A moment of clarity


AG Barr has unveiled a new look for Strathmore in a move designed to set the on-trade water brand apart from its rivals.

The redesign, rolling out across all pack formats in time for summer, includes the addition of a new on-pack message: ‘Strathmore – a source of clarity’.
AG Barr is confident the changes will drive sales of what it already says is the on-trade’s leading water brand. The revamp comes as the Strathmore brand is growing at a rate of 38% in Scotland – four times faster than the soft drinks market as a whole and three times quicker than the country’s unflavoured water market (source: Nielsen Scantrack total Scotland March 19, 2011).
AG Barr’s head of marketing Adrian Troy said the new Strathmore labelling meets consumers’ desire for waters which offer “provenance and product benefits. People are not only looking for water brands they know and trust, they are also increasingly conscious about the source of the water which reinforces the provenance message,” he said. “Scotland is cited as the best place for water, to come from and so allows us to position new-look Strathmore as a great Scottish water from a great Scottish company.”