What's New? – Drinks

Strange brew? Interbrew UK, which took on responsibility for the brewing and marketing of Castlemaine XXXX since the beginning of this year, is reinvigorating the brand through a redesign.

The new look is part of a £9 million package of marketing support during 2003 - focusing on "the Return of the Australian Classic" - designed to raise consumer awareness.

A stylish new graphic look is now being introduced to pubs and bars nationwide. The new look emphasises the brand's Australian roots in a contemporary way and will have strong appeal to core standard lager drinkers.

The silver font communicates the brand's quality credentials and features the Australian national colours of green and yellow to emphasise its brewing heritage.

The famous XXXX initials stay on a yellow background and remain the core of the brand identity.

The relaunch programme is spearheaded by new TV advertising breakint in late Spring, positioning XXXX as the authentic Australian lager with attitude.

Matthew King, Marketing Controller for Castlemaine XXXX at Interbrew UK, says: "Our objective is to re-establish it as a mainstream standard lager. There's no doubt the brand has been neglected in recent years, but it has a number of advantages - it retains a solid level of consumer equity; it is recognised as being the authentic Australian lager and it has a strong advertising legacy."
Interbrew UK

Fizzy Change GlaxoSmithKline is launching a new look for Lucozade Energy and Lucozade Sport, with new designs across the whole range.

The new designs enhances the well-known Lucozade brand logo.

On the Energy variant, a new dynamic "bubbles" explosion reflects the energy aspect of the drink.

With the Sport variant, there's a "Winner" icon, as well as a "Your Sport, Our Science" strapline.
GlaxoSmithKline

Juicy portfolio Spring Fine Foods has added juice drinks by the Feel Good Drinks Company to its portfolio.

There are three flavours - Lemon, made with ginseng and guarana; Cranberry and Orange juice with aloe vera and jasmine and Orange and Mango with free tea and camomile.

Available in 375ml glass bottles, packed in cases of 12.
Spring Fine Foods