Britvic has launched its branded Indian Tonic Water into convenience, with the two varieties exclusively available via wholesale with an RRP of £1.65.

The 850ml bottles, available in classic and low-calorie options come in case sizes of 12, and were previously only available to the on trade.

The supplier said by making them available to independents as well, it will help retailers to capitalise on the rising demand for take-home mixers, which are up 58% in value in the channel as a result of the pandemic.

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It added in the total market, mixers continue to outpace soft drinks, up 29.7% versus 13%, as gin sales have surged.

The trend for drinking mixers without the addition of alcohol has also grown in value by 6.4% convenience.

“It’s clear that at-home mixers have the potential to unlock value for retailers by trading customers up from own label. The launch also offers customers choice between standard and low-calorie options,” said Phil Sanders, out of home commercial director at Britvic.

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He added: “Although own label traditionally dominates the category from a volume perspective (44%), branded mixers are adding more value with over three times the price per litre (£1.80 versus 50p) in convenience.

“Britvic mixers are the third largest mixer brand in out of home and a much-loved pub classic. We expect its popularity to translate into the at-home market too.

“We are seeing growing demand for mixers for drinking at home, with people increasingly visiting smaller stores during the pandemic for larger formats. Retailers would be wise to tap into these changing habits and encourage shoppers to spend more on a brand that they recognise and trust.”

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