Shloer is relaunching Shloer Berry Punch Limited Edition which proved to be an immediate hit with consumers when it made its debut last autumn.
In the 12 weeks leading up to Christmas last year, Shloer sales increased by 12% adding an extra £1.4m to the value of the adult soft drink (ASD) category over the festive period, and Shloer Berry Punch Limited Edition accounted for 72% of those incremental sales.
Available in 75cl glass bottles Shloer Berry Punch creates an autumnal and festive feel by combining hints of blackberry with grape juices to produce a drink perfect for sharing.
Shloer Berry Punch Limited Edition has an RRP of £2.29 – the same RRP as the other six variants in the regular Shloer range – White Grape, Red Grape, Rosé, White Grape Raspberry & Cranberry, White Grape & Elderflower and White Grape & Apple.
Shloer will be driving awareness and sales of the Berry Punch Limited Edition through a high profile consumer PR campaign; digital activity with 42,000 fans on Facebook and the Shloer website; and an e-newsletter being sent to the brand’s database of 38,000 consumers.
It also aims to benefit from the halo effect of the £16 million marketing spend behind the brand this year, and will be included in autumn and Christmas promotions running across the Shloer portfolio.
During the pre-Christmas period the entire Shloer range will be supported with a range of tailormade activity ranging from promotional stock offers at trade days during October and in the cash & carry/wholesale sector generally; multi-buy deals for symbol group retail clubs; through to added value consumer promotions such as “free jug with bottle” purchases in independents.