two classic brands, to look sharp after the match when buying your mates a round of Jameson, Ginger and Lime. Nostalgia is everywhere at the moment and growing up in Leicester, there was no shortage of Admiral tops in the park and at the local football clubs.”
Theo Hamburger, Head of Sales & Marketing, Admiral, said: “Our partnership with Jameson has flourished on the pitch through our range of football shirts, and we’re excited to elevate that collaboration with a new lifestyle collection. Jameson’s commitment to football over the years perfectly mirrors Admiral’s mission to be at the heart of football culture. Both brands share a rich heritage and history, making this collection a true reflection of the vibrant footballing spirit we aim to celebrate.
The collection will be available on Jameson’s website from 1 November.
WKD X, the caffeine-containing 7% ABV innovative sub-brand from the leading RTD, is building on the strong successes achieved since its 2022 launch with the introduction of two additional flavour variants and its first dedicated media campaign.
Drawing its inspiration from the energy drinks category, WKD X variants contain caffeine, guarana and taurine, and compete in the fast-growing ‘enhanced RTD’ segment of the overall alcoholic ready-to-drink category.
The two all-new flavours – Purple Grape and Citrus Ice – join the existing line-up of Blue Raspberry, Mango Passion, and Dark Berry, available in 500ml single cans.
Having extended the offering only last year from an initial two variants launched in 2022 to three flavours, this latest range expansion to five enticing fruit flavours is testimony to both WKD X’s success to date and to the importance that brand owner SHS Drinks attributes to the continued market potential of high energy/higher ABV ‘enhanced RTDs’.
New WKD X Purple Grape and WKD X Citrus Ice complement the existing variants, further bolstering the range’s on-shelf presence and, importantly, reflecting flavours which are trending in both drinks and non-drink categories. The new variants will initially be offered in £2.99 price-marked cans only, mirroring the importance and appeal of PMP offerings in the impulse channel, the real heartland for ‘enhanced RTD’ sales.
Aligning with the launch of the new flavours, this autumn also marks the appearance of the first-ever ad campaign for WKD X. Appearing across 1200 poster sites UK-wide for a high-profile three-week burst from late October into November, two forthright and confident executions will build awareness of the existing SKUs.
Using bold colourways and impactful capital letters, 6-sheet poster sites nationwide will proclaim ‘SHOUT OUT TO OUR X-ES’ or declare ‘SO XTRA’, alongside pack imagery of the already-established Blue Raspberry, Mango Passion, and Dark Berry flavour variants. Augmenting the out-of-home campaign, WKD X will also benefit from significant social media and influencer-related activity throughout the autumn.
WKD X volumes are currently growing 88 per cent year-on-year [Nielsen GB MAT to 10.08.24] and 106 per cent over the last quarter. This strong upward trajectory is set to benefit from a notable further step-change with a new listing in Morrisons Daily stores coming on stream this month [October]. Two WKD X variants – Blue Raspberry, and Mango Passion – are to be stocked in 650 of the chain’s outlets.
“WKD X has proven to be a great success since its introduction. The 18 to 24-year-old core target audience has really bought into what the range stands for: a convenient way to get a caffeine fix. Consumers are well versed in mixing alcoholic drinks with energy drinks but WKD X delivers the convenience of a pre-mixed format from a nationally recognised brand that’s known and loved,” Alison Gray, head of brand – WKD at SHS Drinks, said.
“The further expansion of WKD X to five variants, with the addition of the new Purple Grape and Citrus Ice flavours, emphasises conclusively both our commitment to the range and consumers’ overwhelmingly positive reaction to developments so far. Our striking new poster ads are going to build even greater awareness and help elevate WKD X to the next level.”
Snack manufacturer Kestrel Foods has acquired Indie Bay Snacks from Nurture Brands. The brand will join Kestrel Foods' award-winning portfolio of Forest Feast, ACTI-SNACK and Just Live a Little, continuing its trajectory to become a leading player in the snacking category.
Indie Bay Snacks offers consumers tasty and healthier savoury snacks within the grocery, travel and DTC channels. Its pretzel thins are a lighter, fun way to enjoy pretzels, with 70 per cent less fat than crisps.
"As Nurture Brands consolidates its resources around Rebel Kitchen, EMILY and Jax Coco, I am happy to see Indie Bay go forward and become an important part of the Kestrel Foods portfolio," said Adam Draper, Managing Director of Nurture Brands.
Michael Hall MBE, founder and CEO of Kestrel Foods said, “The acquisition of Indie Bay is aligned to our ambition of creating a fast paced and innovative snacking business. We believe Indie Bay offers consumers and customers something different in our portfolio, and we see great potential for growth through our strong brand, innovation and go to market capability.”
Kestrel Foods' own flagship brand, Forest Feast, has grown over 30 per cent in the last year, a result of increased brand awareness and penetration, and further gains in distribution.
Reviva – the vibrant coffee brand owned by Gulf – has announced it has signed a multi-year deal with the Williams Racing Formula 1 team.
The new partnership is a celebration of a shared commitment to high quality performance. Crafted exclusively from 100 per cent Arabica beans, Reviva’s balanced yet bold and vibrant taste makes it the perfect partner for the Williams Racing team, to keep them fuelled in the fast-paced world of motorsport.
As of 1 January, 2025, when the partnership goes live, Reviva will feature across the Formula 1 calendar, at the Williams Racing motorhome, at flyaway races as well as the Williams Experience Centre in Oxfordshire. The logo will also be prominently positioned on the nose of the two cars, taking the Reviva brand all over the world.
“We are excited to announce this partnership of Reviva Coffee and Williams Racing," said Mike Jones, CEO, Gulf Oil International UK Limited. "Reviva is expanding Gulf’s footprint into the speciality coffee sector, and we look forward to seeing it on the world stage of Formula 1 through the Williams Racing partnership. We are also delighted to extend the partnership between Gulf and Williams Racing, building on what we have achieved in our first two seasons together, and our commitment to continue bringing engaging activations for the fans, including iconic Gulf liveries and F1 demos in our key markets”.
James Vowles, Team Principal, added, "We are thrilled to deepen and extend our partnership with Gulf Oil International, a brand with a motorsport heritage to match our own and one that is synonymous with excellence and innovation. Together we have put captivating fan engagement and developing the next generation at the heart of our partnership, and this extension is another vote of confidence in Williams’ ongoing transformation. The introduction of Reviva as our Official Coffee Partner will mark the start of our next chapter together, bringing together two brands with bold ambition and strong momentum.”
Reviva, which launched in 2023, is dedicated to providing responsibly sourced specialty and premium coffee. Crafted exclusively from Arabica beans to ensure the highest quality, its perfectly balanced flavour profile, with notes of chocolate, caramel, roasted almonds and red fruits provides a smooth, vibrant taste.
“The Reviva Signature range is sourced from Rainforest Alliance-certified farms in Brazil, Colombia and Honduras and is roasted in small batches to maintain the highest levels of freshness and quality," said Sara Trioni, Head of Marketing & NPD for Reviva. "We are passionate about flavour and the expertly crafted specialty coffee has been developed to create an opportunity for enjoyment, refreshment and revival.”
The Reviva range is available in whole beans, ground and Nespresso compatible capsules. It’s ideal for independent cafés, catering, hospitality, hotels and event venues.