Underground launches Hopper adult soft drink

Brand development agency Underground has launched an adult soft drink that aims to tap into the responsible drinking trend.

 Brand development agency Underground has launched an “adult soft drink” that aims to tap into the responsible drinking trend.

The Hopper drink has been branded and will be marketed by the agency, which setup the Juice Brewery company to take the drink to market.

The “born in a brewery” drink comes in citrus, apple and blackcurrant flavours with a “bitter twist of hops” and has the look of beer once poured.

Greg Watson, one of Underground’s founders, says it wanted to create a drink “that looks adult and tastes adult that sits comfortably in a pub but which has no alcohol”.

The drink launched this month and is currently only available in the on-trade, the company has a listing with pub and restaurant catering supplier Brakes Brothers. However, the agency is also looking to gain listings with major distributors, supermarkets and multiple retailers.

A poster campaign is running in relevant trade press with point of sale materials on display where the drink is available.

A sampling campaign is planned at music festivals including Glastonbury and Reading and Leeds.

Underground hopes the experience of developing and marketing its own FMCG product has given the agency an insight into the world of the marketing Director and will demonstrate “creative thinking”.

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