Britvic tests the water among 16 to 24s

Essex-based Britvic is to launch Drench, a new spring water brand, and relaunch Pennine Spring in January 2006, in a drive to capitalise on the burgeoning bottled water market.

Pennine Spring, which is distributed to Mitchells & Butlers and Spirit among other pub groups, will continue to be made available to the on-trade, and Britvic hopes that bars and nightclubs will stock Drench.

Britvic believes that the product is the first water brand to be targeted at the 16 to 24-year-old market, and at both men and women.

The 500ml and 750ml bottles will be packaged with a label running round the entire bottle and with a flip-top cap and valve – a design that it is hoped will appeal to modern, urban young people.

Pennine Spring, originally bought by Britvic as part of the Ben Shaw’s acquisition in November 2004, will receive a makeover that stresses its Yorkshire roots, and a logo to mark its newly-acquired natural mineral water accreditation. A lime and lemon flavour will also be added to the range.

Both brands will be supported by a £2m marketing campaign next spring. Chris Haskins, Britvic head of category insight, believes the re-launch and marketing campaign are essential.

"Consumers are not only buying water, they are buying a brand. It’s no coincidence that the top brands are those which are investing most into brand building," he said.

Haskins also said that Drench will tap into a previously unexploited market. Most waters appealed to the slightly older age group of 25 to 34 year-olds, he said, and current offerings are not relevant enough to Drench’s target group.

Paul Linthwaite, Britvic director of consumer marketing, added: "The introduction of new flavours will help grow the Pennine Spring brand even more.

"Drench is intended more for nightclubs and bars, where younger consumers will be used to picking it up on the go."