New year, new look

The new-look Fentimans bottles

SOFT drinks and mixer brand Fentimans is hoping trade customers and consumers will fall in love with its new-look packaging this Valentine’s Day.

The firm has overhauled the design of its entire range of drinks and mixers, representing a claimed investment of £1.2 million.

The new bottles will be appearing in the on-trade from the beginning of February.

Fentimans said the intent of the new design, which will see the 125ml on-trade bottle design shift from green to clear glass in line with the rest of the range, is to reinforce the premium, ‘botanically-brewed’ nature of the products. The bottles feature the new strapline ‘Botanically Brewed. Exquisitely Crafted’.

The relaunch will be supported by a marketing campaign later in the year, which will promote the benefits of the botanical brewing process.

“This is the biggest single change to the presentation of the Fentimans brand in a generation,” said marketing director Andrew Jackson.

“Building consistency across our range, in addition to improving the family look and feel was central to this project.

“By addressing the key visual equities, we have been able to dial up cues of modernity, quality and naturalness, whilst building improved saliency and relevance with a younger audience.”

The Fentimans range consists of ten soft drinks flavours and nine mixers as well as a small range of pre-mixed alcoholic drinks.