With one in five adults now teetotal, according to the Office for National Statistics, Coca-Cola Enterprises (CCE) is looking to breathe new life into its Schweppes brand.
The company has launched a new low calorie, sparkling juice range and has invested in a multi-million pound campaign, which marks a "step-change" for the brand.
It follows the move of rival soft drinks firm Britvic, which launched a posh, sparkling version of its J2O brand in February to tap into the growing market of so called "straight drinkers."
The new Schweppes Sparkling Juices come in two flavours, Grapefruit & Blood Orange and Lemon & Elderflower, and have just 20 calories per 100ml.
The new campaign will run from the end of the month on TV, outdoor posters, online and in cinemas, using the strapline: "'separating men from boys, separating women from girls."
The company hopes the activity will reach 90 per cent of the UK population.
"2015 marks a huge year of investment for Schweppes," said operational marketing director Caroline Cater. "With its 230-year heritage, the brand is well-known and trusted.
"We want to build on this loyal following in licensed channels by engaging with a new generation of sophisticated adults to trial the Schweppes range – particularly the new Sparkling Juice Drinks offering consumers greater choice.
"The new brand proposition and marketing support is an exciting step-change for Schweppes and will help to support our customers by driving brand awareness with our target audience. This is the first wave of investment for Schweppes in 2015, with more exciting plans to be announced later in the year."