News & Media


25th July 2014

This summer SHS Drinks has invested in a packaging refresh which has enhanced the appearance of the iconic Shloer 750ml bottle.

Shloer 750 ml pack redesign 2014 ev

Britain’s biggest-selling adult soft drinks brand1, which accounts for around one in every three bottles of adult soft drinks sold in the take home sector,1 will be featuring the new designs across the brand’s range of six flavours.


The neck labels have been enlarged and to help consumers identify the different flavours more easily each variant’s neck label is in a different colour.  More prominence has also been given to the flavour descriptors both on the neck label and in the main body copy on the front of the bottle.  The effervescent ‘bubbles’ depicted on the bottles have also been streamlined to provide a crisper, more contemporary feel to the pack design, whilst the instantly recognizable curvy shape of the bottle has been retained.


All six flavours in the Shloer sparkling juice drink range – Red Grape; White Grape; Rosé; White Grape and Elderflower;  White Grape and Apple; White Grape, Raspberry and Cranberry– have been given the makeover.


Amanda Grabham, Marketing Director – Soft Drinks at SHS Drinks, says:  “The new packaging is an evolution of the designs which we introduced in 2009, whilst retaining the iconic bottle shape which has become part of Shloer’s DNA.  The changes are subtle, with handwritten rather than typewritten text conveying the relaxed, sociability of the brand and delivering greater standout for ‘grape’ flavour descriptors which reinforce the wine-alcohol alternative connection in consumers’ minds.”


1 Nielsen Scantrack: Total Take Home Defined Adult Soft Drinks Category, MAT Volume 000 Units & Unit % share, MAT w/e21.06.14

Nielsen Scantrack: Total Take Home Defined Adult Soft Drinks Category, MAT Value £m & Value 000 Litres MAT w/c, 21.06.14




* Shloer is the No.1 adult soft drinks brand1 in GB take home

* Shloer accounts for almost one in every three (32%) of all bottles of adult soft  

  drinks sold in the take home market in Britain1

* More than 22.8 million bottles of Shloer have been purchased in the last year1

* Annual retail sales of Shloer are worth £30.8 million2

* Shloer continues to show strong growth with volume and value sales both up by

  6.6% year-on-year2