Ocean Spray is looking to strengthen its hand in the premium adult soft drink sector with the launch of a new range of clear cranberry juices.
In an attempt to tap into the growing consumer demand for cranberry juice as both a mixer with white spirits and as a stand-alone soft drink, Ocean Spray has launched a trio of drinks - White Cranberry & Grape, White Cranberry & Peach and White Cranberry & Apple.
The new additions are made from natural white cranberries, which are harvested just a few weeks before the cranberries used for red cranberry juice.
Peter Patkowski, managing director for Ocean Spray Europe, added that the white cranberry range should appeal to drinkers who find the red too bitter.
"The cranberries are picked prior to them becoming too tart and the new drinks are less astringent," he said.
"Red cranberry juice has been hugely successful but drinkers are polarised. We have a loyal base of drinkers but there's a small minority who find it too challenging."
In association with distributor Gerber Foods Soft Drinks, Ocean Spray will be targeting the on-trade with family pubs, style bars and managed estates a priority.
Red cranberry juice has recently soared in popularity among drinkers attracted by its health benefits and Ocean Spray has been at the forefront of this growth. Colin Davis, Ocean Spray marketing manager, said: "Ocean Spray is currently recording double digit growth in the on-trade.
"With cranberry juice consumption at an all-time high in the UK, the launch of this revolutionary new range is very exciting for us and for bar and pub owners looking for something different as we begin the new year."
In the past, Ocean Spray has run promotions with Smirnoff vodka and Archers Aqua, while other spirit brands such as Malibu and Martini have strongly encouraged drinkers to choose cranberry juice as a mixer.