Big spending on soft drinks

SHS Drinks announces seven-figure investment in new Shloer campaign

Shloer’s updated packaging features a new, sparkling ‘S’ icon across formats

A LOT has been made of adults switching away from alcohol to softer alternatives, but while talk is cheap, actions  cost money.

The latest investment in Shloer from SHS Drinks should serve as evidence that brands really do believe in the opportunity premium soft drinks provide: the firm has announced a £1.4m marketing spend on the brand.

Coinciding with a packaging revamp across the Shloer range, the major marketing spend will see the soft drink appearing across publications and on social media.

SHS drinks has drafted in bloggers and social media influencers to spread the word on Shloer, while also launching a programme of competitions across magazine titles.

The campaign is targeted at women aged 28-48, and SHS Drinks reckons trends for alcohol moderation and healthy living among this demographic should bring results for Shloer.

Shloer is the number one adult soft drink in Scotland, in terms of both value and volume.

Through the campaign, consumers will get a look at the recently revamped Shloer packaging.

As part of the packaging refresh, SHS Drinks has introduced a new sparkly ‘S’ icon that features prominently on bottles and cans.

SHS Drinks’ decision to revamp Shloer coincides with a period of growth for adult soft drinks, according to the firm’s head of soft drinks Nick White.

“Premium soft drinks perform well in c-stores, as convenience shoppers are prepared to pay a little more for interesting, well-chilled products,” he said. 

“Adult soft drink volumes are currently up 7.6% in impulse.

“Shloer is Britain’s number one adult soft drink in terms of units sold and it is the number one adult soft drink in Scotland in terms of both volume and value.

“In fact, over the last year, three of the top four single-bottle adult soft drink SKUs in Scotland are Shloer products – White Grape, Red Grape, and Rosé – re-enforcing the brand’s role as a key player in soft drinks in Scotland.”

For convenience retailers hoping to make the most of this opportunity, White suggested striking a balance between ambient and chilled – while also playing to the sector’s strengths.

“Convenience retailers invariably win versus the multiple grocers when it comes to chilling. ‘Don’t forget to win big’ is what we’d urge regarding larger bottle sizes and chilling,” he said.