The new drink, which is a blend of white grape and lychee, is exclusive to the leisure channel this summer and is a response to increasing consumer demand for more innovative and unexpected soft drinks flavours – as revealed by recent research from Mintel.
New and interesting flavour combinations, such as the Flamingo Fling, are expected to entice new customers into the growing adult soft drinks market, said Britvic.
The new range will be supported by an online campaign that will run from 27 May to the start of August and will include a competition urging consumers to enter a competition to blend alcoholic and non-alcoholic drinks with the new flavour.
Flamingo Fling launch
Great Britain marketing director for Britvic Soft Drinks Kevin McNair said: “We’re really excited to launch J2O Flamingo Fling after a lot of planning to ensure we deliver the right flavour innovation and a captivating tropical experience for consumers.
“Our J2O limited edition releases have become highly anticipated amongst the trade and every year we work incredibly hard to ensure that each one meets the highest standards.”
Sales of soft drinks in the licensed and leisure channel grew by 3.2% in volume to 1.9bn litres last year, according to Britvic’s soft drinks review published earlier this year.
The channel had an estimated value of £6.7bn last year, with value rising by 6.6% over the 12 month period, the report showed.
Decline in customer visits
The rise was despite a decline in customer visits to wet-led pubs, driven by a rise in consumers eating out in food-led pubs, restaurants or hotels.
The review said: “The drive for more discerning drink experiences also led to a surge in customisation through cocktails and mixing, both inspirational experiences that consumers couldn’t easily replicate at home.
“As part of this, premium spirits was the growth segment of the spirits category in licensed outlets, growing by 19% compared with 1.9% for mainstream spirits.”
Meanwhile, read about Britvic GB MD Paul Graham’s opinion on Chancellor George Osborne’s sugar levy.