UK | Premium mixer and adult soft drinks brand London Essence has expanded its range with the introduction of its Crafted Lemonade SKU into retail and a new multipack format for its Crafted Sodas.
Modern drinking trends are seeing more at-home socialising at different times of day, which calls for elevated mixing options. In light of this, London Essence has introduced its Crafted Lemonade to grocery shelves in a 150ml six-can multipack.
The flavour's availability in a new format signified the brand’s recognition of the need to look beyond tonic to grow premium mixing.
It comes well-timed as consumers increasingly experiment with different combinations, such as Vodka and lemonade and Gin and lemonade. Over half (53 percent) of gin drinkers aged between 18 and 34 opt for lemonade as their mixer of choice.
London Essence Crafted Lemonade provides an aroma evoked from a refreshing lemon and lime base. It is then accentuated with hints of juicy kumquat distillate, with a sweet lemon flavour elevated by green hops, lime and a hint of orange for a perfectly blended aftertaste.
In addition to the increase of at-home socialising, one in two UK consumers have been moderating their alcohol intake, and London Essence aimed to recruit more sober curious consumers and those opting for alcohol-free drinks by continually evolving its range of sophisticated adult soft drinks.
“As we continue to innovate across our range, we are focusing on changing attitudes and patterns in modern socialising. This involves the need for sophisticated drinks options that can be enjoyed at a range of occasions, whether alcohol is involved or not,” said Melanie Ginsberg, UK Head of Marketing at London Essence.
“We are pleased to expand the availability of our range of premium mixers and adult soft drinks available in retail ahead of the summer months, serving the demands of less formal occasions which still require an elevated drinks experience.”
Appealing to more consumption occasions, London Essence's Crafted Lemonade will be available to purchase as a 150ml six-can multipack for elevated mixing, and its popular Pink Grapefruit, Raspberry & Rose and Crisp Apple Crafted Sodas will be available in 250ml four-can multipacks - perfectly suited for socialising occasions.
London Essence Crafted Lemonade and the new 250ml four-can multipacks will roll into major retailers including Waitrose, Morrisons, Amazon, Tesco and Sainsbury’s.
