J2O, the UK’s number one adult soft drink[1], is expanding its offering with ready-to-drink Mocktails this month, launching a three-strong premium range of non-alcoholic options. Strawberry & Orange Blossom Mojito, White Peach & Mango Daiquiri, and Blackberry & Blueberry Martini flavours will all be available from 22nd September within the grocery channel. The move is set to help the brand expand its appeal into even more occasions, at a time when non-alcoholic options are continuing to gain relevance.
The non-alcoholic market in the UK has been growing steadily in recent years, with a third of UK adults abstaining from alcohol entirely[2], and is projected to reach a valuation of £432 million by 2027[3]. These products are designed for consumers seeking more elevated experiences and interesting flavours that match up to the mocktail experience they get out-of-home, but for a fraction of the cost at home. J2O is set to offer these shoppers a great tasting experience, in one convenient product.
Ben Parker, Retail Commercial Director at Britvic, comments: “As a well-known and trusted brand, we are always looking at ways to stay innovative, and the launch of our J2O Mocktails will help us to offer shoppers even more choice, as well as entice consumers to trade up. We know that many people are looking for ways to make their ‘big night in’ or special occasions at home stand out, to even measure up to an evening out. At the same time, the non-alcoholic drinks market is gaining relevance as people consider their alcohol intake and J2O Mocktails will allow retailers to take advantage of the opportunity this presents. With taste the number one driver of soft drinks[4], the products have been designed to offer delicious flavours based on some of the most popular cocktails, only without the alcohol.”
J2O Mocktails will be available in a 250ml can format at £1.29 MRSP in the grocery channel from 22nd September and will roll out further into the convenience channel from October. To support the launch, there will be ATL activity early next year including a £2m campaign in summer 2024.
[1] NielsenIQ RMS Grocery Multiples&Convenience Impulse, Defined Adult Soft Drinks, Combined MAT Value sales w/e 30.06.23 CGA by Nielsen IQ, Total Licensed, w/e 26.08.23
[2] Lumina Intelligence, Menu & Food Trends report, December 2022
[3] Kantar Worldpanel, Attitudes Towards Low and No-Alcohol Drinks UK, 2022
[4] Mintel, Attitudes towards Low and No Alcohol Drinks UK, August 2022
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