The new premium variant, which is positioned as a “more sophisticated” and “lighter in taste” than the core J₂O range, will be supported with a £1.5m marketing campaign.
Activity will include in-outlet activation, a celebrity partnership, as well as social media activity and digital advertising, said the company.
The “lightly sparkling” J₂O Spritz will be available in 275ml bottles across the UK on-trade in three flavours: Pear & Raspberry, Apple & Watermelon and Peach & Apricot and is designed to be served chilled, in a Champagne flute.
Jonathan Gatward, GB marketing director, Britvic Soft Drinks, said: “J₂O Spritz has been developed in response to consumer research which revealed there is a lack of excitement and choice around the adult soft drinks category. Consumers are becoming more adventurous with flavours and are seeking soft drinks which meet a variety of need states. We’re confident that the innovative J₂O Spritz blends will bring excitement to adult soft drinks, satisfying existing customers and enticing new consumers to the brand.
J₂O Spritz is targeted at 25 to 35-year-old men and women who are “looking for something a little different, more special than the everyday, and are prepared to pay more for it,” added Gatward.