Shloer ready for on-trade bow

Soft drinks brand will focus on family pubs and restaurants

SHLOER, the adult soft drinks brand, is launching into the on-trade this summer as it looks to position itself as a premium alternative to wine in bars and restaurants.
The brand, which claims to have generated £28.7m of sales in 2010, will initially target family and food-led outlets.
The launch forms part of a major marketing push for Shloer this year and will be supported by a range of point of sale materials, such as table talkers, bar runners and staff t-shirts.
The brand will also be working with selected outlets to offer meal deal promotions, as well as offering free meals as prizes through its website and Facebook page.
Amanda Grabham, head of brand marketing at Shloer, said the on-trade drive followed an increase in demand for “a more sophisticated alternative to alcohol and a more natural alternative to carbonated soft drinks” in pubs, bars and restaurants.
“Shloer represents a great opportunity for pubs to create a point of difference by being among the first to add the brand to their portfolio of soft drinks,” Grabham said.
“With Shloer being such a popular choice for consumption with food at home it’s a certainty that consumers will appreciate the opportunity to share a bottle of Shloer with friends and family when they are dining out too.”
Shloer is made from grapes grown in the La Mancha region of Spain, which are blended with fruit juices and sparkling water.
The drinks contain no preservatives, artificial colours, sweeteners or flavourings.
The on-trade launch comes as the brand is supported by some major marketing activity throughout the summer months.
Television and press ads will reach a claimed 27 million consumers, and the brand is also sponsoring the series of 15 English Heritage and Tatton Park Picnic concerts, as well as the Asian Bride Shows.
These activities will be supported by the brand’s Facebook page, which includes the monthly ‘Shloer Sunday Cookbook’ competition.
The 75cl bottles of Shloer Red Grape, White and Rosé will have a recommended sale price of £3.95 in the on-trade, which Shloer claims will provide a solid margin for licensees.