Re-launched Amé in embossed Rockware bottle

Innovation Summary In what they describe as “the biggest and most radical change in the past ten years” Britvic has re-launched its Amé adult fruit drink in a 1Litre embossed bottle produced by Rockware Glass and designed by Jones Knowles Ritchie.

Innovation Summary In what they describe as “the biggest and most radical change in the past ten years” Britvic has re-launched its Amé adult fruit drink in a 1Litre embossed bottle produced by Rockware Glass and designed by Jones Knowles Ritchie. Innovation Description The Amé redesign reflects the brand’s repositioning as a mainstream adult soft drink. The tie device from Amé’s previous labels has been re-created as a piece of delicate glass embossing at the waist of the bottle. Paper labels have been replaced with clear PSL labelling. Instead of the eastern, herbal associations that previously made the brand a niche soft drink, Amé is now presented as a fresh, confident and contemporary adult fruit drink. Research carried out by Brtivic revealed that Amé’s new look was the preferred design of 75 per cent of consumers. They expressed a preference for the more natural and “cooler” look of glass, the shape and feel of the embossed design, its overall stand-out and impact, the fruit imagery and its uniqueness. All elements of the brand have been maximised. The new bottle and labels strongly communicate the product’s offering in the adult soft drinks sector. An increase in serving size from 750cl to 1 litre creates a real sharing proposition to match wines or beers. Permanent shelf-ready packaging increases the shelf visibility. The reformulated product in its new variables of elderberry and lemon, raspberry and Blackberry, Grape and Apricot and Orange and Grape tastes more fruity, less herby and is considered to be more “quaffable”.