Virgin Sours axed by Princes Soft Drinks

Princes Soft Drinks has axed the Virgin Sours fizzy drink range. The product was launched just under a year ago.

Princes Soft Drinks, which has the sales and distribution contract for the Virgin Drinks brand in the UK, launched Virgin Sours hoping to capitalise on a trend for sour flavours among youngsters. However, the product has not been taken up by retailers or children in sufficient quantities.

A spokeswoman for Princes Soft Drinks says that the product launched just as Britvic was pulling its ill-fated Tango Freekee Soda drink from shelves (MW January 22). She adds that Virgin Sour suffered in the backlash because retailers did not want to take another risk on a new product.

Virgin Sours was sold in three flavours – Cheek Chillin Cherry, Raspin Blue Raspberry and Eye Squeezin Apple – in brightly coloured 500ml plastic bottles and retailed for 59p.

It was stocked in Morrisons and independents. Advertising agency Blue Door created some work for bus sides and children’s magazines.

GlaxoSmithKline also tested extreme taste limited editions for Ribena this year with Ribena Oooh and Aargh – menthol and pepper flavoured drinks respectively (MW November 20, 2003).

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here