Britvic launches premium water aimed at ‘iPod generation’

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.”

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