Bottlegreen, the UK’s No.1 elderflower brand1, is embarking on a comprehensive brand refresh comprising a new packaging look; a significantly improved recipe for its sparkling pressé range; an all-new permanent flavour which draws inspiration from the gin market; and a new winter cordial with a strong emphasis on being served hot.
Many brand elements are evolving but bottlegreen’s iconic green glass bottle is being retained. The new developments are being phased in primarily across November and December.
New Look
To drive premium credentials and increase differentiation between variants, a contemporary new design is being implemented across the full bottlegreen range – both 750ml ready-to-drink sparkling pressés and 500ml dilutable cordials. Whilst the evocative, illustration-style ingredient imagery will still appear on the brand’s elegant bottles, flavour recognition is being greatly augmented by the addition of different colour backdrops for each variant.
To support the brand’s distinctive positioning, a ‘Sip back & relax’ message will appear as a ‘stamp’ on the front of each bottle. This addition echoes research findings which reveal that bottlegreen drinkers consider the brand more than just a drink: they talk about it fondly as a facilitator of special moments of calm – times to gently reflect and ‘re-boot’ after the stresses of the day. ‘Sip back and relax’ aligns effortlessly with mindfulness and wellness, which are key topics of interest in the Covid-dominated landscape.
Additionally, to further dial up bottlegreen’s taste cues, new and improved flavour descriptors will proclaim enticing variants such as ‘sumptuous pomegranate & elderflower’ and ‘luscious summer raspberry’.
New Recipe
Whilst the recipes of bottlegreen’s range of eight cordial flavours remain unchanged, the packaging upgrade is being introduced in tandem with significantly improved formulations for the sparkling pressé variants.
Signified by a ‘New Recipe’ neck roundel, the pressé liquids have been redeveloped to deliver more full-bodied flavours which better match the taste expectations of the discerning Adult Soft Drink (ASD) consumer. Bottlegreen has increased the flavour profile across both its standard and ‘light’ ranges, with the latter being clearly delineated and rebranded as ‘bottlegreen light & delicate’, with only 20 calories per100 ml.
New Permanent Range Addition
Drawing on inspiration from a current trend in the gin category, bottlegreen is adding an innovative bramble flavour to its sparkling pressé range. Bursting rich blackberries combine with the tartness of sloe berries to create an intense and powerful flavour to appeal to adult drinkers. Initially available from Sainsbury’s, the contemporary new variant will be rolled out widely from January.
New Limited Edition Flavour
After an absence of two years, cold-weather consumer favourite winter spiced berry cordial is back by popular demand as a limited edition variant until spring. Delicious served hot, the indulgent bottlegreen blend of blackcurrants and spices delivers a perfect winter treat. Ideal as an alcohol-free mulled wine alternative, the flavour is an unmistakable taste of Christmas.
A ‘Try Me Hot’ neck label alerts consumers to the alternative way to enjoy this much-missed seasonal flavour. Winter spiced berry will be stocked in Waitrose, Sainsbury’s and Booths, and returns in direct response to consumer requests.
Every bottlegreen product – both sparkling pressés and cordials – benefits from a unique wine-making heritage which makes flavour central to the brand. All bottlegreen variants are made with Cotswold spring water drawn from an on-site spring and are free from artificial flavours, colours, sweeteners and preservatives. Bottlegreen has over 30 years’ expertise in producing elderflower drinks. The new labels, liquids and launches will be supported by an extensive PR campaign, including social media and influencer activity.
Nick White, head of soft drinks at bottlegreen, says: “These are exciting times for bottlegreen. Now more than ever, consumers are seeking out small treats for everyday life and our revamped range looks, feels, and tastes the part. The bottlegreen occasion is very much centred around relaxing and unwinding, and our new flavours will deliver against ASD consumers’ taste expectations.
“The brand redesign will greatly enhance shelf stand-out and, with new bramble flavour sparkling pressé and the much-requested re-introduction of spiced berry cordial, bottlegreen will bring a little welcome relief to the dark winter months,” concludes White.
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