Clearly Drinks relaunches Upstream brand with new packaging design
UK based drinks manufacturer Clearly Drinks has announced the relaunch of its premium adult soft drinks brand Upstream this spring.
The range of adventurously flavoured, low-calorie premium soft drinks is relaunching with a bold new packaging design for 2021. Canned at source and crafted using UK spring water with flavours inspired from around the world, Upstream aims to bring consumers a unique taste of travel and adventure combined with UK provenance and expertise.
Upstream is a healthier, low calorie alternative to standard sugary soft drinks and mixers. Each can of Upstream contains zero sugar and less than 5 calories per can providing a healthier option without the sugar, with its natural full fruit flavour combinations including Strawberry & Lychee, Grapefruit & Bergamot and Pomegranate & Lime.
According to a recent Soft Drinks review by Mintel, 74% premium soft drink users cite taste as the key decision factor at purchase level. Flavoured water is increasingly resonating with shoppers who care about health and wellness and Upstream offers the healthy hydration benefits of water but with full on fruit flavours from around the world.
Upstream will be supported by an integrated marketing campaign including video on demand and digital display, as well as an experiential sampling campaign to drive awareness and trial across multiple occasions.
Susanne Wright, head of marketing at Clearly Drinks, said: “With over 130 years experience in crafting flavourful drink combinations, Clearly Drinks is delighted to announce the relaunch of Upstream. As more and more consumers are actively trying to lead a healthier lifestyle, the demand for healthier alternatives to alcohol and sugary soft drinks is rising and health led propositions are resonating ever more with shoppers.”
Upstream ‘A taste of adventure’ will be available in 6x330ml multipacks in Morrisons from April 2021, priced at RRP: £3.50.
Also available in 330ml singles RRP: £0.99.
For more information on Upstream, visit: www.clearlydrinks.co.uk.