Britvic aims Lime Grove at female pub goers

Britvic, the soft drinks company, is launching a new range of sparkling fruit drinks to cater for the rising number of women visiting pubs since the smoking ban was introduced. Lime Grove will be launched in April.

The range, which will only be available on-trade, will have three variants, which are all lime based with a “twist” of another flavour such as ginger. It is free from artificial flavours, sweeteners and preservatives.

Lime Grove, which will be available in 275ml glass bottles, will be positioned as a premium product and aims to be a “modern and sophisticated” soft drink. It will be positioned alongside J2O and Britvic 55 to strengthen the company’s adult soft drinks range.

Paul Linthwaite, business unit director of on-trade at Britvic, says: “The consumer dynamics of the on-trade environment are changing rapidly. We know that the number of women socialising in licensed outlets is on the rise, especially in the wake of the UK-wide smoking ban – in fact females now represent 42% of all visitors.”