Britvic has today launched WiseHead Productions, an incubator company set up to create adult soft drinks.
Its first creation is T&E No.1, a sparkling blend of steam-distilled botanicals and silver birch charcoal filtered green fruit juices, with aromas including apple, elderflower, citrus peel and oak tincture.
T&E No.1 is named after William Thomas and William Evans - business partners in the 1880s who prospered by making alternative non-alcoholic drinks to sell in pubs.
WiseHead co-founder Ounal Bailey said: "Britvic has a long-standing history of innovation, and WiseHead Productions echoes this spirit of progression in the drinks industry. I am delighted to announce T&E No. 1 as our first release because I feel passionately that non-drinkers at social occasions should enjoy exceptional drinks that are creatively crafted."
Nigel Paine, commercial director at Britvic, added: "Ounal and her team have understood consumers to deliver the exceptional non-alcoholic drinking experience they expect and demand. We are confident T&E No. 1 is going to reinvent the marketplace."
Trade Price: £18.50, 330ml x 12.
Latest video from The Caterer