As part of the relaunch, Club has also introduced an award-winning new tonic recipe and iconic new non-returnable 125ml and 200ml glass bottles along with a contemporary new brand identity to be supported Through-The-Line.
A significant support marketing campaign includes experiential and sampling, consumer PR, trade press, Point Of Purchase communications and digital support. Across the Summer, Club Mixers will be showcasing its award-wining recipe and bottle to consumers at events.
This move is the first in a series of investments in the pipeline as Club Mixers looks to reconnect with the consumer.
Last March the new and improved Club Mixers recipe was awarded the ‘Three Golden Star Superior Taste Award’ as part of the International Taste and Quality Institute’s ‘Superior Taste Awards’. This is the world’s leading organisation dedicated to testing and promoting superior food and drink products. Club Mixers was awarded a superior and exceptional taste as part of a blind taste test adjudicated by a panel of 135 expert chefs and sommeliers.
“We’re very excited about the Club Mixers’ brand relaunch as it was very important for us to keep such an iconic Irish brand contemporary and relevant to the modern consumer,” commented Brian Greer, Brand Manager at Britvic Ireland, “Our focus has always been to deliver a unique and superior taste experience, which is why being internationally-recognised as delivering an exceptional taste was such a proud moment for the brand and reaffirms the strength of our offering in such a competitive space.”
Club Mixers are the perfect accompaniment to spirits, claims the company, expertly designed to blend deliciously with gins, vodkas and whiskeys. They can be ordered through Counterpoint Representatives.