From news:
On March 15, 2024
IDS Borjomi Georgia broadens its portfolio of natural mineral water "Bakuriani" by entering the market of flavored waters.
“Bakuriani” With Fruit Taste - is a natural mineral water from Bakuriani Mountains, with natural fruit juice and less sugar. "Bakuriani" comes in a 0.5 liter PET pack and has three different fruit flavors: fresh lemon, green apple and delicious peach. When You Love and Care! - this is the key communication message of the brand. The product does not contain artificial colors and flavorings and compared to other sweet drinks, contains less sugar and calories.
In Georgia, the category of flavored waters is still in its early stages, as opposed to Western markets. The appeal of healthy lifestyles is driving the demand for such products. That is why, as a caring brand, "Bakuriani" pioneers a new trend and provides customers with something unique.
Irina Keidia, Head of Marketing Department of IDS Borjomi Tbilisi: “Today, the market is saturated with sweet drinks, and consumers are looking for healthy alternatives. That is why Bakuriani water with fruit taste was created with less sugar and calories. When developing the product, we also prioritized the use of natural ingredients in addition to flavor qualities. When developing the product, we prioritized the use of natural ingredients in addition to flavor qualities. As a consequence, we have a unique blend of "Bakuriani" water and actual fruit juice that is both tasty and enjoyable to drink. "Bakuriani" with a fruit flavor is designed for folks who enjoy sweet beverages and are seeking for something new. Ani Tchogoshvili, the company's designer, worked on the packaging for the new product. Our objective was to deliver product insight and benefits in a fancy way to the consumer via the packaging. Thanks to the graphic visuals of three various tastes, we received a modern, bright, fancy label that truly depicts the taste generated with "Bakuriani" water and natural fruit juice.”
The advertising agency “Metro Production” handled the brand's communication campaign. The new commercial will be broadcast on TV soon.
Ana Chokhonelidze, Senior Brand Manager of Bakuriani: ""Bakuriani" with taste is a product from a completely new category. In the new marketing, we accentuated the brand's emotional side, demonstrated various water usage scenarios, and introduced a new generation of consumers. Metro Production worked on the commercial from its conception to its completion. It demonstrates how fruit is changed into a bottle of "Bakuriani" and a new, delectable product is developed, which I believe will quickly gain market popularity."
"Bakuriani" With Fruit Taste is produced at Borjomi bottling plant N2. This drink is already available throughout Georgia.