New alcohol free beverage for image conscious trendsetters

New Liqui-Cooler contains 15% fruit juice, no preservatives, colourants or flavourants and 0% alcohol. It is available in three funky flavours: Cranberry & Blackcurrant, Marula and Lemon. Liqui-Cooler is a classy alternative to soft drinks; has a convenient resealable top; and is sold individually, in shrink-wrapped six packs or 4x6x275 ml cases.

Liqui-Cooler enables the Liqui-Fruit brand to extend into new exciting territory without diluting the entrenched equity of the core brand. The Liqui umbrella of product offerings targets different consumer needs while always maintaining the quality that is inherent to Liqui-Fruit. Each new product under the fledgling Liqui range will have its own distinct personality, consumption occasion, value proposition and therefore target market, yet maintaining the central philosophy of 0% Fake, all natural refreshment.

"Besides a striking packaging update, Liqui-Fruit as we know it remains the same, while its new sub brands flow into uncharted waters," says Estelle van Wyk, Liqui-Fruit Brand Manager.

Where possible, Liqui-Cooler should be sharing space with the flavoured alcoholic beverages. For maximum impact merchandise away from 100% fruit juices and close to the new age beverages, iced teas and 200 ml carbonated mixers. For on-the-go consumption, retailers are advised to keep singles in the refrigerator.

The new non-alcoholic Liqui-Cooler was rolled out nationwide from November 2004.