Orangina enters the on-premise market

06/10/2015 07:24:01

Orangina is launching into the on-premise channel, as part of a complete brand refresh in the UK.

The refresh includes a new target consumer, brand positioning, visual design and communications.

The launch of Orangina provides licensees with a strong sales opportunity, as research shows that over 55% of people order a soft drink if they can clearly see it behind the bar and that 58% of buyers want more choice in the on-trade.

Shake & Serve will be clearly displayed on all POS materials including: bar runners, coasters, napkins and posters. Orangina has partnered with well-known mixologist “Sweet & Chilli” to deliver a brand experience, through delivering an original serve and exploring its versatility into cocktails.

Jamie Nascimento, Orangina marketing manager, Lucozade Ribena Suntory Ltd, says: “There is an inherent love for Orangina across the globe: it’s a true classic which has been around for years. The re-launch of Orangina marks the first move into the on-premise channel for our business and we are committed to delivering the best possible results for our customers. To help us do this, we have created a new, dedicated business development team who are building distribution and relationships.”

http://www.orangina.com/

Written by Nathan Pearce