Britvic is to launch a premium water called Drench in the New Year, aimed at the youth market.
Drench will be launched into the impulse market at the same time as Pennine Spring – the water brand Britvic bought from drinks company Ben Shaws in November 2004 – rolls out into multiple grocers for the first time.
A source says: “The two waters are aimed at different people. Drench is a premium water for 16- to 24-year-olds, the iPod generation that buys soft drinks as a badge rather than for functional benefits.
“Pennine Spring is more of a traditional British brand, a table water for older consumers that will go up against Highland Spring and Buxton.”
It is understood Clemmow Hornby Inge will handle advertising for Drench and Pennine Spring, and that an outdoor and viral campaign will support the new product.
Drench will be available in 500ml and 750ml bottles in packaging designed by corporate branding agency JKR, which is also responsible for J2O’s packaging.
An industry source says: “The success of Drench will depend on creating a funky brand more than the water itself. Water is a large and fast-growing market and the only market that could support a double launch by one company right now. You wouldn’t get a drinks company launching two cola drinks simultaneously.”