UK: AG Barr launches “adult” soft drink brand St Clements

AG Barr, the UK-based soft drinks firm, is expanding its portfolio of “adult” soft drinks with the launch of the new St Clements fruit drinks brand, positioned as an alternative to alcohol.

St Clements drinks are made from sparkling water and fruit juice concentrate, and are sold in 500ml bottles with a crown cap closure. Available in Apple & Pear and Raspberry & Blackberry varieties, they are marketed as “refreshingly non-alcoholic” and as being made from “the finest bittersweet British apples”.

AG Barr recommends serving the drinks, which have an RRP of £1.59 ($2.01), over ice in a pint glass.

Commenting on the launch, Barr Soft Drinks marketing director Adrian Troy said: “Shopper attitudes towards drinking are changing, with one third of under- 25s abstaining from drinking alcohol completely and 27% of adults drinking less alcohol. Our research suggests that many of these consumers still want to enjoy the social aspect of drinking and are looking for less sweet, more adult types of drinks with more sophisticated flavours”.

Source: Talking Retail / AG Barr