Ocean Spray has launched a two-pronged attack on the on-trade fruit juice market with the expansion of its flagship brand, Cranberry Classic.
In an effort to step-up its on-trade presence, the brand has introduced a new 250ml can as well as a fast gun dispense system designed to sit on the counters of busy pubs and bars.
The new formats have been launched in response to growing consumer demand for cranberry juice as both a mixer with white spirits and as a stand-alone soft drink.
Although cranberry juice currently only accounts for 0.7 per cent of the on-trade juice market, it is enjoying annual growth of 200 per cent and is the fastest expanding flavour in the sector.
Sarah Johnson, general manager at Ocean Spray, said: "With cranberry juice consumption at an all time high in the UK, this is a very exciting time for Ocean Spray and this launch is our response to the increasing demand for cranberry drinks and its increasing use as a mixer in the licensed trade."
The new can, due for release this month, is designed to be an alternative to the one litre tetrapak that publicans currently use.
"We are expecting the 250ml can to be a welcome addition to bar managers' soft drink portfolio as it provides better profit and reduces wastage. They will make a good margin selling the can alongside a shot of vodka, gin, martini, white rum or schnapps," said Colin Davis, marketing manager at Ocean Spray.
Following a successful trial period in a number of high volume venues, the brand has also teamed-up with soft drink dispense specialist Ben Shaws to launch a cranberry juice on tap.
Alan Didlick, commercial manager at Ben Shaws, said: "The response from the bar owners is that on dispense it tastes the same as the tetrapak but with more presence at the bar.
"The bar gun dispenser is designed for the high volume user. Licensees will be able to optimise sales during busy periods, cut wastage and make a good margin."
The launch of the two new concepts will be accompanied by a £5.6m marketing drive incorporating TV advertising, year-round extensive sampling and sales promotions.