Britvic faces supermarket delisting threat despite 2.4m Drench revamp

Drench, the Britvic-owned water brand, is struggling to get listings in supermarkets, despite a £2.4m overhaul.

It is understood that the revamp of its packaging has failed to make an impact on retailers and has done little to make it distinct from rival brands. Sources say it is “just another bottled water”.

Britvic is keen to broaden Drench’s appeal. It was originally conceived as a youth brand, but it has since been targeted at older people.

One supermarket insider says Britvic needs to put more promotional support behind the brand to help establish it. Other observers believe Britvic should axe Drench and invest heavily in launching its premium water brand, Ballygowan, in the UK.

The revamp of the product included changing the bottle to an easy-grip shape with a sports cap. The redesign was accompanied by an ad campaign, created by CHI & Partners, which had the strapline “Your brain is 75% water – keep it topped up, stay drenched”.

The ad, which featured an illustration of a brain in a plant pot, caused complaints to the Advertising Standards Authority (ASA) about it being in bad taste.

A spokeswoman for Britvic says the water brand is expecting strong growth this year. She says/ “The new packaging and marketing for Drench has performed very well. During the summer sales period it outperformed its key competitors and our consumer tracking research shows the mental hydration message was effective and differentiated.”

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