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  • Teetotal grown-ups are seeking a posher pop
  • Teetotal grown-ups are seeking a posher pop
    Thomas Hawk, Creative Commons (2008) ©
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What makes an adult soft drink?

Soft drinks are no longer just something to keep the kids quiet while the grown-ups quaff wine. There’s a new market opening up that’s far more sophisticated than just carbonated sugar water. But what can brands do to capitalise on alcohol moderation? And what do teetotallers look for at bars?

Location United Kingdom

Scope
1893 is a new premium drink being sold in the US. And while it might sound more like the name for a craft lager or aged whisky, it’s actually PepsiCo’s new range of sodas. By harnessing premium packaging and a small-batch feel, the company hopes to cater to a young, adventurous consumer in search of a high-end, alcohol-free, drinking experience. And it’s not the only brand setting its sights on the adult soft drink market.

The UK soft drinks industry was valued at £15.7 billion in 2014, and that figure is set to rise. [1] ...

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