Shloer's £16m pub promo rolls out

Soft drink Shloer will be available to pubs and bars from this summer for the first time and will be backed by a £16m marketing campaign this year.

The three varieties, Shloer Red Grape, White and Rosé, will be distributed initially in family and food-oriented pub-restaurants and gastropubs, but will be set to boost trade for any on-trade outlet wishing to offer a premium, adult soft drink.

The brand, which contains no preservatives, artificial colours, sweeteners or flavourings, is made from grapes grown in Spain's La Mancha region before being blended with natural fruit juices and sparkling water.

Shloer head of brand marketing Amanda Grabham said: "The campaign aims to engage consumers with Shloer and its link to occasions where food is shared with family and friends, such as Sunday lunch or an evening meal, and for special events such as birthday or wedding celebrations.

"There's also a need at such gatherings to provide soft drinks for people who aren't drinking alcohol, those who are driving or mums-to-be."

Grabham added: "Shloer is a welcome alternative to the usual fruit juices, cola or water. It represents a great opportunity for pubs to

create a point of difference by being among the first to add it to their soft-drinks portfolio."

The on-trade launch is supported by activity tailored to an outlet's style, and ranges from meal-deal promotions and co-branded menus to PoS such as table- talkers, bar runners and staff T-shirts.

Bespoke competitions to win meals in participating pubs will feature on Shloer's website and Facebook page.

Shloer willl boost brand awareness with high-profile TV and press advertising to reach 27.5 million consumers this summer. It will sponsor 15 English Heritage and Tatton Park Picnic concerts — where 110,000 visitors can sample it — and also sponsor the 2011 Asian Bride Shows.

Shloer is packaged in 75cl glass bottles (RRP £3.95).