Fentimans unveils new look

Mixer producer Fentimans has revealed a new brand identity for its range to highlight its production process.

The new brand identity will be revealed this summer, featuring the tag line ‘Botanical Alchemy in Every Drop’. It has been designed to showcase the brand’s ‘complex’ craft brewing process.

The new look was created in partnership with advertising agency Orange Panther Collective.

Ellie Jones, senior brand manager at Fentimans, explained: “Our products have been botanically brewed since 1905. The craft process takes a full seven days end to end to derive the distinct, botanical base that goes into every Fentimans liquid.

“It’s this undeniably complex process that gives our products their complex taste, silky mouthfeel and luxurious body. ‘Botanical Alchemy’ is what ultimately makes the products justifiably premium.”

“Consumers can taste the difference and we want to celebrate our distinctness. ‘Botanical alchemy’ is a perfect way to articulate our ownable and differentiated proposition to consumers.”

Alongside the brand identity, Fentimans has released a new fridge pack format to tap into different consumption occasions.

According to data from the Fentimans 2022 Market Trends Report, research shows that 52% of consumers regularly buy ‘premium’ drinks, with 33% willing to spend more on drinking even with increased prices.

The new format consists of six 150ml cans, available in its best-selling mixer flavours, Rose Lemonade and Ginger Beer, along with Premium Indian Tonic Water and Valencian Orange Tonic Water. All four variants are listed in Dunnes, Ireland.

The roll out of the new identity will be part of a consumer mass marketing campaign this summer.

We look at the trends leading the tonics and mixers market.