LONDON ESSENCE INTRODUCES NEW MULTIPACK FORMATS TO RETAIL

London Essence launches its Crafted Lemonade into retail and introduces four-can multipacks across its Crafted Soda range 

Premium mixer and adult soft drinks brand, London Essence, is expanding its range with the introduction of its Crafted Lemonade SKU into retail alongside a new multipack format for its range of Crafted Sodas. 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.

Modern drinking trends are seeing more at-home socialising at different times of day which call for elevated mixing options. In light of this, London Essence is introducing its Crafted Lemonade to grocery shelves in a 150ml six-can multipack. The availability of the flavour in a new format signifies the brand’s recognition of the need to look beyond tonic to grow premium mixing, and comes well-timed as consumers increasingly lean towards experimenting with different combinations such as Vodka & Lemonade and Gin & Lemonade, with over half (53%) of gin drinkers aged between 18 and 34 opting 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, 1 in 2 UK consumers are moderating their alcohol intake and London Essence aims to recruit more sober curious consumers and those opting for alcohol-free drinks by continually evolving its range of sophisticated adult soft drinks. London Essence’s Pink Grapefruit and Raspberry & Rose, alongside its brand new Crisp Apple flavour, will now be available to purchase in 250ml four-can multipacks, offering delicious sophisticated soft drink  options in a convenient slim can format.

Melanie Ginsberg, UK Head of Marketing at London Essence, comments: “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. 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.”

RETAILER INFORMATION 

1. Multipacks available in retailers including Waitrose, Morrisons, Amazon, Tesco  and Sainsbury’s
   1. London Essence Crafted Lemonade 6x150ml, RRP £3.99
   2. London Essence Crisp Apple Crafted Soda 4x250ml, RRP £3.50
   3. London Essence Pink Grapefruit Crafted Soda 4x250ml, RRP £3.50
   4. London Essence Raspberry & Rose Crafted Soda 4x250ml, RRP £3.50