Magazine article Marketing

Dr Pepper Launches Root Beer in UK

Magazine article Marketing

Dr Pepper Launches Root Beer in UK

Article excerpt

Dr Pepper launches root beer in UK

US soft drinks company Dr Pepper is to launch what it claims is the fastest growing root beer into the fiercely competitive UK market.

The Dr Pepper name is best known for its branding on the world's biggest selling non-coke soft drink.

Its IBC Root Beer will enter the crossfire of the high-spending UK soft drinks advertising wars with plans to compete aggressively on promotions.

But final details of the brand's marketing have yet to be decided, UK distributor and marketer Food Brokers claims.

"IBC is filling a major gap in the soft drinks market," says Food Brokers product development manager Alan Hebenton.

Root beer is sold in McDonald's restaurants but no major brand has been available in cans so far. "There is an enormous market opportunity in the UK," he adds.

He claims the drink will not cannibalise other soft drinks but create its own niche.

IBC Root Beer, said to be made to a "unique formula", was first developed in the US at the beginning of Prohibition in 1919. …

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