Quench the demand
It’s time to most of the season as refreshing beverages fly off shelves faster in the summer sun, writes Donna Ahern
Print25 April 2025
Summer’s heating up, and so are soft drink sales. As retailers prepare to stock up, it’s important to keep in mind that health and wellness remain key trends in this category. Consumers are increasingly seeking reduced-sugar and functional soft drinks, with growing demand for drinks that offer specific health benefits and cater to more personalised preferences.
Showing growth
A Euromonitor report entitled Soft Drinks in 2024: The big picture shows that Soft Drinks sales in Ireland are creeping back into positive, off-trade volume growth in 2024, following the small negative slump seen in 2023. This is attributed to a slowdown in price increases and the start of stabilisation in inflation, which is also reflected in a slower rate of value growth seen in 2024 compared to 2023.
It is interesting to note that the research indicates that supermarkets maintain its leading distribution share in Ireland in 2024, followed by local grocers. Sales via the latter are supported by impulse purchases by consumers on-the-go, which has become a notable trend again in the post-pandemic landscape.
Open to options
It’s a competitive industry, so it’s important for brands to stay one step ahead in new product development (NPD). While consumers often return to their favourite brands, loyalty isn’t guaranteed — they’re open to trying new options and flavours. It’s up to grocery retailers to stock a dynamic range that meets this demand.
Unlock incremental functional water sales with a new Rubicon taste experience
(L-R) Rubicon Spring Vits Black Cherry Pomegranate, Mango Passion and Strawberry Watermelon
Rubicon Spring, the No. 1 Sparkling Flavoured Water1, is disrupting the functional water category in 2025 with brand new Rubicon Spring Vits, available now.
Rubicon Spring Vits comes in three delicious flavours: Black Cherry Pomegranate, Mango Passion and Strawberry Watermelon. Packed with essential vitamins to support energy and immunity and made with spring water, fruit juice and natural flavours, each format is just 15 calories.
Lisa McKenna, head of brand, Rubicon, said: “78% of shoppers are still choosing drinks for enjoyment, but aiming to drink more water. Taste remains the top driver but 69% are interested in added benefits such as energy and immunity2.
“There is a perfect gap in the market for a trusted and established brand like Rubicon Spring to help retailers tap into this potential, with more than three times the brand awareness of the leading functional water brand3. The new Spring Vits range contains 100% of the recommended daily vitamin intake of a multivitamin blend, which is unlike any other brand on the market, as well as being full of tasty fruit flavours that Rubicon is known for.”
In consumer testing, 78% of shoppers said they would buy4, so retailers can maximise their sales by using our vibrant, attention-grabbing PoS to ensure that shoppers can’t miss these on shelf. Stock in the chiller next to other flavoured waters as this is where shoppers will look for them.
‘Share a Coke’ is coming back to Ireland
‘Share a Coke’
Coca-Cola is relaunching its iconic ‘Share a Coke’ campaign, inviting a new generation to experience the magic of personalised connection. Originally launched in Ireland in 2013, this campaign allowed consumers to find their names in place of the logo, an industry-first in personalisation.
With Gen Z seeking authenticity and genuine connections, the return of ‘Share a Coke’ provides a meaningful way for people to connect and demonstrate their care. This time, the campaign includes more names, nicknames as well as a range of phrases centred around friendship, such as ‘My Bestie’, ‘My Mate’, ‘My Fam’ and ‘My Day One’.
To celebrate the relaunch of ‘Share A Coke’, Coca-Cola has introduced the Share A Coke Memory Maker, a digital experience for creating personalised videos and memes with friends and family. Consumers can also scan a QR code on pack or point of sale to create a unique Coca-Cola pack to express appreciation for friends, family, and loved ones.
Personalised Coca-Cola packs will be available in store from Thursday 1 May.
Stay tuned for more ‘Share A Coke’ promotions, prizes and fun later this summer.
Fanta launches Fanta® Apple Zero Sugar
Fanta® Apple Zero Sugar
Fanta®, the vibrant and flavourful soft drink loved by millions, has recently announced the launch of Fanta® Apple Zero Sugar, a delicious new addition to the flavour portfolio, now available across Ireland.
This exciting new flavour promises a rich and refreshing taste experience, designed to tantalise the taste buds of both loyal Fanta® enthusiasts and those seeking a guilt-free, pick-me-up moment.
Available only in the Zero Sugar variant, Fanta ® Apple Zero Sugar offers a bright, bubbly, instantly refreshing taste, perfect for those wanting to enjoy the fruity Fanta® flavour, but with zero sugar, zero calories and an apple twist!
Allie Kaspruk, Fanta brand manager in Ireland, The Coca-Cola Company, said: “We’re thrilled to introduce Fanta® Apple Zero Sugar to the Irish market. This new flavour embodies our commitment to innovation and providing consumers with a rainbow of options that cater to their evolving preferences. We know that people are looking for exciting and flavourful beverages that fit into their lifestyles, and Fanta® Apple Zero Sugar delivers on that promise”.
Fanta® Apple Zero Sugar boasts a crisp, clean apple flavour that perfectly complements the signature Fanta® fizz. The result is an invigorating drink that’s ideal for enjoying on its own, pairing with meals, or sharing with friends and family.
Availability:
Fanta® Apple Zero Sugar is available to purchase now in all major retailers across the Island of Ireland in the following formats:
- Fanta® Apple Zero Sugar: 500ml bottle
- Fanta® Apple Zero Sugar: 1.75L bottle
In full bloom
Ballygowan Hint of Fruit sampling at the Luas stops, St. Stephen’s Green, Dublin City
Spring is here and the Ballygowan Hint of Fruit brand activity is in full bloom! March was a busy month for the flavoured offering of Ballygowan with an exciting ATL campaign taking place which included Luas column branding, bus shelters and media boxes across Ireland. This campaign was supported with a disruptive in-store activation plan along with a programme of extensive sampling.
The creative focused on the launch of the new Ballygowan Hint of Fruit lightly sparkling variants which are now available to order and gaining distribution across stores nationwide. This latest innovation is the natural next step for Ballygowan’s ever growing flavoured range. Similar to the existing proposition of still variants, the trio of new lightly sparkling flavours are sugar free and available in both an impulse format (500ml) and takehome (1.5L). Consumers who enjoy water that is both light in flavour and carbonation are sure to love the diverse flavours which include orange, strawberry and summer fruits.
Did you know that Ballygowan Hint of Fruit is now the largest flavoured water brand in Republic of Ireland* and is continuing to innovate and evolve as demand for these delicious products continues to rise. It is going to be a big summer for the Ballygowan Hint of Fruit brand!
*NIQ, Total Scantrack ROI, value, latest four weeks
Hosons Brands Launch New ‘Taste Of The Summer’ Drinks
Something & Nothing Ginger & Key Lime Premium Soda
Something & Nothing Pineapple & Pink Grapefruit Premium Soda
Hosons Brands has announced the launch of Something & Nothing Sodas two newest flavours – Pineapple & Pink Grapefruit, Ginger & Key Lime.
The two new flavours join Something & Nothing’s growing range of premium sodas which also includes Yuzu, Cucumber and Hibiscus & Rose flavours. The low calorie naturally flavoured premium sodas have been a great success in the Irish market since being launched by Hosons Brands in late 2020.
Pineapple & Pink Grapefruit – The newest Something & Nothing Premium Soda on the block packs an almighty flavour punch. With its juicy sweet but tart pineapple and a bright twist of pink grapefruit, one sip of this and you’ll be metaphorically swinging in a hammock under a palm tree.
Ginger & Key Lime – Heat, zest, freshness – your tastebuds will do the same little jig we did when we hit on this winning combination. Blending two types of fiery ginger with juicy lime to create this sophisticated lightly sparkling soda. It delivers a warming kick balanced by a fresh hit of botanical citrus (key lime being the limiest of all limes).
Following an incredibly successful launch of the new flavours last summer in the US, Hosons Brands have rolled out the drinks with national availability from April onwards.
ChariTea mate
ChariTea mate
Additionally, Hosons Brands has launched the ChariTea mate flavour as their ‘Taste Of The Summer’ drink.
Just like your cup at home. Pronounced mah-teh, ChariTea mate is naturally caffeinated iced tea, real-brewed from the finest organic yerba maté leaves. Lightly sweetened with agave syrup and a splash of citrus, it’s absent of any concentrates, preservatives or artificial sweeteners. Just a clean, simple recipe that focuses on quality ingredients – delivering an authentic, refreshing flavour.
Boost your groove a natural alternative to processed or overly-caffeinated products, ChariTea mate offers a gentle boost without the coffee-like crash – perfect for the morning rise, afternoon slump or evening ignition.
Brewed for Better…using organic and Fairtrade-certified ingredients, 5c from every bottle sold also enables the work of the Lemonaid & ChariTea Foundation, which supports social and entrepreneurial projects in the growing regions. To date, this has culminated in over €12 million raised, funding more than 86 projects across 9 countries. Better drinks, fairer world.
Interested in stocking or sampling the above products? Contact Danny Hogan at dph@hosons.com or visit: https://hosons.com/
Volvic launches Touch of Fruit Sparkling range
Volvic Touch of Strawberry Sparkling
With the flavoured water category showing 15% growth in the past 12 weeks alone, Volvic Touch of Fruit continues to be the number 1 flavoured water brand in Ireland*. Key to the success has been the ability to continuously reflect consumers’ preference for healthy and enjoyable alternatives to soft drinks. Volvic Touch of Fruit’s success highlights the importance of engaging, flavour-forward products that meet evolving tastes to sustain strong category growth. “As we expand our range and innovate, we remain dedicated to providing exciting and healthy choices catering to diverse consumer preferences,” the company noted.
The experts at Volvic have recently added a bubbly twist with the launch of its Touch of Fruit Sparkling range, available in Strawberry and Mango Passion. Volvic is also re-introducing three flavours to its 1.5L still range – Apple Blackcurrant, Watermelon and Peach Raspberry.
According to the company: “Sustainability is also a key focus at Danone, and we are proud to play our part in the Deposit Return Scheme that came into effect last year. As a company, we actively support the improvement of recycling infrastructure in Ireland, and align strongly with the intent of the Scheme, which was introduced to encourage increased recycling of plastic bottles and cans and move us towards a circular economy.”
*Nielsen, Total Scantrack, Latest 52 weeks, w/e 23/03/2025
Bring more to your game with Más+ by Messi
Más+ by Messi comes in four sensational flavours
Global Football Icon Leo Messi launches his breakthrough drink for everyday hydration in
With an electrolyte complex, vitamins, minerals, and no compromise on amazing taste, Más+ by Messi lets you bring more to your game, whatever your game might be.
Following its surge in popularity, the one-of-kind drink co-founded with the world’s most decorated footballer, Más+ by Messi, is now available in Ireland.
All over the world, more of us are seeking ways to focus better at work, react faster in games, feel sharper, achieve more, live more. The most surprising thing holding us back? Up to 75% of us are chronically dehydrated. We often don’t feel its effects until it’s too late, when dehydration masquerades as cravings for sugar and caffeine. We turn to sweets and energy to get us through the moment, but they often make things worse long-term. Drinking bland water from a giant flask all day feels like a chore. Sports drinks rehydrate but have added sugar, calories, and carbs made for moments of extreme sweat. But you don’t have to sweat a drop to need support for your everyday performance.
Más+ by Messi is a first-of-its-kind everyday hydration drink. It was launched with Leo Messi, because he uniquely understands how quality ingredients in what we drink can help us achieve our goals. He wanted a drink he could proudly share with his friends, family, and teammates, on and off the pitch. Leo believes everyone deserves to feel like a champion in every part of life.
Más+ by Messi has an electrolyte complex, plus vitamins and minerals, that plain water does not— and incredible taste that goes beyond flavoured waters. It has none of the artificial colours and sweeteners or caffeine in energy drinks. And it has less sugar, carbs, and calories than many sports drinks—1g of sugar and just 10 calories per 500ml bottle, making it excellent for everyday performance. Más means “more” in Spanish. The amazing flavours of Más+ by Messi make it easy and delicious to stay hydrated throughout the day to support more focus, faster reactions and recovery, and more. Más+ by Messi is the answer to the epidemic of daily dehydration.
Más+ by Messi is now available in Ireland from retailers nationwide.
Since selling out in less than an hour at its global online launch, fans worldwide have been buzzing with excitement to score their first taste of Más+ by Messi.
“With Leo, we’ve achieved something almost unbelievable: a delicious tasting drink that has just 1g of sugar, 10 calories per 500ml bottle, and no artificial sweeteners or colours,” said Jeremy Kanter, global chief marketing officer for Más+ by Messi. “Better still, its unique blend of electrolytes, vitamins, and minerals absorb rapidly into your body, keeping you well hydrated so you can show up at your best all throughout the day. Put simply, we’ve reinvented the idea of daily hydration. We call it Positive Hydration.”
The new drink comes in four sensational flavours, loved by Messi and named after inspirational milestones in his life:
● Más+ by Messi Miami Punch: Inspired by the city where Messi and his family live, home of Messi’s current and next chapter, Miami Punch has a balanced blend of berry flavours with a hint of pineapple for a refreshing fruit punch taste.
● Más+ by Messi Limón Lime League: Limón Lime League balances refreshingly sweet, fruity flavour and zesty citrus taste. It honours the time Messi spent playing in the UEFA Champions League, a cup he won four times.
● Más+ by Messi Berry Copa Crush: Notes of blueberries, raspberries, cherries, and açaí berries. The perfect balance of sweet and citrus tastes with a smooth finish. Flavour name inspired by the many incredible trophies, including the World Cup, that Leo has lifted in his career.
● Más+ by Messi Orange d’Or: Orange d’Or has a refreshing orange flavour with hints of tangerine aroma for a balanced citrus taste. It’s inspired by Messi’s record eight wins of the Ballon d’Or (“Golden Ball” in French) Trophy.
Ireland residents can find Más+ by Messi at retailers nationwide, and by visiting here.
Más+ by Messi is a new, entrepreneurial liquid refreshment beverage founded with sports icon Leo Messi. For more information and nutrition facts go to masbymessi.com or follow @masbymessi on Instagram and TikTok.
Available from: Tesco, Spar, Eurospar, Centra, SuperValu, Dunnes, Circle K and Applegreen nationwide
Soft Drinks shopper’s score update
Shopper Intelligence highlights the Soft Drinks shoppers scores one year on from the Deposit Return Scheme (DRS) implementation
Last year we saw some big declines in Soft Drinks shopper satisfaction scores immediately post-DRS implementation. 12 months on from this, we now see those satisfaction scores rise again overall and more specifically on some interesting metrics. Shoppers are happier with ‘sustainability’ in Soft Drinks categories overall. This might be expected – but also good to see that the overall perception of DRS is that it is working to ensure better sustainability in these categories. Increased satisfaction with NPD and availability are interesting – are these scores unintended benefits of the work and planning that went into managing the roll-out of DRS? Have new planograms or range reviews led to more space/visibility for NPD and better availability overall in these categories? One watch-out is that although they are happy with DRS overall, shoppers don’t want to pay for any further sustainability initiatives in Soft Drinks.
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