Archers Vea aims to pep up RTDs

by Rosie Davenport

Diageo has pledged to fight rival RTD manufacturers on taste and calorie count as it pins its hopes for reviving the category on a new Archers extension.

Archers Vea will go head-to-head with fellow newcomer Bacardi Breezer Half-Sugar in the battle to target older women.

Backed by a £4m launch spend, Archers Vea comes in three flavours ­ wildberry, tropical, and apple.

Advertising will include a TV and poster drive focusing on the brand's "refreshing taste" which is said to be the result of its low sugar content.

Jane Sutcliffe, Archer's marketing manager, said Diageo remained committed to Aqua ­ the first RTD line launched under the Archers banner ­ and believed Vea would not steal sales from its stablemate.

She said: "Archers Vea is aimed at older consumers who are looking for an RTD that is less sweet than other fruit-flavoured RTDs currently in the marketplace. We expect Vea to extend the category and that it will fit alongside Archers Aqua."