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SHS Group launches new Shloer alcohol alternative soft drinks

SHS Group has expanded its Shloer brand of adult soft drinks with two new ranges – the first beverages under the brand not to have grape juice as their primary base.

Shloer Spritzed is a sparkling soft drink developed as an alternative to gin and tonic as well as aperitifs.  Available in three variants – bitter orange, grapefruit and mint, and bitter lemon and lime – the range is packaged in 700ml glass bottles with a recommended retail price (RRP) of £2.49.

Meanwhile, Shloer Pressed draws inspiration from flavoured ciders and is available in three variants – strawberry and lime, rhubarb and apple, and mixed berries – in 330ml cans (RRP £1) and 4 x 330ml multipacks (RRP £3.50).

The beverages join Shloer Original, billed as an alternative to table wine, and Shloer Bubbly, which provides a non-alcoholic option to sparkling wine.

The Shloer brand is targeted at women aged between 28 and 49. SHS Group, which also owns the Bottlegreen and WKD brands, said that trends for alcohol moderation and healthy lifestyles mean that the adult soft drink category “is more relevant to this consumer group than ever before”.

Shloer Spritzed has been developed as an alternative to gin and tonic as well as aperitifs.

Nick White, head of soft drinks at SHS Drinks, said: “The launches of Spritzed and Pressed mark a watershed for Shloer: these are the biggest developments that the brand has ever undertaken and herald a new dawn.

“Shloer is all about sharing – be that sharing a drink or sharing the good times; our new ranges take that thought and expand it into additional alcohol alternative situations.

“Our strategic review of Shloer and the expanded role that the brand can play going forwards resulted in insight-led NPD that is all about new audiences, exploring trends, leveraging the brand, and leading the ASD (adult soft drink) category from the front. Our intention is to make Shloer the drink of choice for those who want to have fun and join in, even when they are not drinking alcohol.”

Shloer will benefit from “significant marketing support” in 2019, including an advertising campaign spanning both digital and traditional media.

Last year, SHS Group acquired 3V Group, the owner of nut butter brand Meridian Foods and soft drink producer Rocks.