Sunmagic supports revamped Daymer Bay Drinks range with wholesaler promotions
Sunmagic Juices has relaunched Daymer Bay drinks as a premium artisan juices and lemonades brand.
Available in 250ml single-serve glass bottles, the Daymer Bay range comprises five not-from-concentrate premium juices: Orange, Cloudy Apple, Pineapple, Tomato and Apple & Mango.
The new range also features two still lemonades – Cloudy Lemonade and Raspberry Lemonade, which are made using freshly squeezed lemon juice – and a Cranberry Juice drink.
The Daymer Bay range is targeted at specialist food retailers, including garden centres and farm shops, licensed outlets and the on-trade, and catering and foodservice outlets. Wholesaler promotions are available, tailored individually to each account.
Daymer Bay Drinks was originally launched in 2010 as an iced tea brand. It was owned by Jenks Brands and produced in the West Country, close to the Bay that inspired its name. The brand was acquired by Sunmagic Juices in 2020.
Andy Lewis, marketing controller at Sunmagic Juices, comments: “Given the latest trends, the adult soft drinks sector is set to flourish, and Daymer Bay is a brand that suits the sector perfectly. Our new 250ml premium juices and lemonades are all British produced in glass bottles and can be enjoyed as a single serve, and also as a mixer in cocktails and mocktails. The launch opens up a huge opportunity in the soft drinks category as the out-of-home sector continues to recover from the impact of Covid.”
The Daymer Bay range addresses the growing demand for premium soft drinks and mixers for adults. This trend, alongside the growth of teetotalism, has been a key driver of the premiumisation of soft drinks and mixers. The new range appeals to the 20% and growing of UK adults who choose not to drink alcohol, either at home or when they go out. The proportion is highest among 18 to 24 year-olds, with one-third claiming to be teetotal.
Lewis says: “As consumer demand for adult soft drinks accelerates, Daymer Bay Drinks offer stockists strong sales and improved margin potential versus other products. We look forward to working with our trade partners to maximise the opportunity.”
The new Daymer Bay range contains no artificial preservatives, colours, flavourings, or allergens. Daymer Bay also addresses the growing environmental concern surrounding plastic, with its glass bottles being 100% recyclable, appealing to the growing number of consumers interested in sustainability issues, with 53% of UK consumers wanting to reduce their plastic usage.
The design of the 250ml glass bottles draws on the Cornish origins of the brand. The playful, colourful beach elements and wave design present a bright, modern look, and the design also features a printed navy-blue cap showing the new logo.
Daymer Bay don’t just look good, they taste great too, says Lewis. “Taste appeal is the most important factor in premium soft drinks,” he states. “The clearest evidence of our new drinks’ premium value and great taste is their high quality ingredients, reinforced by the fantastic feedback we’ve received from everyone who has tasted them so far.”
