Britvic is pumping £2m into the launch of a water brand aime

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Related tags: Bottle, Bottled water, Britvic

Drench will be available in January 2006 and has a valved cap, which Britvic claims is unique to the water category. The bottle's unusual shape was...

Drench will be available in January 2006 and has a valved cap, which Britvic claims is unique to the water category.

The bottle's unusual shape was designed to 'add new dimensions to the bottled water category' and is easier to carry when drinkers are 'on the go'.

Britvic category director Andrew Marsden said: 'Our Right Choice research has revealed a unique opportunity in the water market for an iconic brand aimed at urban youth who want to get the most out of life.'

The research revealed that 82% of people said the design was 'suitable for on the go occasions' and 'preferred the shape and functionality of the bottle'.

The water will be launched initially into supermarkets, but Britvic said it hoped an on-trade launch would follow.

Britvic has also relaunched its Pennine Spring water brand, to include new bottles and graphics as well as an additional flavour - lime and lemon.

The brand was originally bought by Britvic as part of Ben Shaws' acquisition in November 2004 and launched into the on-trade in February 2005.

Related topics: Soft & Hot Drinks

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