To strengthen our position in the fast-growing adult sparkling and mixers category and enable us to tap into an exciting new growth area, we’re rolling out the Royal Bliss range of premium mixers in four Coca‑Cola HBC markets. In collaboration with The Coca‑Cola Company, seven Royal Bliss flavours will now be available in Austria, Hungary, Italy and Switzerland.
What's more, as part of our commitment to offering consumer choice, the seven variants will include a zero-sugar option, making the premium mixer the most versatile in these markets.
The exclusive promotional campaign around the launch is targeted to the high-end HoReCa channel to showcase the nuanced flavour combinations of Royal Bliss and the brand's sophisticated premium values.
By focusing on the most important HoReCa influencers – the bartenders – we will highlight the unprecedented flavour possibilities that capitalise on the latest trends in mixology. Naya Kalogeraki, Chief Customer and Commercial Officer, Coca‑Cola HBC
As such, we have enlisted prominent, award-winning mixologists in our markets to become brand ambassadors. We have also gone a step further in some markets, establishing our own Royal Bliss Bartender Crews to provide masterclasses, participate in our events and promote the possibilities of the brand's experiential flavours. This approach also supports our efforts to help our customers to remain relevant across more consumer occasions by adding new and different drinks to their portfolio.
A total of seven propositions – Creative Tonic Water, Irreverent Ginger Ale, Bohemian Berry Sensation, Creative Zero Azucar Tonic Water, Exotic Yuzu Sensation Tonic Water, Ginger Beer and Ironic Lemon – are now being rolled out ahead of the summer season. We are excited about the brand and the activation and are looking forward to the feedback from customers and consumers alike.