• Designed for and launched exclusively in the on-trade hospitality sector, Britvic J2O was positioned clearly as a non-alcoholic drink for the alcoholic occasion targeting adults aged 25-44 and designed to be ordered as “part of the round”.
• To create a more compelling taste proposition from standard fruit juices, each J2O product combined two fruit flavours – one conventional and one more exotic – to help position itself as a refreshing non-alcoholic alternative to the growing trend for ‘alcopops’.
• The 275ml glass bottle was also designed to perfectly fit the social occasion, so it didn’t look out of place alongside other popular drinks on offer from the back bar chillers. 
• The now hugely popular J2O Apple & Raspberry flavour was originally launched as a Limited Edition in 2005 and was only planned to last in market for three months! 

Studies show that alcohol intake, especially among younger adults, is declining. With drinkers of all ages drawn to the brand’s different take on fruity, juicy refreshment, J2O will continue to invest and innovate to grow the adult soft drinks space across retail and hospitality, following the successful launch of Mocktails in 2023.

Socialising has evolved but just like socialising, the J2O brand is always evolving.

Along with building on the brands existing personality and appealing to potential new customers, in 2025 J2O plans to recruit Gen Z buyers and excite their core family audience to buy at Christmas and other social occasions by sparking interest and appeal throughout the year with a bold new visual identity and a new DragonBerry limited edition flavour.

The brand also plans to adapt to the latest socialising trends by expanding J2O’s presence beyond traditional pubs and retail to include quick-service restaurants, on-the-go, and delivery services.