Coca-Cola European Partners (CCEP) is taking on the posh tonic market with a relaunch of its Schweppes brand, a new premium range and a £6.6m marketing push between now and the end of the year.
It has completely revamped the main Schweppes range, giving it a new look based on the original bottle from 1783, which will be exclusively available to the on-trade this year.
A new "distinguished" range has also been added, Schweppes 1783, aimed at more adventurous drinkers.
The five-strong 1783 range comprises:
- Crisp Tonic Water
- Light Tonic Water
- Golden Ginger Ale
- Salty Lemon Tonic Water
- Quenching Cucumber Tonic Water
"Our new Schweppes 1783 range combines the perfect carbonation and balanced taste of Schweppes with natural ingredients and unique flavours," said customer marketing director, Simon Harrison.
"We have taken the time to seek guidance from mixologists and drinks experts to create this distinguished range of mixers that will appeal to new age of mixer drinkers that are keen to discover new taste combinations."
The marketing campaign includes TV and outdoor poster ads, as well as sponsorship of the Jonathan Ross Show.