Industry rounds on design of Britvic premium water

Britvic is facing criticism over the packaging of its new premium bottled water Drench, which is aimed at the youth market and launches next year (MW September 29).

Industry insiders claim the 500ml bottle shape looks dated and that the word Drench is written so big that when placed on supermarket shelves, consumers would only be able to read “ench” or “Dre”.

One source says: “The packaging looks naff and yet they’ve positioned it among high-priced waters such as Evian. A dirty-looking transparent shrink-wrap label makes the water look slightly mouldy and musty. A bottled water should be boasting its clear, pure credentials.”

Another source adds: “The bottle shape is too plain, shaped like a wine bottle and doesn’t have the look of a premium water. There is no thought of grip like the squeezy grip or the ridges on an Evian bottle (pictured). If you add to that the fact that it is a spring water rather than a mineral water then you have to wonder if a retail price of 59p is too much.”

A retail source says: “If Britvic have correctly identified young people as a gap in the water market then Drench could work, but I did expect it to be a cooler looking package. It seems rather basic.”

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