Shloer introduces Zero variants

Under the sub-brand Shloer Zero, two new calorie-free SKUs will form the only branded no-calorie proposition in the ASD category.

Available in White Grape and Red Grape variants and with a £2.36 MRSP for a 750ml glass bottle, innovative Shloer Zero stems from consumer insight which revealed a strong desire amongst drinkers for a zero-calorie Shloer offering.

The pioneering initiative is central to brand owner SHS Drinks’ drive to increase Shloer’s relevance and appeal amongst younger audiences.

Being zero-calorie, the new duo will create a step-change in permissibility and open up new usage occasions for the ever-popular Shloer brand.

Prominent Zero branding will ensure that the new proposition is easily understood by consumers and clearly differentiated on shelf from the rest of the Shloer range.

On both the main and neck label, confident Zero branding appears in light blue – a distinctive colourway which has come to be readily associated with diet/’lite’/zero-calorie products.

Shloer is a long-established favourite for social gatherings, having led the advancement of ASDs as ‘grown-up’ alternatives to alcohol.

Shloer is the no.1 ASD during the all-important Christmas period and the second-largest bottled ASD brand overall.

Sarah Lawson, head of marketing – softs, at SHS Drinks, said: “Shloer Zero is a breakthrough addition to the brand: it’s a great-tasting, zero-compromise, zero-calorie product – one which doesn’t compel shoppers in independents to choose a trade-off between flavour and sugar content.

“The Zero variants will drive reappraisal and open Shloer up to newer, younger audiences.”