Whitbread is launching a new spirit-based fruit drink called Source.
The drink, which contains vodka, fruit flavours and spring water, aims to be more sophisticated and less sweet than previous spirit-based products.
Peter Jackson, director of on-trade marketing at Whitbread, says: “Research shows many consumers are dissatisfied with the taste of alcoholic carbonates because they tend to be very sweet and too syrupy.
“Consumers have also been turned off by the high profile media controversy surrounding the sector and are looking for brands that are clearly adult and credibly packaged and positioned.”
The brand will be rolled out nationally to the on-trade from March 9. Whitbread predicts women will make up over 70 per cent of the drink’s consumers – the product was developed to attract them.
Whitbread is launching a 1.5m advertising campaign through Mother to support the launch, which will break in June.
The product comes in three flavours: Spiced Apple, Orange & Cassis and Lemon & Lime. They come in 275ml bottles and have an alcoholic strength of 5.3 per cent proof. The drinks will cost about 2.50.