Barr soft drinks are set to accelerate the growth of the Strathmore water brand with a major brand re-positioning.

The brand refresh sees the introduction of new pack designs which will launch in June across all SKUs. The new look for Strathmore will introduce the new pack design with the new brand message ‘Strathmore – A source of clarity’.

New, eye-catching labels highlight Strathmore’s authenticity as a major Scottish water brand where it is sourced from the Vale of Strathmore on the East coast of Scotland.  The labels, which will be introduced from June, feature Glamis Castle which lies at the heart of the Vale of Strathmore, rooting the brand in a ‘real place’.

New pack sizes will offer more consumer choice and include a new shape 750ml pack and a new handy-sized, 330ml priced and non marked PET pack.

Strathmore is available to the impulse sector in a variety of pack formats including 500ml PET, a price-marked 330ml pack (29p) and two 69p 500ml price-marked SKUs, Twist still Blackberry/Strawberry and Twist still Lemon/Lime. Strathmore water is the only brand to offer a full range of glass, PET and flavoured water, offering consumers the widest possible choice.

The new look will clearly differentiate the brand from the competitive set, focusing on where Strathmore comes from and how it makes drinkers feel.

“Provenance and authenticity are becoming increasingly important to consumers, particularly in relation to water, shoppers are increasingly conscious about where the water originates from. In research, Scotland is cited as the best place for water to come from and so allows us to position new-look Strathmore as a great Scottish water from a great Scottish company.” says Adrian Troy, A G Barr’s Head of Marketing.

New, recyclable packaging, including a new easy grip shaped bottle re enforces the new brand message, embossed with ‘A source of clarity’ which is on each pack.

A G Barr

www.agbarr.co.uk

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