Botanical brewery Fentimans has launched its first-ever marketing campaign for its mixers range, unveiling a new visual identity after research revealed that over half of consumers regularly buy ‘premium drinks’.
Conducted as part of the Northumberland-based brand’s 2022 Trends Report, the research also found that 33% of consumers surveyed were willing to spend more on drinking even with increased prices, with 42% of consumers seeking sociable get-togethers in the re-opened, post-Covid market.
The brand has opted to tap into this demand with the release of its new format of 6x 150ml cans available in its best-selling mixer flavours, Rose Lemonade and Ginger Beer, alongside their Premium Indian Tonic Water and Valencian Orange Tonic Water flavours.
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“Our latest market report shows that on and off Covid restrictions since March 2020 has caused a pent-up demand for socialising and creating memorable moments,” Fentimans senior brand manager, Ellie Jones said.
“This desire for high-quality, experience-led occasions has resulted in increasing trade-ups of drinks to more premium alternatives.
She added: “Research shows that consumers can taste the difference with Fentimans and we want to celebrate our distinctness and support our partners with its premium positioning.
“It’s our undeniably complex process that gives our products their complex taste, silky mouthfeel and luxurious body, and ‘Botanical alchemy’ is a perfect way to articulate our ownable and differentiated proposition to consumers.”
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