Executive Summary
Originally a rejuvenating tonic for musicians, Purdey's quickly became known as a lifestyle drink. However, after being bought by Britvic in 2001, they started to move away from this, looking to position themselves as more of a natural alternative to traditional energy drinks.
The brand wanted to grow from being a niche market player to becoming a more accessible brand and a leader in the functional wellness space. In order to do so, the brand would need to:
- Increase value sales
- Increase market penetration
- Increase distribution
The brand's plans for growth were derailed by Covid. The market Purdey's...